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BLOOM Social Media for Travel

Date post:27-Aug-2014
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A four-step guide to social media for travel companies
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  • Social Media for Travel Afour-stepguide
  • www.bloomworldwide.com Keytakeouts ! The way consumers buy travel has changed for good. Travel brands need to respond by changing the way they market and engage with consumers. ! Traditional marketing practices will yield limited results in this new world. To beat the competition you need to embrace inuence & advocacy programmes and content marketing. ! Social media can deliver sales and reach new previously untapped audiences if done right.
  • www.bloomworldwide.com Contents ! Step 1: INSIGHT 10 useful social media statistics for travel companies ! Step 2: PLANNING 5 ways social media inuences purchase decisions for travel products ! Step 3: ENGAGEMENT 5 innovative examples of travel companies using social media ! Step 4: EVALUATION The 5 best metrics for travel companies to use to understand the ROI of social media
  • www.bloomworldwide.com Step 1: INSIGHT 10 useful social media statistics for travel companies
  • www.bloomworldwide.com Jetbluehasthebiggestaccount, withover2.1Mfollowers AmericanAirlineshasthebiggest Kloutscore(95)andisthemost active435,000tweets KLMisthemostlikedon Facebookwithalmost4Mlikes Thereareover200 airlinesactiveon Twitter. Source: ski,.com
  • www.bloomworldwide.com WynnLasVegashasthebiggest twitteraccount,withahalf-million followers TheCosmopolitanismostactive withover36Ktweets HotelUrbanoinMiamihasmore than7.6MlikesonFacebook MGMGrandHotelhasthebiggest Kloutscore-87 Most active hotels in social media Source: ski,.com
  • www.bloomworldwide.com Airlines in social media by numbers Source: mediamosaic.com
  • www.bloomworldwide.com Hotels in social media by numbers Source: mediamosaic.com
  • www.bloomworldwide.com Hotelsinsocialmediabynumbers Source: mediamosaic.com Cruisers in social media by numbers
  • www.bloomworldwide.com 65% of leisure travellers begin researching online before they have decided where or how to travel Source: Google/ Ipsos MediaCT
  • www.bloomworldwide.com 92% of UK travellers say reviews are inuential when choosing where to book Source: TripAdvisor Insights 2014
  • www.bloomworldwide.com Comparedtototaltravellers, Hotelbuyersare2xmorelikelyto searchfortravelimagesinthe weekbeforepurchase Imagesearchersare62%more likelytovisitDestinationsites, 93%morelikelytosearchfor travelinformation Source: TripAdvisor Insights 2013
  • www.bloomworldwide.com 44% of travellers use their smartphone to research travel while theyre travelling Source: Jwire Report
  • www.bloomworldwide.com 72% of travellers say the ability to book via mobile devices is useful 25% of travel businesses are engaging with their guests via mobile devices Source: TripAdvisor Insights 2013
  • www.bloomworldwide.com ! Trail-blazingtravelcompaniesareleveragingsocial mediaatscaletomeetsalesandmarketing objectives. ! Thisisntjustaboutsoftobjectiveslikereachand wordofmouth.Socialmediacandeliveronhard objectiveslikesalesandrevenuewhichiswhytravel companiesareinvestingheavily. Scale social media to deliver revenue
  • www.bloomworldwide.com ! Itisntjustaboutsocialmediaanymore.Travel companiesshouldbeembeddingandusingsocial technologyinalltheirdigitalspacestoengageand targetcustomersincludingratingandreviewing technology. Social is everywhere
  • www.bloomworldwide.com ! Travelcompaniesshouldbeusingimage-related socialmediaasakeystrategictoolforengaginglikely buyers. ! Pinterestandinstagramshouldnowformacorepart ofyoursocialmediaactivationplan. Use Pinterest & Instagram
  • www.bloomworldwide.com ! Mobile,andinparticularsocialmobile,shouldbea majorfocus. ! Ifyourenotusingsocialmobileaspartofyourdigital strategy,youwillbemissingoutonsales. If youre not mobile enabled you will miss out on sales
  • www.bloomworldwide.com Step 2: PLANNING 5 ways social media inuences purchase decisions for travel products
  • www.bloomworldwide.com Theconsumerdecisionjourney haschanged Socialmediahas transformedthewaywe purchasetravelproducts. Ourpurchasinghabitscan nolongerbedepictedasa funnel.Insteaditisa dynamicjourneywhereour reallifeexperiences,when sharedonline,signicantly impactthepurchasinghabits ofothersatEVERYstageof thejourney. Share Evaluate Buy Experience Consider
  • www.bloomworldwide.com Thenewmomentoftruthfor travelbusinesses Peoplearemostlikelytosharetheirexperiences(goodorbad)onsocialmedia whiledirectlyexperiencingtheirpurchasei.e.onholiday. Inturn,thesepublicallysharedexperiencessignicantlyinuencethosewho areatconsideration,evaluationorbuyphases. Shared Experience Consider Evaluate Buy
  • www.bloomworldwide.com Sharinghasthepowertodramatically inuencepurchasedecisions Travellersthemselveshave becomethekeyinuencers inthepurchasedecision cycleassocialtoolshave enabledthemtosharetheir experiencescreativelyat scaletoahighnumberof people.Theevolutionof socialtechnologynow meanssocialiseverywhere withratingsandreviews inltratingalmostevery consumerevaluation process. Shared Experiences Shared Experiences Shared Experiences Consider Evaluate Buy
  • www.bloomworldwide.com Animageisworth1000words Socialtechnologyhasmeantweveallbecomecitizenjournalistsabletotellour storiesandconveyexperiencesinhighlyemotiveways. Imagesareprovingincreasinglyimportantininuencingpeopleatthe considerationandevaluationstages.Image-basedsocialmediashouldnowform akeypartofyourstrategy.
  • www.bloomworldwide.com Mobile is critical Mobileisnowakeytouchpointforpeopleattheevaluationandsharingstage. Theyusemobiletoexploreandsearchforproductsonthego. Theythenuse mobileastheyareexperiencingtosharethoseexperiencestotheirnetworks whichwillimpacttheevaluators. Consider Evaluate Buy Experience Share
  • www.bloomworldwide.com Step 3: ENGAGEMENT 5 innovative examples of travel companies using social media
  • www.bloomworldwide.com FourSeasons:Pin.Pack.Go. ! September 2013 saw Four Seasons launch a Pinterest based service connecting consumers with local experts from the luxury hotel group. ! To participate, Pinterest users created a Pin. Pack. Go. Board, tagged with the Four Seasons property theyre visiting. ! A local Four Seasons expert will then take a look at their mood board, and create personalised recommendations for their visit, or generate a customised travel itinerary.
  • www.bloomworldwide.com 1888Hotel:Theworldsrst InstagramHotel ! Sydneys 1888 Hotel caters to smartphone photographers via a range of instagram-related facilities. ! The hotel welcomes instagram users with extras including a walking map with recommended photo opportunities; a room designed to help guests take interesting seles; and a reception area that displays images from local social media feeds.
  • www.bloomworldwide.com AmericanAirlines:Customers withKlout ! 2013 saw Klout partner with American Airlines on a scheme allowing the social media rankings analysts users with scores over 55 to access the airlines Admiral Clubs for one day. ! US-based users with a score of less than 55 were entered into a draw to win club access for one year.
  • www.bloomworldwide.com TourismAustralia:User GeneratedContent ! Fans create more than 95% of content on this tourist boards proles. ! By taking advantage of digital medias 24 hour time loop and dedicated interaction with its followers, Tourism Australia has inspired the contribution of more than 1000 photos every day across its social media networks.
  • www.bloomworldwide.com KLM:Socialiseverywhere ! KLM showed their customers their dedication to customer service by producing 1 minute customised videos responding to each individual tweet. ! KLM also ran a campaign that involved monitoring passengers social proles and discovering if there was something that passenger wanted to do or have on a trip, and surprised them with it when they reached their destination.
  • www.bloomworldwide.com
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