Download - Emerging Social Media for Travel, Jennifer Stafford - Eye for Travel Online Marketing Summit - June 4-5, 2013

HomeAway Confidential© HomeAway. All rights reserved.

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

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Social Media Trends

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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

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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

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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

6Sources: 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

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

@jennstafford @homeaway 8Source: 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?

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Conversation Starters

1. Be Inspirational

2. Feature Your Customers

3. Give Back to Fans

4. Showcase Your Product

5. Showcase Your Brand

Be Creative!!

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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

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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

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Inspire Wanderlust

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Create a travel postcard series for

by mixing destination and fan

content into the theme


Inspire Wanderlust

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Inspire Wanderlust

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Inspire Wanderlust

Take advantage of timely/seasonal events to create content

Inspirational/destination photos can mix in a marketing message and still see good levels of engagement

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Inspire Wanderlust

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Focused Pinterest boards give more opportunities for a wide variety of content

Popular, tangential topics can complement your brand


GIVE CUSTOMERS A STARRING ROLE

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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

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Request fans submit content and publish

Republish content you find where fans have mentioned your brand



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GIVE BACK TO FANS

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Give Back to Fans

Promote marketing campaigns

Freebies for fans

Online sale? Try a QR code image.

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Give Back to Fans


Freebies for fans


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Give Back to Fans


Freebies for fans


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SHOWCASE YOUR PRODUCT

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Showcase Your Product

Brand awareness

Customer how-to videos

Testimonials/Product Reviews

New Product Releases

Intro-content for longer videos or marketing material

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Brand awareness





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Brand awareness





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Brand awareness





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SHOWCASE YOUR BRAND

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Showcase Your Brand

People love behind the scenes views of a company

Themes:– Inside look at the

office– Company events– Employee

spotlights– Philanthropy

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Showcase Your Brand





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Showcase Your Brand





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Showcase Your Brand





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Showcase Your Brand





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Showcase Your Brand





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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!

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