social media habits of travel and tourism report by Webenza

1. Social Media and Travel
& Tourism !

2. 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%UniqueVisitors (in millions)
15+ Age, Home and Work users
India
62.6
44.5
• 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
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. 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
.
.
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
ma8er

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
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!

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
ques@ons
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+
Age
breakup

22. !
!
!
!
!
!
!
!
!
Understand
what
Mo@vates
people
to
act
in
the
way
that
they
do

23. !
!
!
!
!
!
!
!
!
Understand
Behavior
not
Technology

24. Understanding user!
Behavior !

25. Social
Media
Analy@cal
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
&
Par@cipa@on

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
conversa@ons
around
certain
keywords
Listen
to
the
conversa@ons
Enter
into
Dialogue
Influence
the
influencers
Manage
your
Reputa@on
Compe@@ve
Edge
1
2
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

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
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."
Consumers
Demand
Brand
Interac@on
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
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.

34. 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.

35. 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.

36. 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 !

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)!