The Social Traveller - We Are Social

we
are
social
THE SOCIAL
TRAVELLER
SOCIAL MEDIA FOR TRAVEL MARKETERS
SIMON KEMP • WE ARE SOCIAL
We Are Social @eskimon • #TheSocialTraveller • 1
SIMON KEMP
@eskimon

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.

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

SOCIAL MEDIA USAGE AROUND THE
WORLD IS CHANGING ALL THE TIME

APR
2016 GLOBAL DIGITAL SNAPSHOT
A SNAPSHOT OF THE WORLD’S KEY DIGITAL STATISTICAL INDICATORS
TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

POPULATION USERS MEDIA USERS MOBILE USERS SOCIAL USERS
7.416 3.419 2.430 4.730 2.124

BILLION BILLION BILLION BILLION BILLION
URBANISATION: 54% PENETRATION: 46% PENETRATION: 33% PENETRATION: 64% PENETRATION: 29%
FIGURE REPRESENTS TOTAL GLOBAL FIGURE INCLUDES ACCESS VIA FIGURE BASED ON ACTIVE USER FIGURE REPRESENTS FIGURE BASED ON ACTIVE USER
POPULATION, INCLUDING CHILDREN FIXED AND MOBILE CONNECTIONS ACCOUNTS, NOT UNIQUE INDIVIDUALS UNIQUE MOBILE PHONE USERS ACCOUNTS, NOT UNIQUE INDIVIDUALS
• 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. @wearesocialsg • 7
JAN
2016 SOCIAL MEDIA USE
TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
NORTH EAST
AMERICA WEST EUROPE
EUROPE 45%
59% 48% CENTRAL
6% ASIA
EAST
48% ASIA
26%
40%
CENTRAL
AMERICA MIDDLE
11%
SOUTHEAST
EAST
SOUTH 37% ASIA
ASIA
11%
50%
GLOBAL
AVERAGE:
AFRICA 45%
31% SOUTH
AMERICA OCEANIA
• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data. @wearesocialsg • 8
PHILIPPINES 3.7
BRAZIL 3.3
MEXICO 3.2
JAN
2016
ARGENTINA 3.2
UAE 3.0
MALAYSIA 3.0
SAUDI ARABIA 2.9
THAILAND 2.9
INDONESIA 2.9
SOUTH AFRICA 2.7
TURKEY 2.5
VIETNAM 2.3
INDIA 2.3
ITALY 2.0
RUSSIA 1.9
USA 1.7
SINGAPORE 1.6
SPAIN 1.6
• Source: GlobalWebIndex, Q4 2015. Based on a survey of internet users aged 16-64. Averages also factor non-users.
HONG KONG 1.5
UK 1.5
CHINA 1.5
CANADA 1.4
POLAND 1.3
AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY
TIME SPENT ON SOCIAL MEDIA
FRANCE 1.3
AUSTRALIA 1.2
GERMANY 1.1
SOUTH KOREA 1.1
JAPAN 0.3
@wearesocialsg • 9
JAN
2016 FACEBOOK USE BY DEVICE
BASED ON THE GLOBAL NUMBER OF ACTIVE USER ACCOUNTS ACCESSING FACEBOOK VIA EACH DEVICE, IN MILLIONS
ACTIVE ACCOUNTS ACTIVE ACCOUNTS ACTIVE ACCOUNTS ACTIVE ACCOUNTS

ACCESSING VIA DESKTOP ACCESSING VIA ACCESSING VIA ACCESSING VIA
OR LAPTOP COMPUTERS SMARTPHONES FEATURE PHONES TABLETS
# # # #
748M 1,259M 38M 221M

PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL: PERCENTAGE OF TOTAL:
50% 83% 2% 15%
• Sources: extrapolation of Facebook data Q1 2016. Combined share exceeds 100% due to multi-device usage. @wearesocialsg • 10
APR
2016 ACTIVE USERS BY SOCIAL PLATFORM
MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS BY PLATFORM, IN MILLIONS
FACEBOOK 1,590
WHATSAPP 1,000
FB MESSENGER 900
QQ 853
WECHAT 697
QZONE 640
TUMBLR 555
INSTAGRAM 400
TWITTER 320
SKYPE 300
BAIDU TIEBA 300
VIBER 249
SINA WEIBO 222
LINE 215
SNAPCHAT 200
YY 122
VKONTAKTE 100
PINTEREST 100 SOCIAL NETWORK
BBM 100 MESSENGER / CHAT APP / VOIP

LINKEDIN 100
TELEGRAM 100
• Sources: latest company statements as published in press releases and quarterly results, correct as at 18 April 2016. @wearesocialsg • 11
BUT NUMBERS DON’T MEAN ANYTHING ON
THEIR OWN; WHAT DOES THIS DATA TELL US?

3 TAKE-AWAYS

#1: SOCIAL IS INCREASINGLY THE OPTIMUM
WAY TO REACH YOUR AUDIENCE REGULARLY

OTHER CHANNELS REACH MORE PEOPLE,
BUT NOT WITH SUCH EFFICIENT FREQUENCY

USE SOCIAL TO BUILD RELATIONSHIPS,
NOT JUST FOR CONSTANT CONVERSION

#2: PEOPLE’S HABITS ARE CHANGING,
AND THEY’RE MOVING TO NEW PLATFORMS

A MOBILE MESSENGER WILL OVERTAKE
FACEBOOK WITHIN THE NEXT 18 MONTHS

THIS MEANS PEOPLE’S SOCIAL INTERACTIONS
WILL BE MORE PERSONAL & MORE PRIVATE

#3: WE CANNOT RELY ON JUST ONE
SOCIAL CHANNEL FOR SUCCESS

HOWEVER, THAT DOES NOT MEAN YOU NEED
TO SET UP PRESENCES ON EVERY PLATFORM

SUCCESS TODAY RELIES ON OTHER PEOPLE
TELLING OUR STORIES IN SOCIAL FOR US

WE NEED TO RETHINK OUR APPROACH
TO SOCIAL CONTENT AND ENGAGEMENT

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.

HOW CAN WE ACTIVELY
ENGAGE TRAVELLERS?
NOT
HOW WILL WE POPULATE

OUR CONTENT CALENDAR?

WHAT DOES A TRAVELLER’S DECISION-
MAKING PROCESS LOOK LIKE?

THE EIGHT STAGES OF THE TRAVEL CYCLE
1. DREAMING 5. BOOKING
2. TRIGGERING 6. DAY PLANNING
3. RESEARCHING 7. ENJOYING
4. PLANNING 8. REMEMBERING

1. DREAMING

DREAMING IS WHERE THE MAGIC HAPPENS:
IT GETS US ON THE CONSIDERATION LIST

BUT DREAMING IS A VERY PASSIVE STATE –
THE INSPIRATION NEEDS TO COME TO US

IN SOCIAL MEDIA, THAT’S INSPIRED BY
WHAT POPS UP IN OUR SOCIAL FEEDS

PEOPLE POSTED 80 MILLION TWEETS ABOUT
HOLIDAYS IN GENERAL IN THE PAST YEAR

INSTAGRAM IS ALSO HOME TO HUGE
NUMBERS OF TRAVEL-RELATED POSTS

78 MILLION #TRAVEL POSTS ON INSTAGRAM

PHOTOS FROM JUST THE PAST 10 MINUTES

2. TRIGGERING

TRIGGERS ARE SUBJECTIVE, BUT DEALS ARE
ONE OF THE MOST COMMON CATALYSTS

INTERESTINGLY, OUR RESEARCH SHOWS
FLIGHT DEALS ARE THE BIGGEST DRIVER

MUCH AS IT’S VERY TACTICAL, SHARING
DEALS THROUGH SOCIAL SEEMS TO WORK

COULD YOU COLLABORATE WITH
AIRLINES TO OFFER MORE FLIGHT DEALS?

RESEARCHING
& PLANNING

OUR QUALITATIVE RESEARCH SUGGESTS
PEOPLE DON’T START WITH A DESTINATION

...THEY DECIDE TO GO ON HOLIDAY, AND
THEN EXPLORE POTENTIAL DESTINATIONS

INSTAGRAM IS A POPULAR START POINT

WOMEN IN THE WEST ALSO LIKE PINTEREST

SUCCESS AT THE RESEARCH STAGE AGAIN
DEPENDS ON VISUALLY CAPTIVATING POSTS

#NSFW
TAKE OUT YOUR PHONE, OPEN INSTAGRAM,
GO TO ‘SEARCH’, AND ENTER #INSTATRAVEL

#NSFW
NOW TRY THE SAME THING AGAIN, BUT
FOR YOUR COUNTRY OR CITY’S NAME

DO YOUR REALLY WANT THAT TO
BE PEOPLE’S FIRST IMPRESSION?

HOW CAN YOU INSPIRE MORE POSTS THAT
DRIVE DESIRE TO VISIT YOUR DESTINATION?

EVEN TRIPADVISOR DEPENDS ON SOCIAL

OUR RESEARCH SHOWS PEOPLE RELY ON
USER COMMENTS MORE THAN BRAND ONES

5. BOOKING

WE CAN OFFER BOOKING OPTIONS DIRECT
WITHIN SOCIAL, BUT IT’S NOT TOP PRIORITY

THERE ARE OTHER WAYS SOCIAL CAN
FACILITATE THE BOOKING STAGE, THOUGH

HAVE YOU EVER TRIED TO COORDINATE
BOOKING TRAVEL WITH OTHER PEOPLE?

THE CRAZY RUSH TRYING TO GET EVERYONE
TO PAY AT ONCE, BEFORE A DEAL EXPIRES

HOW CAN WE USE SOCIAL FUNCTIONALITY
TO IMPROVE THAT GROUP EXPERIENCE?

OFFERING PEOPLE A WAY TO SHARE THEIR
NEWLY BOOKED TRIP CAN ALSO WORK

7. ENJOYMENT

IF WE WANT TO INSPIRE GREAT ORGANIC
CONTENT, WE MUST CHANGE OUR MINDSET

FOR US, SOCIAL IS
ABOUT MARKETING
BUT
FOR THEM, SOCIAL

IS ABOUT STORIES
3 TRENDS IN
TRAVELLERS’
STORYTELLING
#1
THE DESIRE FOR
‘PRO’ CONTENT

OUR RESEARCH SUGGESTS PEOPLE FEEL
UNDER PRESSURE TO POST ‘PRO’ CONTENT

HOW CAN WE HELP REMOVE SOME OF THAT
STRESS? (THEY ARE ON HOLIDAY, AFTER ALL)

HELPING PEOPLE GET THE BEST SHOT
ON-SITE LOCATION PHOTO

PHOTOGRAPHER DIRECTIONS PROPS
HELP VISITORS TO TAKE PUT UP SIGNS OR THINK ABOUT PROVIDING
MORE IMPRESSIVE POINTERS TO HELP VISITORS WITH PROPS OR
PHOTOS IN YOUR VENUE PEOPLE LOCATE OPTIMUM OTHER THINGS THEY CAN
USING THE VISITOR’S PLACES TO TAKE PHOTOS USE IN THEIR PHOTOS TO
OWN CAMERA OR PHONE FOR SOCIAL POSTS ADD FLAVOUR OR DRAMA

#2
SOCIAL CLICHÉS
ARE EVOLVING

#1: THE SELFIE IS EVOLVING TO A MORE
‘ARTISTIC’ FORM OF SELF-EXPRESSION…

A DESIRE TO SHOW I’M THERE, BUT WITHOUT
BEING TOO NARCISSISTIC OR EGOTISTIC

SOME MORE INSPIRING TAKES ON SELFIES
MEET & CELEBRATE ‘RIDE’

GREETS THEM PHOTOS
PHOTOS WITH THE CHEFS, SNAPPING THEM (WITH DON’T CHARGE PEOPLE
WITH THE CHARACTERS AT PERMISSION) AND POSTING FOR PHYSICAL PHOTOS;
THEME PARKS, WITH THEIR TO YOUR SOCIAL CHANNELS OFFER THEM INCENTIVES
TOUR GUIDES – IT’S MAY INSPIRE THEM TO TAG TO TAG THEMSELVES IN
ALWAYS ABOUT PEOPLE THEMSELVES ON YOUR PROFILE YOUR SOCIAL PHOTOS

#2: …BUT THAT OTHER SOCIAL CLICHÉ –
‘PHOTOS OF MY LUNCH’ – IS HERE TO STAY

180,000,000
PHOTOS JUST ON INSTAGRAM TAGGED WITH #FOOD

WHY WE POST PHOTOS OF OUR LUNCH
FREQUENT INSPIRES EASY BEING A SHOWING

CONTENT CONVERSATION CRITIC OFF
IF YOU CAN TAKE A EVERYONE LOVES TO CRITIQUING THE FOOD SATISFIES OUR SLIGHTLY
GOOD FOOD PHOTO, TALK ABOUT FOOD – WE EAT IS A SIMPLE SELFISH NEED TO SHOW
YOU’VE GOT 3 BITS OF IT’S AN EASY WIN FOR WAY TO INDULGE IN THAT WE’RE ENJOYING
CONTENT EVERY DAY BETTER ENGAGEMENT SELF-EXPRESSION SOMETHING ‘SPECIAL’

HOWEVER – FROM OUR PERSPECTIVE –
THIS IS ACTUALLY A VERY GOOD THING

FOOD IS A HUGE PART OF MOST CULTURES,
AND IT’S A BIG TRAVEL MOTIVATOR TOO

SHARING LOCAL FOOD CULTURE
TREATS PHOTO HASHTAG

FOR TAGS ‘BOOTHS’ HELPERS
OFFER PEOPLE SOMETHING CREATE SPECIAL, PHOTO- OFFER PEOPLE A FEW
IN RETURN FOR TAGGING FRIENDLY AREAS WITHIN HASHTAG SUGGESTION IN
YOUR VENUE IN THEIR YOUR VENUE WITH GOOD YOUR VENUE – ON MENUS,
#FOOD POSTS (HOW LIGHTING TO HELP YOUR DRINKS MATS, OR EVEN
ABOUT A FREE DESSERT?) MORE ‘PRO’ VISITORS FIXTURES ON TABLES

DON’T FORGET: WE CAN GET HELP FROM
LOCALS WITH BETTER #FOOD POSTS TOO

#3
PEOPLE WANT TO SHARE
LOCAL EXPERIENCES

TODAY’S ANTHROPOLOGICAL ADVENTURERS
CRAVE AUTHENTIC LOCAL EXPERIENCES

THE IDEA OF ‘LIVING LIKE A LOCAL’ HAS
ALREADY PROVED A BIG HIT WITH AIRBNB

BUT THIS CONCEPT IS NOW EXPANDING
INTO AREAS BEYOND ACCOMMODATION

EATWITH.COM – JOIN LOCALS FOR DINNER

THESE ‘LOCAL EXPERIENCES’ ARE MAJOR
DRIVERS FOR SOCIAL CONVERSATION

HOW CAN WE HELP VISITORS ENJOY
MORE ‘TRULY LOCAL’ FOOD EXPERIENCES?

COULD WE OFFER VISITORS A CHANCE TO
INTERACT WITH LOCALS VIA SOCIAL MEDIA?

SOCIAL TIPS DIRECT FROM LOCALS
FOOD CULTURAL IDEAS TO SHOPPING

TIPS INSIGHTS DO TODAY POINTERS
TIPS ON THE BEST BUILDING ON AIRBNB’S TIPS ON THE BEST WHERE TO FIND THE
RESTAURANTS & CAFES, ‘WALKING TOUR’ IDEA THINGS TO DO IN YOUR BEST DEALS OR LOCAL
LOCAL DELICACIES, AND TO OFFER RICH LOCATION, BASED ON CURIOSITIES FOR ALL
QUIRKY LOCAL FOODS FOOD INSIGHTS INTO SPECIAL EVENTS, THE KINDS OF PRODUCTS
VISITORS SHOULD TRY DIFFERENT LOCALITIES WEATHER, ETC. IN YOUR LOCATION

THIS COULD ALSO ADD VALUE AS EARLY AS
THE PLANNING STAGE OF THE TRAVEL CYCLE

8. REMEMBERING

THINGS LIKE #TBT* COULD BE A GOOD
WAY TO RE-ENGAGE PREVIOUS VISITORS
We Are Social • * #TBT – Throw-back Thursday – is a popular hashtag for memories @eskimon • #TheSocialTraveller • 100
THEY’RE ALSO A GREAT WAY TO
TRIGGER A NEW ROUND OF DREAMING…

IDEAS FOR EVERY STAGE
1. DREAMING 5. BOOKING
WISH-LIST-INSPIRING VISUALS MAKE GROUP PLANNING EASY
2. TRIGGERING 6. DAY PLANNING

SPECIAL EVENTS, PRICE DEALS OUTREACH & REAL-TIME SOCIAL
3. RESEARCHING 7. ENJOYING
INSPIRE & EDUCATE HELP CAPTURE IT FOR THEM
4. PLANNING 8. REMEMBERING
JOIN FORCES WITH PEERS REMINDERS & GREETINGS

3 TIPS
#1: SPEND MORE TIME INSPIRING OTHER
PEOPLE’S POSTS THAN CREATING YOUR OWN

#2: CREATE CONTENT THAT WORKS ACROSS
ALL CHANNELS – ESPECIALLY CHAT APPS

#3: THINK LIKE A TRAVELLER: WHAT DO THEY
NEED, AND NOT JUST WHAT YOU NEED

LET’S CONTINUE THIS CONVERSATION...

JUST SEARCH FOR ESKIMON

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.

WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

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We Are Social @eskimon • #TheSocialTraveller • 2

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TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE

7.416 3.419 2.430 4.730 2.124

SAUDI ARABIA 2.9

SOUTH AFRICA 2.7

SOUTH KOREA 1.1

ACTIVE ACCOUNTS ACTIVE ACCOUNTS ACTIVE ACCOUNTS ACTIVE ACCOUNTS

748M 1,259M 38M 221M

50% 83% 2% 15%

BBM 100 MESSENGER / CHAT APP / VOIP

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HOW WILL WE POPULATE

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2. TRIGGERING 6. DAY PLANNING

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