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Emerging Social Media

Jennifer Stafford – Social Media Manager, HomeAway

@jennstafford

@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


Social Media Trends

3


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


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


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

6 Sources: 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.


What Users do on Visual Social Networks

7 Sources: Pew Research, Q4 2012; TechCrunch, ComScore, Facebook

@jennstafford @homeaway 8 Source: 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)


HOW DO BRANDS CAPTURE THE CONVERSATION?

9


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


INSPIRE WANDERLUST

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Inspire Wanderlust

Highlight the best

features of a

destination

Don’t have an

original photo?

Repost from others

with a comment

12


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


Inspire Wanderlust

14

Create a travel

postcard series for

by mixing

destination and fan

content into the

theme


Inspire Wanderlust

15

Create a travel

postcard series for

by mixing

destination and fan

content into the

theme


Inspire Wanderlust

16

Create a travel

postcard series for

by mixing

destination and fan

content into the

theme


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


Inspire Wanderlust

18

Focused

Pinterest

boards give

more

opportunities

for a wide

variety of

content

Popular,

tangential

topics can

complement

your brand


GIVE CUSTOMERS A STARRING ROLE

19


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

Request fans

submit content

and publish

Republish

content you find

where fans have

mentioned your

brand



22

Request fans

submit content

and publish

Republish

content you find

where fans have

mentioned your

brand



23

Request fans

submit content

and publish

Republish

content you find

where fans have

mentioned your

brand



24

Request fans

submit content

and publish

Republish

content you find

where fans have

mentioned your

brand



25

Request fans

submit content

and publish

Republish

content you find

where fans have

mentioned your

brand


GIVE BACK TO FANS

26


Give Back to Fans

Promote

marketing

campaigns

Freebies for

fans

Online sale?

Try a QR

code image.

27


Give Back to Fans

Promote

marketing

campaigns

Freebies for

fans

Online sale?

Try a QR

code image.

28


Give Back to Fans

Promote

marketing

campaigns

Freebies for

fans

Online sale?

Try a QR

code image.

29


SHOWCASE YOUR PRODUCT

30


Showcase Your Product

Brand

awareness

Customer

how-to

videos

Testimonials/

Product

Reviews

New Product

Releases

Intro-content

for longer

videos or

marketing

material

31



Brand

awareness

Customer

how-to

videos

Testimonials/

Product

Reviews

New Product

Releases

Intro-content

for longer

videos or

marketing

material

32



Brand

awareness

Customer

how-to

videos

Testimonials/

Product

Reviews

New Product

Releases

Intro-content

for longer

videos or

marketing

material

33



Brand

awareness

Customer

how-to

videos

Testimonials/

Product

Reviews

New Product

Releases

Intro-content

for longer

videos or

marketing

material

34


SHOWCASE YOUR BRAND

35


Showcase Your Brand

People love behind

the scenes views of a

company

Themes:

– Inside look at the

office

– Company events

– Employee

spotlights

– Philanthropy

36


Showcase Your Brand

People love behind


company

Themes:


office

– Company events

– Employee

spotlights

– Philanthropy

37


Showcase Your Brand

People love behind


company

Themes:


office

– Company events

– Employee

spotlights

– Philanthropy

38


Showcase Your Brand

People love behind


company

Themes:


office

– Company events

– Employee

spotlights

– Philanthropy

39


Showcase Your Brand

People love behind


company

Themes:


office

– Company events

– Employee

spotlights

– Philanthropy

40


Showcase Your Brand

People love behind


company

Themes:


office

– Company events

– Employee

spotlights

– Philanthropy

41


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

Get to Grips with Emerging

Social Media

Taylor L. Cole, APR

@TravelwithTLC

2

Agenda

• Evolution

• How we’ve integrated emerging platforms into our current strategy

• Latest visual social media platforms

• Assessment

3

Evolution of Familiar Platforms

4

Integration – Wish I Was Here

Objectives:

Grow followers, boost engagement, promote

hotel partners

Process:

• Share one of 7 beachfront hotel photos

and be entered to win a trip

Tools:

• Dedicated microsite, Facebook Connect

Platforms:

• Facebook, Twitter, LinkedIn, Pinterest,

Google+, Instagram, email, mobile, blog

Engagement:

• #WishIWasHere and #WIWH

5

Wish I Was Here

6

Impressions and Engagement – 1st Week

8

Integration - Bedventure

Objectives:

Gain loyalty program sign-ups,

grow followers, boost

engagement, promote

destinations

Process:

• Sign up for program, take pics,

share, enter to win trip

Tools:

• Dedicated microsite

Platforms:

• Facebook, Twitter, YouTube,

Instagram, Google+, email, blog

Engagement:

• #Bedventure

9

Integration - Bedventure

Results:

• 250+ new members 1st

event, 500 in 2nd

• 1,000+ photos shared via

email and social media

• $1.5 million in publicity

value and 11 million

impressions

• 2,400+ video views in 1st

event, 3,500 in 2nd

10

Other emerging social platforms

(as of a few days ago…)

11

Emerging social network - Vine

Twitter’s mobile app Vine is like

Instagram but with video (6

second loops).

You can share videos in the

app or with other social

networks like Facebook or

Twitter.

How to use it:

1) Create Brand account with

Twitter handle

2) Record video and audio

3) Tag, caption

4) Post

5) Explore

12

Uses for Travel Brands

• Promote upcoming events, product launches, announcements

• Brand engagement

• Capture user generated content

• #Hashtag extensions

13

Emerging social network - DAYS

Wander’s mobile app DAYS

groups any in-app photos into a

"visual diary" (5 a.m. to 5 a.m.).

Features animated gifs. You can

share a "day" via text, email, or

post to other networks.

Nothing is shared instantly.

No editing.

How to use it:

1) Create account with Twitter

handle

2) Record moments (all day)

3) Review drafts

4) Post

5) Find Friends

14

Uses for Travel Brands

• Capture user generated content (site reviews)

• Recap major events or programs (SXSW, rebrand, product launch)

• Brand engagement

• #Hashtag extensions

15

Social Graph fans, unlikes,

friends of fans

followers,

unfollows

followers,

following,

unfollowers

Followers

Posts posts, comments,

paid stories

direct messages,

tweets, retweets,

replies

posts Pins

Impressions impressions, page

views, unique page

views, organic

reach, paid reach,

viral reach, total

reach, photo views,

external refers

accounts

delivered to

(a.k.a. reach),

impressions

(a.k.a.

exposures)*

views, photo

views, video

views

Main feed views

Engagements responses,

comments, clicks,

comment rate,

video views,

interactions, people

talking about this

favorites, clicks,

user replies,

retweets, direct

messages, leads

comments, clicks,

video views

Repins, Pins from

site, Repins from

site, comments,

tags,

Sharing shares, likes,

shares/post,

shares/impression,

likes/post, likes/

impression

retweets,

mentions

+1, shares,

shares/view,

shares/post, +1/

views, +1/posts,

mentions

shares,

likes

Measuring Social

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Is this emerging platform right for your brand?

• How many users are on the network?

• Does your target audience use it?

• What skills/content will you need to play?

• What are your objectives? (SEO, Brand Exposure, Traffic, Engagement)

• How will you measure success?

17

@TravelwithTLC

Thank You

emerging social media - eyefortravel · emerging social media jennifer stafford ... app insider 6...

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