Lonely Planet brand story - Travel and Social Media


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Lonely Planet brand story - Travel and Social Media

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Lonely Planet brand story - Travel and Social Media

  1. 1. Travel and Social Media The Lonely Planet Story
  2. 2. About Lonely Planet.
  3. 3. Founders Tony & Maureen • Tony and Maureen meet in London and travel overland through Asia. • Published first book in 1973 – Across Asia on the Cheap • The Wheeler’s built their company on the commitment to provide travellers with the most useful and relevant travel information in a convenient format.
  4. 4. 35 years later 93 million guidebooks sold 500 titles Translated across 8 languages 6m unique visitors per month 6 foreign language websites 10+ television series screening in over 150 countries
  5. 5. 2009 & beyond In October 2007, BBC Worldwide acquired a 75% stake in Lonely Planet. Lonely Planet aims to significantly increase its reach and recognise its mission in delivering content across different platforms relevant to today’s travellers.
  6. 6. Our brand.
  7. 7. Our Characteristics Unique Unexpected and sometimes brave or surprising. Inspiring Sense of place and experience, creates a curiosity, visualising the dream. Irreverent/Spirited Quirky or unexpected interpretation, cheeky or humorous angle, loads of personality. Opinionated Show it like it is, sometimes challenging. Respectful An awareness and sensitivity to cultures, people and the environment. Authoritative Knowledgable, not staged, real.
  8. 8. Demographics.
  9. 9. Source: Comscore Source: Comscore Source: Omniture
  10. 10. Our Audience Education Household Income USA/USD Highly educated - with over 70% with a degree of professional qualification (Source: Forrester Research 2008 and Lonely Planet Travellers Pulse 2008) Well Travelled 60% of LP.com users have been to more than 10 countries (Source: Lonely Planet Travellers Pulse 2008) Technically Savvy - 95% of LonelyPlanet.com visitors use the website everyday - lonelyplanet.com visitors are more likely to create and publish content - 22% more likely to interact with social networking sites (Source: Forrester Research 2008) Household Income UK £53.4K which is substantially above average internet user (£45,866) (Source: Forrester Research 2008) Source: Comscore
  11. 11. The History of Travel Social Communities 1300 1850 The Grand Tour/ Religious Expeditions Baedekers 1955 Post WWII Exposure/ Frommers 1970 The Hippie Trail/ Lonely Planet 1990 TV Society/ Rick Steves 2000 Technology Community/ TripAdvisor Hoof and Foot Ships & Trains Jet Travel Enviro Concern
  12. 12. Lonely Planet - travel social networking for over 35 years…
  13. 13. San Francisco Chronicle
  14. 14. Time 12/10/02 “The bombs in Mombasa and Bali threaten the best example of global community.”
  15. 15. Work done for BBCW by the Henley Centre has identified 8 global trends
  16. 16. Consumer Trends Most Applicable to the Travel Segment Stop-Go Lives: People are taking shorter breaks more often, in the US 7% more workers took partial weeks off in 2006 than 2005 Experiential Society: People have less time and are seeking value and experiences out of the ordinary. Community Connections: An April 2007 Nielsen study found User Generated Content was the most trusted form of advertising, with 78% of consumers said they trust recommendations from other consumers
  17. 17. The Travel Cycle: What Travelers Use •Podcasts •Television •Newsletters •AV •Travel Feature Stories •Podcasts and Videos •Thorn Tree •Groups •Rate and Review •Talk to Us •Maps •Mobile Devices •Guidebooks •Phrasebooks •Blogs •Thorntree •Worldguide •Maps •Trip Planner •Pick & Mix •Guidebooks •Hotels & Hostels •Shop (print & digital) •Traveler Services
  18. 18. Today’s Social Communities • Creators (Authors): Publish own blog, publish own web pages, upload music/audio you created, write articles or stories and post them • Critics (Back of the Book/Talk 2 Us): Post ratings/review of product or services, comment on someone else’s blog, contribute to online forums • Collectors (Bluelist): Use RSS fields, vote for web sites, add tags • Joiners (Thorntree): Maintain profile on social networking site, visit social networking sites • Spectators (YouTube; LPTV): Read blogs, listen to podcasts, watch videos, read online forums, read customer ratings • Inactives (non-travelers/passport initiatives): None of the above Source:Yahoo/Forrester/Compete, Inc. Workshop
  19. 19. Today’s Competitive Landscape Sites I use to share travel stories and recommendations and connect with other travelers (community) WAYN Travel content and commerce sites are lower ranked and are losing rank, but communities are gaining Boots n All Travelpod Trip Up Socialight* * Wikitravel Hostel World Virtual Tourist Yelp** Flickr TripAdvisor Real Travel Trip Connect Borders Gridskipper Sites I use to Roughguide Wikipedia access DK Frommers travel information World66 and/or review opinions of others (content) Lonely Planet STA Yahoo Travel Kayak Fodors Travelocity* * NY Times Travel Guardian Travel Sites I use to browse, book and buy travel or related products online (commerce) Expedia Ranked <100 Ranked 100-4000 Ranked >4000 Alexa global average ranking, Nov 07: The rank of a site is the geometric mean of the number of Alexa toolbar users who visit that site and the number of pages on the site viewed by those users. * Ranking is for whole domain, not just travel
  20. 20. Little overlap between content and social networking sites Content sites currently provide: Community sites currently provide: • • Guidebook content • User generated travel content only (WAYN, BootsnAll, Yelp), in which some Articles and information on travel destinations are weak on content destinations (Guardian Travel) • Ability to share photos, videos and • Ability to customize travel guides (DK stories with fellow travelers Encounter) • Facebook’s applications are generally • User generated content through blogs (Frommers), podcasts and review and Existing content sites provide limited socialcontent free or community tools, while social rate, or in players don’t (Wikitravel) networkingguidebook form provide differentiated, quality, reliable content, but this is • Limited community opportunities already beginning to change Key players are expanding their offerings . . Trip Advisor has user generated content, social networking functionality, as well as links to quality content providers for guidebook information. Travelpod and Facebook. Hostelworld upgraded their site to provide additional community functionality
  21. 21. Strategic Options Do Nothing: “Wait and See” Measured approach “Engage with market” Heavy commitment “Grow the market” The Decision Framework • Short term savings • Large opportunity cost (entry into new markets) • Delay will mean a loss of competitive advantage • Approach is to self funding through business partners • Small incremental spending • Seizes opportunity to edge ahead of competitors • Provides option to accelerate when basics are in place, or reduce spending if revenue is not realized • Investment in Fundamentals • May require acquisition to ramp up • Requires larger scale investment to win a position
  22. 22. Where Did We Come From? 11 years of Thorn Tree
  23. 23. 11 years of Thorn Tree Split into categories, which cover destination-specific and specialistinterest branches with over 100,000 active threads. Deep and rich travel Travelers can form strong bonds on the road that become life-long friendships. In a Q&A similar way, the Thorn Tree has brought together travelers both on and off the road from around the globe. It’s this unique blend of community, which mixes hard travel Can I get my visa information with more informal discussion, that has seen the Thorn Tree become one upon arrival to of the most popular and authoritative travel forums on theEthiopia? Or do I need web. to get and advance? The Tree is split into categories which cover destination-specific it in specialistinterest branches with over 100,000 active threads. Do I need malaria medication for my trip to Vietnam? Cycling in Cuba next 2 weeks, anyone else there?
  24. 24. Where Did We Come From? Talk2Us Feedback Center A dedicated Travelers can 5 on the become friendships. In a team of form strong bondsbrought road that travelers life-long and off the road similar way, the Thorn Tree has together both on from around the globe. It’s this unique blend of community, which mixes hard travel people, who information with more informal discussion, that has seen the Thorn Tree become one spend their of the most popular and authoritative travel forums on the web. time reading, The Tree is split into categories which cover destination-specific and specialistinterest branches with over 100,000 active threads. processing and replying to traveler feedback
  25. 25. Feedback: A virtuous circle New Guidebook Published
  26. 26. Feedback: A virtuous circle New Guidebook Published Travellers Feedback
  27. 27. Feedback: A virtuous circle New Guidebook Published Travellers Feedback Talk2Us Process & Reply
  28. 28. Feedback: A virtuous circle New Guidebook Published Travellers Feedback Talk2Us Process & Reply Editors Brief for New Edition
  29. 29. Feedback: A virtuous circle New Guidebook Published Travellers Feedback Authors Research Add & Correct Talk2Us Process & Reply Editors Brief for New Edition
  30. 30. Feedback Results In 2007 • 13,500 travelers sent in feedback • Their emails turned into 30,000+ useful items of information New Guidebook Published Authors Research Add & Correct Travellers Feedback Talk2Us Process & Reply Editors Brief for New Edition
  31. 31. Lonely Planet, a part of social online communities…
  32. 32. Lonely Planet Channel on YouTube • Launched on April 10, 2008 • Features a selection of the best travel videos from Lonely Planet’s own online videosharing website, LonelyPlanet.tv and exclusive content such as previews and behind-the-scenes footage from upcoming Lonely Planet Television shows •Current subscribers: 1,754 www.youtube.com/lonelyplanet •Current channel Views: 22,557 •Some LP videos have had 500,000+ views
  33. 33. Lonely Planet group on Facebook • 5,000 members • A space where users can engage with LP, connect with friends they’ve met while travelling and to share travel stories • Lonely Planet is also working on a variety of wireless applications for Facebook users to add on their profiles
  34. 34. Lonely Planet photo groups on Flickr • 35,000 + images •4,100 + members in Lonely Planet Photo Challenge group •2,800+ members in photo book group • These groups are designed to provide an avenue for travelers to showcase their snapshots from their journeys
  35. 35. Where We are Going Online? Lonely Planet.com VISION To inspire and enable travelers to connect with the world and each other . . . every day CHARACTERISTICS • The whole travel cycle on multiple platforms • For LP travelers – curious, selfselecting, self-packaging explorers • Topical, accurate, trusted, relevant, and we have a distinct Lonely Planet voice • Self-organized with the travel community at the center • Localization of products for key territories • Big, profitable, diverse revenue streams • A rich-media storytelling experience • Interacting “where you like it” • Beautiful DNA, and employee/ stakeholder pride • Global production company
  36. 36. Inspiring and enabling travellers to connect with the world and each other ….every day TV Magazine Digital Digital Wireless I‘m back Wireless I dream Print I‘m there I plan Wireless Digital Print Travel Life Cycle I buy & book Digital Wireless Digital Whilst maintaining leadership in travel publishing, Lonely Planet will further build out its multiple media offering to increase its frequency of engagement and connect with its consumers ‘everyday’.
  37. 37. More content From our guidebooks, repurposed for online From our authors on the road By aggregating the best content from the web From like minded travellers Richer experience And more tools to discover, create & share
  38. 38. The result is a powerful ‘triple play’ not available anywhere else. People will come to the site for: • the single largest source of authored travel content on the web • combined with the insight of the Lonely Planet traveller • and the best of the web. They will return to get up-to-date information, follow travellers through group and community tools, and to take content and share it.
  39. 39. Where are we going? Mobile Media Global connectivity trends are important • Increasing uptake of broadband internet in Asian markets • Interactive TV is growing rapidly, the online market grew 179% in the 12 months to June 2007 with 8 million users of IPTV services worldwide • The market for mobile internet services remains largely untapped, according to the Yankee Group which claim that operators and service providers could be raking in as much as $66bn per year, instead of the $9.5bn they are taking at present • The number of mobile navigation device (GPS) units shipped reached 7.4 million worldwide in the second quarter of 2007, an increase of 116% over the same quarter last year
  40. 40. Where are we going? Mobile Actions • Licensing our content to location based service platforms • Providing a compelling Mobile site – Driving traffic to the M-site through operator deals, owned sites and affiliates – Selling advertising, offering sponsorship opportunities and driving transactions to partners • Selling downloadable applications and video through retail channels
  41. 41. The Lonely Planet Mobile Solution
  42. 42. In conclusion 1/ New technologies are going faster: Web 2.0, Evolution and opportunities in etourism 2/ How do you use social media to reach people? 3/ The future of e-tourism