HomeAway Confidential© HomeAway. All rights reserved.Emerging Social MediaJennifer Stafford – Social Media Manager, HomeAw...
@jennstafford @homeawayHomeAway Social EcosystemWorld’s largest vacationrental marketplace15 brands globallyworking on soc...
@jennstafford @homeawaySocial Media Trends3
@jennstafford @homeawayTrend 1: Visual Social MediaVisual social media is the buzzword and focus for successfulsocial mark...
@jennstafford @homeawayTrend 2: Micro-VideoVideo falls under visual social media, but new mobile micro-video apps are crea...
@jennstafford @homeawayWho Uses Visual Social NetworksPinterest– Over 25 million active users– Avg user has 2757 pins, 35b...
@jennstafford @homeawayWhat Users do on Visual Social Networks7Sources: Pew Research, Q4 2012; TechCrunch, ComScore, Faceb...
@jennstafford @homeaway 8Source: 2012 Google Travel Study,Watch TravelVideos:- 45% leisuretravelers- 64% businesstravelers...
@jennstafford @homeawayHOW DO BRANDS CAPTURE THECONVERSATION?9
@jennstafford @homeawayConversation Starters1. Be Inspirational2. Feature Your Customers3. Give Back to Fans4. Showcase Yo...
@jennstafford @homeawayINSPIRE WANDERLUST11
@jennstafford @homeawayInspire WanderlustHighlight the bestfeatures of adestinationDon’t have anoriginal photo?Repost from...
@jennstafford @homeawayInspire WanderlustLots of similarcontent to share?Quality over quantityDon’t overwhelmfans.– Apps l...
@jennstafford @homeawayInspire Wanderlust14Create a travelpostcard series forby mixingdestination and fancontent into thet...
@jennstafford @homeawayInspire Wanderlust15Create a travelpostcard series forby mixingdestination and fancontent into thet...
@jennstafford @homeawayInspire Wanderlust16Create a travelpostcard series forby mixingdestination and fancontent into thet...
@jennstafford @homeawayInspire WanderlustTake advantage oftimely/seasonal eventsto create contentInspirational/destination...
@jennstafford @homeawayInspire Wanderlust18FocusedPinterestboards givemoreopportunitiesfor a widevariety ofcontentPopular,...
@jennstafford @homeawayGIVE CUSTOMERS ASTARRING ROLE19
@jennstafford @homeawayGive Customers a Starring RoleTiffany & Co.Continuous hashtag#truelovepictures promoted to fansFans...
@jennstafford @homeawayGive Customers a Starring Role21Request fanssubmit contentand publishRepublishcontent you findwhere...
@jennstafford @homeawayGive Customers a Starring Role22Request fanssubmit contentand publishRepublishcontent you findwhere...
@jennstafford @homeawayGive Customers a Starring Role23Request fanssubmit contentand publishRepublishcontent you findwhere...
@jennstafford @homeawayGive Customers a Starring Role24Request fanssubmit contentand publishRepublishcontent you findwhere...
@jennstafford @homeawayGive Customers a Starring Role25Request fanssubmit contentand publishRepublishcontent you findwhere...
@jennstafford @homeawayGIVE BACK TO FANS26
@jennstafford @homeawayGive Back to FansPromotemarketingcampaignsFreebies forfansOnline sale?Try a QRcode image.27
@jennstafford @homeawayGive Back to FansPromotemarketingcampaignsFreebies forfansOnline sale?Try a QRcode image.28
@jennstafford @homeawayGive Back to FansPromotemarketingcampaignsFreebies forfansOnline sale?Try a QRcode image.29
@jennstafford @homeawaySHOWCASE YOURPRODUCT30
@jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleas...
@jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleas...
@jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleas...
@jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleas...
@jennstafford @homeawaySHOWCASE YOURBRAND35
@jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice–...
@jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice–...
@jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice–...
@jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice–...
@jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice–...
@jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice–...
@jennstafford @homeawayTipsInstagram– Find hashtags relevant to your brand– Use photo collage apps like Pic Stitch– Incent...
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Emerging Social Media for Travel, Jennifer Stafford - Eye for Travel Online Marketing Summit - June 4-5, 2013

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From Vine to Pinterest to Instagram there are many ways that travel brands can take advantage of visual social media sites to drive traffic, conversion and engagement. See examples from HomeAway and other brands on how they are using emerging social media channels to connect with their fans and market their products and companies.

http://twitter.com/jennstafford
http://homeaway.com
http://facebook.com/homeaway
http://pinterest.com/homeaway
http://instagram.com/homeaway

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Emerging Social Media for Travel, Jennifer Stafford - Eye for Travel Online Marketing Summit - June 4-5, 2013

  1. 1. HomeAway Confidential© HomeAway. All rights reserved.Emerging Social MediaJennifer Stafford – Social Media Manager, HomeAway@jennstafford
  2. 2. @jennstafford @homeawayHomeAway Social EcosystemWorld’s largest vacationrental marketplace15 brands globallyworking on social~100 social mediaaccounts worldwide– Reach over 175 million– ~2 million engagementswith our content per year2
  3. 3. @jennstafford @homeawaySocial Media Trends3
  4. 4. @jennstafford @homeawayTrend 1: Visual Social MediaVisual social media is the buzzword and focus for successfulsocial marketers, but visual media is not a new concept452% of travelers use social media for summer vacation inspirationSource: Google Travel Survey, 2012
  5. 5. @jennstafford @homeawayTrend 2: Micro-VideoVideo falls under visual social media, but new mobile micro-video apps are creating new opportunities for marketers538.8 billion videos were viewed in April 2013Source: Comscore
  6. 6. @jennstafford @homeawayWho Uses Visual Social NetworksPinterest– Over 25 million active users– Avg user has 2757 pins, 35boards, 355 followers• 70-75% female• 31% age 30-64• 20% college+ education• 41% $50,000+ incomeInstagram– 100 million active users• 17% age 30-64• 12% college+ education• 24% $50,000+ incomeVine– Small but growing– Age range skews to 25-44– Skews female– Skews to college educated6Sources: Pew Research, Q4 2012; TechCrunch, App InsiderYouTube– 1 billion users– 4 billion views/dayFlickr– 87 million users– 40 million+ photos/monthMany more…– Viddy (Instagram for Video) –39 million users– Vimeo – 14 million users– SocialCam – 56 million+ users– Path – 10 million+ users– Imgur – 50 million+ users– Etc.
  7. 7. @jennstafford @homeawayWhat Users do on Visual Social Networks7Sources: Pew Research, Q4 2012; TechCrunch, ComScore, Facebook
  8. 8. @jennstafford @homeaway 8Source: 2012 Google Travel Study,Watch TravelVideos:- 45% leisuretravelers- 64% businesstravelersEngage withTravel Videos:- 41% of leisuretravelers(watch, uploador comment)
  9. 9. @jennstafford @homeawayHOW DO BRANDS CAPTURE THECONVERSATION?9
  10. 10. @jennstafford @homeawayConversation Starters1. Be Inspirational2. Feature Your Customers3. Give Back to Fans4. Showcase Your Product5. Showcase Your BrandBe Creative!!10
  11. 11. @jennstafford @homeawayINSPIRE WANDERLUST11
  12. 12. @jennstafford @homeawayInspire WanderlustHighlight the bestfeatures of adestinationDon’t have anoriginal photo?Repost from otherswith a comment12
  13. 13. @jennstafford @homeawayInspire WanderlustLots of similarcontent to share?Quality over quantityDon’t overwhelmfans.– Apps like Pic Stitchor use Photoshopto push togethersimilar content13
  14. 14. @jennstafford @homeawayInspire Wanderlust14Create a travelpostcard series forby mixingdestination and fancontent into thetheme
  15. 15. @jennstafford @homeawayInspire Wanderlust15Create a travelpostcard series forby mixingdestination and fancontent into thetheme
  16. 16. @jennstafford @homeawayInspire Wanderlust16Create a travelpostcard series forby mixingdestination and fancontent into thetheme
  17. 17. @jennstafford @homeawayInspire WanderlustTake advantage oftimely/seasonal eventsto create contentInspirational/destination photos can mix in amarketing messageand still see goodlevels of engagement17
  18. 18. @jennstafford @homeawayInspire Wanderlust18FocusedPinterestboards givemoreopportunitiesfor a widevariety ofcontentPopular, tangential topics cancomplementyour brand
  19. 19. @jennstafford @homeawayGIVE CUSTOMERS ASTARRING ROLE19
  20. 20. @jennstafford @homeawayGive Customers a Starring RoleTiffany & Co.Continuous hashtag#truelovepictures promoted to fansFans hashtag photos and many arefeaturedApply It:– Pull content into a page on your siteor a microsite– Create a hashtag for fans– Repost best photos onInstagram, Twitter, Facebook andPinterest20
  21. 21. @jennstafford @homeawayGive Customers a Starring Role21Request fanssubmit contentand publishRepublishcontent you findwhere fans havementioned yourbrand
  22. 22. @jennstafford @homeawayGive Customers a Starring Role22Request fanssubmit contentand publishRepublishcontent you findwhere fans havementioned yourbrand
  23. 23. @jennstafford @homeawayGive Customers a Starring Role23Request fanssubmit contentand publishRepublishcontent you findwhere fans havementioned yourbrand
  24. 24. @jennstafford @homeawayGive Customers a Starring Role24Request fanssubmit contentand publishRepublishcontent you findwhere fans havementioned yourbrand
  25. 25. @jennstafford @homeawayGive Customers a Starring Role25Request fanssubmit contentand publishRepublishcontent you findwhere fans havementioned yourbrand
  26. 26. @jennstafford @homeawayGIVE BACK TO FANS26
  27. 27. @jennstafford @homeawayGive Back to FansPromotemarketingcampaignsFreebies forfansOnline sale?Try a QRcode image.27
  28. 28. @jennstafford @homeawayGive Back to FansPromotemarketingcampaignsFreebies forfansOnline sale?Try a QRcode image.28
  29. 29. @jennstafford @homeawayGive Back to FansPromotemarketingcampaignsFreebies forfansOnline sale?Try a QRcode image.29
  30. 30. @jennstafford @homeawaySHOWCASE YOURPRODUCT30
  31. 31. @jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleasesIntro-contentfor longervideos ormarketingmaterial31
  32. 32. @jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleasesIntro-contentfor longervideos ormarketingmaterial32
  33. 33. @jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleasesIntro-contentfor longervideos ormarketingmaterial33
  34. 34. @jennstafford @homeawayShowcase Your ProductBrandawarenessCustomerhow-tovideosTestimonials/ProductReviewsNew ProductReleasesIntro-contentfor longervideos ormarketingmaterial34
  35. 35. @jennstafford @homeawaySHOWCASE YOURBRAND35
  36. 36. @jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice– Company events– Employeespotlights– Philanthropy36
  37. 37. @jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice– Company events– Employeespotlights– Philanthropy37
  38. 38. @jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice– Company events– Employeespotlights– Philanthropy38
  39. 39. @jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice– Company events– Employeespotlights– Philanthropy39
  40. 40. @jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice– Company events– Employeespotlights– Philanthropy40
  41. 41. @jennstafford @homeawayShowcase Your BrandPeople love behindthe scenes views of acompanyThemes:– Inside look at theoffice– Company events– Employeespotlights– Philanthropy41
  42. 42. @jennstafford @homeawayTipsInstagram– Find hashtags relevant to your brand– Use photo collage apps like Pic Stitch– Incentives to upload (contests, reposting)– Discounts (#promocode)Vine– Be creative!– Use it as an intro to longer videos hosted on your site or a video service– Ensure there is good lighting and remember there is audio recording– Research how others are using micro-videoTest emerging channels as part of a holistic social strategy with provennetworks like Facebook, Twitter and YouTubeShare the love with other brands and users. Be social: Repost and engage!42

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