Social Media For Travel Brands

@eskimon • #TheSocialTraveller • 1We Are Social

THE SOCIALTRAVELLER

SIMON KEMP • WE ARE SOCIAL

SOCIAL MEDIA FOR TRAVEL MARKETERS

wearesocial


SIMON KEMP@eskimon


THIS REPORT IN CONTEXTSingapore Tourism Board (STB) recently

commissioned We Are Social to research and analyse the latest trends in social media behaviour

around the world, and provide our perspectives on how these developments will impact travel

marketers in the coming months. We presented the findings contained in this presentation at STB’sDigital Marketing Lab a few weeks ago, but STBhave been kind enough to make these findings

publicly available for the world in this document.


CONTENTS1. THE STATE OF GLOBAL SOCIAL

2. SUCCEEDING IN SOCIAL

3. OUR RESEARCH FINDINGS

4. SOCIAL & THE ‘TRAVEL CYCLE’

5. KEY TIPS FOR SUCCESS


SOCIAL MEDIA USAGE AROUND THE WORLD IS CHANGING ALL THE TIME

@wearesocialsg • 7

GLOBAL DIGITAL SNAPSHOT

INTERNETUSERS

TOTAL POPULATION

ACTIVE SOCIAL MEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

FIGURE REPRESENTS UNIQUE MOBILE PHONE USERS

FIGURE BASED ON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS

FIGURE BASED ON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS

FIGURE REPRESENTS TOTAL GLOBALPOPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS

BILLION BILLION BILLION BILLION BILLION

A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS

• Sources: Population: UN, US Census Bureau; Internet: ITU, InternetWorldStats, CIA, national government ministries and industry associations;• Social & Mobile Social: Facebook, Tencent, VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; Mobile: GSMA Intelligence.

7.416

APR2016

URBANISATION: 54%

3.419

PENETRATION: 46%

2.430

PENETRATION: 33%

4.730

PENETRATION: 64%

2.124

PENETRATION: 29%


NORTHAMERICA

CENTRALAMERICA

SOUTHAMERICA

AFRICA

MIDDLEEAST

WESTEUROPE

EASTEUROPE

EASTASIA

OCEANIA

CENTRALASIA

SOUTHASIA

SOUTHEASTASIA

GLOBALAVERAGE:

SOCIAL MEDIA USEJAN2016

• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data.

31%

59%

50%11%

26%

48%

45%

48%

45%

40%

6%

11%

37%

TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION


TIME SPENT ON SOCIAL MEDIAJAN2016

• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64. Averages also factor non-users.

AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY

3.7

3.3 3.2 3.2

3.0 3.0 2.9 2.9 2.9

2.7

2.5

2.3 2.3

2.0

1.9

1.7 1.6 1.6

1.5 1.5 1.5 1.4

1.3 1.3

1.2 1.1 1.1

0.3

PHIL

IPPI

NES

BRAZ

IL

MEX

ICO

ARG

ENTI

NA

UAE

MAL

AYSI

A

SAU

DI A

RABI

A

THAI

LAN

D

IND

ON

ESIA

SOU

TH A

FRIC

A

TURK

EY

VIET

NAM

IND

IA

ITAL

Y

RUSS

IA

USA

SIN

GAP

ORE

SPAI

N

HO

NG

KO

NG UK

CH

INA

CAN

ADA

POLA

ND

FRAN

CE

AUST

RALI

A

GER

MAN

Y

SOU

TH K

ORE

A

JAPA

N


JAN2016 FACEBOOK USE BY DEVICE

BASED ON THE GLOBAL NUMBER OF ACTIVE USER ACCOUNTS ACCESSING FACEBOOK VIA EACH DEVICE, IN MILLIONS

ACTIVE ACCOUNTS ACCESSING VIA DESKTOP OR LAPTOP COMPUTERS

ACTIVE ACCOUNTS ACCESSING VIA SMARTPHONES

ACTIVE ACCOUNTS ACCESSING VIA

FEATURE PHONES

ACTIVE ACCOUNTS ACCESSING VIA

TABLETS

##

PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL:

##

• Sources: extrapolation of Facebook data Q1 2016. Combined share exceeds 100% due to multi-device usage.

748M 1,259M 38M 221M50% 83% 2% 15%


ACTIVE USERS BY SOCIAL PLATFORMAPR2016

• Sources: latest company statements as published in press releases and quarterly results, correct as at 18 April 2016.

SOCIAL NETWORK

MESSENGER / CHAT APP / VOIP

MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS BY PLATFORM, IN MILLIONS

1,590

1,000

900

853

697

640

555

400

320

300

300

249

222

215

200

122

100

100

100

100

100

FACEBOOK

WHATSAPP

FB MESSENGER

QQ

WECHAT

QZONE

TUMBLR

INSTAGRAM

TWITTER

SKYPE

BAIDU TIEBA

VIBER

SINA WEIBO

LINE

SNAPCHAT

YY

VKONTAKTE

PINTEREST

BBM

LINKEDIN

TELEGRAM


BUT NUMBERS DON’T MEAN ANYTHING ON THEIR OWN; WHAT DOES THIS DATA TELL US?


3 TAKE-AWAYS


#1: SOCIAL IS INCREASINGLY THE OPTIMUM WAY TO REACH YOUR AUDIENCE REGULARLY


OTHER CHANNELS REACH MORE PEOPLE, BUT NOT WITH SUCH EFFICIENT FREQUENCY


USE SOCIAL TO BUILD RELATIONSHIPS, NOT JUST FOR CONSTANT CONVERSION


#2: PEOPLE’S HABITS ARE CHANGING, AND THEY’RE MOVING TO NEW PLATFORMS


A MOBILE MESSENGER WILL OVERTAKE FACEBOOK WITHIN THE NEXT 18 MONTHS


THIS MEANS PEOPLE’S SOCIAL INTERACTIONS WILL BE MORE PERSONAL & MORE PRIVATE


#3: WE CANNOT RELY ON JUST ONE SOCIAL CHANNEL FOR SUCCESS


HOWEVER, THAT DOES NOT MEAN YOU NEED TO SET UP PRESENCES ON EVERY PLATFORM


SUCCESS TODAY RELIES ON OTHER PEOPLE TELLING OUR STORIES IN SOCIAL FOR US


WE NEED TO RETHINK OUR APPROACH TO SOCIAL CONTENT AND ENGAGEMENT


THE INSPIRATION OF CONVERSATIONAs we move into the chat-app era, successin social media now relies on inspiring thenew WOM: ‘word of mobile’. Succeeding inthis world won’t depend so much on thestories we post; it will depend on how wellwe inspire other people to tell our storiesfor us, using everything at our disposal:our products, our services, our attractions,and every single part of our marketing mix.


HOW CAN WE ACTIVELYENGAGE TRAVELLERS?

HOW WILL WE POPULATEOUR CONTENT CALENDAR?

NOT


WHAT DOES A TRAVELLER’S DECISION-MAKING PROCESS LOOK LIKE?


THE EIGHT STAGES OF THE TRAVEL CYCLE

2. TRIGGERING

3. RESEARCHING

4. PLANNING

6. DAY PLANNING

7. ENJOYING

1. DREAMING

8. REMEMBERING

5. BOOKING


1. DREAMING


DREAMING IS WHERE THE MAGIC HAPPENS: IT GETS US ON THE CONSIDERATION LIST


BUT DREAMING IS A VERY PASSIVE STATE –THE INSPIRATION NEEDS TO COME TO US


IN SOCIAL MEDIA, THAT’S INSPIRED BY WHAT POPS UP IN OUR SOCIAL FEEDS


PEOPLE POSTED 80 MILLION TWEETS ABOUT HOLIDAYS IN GENERAL IN THE PAST YEAR


INSTAGRAM IS ALSO HOME TO HUGE NUMBERS OF TRAVEL-RELATED POSTS


78 MILLION #TRAVEL POSTS ON INSTAGRAM


PHOTOS FROM JUST THE PAST 10 MINUTES


2. TRIGGERING


TRIGGERS ARE SUBJECTIVE, BUT DEALS ARE ONE OF THE MOST COMMON CATALYSTS


INTERESTINGLY, OUR RESEARCH SHOWS FLIGHT DEALS ARE THE BIGGEST DRIVER


MUCH AS IT’S VERY TACTICAL, SHARING DEALS THROUGH SOCIAL SEEMS TO WORK


COULD YOU COLLABORATE WITH AIRLINES TO OFFER MORE FLIGHT DEALS?


RESEARCHING& PLANNING


OUR QUALITATIVE RESEARCH SUGGESTS PEOPLE DON’T START WITH A DESTINATION


...THEY DECIDE TO GO ON HOLIDAY, AND THEN EXPLORE POTENTIAL DESTINATIONS


INSTAGRAM IS A POPULAR START POINT


WOMEN IN THE WEST ALSO LIKE PINTEREST


SUCCESS AT THE RESEARCH STAGE AGAIN DEPENDS ON VISUALLY CAPTIVATING POSTS


#NSFW


TAKE OUT YOUR PHONE, OPEN INSTAGRAM, GO TO ‘SEARCH’, AND ENTER #INSTATRAVEL


#NSFW


NOW TRY THE SAME THING AGAIN, BUT FOR YOUR COUNTRY OR CITY’S NAME


DO YOUR REALLY WANT THAT TO BE PEOPLE’S FIRST IMPRESSION?


HOW CAN YOU INSPIRE MORE POSTS THAT DRIVE DESIRE TO VISIT YOUR DESTINATION?


EVEN TRIPADVISOR DEPENDS ON SOCIAL


OUR RESEARCH SHOWS PEOPLE RELY ON USER COMMENTS MORE THAN BRAND ONES


5. BOOKING


WE CAN OFFER BOOKING OPTIONS DIRECT WITHIN SOCIAL, BUT IT’S NOT TOP PRIORITY


THERE ARE OTHER WAYS SOCIAL CAN FACILITATE THE BOOKING STAGE, THOUGH


HAVE YOU EVER TRIED TO COORDINATEBOOKING TRAVEL WITH OTHER PEOPLE?


THE CRAZY RUSH TRYING TO GET EVERYONE TO PAY AT ONCE, BEFORE A DEAL EXPIRES


HOW CAN WE USE SOCIAL FUNCTIONALITY TO IMPROVE THAT GROUP EXPERIENCE?


OFFERING PEOPLE A WAY TO SHARE THEIR NEWLY BOOKED TRIP CAN ALSO WORK


7. ENJOYMENT


IF WE WANT TO INSPIRE GREAT ORGANIC CONTENT, WE MUST CHANGE OUR MINDSET


FOR US, SOCIAL IS ABOUT MARKETING

FOR THEM, SOCIAL IS ABOUT STORIES

BUT


3 TRENDS IN TRAVELLERS’

STORYTELLING


#1THE DESIRE FOR ‘PRO’ CONTENT


OUR RESEARCH SUGGESTS PEOPLE FEEL UNDER PRESSURE TO POST ‘PRO’ CONTENT


HOW CAN WE HELP REMOVE SOME OF THAT STRESS? (THEY ARE ON HOLIDAY, AFTER ALL)


HELPING PEOPLE GET THE BEST SHOT

HELP VISITORS TO TAKE MORE IMPRESSIVE

PHOTOS IN YOUR VENUE USING THE VISITOR’S

OWN CAMERA OR PHONE

PUT UP SIGNS OR POINTERS TO HELP

PEOPLE LOCATE OPTIMUM PLACES TO TAKE PHOTOS

FOR SOCIAL POSTS

ON-SITEPHOTOGRAPHER

LOCATIONDIRECTIONS

THINK ABOUT PROVIDING VISITORS WITH PROPS OR OTHER THINGS THEY CAN USE IN THEIR PHOTOS TO ADD FLAVOUR OR DRAMA

PHOTOPROPS


#2SOCIAL CLICHÉS

ARE EVOLVING


#1: THE SELFIE IS EVOLVING TO A MORE ‘ARTISTIC’ FORM OF SELF-EXPRESSION…


A DESIRE TO SHOW I’M THERE, BUT WITHOUT BEING TOO NARCISSISTIC OR EGOTISTIC


SOME MORE INSPIRING TAKES ON SELFIES

PHOTOS WITH THE CHEFS, WITH THE CHARACTERS AT THEME PARKS, WITH THEIR

TOUR GUIDES – IT’S ALWAYS ABOUT PEOPLE

SNAPPING THEM (WITH PERMISSION) AND POSTING TO YOUR SOCIAL CHANNELS MAY INSPIRE THEM TO TAG

THEMSELVES ON YOUR PROFILE

MEET &GREETS

CELEBRATETHEM

DON’T CHARGE PEOPLE FOR PHYSICAL PHOTOS; OFFER THEM INCENTIVES TO TAG THEMSELVES IN YOUR SOCIAL PHOTOS

‘RIDE’PHOTOS


#2: …BUT THAT OTHER SOCIAL CLICHÉ –‘PHOTOS OF MY LUNCH’ – IS HERE TO STAY


180,000,000PHOTOS JUST ON INSTAGRAM TAGGED WITH #FOOD


WHY WE POST PHOTOS OF OUR LUNCH

IF YOU CAN TAKE A GOOD FOOD PHOTO, YOU’VE GOT 3 BITS OF CONTENT EVERY DAY

EVERYONE LOVES TO TALK ABOUT FOOD –IT’S AN EASY WIN FOR

BETTER ENGAGEMENT

FREQUENTCONTENT

INSPIRES EASY CONVERSATION

CRITIQUING THE FOOD WE EAT IS A SIMPLE WAY TO INDULGE IN SELF-EXPRESSION

BEING ACRITIC

SATISFIES OUR SLIGHTLY SELFISH NEED TO SHOW THAT WE’RE ENJOYING SOMETHING ‘SPECIAL’

SHOWINGOFF


HOWEVER – FROM OUR PERSPECTIVE –THIS IS ACTUALLY A VERY GOOD THING


FOOD IS A HUGE PART OF MOST CULTURES, AND IT’S A BIG TRAVEL MOTIVATOR TOO


SHARING LOCAL FOOD CULTURE

OFFER PEOPLE SOMETHING IN RETURN FOR TAGGING

YOUR VENUE IN THEIR #FOOD POSTS (HOW

ABOUT A FREE DESSERT?)

CREATE SPECIAL, PHOTO-FRIENDLY AREAS WITHIN

YOUR VENUE WITH GOOD LIGHTING TO HELP YOUR

MORE ‘PRO’ VISITORS

TREATSFOR TAGS

PHOTO‘BOOTHS’

OFFER PEOPLE A FEW HASHTAG SUGGESTION IN YOUR VENUE – ON MENUS,

DRINKS MATS, OR EVEN FIXTURES ON TABLES

HASHTAGHELPERS


DON’T FORGET: WE CAN GET HELP FROM LOCALS WITH BETTER #FOOD POSTS TOO


#3PEOPLE WANT TO SHARE

LOCAL EXPERIENCES


TODAY’S ANTHROPOLOGICAL ADVENTURERS CRAVE AUTHENTIC LOCAL EXPERIENCES


THE IDEA OF ‘LIVING LIKE A LOCAL’ HAS ALREADY PROVED A BIG HIT WITH AIRBNB


BUT THIS CONCEPT IS NOW EXPANDING INTO AREAS BEYOND ACCOMMODATION


EATWITH.COM – JOIN LOCALS FOR DINNER


THESE ‘LOCAL EXPERIENCES’ ARE MAJOR DRIVERS FOR SOCIAL CONVERSATION


HOW CAN WE HELP VISITORS ENJOY MORE ‘TRULY LOCAL’ FOOD EXPERIENCES?


COULD WE OFFER VISITORS A CHANCE TO INTERACT WITH LOCALS VIA SOCIAL MEDIA?


SOCIAL TIPS DIRECT FROM LOCALS

TIPS ON THE BEST RESTAURANTS & CAFES, LOCAL DELICACIES, AND QUIRKY LOCAL FOODS VISITORS SHOULD TRY

BUILDING ON AIRBNB’S‘WALKING TOUR’ IDEA

TO OFFER RICH FOOD INSIGHTS INTO

DIFFERENT LOCALITIES

FOODTIPS

CULTURALINSIGHTS

TIPS ON THE BEST THINGS TO DO IN YOUR LOCATION, BASED ON SPECIAL EVENTS, THE

WEATHER, ETC.

IDEAS TODO TODAY

WHERE TO FIND THE BEST DEALS OR LOCAL CURIOSITIES FOR ALL KINDS OF PRODUCTS IN YOUR LOCATION

SHOPPINGPOINTERS


THIS COULD ALSO ADD VALUE AS EARLY AS THE PLANNING STAGE OF THE TRAVEL CYCLE


8. REMEMBERING


THINGS LIKE #TBT* COULD BE A GOOD WAY TO RE-ENGAGE PREVIOUS VISITORS

• * #TBT – Throw-back Thursday – is a popular hashtag for memories


THEY’RE ALSO A GREAT WAY TO TRIGGER A NEW ROUND OF DREAMING…


IDEAS FOR EVERY STAGE

2. TRIGGERING

3. RESEARCHING

4. PLANNING

6. DAY PLANNING

7. ENJOYING

1. DREAMING

8. REMEMBERING

5. BOOKINGWISH-LIST-INSPIRING VISUALS

SPECIAL EVENTS, PRICE DEALS

INSPIRE & EDUCATE

JOIN FORCES WITH PEERS

MAKE GROUP PLANNING EASY

OUTREACH & REAL-TIME SOCIAL

HELP CAPTURE IT FOR THEM

REMINDERS & GREETINGS


3 TIPS


#1: SPEND MORE TIME INSPIRING OTHER PEOPLE’S POSTS THAN CREATING YOUR OWN


#2: CREATE CONTENT THAT WORKS ACROSS ALL CHANNELS – ESPECIALLY CHAT APPS


#3: THINK LIKE A TRAVELLER: WHAT DO THEY NEED, AND NOT JUST WHAT YOU NEED


LET’S CONTINUE THIS CONVERSATION...


JUST SEARCH FOR ESKIMON


WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER

OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE.

WE CALL THIS SOCIAL THINKING.

WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING ADIDAS, UNILEVER,

DIAGEO, NESTLÉ, HEINZ, AND LVMH.

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOUTOO, CALL US ON +65 6423 1051, OR EMAIL

US AT [email protected].

FIND OUT MORE AT WEARESOCIAL.SG.


WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG

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