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Insta-gratification - how to engage customers in fragmented world v2

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Slides by Freddy Chanut for Travel Trends

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Insta-gratification - how to engage customers in fragmented world v2

  1. 1. INSTA - GRATIFICATION HOW TO ENGAGE USERS IN A FRAGMENTED MEDIA LANDSCAPE
  2. 2. ABOUT FREDDY MD @ In Marketing We Trust Geek hidden in a suit Digital Native & Gen Y Worked at Amex Travel & Or Charity rally driver
  3. 3. TODAYS MEDIA LANDSCAPE IS ACCELERATING AT AN UNPRECEDENTED RATE Source
  4. 4. MEDIA CONSUMPTION/WK ~13HRS PER DAY!!!
  5. 5. AN INCREASINGLY COMPLEX LANDSCAPE 5 Source
  6. 6. AND SOCIAL MEDIA ADDS A LAYER OF COMPLEXITY
  7. 7. WITH INFINITE # OF CHANNELS VS FINITE ATTENTION Source. Volume of channel is an estimate
  8. 8. ATTENTION SPAN PER CHANNEL LEADING TO 0
  9. 9. 2 TYPICAL OUTCOMES FOR MARKETERS Snackable content • <1 min. consumption • Low brain power • Platform matters Fragmented Audience • Seeks authenticity & engagement • Highly targeted messaging • User group/tribe matters AMA (ask me anything) #selfie
  10. 10. SO WHY IS 1 APP TAKING THE TRAVEL MARKETING WORLD BY STORM?
  11. 11. FROM AGE GROUP POV SAME AS TWITTER & TUMBLR
  12. 12. OR IS IT BECAUSE OF ITS LARGE USER BASE?
  13. 13. IS IT BECAUSE OF ITS VISUALS OR BECAUSE IT FEEDS YOUR NARCISSISM? Report worth reading
  14. 14. BECAUSE IT BRINGS A “REAL” FEEL ABOUT YOUR BRAND? Hilton ‣ User Generated Content adds real, snackable content Source
  15. 15. IS IT BECAUSE IT HAS A BIG INFLUENCER COMMUNITY?
  16. 16. PERHAPS BECAUSE USERS ENGAGE 10X MORE THAN FB
  17. 17. ORGANIC REACH ON FB… SWEET DAYS, WASN’T IT?
  18. 18. WHY YOUR INSTAGRAM WILL NO LONGER PERFORM 1. New feed algo means less visibility 2. Video rising in prominence with Snapchat-esque story 3. Pro Influencers now becoming the standard 4. A clear path for paid with new business & Ad solution
  19. 19. K, SO INSTA IS GOING DOWN, WHAT ABOUT SNAPCHAT? #HuntingMillenials
  20. 20. IS SNAPCHAT LIKELY TO BE THE NEXT BIG THING?
  21. 21. SOCIAL MEDIA ≠ BRANDING ≠ DIRECT RESPONSE ‣ IMHO, Social media as a discipline is closer to CRM (excl. email) than it is to branding or PPC/Direct response Great read from Tourism Australia
  22. 22. FAMOUS LAST WORDS ‣ Follow your users, not the latest buzz ‣ Test engagement instead of snackable content. Focus on relationship ‣ Consider whether you should build or rent visibility on social networks
  23. 23. THANK YOU!

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