International Social Media: Best Practices
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1 International Social Media: Best Practices
2 Chris Adams Director of Research and Online Marketing Miles
3 SOCIAL MEDIA & UGC BEST PRACTICES social 5
4 With you today Chris Adams Director of Research & Online Marketing GM, South Pacific T: E: #kiwicolorado
5 5 x Action Items 1. The Voices of Visitors 2. Its Not About Us! 3. Integrate Social 4. Influence the Influencers 5. Monitor, Mine, Refine Takeaways & Discussion
6 White papers & research: Full library:
7 Research, Resources & Slide s
8 THE VOICES OF VISITORS
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10 2015 brands Content starts Conversations
11 MAKE CONTENT SHARING EASY CONTENT THAT TRAVELS
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13 Snapchat Geofilters
14 CURATE: IT S NOT ABOUT US
15 CASE STUDY: SOCIAL MEDIA MARKETING #1
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17 INTEGRATE SOCIAL
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21 INFLUENCE THE INFLUENCERS
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23 Case study: SOCIAL MEDIA MARKETING #2
24 Content Marketing
25 Content Marketing
26 Content Marketing
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30 MONITOR MINE REFINE
31 Social Strategy - Monitor & Mine
32 Social Strategy Monitor & Mine
33 Key performance indicators: social
34 Social Strategy Monitor & Mine
35 5 x Action Items 1. The Voices of Visitors 2. Its Not About Us! 3. Integrate Social 4. Influence the Influencers 5. Monitor, Mine, Refine Takeaways & Discussion
36 Research, Resources & Slide s
37 Talia Salem Content and Social Media Manager Brand USA
38 Brand USA Social CRUSA Meeting August 11, 2015
39 Brand USA Social Media Global Footprint Messaging Strategy and Content Calendar Market Customization Amplification How You Can Get Involved
40 Digital Footprint 1 global presence in English 12 country-specific presences In-country community managers Global marketing strategy with in-country customization Frequent evaluation of social platforms
41 Discover America Engagement Facebook Facebook Engagement (Avg Monthly) YouTube China Social 5.0 M Fans 1.5 M Engagements 12.7 M video views 845 K Followers DA Page Views (Avg Monthly) DA Website Visits (Avg Monthly) GoUSA Page Views (Avg Monthly) GoUSA Visits (Avg Monthly) 1.2 M 478K 2.1 M 924 K
42 Messaging Plan Great Outdoors Urban Experiences Culinary Tourism Road Trips Travel Information Seasonal Content Curated Content Support for In-Market and Global Media Partnerships
43 DIGITAL COMMUNICATIONS CALENDAR The Social publishing calendar will have different layers of content across all channels. Brand Always on Promotions & Campaigns Great Outdoors & Urban Excitement Road Trips Culinary Giant-Screen Film From Global Marketing Partnerships In-language & Curated Content Expedia BBC Food Network Expo Milan ESPN To Local All messages are spread cross our websites and social channels
44 Market Customization Not a one-size fits all approach Adjust message and volume on a market by market basis Use analytics and research to inform messaging strategy Test, learn and adjust Curate in-market content Create locally relevant content
45 Global Amplification Getting the word out Strategic use of paid media (traditional and social) Custom targets, testing and cross promotion Like-minded influencers
46 Getting Involved You are the destination experts Your knowledge, our network Inclusion in brand campaigns Creative ask Tag us and use USA hashtags Where are you messaging? Tell us! Visit thebrandusa.com for more information
47 Interactive Trip Planner and Map Geo-located articles and content Instagram integration to pull in curated UGC and partner content DiscoverAmerica.com/roadtrips
48 Road Trips Relay 2016 Longest Road Trip in America 3 rd Year of Road Trips Campaign Visit all 48 contiguous states and many USA attractions Route and activation plan TBC Courtesy of Randy Olson
49 Thank You! Talia Salem Twitter and
50 Jo Thomas Account Director KBC PR & Marketing
51 Social Media Trends & Best Practices in Key International CRUSA Markets
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54 The United Kingdom 35 million Facebook users 81% check Facebook daily / 37% update regularly 32.1 million Youtube users 15 million Twitter users 14 million Instagram users Instagram is massively increasing and growing organically whilst Facebook is declining at the end of 2014 Instagram exceeded 300 million users globally and grew 50% between March 2014 and December 2014 Instagram s growth is two years ahead of Facebook, claimed Facebook s UK and Ireland director Stephen Hatch on 13 July 2015
55 The United Kingdom 60% of Brits access social media through smartphones 25.9 million British users of any age access Facebook through smartphones 12.2 million Brits access Twitter through smartphones
56 The United Kingdom Visual is important Travel tweets that include a photo will receive on average 9 retweets and 3.3 replies as opposed to 5 retweets and 1.7 replies without 150% increase in retweets by including an image Hashtags double engagement rate but only two should be used
57 UK Trends 2015 is the Year of the Wearables Smartwatches will be a new platform to reach consumers Videos lead to 25% more engagement in the UK The average Brit now spends five hours a week watching video content Half of all video content is produced and uploaded only onto Facebook Native advertising has increased dramatically, particularly on Facebook Historically an organic Facebook post would reach 16% of fans in the UK now it is down to 6% so there needs to be an increase in the need for paid social advertising
58 Best times to post (+ 5 hours ET) Facebook: Thursdays and Fridays best days to post (18% + engagement) 1 p.m. to get most shares 3 p.m. to get the most clicks Twitter: For maximum retweets, post at 12 p.m., 5 p.m. and 6 p.m.
59 Increase in SnapChat and WhatsApp users 800 million global WhatsApp users 100 million Snapchat users globally - US users make up 30% 14% of Brits have Snapchat - more than a third are between years old
60 UK Google Plus users Active users + 39% Registered users + 35%
61 Most successful UK CRUSA social media post of FY15
62 Germany WhatsApp has 35 million users 28 million Facebook users Google+ has 9 million users in Germany, but only 3 million are active 4.2 million Instagram users Instagram is much more popular than Pinterest 1 million Twitter users CRUSA Facebook fans are 51% male and 49% female CRUSA Facebook fans ages 30% between Most popular posts are images food, cities and beaches
63 Germany Video works differently YouTube is important to the German market but majority of video views stay on YouTube and not on other forms of social media Videos do not receive as much interaction in Germany users prefer observing German YouTube viewers are generally older at 30 years +
64 Germany Best times to post (+ 6 hours ET) All week at 8 a.m. and 9 p.m. Weekdays 12 p.m. and 4 p.m. Weekends 9-10 a.m. and then 3-5 p.m.
65 France Less time, more relevance 26 million French Facebook users 22 million Youtube users 10 million Google+ users 6.6 million French Twitter users 5 million Instagram users fastest growing social media platform in France Average time spent on social media per day is 1.5 hours (world average is 2 hours)
66 France Best times to post (+ 6 hours ET) Monday through Friday: 12 p.m -2 p.m. and 8 p.m. -10 p.m. Saturday and Sunday: 9 a.m. -11 a.m. and 7 p.m. -10 p.m.
67 Brazil Social media boom market 47% of total population (96 million) have social media accounts 24 million Facebook users 12.4 million Google+ users highest amount of users 10 million Twitter users 9.6 million Instagram users 10% of total population Video is most shared content on social media
68 Brazil Best times to post (+ 1 hours ET) - 12 p.m. and at 9 p.m.
69 Brazil Successful sponsored post Successful organic post
70 China Part of the Chinese identity 34% of urban residents use social media, compared to 28.6% in % of users are highly educated Chinese spend more time on social media than on traditional media, spending on average three hours and five minutes a day on their own social media platforms Part of identity and an outlet to converse
71 WE CHAT WE CHAT WeChat is the most popular social media platform 549 million monthly users WeChat is a private chat and not public users still post statuses/photos 35% of users are female and 65.3% male
72 China Weibo Micro-blogging platform character limit Weibo sets very strict controls over links included in posts Weibo is considered indispensable in China and travel topics rank top Weibo has 167 million unique monthly users 30% increase from % users are male and 39.1% users are female (mostly born in 80s and 90s)
73 China Travel, food, entertainment and fashion are the most popular topics
74 Trends summary Facebook is declining and Instagram is massively increasing in all three European markets Increase in WhatsApp and SnapChat users in most markets and WeChat is very important in China Online videos are huge in all markets Smartphones and tablets ownership is increasing in all markets Wearables and Smartwatches will become more important in all markets and also offer new possibilities for advertising
75 Markets Summary All markets are sophisticated but work with social media very differently Brits very visual Germans need video content suitable for Facebook Look for strong links for French posts and in French if possible Potential social media reach in Brazil is huge across all platforms Send identity-provoking images for China suitable for use in chats
76 How to work with CRUSA? Images and video are key for most markets please keep sending them through to all international CRUSA representatives and International Media Managers for Destination DC, Virginia Tourism Corporation and Visit Maryland
77 Thank you Jo Thomas
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