the impact of imagery in social media digital visitor
DESCRIPTION
Imagery is incredibly important in the travel industry and is one of the best ways of driving traffic and audiences from social media channels. So far this year, in social media, there has been a significant shift to focus on imagery across major social media websites including Facebook, Pinterest and Instagram. In this presentation, Digital Visitor’s CEO and Founder, Anthony Rawlins, will explore some of the changes to the most popular social channels and he’ll share some tips and ideas on how you can capitalise on these to maximise your social media presence and capture new audiences. To find out more about how Digital Visitor, call +44(0)1179 055 195, email [email protected] or visit www.digitalvisitor.comTRANSCRIPT
The impact of imagery in social media What does it means for travel marketers?
What we’ll look at
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About us
• Social media agency.
• Specialists in Travel and Tourism.
• Award winning technology & campaigns.
• Writers for Tnooz, Eye For Travel, Travolution and Travel Technology Initiative.
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Some of our clients
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WHY IS IMAGERY DOMINATING SOCIAL MEDIA IN 2012?
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Why imagery?
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• More information - people don’t have time to read a thousand words.
• Inspirational.• Easy to capture, store, share, display,
and reuse.• Travel is special. Unique, experiential.• Perfect for imagery.• I hope to show you some of the many
opportunities through using customer images.
3 reasons for imagery on your social channels
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1. Inspires Bookings
Travel is visual. Skyscanner found that Facebook has a powerful influence over people’s holiday plans with over half of users saying photos on the site inspire them to travel.
3 reasons for imagery on your social channels
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2. Greater Visibility
On Facebook, photos have a higher EdgeRank score than links so posting images means better visibility in your fan’s News Feed.
3 reasons for imagery on your social channels
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3. Increases traffic to your website
• According to research by Eloqua, Pinterest sends more referral traffic than Twitter, despite having a user base that’s only 7% of Twitter.
• We found up to 2.5x your fans return to your website by posting an engaging customer review and image each day.
HOW HAS SOCIAL MEDIA DEVELOPED TO INCLUDE IMAGERY?
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Imagery in social channels
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• New Timeline format - focus on imagery.
• Highlighting feature - small star icon in the corner of each post allows you to expand it (including any images or videos attached) to its full width.
• Pioneers in showing an image with URLs – increase CTRs.
Imagery in social channels
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• Fastest growing social network - 3rd largest behind FB and Twitter.
• Platform based solely on using imagery to create colourful ‘Pinboards’ of your favourite links.
• Pins can be repinned with ease, allowing decent content to spread virally and quickly.
• Very high CTRS from images.
Imagery in social channels
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• One of the fastest-growing social networks ever, launched Oct 2010 and reaching 30m users solely through its iPhone app in less than 18 months.
• Instagram is about showing –for images, not big walls of text.
• Enables variety of different filters over your image, with tools to focus in on a certain part of the picture.
HOW CAN YOU USE IMAGERY IN YOUR OWN SOCIAL MEDIA?
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How can you use imagery?
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Champneys on Facebook
• Image upload competitions.
• Champneys fans were asked to submit a photos of themselves in a face mask.
• Make your photo upload competition simple, unique and fun.
• Reward.
How can you use imagery?
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Cruiseminded on Pinterest
• Sharing content and experiences about cruises.
• Create boards about cruise destinations - focus on attractions and local cuisine delicacies.
• Click on photos takes directly to website.
• Create your own boards and be original.
• Repin others.
• Pin to other boards.
How can you use imagery?
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National Geographic on Instagram
• Competition on Instagram to promote new series – The Untamed Americas.
• Ask fellow travellers and explorers to upload their own photos of what “Untamed Americas” means to them.
• What translates well for your business? New products, events, office fun, customer feedback, user generated content?
HOW CAN YOU USE CUSTOMER IMAGERY ON YOUR OWN WEBSITE?
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Imagery on your own website
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• We have focussed on using imagery on your social media channels.
• More channels = more imagery needed!
• Engage your customers to add their images to your own website.
• Share this content to drive your social media channels.
Imagery on your own website
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• Our experience is in facilitating customers to capture customer imagery on their own websites.
• Sharing reviews with images on Facebook drives 2.5x your fans per month.
• Customers add on average 3 images of their trips per experience.
• Increases browsing time on website by 100%.
• Drives one new organic visitor per month per upload.
4 ways to maximise imagery on your own website
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1. Ask for it
• Emailing customers should give 5-10% response. Incentives can help.
2. Make it simple
• Easy to upload.
3. Easy navigation
• Don’t put it all on one page of your site. Think of where the customer wants to see this.
4. Slick sharing
• Make it really easy for the customer to share to multiple social websites and for viewers to share.
Contact details
Anthony Rawlins
CEO and Founder
01179 055 195
www.digitalvisitor.com
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