Singapore Tourism Board recently commissioned We Are Social to explore the key social media trends impacting brands in the travel industry. This presentation shares our key findings, including a look at how social media can add value at each stage of an 8-step consumer journey. For more information, visit wearesocial.com
4. @eskimon • #TheSocialTraveller • 4We Are Social
THIS REPORT IN CONTEXT
Singapore 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’s
Digital Marketing Lab a few weeks ago, but STB
have been kind enough to make these findings
publicly available for the world in this document.
5. @eskimon • #TheSocialTraveller • 5We Are Social
CONTENTS
1. THE STATE OF GLOBAL SOCIAL
2. SUCCEEDING IN SOCIAL
3. OUR RESEARCH FINDINGS
4. SOCIAL & THE ‘TRAVEL CYCLE’
5. KEY TIPS FOR SUCCESS
7. @wearesocialsg • 7
GLOBAL DIGITAL SNAPSHOT
INTERNET
USERS
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 GLOBAL
POPULATION, INCLUDING CHILDREN
FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS
BILLION BILLION BILLION BILLION BILLION
A SNAPSHOTOF THE WORLD’SKEY 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
APR
2016
URBANISATION: 54%
3.419
PENETRATION: 46%
2.430
PENETRATION: 33%
4.730
PENETRATION: 64%
2.124
PENETRATION: 29%
9. @wearesocialsg • 9
TIME SPENT ON SOCIAL MEDIA
JAN
2016
• 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 MEDIAUSERS SPEND USING SOCIAL MEDIAEACHDAY
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
PHILIPPINES
BRAZIL
MEXICO
ARGENTINA
UAE
MALAYSIA
SAUDIARABIA
THAILAND
INDONESIA
SOUTHAFRICA
TURKEY
VIETNAM
INDIA
ITALY
RUSSIA
USA
SINGAPORE
SPAIN
HONGKONG
UK
CHINA
CANADA
POLAND
FRANCE
AUSTRALIA
GERMANY
SOUTHKOREA
JAPAN
10. @wearesocialsg • 10
JAN
2016 FACEBOOK USE BY DEVICE
BASED ON THE GLOBAL NUMBER OF ACTIVE USER ACCOUNTS ACCESSING FACEBOOK VIAEACH 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 221M
50% 83% 2% 15%
11. @wearesocialsg • 11
ACTIVE USERS BY SOCIAL PLATFORM
APR
2016
• 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 BYPLATFORM,INMILLIONS
1,590
1,000
900
853
697
640
555
400
320
300
300
249
222
215
200
122
100
100
100
100
100
FACEBOOK
WHATSAPP
FB MESSENGER
QQ
WECHAT
QZONE
TUMBLR
INSTAGRAM
TWITTER
SKYPE
BAIDU TIEBA
VIBER
SINA WEIBO
LINE
SNAPCHAT
YY
VKONTAKTE
PINTEREST
BBM
LINKEDIN
TELEGRAM
12. @eskimon • #TheSocialTraveller • 12We Are Social
BUT NUMBERS DON’T MEAN ANYTHING ON
THEIR OWN; WHAT DOES THIS DATA TELL US?
25. @eskimon • #TheSocialTraveller • 25We Are Social
THE INSPIRATION OF CONVERSATION
As we move into the chat-app era, success
in social media now relies on inspiring the
new WOM: ‘word of mobile’. Succeeding in
this world won’t depend so much on the
stories we post; it will depend on how well
we inspire other people to tell our stories
for us, using everything at our disposal:
our products, our services, our attractions,
and every single part of our marketing mix.
26. @eskimon • #TheSocialTraveller • 26We Are Social
HOW CAN WE ACTIVELY
ENGAGE TRAVELLERS?
HOW WILL WE POPULATE
OUR CONTENT CALENDAR?
NOT
73. @eskimon • #TheSocialTraveller • 73We Are Social
HOW CAN WE HELP REMOVE SOME OF THAT
STRESS? (THEY ARE ON HOLIDAY, AFTER ALL)
74. @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-SITE
PHOTOGRAPHER
LOCATION
DIRECTIONS
THINK ABOUT PROVIDING
VISITORS WITH PROPS OR
OTHER THINGS THEY CAN
USE IN THEIR PHOTOS TO
ADD FLAVOUR OR DRAMA
PHOTO
PROPS
79. @eskimon • #TheSocialTraveller • 79We Are Social
A DESIRE TO SHOW I’M THERE, BUT WITHOUT
BEING TOO NARCISSISTIC OR EGOTISTIC
80. @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
CELEBRATE
THEM
DON’T CHARGE PEOPLE
FOR PHYSICAL PHOTOS;
OFFER THEM INCENTIVES
TO TAG THEMSELVES IN
YOUR SOCIAL PHOTOS
‘RIDE’
PHOTOS
81. @eskimon • #TheSocialTraveller • 81We Are Social
#2: …BUT THAT OTHER SOCIAL CLICHÉ –
‘PHOTOS OF MY LUNCH’ – IS HERE TO STAY
83. @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
FREQUENT
CONTENT
INSPIRES EASY
CONVERSATION
CRITIQUING THE FOOD
WE EAT IS A SIMPLE
WAY TO INDULGE IN
SELF-EXPRESSION
BEING A
CRITIC
SATISFIES OUR SLIGHTLY
SELFISH NEED TO SHOW
THAT WE’RE ENJOYING
SOMETHING ‘SPECIAL’
SHOWING
OFF
85. @eskimon • #TheSocialTraveller • 85We Are Social
FOOD IS A HUGE PART OF MOST CULTURES,
AND IT’S A BIG TRAVEL MOTIVATOR TOO
86. @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
TREATS
FOR TAGS
PHOTO
‘BOOTHS’
OFFER PEOPLE A FEW
HASHTAG SUGGESTION IN
YOUR VENUE – ON MENUS,
DRINKS MATS, OR EVEN
FIXTURES ON TABLES
HASHTAG
HELPERS
95. @eskimon • #TheSocialTraveller • 96We Are Social
COULD WE OFFER VISITORS A CHANCE TO
INTERACT WITH LOCALS VIA SOCIAL MEDIA?
96. @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
FOOD
TIPS
CULTURAL
INSIGHTS
TIPS ON THE BEST
THINGS TO DO IN YOUR
LOCATION, BASED ON
SPECIAL EVENTS, THE
WEATHER, ETC.
IDEAS TO
DO TODAY
WHERE TO FIND THE
BEST DEALS OR LOCAL
CURIOSITIES FOR ALL
KINDS OF PRODUCTS
IN YOUR LOCATION
SHOPPING
POINTERS
97. @eskimon • #TheSocialTraveller • 98We Are Social
THIS COULD ALSO ADD VALUE AS EARLY AS
THE PLANNING STAGE OF THE TRAVEL CYCLE
99. @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
101. @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. BOOKING
WISH-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
108. @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’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
109. @eskimon • #TheSocialTraveller • 110We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG