The secret to connecting with travellers online

With 49% of Australians accessing social media networks daily and 52% checking the internet more than 5 times a day according to the 2015 Sensis Report, the social media landscape isn’t becoming an intrinsic part of marketing, it’s already there.

Social media has opened up numerous channels where consumers can conduct their own research from the comfort of their very own computer or device. It’s also a platform where they can share their findings and experiences as well.

Social media has a unique power that can connect friends and family members from across the globe, giving users a real-time opportunity to subscribe to someone else’s life experience or journey.

Studies have shown that users are more inclined to make decisions based on the experience of others. Experiences on social media can, by the very construct of the platform, spread like wildfire.

“92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising,” – Nielsen 2012

It’s no wonder that word of mouth marketing (WOMM) is considered the most powerful form of marketing.

Ever see photos of someone on holidays, feel a slight pang of jealously, but continue to have a peek through the other photos anyway? It’s definitely not uncommon.

Holiday destinations and travel tips are amongst the most popular and subscribed to content online. Travellers across the world are actively sharing photos and videos of holidays and travel experiences through popular platforms like Facebook, Instagram and Twitter.

The statistics tell the story; according to Webbed Feet, 76% of social media users post holiday photos to their social networks and 52% of Facebook users say their friend’s photos inspire their own travel plans.

How then, can brands harness the power of social sharing in their own digital marketing?

Although every campaign has a different starting point, a different audience and different purpose, there are still processes that can be put in place to maximise the impact and reach of your social media efforts.

Remember that every plan is built from the same base: identifying the audience and getting to know them.

Here are 5 simple, but important tips to a successful social media campaign:

1. Conduct the market research

Get to know your audience, pay attention to what they are saying, what platform they’re saying it on, and they will tell you what they want.

Interestingly, according to Sprout Social, 52% of travellers were so influenced by social media that they changed their original travel plans!

2. Start storytelling

Share great stories that your audience can relate to and narrate it with a friendly ‘voice’.

Expedia did this particularly well with their ‘find your somewhere’ campaign, which followed several people through their journey of everyday life and seeing their travel dreams becoming a reality.

3. Say it with an image

Photos and videos will communicate more than words alone ever can. It’s science! Visual content is said to transmit 60,000 times faster than text according to Mike Parkinson. The saying that an image says a million words could actually be true.

4. Share real content that can start conversations

Sometimes being too polished can come across fake. Try to connect with your audience with content that they can connect with.

Airbnb did this particularly well with their ‘hollywood & vines’ campaign that collated their audience’s vine videos into a highly artistic and inspiring clip, truly encompassing their mission of celebrating “travel, adventure, and finding your place in the world”.

5. Review and repeat!

Most importantly, being genuine and authentic is the key. Social media can become a very effective platform for marketing and a powerful medium to engage and connect with your target audience.

This article was created by Bam Creative

About Patima

Patima is Studio Manager of Perth based award-winning digital agency, Bam Creative. She has over 10 years experience as a digital strategist and web design professional helping Australian companies build their brands through effective and clever digital solutions. Patima is also a national committee member of the Australian Web Industry Association (AWIA).

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