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Emerging Social Media for Travel, Jennifer Stafford - Eye for Travel Online Marketing Summit - June 4-5, 2013
- 1. HomeAway Confidential© HomeAway. All rights reserved. Emerging Social Media Jennifer Stafford – Social Media Manager, HomeAway @jennstafford
- 2. @jennstafford @homeaway HomeAway Social Ecosystem World’s largest vacation rental marketplace 15 brands globally working on social ~100 social media accounts worldwide – Reach over 175 million – ~2 million engagements with our content per year 2
- 3. @jennstafford @homeaway Social Media Trends 3
- 4. @jennstafford @homeaway Trend 1: Visual Social Media Visual social media is the buzzword and focus for successful social marketers, but visual media is not a new concept 4 52% of travelers use social media for summer vacation inspiration Source: Google Travel Survey, 2012
- 5. @jennstafford @homeaway Trend 2: Micro-Video Video falls under visual social media, but new mobile micro- video apps are creating new opportunities for marketers 5 38.8 billion videos were viewed in April 2013 Source: Comscore
- 6. @jennstafford @homeaway Who Uses Visual Social Networks Pinterest – Over 25 million active users – Avg user has 2757 pins, 35 boards, 355 followers • 70-75% female • 31% age 30-64 • 20% college+ education • 41% $50,000+ income Instagram – 100 million active users • 17% age 30-64 • 12% college+ education • 24% $50,000+ income Vine – Small but growing – Age range skews to 25-44 – Skews female – Skews to college educated 6Sources: Pew Research, Q4 2012; TechCrunch, App Insider YouTube – 1 billion users – 4 billion views/day Flickr – 87 million users – 40 million+ photos/month Many 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. @jennstafford @homeaway What Users do on Visual Social Networks 7Sources: Pew Research, Q4 2012; TechCrunch, ComScore, Facebook
- 8. @jennstafford @homeaway 8Source: 2012 Google Travel Study, Watch Travel Videos: - 45% leisure travelers - 64% business travelers Engage with Travel Videos: - 41% of leisure travelers (watch, upload or comment)
- 9. @jennstafford @homeaway HOW DO BRANDS CAPTURE THE CONVERSATION? 9
- 10. @jennstafford @homeaway Conversation Starters 1. Be Inspirational 2. Feature Your Customers 3. Give Back to Fans 4. Showcase Your Product 5. Showcase Your Brand Be Creative!! 10
- 12. @jennstafford @homeaway Inspire Wanderlust Highlight the best features of a destination Don’t have an original photo? Repost from others with a comment 12
- 13. @jennstafford @homeaway Inspire Wanderlust Lots of similar content to share? Quality over quantity Don’t overwhelm fans. – Apps like Pic Stitch or use Photoshop to push together similar content 13
- 14. @jennstafford @homeaway Inspire Wanderlust 14 Create a travel postcard series for by mixing destination and fan content into the theme
- 15. @jennstafford @homeaway Inspire Wanderlust 15 Create a travel postcard series for by mixing destination and fan content into the theme
- 16. @jennstafford @homeaway Inspire Wanderlust 16 Create a travel postcard series for by mixing destination and fan content into the theme
- 17. @jennstafford @homeaway Inspire Wanderlust Take advantage of timely/seasonal events to create content Inspirational/destinatio n photos can mix in a marketing message and still see good levels of engagement 17
- 18. @jennstafford @homeaway Inspire Wanderlust 18 Focused Pinterest boards give more opportunities for a wide variety of content Popular, tange ntial topics can complement your brand
- 19. @jennstafford @homeaway GIVE CUSTOMERS A STARRING ROLE 19
- 20. @jennstafford @homeaway Give Customers a Starring Role Tiffany & Co. Continuous hashtag #truelovepictures promoted to fans Fans hashtag photos and many are featured Apply It: – Pull content into a page on your site or a microsite – Create a hashtag for fans – Repost best photos on Instagram, Twitter, Facebook and Pinterest 20
- 21. @jennstafford @homeaway Give Customers a Starring Role 21 Request fans submit content and publish Republish content you find where fans have mentioned your brand
- 22. @jennstafford @homeaway Give Customers a Starring Role 22 Request fans submit content and publish Republish content you find where fans have mentioned your brand
- 23. @jennstafford @homeaway Give Customers a Starring Role 23 Request fans submit content and publish Republish content you find where fans have mentioned your brand
- 24. @jennstafford @homeaway Give Customers a Starring Role 24 Request fans submit content and publish Republish content you find where fans have mentioned your brand
- 25. @jennstafford @homeaway Give Customers a Starring Role 25 Request fans submit content and publish Republish content you find where fans have mentioned your brand
- 26. @jennstafford @homeaway GIVE BACK TO FANS 26
- 27. @jennstafford @homeaway Give Back to Fans Promote marketing campaigns Freebies for fans Online sale? Try a QR code image. 27
- 28. @jennstafford @homeaway Give Back to Fans Promote marketing campaigns Freebies for fans Online sale? Try a QR code image. 28
- 29. @jennstafford @homeaway Give Back to Fans Promote marketing campaigns Freebies for fans Online sale? Try a QR code image. 29
- 31. @jennstafford @homeaway Showcase Your Product Brand awareness Customer how-to videos Testimonials/ Product Reviews New Product Releases Intro-content for longer videos or marketing material 31
- 32. @jennstafford @homeaway Showcase Your Product Brand awareness Customer how-to videos Testimonials/ Product Reviews New Product Releases Intro-content for longer videos or marketing material 32
- 33. @jennstafford @homeaway Showcase Your Product Brand awareness Customer how-to videos Testimonials/ Product Reviews New Product Releases Intro-content for longer videos or marketing material 33
- 34. @jennstafford @homeaway Showcase Your Product Brand awareness Customer how-to videos Testimonials/ Product Reviews New Product Releases Intro-content for longer videos or marketing material 34
- 36. @jennstafford @homeaway Showcase Your Brand People love behind the scenes views of a company Themes: – Inside look at the office – Company events – Employee spotlights – Philanthropy 36
- 37. @jennstafford @homeaway Showcase Your Brand People love behind the scenes views of a company Themes: – Inside look at the office – Company events – Employee spotlights – Philanthropy 37
- 38. @jennstafford @homeaway Showcase Your Brand People love behind the scenes views of a company Themes: – Inside look at the office – Company events – Employee spotlights – Philanthropy 38
- 39. @jennstafford @homeaway Showcase Your Brand People love behind the scenes views of a company Themes: – Inside look at the office – Company events – Employee spotlights – Philanthropy 39
- 40. @jennstafford @homeaway Showcase Your Brand People love behind the scenes views of a company Themes: – Inside look at the office – Company events – Employee spotlights – Philanthropy 40
- 41. @jennstafford @homeaway Showcase Your Brand People love behind the scenes views of a company Themes: – Inside look at the office – Company events – Employee spotlights – Philanthropy 41
- 42. @jennstafford @homeaway Tips Instagram – 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-video Test emerging channels as part of a holistic social strategy with proven networks like Facebook, Twitter and YouTube Share the love with other brands and users. Be social: Repost and engage! 42