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ABTA – NOVEMBER 2019
SOCIAL MEDIA OVERVIEW
• Started Adido in 2003
• Digital marketing speaker and cynic
• The future is fascinating
• I like to swim
@andy_head / @adido
WHO AM I?
OUR AWARDS
INDUSTRY RECOGNITION
AGENCY WEBSITE OF THE YEAR
WINNER
BEST USE OF SEARCH
WHAT IS SOCIAL MEDIA?
“…forms of electronic communication (such as websites for social networking and microblogging)
through which users create online communities to share information, ideas, personal messages,
and other content (such as videos)“
Or
• A place where UGC is the key feature
• Users can create their own profiles
• Users can connect with each other and share content
ACCORDING TO WIKIPEDIA
ACCORDING TO WIKIPEDIA
SOCIAL MEDIA IN 2019
https://ourworldindata.org/rise-of-social-media
https://ourworldindata.org/rise-of-social-media
https://www.socialmediatoday.com/news/how-much-time-do-people-spend-on-social-media-in-2019-infographic/560270/
https://seekingalpha.com/article/4286520-facebook-3-reasons-buy-levels
9%
over 3
years?
https://www.convinceandconvert.com/social-media-research/social-media-usage-statistics/
https://www.convinceandconvert.com/social-media-research/social-media-usage-statistics/
CHINA IS DIFFERENT(?)
https://www.messengerpeople.com/global-messenger-usage-statistics/
WECHAT - CHINA = 1.1 / 1.4 BILLION (80%?)
FB - NON CHINA = 2.4 / 5 BILLION (50%?)
https://www.messengerpeople.com/global-messenger-usage-statistics/
GOOGLE
FACEBOOK
AMAZON
https://www.messengerpeople.com/global-messenger-usage-statistics/
https://www.wsj.com/articles/alibaba-and-tencent-set-fast-pace-in-mobile-payments-race-1506072602
https://www.wired.com/story/age-of-social-credit/?utm_source=pocket&utm_medium=email&utm_campaign=pockethits#
SOCIAL MEDIA CHALLENGES
DON’T HANG AROUND
CONTENT PRODUCTION & PROMOTION IS A REAL CHALLENGE
Social Media Overview | ABTA 2019
Social Media Overview | ABTA 2019
Social Media Overview | ABTA 2019
http://www.sojern.com/ebook/download/Digital_StateoftheIndustry_ebook_Sojern_021019.pdf
http://www.sojern.com/ebook/download/Digital_StateoftheIndustry_ebook_Sojern_021019.pdf
http://www.sojern.com/ebook/download/Digital_StateoftheIndustry_ebook_Sojern_021019.pdf
FACEBOOK IS THE GO TO IN TRAVEL
http://www.sojern.com/ebook/download/Digital_StateoftheIndustry_ebook_Sojern_021019.pdf
DIGITAL MEASUREMENT STILL NOT GREAT
TRAVEL BRANDS USING SOCIAL WELL
• Social media has moved to a more visual medium – travel photos are perfect 
• More and more leisure time – gap years at younger market, retirees who are now mobile savvy
• The ability to photo/video document content is so easy – it’s driven a whole new
• Collecting and building followers can be done for free – great content is key
• Experiences v stuff – ‘my profile is me’ is a large belief among all ages
TRAVEL IS SUITED TO SOCIAL
https://expertvagabond.com/instagram-tourism-impact/
https://www.phocuswire.com/Destination-shift-marketing-Instagram?oly_enc_id=0673B6196445B0U
https://www.insider.com/travel-destinations-instagram-influencers-ruined-2019-7#a-poppynightmare-took-over-the-town-of-lake-elsinore-in-southern-california-2
https://www.stuff.co.nz/travel/news/78274433/instagram-thanked-for-south-island-tourism-boom
Lake Wanaka Tourism tried something new in 2015 -
it attracted "influencers," people with large online followings who set trends
through their social media use.
"We've done everything from Insta-meets, when you get a whole lot of people
coming together to take photos to put on Instagram, to hosting influencers from
around the world," general manager James Helmore said.
"[Influencers] come across as very credible and authentic, as opposed to
looking at an advert you know is being paid for by a company or a region."
THE FUTURE OF SOCIAL?
TIK TOK, TIK TOK?
https://www.businessofapps.com/data/tik-tok-statistics/#2 // https://mediakix.com/blog/what-is-tik-tok/
NEW WAYS OF BOOKING?
https://info.trendwatching.com/travelers-text-their-way-to-local-life
https://www.myswft.com/
NEW WAYS OF BOOKING?
https://www.phocuswire.com/google-price-match-hotel-bookings?oly_enc_id=0673B6196445B0U
BEWARE THE HAND THAT FEEDS
LOSING INFLUENCE?
https://www.rustourismnews.com/2018/11/05/digital-influencers-not-influencing-holiday-choices/
SOCIAL BACKLASH?
https://www.insider.com/travel-destinations-instagram-influencers-ruined-2019-7#a-poppynightmare-took-over-the-town-of-lake-elsinore-in-southern-california-2
TRUST IS KEY FOR THE NEXT DECADE
https://info.trendwatching.com/travelers-text-their-way-to-local-life
#ATTN2018 @ADIDO
https://www.theguardian.com/technology/2018/jun/13/apple-facebook-privacy-data-harvesting-onavo-app-store
“According to the Wall Street Journal, Facebook employees
have put the Onavo data to good use by monitoring the
performance of rival Snapchat, particularly after Facebook’s
Instagram app launched similar features. Onavo’s data also
reportedly helped guide Facebook’s decision to buy
WhatsApp for $19bn in 2014 and to clone the popular group
video chat app Houseparty.”
#ATTN2018 @ADIDO
#ATTN2018 @ADIDO
https://www.mobilemarketer.com/news/facebook-readies-ad-placements-for-whatsapp-stories/555500/
https://a16z.com/2018/12/07/when-advertising-isnt-enough-multimodal-business-models-product-strategy/
NEW REVENUE STREAMS WILL BE NEEDED
SUMMARY
• Facebook and Instagram continue to dominate attention and market share
• More and more time is being spent on social media across the globe and all ages
• Competition is going to increase on FB for attention from the right people in the coming years so expect to pay
more for your ads
• New ad opportunities will be coming down the line to advertise through the FB network
• Not all marketers have their attribution or analytics up to speed – this is a way to get competitive advantage (stay
tuned folks!)
• Trust is going to be an even bigger for consumers in the coming years – how do you make your messaging /
brand / products trustworthy?
SUMMARY

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Social Media Overview | ABTA 2019

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