AFTA SOCIAL MEDIA MARKETING & TRAVEL

Transcription

1 AFTA SOCIAL MEDIA MARKETING & TRAVEL 11/03/2014 AGENCY Circul8 Communicate The Trophy Room L1 545 South Dowling St Surry Hills 2010 Sydney, Australia CONTACT Catherine Wagner Veary +61 (02) STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

2 ABOUT CIRCUL8 Our services include: Our services include: Social media strategy Creative Digital Social campaign media strategy strategy, implementation Campaign strategy, & management Ideas implementation generation & " Community management management Ideas generation Social advertising Video content Facebook applications Community management Blogger Social outreach advertising Video Facebook content applications Mobile Blogger applications outreach Games Mobile applications Games STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

3 CLIENTS & BRANDS

4 Growth of social media

5 GROWTH OF SOCIAL MEDIA Source:

6 AUSTRALIANS ON SOCIAL MEDIA 13,000, ,000 2,500,000 12,500,000 1,600,000 4,800,000 Source:

7

8 What is social media s influence on travel?

9 1/5 Companies in the Travel Industry use social media for bookings STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

10 5,200,000 Australian Facebook users 25+ who are interested in Travel STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

11 NUTURING CUSTOMERS

12 CUSTOMER MINDSET Dreaming Planning Travel Advocacy Discover holiday inspiration Looking for more detailed information Arrived. Hoping to capitalise on opportunities Back home. Perfect state to share their experience Advocacy inspires other people to dream.

13 DREAMING

14 52% say that friends photos inspired their next trip STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

15 Tourism Victoria Remote Control Tourist The Brief a) Inspire travel to Melbourne from domestic Australian and New Zealand markets b) Outlining the hundred of small experiences of Melbourne The Idea Four remote controlled tourists were directed around Melbourne, responding to online requests and suggestions while live streaming their journey. Prizes, including trips to Melbourne were offered to consumers who found hidden icons throughout the video content. The Results a) 8,700 tweets b) 103,000 hits to the website (from 158 countries) c) 150,000 YouTube views d) 43 million social media impressions STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

16 PLANNING

17 33% Travellers changed hotels based on what was being said on social media channels STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

18 10% Travellers changed agent/operator based on what was being said on social media channels STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

19 30% Travellers use social media to seek out travel related deals STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

20 Contiki Travel Get on the Bus The Brief a) Create awareness for the brand b) Generate purchase intent c) Get people to organize trips over travel-booking season The Idea Get on the Bus! Fans created a virtual bus tour experience with their friends from eight pre-selected destinations. Buses campaigned for votes on the Contiki Facebook page in order to win their trip (valued at $25k). The Results a) 1,500 virtual buses created b) 116,000 monthly Facebook app users c) 8,000 page likes, garnering 10 million online impressions d) 25% increase in total online brand mentions STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

21 TRAVELLING

22 72% of all social media users access their social media sites daily while they are travelling STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

23 70% Update their Facebook status while on holiday STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

24 The Art Series Hotel Group Steal Banksy The Brief Goal: 1,000 rooms booked over a month a) Create awareness for the hotel b) Drive people to the website c) Get people to book over the quiet Christmas period The Idea Stay the night. Steal the art. If guests could steal an original piece of art by street artist, Banksy, (valued at $15k) without getting caught it was theirs to keep. The Results Goal achieved! a) 3,000 mentions on Twitter reaching 6million people b) 105,000 visits to their website (112% increase) c) 1,500 rooms booked / 300% ROI STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

25 ADVOCACY

26 76% Post holiday photos to a social network STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

27 55% Liked a Facebook page or followed a Twitter account related to a recent holiday

28 CONCLUSION

29 Conclusion Social media is no longer a nice to have. It is a need to have. STRICTLY COMMERCIAL IN CONFIDENCE 2013 Circul8 Communicate Pty Ltd

30 THANK-YOU AGENCY Circul8 Communicate The Trophy Room L1 545 South Dowling St Surry Hills 2010 Sydney, Australia CONTACT Catherine Wagner Veary +61 (02)