social media and content masterclass final compressed...-social media advertising is 91% cheaper...

IGNITEMobile First Mindset for Tourism

DISCOVERY

Ashlee Davie

Account Manager, Travel

Ashlee Davie

Account Manager, Travel at Facebook

Lives in Austin, Texas

AGENDA

Ignite discovery: mobile-first Travel trends1

How to build creative for mobile consumption

2

Tell your destination’s story!3

Reach travelers across our family of apps

4

TRENDS ON FACEBOOKTravelers are looking for travel inspiration

OTA/AGGREGATOR

VACATION RENTAL

TRANSPORTATION

SEARCH

INFORMATION

HOTEL digital touchpoints*

56

THE CONSUMER PATH TO DESTINATION DECISION AND PURCHASE IS COMPLEX

over

116minutes

43days

Source: “Passive Digital Travel Research Journey” by GfK (Facebook-commissioned passive observation of digital browsing, search and app behavior of 97 people in the US ages 18–64 during the 3-month period before they booked a trip), Nov 2015–May 2016. A trip was defined as leisure travel involving a flight, hotel or cruise.

FINISH

START

During the average planning period, travelers spent

5xmore time on Facebook than on travel-related apps, sites and searches

Source: “Passive Digital Travel Research Journey” by GfK (Facebook-commissioned observation of digital browsing, search and app behavior of 97 people in US ages 18–64 during the three-month period before they booked a trip), Nov 2015–May 2016. A trip was defined as leisure travel involving a flight, hotel or cruise.

Sources: *Instagram data, US, Feb 2018. **Instagram data (Instagram.com), Apr 2017. ***Instagram data based on audiences eligible to see ads on Instagram based on a variety of factors. Data based on US users that are ages 18–65+, male/female, travel related hashtags, based on 28 days prior to Mar 9, 2017.

67%of travelers surveyed choose Instagram over magazines when looking for inspiration

Where should we go next?

Source: “Passive Digital Travel Research Journey” by GfK (Facebook-commissioned passive observation of digital browsing, search and app behavior of 97 people in the US ages 18–64 during the 3-month period before they booked a trip), Nov 2015–May 2016. A trip was defined as leisure travel involving a flight, hotel or cruise.

85%turned to their mobile device when planning their last trip

SPARK DISCOVERY IN A MOBILE-FIRST WORLD

PEOPLE THUMB THROUGH ONE STATUE OF LIBERTY EVERY DAY ON FEED

Source: Facebook internal data

Average minutes spent per day with mobile devices will surpass TV by 2020

0

50

100

150

200

250

300

2013 2014 2015 2016 2017 2018 2019 2020

Mobile TV

Source: eMarketer, Mobile Time Spent 2018

MOBILE IS COMPETING FOR MORE OF OUR ATTENTION

MATCHING CONSUMERS’ BEHAVIOR ON MOBILE CAN POSITIVELY IMPACT CAMPAIGN RESULTS

Source: Citation: Five Keys to Advertising Effectiveness: Quantifying the Impact of Advertising on Sales” by Nielsen Catalina Solutions, Aug 2017

of a brand's sales lift from digital advertising can be attributed to high-quality creative

56%

MOBILE FEED IS DIFFERENT

FREQUENT FAST SOUND-OFF

MAIN MESSAGE

5 1 5 3 0

CONTENT IS CONSUMED DIFFERENTLY ON MOBILE

Source: Facebook research and Nielsen

47%of the value in a video campaign is delivered within the first 3 seconds

74%of the value was delivered in the first 10 seconds

EVERYTHING COMPETES WITH EVERYTHING

MOBILE-FIRST CREATIVE CHECKLIST

Is the message delivered in the first 3 secs?

Does it capture attention quickly?

Is it thumb-stopping?

Is it designed for sound off?

Is it 15 secs or less?

CREATIVE TOOLS

Video Creation

Kit

CreativeBrief

MobileStudio

CREATIVE BRIEFUnique selling proposition (USP) grid

What makes this destination unique?What makes it unable to be imitated?

1What's in it for the traveler?

2

What's the goal of the ad?

4What's the Brand Identity ?

3

(Colors, Fonts, Logo, Voice, Tone)

* iPhone only. All others compatible with iOS and Android.

Top 10 creative apps

Adobe Photoshop Express

Adobe Spark Post

Piclab

Plotagraph*

Ripl

Videoshop

Quik

Instagram Stories

Boomerang

Legend

PHOTO ENHANCING VIDEO ENHANCING

22

Static image Basic motion Brand in motion Demo in motion

Creative in Action

CONVERTING TRAVELERS WITH SHORT-FORM FACEBOOK VIDEO ADS

Source: https://www.facebook.com/business/success/kayak

39%Lower cost per incremental searcher with video than with still images

50%Reduction in ad production time

2.1Mpeople reached

In order to stand out from common travel ads and to get more people to search on KAYAK.com, the team partnered with Facebook Creative Shop in its Create-to-Convert pilot program. The program adds lightweight motion to still images for more compelling mobile ads. They tested their performance and proved that video can outperform still images, and can be quickly and efficiently produced to deliver substantial returns.

REACH PEOPLE ACROSS THE FAMILY OF APPS

DELIVERY WHERE YOUR AUDIENCE SPENDS THEIR TIME

1 Compared to Facebook-only placementSource: “Optimizing Direct Response Campaigns across Facebook, Instagram & Audience Network,” Facebook IQ whitepaper, Dec 2017

COMBINING PLACEMENTSSelect automatic placements for better results

2.1x lift1

71% lower cost per conversion1

7% more reach1

AUTOMATIC PLACEMENTS

Let Facebook do the work for you

One creative, many placements

Choose the images or videos people see in your ads depending on where those appear

ASSET CUSTOMIZATION GIVES YOU MORE CONTROL OVER PLACEMENTS

KKEY TAKEAWAYS

Consumer behavior has shifted drastically and frequent & fast mobile consumption is exploding!

1

It’s proven! Creative excellence positively impacts campaign performance. 2

If it’s a video, keep it short (15 secs or less) & capture attention quickly by putting your main message in the first 3-5 seconds.

3

THANK YOU

S O C I A L M E D I A & C O N T E N T M A S T E R C L A S SAUG. 19, 2019

- We are a global travel brand dedicated to showcasing the good in the

world through the power of travel

- We’ve built the world’s largest tourism community on social media. Over

20 million people in 180 countries turn to us daily across multiple

platforms

- We help some of the largest DMO’s promote their destinations

- Ranked one of the most innovative companies by Fast Company in 2017

Who we are and what we do

BEAUTIFUL DESTINATIONS

33

Copyright Beautiful Destinations 2019

- We want to teach you how to take advantage of social media

- We want to explain why you should shift focus and build a team around

community building

34

Copyright Beautiful Destinations 2019

Understanding social

WHY ARE WE HERE?

More often than not, social media channels are being run by somebody

fresh out of university with little experience.

Would you put an inexperienced first year student in charge of producing

your tv commercial?

This comparison may seem extreme, but social media is overlooked as

the greatest attribute in your marketing toolbox.

ARE YOU INVESTING IN SOCIAL?

35Copyright Beautiful Destinations 2019

Social media

FOCUS ON WHAT MATTERS


- Social media advertising is 91% cheaper than Broadcast TV

- $2.50 average CPM of social media

- $28 average CPM of Broadcast TV

- One billion hours watched daily on YouTube

- YouTube, on mobile alone, reaches more people in this US

audience than any TV network.

- Mobile video consumption rises by 100% every year.

- 500M+ daily active Instagram users

- 1.59 billion daily active Facebook users

- 18-34 year old primary demographic

- Social video gets shared 1200% more than text and images

combined. Primary place for sharing videos are these platforms

- Put your content where your users attention already is

INSTAGRAM & FACEBOOK


Social media

Understanding the demographic

WHO IS YOUR CUSTOMER?- Millennials (ages 24 to 35) travel the most, 35 days each year

- Generation Z (ages 18 to 23) travel 29 days each year

- Generation X (ages 40-54) travels the least, as a result of work and

family commitments

- Perfect link with the ideal demo of Instagram + Facebook


@BeautifulDestinations

Developing your visitor profile


What would they do in your destination?

What do you want them to do in your destination?

For example, you have to understand if your customers are

seeking adrenaline-based activities or peaceful nature retreats

Make content tailored to their ideal vacations

WHO IS YOUR CUSTOMER?

Relatability

Mobile video usage has increased by nearly 10 million daily

viewing minutes in the last two years.

Social-first content that is digestible by your primary

demographic.

Relatability is huge. Your audience must be able to visualize

themselves in your content.

INVEST IN VIDEO


- Most important piece of marketing tool box

- “Viewers retain 95% of a message when they watch it in a video

compared to 10% when reading it in text.”

- Create engaging content that your target audience would like to

participate in

CONTENT IS KING


Make content around activities and experiences

How to Stand Out


The challenge of the saturated social media landscape

Capturing the viewers attention

15 Second Video- Satisfy people’s short attention span

- Get them interested within 3 seconds


- Drone

Try Something New


Leveraging innovative technologies

- 360 Camera

Try Something New



- FPV

Try Something New



- Underwater

Try Something New



- Timelapse

- Hyperlapse

Try Something New



Capturing the viewers attention

Social First VideoOut of the top 12 most engaging videos from the year on

@BeautifulDestinations:

All are :30s or under

7 are phone video

2 are drone shots

2 feature innovative technology

1 is a hyperlapse


- Can be created real-time

- Doesn’t require large team or big budget

- Doesn’t need to be overly produced

- Most content from users’ friends are simple mobile photos or

videos. To fit naturally into the platform, consider creating

content that matches typical IG story content

- It’s a social media platform, don’t forget to be social

- Can be as simple as challenging everybody in DMO’s office to

capture phone footage of personal activities and edit that in-

house for casual social interactions

Power of Instagram Stories

15 Second Video


- We see a 33% increase in average views

per slide when an Instagram Story is

phone footage featuring in-app text and

graphics. Shot within the app and for

the app.

Power of Instagram Stories

15 Second Video


Culturally Relevant Human Led Attention Grabbing

I want all of you to take a pause right now. Think for the next 10 seconds

about what your biggest attraction can be.

I’m going to run you through examples of destinations that are taking

advantage of social and boosting tourism around unique activities.

Pause and Think...


- Nearly 750,000 visitors attend the Albuquerque, New Mexico hot

air balloon festival each year

- 166,415 people have posted to Instagram using #balloonfiesta

Balloon Fiesta, Albuquerque



- Use influencers to create FOMO

- “We have observed a 18 per cent increase in inbound bookings

(international tourists) as well incorporating Mathura and

Vrindavan (Uttar Pradesh) to their itineraries to experience the

grandeur and larger than life celebrations of the festival in India”

- 535,859 people have posted to Instagram using #holifestival

Holi Festival, India


Make content around activities and experiences@jacob

Swimming Pigs, Bahamas- Make innovative content (360 for example)

- Give people a fun and shareable reason to visit

- The Bahamas has seen a 22% rise in visitors in the past 3 years.

- Part of that appeal is from attractions like swimming pigs



- Put your audience in the video

- Show an unknown experience and create FOMO

- Consider including raw reactions to an event (can hear person

saying “Oh that's so awesome, wow!”)


Dive Atlantis, DubaiMake content around activities and experiences

To Recap-Create innovative content-

-Make sure the content is social first-

-Create a buzz-


Most Important Question To Ask Yourself:“If I had only 1 afternoon to spend in your destination, what is the main

activity I should do?”

Once you figure that out, go and make social-first content for this activity

and share it where your audience’s attention already is.


social media and content masterclass final compressed...-social media advertising is 91% cheaper...

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