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@eskimon • #TheSocialTraveller • 1We Are Social
THE SOCIAL
TRAVELLER
SIMON KEMP • WE ARE SOCIAL
SOCIAL MEDIA FOR TRAVEL MA...
@eskimon • #TheSocialTraveller • 2We Are Social
SIMON KEMP
@eskimon
@eskimon • #TheSocialTraveller • 3We Are Social
@eskimon • #TheSocialTraveller • 4We Are Social
THIS REPORT IN CONTEXT
Singapore Tourism Board (STB) recently
commissioned...
@eskimon • #TheSocialTraveller • 5We Are Social
CONTENTS
1. THE STATE OF GLOBAL SOCIAL
2. SUCCEEDING IN SOCIAL
3. OUR RESE...
@eskimon • #TheSocialTraveller • 6We Are Social
SOCIAL MEDIA USAGE AROUND THE
WORLD IS CHANGING ALL THE TIME
@wearesocialsg • 7
GLOBAL DIGITAL SNAPSHOT
INTERNET
USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
A...
@wearesocialsg • 8
NORTH
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
AFRICA
MIDDLE
EAST
WEST
EUROPE
EAST
EUROPE
EAST
ASIA
OCEANI...
@wearesocialsg • 9
TIME SPENT ON SOCIAL MEDIA
JAN
2016
• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet us...
@wearesocialsg • 10
JAN
2016 FACEBOOK USE BY DEVICE
BASED ON THE GLOBAL NUMBER OF ACTIVE USER ACCOUNTS ACCESSING FACEBOOK ...
@wearesocialsg • 11
ACTIVE USERS BY SOCIAL PLATFORM
APR
2016
• Sources: latest company statements as published in press re...
@eskimon • #TheSocialTraveller • 12We Are Social
BUT NUMBERS DON’T MEAN ANYTHING ON
THEIR OWN; WHAT DOES THIS DATA TELL US?
@eskimon • #TheSocialTraveller • 13We Are Social
3 TAKE-AWAYS
@eskimon • #TheSocialTraveller • 14We Are Social
#1: SOCIAL IS INCREASINGLY THE OPTIMUM
WAY TO REACH YOUR AUDIENCE REGULAR...
@eskimon • #TheSocialTraveller • 15We Are Social
OTHER CHANNELS REACH MORE PEOPLE,
BUT NOT WITH SUCH EFFICIENT FREQUENCY
@eskimon • #TheSocialTraveller • 16We Are Social
USE SOCIAL TO BUILD RELATIONSHIPS,
NOT JUST FOR CONSTANT CONVERSION
@eskimon • #TheSocialTraveller • 17We Are Social
#2: PEOPLE’S HABITS ARE CHANGING,
AND THEY’RE MOVING TO NEW PLATFORMS
@eskimon • #TheSocialTraveller • 18We Are Social
A MOBILE MESSENGER WILL OVERTAKE
FACEBOOK WITHIN THE NEXT 18 MONTHS
@eskimon • #TheSocialTraveller • 19We Are Social
THIS MEANS PEOPLE’S SOCIAL INTERACTIONS
WILL BE MORE PERSONAL & MORE PRIV...
@eskimon • #TheSocialTraveller • 20We Are Social
#3: WE CANNOT RELY ON JUST ONE
SOCIAL CHANNELFOR SUCCESS
@eskimon • #TheSocialTraveller • 21We Are Social
HOWEVER, THAT DOES NOT MEAN YOU NEED
TO SET UP PRESENCES ON EVERY PLATFORM
@eskimon • #TheSocialTraveller • 22We Are Social
SUCCESS TODAY RELIES ON OTHER PEOPLE
TELLING OUR STORIES IN SOCIAL FOR US
@eskimon • #TheSocialTraveller • 23We Are Social
@eskimon • #TheSocialTraveller • 24We Are Social
WE NEED TO RETHINK OUR APPROACH
TO SOCIAL CONTENT AND ENGAGEMENT
@eskimon • #TheSocialTraveller • 25We Are Social
THE INSPIRATION OF CONVERSATION
As we move into the chat-app era, success...
@eskimon • #TheSocialTraveller • 26We Are Social
HOW CAN WE ACTIVELY
ENGAGE TRAVELLERS?
HOW WILL WE POPULATE
OUR CONTENT C...
@eskimon • #TheSocialTraveller • 27We Are Social
WHAT DOES A TRAVELLER’S DECISION-
MAKING PROCESS LOOK LIKE?
@eskimon • #TheSocialTraveller • 28We Are Social
THE EIGHT STAGES OF THE TRAVEL CYCLE
2. TRIGGERING
3. RESEARCHING
4. PLAN...
@eskimon • #TheSocialTraveller • 29We Are Social
1. DREAMING
@eskimon • #TheSocialTraveller • 30We Are Social
DREAMING IS WHERE THE MAGIC HAPPENS:
IT GETS US ON THE CONSIDERATION LIST
@eskimon • #TheSocialTraveller • 31We Are Social
BUT DREAMING IS A VERY PASSIVE STATE –
THE INSPIRATION NEEDS TO COME TO US
@eskimon • #TheSocialTraveller • 32We Are Social
IN SOCIAL MEDIA, THAT’S INSPIRED BY
WHAT POPS UP IN OUR SOCIAL FEEDS
@eskimon • #TheSocialTraveller • 33We Are Social
PEOPLE POSTED 80 MILLION TWEETS ABOUT
HOLIDAYS IN GENERAL IN THE PAST YEAR
@eskimon • #TheSocialTraveller • 34We Are Social
@eskimon • #TheSocialTraveller • 35We Are Social
INSTAGRAM IS ALSO HOME TO HUGE
NUMBERS OF TRAVEL-RELATEDPOSTS
@eskimon • #TheSocialTraveller • 36We Are Social
78 MILLION #TRAVEL POSTS ON INSTAGRAM
@eskimon • #TheSocialTraveller • 37We Are Social
PHOTOS FROM JUST THE PAST 10 MINUTES
@eskimon • #TheSocialTraveller • 38We Are Social
2. TRIGGERING
@eskimon • #TheSocialTraveller • 39We Are Social
TRIGGERS ARE SUBJECTIVE, BUT DEALS ARE
ONE OF THE MOST COMMON CATALYSTS
@eskimon • #TheSocialTraveller • 40We Are Social
INTERESTINGLY, OUR RESEARCH SHOWS
FLIGHT DEALS ARE THE BIGGEST DRIVER
@eskimon • #TheSocialTraveller • 41We Are Social
MUCH AS IT’S VERY TACTICAL, SHARING
DEALS THROUGH SOCIAL SEEMS TO WORK
@eskimon • #TheSocialTraveller • 42We Are Social
COULD YOU COLLABORATE WITH
AIRLINES TO OFFER MORE FLIGHT DEALS?
@eskimon • #TheSocialTraveller • 43We Are Social
RESEARCHING
& PLANNING
@eskimon • #TheSocialTraveller • 44We Are Social
OUR QUALITATIVE RESEARCH SUGGESTS
PEOPLE DON’T START WITH A DESTINATION
@eskimon • #TheSocialTraveller • 45We Are Social
...THEY DECIDE TO GO ON HOLIDAY, AND
THEN EXPLORE POTENTIAL DESTINATIONS
@eskimon • #TheSocialTraveller • 46We Are Social
INSTAGRAM IS A POPULAR START POINT
@eskimon • #TheSocialTraveller • 47We Are Social
@eskimon • #TheSocialTraveller • 48We Are Social
WOMEN IN THE WEST ALSO LIKE PINTEREST
@eskimon • #TheSocialTraveller • 49We Are Social
SUCCESS AT THE RESEARCH STAGE AGAIN
DEPENDS ON VISUALLY CAPTIVATING POSTS
@eskimon • #TheSocialTraveller • 50We Are Social
@eskimon • #TheSocialTraveller • 51We Are Social
#NSFW
@eskimon • #TheSocialTraveller • 52We Are Social
TAKE OUT YOUR PHONE, OPEN INSTAGRAM,
GO TO ‘SEARCH’, AND ENTER #INSTATRAV...
@eskimon • #TheSocialTraveller • 53We Are Social
#NSFW
@eskimon • #TheSocialTraveller • 54We Are Social
NOW TRY THE SAME THING AGAIN, BUT
FOR YOUR COUNTRY OR CITY’S NAME
@eskimon • #TheSocialTraveller • 55We Are Social
DO YOUR REALLY WANT THAT TO
BE PEOPLE’S FIRST IMPRESSION?
@eskimon • #TheSocialTraveller • 56We Are Social
HOW CAN YOU INSPIRE MORE POSTS THAT
DRIVE DESIRE TO VISIT YOUR DESTINATIO...
@eskimon • #TheSocialTraveller • 57We Are Social
EVEN TRIPADVISOR DEPENDS ON SOCIAL
@eskimon • #TheSocialTraveller • 58We Are Social
OUR RESEARCH SHOWS PEOPLE RELY ON
USER COMMENTS MORE THAN BRAND ONES
@eskimon • #TheSocialTraveller • 59We Are Social
5. BOOKING
@eskimon • #TheSocialTraveller • 60We Are Social
WE CAN OFFER BOOKING OPTIONS DIRECT
WITHIN SOCIAL, BUT IT’S NOT TOP PRIOR...
@eskimon • #TheSocialTraveller • 61We Are Social
THERE ARE OTHER WAYS SOCIAL CAN
FACILITATE THE BOOKING STAGE, THOUGH
@eskimon • #TheSocialTraveller • 62We Are Social
HAVE YOU EVER TRIED TO COORDINATE
BOOKING TRAVEL WITH OTHER PEOPLE?
@eskimon • #TheSocialTraveller • 63We Are Social
THE CRAZY RUSH TRYING TO GET EVERYONE
TO PAY AT ONCE, BEFORE A DEAL EXPIR...
@eskimon • #TheSocialTraveller • 64We Are Social
HOW CAN WE USE SOCIAL FUNCTIONALITY
TO IMPROVE THAT GROUP EXPERIENCE?
@eskimon • #TheSocialTraveller • 65We Are Social
OFFERING PEOPLE A WAY TO SHARE THEIR
NEWLY BOOKED TRIP CAN ALSO WORK
@eskimon • #TheSocialTraveller • 66We Are Social
7. ENJOYMENT
@eskimon • #TheSocialTraveller • 67We Are Social
IF WE WANT TO INSPIRE GREAT ORGANIC
CONTENT, WE MUST CHANGE OUR MINDSET
@eskimon • #TheSocialTraveller • 68We Are Social
FOR US, SOCIAL IS
ABOUT MARKETING
FOR THEM, SOCIAL
IS ABOUT STORIES
BUT
@eskimon • #TheSocialTraveller • 69We Are Social
3 TRENDS IN
TRAVELLERS’
STORYTELLING
@eskimon • #TheSocialTraveller • 70We Are Social
#1
THE DESIRE FOR
‘PRO’ CONTENT
@eskimon • #TheSocialTraveller • 71We Are Social
@eskimon • #TheSocialTraveller • 72We Are Social
OUR RESEARCH SUGGESTS PEOPLE FEEL
UNDER PRESSURE TO POST ‘PRO’ CONTENT
@eskimon • #TheSocialTraveller • 73We Are Social
HOW CAN WE HELP REMOVE SOME OF THAT
STRESS? (THEY ARE ON HOLIDAY, AFTER A...
@eskimon • #TheSocialTraveller • 74We Are Social
HELPING PEOPLE GET THE BEST SHOT
HELP VISITORS TO TAKE
MORE IMPRESSIVE
PH...
@eskimon • #TheSocialTraveller • 75We Are Social
#2
SOCIAL CLICHÉS
ARE EVOLVING
@eskimon • #TheSocialTraveller • 76We Are Social
#1: THE SELFIE IS EVOLVING TO A MORE
‘ARTISTIC’ FORM OF SELF-EXPRESSION…
@eskimon • #TheSocialTraveller • 77We Are Social
@eskimon • #TheSocialTraveller • 78We Are Social
@eskimon • #TheSocialTraveller • 79We Are Social
A DESIRE TO SHOW I’M THERE, BUT WITHOUT
BEING TOO NARCISSISTIC OR EGOTIST...
@eskimon • #TheSocialTraveller • 80We Are Social
SOME MORE INSPIRING TAKES ON SELFIES
PHOTOS WITH THE CHEFS,
WITH THE CHAR...
@eskimon • #TheSocialTraveller • 81We Are Social
#2: …BUT THAT OTHER SOCIAL CLICHÉ –
‘PHOTOS OF MY LUNCH’ – IS HERE TO STAY
@eskimon • #TheSocialTraveller • 82We Are Social
180,000,000
PHOTOS JUST ON INSTAGRAM TAGGED WITH #FOOD
@eskimon • #TheSocialTraveller • 83We Are Social
WHY WE POST PHOTOS OF OUR LUNCH
IF YOU CAN TAKE A
GOOD FOOD PHOTO,
YOU’VE...
@eskimon • #TheSocialTraveller • 84We Are Social
HOWEVER – FROM OUR PERSPECTIVE –
THIS IS ACTUALLY A VERY GOOD THING
@eskimon • #TheSocialTraveller • 85We Are Social
FOOD IS A HUGE PART OF MOST CULTURES,
AND IT’S A BIG TRAVEL MOTIVATOR TOO
@eskimon • #TheSocialTraveller • 86We Are Social
SHARING LOCAL FOOD CULTURE
OFFER PEOPLE SOMETHING
IN RETURN FOR TAGGING
Y...
@eskimon • #TheSocialTraveller • 87We Are Social
DON’T FORGET: WE CAN GET HELP FROM
LOCALS WITH BETTER #FOOD POSTS TOO
@eskimon • #TheSocialTraveller • 88We Are Social
#3
PEOPLE WANT TO SHARE
LOCAL EXPERIENCES
@eskimon • #TheSocialTraveller • 89We Are Social
TODAY’S ANTHROPOLOGICAL ADVENTURERS
CRAVE AUTHENTIC LOCAL EXPERIENCES
@eskimon • #TheSocialTraveller • 90We Are Social
THE IDEA OF ‘LIVING LIKE A LOCAL’ HAS
ALREADY PROVED A BIG HIT WITH AIRBNB
@eskimon • #TheSocialTraveller • 91We Are Social
BUT THIS CONCEPT IS NOW EXPANDING
INTO AREAS BEYOND ACCOMMODATION
@eskimon • #TheSocialTraveller • 92We Are Social
EATWITH.COM – JOIN LOCALS FOR DINNER
@eskimon • #TheSocialTraveller • 94We Are Social
THESE ‘LOCAL EXPERIENCES’ ARE MAJOR
DRIVERS FOR SOCIAL CONVERSATION
@eskimon • #TheSocialTraveller • 95We Are Social
HOW CAN WE HELP VISITORS ENJOY
MORE ‘TRULY LOCAL’ FOOD EXPERIENCES?
@eskimon • #TheSocialTraveller • 96We Are Social
COULD WE OFFER VISITORS A CHANCE TO
INTERACT WITH LOCALS VIA SOCIAL MEDIA?
@eskimon • #TheSocialTraveller • 97We Are Social
SOCIAL TIPS DIRECT FROM LOCALS
TIPS ON THE BEST
RESTAURANTS & CAFES,
LOCA...
@eskimon • #TheSocialTraveller • 98We Are Social
THIS COULD ALSO ADD VALUE AS EARLY AS
THE PLANNING STAGE OF THE TRAVEL CY...
@eskimon • #TheSocialTraveller • 99We Are Social
8. REMEMBERING
@eskimon • #TheSocialTraveller • 100We Are Social
THINGS LIKE #TBT* COULD BE A GOOD
WAY TO RE-ENGAGE PREVIOUS VISITORS
• *...
@eskimon • #TheSocialTraveller • 101We Are Social
THEY’RE ALSO A GREAT WAY TO
TRIGGER A NEW ROUND OF DREAMING…
@eskimon • #TheSocialTraveller • 102We Are Social
IDEAS FOR EVERY STAGE
2. TRIGGERING
3. RESEARCHING
4. PLANNING
6. DAY PL...
@eskimon • #TheSocialTraveller • 103We Are Social
3 TIPS
@eskimon • #TheSocialTraveller • 104We Are Social
#1: SPEND MORE TIME INSPIRING OTHER
PEOPLE’S POSTS THAN CREATING YOUR OWN
@eskimon • #TheSocialTraveller • 105We Are Social
#2: CREATE CONTENT THAT WORKS ACROSS
ALL CHANNELS – ESPECIALLY CHAT APPS
@eskimon • #TheSocialTraveller • 106We Are Social
#3: THINK LIKE A TRAVELLER: WHAT DO THEY
NEED, AND NOT JUST WHAT YOU NEED
@eskimon • #TheSocialTraveller • 107We Are Social
LET’S CONTINUE THIS CONVERSATION...
@eskimon • #TheSocialTraveller • 108We Are Social
JUST SEARCH FOR ESKIMON
@eskimon • #TheSocialTraveller • 109We Are Social
WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS
CREATIVE IDEAS WITH FORWA...
@eskimon • #TheSocialTraveller • 110We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCI...
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Social Media For Travel Brands

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Singapore Tourism Board recently commissioned We Are Social to explore the key social media trends impacting brands in the travel industry. This presentation shares our key findings, including a look at how social media can add value at each stage of an 8-step consumer journey. For more information, visit wearesocial.com

Published in: Travel
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Social Media For Travel Brands

  1. 1. @eskimon • #TheSocialTraveller • 1We Are Social THE SOCIAL TRAVELLER SIMON KEMP • WE ARE SOCIAL SOCIAL MEDIA FOR TRAVEL MARKETERS we are social
  2. @eskimon • #TheSocialTraveller • 2We Are Social SIMON KEMP @eskimon
  3. @eskimon • #TheSocialTraveller • 3We Are Social
  4. @eskimon • #TheSocialTraveller • 4We Are Social THIS REPORT IN CONTEXT Singapore 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’s Digital Marketing Lab a few weeks ago, but STB have been kind enough to make these findings publicly available for the world in this document.
  5. @eskimon • #TheSocialTraveller • 5We Are Social CONTENTS 1. THE STATE OF GLOBAL SOCIAL 2. SUCCEEDING IN SOCIAL 3. OUR RESEARCH FINDINGS 4. SOCIAL & THE ‘TRAVEL CYCLE’ 5. KEY TIPS FOR SUCCESS
  6. @eskimon • #TheSocialTraveller • 6We Are Social SOCIAL MEDIA USAGE AROUND THE WORLD IS CHANGING ALL THE TIME
  7. @wearesocialsg • 7 GLOBAL DIGITAL SNAPSHOT INTERNET USERS 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 GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS BILLION BILLION BILLION BILLION BILLION A SNAPSHOTOF THE WORLD’SKEY 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 APR 2016 URBANISATION: 54% 3.419 PENETRATION: 46% 2.430 PENETRATION: 33% 4.730 PENETRATION: 64% 2.124 PENETRATION: 29%
  8. @wearesocialsg • 8 NORTH AMERICA CENTRAL AMERICA SOUTH AMERICA AFRICA MIDDLE EAST WEST EUROPE EAST EUROPE EAST ASIA OCEANIA CENTRAL ASIA SOUTH ASIA SOUTHEAST ASIA GLOBAL AVERAGE: SOCIAL MEDIA USE JAN 2016 • 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 INEACHCOUNTRY, COMPARED TO POPULATION
  9. @wearesocialsg • 9 TIME SPENT ON SOCIAL MEDIA JAN 2016 • 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 MEDIAUSERS SPEND USING SOCIAL MEDIAEACHDAY 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 PHILIPPINES BRAZIL MEXICO ARGENTINA UAE MALAYSIA SAUDIARABIA THAILAND INDONESIA SOUTHAFRICA TURKEY VIETNAM INDIA ITALY RUSSIA USA SINGAPORE SPAIN HONGKONG UK CHINA CANADA POLAND FRANCE AUSTRALIA GERMANY SOUTHKOREA JAPAN
  10. @wearesocialsg • 10 JAN 2016 FACEBOOK USE BY DEVICE BASED ON THE GLOBAL NUMBER OF ACTIVE USER ACCOUNTS ACCESSING FACEBOOK VIAEACH 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 221M 50% 83% 2% 15%
  11. @wearesocialsg • 11 ACTIVE USERS BY SOCIAL PLATFORM APR 2016 • 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 BYPLATFORM,INMILLIONS 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
  12. @eskimon • #TheSocialTraveller • 12We Are Social BUT NUMBERS DON’T MEAN ANYTHING ON THEIR OWN; WHAT DOES THIS DATA TELL US?
  13. @eskimon • #TheSocialTraveller • 13We Are Social 3 TAKE-AWAYS
  14. @eskimon • #TheSocialTraveller • 14We Are Social #1: SOCIAL IS INCREASINGLY THE OPTIMUM WAY TO REACH YOUR AUDIENCE REGULARLY
  15. @eskimon • #TheSocialTraveller • 15We Are Social OTHER CHANNELS REACH MORE PEOPLE, BUT NOT WITH SUCH EFFICIENT FREQUENCY
  16. @eskimon • #TheSocialTraveller • 16We Are Social USE SOCIAL TO BUILD RELATIONSHIPS, NOT JUST FOR CONSTANT CONVERSION
  17. @eskimon • #TheSocialTraveller • 17We Are Social #2: PEOPLE’S HABITS ARE CHANGING, AND THEY’RE MOVING TO NEW PLATFORMS
  18. @eskimon • #TheSocialTraveller • 18We Are Social A MOBILE MESSENGER WILL OVERTAKE FACEBOOK WITHIN THE NEXT 18 MONTHS
  19. @eskimon • #TheSocialTraveller • 19We Are Social THIS MEANS PEOPLE’S SOCIAL INTERACTIONS WILL BE MORE PERSONAL & MORE PRIVATE
  20. @eskimon • #TheSocialTraveller • 20We Are Social #3: WE CANNOT RELY ON JUST ONE SOCIAL CHANNELFOR SUCCESS
  21. @eskimon • #TheSocialTraveller • 21We Are Social HOWEVER, THAT DOES NOT MEAN YOU NEED TO SET UP PRESENCES ON EVERY PLATFORM
  22. @eskimon • #TheSocialTraveller • 22We Are Social SUCCESS TODAY RELIES ON OTHER PEOPLE TELLING OUR STORIES IN SOCIAL FOR US
  23. @eskimon • #TheSocialTraveller • 23We Are Social
  24. @eskimon • #TheSocialTraveller • 24We Are Social WE NEED TO RETHINK OUR APPROACH TO SOCIAL CONTENT AND ENGAGEMENT
  25. @eskimon • #TheSocialTraveller • 25We Are Social THE INSPIRATION OF CONVERSATION As we move into the chat-app era, success in social media now relies on inspiring the new WOM: ‘word of mobile’. Succeeding in this world won’t depend so much on the stories we post; it will depend on how well we inspire other people to tell our stories for us, using everything at our disposal: our products, our services, our attractions, and every single part of our marketing mix.
  26. @eskimon • #TheSocialTraveller • 26We Are Social HOW CAN WE ACTIVELY ENGAGE TRAVELLERS? HOW WILL WE POPULATE OUR CONTENT CALENDAR? NOT
  27. @eskimon • #TheSocialTraveller • 27We Are Social WHAT DOES A TRAVELLER’S DECISION- MAKING PROCESS LOOK LIKE?
  28. @eskimon • #TheSocialTraveller • 28We Are Social THE EIGHT STAGES OF THE TRAVEL CYCLE 2. TRIGGERING 3. RESEARCHING 4. PLANNING 6. DAY PLANNING 7. ENJOYING 1. DREAMING 8. REMEMBERING 5. BOOKING
  29. @eskimon • #TheSocialTraveller • 29We Are Social 1. DREAMING
  30. @eskimon • #TheSocialTraveller • 30We Are Social DREAMING IS WHERE THE MAGIC HAPPENS: IT GETS US ON THE CONSIDERATION LIST
  31. @eskimon • #TheSocialTraveller • 31We Are Social BUT DREAMING IS A VERY PASSIVE STATE – THE INSPIRATION NEEDS TO COME TO US
  32. @eskimon • #TheSocialTraveller • 32We Are Social IN SOCIAL MEDIA, THAT’S INSPIRED BY WHAT POPS UP IN OUR SOCIAL FEEDS
  33. @eskimon • #TheSocialTraveller • 33We Are Social PEOPLE POSTED 80 MILLION TWEETS ABOUT HOLIDAYS IN GENERAL IN THE PAST YEAR
  34. @eskimon • #TheSocialTraveller • 34We Are Social
  35. @eskimon • #TheSocialTraveller • 35We Are Social INSTAGRAM IS ALSO HOME TO HUGE NUMBERS OF TRAVEL-RELATEDPOSTS
  36. @eskimon • #TheSocialTraveller • 36We Are Social 78 MILLION #TRAVEL POSTS ON INSTAGRAM
  37. @eskimon • #TheSocialTraveller • 37We Are Social PHOTOS FROM JUST THE PAST 10 MINUTES
  38. @eskimon • #TheSocialTraveller • 38We Are Social 2. TRIGGERING
  39. @eskimon • #TheSocialTraveller • 39We Are Social TRIGGERS ARE SUBJECTIVE, BUT DEALS ARE ONE OF THE MOST COMMON CATALYSTS
  40. @eskimon • #TheSocialTraveller • 40We Are Social INTERESTINGLY, OUR RESEARCH SHOWS FLIGHT DEALS ARE THE BIGGEST DRIVER
  41. @eskimon • #TheSocialTraveller • 41We Are Social MUCH AS IT’S VERY TACTICAL, SHARING DEALS THROUGH SOCIAL SEEMS TO WORK
  42. @eskimon • #TheSocialTraveller • 42We Are Social COULD YOU COLLABORATE WITH AIRLINES TO OFFER MORE FLIGHT DEALS?
  43. @eskimon • #TheSocialTraveller • 43We Are Social RESEARCHING & PLANNING
  44. @eskimon • #TheSocialTraveller • 44We Are Social OUR QUALITATIVE RESEARCH SUGGESTS PEOPLE DON’T START WITH A DESTINATION
  45. @eskimon • #TheSocialTraveller • 45We Are Social ...THEY DECIDE TO GO ON HOLIDAY, AND THEN EXPLORE POTENTIAL DESTINATIONS
  46. @eskimon • #TheSocialTraveller • 46We Are Social INSTAGRAM IS A POPULAR START POINT
  47. @eskimon • #TheSocialTraveller • 47We Are Social
  48. @eskimon • #TheSocialTraveller • 48We Are Social WOMEN IN THE WEST ALSO LIKE PINTEREST
  49. @eskimon • #TheSocialTraveller • 49We Are Social SUCCESS AT THE RESEARCH STAGE AGAIN DEPENDS ON VISUALLY CAPTIVATING POSTS
  50. @eskimon • #TheSocialTraveller • 50We Are Social
  51. @eskimon • #TheSocialTraveller • 51We Are Social #NSFW
  52. @eskimon • #TheSocialTraveller • 52We Are Social TAKE OUT YOUR PHONE, OPEN INSTAGRAM, GO TO ‘SEARCH’, AND ENTER #INSTATRAVEL
  53. @eskimon • #TheSocialTraveller • 53We Are Social #NSFW
  54. @eskimon • #TheSocialTraveller • 54We Are Social NOW TRY THE SAME THING AGAIN, BUT FOR YOUR COUNTRY OR CITY’S NAME
  55. @eskimon • #TheSocialTraveller • 55We Are Social DO YOUR REALLY WANT THAT TO BE PEOPLE’S FIRST IMPRESSION?
  56. @eskimon • #TheSocialTraveller • 56We Are Social HOW CAN YOU INSPIRE MORE POSTS THAT DRIVE DESIRE TO VISIT YOUR DESTINATION?
  57. @eskimon • #TheSocialTraveller • 57We Are Social EVEN TRIPADVISOR DEPENDS ON SOCIAL
  58. @eskimon • #TheSocialTraveller • 58We Are Social OUR RESEARCH SHOWS PEOPLE RELY ON USER COMMENTS MORE THAN BRAND ONES
  59. @eskimon • #TheSocialTraveller • 59We Are Social 5. BOOKING
  60. @eskimon • #TheSocialTraveller • 60We Are Social WE CAN OFFER BOOKING OPTIONS DIRECT WITHIN SOCIAL, BUT IT’S NOT TOP PRIORITY
  61. @eskimon • #TheSocialTraveller • 61We Are Social THERE ARE OTHER WAYS SOCIAL CAN FACILITATE THE BOOKING STAGE, THOUGH
  62. @eskimon • #TheSocialTraveller • 62We Are Social HAVE YOU EVER TRIED TO COORDINATE BOOKING TRAVEL WITH OTHER PEOPLE?
  63. @eskimon • #TheSocialTraveller • 63We Are Social THE CRAZY RUSH TRYING TO GET EVERYONE TO PAY AT ONCE, BEFORE A DEAL EXPIRES
  64. @eskimon • #TheSocialTraveller • 64We Are Social HOW CAN WE USE SOCIAL FUNCTIONALITY TO IMPROVE THAT GROUP EXPERIENCE?
  65. @eskimon • #TheSocialTraveller • 65We Are Social OFFERING PEOPLE A WAY TO SHARE THEIR NEWLY BOOKED TRIP CAN ALSO WORK
  66. @eskimon • #TheSocialTraveller • 66We Are Social 7. ENJOYMENT
  67. @eskimon • #TheSocialTraveller • 67We Are Social IF WE WANT TO INSPIRE GREAT ORGANIC CONTENT, WE MUST CHANGE OUR MINDSET
  68. @eskimon • #TheSocialTraveller • 68We Are Social FOR US, SOCIAL IS ABOUT MARKETING FOR THEM, SOCIAL IS ABOUT STORIES BUT
  69. @eskimon • #TheSocialTraveller • 69We Are Social 3 TRENDS IN TRAVELLERS’ STORYTELLING
  70. @eskimon • #TheSocialTraveller • 70We Are Social #1 THE DESIRE FOR ‘PRO’ CONTENT
  71. @eskimon • #TheSocialTraveller • 71We Are Social
  72. @eskimon • #TheSocialTraveller • 72We Are Social OUR RESEARCH SUGGESTS PEOPLE FEEL UNDER PRESSURE TO POST ‘PRO’ CONTENT
  73. @eskimon • #TheSocialTraveller • 73We Are Social HOW CAN WE HELP REMOVE SOME OF THAT STRESS? (THEY ARE ON HOLIDAY, AFTER ALL)
  74. @eskimon • #TheSocialTraveller • 74We Are Social 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-SITE PHOTOGRAPHER LOCATION DIRECTIONS THINK ABOUT PROVIDING VISITORS WITH PROPS OR OTHER THINGS THEY CAN USE IN THEIR PHOTOS TO ADD FLAVOUR OR DRAMA PHOTO PROPS
  75. @eskimon • #TheSocialTraveller • 75We Are Social #2 SOCIAL CLICHÉS ARE EVOLVING
  76. @eskimon • #TheSocialTraveller • 76We Are Social #1: THE SELFIE IS EVOLVING TO A MORE ‘ARTISTIC’ FORM OF SELF-EXPRESSION…
  77. @eskimon • #TheSocialTraveller • 77We Are Social
  78. @eskimon • #TheSocialTraveller • 78We Are Social
  79. @eskimon • #TheSocialTraveller • 79We Are Social A DESIRE TO SHOW I’M THERE, BUT WITHOUT BEING TOO NARCISSISTIC OR EGOTISTIC
  80. @eskimon • #TheSocialTraveller • 80We Are Social 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 CELEBRATE THEM DON’T CHARGE PEOPLE FOR PHYSICAL PHOTOS; OFFER THEM INCENTIVES TO TAG THEMSELVES IN YOUR SOCIAL PHOTOS ‘RIDE’ PHOTOS
  81. @eskimon • #TheSocialTraveller • 81We Are Social #2: …BUT THAT OTHER SOCIAL CLICHÉ – ‘PHOTOS OF MY LUNCH’ – IS HERE TO STAY
  82. @eskimon • #TheSocialTraveller • 82We Are Social 180,000,000 PHOTOS JUST ON INSTAGRAM TAGGED WITH #FOOD
  83. @eskimon • #TheSocialTraveller • 83We Are Social 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 FREQUENT CONTENT INSPIRES EASY CONVERSATION CRITIQUING THE FOOD WE EAT IS A SIMPLE WAY TO INDULGE IN SELF-EXPRESSION BEING A CRITIC SATISFIES OUR SLIGHTLY SELFISH NEED TO SHOW THAT WE’RE ENJOYING SOMETHING ‘SPECIAL’ SHOWING OFF
  84. @eskimon • #TheSocialTraveller • 84We Are Social HOWEVER – FROM OUR PERSPECTIVE – THIS IS ACTUALLY A VERY GOOD THING
  85. @eskimon • #TheSocialTraveller • 85We Are Social FOOD IS A HUGE PART OF MOST CULTURES, AND IT’S A BIG TRAVEL MOTIVATOR TOO
  86. @eskimon • #TheSocialTraveller • 86We Are Social 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 TREATS FOR TAGS PHOTO ‘BOOTHS’ OFFER PEOPLE A FEW HASHTAG SUGGESTION IN YOUR VENUE – ON MENUS, DRINKS MATS, OR EVEN FIXTURES ON TABLES HASHTAG HELPERS
  87. @eskimon • #TheSocialTraveller • 87We Are Social DON’T FORGET: WE CAN GET HELP FROM LOCALS WITH BETTER #FOOD POSTS TOO
  88. @eskimon • #TheSocialTraveller • 88We Are Social #3 PEOPLE WANT TO SHARE LOCAL EXPERIENCES
  89. @eskimon • #TheSocialTraveller • 89We Are Social TODAY’S ANTHROPOLOGICAL ADVENTURERS CRAVE AUTHENTIC LOCAL EXPERIENCES
  90. @eskimon • #TheSocialTraveller • 90We Are Social THE IDEA OF ‘LIVING LIKE A LOCAL’ HAS ALREADY PROVED A BIG HIT WITH AIRBNB
  91. @eskimon • #TheSocialTraveller • 91We Are Social BUT THIS CONCEPT IS NOW EXPANDING INTO AREAS BEYOND ACCOMMODATION
  92. @eskimon • #TheSocialTraveller • 92We Are Social EATWITH.COM – JOIN LOCALS FOR DINNER
  93. @eskimon • #TheSocialTraveller • 94We Are Social THESE ‘LOCAL EXPERIENCES’ ARE MAJOR DRIVERS FOR SOCIAL CONVERSATION
  94. @eskimon • #TheSocialTraveller • 95We Are Social HOW CAN WE HELP VISITORS ENJOY MORE ‘TRULY LOCAL’ FOOD EXPERIENCES?
  95. @eskimon • #TheSocialTraveller • 96We Are Social COULD WE OFFER VISITORS A CHANCE TO INTERACT WITH LOCALS VIA SOCIAL MEDIA?
  96. @eskimon • #TheSocialTraveller • 97We Are Social 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 FOOD TIPS CULTURAL INSIGHTS TIPS ON THE BEST THINGS TO DO IN YOUR LOCATION, BASED ON SPECIAL EVENTS, THE WEATHER, ETC. IDEAS TO DO TODAY WHERE TO FIND THE BEST DEALS OR LOCAL CURIOSITIES FOR ALL KINDS OF PRODUCTS IN YOUR LOCATION SHOPPING POINTERS
  97. @eskimon • #TheSocialTraveller • 98We Are Social THIS COULD ALSO ADD VALUE AS EARLY AS THE PLANNING STAGE OF THE TRAVEL CYCLE
  98. @eskimon • #TheSocialTraveller • 99We Are Social 8. REMEMBERING
  99. @eskimon • #TheSocialTraveller • 100We Are Social THINGS LIKE #TBT* COULD BE A GOOD WAY TO RE-ENGAGE PREVIOUS VISITORS • * #TBT – Throw-back Thursday – is a popular hashtag for memories
  100. @eskimon • #TheSocialTraveller • 101We Are Social THEY’RE ALSO A GREAT WAY TO TRIGGER A NEW ROUND OF DREAMING…
  101. @eskimon • #TheSocialTraveller • 102We Are Social IDEAS FOR EVERY STAGE 2. TRIGGERING 3. RESEARCHING 4. PLANNING 6. DAY PLANNING 7. ENJOYING 1. DREAMING 8. REMEMBERING 5. BOOKING WISH-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
  102. @eskimon • #TheSocialTraveller • 103We Are Social 3 TIPS
  103. @eskimon • #TheSocialTraveller • 104We Are Social #1: SPEND MORE TIME INSPIRING OTHER PEOPLE’S POSTS THAN CREATING YOUR OWN
  104. @eskimon • #TheSocialTraveller • 105We Are Social #2: CREATE CONTENT THAT WORKS ACROSS ALL CHANNELS – ESPECIALLY CHAT APPS
  105. @eskimon • #TheSocialTraveller • 106We Are Social #3: THINK LIKE A TRAVELLER: WHAT DO THEY NEED, AND NOT JUST WHAT YOU NEED
  106. @eskimon • #TheSocialTraveller • 107We Are Social LET’S CONTINUE THIS CONVERSATION...
  107. @eskimon • #TheSocialTraveller • 108We Are Social JUST SEARCH FOR ESKIMON
  108. @eskimon • #TheSocialTraveller • 109We Are Social 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’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT [email protected] FIND OUT MORE AT WEARESOCIAL.SG.
  109. @eskimon • #TheSocialTraveller • 110We Are Social WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG [email protected] +65 6423 1051 HTTP://WEARESOCIAL.SG
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