Dirk SingerTwitter - @dirktherabbit

THE WEB IS GETTING MORE VISUALWhat it means for you and what you should do about it - 1 October 2012 #worldroutes

!ickr.com/photos/horiavarlan

THREE THINGS ABOUT MEhttp://about.me/dirktherabbit

I like stats I’m a Rabbit I take pictures with my phone

WHAT I’M GOING TO TALK ABOUT TODAY

The backstory Which sites should be on your radar?

What should you be doing?

“THE VISUAL WEB” - A SHIFT IN USER BEHAVIOUR

"Blogs were one of the earliest forms of social networking where people were writing 1,000 words. When we moved to status updates on Facebook, our posts became shorter. Then

micro-blogs like Twitter came along and shortened our updates to 140 characters. Now we are even skipping words altogether and moving towards more visual communication

with social-sharing sites like Pinterest."Dr. William J. Ward, Social Media professor at Syracuse

University

eyeem.com/p/1023306

SETTING THE SCENE - ON INSTAGRAM

#airport - 600k+ #airports - 10k+

#airportlife - 3000+#airportfood - 1694

#airportfashion - 1468#airportboredom - 300

#airplane - 436k#airplanes - 37k

#airplanelovers - 17k#airplaneview - 2980

#airplanewindow - 1403

@shafquat

THE MOBILE WEB

Mobile Internet should overtake desktop use by 2014 /

2015 (Microsoft)

Phone calls the 7th most popular activity on smartphones...social media

2nd (02)

THE VISUAL WEB

Already in the US and UK, most phones are

smartphones

In 2008, six megapixels were standard on entry level cameras. Today’s

iPhone has eight

@niki_nicolee

“THE BEST CAMERA IS THE ONE THAT’S WITH YOU”

• Digital camera sales in the UK are down 29% (Mintel)

• Camcorder sales are also down 21%

• Facebook users post 300 million photos a day. The equivalent of a Flickr is added every three weeks

• Posts on Facebook that include an album, picture or video increase engagement by 180%, 120% and 100%

• Forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media (ROI research)

Flickr - b1ur

A VISUAL SOCIAL MEDIA UNIVERSEPhoto-sharing sites

Video sharing sites

Story telling sites and platforms

THREE VISUAL SOCIAL NETWORKS IN THE HEADLINES

Pinterest

Tumblr

Instagram

THE RISE OF INSTAGRAM

July 2011 - 10 million users

March 2012 - 27 million users

Today - 100 million users

@angellistenin @tomcrookes @wowokaditya

THE RISE OF INSTAGRAM

Instagram now has more (US) daily mobile users

than Twitter.

Engagement levels are 51% higher

THE RISE OF PINTEREST

Pinterest - now the 2nd biggest driver of social media tra!c

to sites after Facebook

THE RISE OF TUMBLR

Now the world’s largest blogging platform

THE ALWAYS CONNECTED PASSENGER

They upload photos once they get there

On-board...

At the airport

@toriq_achmad

@_wbz@mkhalifhah

• Passengers are taking pictures of your brand now. That’s only going to increase

• They are using it to document good experiences - and bad

• Travel is inherently visual. Taking photos with your phone is a part of online story-telling

• Online consumer recommendations are the second most trusted source of information (Nielsen). Adding images to that makes those recommendations even more powerful

IN SUMMARY - WHY SHOULD IT MATTER?

A SELECTION THAT SHOULD BE ON YOUR RADAR

INSTAGRAM - ESSENTIAL TO HAVE A PRESENCE

INSTAGRAM’S REACH IS GLOBALIt has relevance wherever you are

#igerslondon - 100k+ images

#igersabudhabi - 5771 images#igersturkey - 100k+ images

EXAMPLE OF AN INSTAGRAM BRAND CAMPAIGN - from #munichairport to....

OTHER INSTAGRAM EXAMPLES

Vueling50 million thanks

Virgin America #myvexperience

bmibaby #myeurope

PINTEREST - CREATE BOARDS AROUND DESTINATIONS / EXPERIENCES

EYEEM - smaller than Instagram but excellent community, content

MOBILE VIDEO APPS - SOCIALCAM AND VIDDY Get people to ‘live blog’ experiences

CINEMAGRAM AND ANIMATED GIFS - gathering a cult following, youth brands on board

TUMBLR AND JUX Accessible, visual scrapbook type content

brideylipscombe.tumblr.comcatturner.org

SURPRISINGLY THERE ARE ALMOST NO INDUSTRY TUMBLRS, BUT PLENTY OF FAN SITES

Tumblr is an opportunity. It is highly visual, lends itself to more informal content that might not appear on your

corporate blog and is a social network in its own right

k-airportfashion.tumblr.com

FOODSPOTTING - create food guides

AND YES - AIRLINES ARE FEATURED ON FOODSPOTTING

FIVE THINGS YOU SHOULD BE DOING

1 - Claim your ids before someone else does

@aero!ot

2 - FIND OUT WHAT PEOPLE ARE POSTING ABOUT YOU

#narita

2 - find ouT WHAT PEOPLE ARE POSTING WHEN WITH YOU

@NKA

3 - DEVELOP A CONTENT PLAN AND BE CONSISTENT - DON’T RUN A PROMOTION AND THEN DROP

THE FEED

@klm

4 - FIND OUT WHO THE INFLUENCERS ARE, AND LOOK FOR WAYS TO ENGAGE

@gatwickairport

5 - MOST IMPORTANTLYLET PASSENGERS TELL YOUR STORY BY TELLING

THEIRS

@easyjet

PS - BUILD INTO CUSTOMER SERVICES!

@hfrederick8 @leannepanner

THANK YOU FOR LISTENING!dirk@therabbitagency.com

!ickr.com/photos/avardwoolaver