MAD ALKATIRI Senior Community & Social Product Manager – Wego.com

THE #SOCIALNUTS PRESENTED BY MAD AT EXTRAORDINARY TOURISM EXCHANGE 2013, PERTH – WESTERN AUSTRALIA

#ETE2013 #SOCIALNUTS Psst.  My  twitter  account:  @madalkatiri  

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 “Social  Media  is  like  teen  sex.  Everyone  

wants  to  do  it.  Nobody  know  how.  When  it’s  ?inally  done,  there  is  

surprise  it’s  not  better.”    

- Avinash Kaushik, Google

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 “Social  media  refers  to  the  means  of  interactions  among  people  in  which  they  create,  share  and  exchange  information  &  

ideas  in  virtual  communities  and  

network.”    

- Wikipedia.org

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EXPLAINED WITH

BEER

DON’T CARE ABOUT SOCIAL MEDIA?

YOU’RE NUTS!

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#1 Social media has overtaken pornography as the number 1 activity on the web.

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#2 Consumers continue to spend more time on social networks than on any other category of sites—roughly 20% of their total time online via PC, and 30% of total time online via mobile.

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#3 Australia has some of the highest social media usage in the world. In usage of Facebook, Australia ranks highest, with over 9million users spending almost 9hours per month on the site. Source:  “Social  Media  Stats  in  Australia  Facebook  Blogger  Myspace".  Socialmedianews.com.  

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#4 If you make customers unhappy, they might each tell 5 friends in the physical world. But in the social media, they can each tell 500.

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WANT MORE? HERE ARE SOCIAL MEDIA FACTS

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As  of  July  2013,  Facebook  has  

1.15  billion  active  users.    

Including my parents!

Image: sproutsocial.com!

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2012 161M

Twitter  is  the  fastest  growing  social  network  in  the  world  with  44%  growth.

2013 288M

Image: sproutsocial.com!

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Google+  remains  the  number  2  

social  platform  in  the  world  with  359m  users.

Image: socialmediatoday.com!

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Every  second,  two  new  people  join  LinkedIn.  

 Australia is on the top 10

countries of the most LinkedIn users with 4m members.

Image: sproutsocial.com!

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Video  views  per  day  on  YouTube:  4b,  with  hours  of  video  watched  per  month:  6b.

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IT’S NUTS! WHAT’S NEW IN 2013?!

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2013 Image: silveradoblog.com!

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SOCIAL MEDIA CHANGES THE WAY PEOPLE TRAVEL

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Online behaviors of travellers.

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Proportion of travellers frequently using social media during travel.

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THE #CASESTUDIES WEGO INDONESIA, ON SOCIAL FROM ZERO TO TODAY BARONDA MALUKU, A SOCIAL INITIATIVE TO REBRANDING MALUKU

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WEGO INDONESIA From  zero,  to  over  650,000  members  of  social  media.  

Team. Wego Indonesia social media managed by passionate local social team who breathe with social media and love to travels.

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as  Community  Manager.  Loves  traveling  with  gadgets,  had  more  than  35  5lights  /  12  trips  last  year,  plays  key  role  in  8  traveller  &  diver  community.  

BANI as  Social  Media  Manager.  Has  more  than  70,000  followers  on  her  Facebook  and  2,000  on  twitter,  breath  with  social  media.  

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Strategy. Wego Indonesia has a clear strategy and key message from the start.

“We  want  to  inspire  250m  Indonesians  to  travel  more,  especially  within  Indonesia  

because  Indonesia  has  so  much  to  offers,  not  just  Bali.”  

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fb.com/wego.indonesia

Beautiful Indonesia photos everyday on our social channels, showing hundred of destinations in Indonesia.

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Social campaigns, match with the key message. We want to keep it consistent. We had Travel Photo Contest: Ini Indonesia! back in 2012, and got massive 6,000 submissions.

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Collaboration with the local travelers community, who has same mission.

(Vaastu  Video)  

Events. To gather people who has same passion: travel, we create #WegoHangout event, bimonthly.

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#WegoHangout  I  –  Dec  2012   #WegoHangout  II  –  Apr  2013   #WegoHangout  III  –  Jun  2013  

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Events. When they’re having fun, they tweet about it.

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Numbers.

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200k People  engaged  on  our  social  channels  

3m Total  reached    

everyweek  on  socials  

670k Wego  Indonesia  Facebook  Fans  

26k Wego  Indonesia  Twitter  Followers  

12% Total  visit  from  social  channels  

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BARONDA MALUKU A  social  initiative  to  rebranding  Maluku  

MALUKU IS A BEAUTIFUL ISLAND IN EAST OF INDONESIA. 3,5hrs flight from Jakarta. You can fly with Garuda Indonesia, Lion Air, Sriwijaya Air. #SO

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Sectarian  con?lict  broke  out  in  Maluku  in  January  1999  until  February  2002.  

Claimed  more  than  6,000  lives  and  

displaced  700,000  others.

Image: npr.org! #SO

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A mission to bring back Maluku’s old title: Maluku Manise.

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#BarondaMaluku Team

10 well-known and creative travellers, are brought together for the #BarondaMaluku mission. Contribute to promote Maluku using their expertise.

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Influencers Team

Marischka Prudence and Riyanni Djangkaru are Indonesia celebrity with more than 200,000 followers on Twitter. Dayu Hatmanti is the Miss Scuba International.

@marischkaprue   @r_djangkaru   @dayuhatmanti  

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Get people talking and they will do the marketing for you. The power of word of mouth.

#BarondaMaluku Team

Travellers Everyone Else

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Content & Media Team

Atre is a travel journalist. Herajeng is the travel writer who’s been released her own books. And Indohoy is the English travel blogger specialist.

@atre7   @BackpackerNotes   @indohoy  

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Let the blogger/writer talk about Maluku in their own words. Also user generated content to promote Maluku.

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Camera Team

Barry Kusuma is one of the most famous travel photographer in ID. Giri Prasetyo is an excellence travel videographer and Ferry Rusli is UW specialist.

@barrykusuma   @ferryrusli  

@giri_prasetyo  

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Photos and videos are the king in tourism destination social marketing from an inspiration point of view.

(#BarondaMaluku  Video)  

Passions sit in the middle of everything.

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THE #INSIDERTIPS IF YOU’RE TARGETING INDONESIA MARKET!

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using Social Media!  

SOCIAL PRESENCE is a must.

Source:  Indonesia  Travel  Insight,  Google  Indonesia  (August  2013)  

Platform. Choose the right social platform. The popular platforms in Indonesia:

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DID YOU KNOW? 83% OF INDONESIANS SHARE THEIR TRAVEL EXPERIENCES DURING THE TRIP AND 89% POST TRIP? Source:  Indonesia  Travel  Insight,  Google  Indonesia  (August  2013)  

Partner. Work with the local partner or community who has strong social presences. Reach the audiences effectively.

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Influencer. Identify and engage key opinion leaders in social media. Indonesians do listen to them.

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Social Ads. Facebook ads, twitter ads, are very important to make sure you reach wider audiences.

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NUTS $0.01 Average  Cost  

per  Acquisition  (CPA)  

$0.02 Average  Cost  

per  Engagement  (CPE)  

$15,000 Spend  commitment  for  

Twitter  Ads  

Photo, Video. Indonesian loves to see photos and videos.

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business  travelers  have  seen  videos  about  their  destination  

56% leisure  travelers  have  seen  

videos  about  their  destination   Source:  “Indonesia  Travel  Insight”.  Google  Indonesia  (August  2013)  

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KNOW WHEN to launch your campaigns!

TERIMA KASIH!

Mad  Alkatiri  |  email:  mad@wego.com  |  twitter:  @madalkatiri