social commerce for in-destination experiences · 99%. 99%. 99%. 99%. 96%. 96%. 89%. 87%. 87%. 87%....

#arivalevent

Social Commerce for In-Destination Experiences

#arivalevent

GERRIT KRUGERPartner & Managing Director

Chameleon [email protected]

WORKSHOPSocial Commerce for In-Destination Experiences

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SOCIAL COMMERCE FOR IN-DESTINATION EXPERIENCES

Using the power of social commerce to promote your business

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//

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THE STATE OF SOCIAL MEDIA// Which social media channels are out there and how important are they?

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SOCIAL MEDIA IS EVERYWHERE//

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SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION//

Hootsuite, we are social, 2019

99% 99% 99% 99%96% 96%

89% 87% 87% 87% 86% 86% 86% 85% 85% 84% 84% 83% 82% 81% 80% 80% 80% 78% 77% 75% 74%71% 69% 69% 69% 67%

60% 59% 58% 57% 57% 57%54% 53% 52%

30% 29%24%

19%

Mal

aysia

Phili

ppin

es

Taiw

an

U.A

.E.

Arge

ntin

a

Sout

h Ko

rea

Sing

apor

e

Hong

Kon

g

Saud

i Ara

bia

Mex

ico

Colo

mbi

a

Thai

land

New

Zea

land

Aust

ralia

Swed

en

Chin

a

U.S

.A.

Denm

ark

Irela

nd

Braz

il

Viet

Nam U.K

.

Turk

ey

Cana

da

Belg

ium

Net

herla

nds

Port

ugal

Indo

nesia

Spai

n

Fran

ce

Japa

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Italy

Mor

occo

Switz

erla

nd

WO

RLDW

IDE

Russ

ia

Aust

ria

Egyp

t

Pola

nd

Sout

h Af

rica

Germ

any

Indi

a

Ghan

a

Keny

a

Nig

eria

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99% 99% 99% 99%96% 96%

89% 87% 87% 87% 86% 86% 86% 85% 85% 84% 84% 83% 82% 81% 80% 80% 80% 78% 77% 75% 74%71% 69% 69% 69% 67%

60% 59% 58% 57% 57% 57%54% 53% 52%

30% 29%24%

19%

Mal

aysia

Phili

ppin

es

Taiw

an

U.A

.E.

Arge

ntin

a

Sout

h Ko

rea

Sing

apor

e

Hong

Kon

g

Saud

i Ara

bia

Mex

ico

Colo

mbi

a

Thai

land

New

Zea

land

Aust

ralia

Swed

en

Chin

a

U.S

.A.

Denm

ark

Irela

nd

Braz

il

Viet

Nam U.K

.

Turk

ey

Cana

da

Belg

ium

Net

herla

nds

Port

ugal

Indo

nesia

Spai

n

Fran

ce

Japa

n

Italy

Mor

occo

Switz

erla

nd

WO

RLDW

IDE

Russ

ia

Aust

ria

Egyp

t

Pola

nd

Sout

h Af

rica

Germ

any

Indi

a

Ghan

a

Keny

a

Nig

eria

SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION//

Hootsuite, we are social, 2019 © 2

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Cham

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// Which social media channels should I pay attention to?

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THE TOP 18//FACEBOOK

2,271

YOUTUBE1,900

WHATSAPP1,500

MESSENGER1,300

WECHAT1,083

INSTAGRAM1,000

QQ803

QZONE531

TIKTOK500

SINA WEIBO446

REDDIT330

TWITTER326

DOUBAN320

LINKEDIN303

BAIDU TIEBA300

SNAPCHAT287

PINTEREST250

LINE194

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CHINA – MOST ACTIVE SOCIAL MEDIA PLATFORMS//

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JAPAN – MOST ACTIVE SOCIAL MEDIA PLATFORMS//

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MALAYSIA – MOST ACTIVE SOCIAL MEDIA PLATFORMS//

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SINGAPORE – MOST ACTIVE SOCIAL MEDIA PLATFORMS//

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SOUTH KOREA – MOST ACTIVE SOCIAL MEDIA PLATFORMS//

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THAILAND – MOST ACTIVE SOCIAL MEDIA PLATFORMS//

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VIET NAM – MOST ACTIVE SOCIAL MEDIA PLATFORMS//

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DON’T LOOK AT “WHERE”, LOOK AT “WHO” & “WHAT”

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11%

13%

7%

5%

3%2%

4%

16%

19%

9%

5%

3%2%

13 - 17 years old 18 - 24 years old 25 - 34 years old 35 - 44 years old 45 - 54 years old 55 - 64 years old 65+ years old

Female Male

SOCIAL MEDIA AUDIENCE PROFILE//

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Pew Research Center, 2018

60%

PURCHASE WHAT MAKES

THEM FEEL GOOD

PREFER EXPERIENCES

50%

LIKE SHARING ON SOCIAL

MEDIA

86%

LIKE TO SHOP

LOW BRAND

LOYALTY

85%

TRUST USER GENERATED CONTENT

50%

SEEK RELEVANCY

MILLENNIALS WANT RELEVANT STORYTELLING//

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PEOPLE TELL STORIES.THEY WANT TO GET INSPIRED ANDCREATE THEIR OWN EXPERIENCES.

// Some things never change

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Cham

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// Let others tell your story

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Regardless of what you choose

People are skilled at ignoring marketing and rarely change their mind.

Ads don’t work the way they used to

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Brand-generated content is being

IGNORED

Content created by brand is perceived as less

authentic than content generated by users

CHALLENGES

Brands are spending more

Year-over-year increase in brand created content

3x

For less return

of all brand created content gets notices

5%

Source: Beckon Research

© 2019 Chameleon Strategies, All rights Reserved

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User-generated content is being NOTICED

Content created by brand is perceived as less authentic than content generated by

users

IMPACT OF USING USER-GENERATED CONTENT

Strengthen consumer trust

of consumer trust earned media more than owned

media

92%Drive sales

of purchase decisions are peer influenced

81%

Source: Nielsen Source: Forbes


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pieces of visual user-generated content are shared every day3.1billionTHE OPPORTUNITY

Nielsen, 2019


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Getting visitors and locals to

(and generate awareness for you)share their stories

Emotions which trigger to get people to share:• Achievement• Pride• Truly helpful• Self image• Incentives (contests)

Increasingly people prefer to share specifically within groups with the interest/community

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KEEP YOUR CLIENTS ENGAGED//

THROUGH STAFF

Train your staff to talk to the guest and to ask them to tag you

THROUGH COLLATERAL

Produce simple communication pieces to tell your guests what to

do

THROUGH COMS

Ask your guests to tag their visual content in communications with them, such as mailers, screens.

Social Media, etc.

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PARTNER TO BENEFIT FROM COLLABORATION

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SOCIAL COMMERCE// Converting at “Point of Inspiration”

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No conversion point on Social Media

You don’t own you customer on Social Media. You are only renting your space on platforms like Facebook, Twitter, Instagram, YouTube, and Pinterest.

“Driving sales with Social Media

= Integration at the point of conversion

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Your website

1. Customers visit website looking for products/ services to research/ purchase

2. Customers are driven off-site via social media to engage with the brand by reading reviews, viewing images, etc.

3. Customers comment, share, write reviews…stories about your brand/products/service develop.

4. Social stories are inserted at all points of buying funnel and lead to greater brand engagement and sales.

77% of consumers read reviewsBefore making a purchase.

Email Advertising

Landing Page Editorial

USER GENERATED CONTENT PUBLISHED TO ALL YOUR MARKETING CHANNELS

WEBSITE

TRANSACTION

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CONSUMER PURCHASING DECISIONS ARE INFLUENCED BY SHARED VISUAL CONTENT

SOCIALCOMMERCE

PEOPLE ARE 6 TIMESMORE LIKELY TO BUY

$

Gartener Research, 2017

$

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Our ENWOKE technology leverages existing consumer behavior to increase engagement, drive brand exposure and revenues.

Existing user behavior

ENWOKE impact

Consumers take photos,…

…tag, and share on own social media.

Media gets aggregated into websites.

Other consumers get inspired by content,…

… have direct purchasing links generating revenue,…

Businesses see the value to motivate consumers via marketing automation tools

…and direct access to additional information generating engagement.

Other consumers get inspired but don’t have direct purchasing access

BUILDINGEXPOSURE

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Cham

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// Integrated UGC & Collaboration

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Use the power of many to build powerful and sustainable campaigns in collaboration with partners. The GMS has a strong network of experiences. This creates millions of shared moments through a strong network of micro social media contests , showcasing the diversity and strong appeal of the GMS by building a cloud of content that increases the awareness of the region internationally.

The more you engage your customers and connect to other experiences, the more exposure you will get online, the more bookings you will receive in the future, and the more the region will be promoted as a result.

COLLABORATIVELY PROMOTINGTHE GREATER MEKONG SUBREGION

CAMBODIA CHINA (PRC) LAO PDR MYANMAR THAILAND VIET NAM

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© 2

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Cham

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// Mekong Mini Movie Festival

2019 TIMELINE

© 2019 M



NOW | #MekongMinis are open for submissions31 October 2019 | Submissions closeNovember 2019 | Shortlisting and JudgingDecember 2019 | Announcement of winners

social commerce for in-destination experiences · 99%. 99%. 99%. 99%. 96%. 96%. 89%. 87%. 87%. 87%....

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