eric dahan - u.s. travel association · 2020-04-06 · •snapchat has a young but engaged...

Eric Dahan

CEO and Co-founder

InstaBrand

Marianna Hewitt

TV Host and Founder of

Lifewithme.com

Henry Hornecker

Student

University of Oregon

Bill Karz

VP, Digital Marketing

Los Angeles Tourism

Dennis Yu

CTO

BlitzMetrics

The Next Generation of Social Media

Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

Source: Google

• Web and social

ecosystems are the most

valuable mediums in the

decision making process.

• Travelers visit 30+ sites in

the decision making

process.

The Next Gen of Social Media Marketing

Source: Edelman & Boston Consulting Group

50%OF ALL TRAVEL SPEND

BY 2020 WILL BE

DRIVEN BY MILLENNIALS

180BESTIMATED 2014

TRAVEL REVENUE

BY MILLENNIALS

6of10MILLENNIALS SAY THEY

WOULD RATHER SPEND ON

EXPERIENCES

“More than 80% of millennials expect brands to develop content for them.”

The Next Gen of Social Media Marketing

• Moving away from driving traffic off platform …

• Less opportunities for brands to drive consumers to their

website.

• Brands are now required to create new custom and engaging

content …

• New channels like Snapchat and Periscope require even

more content creation with zero opportunity for web visitation.

• Rather than being able to curate UGC, these new social

platforms require brands to generate the content themselves.

The Next Gen of Social Media Marketing

• Instagram is the fastest growing social network among U.S. adults.

• 26% of the U.S. adult population is now on Instagram.

• More than half of young adults (18-29) are on Instagram.

• Data excludes U.S. teenagers and international users. It also excludes data on Snapchat.

The Next Gen of Social Media Marketing

• Snapchat has a young but engaged audience.

• 70% of Snapchat users are women.

• 400 million snaps are sent per day.

• 71% of users are under 25 years old.

• 18% of social media users are on Snapchat.

• 77% of college students use Snapchat daily.

How we “young” people are using social media

Henry Hornecker

University of Oregon

Who is this guy???

My social footprint

750 friends

How I use social media

Daily use Use for

1 time / day Planning events and trips

10-20+ times / day Stay updated on sports &

______________________ entertainment

5-10+ times / day See pictures and videos of

_______________________friends

8 times / day Get a quick glance at what

_______________________my friends did last night

Texting is social

How we use Twitter

How we use FB

How we use Instagram

How we use Instagram

How we use Instagram

How we use Snapchat

How we use Snapchat

How we interact with brands

Relevant Entertaining Just plain stupid

Attractive vs. Non-Attractive posts

Thanks For Listening

The Rise of Influencer Marketing

• Faith in individuals is on the rise.

• Decision makers use a wide variety of influencers to

inform judgment (just as they use 30+ websites to make

a decision on travel).

• Influencers rise up and fall down in importance to

decision-makers.

• A single influencer may play a number of roles

throughout one decision process, or have a single

impact.

• Influencers depend on being known by other

influencers. Clusters enable a groundswell of opinion.

Source: Influencer Marketing (Brown & Hayes)

The Rise of Influencer Marketing

Types of Influencers:

1. Idea Planters – thinkers in the industry who ask “what if?”

2. Predictors – influencers that ask “what next?”

3. Trendsetters – the early adopters [Social/Bloggers]

4. Proclaimers – these people mandate what and how

5. Aggregators – information gatherer/disseminator [@discoverLA]

6. Scopers – those that tell us what now (mapping out the limitations)

7. Recommenders – suggesting what you should do (passive and advisory)

[@discoverLA/Social/Bloggers]

8. Persuaders – those that tell you what you must do (closers) [TripAdvisor]

9. Negotiators – deciding how and how much [OTAs]

10.Validators – useful to prove the decision already made was low risk

Source: Influencer Marketing (Brown & Hayes)

The Next Gen of Social Media Marketing

Write down 10 influencers …

1. _____________________________

2. _____________________________

3. _____________________________

4. _____________________________

5. _____________________________

6. _____________________________

7. _____________________________

8. _____________________________

9. _____________________________

10. _____________________________

Source: Influencer Marketing (Brown & Hayes)

Think of the people you

would ask to promote

your business if you only

had 10 letterheads left.

The Next Gen of Social Media Marketing

Marianna Hewitt430,000 followers

#travel_withme

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

3.7 Million Followers700k Followers

WHO’S HOTTER?

The Next Gen of Social Media Marketing

THE VALUE OF INFLUENCE

The Next Gen of Social Media Marketing

3,700,000 followers1,000

$5.44 $20,128

or

120,000 engagement x $.25 = $30,000

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing