BRIC Nations - Growth ComparisonBrazil Russia China India62.63365952 44.532249.148.9Jul 11 Jul 126% 20%41%5%UniqueVisitors (in millions)15+ Age, Home and Work usersIndia62.644.5• India is the fastest growing online market in the last 12 months• Russia and China have added over 10 million users in the last 12 months andcontinue to grow• India’s explosive online growth to continue, as most online categories showbelow average penetration compared to global averagesOnline Market !growth comparison !India is the fastest growing online market in the last 12 months.!!Data source: ComScore
75% of the audience is below the age of 35 years, makes it one ofthe youngest online population!Females form 39.3% of the total audience !Highest growth seen among 15-24 male and female segment!User demographics!Youth driving the growth!
The Super Seven - High growth categoriesGamesNewsSearchRetailHealthSNTravel 414343434354604495.521.159.991.580.340YoY Growth % Jul’12 Reach %21.14159.9• Unprecedented growth in Travel, Search, SN and News, surpassing WW averages• Growth to continue in Retail, Games and Health, as they are below WW averages• Key drivers being content and accessibility• Coupons category has de-grown by 38% as players have moved to allied verticals. . Unprecedented growth in News, Search and Social Networks(SN),surpassing worldwide averages; it is the main reason why peopleare more connected, aware and active!Growth Rate!High growth categories!
!!!!!!!!!The Web is being Rebuilt around People
The travel, tourism and hospitality industry is one of the most dynamicindustries in today’s global economy. Tourism is typically one of the topthree sources of revenues for cities, states and countries worldwide.!understanding!Tourism Industry!Why do people travel?
The web was originally built to link static documents together(left)but evolved to incorporate social media(center) and we are nowseeing a web built around people, where their profiles and contentare moving with them as they visit different websites(right).!Change in last 10 years!The paradigm shift!
Friendsrecommendation !38%!World renowned !Must see destinations!32% !Information on !the web!22%!Cheap deals !Special offers!15%!If we want to understand what motivates people to act in the waythey do, we need to 1st understand that people live in networks. !People’s network influences almost every aspect of their lives.What they do, where they go, what they buy. !User behavior!What drives decisions?!
Travel & Tourism industry is heavily dependent on!Word of mouth!
Face-to-Face Email Blog Twitter Facebook LinkedIn!You!!!!Your !Customers !!!Their !Friends !How word of mouth works on!Social media!
Oﬄine conversa-on is s-ll the dominant form of Social Media How Brands can u-lize Social Media to control WOM Before Conversa-on The ‘Trigger’ or Spark, Source of prior knowledge During Conversa-on Reference resource, fact checking, Content to share AGer Conversa-on Learn more, verify, take ac-on, share more widely What eﬀect do the internet and internet enabled devices have on Word of Mouth? Conversa@ons that involve a brand per day Brand impressions per day Impressions per word of mouth conversa@on Marke@ng content is an important resource before, during and aGer brand conversa@ons 94% of WOM brand impressions occur oﬄine Internet is at par with TV as a top catalyst for WOM conversa@on Internet is the #1 resource u-lized to take ac-on aGer conversa-ons Primary use is to seek addi@onal informa@on Internet is twice as important as any other media aGer WOM conversa@on Internet is most important source of content before, during and aGer the conversa@on The Internet is where people turn to aGer conversa-on for more informa-on Internet is oGen a resource aGer WOM s@mulated by TV Search is u@lized more than any other site type Social Media trending topics majorly eﬀect WOM What’s in there for !The brands!
Frequency&typeofsocial!Activities!Source: Nielsen Brands may or may not be present on social media but theircustomers are!70% Hear others’ experiences65% Learn more about brands53% Compliment brands50% Express concern/complaints
THEGLOBALSOCIAL!CONSUMER!Source: Nielsen Accessibility: How people connect and interact with social media!
Likelihood to make a purchase based on Websites, Social Media andOnline product reviews!THEGLOBALSOCIAL!CONSUMER!Source: Nielsen
The ability to send and retrieve Information from everywhere hasChanged the way we work and live.Hence Brands need to Change the way theyThink. emergence of the new trend: Social CRM !Customerserviceviasocialmedia!Socialcare
Social care!When customers choose when and where they voice their ques@ons and complaintsWhen the line between Marketing and Customer service gets blurred When Brands get ready to react on all the channels
. . Frequency of social care use amongusers !9% Daily 21% Weekly 70% Monthly On average 47% of social media Usersengage in social care!Customerserviceviasocialmedia!SocialcareSocial care has become an immediate imperative for global brands !
Customerservicebyphonev/s!Socialcare!1 in 3 users prefer social care to contacting a company by phone!Total 18-‐24 25-‐34 35-‐44 45-‐54 55-‐64 65+ Age breakup
!!!!!!!!!Understand what Mo@vates people to act in the way that they do
Social Media Analy@cal Centre How can Webenza IncPot help Customer !Support Team take control of social media? !
We give Meaning to the conversations and Enhancethem With meaningful Insights
We Bridge the Gap Between Brands and Customers. Through our engagement console we let you connect and talk to the Customers thereby improving Dialogue & Par@cipa@on
We Measure & Comparethe Performance Our Account Analytics lets you measure the performance of your Facebook, Twitter proﬁle and Google analytics at one place.It also allows you to compare Your performance against your Competitor.
Discussions Track conversa@ons around certain keywords Listen to the conversa@ons Enter into Dialogue Inﬂuence the inﬂuencers Manage your Reputa@on Compe@@ve Edge 123• Track keywords like: Trip Planning, Best place to visit, Vaca@ons, Travel in India, Cheap Flights, Holiday Packages and Hotels etc. • Iden@fy the people who are talking the most about these keywords. • Establish direct contact with them • Achieve + WOM • Track keywords like: your brand name • Greet, Treat and engage • Damage control • Build precau@onary measures • Build aﬃliate network • Build volunteer network • Crisis Management • Track compe@tors’ ac@vi@es • People upset with them are your friends • Control nega@ve WOM coming from the compe@@on Real Time Tracking strategy: IncPot!*IncPot is Webenza’s Proprietary tool
Identify theresearch trendsand publishreports abouthottestdestinations/trends etc. Helppeople in theirresearch andbuild strongfollower base. !Createinterestingvideos and letpeople spend timewatching them onyour channel.Videos createstrong brandrecall. !Interaction withcustomers onsocial channelsis important asHappy customerswill generate+WOM for yourbrand on reviewsites. !Make your brandsearchable onall socialplatforms;enhancediscoverythrough SEO,!Make peoplecome to youthrough theirsearches andgenerate leads. !!EstablishThoughtLeadership Create brandpresence andawareness!Build Happycustomercommunity!Create top ofmind recall!Social Media engagement strategy !
Engagement Ideas Share pictures and facts about travel des@na@ons Be a travel expert on Social Media People like free stuﬀ and discounts 74% said "AGer interac@ng with companies or brands via new media, I generally have a more posi-ve impression of the company or brand." Consumers Demand Brand Interac@on Exotic Travel Destinations
Can you find out most famous touristdestinations of India?!PuzzlesCan you identify the place where !Ashoka was shot!Indirect connect with season anddestination is also a good way ofengagement !Bookings using Facebook Apps!
Twitter Strategy!• HashTags are Like Twi8er SEO • If you are looking to expand your business and increase your success, relying on the hashtag is a great way of making your Tweet more visible • Twi8er can be used for cross content sharing and promo@on. Also for engaging and a8rac@ng followers by star@ng unique #tags (e.g. #mytrip, #exo@ctrip #tripdeals, #trip@ps #@psontravel etc). • #tags can be used to brand the tweets for categories by including them in conversa@ons (e.g. #beaches, #hillsta@ons etc.) • Twi8er list is great way to creat interest based communi@es within Twi8er. LinkedIn Strategy!• LinkedIn: A company page for corporate rela@onship, coordina@ng employer and company news updates • LinkedIn Group: for general discussions (e.g. Which is the most memorable trip you’ve gone for) to involve customers • Professional network can be reached out for excusive oﬀer promo@ons.
Pinterest strategies!• Pinterest proﬁle with boards for diﬀerent trip categories and ac@vi@es. • On Pinterest also #tags can be used and branded as like twi8er; • Boards ideas like-‐Places Must Visit, Best beaches on the earth & Special Trip Oﬀer etc can engage a lots of visitors/customers.
YouTube strategy!• You-‐tube channel with mul@ple play-‐lists for all categories, so that visitors will have a clear message of services oﬀered by the brand. • Tags and descrip@ons of videos play a very important role in indexing of the channel on search engines and increase the chances of being found if used properly. • Videos are great ways of building top of mind recall for the brands; especially Travel & Tourism industry can go really experimental with the humor and ways of crea@ng an impact.
Keyword research On Page SEO Oﬀ Page SEO Create Presenta@ons Create Videos Create Blog Posts Create content using researched keywords for above mentioned websites. These siteshave highest page ranks and thus help your website to show up on 1st page of searchengines.!Make your brand Searchable through seo !
Having a good social media presence might be inexpensive inmonetary terms, but costly in time, so therefore it is best to plancampaigns around a theme with multiple types of supportingcontent.!Videos Infographics Case Studies Create Content !.
Social Media Plan!Social Profile Creation!• Creating profile in Facebook,twitter, LinkedIn etc.!Branding Social Profile!• Designing profiles such asFacebook to suit the brand.!Building a decent sizedcommunity!• Increasing the fan orfollower base of the profileand attracting more.!Creating Facebook Campaign!• Engaging the community throughcompetitions in the online spacewhich creates a viral effect.!• Engaging in forums anddiscussions!• Participating in relevant groupand building a community!Brand Engagement!• Updating and replying on SocialNetworking Sites!Creating articles and posting inonline sites!• Posting discussions in forums!Research Phase!• Understanding theonline presence of theindustry!• Analyzing social mediatrends of thecompetitors!• Finding the brandinfluencers!• Keyword Research forthe Industry!ResearchPhase!(1 week)!Social ProfileCreation Phase!(1 week)!EngagementPhase!(On-Going)!