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social media habits of travel and tourism report by Webenza
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Social Media and Travel & Tourism !
BRIC Nations - Growth Comparison
Brazil Russia China India
62.6
336
5952 44.5
322
49.148.9
Jul 11 Jul 12
6% 20%
41%
5%Unique Visitors (in millions)
15+ Age, Home and Work users
India
62.644.5
• India is the fastest growing online market in the last 12 months• Russia and 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
#SOII12Presented by : Kedar Gavane, Director, India
Online Market !
growth comparison !
India is the fastest growing online market in the last 12 months.!!
Data source: ComScore
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!
The Super Seven - High growth categories
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 in Travel, Search, SN and News, surpassing WW 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
Graph based on July 2011 and Jul 2012 data for15+ Age, Home and Work users
. .
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!
!!!!!!!!!
The Web is being Rebuilt around People
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?
Top spending categories for!
travelers!
The habits of!
travelers!
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!
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?!
Friends ma8er
Travel & Tourism industry is heavily dependent on!
Word of mouth!
Face-to-Face Email Blog Twitter Facebook LinkedIn!
You!!!!Your !Customers !! !Their !Friends !
How word of mouth works on!
Social media!
Offline conversa-on is s-ll the dominant form of Social Media
How Brands can u-lize Social Media to control WOM
Before Conversa-on The ‘Trigger’ or Spark,
Source of prior knowledge
During Conversa-on Reference resource, fact
checking, Content to share
AGer Conversa-on Learn more, verify, take ac-on, share
more widely
What effect do the internet and internet enabled devices have on Word of Mouth?
Conversa@ons that involve a brand per day
Brand impressions per day
Impressions per word of mouth conversa@on Marke@ng content is an important
resource before, during and aGer brand conversa@ons
94% of WOM brand impressions occur offline
Internet is at par with TV as a top catalyst for WOM conversa@on
Internet is the #1 resource u-lized to take ac-on aGer conversa-ons
Primary use is to seek addi@onal informa@on
Internet is twice as important as any other media aGer WOM conversa@on
Internet is most important source of content before, during and aGer the conversa@on
The Internet is where people turn to aGer conversa-on for more informa-on
Internet is oGen a resource aGer WOM s@mulated by TV
Search is u@lized more than any other site type
Social Media trending topics majorly effect WOM
What’s in there for !
The brands!
Frequency &
type o
f s
ocia
l!
Activ
itie
s !
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
TH
E G
LO
BAL S
OC
IAL!
CO
NS
UM
ER
!
Source: Nielsen
Accessibility: How people connect and interact with social media!
Likelihood to make a purchase based on Websites, Social Media and Online product reviews!
TH
E G
LO
BAL S
OC
IAL!
CO
NS
UM
ER
!
Source: Nielsen
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 !C
ustomer s
ervic
e v
ia s
ocia
l m
edia!
Socia
l c
are !
Social care!
When customers choose when and where they voice their ques@ons and complaints When the line between Marketing and Customer service gets blurred
When Brands get ready to react on all the channels
.
.
Frequency of social care use among users !
9% Daily
21% Weekly
70% Monthly
On average 47% of social media Users engage in social care!
Customer s
ervic
e v
ia s
ocia
l m
edia!
Socia
l c
are !
Social care has become an immediate imperative for global brands !
Customer s
ervic
e b
y p
hone v
/s!
Socia
l c
are !
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+
Age breakup
!!!!!!!!!
Understand what Mo@vates people to act in the way that they do
!!!!!!!!!
Understand Behavior not Technology
Understanding user!
Behavior !
Social Media Analy@cal Centre
How can Webenza IncPot help Customer !Support Team take control of social media? !
We give Meaning to the conversations and Enhance them With meaningful Insights
We Bridge the Gap Between Brands and Customers.
Through our engagement console we let you connect and talk to the Customers thereby improving Dialogue & Par@cipa@on
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.
Discussions
Track conversa@ons around certain keywords
Listen to the conversa@ons
Enter into Dialogue
Influence the influencers Manage your Reputa@on Compe@@ve Edge
12
3
• Track keywords like: Trip Planning, Best place to visit, Vaca@ons, Travel in India, Cheap Flights, Holiday Packages and Hotels etc.
• Iden@fy 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 precau@onary measures • Build affiliate network • Build volunteer network • Crisis Management
• Track compe@tors’ ac@vi@es
• People upset with them are your friends
• Control nega@ve WOM coming from the compe@@on
Real Time Tracking strategy: IncPot!
*IncPot is Webenza’s Proprietary tool
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 !
Engagement Ideas
Share pictures and facts about
travel des@na@ons
Be a travel expert on
Social Media
People like free stuff and discounts
74% said "AGer interac@ng with companies or brands via new media, I generally have a more posi-ve impression of the company or brand."
Consum
ers D
emand Brand Interac@on
Exotic Travel Destinations
Can you find out most famous tourist destinations of India?!
Puzz
les
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!
Twitter Strategy!
• HashTags are Like Twi8er 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
• Twi8er can be used for cross content sharing and promo@on. Also for engaging and a8rac@ng followers by star@ng unique #tags (e.g. #mytrip, #exo@ctrip #tripdeals, #trip@ps #@psontravel etc).
• #tags can be used to brand the tweets for categories by including them in conversa@ons (e.g. #beaches, #hillsta@ons etc.)
• Twi8er list is great way to creat interest based communi@es within Twi8er.
LinkedIn Strategy!
• LinkedIn: A company page for corporate rela@onship, coordina@ng 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 promo@ons.
Pinterest strategies!
• Pinterest profile with boards for different trip categories and ac@vi@es. • On Pinterest also #tags can be used and branded as like twi8er; • Boards ideas like-‐Places Must Visit, Best beaches on the earth & Special Trip Offer etc can engage a lots of visitors/customers.
YouTube strategy!
• You-‐tube channel with mul@ple play-‐lists for all categories, so that visitors will have a clear message of services offered by the brand.
• Tags and descrip@ons 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 crea@ng an impact.
Keyword research
On Page SEO Off Page SEO
Create Presenta@ons 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 !
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 !
.
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)!
