The document analyzes the growth of the online market in India, noting its status as the fastest growing market with significant increases in users, especially among the youth. It highlights how social media and word-of-mouth (WOM) are driving tourism and travel industry growth, emphasizing the need for brands to adapt their customer service through social channels. Additionally, it outlines strategies for brands to engage customers and leverage social media for enhanced brand presence and WOM influence.

1. Social Media and Travel &
Tourism

2. Brazil Russia China India
62.6
336
5952 44.5
322
49.148.9
Jul 11 Jul 12
6% 20%
41%
5%UniqueVisitors (in millions)
15+ Age,Home andWork users
India
62.6
44.5
• Indiais the fastest growingonline market in the last 12 months
• Russiaand China have added over 10 million users in the last 12 months and
continue to grow
• India’s explosive online growth to continue,as most online categories show
below average penetration compared to global averages
Online Market
growth comparison
India is the fastest growing online market in the last 12 months.
Data source: ComScore

3. 75% of the audience is below the age of 35 years, makes it one of the 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

4. Games
News
Search
Retail
Health
SN
Travel 41
43
43
43
43
54
60
44
95.5
21.1
59.9
91.5
80.3
40
YoY Growth % Jul’12 Reach %
21.1
41
59.9
• Unprecedented growth inTravel,Search,SN and News,surpassingWW 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 people are more connected, aware
and active
Growth Rate
High growth categories

5. The Web is being Rebuilt around People

6. The travel, tourism and hospitality industry is one of the most dynamic industries in today’s
global economy. Tourism is typically one of the top three sources of revenues for cities,
states and countries worldwide.
understanding
Tourism Industry
Why do people travel?

7. Top spending categories for
travelers

8. The habits of
travelers

9. The web was originally built to link static documents together(left) but evolved to
incorporate social media(center) and we are now seeing a web built around
people, where their profiles and content are moving with them as they visit
different websites(right).
Change in last 10 years
The paradigm shift

10. Friends recommendation
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 way they 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?

11. Friends
matter

12. Travel & Tourism industry is heavily dependent on
Word of mouth

13. Face-to-Face Email Blog Twitter Facebook LinkedIn
You
Your
Customers
Their
Friends
How word of mouth works on
Social media

14. Offline conversation is still the dominant form of Social Media
How Brands can utilize Social Media to control WOM
Before Conversation
The ‘Trigger’ or Spark,
Source of prior knowledge
During Conversation
Reference resource, fact
checking,
Content to share
After Conversation
Learn
more, verify, take
action, share more
widely
What effect do the
internet and internet
enabled devices have
on Word of Mouth?
Conversations
that involve a
brand per day
Brand
impressions
per day
Impressions
per word of
mouth
conversation Marketing content is an important
resource before, during and after
brand conversations
94% of WOM brand
impressions occur
offline
Internet is at par with TV as a
top catalyst for WOM
conversation
Internet is the #1 resource utilized to take action after conversations
Primary use is to
seek additional
information
Internet is twice as important
as any other media after WOM
conversation
Internet is most important source
of content before, during and
after the conversation
The Internet is where people turn to after conversation for more information
Internet is often a
resource after WOM
stimulated by TV
Search is utilized more
than any other site type
Social Media trending
topics majorly effect
WOM
What’s in there for
The brands

15. Frequency&typeofsocial
Activities
Source: Nielsen
Brands may or may not be present on social media but their customers are
70%
Hear others’ experiences
65%
Learn more about brands
53%
Compliment brands
50%
Express concern/complaints

16. THEGLOBALSOCIAL
CONSUMER
Source: Nielsen
Accessibility: How people connect and interact with social media

17. Likelihood to make a purchase based on Websites, Social Media and Online
product reviews
THEGLOBALSOCIAL
CONSUMER
Source: Nielsen

18. The ability to send and retrieve
Information
from everywhere has
Changed
the way we
work and live.
Hence Brands need to
Change
the way they
Think.
emergence of the new trend: Social CRM
Customerserviceviasocialmedia
Socialcare

19. Social care
When customers choose when and where they voice their questions and complaints
When the line between Marketing and Customer service gets blurred
When Brands get ready to react on all the channels

20. .
.
Frequency of social care use among users
9% Daily
21% Weekly
70% Monthly
On average 47% of social media Users engage in
social care
Customerserviceviasocialmedia
Socialcare
Social care has become an immediate imperative for global brands

21. 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+
Agebreakup

22. Understand what Motivates people to act in
the way that they do

23. Understand Behavior not Technology

24. Understanding user
Behavior

25. Social Media Analytical Centre
How can Webenza IncPot help Customer
Support Team take control of social media?

26. We give Meaning to the
conversations and Enhance
them With meaningful Insights

27. We Bridge the Gap
Between Brands and Customers.
Through our engagement console
we let you connect and talk to the
Customers thereby improving
Dialogue & Participation

28. We Measure & Compare
the
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.

29. Discussions
Track conversations around certain keywords
Listen to the conversations
Enter into Dialogue
Influence the influencers Manage your Reputation Competitive Edge
1
2
3
• Track keywords like:
Trip Planning, Best place to visit,
Vacations, Travel in India, Cheap
Flights, Holiday Packages and
Hotels etc.
• Identify 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 precautionary measures
• Build affiliate network
• Build volunteer network
• Crisis Management
• Track competitors’
activities
• People upset with them
are your friends
• Control negative WOM
coming from the
competition
Real Time Tracking strategy: IncPot
*IncPot is Webenza’s Proprietary tool

30. Identify the research
trends and publish
reports about hottest
destinations/trends
etc. Help people in
their research and
build strong follower
base.
Create interesting
videos and let people
spend time watching
them on your channel.
Videos create strong
brand recall.
Interaction with
customers on social
channels is important
as Happy customers
will generate +WOM
for your brand on
review sites.
Make your brand
searchable on all
social platforms;
enhance discovery
through SEO,
Make people come to
you through their
searches and
generate leads.
Establish
Thought
Leadership
Create brand
presence and
awareness
Build Happy
customer
community
Create top of
mind recall
Social Media engagement strategy

31. Engagement
Ideas
Share pictures
and facts about
travel
destinations
Be a travel
expert on
Social Media
People like free
stuff and
discounts
74% said "After interacting
with companies or brands
via new media, I generally
have a more positive
impression of the company
or brand."
ConsumersDemandBrandInteraction
Exotic Travel Destinations

32. Can you find out most famous tourist destinations
of India?Puzzles
Can you identify the place where
Ashoka was shot
Indirect connect with season and destination
is also a good way of engagement
Bookings using Facebook Apps

33. Twitter Strategy
• HashTags are Like Twitter 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
• Twitter can be used for cross content sharing and promotion. Also for engaging and
attracting followers by starting unique #tags (e.g. #mytrip, #exotictrip #tripdeals, #triptips
#tipsontravel etc).
• #tags can be used to brand the tweets for categories by including them in conversations
(e.g. #beaches, #hillstations etc.)
• Twitter list is great way to creat interest based communities within Twitter.
LinkedIn Strategy
• LinkedIn: A company page for corporate relationship, coordinating 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 promotions.

34. Pinterest strategies
• Pinterest profile with boards for different trip categories and activities.
• On Pinterest also #tags can be used and branded as like twitter;
• Boards ideas like-Places Must Visit, Best beaches on the earth & Special Trip Offer etc can
engage a lots of visitors/customers.

35. YouTube strategy
• You-tube channel with multiple play-lists for all categories, so that visitors will have a clear
message of services offered by the brand.
• Tags and descriptions 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 creating an impact.

36. Keyword research
On Page SEO Off Page SEO
Create Presentations Create Videos Create Blog Posts
Create content using researched keywords for above mentioned websites. These sites have highest page ranks
and thus help your website to show up on 1st page of search engines.
Make your brand Searchable through seo

37. Having a good social media presence might be inexpensive in monetary terms, but
costly in time, so therefore it is best to plan campaigns around a theme with multiple
types of supporting content.
Videos
Infographics
Case Studies
Create Content
.

38. Social Media Plan
Social Profile Creation
•Creating profile in
Facebook, twitter, LinkedIn etc.
Branding Social Profile
•Designing profiles such as Facebook
to suit the brand.
Building a decent sized community
•Increasing the fan or follower base of
the profile and attracting more.
Creating Facebook Campaign
•Engaging the community through
competitions in the online space which
creates a viral effect.
•Engaging in forums and discussions
•Participating in relevant group and
building a community
Brand Engagement
•Updating and replying on Social
Networking Sites
Creating articles and posting in online
sites
•Posting discussions in forums
Research Phase
•Understanding the online
presence of the industry
•Analyzing social media trends
of the competitors
•Finding the brand influencers
•Keyword Research for the
Industry
Research Phase
(1 week)
Social Profile Creation
Phase
(1 week)
Engagement
Phase
(On-Going)

39. Social Media
Conversations
Webenza IncPot Buzz Filter
Webenza IncPot
Dashboard
Responding after
approval by the Client
Webenza Team Client
SOCIAL MEDIA
Strategy
Content Writing
Engagement &
Community Building
Creatives
SAAS INTEGRATED SUITE
Client
License
Client’s team:
Listening, Monitoring,
Analytics &
Engagement
MODEL 1 MODEL 2 MODEL 3 MODEL 4
Social Analytics
MODEL 1
MODEL 2
Social Media
Channel
Management
SEO & SEM
Analytics