TRAVEL & SOCIAL MEDIA
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1 TRAVEL & SOCIAL MEDIA ENVY 2016
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3 TRAVEL & SOCIAL MEDIA TRAVEL & SOCIAL MEDIA ENVY 2016
4 OVERVIEW Travelers online 5 Travel phases Dreaming Research - Trends have changed in the last decade - Users start their journey online in the research and booking phase Sharing Booking - Digital channels must be present in all phases (even dreaming) - Make the initiative to share the experience on their social media profiles Experience - Convert the stranger to become your ambassador TRAVEL & SOCIAL MEDIA
5 Social Media 101 BASICS Content Advertising Communication Analytics ADD-ONS UGC Special Campaigns Video TRAVEL & SOCIAL MEDIA
6 CONTENT TRAVEL & SOCIAL MEDIA ENVY 2016
7 Content DREAMING PLANNING BOOKING EXPERIENCING SHARING The travel phases The content timeline SOURCE OF INSPIRATION BRAND/ DESTINATION OFFER LEAD TO THE BOOKING POINT INFORM & SUGGEST CONNECT OFFLINE & ONLINE TRAVEL & SOCIAL MEDIA
8 Content The standard Breathtaking visuals (photo/video/link) Short and catchy captions Context Adaptto platform CONTENT IS KING! TRAVEL & SOCIAL MEDIA
9 Content Luxury hotel Monte Mulini Fans Leading luxury hotel incroatia High engagement rate 11% Average for hotels is 4-6% Great organic reach on key markets : Germany, Austria, Italy, Slovenia EXAMPLE : HOTEL Doseg prisutan i u : USA, UK, Francuska, Benelux, Skandinavija 9 TRAVEL & SOCIAL MEDIA
10 ADVERTISING TRAVEL & SOCIAL MEDIA ENVY 2016
11 OVERVIEW Advertising Type PAGE LIKES* WEBSITE LEADS DARK POSTS** PROMO BOOSTS Goal Increase community Support sales Target the niche Increase reach and engagement CUSTOM TARGETING : country, language, target group, accommodation type, interests *Facebook & Twitter only **Facebook only TRAVEL & SOCIAL MEDIA
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15 OVERVIEW Communication Develop a communication style in line with your brand/destination 1 hour response time during working hours 3 hour response time off working hours* Use the tools to optimize communication Don t forget about likes and comments! Communication is a 2-way street! TRAVEL & SOCIAL MEDIA
16 ANALYTICS TRAVEL & SOCIAL MEDIA ENVY 2016
17 OVERVIEW Analytics ANALYZE Learn your data TEST Don t be afraid OPTIMIZE Use your data REPEAT Repetition is the mother of learning TRAVEL & SOCIAL MEDIA
18 UGC TRAVEL & SOCIAL MEDIA ENVY 2016
19 OVERVIEW UGC [Lifecycle Marketing = online version of the AIDA proces] ATTRACT, DESIRE, INTEREST, ACTION Visitors Promoters Leads Strangers TRAVEL & SOCIAL MEDIA
20 UGC Rovinj through lens of world travelers Fans Following the campaign Rovinj Tourist Board World photographers and travelers Involved in the project EXAMPLE DESTINATION Reaching markets of interest: Germany, Austria, Italy, Holland, United Kingdom, Belgium Top quality content: Expanding the fan base on all social media Julien Duval - FRA David Nienhaus - GER Crazytravelista - USA Daniel Kordum - RUS Taylor Burk - CAN... TRAVEL & SOCIAL MEDIA
21 UGC Rovinj Tourist Board Reach participants EXAMPLE DESTINATION Collaboration with Maistra Engagement on all the social media channels TRAVEL & SOCIAL MEDIA
22 SPECIAL CAMPAIGNS TRAVEL & SOCIAL MEDIA ENVY 2016
23 Special campaigns Lone Hotel Love Lone 12 posts As part of the campaign 500+ nominations With the #lovelone EXAMPLE : DESTINATION organicreach 0$ advertisement 3.5% engagement rate Average campaigns engagement rate is 1.5% 23 TRAVEL & SOCIAL MEDIA
24 Special campaigns Ultra Europe Snapchat campaign story views Record number in Croatia users Of which from USA signups in 24 hours Through a special microsite EXAMPLE : FESTIVAL snaps uploaded From unique users TRAVEL & SOCIAL MEDIA
25 VIDEO TRAVEL & SOCIAL MEDIA ENVY 2016
26 Digital video Almissa Cruising Video link EXAMPLE TRAVEL BRAND views with no advertising! Featured on travel portals and websites envy TRAVEL BRAND
27 Digital video Maistra Video link EXAMPLE HOTEL A concise and attractive 1 minute video representing the hotel envy HOTEL
28 CONCLUSION TRAVEL & SOCIAL MEDIA ENVY 2016
29 OVERVIEW Summary Be adaptive! Advertise Follow Trends Content is King! Video Know your customer Test it all out! Find your USP! TRAVEL & SOCIAL MEDIA
30 envy Croatia Branimir Karacic Banjavčićeva Zagreb mail me: call me: find me: TRAVEL & SOCIAL MEDIA ENVY 2016 All info and data in this presentation is ownership of Envy d.o.o. and clients and shall not be used without permission of Envy d.o.o.
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