Social Media and Travel & Tourism

Online Market

growth comparison

India is the fastest growing online market in the last 12 months.

Data source: ComScore

75% of the audience is below the age of 35 years, makes it one of the youngest online population

Females form 39.3% of the total audience Highest growth seen among 15-24 male and female segment

User demographics

Youth driving the growth

..

Unprecedented growth in News, Search and Social Networks(SN), surpassing worldwide averages; it is the main reason why people are

more connected, aware and active

Growth Rate

High growth categories

The Web is being Rebuilt around People

 The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top

three sources of revenues for  cities, states and countries worldwide.

understanding

Tourism IndustryWhy do people travel?

Top spending categories for

travelers

The habits of

travelers

The web was originally built to link static documents together(left) but evolved to incorporate social media(center) and we are now

seeing a web built around people, where their profiles and content are moving with them as they visit different websites(right).

Change in last 10 years

The paradigm shift

Friends recommendation

38%World renowned

Must see destinations

32%

Information on the web

22%

Cheap deals Special offers

15%

If we want to understand what motivates people to act in the way they do, we need to 1st understand that people live in networks.

People’s network influences almost every aspect of their lives. What they do, where they go, what they buy.

User behavior

What drives decisions?

Friends matter

Travel & Tourism industry is heavily dependent on

Word of mouth

Face-to-Face Email Blog Twitter Facebook LinkedIn

You

Your Customers

Their Friends

How word of mouth works on

Social media

Offline conversation is still the dominant form of Social Media

How Brands can utilize Social Media to control WOM

Before ConversationThe ‘Trigger’ or Spark,Source of prior knowledge

During ConversationReference resource, fact

checking, Content to share

After ConversationLearn more, verify, take action, share

more widely

What effect do the internet and internet enabled devices have on Word of Mouth?

Conversations that involve a brand per day

Brand impressions per day

Impressions per word of mouth conversation Marketing content is an important

resource before, during and after brand conversations

94% of WOM brand impressions occur offline

Internet is at par with TV as a top catalyst for WOM conversation

Internet is the #1 resource utilized to take action after conversations

Primary use is to seek additional information

Internet is twice as important as any other media after WOM conversation

Internet is most important source of content before, during and after the conversation

The Internet is where people turn to after conversation for more information

Internet is often a resource after WOM stimulated by TV

Search is utilized more than any other site type

Social Media trending topics majorly effect WOM

What’s in there for

The brands

Fre

qu

en

cy &

typ

e o

f socia

l

Activ

ities

Source: Nielsen

Brands may or may not be present on social media but their customers are

70%

Hear others’ experiences

65%

Learn more about brands

53%

Compliment brands

50%

Express concern/complaints

TH

E G

LO

BA

L S

OC

IAL

CO

NS

UM

ER

Source: Nielsen

Accessibility: How people connect and interact with social media

Likelihood to make a purchase based on Websites, Social Media and Online product reviews

TH

E G

LO

BA

L S

OC

IAL

CO

NS

UM

ER

Source: Nielsen

The ability to send and retrieve

Information from everywhere has

Changed the way we

work and live.Hence Brands need to

Change the way they

Think.

emergence of the new trend: Social CRM C

usto

mer s

erv

ice v

ia s

ocia

l med

ia

Socia

l care

Social care

When customers choose when and where they voice their questions and complaints

When the line between Marketing and Customer service gets blurred

When Brands get ready to react on all the channels

.

.

Frequency of social care use among users

9% Daily

21% Weekly

70% Monthly

On average 47% of social media Users engage in social care

Cu

sto

mer s

erv

ice v

ia s

ocia

l med

ia

Socia

l care

Social care has become an immediate imperative for global brands

Cu

sto

mer s

erv

ice b

y p

hon

e v/s

Socia

l care

1 in 3 users prefer social care to contacting a company by phone

Total

18-24

25-34

35-44

45-54

55-64

65+

Age

brea

kup

Understand what Motivates people to act in the way that they do

Understand Behavior not Technology

Understanding user

Behavior

Social Media Analytical Centre

How can Webenza IncPot help Customer Support Team take control of social media?

We give Meaning to the conversations and Enhancethem With meaningful Insights

We Bridge the GapBetween Brands and Customers.

Through our engagement consolewe let you connect and talk to the Customers thereby improving

Dialogue & Participation

We Measure & Compare the

Performance

Our Account Analytics lets you measure the performance of your Facebook, Twitter profile and Google analytics at one place.It also allows you to compare Your performance against your Competitor.

Discussions

Track conversations around certain keywords

Listen to the conversations

Enter into Dialogue

Influence the influencers Manage your Reputation Competitive Edge

1

2

3

• Track keywords like: Trip Planning, Best place to visit, Vacations, Travel in India, Cheap Flights, Holiday Packages and Hotels etc.

• Identify the people who are talking the most about these keywords.

• Establish direct contact with them • Achieve + WOM

• Track keywords like:your brand name

• Greet, Treat and engage• Damage control • Build precautionary measures• Build affiliate network• Build volunteer network• Crisis Management

• Track competitors’ activities

• People upset with them are your friends

• Control negative WOM coming from the competition

Real Time Tracking strategy: IncPot

*IncPot is Webenza’s Proprietary tool

Identify the research trends and publish reports about hottest destinations/trends etc. Help people in their research and build strong follower base.

Create interesting videos and let people spend time watching them on your channel. Videos create strong brand recall.

Interaction with customers on social channels is important as Happy customers will generate +WOM for your brand on review sites.

Make your brand searchable on all social platforms; enhance discovery through SEO,Make people come to you through their searches and generate leads.

Establish Thought

Leadership

Create brand presence and

awareness

Build Happy customer

communityCreate top of mind recall

Social Media engagement strategy

Engagement Ideas

Share pictures and facts about

travel destinations

Be a travel expert on

Social Media

People like free stuff and discounts

74% said "After interacting with companies or brands via new media, I generally have a more positive impression of the company or brand."

Cons

umer

s D

eman

d Br

and

Inte

racti

on

Exotic Travel Destinations

Can you find out most famous tourist destinations of India?

Pu

zzle

s

Can you identify the place where Ashoka was shot

Coffee + Snow + Shimla = ?

Indirect connect with season and destination is also a good way of

engagement

Bookings using Facebook Apps

Twitter Strategy

• HashTags are Like Twitter SEO

• If you are looking to expand your business and increase your success, relying on the hashtag is a great way of making your Tweet more visible

• Twitter can be used for cross content sharing and promotion. Also for engaging and attracting followers by starting unique #tags (e.g. #mytrip, #exotictrip #tripdeals, #triptips #tipsontravel etc).

• #tags can be used to brand the tweets for categories by including them in conversations (e.g. #beaches, #hillstations etc.)

• Twitter list is great way to creat interest based communities within Twitter.

LinkedIn Strategy

• LinkedIn: A company page for corporate relationship, coordinating employer and company news updates

• LinkedIn Group: for general discussions (e.g. Which is the most memorable trip you’ve gone for) to involve customers

• Professional network can be reached out for excusive offer promotions.

Pinterest strategies

• Pinterest profile with boards for different trip categories and activities.• On Pinterest also #tags can be used and branded as like twitter; • Boards ideas like-Places Must Visit, Best beaches on the earth & Special Trip Offer etc can engage a lots of visitors/customers.

YouTube strategy

• You-tube channel with multiple play-lists for all categories, so that visitors will have a clear message of services offered by the brand.

• Tags and descriptions of videos play a very important role in indexing of the channel on search engines and increase the chances of being found if used properly. • Videos are great ways of building top of mind recall for the brands; especially Travel & Tourism industry can go really experimental with the humor and ways of creating an impact.

Keyword research

On Page SEO Off Page SEO

Create Presentations Create Videos Create Blog Posts

Create content using researched keywords for above mentioned websites. These sites have highest page ranks and thus help your website to show up on 1st page of search engines.

Make your brand Searchable through seo

Having a good social media presence might be inexpensive in monetary terms, but costly in time, so therefore it is best to plan campaigns around a

theme with multiple types of supporting content.

Videos

Infographics

Case Studies

Create Content

.

Social Media Plan

Social Profile Creation•Creating profile in Facebook, twitter, LinkedIn etc.Branding Social Profile•Designing profiles such as Facebook to suit the brand.Building a decent sized community•Increasing the fan or follower base of the profile and attracting more.

Creating Facebook Campaign•Engaging the community through competitions in the online space which creates a viral effect.•Engaging in forums and discussions•Participating in relevant group and building a communityBrand Engagement•Updating and replying on Social Networking SitesCreating articles and posting in online sites•Posting discussions in forums

Research Phase•Understanding the online presence of the industry•Analyzing social media trends of the competitors•Finding the brand influencers•Keyword Research for the Industry

Research Phase

(1 week)

Social Profile Creation Phase

(1 week)

Engagement Phase

(On-Going)

Social Media Conversations

Messages

Queries

Suggestions

Complaints

Webenza IncPot Buzz Filter

Webenza IncPot Dashboard

Responding after approval by the Client

Webenza Team Client

SOCIAL MEDIA

Strategy

Content Writing

Engagement & Community Building

Creatives

SAAS INTEGRATED SUITE

Client

License

Client’s team: Listening, Monitoring,

Analytics & Engagement

MODEL 1 MODEL 2 MODEL 3 MODEL 4

Social Analytics

MODEL 1

MODEL 2

Social Media Channel

ManagementSEO & SEM

Analytics