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The Power of Visual Discovery For Travel & Tourism - kurniawan santoso

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The Power of Visual Discovery For Travel & Tourism

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The Power of Visual Discovery For Travel & Tourism - kurniawan santoso

  1. 1. •  KURNIAWAN SANTOSO •  IESE, ICE BSD, 9 May 2017 The Power of Visual Discovery For Travel & Tourism
  2. 2. Kurniawan Santoso ​ ADVISOR –TRAVEL & ECOMMERCE 2
  3. 3. Where is it? @wahnails
  4. 4. But, why? @wahnails
  5. 5. I want to be there @wahnails
  6. 6. Search is not a natural point of entry on mobile
  7. 7. In apps, people expect to discover things just for them The mobile mindset for brands to tap into is DISCOVERY
  8. 8. Search I know what brand/ category I am looking for Disruption e.g. TV/Pre-roll Brands interrupt content I want to watch Discovery Mobile Feed e.g. Facebook & IG I am open to discover content & messages from friends, family, public figures, publishers & brands
  9. 9. ser·en·dip·i·ty /ˌserənˈdipədē/ The occurrence and development of events by chance in a happy or beneficial way.
  10. 10. Travel on Facebook
  11. 11. Dreaming Planning Booking Sharing
  12. 12. Dreaming Indonesian found Information about Travel destination on Social Media 69.5% Source: Emarketer
  13. 13. Planning of online travelers visit social networking sites to influence destination selection 40% of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that destination 52% Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth Edition, Skyscanner survey, WTM Industry Report.
  14. 14. Hotels are booked online 73% Booking billions and % change Digital Travel Sales in Indonesia, 2015-2020 2015 $5.00 2016 $5.97 2017 $7.03 2018 $8.17 2019 $9.33 2020 $10.49 Digital travel sales % change Note: includes leisure and unmanaged business travel sales booked via any device; converted at the exchange rate of US$1=IDR13,395.55 Source: eMarketer, July 2016 211902 www.eMarketer.com 32.5% 19.5% 17.7% 16.2% 14.2% 12.5% Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth Edition, Skyscanner survey, WTM Industry Report.
  15. 15. Sharing of stories shared to users’ Facebook timelines were travel experiences, more than double that of the next category. 42% of travelers update their Facebook status while on holiday 70% Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth Edition, Skyscanner survey, WTM Industry Report.
  16. 16. 1.  Mobile is where your audience is 2.  People consume mobile differently 3.  Find opportunities to deliver brand love
  17. 17. Our Facebook community 1.9 BILLION people on Facebook each month 1.2 BILLION people on WhatsApp each month 1.2 BILLION people on Messenger each month 700 MILLION people on Instagram each month
  18. 18. Our Facebook community
  19. 19. 21 nomophobia ˌnō-mə-ˈfō-bē-ə: a growing fear in today's world of being without a mobile device, or beyond mobile phone contact.
  20. 20. S O A S M A R K E T E R S , ​ How do we connect with Travelers? 22
  21. 21. 23 The New VISUAL LANGUAGE
  22. 22. Wow, Liburan di Lombok seru banget…
  23. 23. Wow, Liburan di Lombok seru banget…
  24. 24. Wow, Liburan di Lombok seru banget…
  25. 25. People now expect communication that is… Mobile + Visual Language IMMERSIVE EXPRESSIVE INSPIRATIONAL 29
  26. 26. 30 In our TL;DR world, visual formats like video make us pause and engage 5x longerlooking at video than static content across Facebook and Instagram. People spend Facebook IQ Source: "Video in Mobile Feed" by Kantar Media (Facebook IQ- commissioned research lab of 114 people ages 18-30 in UAE and UK who watch short form online video (<10 minutes) including ads and non ads at least monthly), July 2016
  27. 27. 31 To stop thumbs, connect with people when it matters Reach them wherever they are Inspire them in their feed Communicate with them through messaging Connect with them on other apps and sites
  28. 28. …With visual, immersive, engaging formats built for mobile 32
  29. 29. 3333 Case Study: Optimizing for success ​ 2.8x​ more revenue ​ 2x ​ more purchases ​ 6x​ more flight purchases ​ When comparing conversion optimization to clicks, Tiket.com achieved: ​ 41% ​ more website traffic
  30. 30. THREE CREATIVE PRINCIPLES 1 ON BRAND CONCEPT DRIVEN WELL CRAFTED 2 3
  31. 31. @tomford 1 ON BRAND
  32. 32. @virginamerica
  33. 33. @expedia
  34. 34. 2 CONCEPT DRIVEN @bulleitwhiske
  35. 35. @klm
  36. 36. @bookingcom
  37. 37. @airbnb
  38. 38. 3 WELL CRAFTED
  39. 39. ‣  Body Level One Body Level Two Body Level Three Body Level Four Body Level Five @herschelsupply
  40. 40. @indtravel
  41. 41. 45! Strong Focal point
  42. 42. 46! Framing & Balance
  43. 43. Source: Indonesia.Travel
  44. 44. 48! Lighting & Detail
  45. 45. 49! Composition
  46. 46. Dreaming Planning Booking Sharing
  47. 47. TRAVEL IN TL;DR WORLD = MOBILE + VISUAL
  48. 48. Thank you 52

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