The Power of Visual Discovery For Travel & Tourism - kurniawan santoso

The Power of Visual Discovery For Travel & Tourism - kurniawan santoso

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  •  KURNIAWAN SANTOSO • IESE, ICE BSD, 9 May 2017 The Power of Visual Discovery For Travel & Tourism
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  Kurniawan Santoso ​ ADVISOR –TRAVEL& ECOMMERCE 2
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  Where is it? @wahnails
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  But, why? @wahnails
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  I want to bethere @wahnails
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  Search is nota natural point of entry on mobile
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  In apps, peopleexpect to discover things just for them The mobile mindset for brands to tap into is DISCOVERY
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  Search I know whatbrand/ category I am looking for Disruption e.g. TV/Pre-roll Brands interrupt content I want to watch Discovery Mobile Feed e.g. Facebook & IG I am open to discover content & messages from friends, family, public figures, publishers & brands
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  ser·en·dip·i·ty /ˌserənˈdipədē/ The occurrence anddevelopment of events by chance in a happy or beneficial way.
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  Travel on Facebook
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  Dreaming Planning BookingSharing
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  Dreaming Indonesian found Information aboutTravel destination on Social Media 69.5% Source: Emarketer
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  Planning of online travelersvisit social networking sites to influence destination selection 40% of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that destination 52% Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth Edition, Skyscanner survey, WTM Industry Report.
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  Hotels are bookedonline 73% Booking billions and % change Digital Travel Sales in Indonesia, 2015-2020 2015 $5.00 2016 $5.97 2017 $7.03 2018 $8.17 2019 $9.33 2020 $10.49 Digital travel sales % change Note: includes leisure and unmanaged business travel sales booked via any device; converted at the exchange rate of US$1=IDR13,395.55 Source: eMarketer, July 2016 211902 www.eMarketer.com 32.5% 19.5% 17.7% 16.2% 14.2% 12.5% Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth Edition, Skyscanner survey, WTM Industry Report.
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  Sharing of stories sharedto users’ Facebook timelines were travel experiences, more than double that of the next category. 42% of travelers update their Facebook status while on holiday 70% Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth Edition, Skyscanner survey, WTM Industry Report.
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  1.  Mobile iswhere your audience is 2.  People consume mobile differently 3.  Find opportunities to deliver brand love
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  Our Facebook community 1.9BILLION people on Facebook each month 1.2 BILLION people on WhatsApp each month 1.2 BILLION people on Messenger each month 700 MILLION people on Instagram each month
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  Our Facebook community
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  21 nomophobia ˌnō-mə-ˈfō-bē-ə: a growingfear in today's world of being without a mobile device, or beyond mobile phone contact.
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  S O AS M A R K E T E R S , ​ How do we connect with Travelers? 22
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  23 The New VISUALLANGUAGE
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  Wow, Liburan diLombok seru banget…
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  Wow, Liburan diLombok seru banget…
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  Wow, Liburan diLombok seru banget…
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  People now expectcommunication that is… Mobile + Visual Language IMMERSIVE EXPRESSIVE INSPIRATIONAL 29
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  30 In our TL;DRworld, visual formats like video make us pause and engage 5x longerlooking at video than static content across Facebook and Instagram. People spend Facebook IQ Source: "Video in Mobile Feed" by Kantar Media (Facebook IQ- commissioned research lab of 114 people ages 18-30 in UAE and UK who watch short form online video (<10 minutes) including ads and non ads at least monthly), July 2016
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  31 To stop thumbs,connect with people when it matters Reach them wherever they are Inspire them in their feed Communicate with them through messaging Connect with them on other apps and sites
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  …With visual, immersive,engaging formats built for mobile 32
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  3333 Case Study: Optimizingfor success ​ 2.8x​ more revenue ​ 2x ​ more purchases ​ 6x​ more flight purchases ​ When comparing conversion optimization to clicks, Tiket.com achieved: ​ 41% ​ more website traffic
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  THREE CREATIVE PRINCIPLES 1ON BRAND CONCEPT DRIVEN WELL CRAFTED 2 3
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  @tomford 1 ON BRAND
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  @virginamerica
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  @expedia
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  2 CONCEPT DRIVEN @bulleitwhiske
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  @klm
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  @bookingcom
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  @airbnb
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  3 WELL CRAFTED
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  ‣  Body LevelOne Body Level Two Body Level Three Body Level Four Body Level Five @herschelsupply
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  @indtravel
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  45! Strong Focal point
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  46! Framing & Balance
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  Source: Indonesia.Travel
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  48! Lighting & Detail
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  49! Composition
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  Dreaming Planning BookingSharing
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  TRAVEL IN TL;DRWORLD = MOBILE + VISUAL
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  Thank you 52