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@eskimon • #TheSocialTraveller • 1We Are Social
THE SOCIALTRAVELLER
SIMON KEMP • WE ARE SOCIAL
SOCIAL MEDIA FOR TRAVEL MARKETERS
wearesocial
@eskimon • #TheSocialTraveller • 4We Are Social
THIS REPORT IN CONTEXTSingapore Tourism Board (STB) recently
commissioned We Are Social to research and analyse the latest trends in social media behaviour
around the world, and provide our perspectives on how these developments will impact travel
marketers in the coming months. We presented the findings contained in this presentation at STB’sDigital Marketing Lab a few weeks ago, but STBhave been kind enough to make these findings
publicly available for the world in this document.
@eskimon • #TheSocialTraveller • 5We Are Social
CONTENTS1. THE STATE OF GLOBAL SOCIAL
2. SUCCEEDING IN SOCIAL
3. OUR RESEARCH FINDINGS
4. SOCIAL & THE ‘TRAVEL CYCLE’
5. KEY TIPS FOR SUCCESS
@eskimon • #TheSocialTraveller • 6We Are Social
SOCIAL MEDIA USAGE AROUND THE WORLD IS CHANGING ALL THE TIME
@wearesocialsg • 7
GLOBAL DIGITAL SNAPSHOT
INTERNETUSERS
TOTAL POPULATION
ACTIVE SOCIAL MEDIA USERS
UNIQUE MOBILE USERS
ACTIVE MOBILE SOCIAL USERS
FIGURE REPRESENTS UNIQUE MOBILE PHONE USERS
FIGURE BASED ON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS
FIGURE BASED ON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS
FIGURE REPRESENTS TOTAL GLOBALPOPULATION, INCLUDING CHILDREN
FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS
BILLION BILLION BILLION BILLION BILLION
A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS
• Sources: Population: UN, US Census Bureau; Internet: ITU, InternetWorldStats, CIA, national government ministries and industry associations;• Social & Mobile Social: Facebook, Tencent, VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; Mobile: GSMA Intelligence.
7.416
APR2016
URBANISATION: 54%
3.419
PENETRATION: 46%
2.430
PENETRATION: 33%
4.730
PENETRATION: 64%
2.124
PENETRATION: 29%
@wearesocialsg • 8
NORTHAMERICA
CENTRALAMERICA
SOUTHAMERICA
AFRICA
MIDDLEEAST
WESTEUROPE
EASTEUROPE
EASTASIA
OCEANIA
CENTRALASIA
SOUTHASIA
SOUTHEASTASIA
GLOBALAVERAGE:
SOCIAL MEDIA USEJAN2016
• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data.
31%
59%
50%11%
26%
48%
45%
48%
45%
40%
6%
11%
37%
TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
@wearesocialsg • 9
TIME SPENT ON SOCIAL MEDIAJAN2016
• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64. Averages also factor non-users.
AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY
3.7
3.3 3.2 3.2
3.0 3.0 2.9 2.9 2.9
2.7
2.5
2.3 2.3
2.0
1.9
1.7 1.6 1.6
1.5 1.5 1.5 1.4
1.3 1.3
1.2 1.1 1.1
0.3
PHIL
IPPI
NES
BRAZ
IL
MEX
ICO
ARG
ENTI
NA
UAE
MAL
AYSI
A
SAU
DI A
RABI
A
THAI
LAN
D
IND
ON
ESIA
SOU
TH A
FRIC
A
TURK
EY
VIET
NAM
IND
IA
ITAL
Y
RUSS
IA
USA
SIN
GAP
ORE
SPAI
N
HO
NG
KO
NG UK
CH
INA
CAN
ADA
POLA
ND
FRAN
CE
AUST
RALI
A
GER
MAN
Y
SOU
TH K
ORE
A
JAPA
N
@wearesocialsg • 10
JAN2016 FACEBOOK USE BY DEVICE
BASED ON THE GLOBAL NUMBER OF ACTIVE USER ACCOUNTS ACCESSING FACEBOOK VIA EACH DEVICE, IN MILLIONS
ACTIVE ACCOUNTS ACCESSING VIA DESKTOP OR LAPTOP COMPUTERS
ACTIVE ACCOUNTS ACCESSING VIA SMARTPHONES
ACTIVE ACCOUNTS ACCESSING VIA
FEATURE PHONES
ACTIVE ACCOUNTS ACCESSING VIA
TABLETS
##
PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL:
##
• Sources: extrapolation of Facebook data Q1 2016. Combined share exceeds 100% due to multi-device usage.
748M 1,259M 38M 221M50% 83% 2% 15%
@wearesocialsg • 11
ACTIVE USERS BY SOCIAL PLATFORMAPR2016
• Sources: latest company statements as published in press releases and quarterly results, correct as at 18 April 2016.
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS BY PLATFORM, IN MILLIONS
1,590
1,000
900
853
697
640
555
400
320
300
300
249
222
215
200
122
100
100
100
100
100
FB MESSENGER
QZONE
TUMBLR
SKYPE
BAIDU TIEBA
VIBER
SINA WEIBO
LINE
SNAPCHAT
YY
VKONTAKTE
BBM
TELEGRAM
@eskimon • #TheSocialTraveller • 12We Are Social
BUT NUMBERS DON’T MEAN ANYTHING ON THEIR OWN; WHAT DOES THIS DATA TELL US?
@eskimon • #TheSocialTraveller • 14We Are Social
#1: SOCIAL IS INCREASINGLY THE OPTIMUM WAY TO REACH YOUR AUDIENCE REGULARLY
@eskimon • #TheSocialTraveller • 15We Are Social
OTHER CHANNELS REACH MORE PEOPLE, BUT NOT WITH SUCH EFFICIENT FREQUENCY
@eskimon • #TheSocialTraveller • 16We Are Social
USE SOCIAL TO BUILD RELATIONSHIPS, NOT JUST FOR CONSTANT CONVERSION
@eskimon • #TheSocialTraveller • 17We Are Social
#2: PEOPLE’S HABITS ARE CHANGING, AND THEY’RE MOVING TO NEW PLATFORMS
@eskimon • #TheSocialTraveller • 18We Are Social
A MOBILE MESSENGER WILL OVERTAKE FACEBOOK WITHIN THE NEXT 18 MONTHS
@eskimon • #TheSocialTraveller • 19We Are Social
THIS MEANS PEOPLE’S SOCIAL INTERACTIONS WILL BE MORE PERSONAL & MORE PRIVATE
@eskimon • #TheSocialTraveller • 20We Are Social
#3: WE CANNOT RELY ON JUST ONE SOCIAL CHANNEL FOR SUCCESS
@eskimon • #TheSocialTraveller • 21We Are Social
HOWEVER, THAT DOES NOT MEAN YOU NEED TO SET UP PRESENCES ON EVERY PLATFORM
@eskimon • #TheSocialTraveller • 22We Are Social
SUCCESS TODAY RELIES ON OTHER PEOPLE TELLING OUR STORIES IN SOCIAL FOR US
@eskimon • #TheSocialTraveller • 24We Are Social
WE NEED TO RETHINK OUR APPROACH TO SOCIAL CONTENT AND ENGAGEMENT
@eskimon • #TheSocialTraveller • 25We Are Social
THE INSPIRATION OF CONVERSATIONAs we move into the chat-app era, successin social media now relies on inspiring thenew WOM: ‘word of mobile’. Succeeding inthis world won’t depend so much on thestories we post; it will depend on how wellwe inspire other people to tell our storiesfor us, using everything at our disposal:our products, our services, our attractions,and every single part of our marketing mix.
@eskimon • #TheSocialTraveller • 26We Are Social
HOW CAN WE ACTIVELYENGAGE TRAVELLERS?
HOW WILL WE POPULATEOUR CONTENT CALENDAR?
NOT
@eskimon • #TheSocialTraveller • 27We Are Social
WHAT DOES A TRAVELLER’S DECISION-MAKING PROCESS LOOK LIKE?
@eskimon • #TheSocialTraveller • 28We Are Social
THE EIGHT STAGES OF THE TRAVEL CYCLE
2. TRIGGERING
3. RESEARCHING
4. PLANNING
6. DAY PLANNING
7. ENJOYING
1. DREAMING
8. REMEMBERING
5. BOOKING
@eskimon • #TheSocialTraveller • 30We Are Social
DREAMING IS WHERE THE MAGIC HAPPENS: IT GETS US ON THE CONSIDERATION LIST
@eskimon • #TheSocialTraveller • 31We Are Social
BUT DREAMING IS A VERY PASSIVE STATE –THE INSPIRATION NEEDS TO COME TO US
@eskimon • #TheSocialTraveller • 32We Are Social
IN SOCIAL MEDIA, THAT’S INSPIRED BY WHAT POPS UP IN OUR SOCIAL FEEDS
@eskimon • #TheSocialTraveller • 33We Are Social
PEOPLE POSTED 80 MILLION TWEETS ABOUT HOLIDAYS IN GENERAL IN THE PAST YEAR
@eskimon • #TheSocialTraveller • 35We Are Social
INSTAGRAM IS ALSO HOME TO HUGE NUMBERS OF TRAVEL-RELATED POSTS
@eskimon • #TheSocialTraveller • 39We Are Social
TRIGGERS ARE SUBJECTIVE, BUT DEALS ARE ONE OF THE MOST COMMON CATALYSTS
@eskimon • #TheSocialTraveller • 40We Are Social
INTERESTINGLY, OUR RESEARCH SHOWS FLIGHT DEALS ARE THE BIGGEST DRIVER
@eskimon • #TheSocialTraveller • 41We Are Social
MUCH AS IT’S VERY TACTICAL, SHARING DEALS THROUGH SOCIAL SEEMS TO WORK
@eskimon • #TheSocialTraveller • 42We Are Social
COULD YOU COLLABORATE WITH AIRLINES TO OFFER MORE FLIGHT DEALS?
@eskimon • #TheSocialTraveller • 44We Are Social
OUR QUALITATIVE RESEARCH SUGGESTS PEOPLE DON’T START WITH A DESTINATION
@eskimon • #TheSocialTraveller • 45We Are Social
...THEY DECIDE TO GO ON HOLIDAY, AND THEN EXPLORE POTENTIAL DESTINATIONS
@eskimon • #TheSocialTraveller • 49We Are Social
SUCCESS AT THE RESEARCH STAGE AGAIN DEPENDS ON VISUALLY CAPTIVATING POSTS
@eskimon • #TheSocialTraveller • 52We Are Social
TAKE OUT YOUR PHONE, OPEN INSTAGRAM, GO TO ‘SEARCH’, AND ENTER #INSTATRAVEL
@eskimon • #TheSocialTraveller • 54We Are Social
NOW TRY THE SAME THING AGAIN, BUT FOR YOUR COUNTRY OR CITY’S NAME
@eskimon • #TheSocialTraveller • 55We Are Social
DO YOUR REALLY WANT THAT TO BE PEOPLE’S FIRST IMPRESSION?
@eskimon • #TheSocialTraveller • 56We Are Social
HOW CAN YOU INSPIRE MORE POSTS THAT DRIVE DESIRE TO VISIT YOUR DESTINATION?
@eskimon • #TheSocialTraveller • 58We Are Social
OUR RESEARCH SHOWS PEOPLE RELY ON USER COMMENTS MORE THAN BRAND ONES
@eskimon • #TheSocialTraveller • 60We Are Social
WE CAN OFFER BOOKING OPTIONS DIRECT WITHIN SOCIAL, BUT IT’S NOT TOP PRIORITY
@eskimon • #TheSocialTraveller • 61We Are Social
THERE ARE OTHER WAYS SOCIAL CAN FACILITATE THE BOOKING STAGE, THOUGH
@eskimon • #TheSocialTraveller • 62We Are Social
HAVE YOU EVER TRIED TO COORDINATEBOOKING TRAVEL WITH OTHER PEOPLE?
@eskimon • #TheSocialTraveller • 63We Are Social
THE CRAZY RUSH TRYING TO GET EVERYONE TO PAY AT ONCE, BEFORE A DEAL EXPIRES
@eskimon • #TheSocialTraveller • 64We Are Social
HOW CAN WE USE SOCIAL FUNCTIONALITY TO IMPROVE THAT GROUP EXPERIENCE?
@eskimon • #TheSocialTraveller • 65We Are Social
OFFERING PEOPLE A WAY TO SHARE THEIR NEWLY BOOKED TRIP CAN ALSO WORK
@eskimon • #TheSocialTraveller • 67We Are Social
IF WE WANT TO INSPIRE GREAT ORGANIC CONTENT, WE MUST CHANGE OUR MINDSET
@eskimon • #TheSocialTraveller • 68We Are Social
FOR US, SOCIAL IS ABOUT MARKETING
FOR THEM, SOCIAL IS ABOUT STORIES
BUT
@eskimon • #TheSocialTraveller • 72We Are Social
OUR RESEARCH SUGGESTS PEOPLE FEEL UNDER PRESSURE TO POST ‘PRO’ CONTENT
@eskimon • #TheSocialTraveller • 73We Are Social
HOW CAN WE HELP REMOVE SOME OF THAT STRESS? (THEY ARE ON HOLIDAY, AFTER ALL)
@eskimon • #TheSocialTraveller • 74We Are Social
HELPING PEOPLE GET THE BEST SHOT
HELP VISITORS TO TAKE MORE IMPRESSIVE
PHOTOS IN YOUR VENUE USING THE VISITOR’S
OWN CAMERA OR PHONE
PUT UP SIGNS OR POINTERS TO HELP
PEOPLE LOCATE OPTIMUM PLACES TO TAKE PHOTOS
FOR SOCIAL POSTS
ON-SITEPHOTOGRAPHER
LOCATIONDIRECTIONS
THINK ABOUT PROVIDING VISITORS WITH PROPS OR OTHER THINGS THEY CAN USE IN THEIR PHOTOS TO ADD FLAVOUR OR DRAMA
PHOTOPROPS
@eskimon • #TheSocialTraveller • 76We Are Social
#1: THE SELFIE IS EVOLVING TO A MORE ‘ARTISTIC’ FORM OF SELF-EXPRESSION…
@eskimon • #TheSocialTraveller • 79We Are Social
A DESIRE TO SHOW I’M THERE, BUT WITHOUT BEING TOO NARCISSISTIC OR EGOTISTIC
@eskimon • #TheSocialTraveller • 80We Are Social
SOME MORE INSPIRING TAKES ON SELFIES
PHOTOS WITH THE CHEFS, WITH THE CHARACTERS AT THEME PARKS, WITH THEIR
TOUR GUIDES – IT’S ALWAYS ABOUT PEOPLE
SNAPPING THEM (WITH PERMISSION) AND POSTING TO YOUR SOCIAL CHANNELS MAY INSPIRE THEM TO TAG
THEMSELVES ON YOUR PROFILE
MEET &GREETS
CELEBRATETHEM
DON’T CHARGE PEOPLE FOR PHYSICAL PHOTOS; OFFER THEM INCENTIVES TO TAG THEMSELVES IN YOUR SOCIAL PHOTOS
‘RIDE’PHOTOS
@eskimon • #TheSocialTraveller • 81We Are Social
#2: …BUT THAT OTHER SOCIAL CLICHÉ –‘PHOTOS OF MY LUNCH’ – IS HERE TO STAY
@eskimon • #TheSocialTraveller • 82We Are Social
180,000,000PHOTOS JUST ON INSTAGRAM TAGGED WITH #FOOD
@eskimon • #TheSocialTraveller • 83We Are Social
WHY WE POST PHOTOS OF OUR LUNCH
IF YOU CAN TAKE A GOOD FOOD PHOTO, YOU’VE GOT 3 BITS OF CONTENT EVERY DAY
EVERYONE LOVES TO TALK ABOUT FOOD –IT’S AN EASY WIN FOR
BETTER ENGAGEMENT
FREQUENTCONTENT
INSPIRES EASY CONVERSATION
CRITIQUING THE FOOD WE EAT IS A SIMPLE WAY TO INDULGE IN SELF-EXPRESSION
BEING ACRITIC
SATISFIES OUR SLIGHTLY SELFISH NEED TO SHOW THAT WE’RE ENJOYING SOMETHING ‘SPECIAL’
SHOWINGOFF
@eskimon • #TheSocialTraveller • 84We Are Social
HOWEVER – FROM OUR PERSPECTIVE –THIS IS ACTUALLY A VERY GOOD THING
@eskimon • #TheSocialTraveller • 85We Are Social
FOOD IS A HUGE PART OF MOST CULTURES, AND IT’S A BIG TRAVEL MOTIVATOR TOO
@eskimon • #TheSocialTraveller • 86We Are Social
SHARING LOCAL FOOD CULTURE
OFFER PEOPLE SOMETHING IN RETURN FOR TAGGING
YOUR VENUE IN THEIR #FOOD POSTS (HOW
ABOUT A FREE DESSERT?)
CREATE SPECIAL, PHOTO-FRIENDLY AREAS WITHIN
YOUR VENUE WITH GOOD LIGHTING TO HELP YOUR
MORE ‘PRO’ VISITORS
TREATSFOR TAGS
PHOTO‘BOOTHS’
OFFER PEOPLE A FEW HASHTAG SUGGESTION IN YOUR VENUE – ON MENUS,
DRINKS MATS, OR EVEN FIXTURES ON TABLES
HASHTAGHELPERS
@eskimon • #TheSocialTraveller • 87We Are Social
DON’T FORGET: WE CAN GET HELP FROM LOCALS WITH BETTER #FOOD POSTS TOO
@eskimon • #TheSocialTraveller • 89We Are Social
TODAY’S ANTHROPOLOGICAL ADVENTURERS CRAVE AUTHENTIC LOCAL EXPERIENCES
@eskimon • #TheSocialTraveller • 90We Are Social
THE IDEA OF ‘LIVING LIKE A LOCAL’ HAS ALREADY PROVED A BIG HIT WITH AIRBNB
@eskimon • #TheSocialTraveller • 91We Are Social
BUT THIS CONCEPT IS NOW EXPANDING INTO AREAS BEYOND ACCOMMODATION
@eskimon • #TheSocialTraveller • 94We Are Social
THESE ‘LOCAL EXPERIENCES’ ARE MAJOR DRIVERS FOR SOCIAL CONVERSATION
@eskimon • #TheSocialTraveller • 95We Are Social
HOW CAN WE HELP VISITORS ENJOY MORE ‘TRULY LOCAL’ FOOD EXPERIENCES?
@eskimon • #TheSocialTraveller • 96We Are Social
COULD WE OFFER VISITORS A CHANCE TO INTERACT WITH LOCALS VIA SOCIAL MEDIA?
@eskimon • #TheSocialTraveller • 97We Are Social
SOCIAL TIPS DIRECT FROM LOCALS
TIPS ON THE BEST RESTAURANTS & CAFES, LOCAL DELICACIES, AND QUIRKY LOCAL FOODS VISITORS SHOULD TRY
BUILDING ON AIRBNB’S‘WALKING TOUR’ IDEA
TO OFFER RICH FOOD INSIGHTS INTO
DIFFERENT LOCALITIES
FOODTIPS
CULTURALINSIGHTS
TIPS ON THE BEST THINGS TO DO IN YOUR LOCATION, BASED ON SPECIAL EVENTS, THE
WEATHER, ETC.
IDEAS TODO TODAY
WHERE TO FIND THE BEST DEALS OR LOCAL CURIOSITIES FOR ALL KINDS OF PRODUCTS IN YOUR LOCATION
SHOPPINGPOINTERS
@eskimon • #TheSocialTraveller • 98We Are Social
THIS COULD ALSO ADD VALUE AS EARLY AS THE PLANNING STAGE OF THE TRAVEL CYCLE
@eskimon • #TheSocialTraveller • 100We Are Social
THINGS LIKE #TBT* COULD BE A GOOD WAY TO RE-ENGAGE PREVIOUS VISITORS
• * #TBT – Throw-back Thursday – is a popular hashtag for memories
@eskimon • #TheSocialTraveller • 101We Are Social
THEY’RE ALSO A GREAT WAY TO TRIGGER A NEW ROUND OF DREAMING…
@eskimon • #TheSocialTraveller • 102We Are Social
IDEAS FOR EVERY STAGE
2. TRIGGERING
3. RESEARCHING
4. PLANNING
6. DAY PLANNING
7. ENJOYING
1. DREAMING
8. REMEMBERING
5. BOOKINGWISH-LIST-INSPIRING VISUALS
SPECIAL EVENTS, PRICE DEALS
INSPIRE & EDUCATE
JOIN FORCES WITH PEERS
MAKE GROUP PLANNING EASY
OUTREACH & REAL-TIME SOCIAL
HELP CAPTURE IT FOR THEM
REMINDERS & GREETINGS
@eskimon • #TheSocialTraveller • 104We Are Social
#1: SPEND MORE TIME INSPIRING OTHER PEOPLE’S POSTS THAN CREATING YOUR OWN
@eskimon • #TheSocialTraveller • 105We Are Social
#2: CREATE CONTENT THAT WORKS ACROSS ALL CHANNELS – ESPECIALLY CHAT APPS
@eskimon • #TheSocialTraveller • 106We Are Social
#3: THINK LIKE A TRAVELLER: WHAT DO THEY NEED, AND NOT JUST WHAT YOU NEED
@eskimon • #TheSocialTraveller • 109We Are Social
WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER
OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE.
WE CALL THIS SOCIAL THINKING.
WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOUTOO, CALL US ON +65 6423 1051, OR EMAIL
US AT [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
@eskimon • #TheSocialTraveller • 110We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG