BLOOM Social Media for Travel


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A four-step guide to social media for travel companies

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  • Visual showing how one individual has become hugely powerful – whats the average reach of a UK social media user
  • BLOOM Social Media for Travel

    1. 1. Social Media for Travel Afour-stepguide
    2. 2. Keytakeouts !  The way consumers buy travel has changed for good. Travel brands need to respond by changing the way they market and engage with consumers. !  Traditional marketing practices will yield limited results in this new world. To beat the competition you need to embrace influence & advocacy programmes and content marketing. !  Social media can deliver sales and reach new previously untapped audiences if done right.
    3. 3. Contents !  Step 1: INSIGHT – 10 useful social media statistics for travel companies !  Step 2: PLANNING – 5 ways social media influences purchase decisions for travel products !  Step 3: ENGAGEMENT – 5 innovative examples of travel companies using social media !  Step 4: EVALUATION – The 5 best metrics for travel companies to use to understand the ROI of social media
    4. 4. Step 1: INSIGHT 10 useful social media statistics for travel companies
    5. 5. Jetbluehasthebiggestaccount, withover2.1Mfollowers AmericanAirlineshasthebiggest Kloutscore(95)andisthemost active–435,000tweets KLMisthemostlikedon Facebookwithalmost4Mlikes Thereareover200 airlinesactiveon Twitter. Source:  ski,.com    
    6. 6. WynnLasVegashasthebiggest twitteraccount,withahalf-million followers TheCosmopolitanismostactive withover36Ktweets HotelUrbanoinMiamihasmore than7.6MlikesonFacebook MGMGrandHotelhasthebiggest Kloutscore-87 Most active hotels in social media Source:  ski,.com    
    7. 7. Airlines  in  social  media  by  numbers   Source:  
    8. 8. Hotels  in  social  media  by  numbers   Source:  
    9. 9. Hotelsinsocialmediabynumbers Source:   Cruisers  in  social  media  by  numbers  
    10. 10. 65% of leisure travellers begin researching online before they have decided where or how to travel Source:  Google/  Ipsos  MediaCT  
    11. 11. 92% of UK travellers say reviews are influential when choosing where to book Source:  TripAdvisor  Insights  2014  
    12. 12. Comparedtototaltravellers, Hotelbuyersare2xmorelikelyto searchfortravelimagesinthe weekbeforepurchase Imagesearchersare62%more likelytovisitDestinationsites, 93%morelikelytosearchfor travelinformation Source:  TripAdvisor  Insights  2013  
    13. 13. 44% of travellers use their smartphone to research travel while they’re travelling Source:  Jwire  Report  
    14. 14. 72% of travellers say the ability to book via mobile devices is useful 25% of travel businesses are engaging with their guests via mobile devices Source:  TripAdvisor  Insights  2013  
    15. 15. !  Trail-blazingtravelcompaniesareleveragingsocial mediaatscaletomeetsalesandmarketing objectives. !  Thisisn’tjustaboutsoftobjectiveslikereachand wordofmouth.Socialmediacandeliveronhard objectiveslikesalesandrevenuewhichiswhytravel companiesareinvestingheavily. Scale social media to deliver revenue
    16. 16. !  Itisn’tjustaboutsocialmediaanymore.Travel companiesshouldbeembeddingandusingsocial technologyinalltheirdigitalspacestoengageand targetcustomersincludingratingandreviewing technology. Social is everywhere
    17. 17. !  Travelcompaniesshouldbeusingimage-related socialmediaasakeystrategictoolforengaginglikely buyers. ! Pinterestandinstagramshouldnowformacorepart ofyoursocialmediaactivationplan. Use Pinterest & Instagram
    18. 18. !  Mobile,andinparticularsocialmobile,shouldbea majorfocus. !  Ifyou’renotusingsocialmobileaspartofyourdigital strategy,youwillbemissingoutonsales. If you’re not mobile enabled you will miss out on sales
    19. 19. Step 2: PLANNING 5 ways social media influences purchase decisions for travel products
    20. 20. Theconsumerdecisionjourney haschanged Socialmediahas transformedthewaywe purchasetravelproducts. Ourpurchasinghabitscan nolongerbedepictedasa funnel.Insteaditisa dynamicjourneywhereour ‘reallife’experiences,when sharedonline,significantly impactthepurchasinghabits ofothersatEVERYstageof thejourney. Share   Evaluate   Buy   Experience   Consider  
    21. 21. Thenew‘momentoftruth’for travelbusinesses Peoplearemostlikelytosharetheirexperiences(goodorbad)onsocialmedia whiledirectlyexperiencingtheirpurchasei.e.onholiday. Inturn,thesepublicallysharedexperiencessignificantlyinfluencethosewho areatconsideration,evaluationorbuyphases. Shared   Experience   Consider   Evaluate   Buy  
    22. 22. Sharinghasthepowertodramatically influencepurchasedecisions Travellersthemselveshave becomethekeyinfluencers inthepurchasedecision cycleassocialtoolshave enabledthemtosharetheir experiencescreativelyat scaletoahighnumberof people.Theevolutionof socialtechnologynow meanssocialiseverywhere withratingsandreviews infiltratingalmostevery consumerevaluation process. Shared   Experiences   Shared   Experiences   Shared   Experiences     Consider   Evaluate   Buy  
    23. 23. Animageisworth1000words Socialtechnologyhasmeantwe’veallbecomecitizenjournalistsabletotellour storiesandconveyexperiencesinhighlyemotiveways. Imagesareprovingincreasinglyimportantininfluencingpeopleatthe considerationandevaluationstages.Image-basedsocialmediashouldnowform akeypartofyourstrategy.
    24. 24. Mobile is critical Mobileisnowakeytouchpointforpeopleattheevaluationandsharingstage. Theyusemobiletoexploreandsearchforproductsonthego. Theythenuse mobileastheyareexperiencingtosharethoseexperiencestotheirnetworks whichwillimpacttheevaluators. Consider   Evaluate   Buy   Experience   Share  
    25. 25. Step 3: ENGAGEMENT 5 innovative examples of travel companies using social media
    26. 26. FourSeasons:Pin.Pack.Go. !   September 2013 saw Four Seasons launch a Pinterest based service connecting consumers with local experts from the luxury hotel group. !   To participate, Pinterest users created a Pin. Pack. Go. Board, tagged with the Four Seasons property they’re visiting. !   A local Four Seasons expert will then take a look at their mood board, and create personalised recommendations for their visit, or generate a customised travel itinerary.
    27. 27. 1888Hotel:Theworldsfirst InstagramHotel !   Sydney’s 1888 Hotel caters to smartphone photographers via a range of instagram-related facilities. !   The hotel welcomes instagram users with extras including a walking map with recommended photo opportunities; a room designed to help guests take interesting ‘selfies’; and a reception area that displays images from local social media feeds.
    28. 28. AmericanAirlines:Customers withKlout !   2013 saw Klout partner with American Airlines on a scheme allowing the social media rankings analyst’s users with scores over 55 to access the airline’s Admiral Clubs for one day. !   US-based users with a score of less than 55 were entered into a draw to win club access for one year.
    29. 29. TourismAustralia:User GeneratedContent !   Fans create more than 95% of content on this tourist board’s profiles. !   By taking advantage of digital media’s 24 hour time loop and dedicated interaction with its followers, Tourism Australia has inspired the contribution of more than 1000 photos every day across its social media networks.
    30. 30. KLM:Socialiseverywhere !   KLM showed their customers their dedication to customer service by producing 1 minute customised videos responding to each individual tweet. !   KLM also ran a campaign that involved monitoring passengers social profiles and discovering if there was something that passenger wanted to do or have on a trip, and surprised them with it when they reached their destination.
    31. 31. Step 4: EVALUATION The 5 best metrics for travel companies to use to understand the ROI of social media
    32. 32. Share  of   Voice   Engagement   Rate   Reach   SenNment   Traffic   !   As a travel company, to get an accurate picture of the ROI you are achieving from social media, you are best to track a range of key metrics over time and in comparison to competitors. !   These are key metrics which are relatively straightforward to track but which will give you a good overview of how you are performing in terms of the number of people you are reaching, the impact you are having on those people and what actions you are eliciting from them. !   Once you have referral traffic tracked through social media, you should be able to tie this in with your on-site analytics and booking system to evaluate the causual relationship between behaviour in social media and the impact it has on sales.
    33. 33. !   With social media, share of voice refers to the number of conversations about your company versus your competitors/ market. This is a useful comparative metric to benchmark performance. !   Segment brand mentions by social channel to uncover opportunities for improvement. You may find that your efforts on one particular channel are going unnoticed, but excelling on another channel. !   The formula for calculating SOV is simple: divide the number of conversations or mentions of your brand by total number of conversations or mentions about other brands in your market. !   To get your total number of conversations you can use a free tool such as SocialMention or if you have the budget, a more robust tool such as Radian6 has a widget that can calculate this metric for you. Share  of   Voice   Engagement   Rate   Reach   SenNment   Traffic  
    34. 34. !   Engagement rate is valuable for telling you how well your fans interact with your content. This, in turn, is an indicator of the traction you are likely to get with specific pieces of content across social channels. Here’s how we calculate engagement rate . !   The Facebook post Engagement Rate Formula – This formula takes into account Likes, Comments and Shares of the post to the total number of fans at the time it has been posted. Then it gets multiplied by 100 to get the final percentage that expresses how well your brand is doing in engaging your fans! !   The Tweet Engagement Rate Formula – This formula takes into account the Replies and Retweets of the Tweet to the total number of followers to date. Then it’s multiplied by 100 as well to provide you with the percentage of your Fan base that’s interacting with your tweet. Share  of   Voice   Engagement   Rate   Reach   SenNment   Traffic  
    35. 35. !   Reach measures the spread of a social media conversation. On its own, reach can help you understand the context for your content. How far is your content disseminating and how big is the audience for your message? Reach is a measure of potential audience size. !   And of course, a large audience is good, but reach alone does not tell you everything. Reach becomes very powerful when compared to other engagement metrics. Use reach as the denominator in your social media measurement equations. !   Pick important action or engagement numbers like clicks, retweets, or replies (more on this in a second) and divide them by reach to calculate an engagement percentage. Of the possible audience for your campaign, how many people participated? Reach helps contextualise other engagement metrics. Share  of   Voice   Engagement   Rate   Reach   SenNment   Traffic  
    36. 36. !   Automated sentiment analysis is imperfect at best, often ignoring the human element of sarcasm or simple context. Using a social listening tool, automated sentiment analysis will give you an accuracy level of about 50-70%. !   To be completely accurate, you need to track this manually. !   Go through your mentions and tag them as positive, neutral or negative. Add up the totals and measure over time. Are the good mentions growing and the negative mentions decreasing? !   Social media consumer sentiment metrics can give a snapshot of customer satisfaction without having to administer surveys or polls. Your social consumers are essentially your biggest, most honest focus group, so take advantage of it. Share  of   Voice   Engagement   Rate   Reach   SenNment   Traffic  
    37. 37. !   Referral traffic is a good indicator of the actions people are taking as a result of your social media efforts. !   Google Analytics is a fantastic way to measure how much traffic is being referred to your website from the various social channels. !   Under the Traffic Sources tab, click on the Referring Sites and then type in your social network of choice to see how much traffic is being referred. Set up goals based on the actions you want your visitors to complete. !   For Twitter referrals, search both Twitter and, which is the built-in Twitter link shortener. Share  of   Voice   Engagement   Rate   Reach   SenNment   Traffic  
    38. 38. Get in touch for more information Thankyou A Social SlideShare Presentation @bloomworldwide +44 (0) 1273 732 626