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WAYN

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Online Travel Communities session at the 2013 E-Tourism Africa Summit by Jerome Touze Co-founder of Wayn.com

Online Travel Communities session at the 2013 E-Tourism Africa Summit by Jerome Touze Co-founder of Wayn.com

Published in: Travel, Business, Technology

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  • 1. www.wayn.com The Travel Social Network
  • 2. •The world’s largest travel and lifestyle social network with 22 million members •WAYN is a Social Recommendation engine •We influence travel and buyer decisions and promote new destinations, activities and interests around the world! WAYN.com [Where Are You Now] – Who we are:
  • 3. UserUser Our Journey so far… WAYN – 2003 to 2005
  • 4. UserUser Our Journey so far… 2005 •Grew to 1m users in 6 months •Raised $11m Series A 2006-2007: Jerome decides to go full time Summer 2009 Brand review with aspirational focus Jan 2011 •Site re-launch to drive engagement •Reached profitability •17m members 2012-2013 22m users, 19m visits Total Visits (Millions – 60 days) 2006-Q4FY08 30m 25m 20m 15m 10m 2005 2006 2009 2011 2012 2013
  • 5. Our platform attracts the largest Airlines, Travel Companies, Tourism Boards and Lifestyle brands Some of our partners:
  • 6. • 22 million registered users • Growing by up to 4,000 new registered users daily • Over 19 million visits in the last 60 days alone • 85 million page views per month • 30 million photos – growing by over 25,000 new photos daily • 70,000 trips, activities, tips and reviews added daily • Over 1 million messages and rates sent every day WAYN IN NUMBERSWAYN in numbers:
  • 7. 58% travel for Adventure, Beach & Cultural Experiences Gender Split: Male 60% | Female 40% Age Breakdown: 18-39: 69% | 40 - 49: 17% | 50+: 14% Three quarters in full time employment Over 70% college educated or higher 75% book their travel itinerary online 8MM Trips planned. 53% travel 1-2 times, 19% over 5 times per year Our users – who are they:
  • 8. We are the only media platform focused on intentions: we know where our users want to go and what they are interested in doing… OUR UNIQUE VALUE PROPOSITIONWhy we are unique:
  • 9. Now, let’s look at the travel funnel… OUR UNIQUE VALUE PROPOSITION
  • 10. ASPIRATION STAGE RESEARCH STAGE BOOKING STAGE GO! SHARING
  • 11. • Our users are on WAYN to be inspired • Our Auto-Add Friend Request is an alert sent to the user as a recommendation once the user visits your page • Once connected, the link between your company and the user remains in perpetuity • Upon accepting users are taken to the branded profile Discover America has added you as a friend Auto-Friend Request
  • 12. This allows your brand to build a strong user base quickly South Africa Tourism is a great example of that: OUR UNIQUE VALUE PROPOSITION
  • 13. UserUser January 2010: 359 Fans of South Africa
  • 14. UserUser January 2011: 49,921 Fans of South Africa
  • 15. UserUser September 2013: 655,000 Fans of South Africa…and counting!
  • 16. Getting users attention during the Aspiration stage can also be done with powerful visuals… Images are very powerful if used well OUR UNIQUE VALUE PROPOSITION
  • 17. OUR UNIQUE VALUE PROPOSITIONSt Helena Tourism:
  • 18. OUR UNIQUE VALUE PROPOSITIONReunion Tourism:
  • 19. OUR UNIQUE VALUE PROPOSITION Over 91,000 fans in 10 days alone
  • 20. So I have thousands of fans… Then what? OUR UNIQUE VALUE PROPOSITION
  • 21. • Data is extremely powerful… • Instead of applying a one size fits all marketing approach… • You must look at Customer Segmentation • Building an audience and understanding what they want is a great starting point: WAYN IN NUMBERSThe power of data:
  • 22. PIVOT TABLE • Having a fan base of 650,000 fans in the case of South Africa Tourism is impressive • But their ability of understanding what the Chinese, Male, 55+ is interested in doing versus the German Traveler, 35-45 female, is even more compelling
  • 23. This opens the door to Direct Performance Targeting capabilities, and much more… Branding, Competition Integrations, Lead Generation etc OUR UNIQUE VALUE PROPOSITION
  • 24. Social Media is not just about the Aspiration… It is about Sharing and Engagement OUR UNIQUE VALUE PROPOSITION
  • 25. •Our Latest Social Opinions Engine was recently launched •And enables live social recommendations in each Destination globally OUR UNIQUE VALUE PROPOSITION
  • 26. WAYN IN NUMBERSQ&A Users can ask any question about Bali
  • 27. So far, in the last 4 weeks since launch: OUR UNIQUE VALUE PROPOSITION
  • 28. It makes our life a lot easier to measure the success of your online campaigns! OUR UNIQUE VALUE PROPOSITION
  • 29. Illustration of performance measurement: COST PER ENGAGEMENT CPE in ZARCPE decreased by 20% CPE decreased by 83% Followers
  • 30. •Social Sharing can also be turned into a powerful media asset… •And a scalable content platform OUR UNIQUE VALUE PROPOSITION
  • 31. •We have just launched STORIES.WAYN.COM •Next Step: our own Academy.. •Through Gamification and Incentives, users create their own articles OUR UNIQUE VALUE PROPOSITION
  • 32. OUR UNIQUE VALUE PROPOSITION
  • 33. OUR UNIQUE VALUE PROPOSITION Already read over 45,000 times in just a week!
  • 34. •Get alerted when your brand is being talked about •Stimulate engagement through competition: e.g the top 7 safaris of the world •PR Potential is huge… OUR UNIQUE VALUE PROPOSITION
  • 35. Jerome Touze Co Founder WAYN.com Jerome@wayn.com @jerometouze