Digital Technologies Update for Tourism Peebles, 21 st 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 others 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 • overly 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!
Now Moments… Search Live Broadcasts Broadcast Yourself/Business
�#24hPeriscope� • 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 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 …
The real power behind Periscope 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?
• 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! 09 June 2015 internetlivestats.com
400 million 75 million 15% monthly acAve acAve daily of internet users users users Fastest growing SM 51% 43% 41% plakorm – at of users are of UK teens use aged 16-24 present J male weekly 257 Thailand 70% minutes #1 users log in at least avg Ame per month (17Million) once a day spent on Instagram per user hPp://expandedramblings.com/index.php/important-instagram-stats What’s Happening?
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 (b ut 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?
Social network and social layer for Google services 07 June 2015 Personal and Business (Pages) internetlivestats.com Since 2011
Who are they? • 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/
👎👎👎 NO ADS + Points Superb privacy/ Great mobile security experience controls
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 400 million 71% daily acAve snaps per day Users under 25 users 1 billion 25% 70% Snapchat UK smartphone of users are stories viewed users that use females Snapchat per day 46% 20 minutes $15 billion of UK teens Avg Ame 18-29yo Reported value of (11-16) use users spend on Snapchat Snapchat weekly Snapchat daily hPp://expandedramblings.com/index.php/snapchat-staAsAcs
But I don’t get it… 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)
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!
11 th Feb 2016 • Social network internetlivestats.com • Personal • Connecting friends, family, coworkers, people with similar interests • Since 2004
Engage Audience! 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 MORE FANS SEE LIKES + COMMENTS = YOUR POST IN NEWSFEEDS
!!! GET EMOTIONAL !!! 😎 😙 😋 😝 80% Emotion 👬 👭 👮 20% Reason Reason leads to conclusions. Emotion leads to action. Neurologist Donald Calne LOL….OMG!!! Cute….WIN/FAIL
• Microblogging platform • Personal/Business • Create and share ideas and information instantly! • Since 2007 05 June 2015 internetlivestats.com
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