Image-sharing and online engagementEyefortravel Webinar 10 July 2012
“A picture shows me at a glance what it
takes dozens of pages of a book to
expound”Ivan Turgenev
Leica M8.2 by Photoyong
Some of the places you can find me(and where I work - www.therabbitagency.com)
On Instagram - dirktherabbit
On Twtter - dirktherabbitMy blog -
liesdamnedliesstatistics.com
• The importance of the
“imagesphere” in social media
• The networks to be aware of
• Two examples of what we did
for bmibaby (Instagram), and
bmi (Pinterest)
• What you should do about it
• Some resources to find out
more
What I’m going to talk about
The Camera - Jose Paulo Carvalho Pereira
Images are an increasingly important part of online communications
“Welcome to the
imagesphere”
(Luminate)
“A noticeable trend this year
is beautiful apps or websites.
It's all part of a larger trend
that I'm calling The Visual
Web, meaning that images and
video are becoming an
increasingly important part of
what we consume online.”
(Richard McManus, Read Write
Web)
Especially in travel, photography evokes memories, emotions. It’s a powerful form of story-tellingAnd now, it can be shared with thousands with a single click
#airport - 300k images on Instagram
@diegobeyro
#beach - 471k images
@instafifini
#hotel - 301k images
@gunjon
This is happening - has your business caught up with the trend?
Digital camera sales are down
29% over the past five years
(Mintel) - especially hard hit,
entry level cameras
Instagram is now the
world’s argest (international) mobile social network at 56 million users
A year ago Pinterest
accounted for 0.68% of social
media referrals to e-commerce sites. Now it accounts
for 26%
These should be on your radar
Also
Instagram -
world’s largest
mobile social
network, 56
million users
Flickr - still the
world’s largest
photo sharing
network
Tumblr - the
world’s largest
blogging platform,
high visual +
accessible
Pinterest - the
social media story
of 2012. Pin
images from
anywhere around
the web to boards
Jux - new Tumblr alternative
Socialcam and
Viddy - ‘Instagram of
video’
Streamzoo and
Tadaa- two niche Instagram versions
The bmi Pinterest lottery - how did it work?
1 - We created
destination boards
and numbered
‘pins’
2 - Users re-
pinned up to six
‘numbers’ (pins)
to their own
boards
3 - Every week we
chose a winning
number, which got
free flights
The bmi Pinterest lottery - Outcome
“Considering the novelty of the social network and the fact that
most images are automatically re-shared on the users’ twitter and facebook profiles, the level of
engagement represented by these numbers is considerable, especially
for a niche carrier like BMI.”(Simpliflying)
My Europe - how did it work?
1 - Challenges,
launched by local
influencers,
around bmibaby
destinations
2 - Real world
‘instameets’
where we brought
super-fans from
different countries
together
3 - Visual
inspiration guides
on the bmibaby
site pulling in the
challenge hash-
tags
Outcome
1 - 50,000 unique
pieces of visual
content submitted
2 - Extensive
media coverage,
one of the most
successful
campaigns ever
3 - Award winning,
2x winners, 2x
short listed digital
industry awards
• Register your profiles, think about
what you are going to do with
them
• Carry out an audit to see what
your customers / passengers /
guests are doing online now
• Educate your staff so they
understand the potential benefit
of customer + smartphone camera
• Positively encourage and channel
customers to take and share
images - for example via physical
prompts
So what now?
• @brideyrae’s presentation on My Europe http://www.slideshare.net/therabbitagency/my-europe-an-instagram-campaign-for-bmibaby
• Digital camera sales down 29% http://www.mirror.co.uk/news/uk-news/digital-camera-sales-slump-as-more-944296
• Socialcam and Viddy users - http://www.forbes.com/sites/anthonykosner/2012/06/24/socialcam-vs-viddy-and-the-curious-calculus-of-picking-the-most-popular-app/
• Tumblr to overtake blog as a search term - http://thenextweb.com/media/2012/04/17/whod-have-thought-tumblr-to-soon-overtake-blog-on-google-searches/
• Has Pinterest overtaken Tumblr? http://royal.pingdom.com/2012/06/28/pinterest-overtaken-tumblr-united-states/
• Facebook posts that include an album have 180%+ engagement http://www.adverblog.com/2012/04/28/visual-social-network-infographic/
• Six reasons why images are important - http://www.business2community.com/marketing/6-powerful-reasons-why-you-should-include-images-in-your-marketing-infographic-0185560#
• Pinterest now accounts for 26% of social media e-commerce referrals http://liesdamnedliesstatistics.com/2012/06/facebook-still-dominant-in-numbers-less-so-in-referrals.html
More on those stats (see slideshare.net/therabbitagency later)
Thanks for your time!
Dirk Singer
Twitter / Instagram -
@dirktherabbit
Rabbit -
www.therabbitagency.com
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