Transcript

Image-sharing and online engagementEyefortravel Webinar 10 July 2012

“A picture shows me at a glance what it

takes dozens of pages of a book to

expound”Ivan Turgenev

Leica M8.2 by Photoyong

Some of the places you can find me(and where I work - www.therabbitagency.com)

On Instagram - dirktherabbit

On Twtter - dirktherabbitMy blog -

liesdamnedliesstatistics.com

• The importance of the

“imagesphere” in social media

• The networks to be aware of

• Two examples of what we did

for bmibaby (Instagram), and

bmi (Pinterest)

• What you should do about it

• Some resources to find out

more

What I’m going to talk about

The Camera - Jose Paulo Carvalho Pereira

Images are an increasingly important part of online communications

“Welcome to the

imagesphere”

(Luminate)

“A noticeable trend this year

is beautiful apps or websites.

It's all part of a larger trend

that I'm calling The Visual

Web, meaning that images and

video are becoming an

increasingly important part of

what we consume online.”

(Richard McManus, Read Write

Web)

Especially in travel, photography evokes memories, emotions. It’s a powerful form of story-tellingAnd now, it can be shared with thousands with a single click

#airport - 300k images on Instagram

@diegobeyro

#beach - 471k images

@instafifini

#hotel - 301k images

@gunjon

This is happening - has your business caught up with the trend?

Digital camera sales are down

29% over the past five years

(Mintel) - especially hard hit,

entry level cameras

Instagram is now the

world’s argest (international) mobile social network at 56 million users

A year ago Pinterest

accounted for 0.68% of social

media referrals to e-commerce sites. Now it accounts

for 26%

These should be on your radar

Also

Instagram -

world’s largest

mobile social

network, 56

million users

Flickr - still the

world’s largest

photo sharing

network

Tumblr - the

world’s largest

blogging platform,

high visual +

accessible

Pinterest - the

social media story

of 2012. Pin

images from

anywhere around

the web to boards

Jux - new Tumblr alternative

Socialcam and

Viddy - ‘Instagram of

video’

Streamzoo and

Tadaa- two niche Instagram versions

The bmi Pinterest lottery

The bmi Pinterest lottery - how did it work?

1 - We created

destination boards

and numbered

‘pins’

2 - Users re-

pinned up to six

‘numbers’ (pins)

to their own

boards

3 - Every week we

chose a winning

number, which got

free flights

The bmi Pinterest lottery - Outcome

 “Considering the novelty of the social network and the fact that

most images are automatically re-shared on the users’ twitter and facebook profiles, the level of

engagement represented by these numbers is considerable, especially

for a niche carrier like BMI.”(Simpliflying)

bmibaby MyEurope

My Europe - how did it work?

1 - Challenges,

launched by local

influencers,

around bmibaby

destinations

2 - Real world

‘instameets’

where we brought

super-fans from

different countries

together

3 - Visual

inspiration guides

on the bmibaby

site pulling in the

challenge hash-

tags

Outcome

1 - 50,000 unique

pieces of visual

content submitted

2 - Extensive

media coverage,

one of the most

successful

Instagram

campaigns ever

3 - Award winning,

2x winners, 2x

short listed digital

industry awards

• Register your profiles, think about

what you are going to do with

them

• Carry out an audit to see what

your customers / passengers /

guests are doing online now

• Educate your staff so they

understand the potential benefit

of customer + smartphone camera

• Positively encourage and channel

customers to take and share

images - for example via physical

prompts

So what now?

• @brideyrae’s presentation on My Europe http://www.slideshare.net/therabbitagency/my-europe-an-instagram-campaign-for-bmibaby

• Digital camera sales down 29% http://www.mirror.co.uk/news/uk-news/digital-camera-sales-slump-as-more-944296

• Socialcam and Viddy users - http://www.forbes.com/sites/anthonykosner/2012/06/24/socialcam-vs-viddy-and-the-curious-calculus-of-picking-the-most-popular-app/

• Tumblr to overtake blog as a search term - http://thenextweb.com/media/2012/04/17/whod-have-thought-tumblr-to-soon-overtake-blog-on-google-searches/

• Has Pinterest overtaken Tumblr? http://royal.pingdom.com/2012/06/28/pinterest-overtaken-tumblr-united-states/

• Facebook posts that include an album have 180%+ engagement http://www.adverblog.com/2012/04/28/visual-social-network-infographic/

• Six reasons why images are important - http://www.business2community.com/marketing/6-powerful-reasons-why-you-should-include-images-in-your-marketing-infographic-0185560#

• Pinterest now accounts for 26% of social media e-commerce referrals http://liesdamnedliesstatistics.com/2012/06/facebook-still-dominant-in-numbers-less-so-in-referrals.html

More on those stats (see slideshare.net/therabbitagency later)

Thanks for your time!

Dirk Singer

[email protected]

Twitter / Instagram -

@dirktherabbit

Rabbit -

www.therabbitagency.com


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