emerging social media for travel, jennifer stafford - eye for travel online marketing summit - june...
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From Vine to Pinterest to Instagram there are many ways that travel brands can take advantage of visual social media sites to drive traffic, conversion and engagement. See examples from HomeAway and other brands on how they are using emerging social media channels to connect with their fans and market their products and companies. http://twitter.com/jennstafford http://homeaway.com http://facebook.com/homeaway http://pinterest.com/homeaway http://instagram.com/homeawayTRANSCRIPT
HomeAway Confidential© HomeAway. All rights reserved.
Emerging Social Media
Jennifer Stafford – Social Media Manager, HomeAway
@jennstafford
@jennstafford @homeaway
HomeAway Social Ecosystem
World’s largest vacation rental marketplace
15 brands globally working on social
~100 social media accounts worldwide– Reach over 175 million– ~2 million engagements
with our content per year
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@jennstafford @homeaway
Social Media Trends
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@jennstafford @homeaway
Trend 1: Visual Social Media
Visual social media is the buzzword and focus for successful social marketers, but visual media is not a new concept
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52% of travelers use social media for summer vacation inspiration
Source: Google Travel Survey, 2012
@jennstafford @homeaway
Trend 2: Micro-Video
Video falls under visual social media, but new mobile micro-video apps are creating new opportunities for marketers
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38.8 billion videos were viewed in April 2013
Source: Comscore
@jennstafford @homeaway
Who Uses Visual Social Networks
Pinterest– Over 25 million active users– Avg user has 2757 pins, 35 boards,
355 followers• 70-75% female• 31% age 30-64• 20% college+ education• 41% $50,000+ income
Instagram– 100 million active users
• 17% age 30-64• 12% college+ education• 24% $50,000+ income
Vine– Small but growing– Age range skews to 25-44– Skews female– Skews to college educated
6Sources: Pew Research, Q4 2012; TechCrunch, App Insider
YouTube– 1 billion users– 4 billion views/day
Flickr– 87 million users– 40 million+ photos/month
Many more…– Viddy (Instagram for Video) –
39 million users – Vimeo – 14 million users– SocialCam – 56 million+ users– Path – 10 million+ users– Imgur – 50 million+ users– Etc.
@jennstafford @homeaway
What Users do on Visual Social Networks
7Sources: Pew Research, Q4 2012; TechCrunch, ComScore, Facebook
@jennstafford @homeaway 8Source: 2012 Google Travel Study,
Watch Travel Videos:
- 45% leisure travelers
- 64% business travelers
Engage with Travel Videos: - 41% of leisure
travelers (watch, upload or comment)
@jennstafford @homeaway
HOW DO BRANDS CAPTURE THE CONVERSATION?
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@jennstafford @homeaway
Conversation Starters
1. Be Inspirational
2. Feature Your Customers
3. Give Back to Fans
4. Showcase Your Product
5. Showcase Your Brand
Be Creative!!
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@jennstafford @homeaway
INSPIRE WANDERLUST
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@jennstafford @homeaway
Inspire Wanderlust
Highlight the best features of a destination
Don’t have an original photo? Repost from others with a comment
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@jennstafford @homeaway
Inspire Wanderlust
Lots of similar content to share?
Quality over quantity
Don’t overwhelm fans.– Apps like Pic Stitch
or use Photoshop to push together similar content
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@jennstafford @homeaway
Inspire Wanderlust
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Create a travel postcard series for
by mixing destination and fan
content into the theme
@jennstafford @homeaway
Inspire Wanderlust
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Create a travel postcard series for
by mixing destination and fan
content into the theme
@jennstafford @homeaway
Inspire Wanderlust
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Create a travel postcard series for
by mixing destination and fan
content into the theme
@jennstafford @homeaway
Inspire Wanderlust
Take advantage of timely/seasonal events to create content
Inspirational/destination photos can mix in a marketing message and still see good levels of engagement
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@jennstafford @homeaway
Inspire Wanderlust
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Focused Pinterest boards give more opportunities for a wide variety of content
Popular, tangential topics can complement your brand
@jennstafford @homeaway
GIVE CUSTOMERS A STARRING ROLE
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@jennstafford @homeaway
Give Customers a Starring Role
Tiffany & Co.
Continuous hashtag #truelovepictures promoted to fans
Fans hashtag photos and many are featured
Apply It:– Pull content into a page on your site
or a microsite– Create a hashtag for fans– Repost best photos on Instagram,
Twitter, Facebook and Pinterest
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@jennstafford @homeaway
Give Customers a Starring Role
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Request fans submit content and publish
Republish content you find where fans have mentioned your brand
@jennstafford @homeaway
Give Customers a Starring Role
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Request fans submit content and publish
Republish content you find where fans have mentioned your brand
@jennstafford @homeaway
Give Customers a Starring Role
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Request fans submit content and publish
Republish content you find where fans have mentioned your brand
@jennstafford @homeaway
Give Customers a Starring Role
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Request fans submit content and publish
Republish content you find where fans have mentioned your brand
@jennstafford @homeaway
Give Customers a Starring Role
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Request fans submit content and publish
Republish content you find where fans have mentioned your brand
@jennstafford @homeaway
GIVE BACK TO FANS
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@jennstafford @homeaway
Give Back to Fans
Promote marketing campaigns
Freebies for fans
Online sale? Try a QR code image.
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@jennstafford @homeaway
Give Back to Fans
Promote marketing campaigns
Freebies for fans
Online sale? Try a QR code image.
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@jennstafford @homeaway
Give Back to Fans
Promote marketing campaigns
Freebies for fans
Online sale? Try a QR code image.
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@jennstafford @homeaway
SHOWCASE YOUR PRODUCT
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@jennstafford @homeaway
Showcase Your Product
Brand awareness
Customer how-to videos
Testimonials/Product Reviews
New Product Releases
Intro-content for longer videos or marketing material
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@jennstafford @homeaway
Showcase Your Product
Brand awareness
Customer how-to videos
Testimonials/Product Reviews
New Product Releases
Intro-content for longer videos or marketing material
32
@jennstafford @homeaway
Showcase Your Product
Brand awareness
Customer how-to videos
Testimonials/Product Reviews
New Product Releases
Intro-content for longer videos or marketing material
33
@jennstafford @homeaway
Showcase Your Product
Brand awareness
Customer how-to videos
Testimonials/Product Reviews
New Product Releases
Intro-content for longer videos or marketing material
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@jennstafford @homeaway
SHOWCASE YOUR BRAND
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@jennstafford @homeaway
Showcase Your Brand
People love behind the scenes views of a company
Themes:– Inside look at the
office– Company events– Employee
spotlights– Philanthropy
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@jennstafford @homeaway
Showcase Your Brand
People love behind the scenes views of a company
Themes:– Inside look at the
office– Company events– Employee
spotlights– Philanthropy
37
@jennstafford @homeaway
Showcase Your Brand
People love behind the scenes views of a company
Themes:– Inside look at the
office– Company events– Employee
spotlights– Philanthropy
38
@jennstafford @homeaway
Showcase Your Brand
People love behind the scenes views of a company
Themes:– Inside look at the
office– Company events– Employee
spotlights– Philanthropy
39
@jennstafford @homeaway
Showcase Your Brand
People love behind the scenes views of a company
Themes:– Inside look at the
office– Company events– Employee
spotlights– Philanthropy
40
@jennstafford @homeaway
Showcase Your Brand
People love behind the scenes views of a company
Themes:– Inside look at the
office– Company events– Employee
spotlights– Philanthropy
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@jennstafford @homeaway
Tips
Instagram– Find hashtags relevant to your brand– Use photo collage apps like Pic Stitch– Incentives to upload (contests, reposting)– Discounts (#promocode)
Vine– Be creative!– Use it as an intro to longer videos hosted on your site or a video service– Ensure there is good lighting and remember there is audio recording– Research how others are using micro-video
Test emerging channels as part of a holistic social strategy with proven networks like Facebook, Twitter and YouTube
Share the love with other brands and users. Be social: Repost and engage!
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