Digital Technologies Update for Tourism Peebles, 21 st February 2017 - - PowerPoint PPT Presentation

Digital Technologies Update for Tourism

Peebles, 21st February 2017

#ScotSpirit

Stephen Whitelaw

Stephen Whitelaw

• 30+ years experience
• Internet, Web, Digital

www.linkedin.com/in/stephenwhitelaw @Toowist

A new partnership programme to help tourism businesses across Scotland to improve digital skills and capitalise on opportuniAes that new technology offers to the sector. The programme will offer advice, workshops, and insight into how

• thers are adopAng digital pracAces.

Purpose of this Session?

To allow you to ‘cherry pick’ topics you need to learn more about and further convince you that you need to invest in digital.

Agenda

The Technology Space

Let’s go…

The Internet – Network of Networks?

The World Wide Web? www.twiQer.com hQp://twiQer.com

The Internet is growing!

Driving force of technological and social change, memory capacity, sensors and event size of pixels in digital cameras

The Internet is growing!

The Hardware

SoWware and ApplicaXons

Brands Evolving without Brand Names!

So What, we’ll get there?

Tourism

Tourism visitors

They are mobile!

• 68% of Americans own a smartphone
• 76% of Britains own a smartphone
• 33% of mobile travel searchers want to complete

transacAon within the day!

• Tablet users are going more oLen to familiar travel apps

than performing search

• 1 out of every 2 queries in travel results in a purchase

hPp://www.tnooz.com/arAcle/nielsen-study-shows-travel-usage-trends-for-mobile-devices-infographic/

How we access the Internet

On Tuesday (April 21, 2015), Google changed its mobile search algorithm to give priority to websites it considers mobile-friendly.

Social Media

EvoluXon of CommunicaXon - Digital

New Ways to engage, Social Media is ….Social!

• Being good company
• Listening
• Funny
• InformaXve
• Useful
• Learning – Awareness
• It is honest! Open! Real!

It’s not sales, let your BRAND be brave!

An Approach to MarkeXng that works Workshop Alert!

A Social Summary in 2015/16

• Over 65 age group are on the increase but are not
• verly keen on selfies J #DTSSelfie
• Facebook has lost younger users to Snapchat and

Instagram but sAll remains the most popular plaXorm

• Facebook and Pinterest users are mostly 60- 70%

female

• TwiPer is leaning towards a higher male audience
• We are all going mobile

hPp://www.adweek.com/news/adverAsing-branding/new-social-stratosphere-who-using-facebook-twiPer-pinterest-tumblr- and-instagram-2015-and-beyond-1622

Socialnomics

Where’s Social At?

www.periscope.tv

• NEW!!! S3ll Learning….
• App (Apple + Android)
• Personal and/or Business
• Live video streaming
• Owned by TwiQer
• Since 2014
• VIA MOBILE ONLY!

Search Live Broadcasts Broadcast Yourself/Business

Now Moments…

• 13:00 (13:00 local time) Edinburgh, Scotland - Skyscanner UK
• 14:00 (16:00) Athens, Greece - Borders of Adventure
• 15:00 (16:00) Abruzzo, Italy - Italy Travel Lab
• 16:00 (17:00) Plasencia, Spain - Cristina E. Lozano
• 17:00 (17:00) Funchal, Madeira - Budget Traveller
• 18:00 (13:00) Miami, FL, US - Skyscanner USA
• 19:00 (14:00) New York City, US - Joanna Franco (Damon and Jo)
• 20:00 (15:00) Toronto - Solo Traveler
• 21:00 (15:00) Nashville - Damon Dominique (Damon and Jo)
• 22:00 (17:00) New York City, US - Dani Mardayat
• 23:00 (09:00+1) Canberra, Australia - Travel and Beyond
• 00:00 (10:00) Melbourne, Australia - Bitten by the Travel Bug
• 01:00 (13:00) Napier, New Zealand - Blogger at Large
• 02:00 (10:00) Tokyo, Japan - Skyscanner Japan
• 03:00 (10:00) Singapore - Hendric Tay
• 04:00 (08:30) Mumbai, India - Rakhee Ghelani
• 05:00 (12:00) Singapore - Skyscanner Singapore
• 06:00 (13:00 Jakarta, Indonesia - Indri Juwono
• 07:00 (13:00) Bali, Indonesia - A Pilot’s Daughter
• 08:00 (09:00) Paris, France - Skyscanner France
• 09:00 (09:00) Newcastle, UK - Skyscanner UK
• 10:00 (10:00) London, UK - Alicia Explores
• 11:00 (12:00) Ghent, Belgium - The Social Traveler
• 12:00 (14:00) Istanbul, Turkey - @istanbul

#24hPeriscope

It can become part of your marketing mix…

• Plan it first! - Traditions like story boarding…
• Promote it – Twitter, Facebook, Email…
• Participate! Answer Questions, acknowledge the

love! Could you:

• Demo dish of the day or week?
• Behind the scenes…

Brands should be using Periscope to transform online customer service. In the micro-streaming era of social media, it will become that much easier to show versus tell — and that’s the real power behind Periscope. Marketing Daily

Prime, Netflix, Now TV have already disrupted the Television space…what’s next?

The real power behind Periscope

09 June 2015 internetlivestats.com

• App (Apple + Android)
• Personal and Business – different accounts
• Photos + video clips
• Take w/ app or upload
• Edit – extensive ediXng suite
• Share – directly to other SM plaXorms
• Geo-tagged (locaAons)
• UPLOAD VIA MOBILE ONLY!

400 million

monthly acAve users

Thailand

#1 users (17Million)

70%

log in at least

• nce a day

75 million

acAve daily users

15%

• f internet

users

51%

• f users are

male

41%

aged 16-24

43%

• f UK teens use

weekly

257 minutes

avg Ame per month spent on Instagram per user

What’s Happening?

Fastest growing SM plakorm – at present J

70 million photos are uploaded daily 84.4 million comments are posted daily 2.5 billion likes on photos daily Photos generate 36% more likes than videos 83% of posts include #hashtags

• INSTAGRAM IS EXPLODING!
• Shift towards visual content (how we communicate…)
• Easy to create and publish content (but is it good?)
• Do you have a style/brand?
• Source content/What’s in? #Hashtags!
• Advertising now open to All
• Connect with influencers
• Editing tools available

Campaigns?

07 June 2015 internetlivestats.com

Social network and social layer for Google services Personal and Business (Pages) Since 2011

• 28% of Google+ users make at least $60,000 per year
• 1.5 billion photos are uploaded to Google+ every week?
• 300 million monthly acAve “in-stream” users
• 42% are single
• 45% are between the age of 18-24
• Average Ame spent on G+ is 7 minutes

hPps://www.tone.co.uk/infographic-google-plus- user-staAsAcs-2014/

Who are they?

NO ADS

Superb privacy/ security controls

Great mobile experience

+ Points

👎👎👎

Google+ CollecXons

• Hangouts now an App
• Photos now an App
• CollecAons is new
• Focus is collecAons, communiAes and posAng

SNAPCHAT

• App
• Personal
• Video and photos “selfies”
• Short capAons
• Share with individuals/ groups
• Since 2011
• MOBILE ONLY!

100 million

daily acAve users

46%

• f UK teens

(11-16) use Snapchat weekly

20 minutes

Avg Ame 18-29yo users spend on Snapchat daily

400 million

snaps per day

71%

Users under 25

70%

• f users are

females

25%

UK smartphone users that use Snapchat

1 billion

Snapchat stories viewed per day

$15 billion

Reported value of Snapchat

That’s good a thing…Mum’s not there, neither’s my Uncle, my Aunt Boyfriend….

Our aPenAon span is now shorter than that of a goldfish! Snap = max 10sec Stories = available for 24 hours Snapchat captures aPenAon for a few seconds Take and share embarrassing, meaningless photos

Self-destrucXng (unless someone takes a screenshot)

But I don’t get it…

Brands on Snapchat

• They need to Add you as a Friend
• Like old days of Facebook – you have to tell folk you are there
• Be very aware of who your audience are!

One of our targets is the next-generaXon traveler, or younger traveler. We’re partnering with storytellers who produce compelling stories and we’re the hero in the story enabling that story to be told. Snapchat is one of the biggest plakorms young people use.

David Beebe, a spokesperson for MarrioP’s creaAve content markeAng

A brand is only as good as it’s last snap!! Real Xme, Relevant Content!

11th Feb 2016 internetlivestats.com

• Social network
• Personal
• Connecting friends, family, coworkers, people with similar interests
• Since 2004

• Ask QuesAons
• Share Images
• CompeAAon
• Timing
• Post oLen – every day
• Take them on a journey
• Take them on your journey – wisdom of crowds

Facebook Newsfeed Algorithm

Apparently 100.000 individual factors

LIKES + COMMENTS =

MORE FANS SEE YOUR POST IN NEWSFEEDS

Engage Audience!

80% Emotion 20% Reason

👬 👭 👮

Reason leads to conclusions. Emotion leads to action.

Neurologist Donald Calne

!!! GET EMOTIONAL !!! 😎 😙 😋 😝

LOL….OMG!!! Cute….WIN/FAIL

05 June 2015 internetlivestats.com

• Microblogging platform
• Personal/Business
• Create and share ideas and information instantly!
• Since 2007

500 million

Tweets per day

13.1 million

UK users

37.5%

• f UK social

media users on TwiPer

100 million

AcAve daily users

170 mins

Average Ame spent on TwiPer

80%

• f acAve users

are on mobile

34%

log on more than once a day

44%

users that have tweeted but not in past year

Sports

Top live TV topic by UK users

• ChaQy
• Very fast moving
• Breaking News

LISTENING👃

#Trends #Views #Ideas #News #Events Travel Talk on Twitter #TTOT

Twitter for Business

Twitter for Business

#Hashtags

#events #discussions #interests

450 million members

Social Networking Professional Since 2003

get

• Create awareness and improve reputaAon

(aka “personal branding”)

• Thought leadership and influencer markeAng
• Selling and generaAng leads
• Traffic Building
• Listening and gaining insights
• Create, develop and maintain business relaXonships
• Demonstrate your competence and experAse to

establish the trust upon which business relaAonships depend

• Get a new job!

Why people

LinkedIn Groups provide a place for professionals in the same industry

• r with similar interests to share content, find answers, post and view

jobs, make business contacts, and establish themselves as industry experts.

• Join Many
• ParXcipate in Few
• Run One

Has its own SEO #Hashtags Publishing (Posh Blogging) Messaging FuncXonality Always – great head hunXng tool £££

What’s Going on here?

11th Feb 2015 internetlivestats.com

• “Visual bookmarking tool”
• Virtual scrapbook
• Personal or Business
• Since 2010

50billion

Pins created

$58.95

Average sales

• rder value for

visitors referred by Pinterest

75%

Traffic coming through mobile apps

1600x

Half life of pin compared to Facebook post

2million

Pins sent from

• ne user to

another daily

27%

Of users follow a brand

67%

Content pinned business

2million

Unique place boards

44%

Share of total global ecommerce social sharing

Growing

135% Growth outside US 2014

Females

85% of users

USA

60% of users

Millenials

Roughly 30% of users

Pinterest lingo: Pinning (verb) Pinteres3ng & Pintas3c (adjec7ves) Virtual BulleAn Board = Board Posts= Pins Friends = Followers

INSPIRATIONAL

Drea Dream…. ….

Holiday Plans Wedding Plans Save Recipes Find new fashions/styles Taking up new hobbies/ learning new skills

ASPIRATIONAL

What does this mean for Tourism?

What else do we need to consider?

Call centers must interface with online consumer reviews; loyalty programs must link with booking histories; on-property preferences need to be combined with social media chaPer. It’s a giant firehose that first must be segmented and then packaged in a useful way for employees at each stage of the consumer lifecycle.

See more at: hQp://www.tnooz.com/arXcle/big-data-and-the-hospitality-travel-and-tourism-industry/ #sthash.sgZYn6O.dpuf

BIG DATA = MORE PERSONALISED MARKETING

All of this is free!

More than 12 billion signals measured every day

Talking of Influence…

Influence and Persuasive Design

hQp://www.influenceatwork.com/wp-content/uploads/2012/02/E_Brand_principles.pdf

• Dr. Robert Cialdini and 6

principles of persuasion

A poor user experience… have you had one? Workshop Alert!

Content – is it compelling?

• 90% of informaXon transmiQed to the brain is visual, and visuals

are processed 60,000X faster in the brain than text. (Sources: 3M CorporaAon and Zabisco)

• 40% of people will respond beQer to visual informaXon than

plain text. (Source: Zabisco)

• ‘Light and Bright’ Image on Instagram get 24% more likes
• 46.1% of people say a website's design is the number one

criterion for discerning the credibility of the company. (Source: Stanford Persuasive Technology Lab)

• People read 25% slower on-line

Does it ‘Match’?

Workshop Alert!

EmoXonal?

• LOL, OMG, SAD,

Does it ‘Match’?

Workshop Alert!

Make it Easy…

In 2014, VisitScotland consumer site received 5.5m searches for accommodaAon, 3.7m of those were with dates …only lisXngs with availability via booking integraXon are listed in the results. £2.8m in 2014, £2m at July 2015

Where’s this stuff happening?

Workshop Alert!

Digital Strategy Workshops

£25 covers aPendance at 2 half day workshops 8 pracAcal exercises complete a MarkeAng Plan. Book via : www.digitaltourismscotland.com

Costs? £25?

Thank you!

www.linkedin.com/in/stephenwhitelaw @Toowist