From Vine to Pinterest to Instagram there are many ways that travel brands can take advantage of visual social media sites to drive traffic, conversion and engagement. See examples from HomeAway and other brands on how they are using emerging social media channels to connect with their fans and market their products and companies. http://twitter.com/jennstafford http://homeaway.com http://facebook.com/homeaway http://pinterest.com/homeaway http://instagram.com/homeaway

1. HomeAway Confidential© HomeAway. All rights reserved.
Emerging Social Media
Jennifer Stafford – Social Media Manager, HomeAway
@jennstafford

2. @jennstafford @homeaway
HomeAway Social Ecosystem
World’s largest vacation
rental marketplace
15 brands globally
working on social
~100 social media
accounts worldwide
– Reach over 175 million
– ~2 million engagements
with our content per year
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3. @jennstafford @homeaway
Social Media Trends
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4. @jennstafford @homeaway
Trend 1: Visual Social Media
Visual social media is the buzzword and focus for successful
social marketers, but visual media is not a new concept
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52% of travelers use social media for summer vacation inspiration
Source: Google Travel Survey, 2012

5. @jennstafford @homeaway
Trend 2: Micro-Video
Video falls under visual social media, but new mobile micro-
video apps are creating new opportunities for marketers
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38.8 billion videos were viewed in April 2013
Source: Comscore

6. @jennstafford @homeaway
Who Uses Visual Social Networks
Pinterest
– Over 25 million active users
– Avg user has 2757 pins, 35
boards, 355 followers
• 70-75% female
• 31% age 30-64
• 20% college+ education
• 41% $50,000+ income
Instagram
– 100 million active users
• 17% age 30-64
• 12% college+ education
• 24% $50,000+ income
Vine
– Small but growing
– Age range skews to 25-44
– Skews female
– Skews to college educated
6Sources: Pew Research, Q4 2012; TechCrunch, App Insider
YouTube
– 1 billion users
– 4 billion views/day
Flickr
– 87 million users
– 40 million+ photos/month
Many more…
– Viddy (Instagram for Video) –
39 million users
– Vimeo – 14 million users
– SocialCam – 56 million+ users
– Path – 10 million+ users
– Imgur – 50 million+ users
– Etc.

7. @jennstafford @homeaway
What Users do on Visual Social Networks
7Sources: Pew Research, Q4 2012; TechCrunch, ComScore, Facebook

8. @jennstafford @homeaway 8Source: 2012 Google Travel Study,
Watch Travel
Videos:
- 45% leisure
travelers
- 64% business
travelers
Engage with
Travel Videos:
- 41% of leisure
travelers
(watch, upload
or comment)

9. @jennstafford @homeaway
HOW DO BRANDS CAPTURE THE
CONVERSATION?
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10. @jennstafford @homeaway
Conversation Starters
1. Be Inspirational
2. Feature Your Customers
3. Give Back to Fans
4. Showcase Your Product
5. Showcase Your Brand
Be Creative!!
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11. @jennstafford @homeaway
INSPIRE WANDERLUST
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12. @jennstafford @homeaway
Inspire Wanderlust
Highlight the best
features of a
destination
Don’t have an
original photo?
Repost from others
with a comment
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13. @jennstafford @homeaway
Inspire Wanderlust
Lots of similar
content to share?
Quality over quantity
Don’t overwhelm
fans.
– Apps like Pic Stitch
or use Photoshop
to push together
similar content
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14. @jennstafford @homeaway
Inspire Wanderlust
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Create a travel
postcard series for
by mixing
destination and fan
content into the
theme

15. @jennstafford @homeaway
Inspire Wanderlust
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Create a travel
postcard series for
by mixing
destination and fan
content into the
theme

16. @jennstafford @homeaway
Inspire Wanderlust
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Create a travel
postcard series for
by mixing
destination and fan
content into the
theme

17. @jennstafford @homeaway
Inspire Wanderlust
Take advantage of
timely/seasonal events
to create content
Inspirational/destinatio
n photos can mix in a
marketing message
and still see good
levels of engagement
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18. @jennstafford @homeaway
Inspire Wanderlust
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Focused
Pinterest
boards give
more
opportunities
for a wide
variety of
content
Popular, tange
ntial topics can
complement
your brand

19. @jennstafford @homeaway
GIVE CUSTOMERS A
STARRING ROLE
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20. @jennstafford @homeaway
Give Customers a Starring Role
Tiffany & Co.
Continuous hashtag
#truelovepictures promoted to fans
Fans hashtag photos and many are
featured
Apply It:
– Pull content into a page on your site
or a microsite
– Create a hashtag for fans
– Repost best photos on
Instagram, Twitter, Facebook and
Pinterest
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21. @jennstafford @homeaway
Give Customers a Starring Role
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Request fans
submit content
and publish
Republish
content you find
where fans have
mentioned your
brand

22. @jennstafford @homeaway
Give Customers a Starring Role
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Request fans
submit content
and publish
Republish
content you find
where fans have
mentioned your
brand

23. @jennstafford @homeaway
Give Customers a Starring Role
23
Request fans
submit content
and publish
Republish
content you find
where fans have
mentioned your
brand

24. @jennstafford @homeaway
Give Customers a Starring Role
24
Request fans
submit content
and publish
Republish
content you find
where fans have
mentioned your
brand

25. @jennstafford @homeaway
Give Customers a Starring Role
25
Request fans
submit content
and publish
Republish
content you find
where fans have
mentioned your
brand

26. @jennstafford @homeaway
GIVE BACK TO FANS
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27. @jennstafford @homeaway
Give Back to Fans
Promote
marketing
campaigns
Freebies for
fans
Online sale?
Try a QR
code image.
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28. @jennstafford @homeaway
Give Back to Fans
Promote
marketing
campaigns
Freebies for
fans
Online sale?
Try a QR
code image.
28

29. @jennstafford @homeaway
Give Back to Fans
Promote
marketing
campaigns
Freebies for
fans
Online sale?
Try a QR
code image.
29

30. @jennstafford @homeaway
SHOWCASE YOUR
PRODUCT
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31. @jennstafford @homeaway
Showcase Your Product
Brand
awareness
Customer
how-to
videos
Testimonials/
Product
Reviews
New Product
Releases
Intro-content
for longer
videos or
marketing
material
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32. @jennstafford @homeaway
Showcase Your Product
Brand
awareness
Customer
how-to
videos
Testimonials/
Product
Reviews
New Product
Releases
Intro-content
for longer
videos or
marketing
material
32

33. @jennstafford @homeaway
Showcase Your Product
Brand
awareness
Customer
how-to
videos
Testimonials/
Product
Reviews
New Product
Releases
Intro-content
for longer
videos or
marketing
material
33

34. @jennstafford @homeaway
Showcase Your Product
Brand
awareness
Customer
how-to
videos
Testimonials/
Product
Reviews
New Product
Releases
Intro-content
for longer
videos or
marketing
material
34

35. @jennstafford @homeaway
SHOWCASE YOUR
BRAND
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36. @jennstafford @homeaway
Showcase Your Brand
People love behind
the scenes views of a
company
Themes:
– Inside look at the
office
– Company events
– Employee
spotlights
– Philanthropy
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37. @jennstafford @homeaway
Showcase Your Brand
People love behind
the scenes views of a
company
Themes:
– Inside look at the
office
– Company events
– Employee
spotlights
– Philanthropy
37

38. @jennstafford @homeaway
Showcase Your Brand
People love behind
the scenes views of a
company
Themes:
– Inside look at the
office
– Company events
– Employee
spotlights
– Philanthropy
38

39. @jennstafford @homeaway
Showcase Your Brand
People love behind
the scenes views of a
company
Themes:
– Inside look at the
office
– Company events
– Employee
spotlights
– Philanthropy
39

40. @jennstafford @homeaway
Showcase Your Brand
People love behind
the scenes views of a
company
Themes:
– Inside look at the
office
– Company events
– Employee
spotlights
– Philanthropy
40

41. @jennstafford @homeaway
Showcase Your Brand
People love behind
the scenes views of a
company
Themes:
– Inside look at the
office
– Company events
– Employee
spotlights
– Philanthropy
41

42. @jennstafford @homeaway
Tips
Instagram
– Find hashtags relevant to your brand
– Use photo collage apps like Pic Stitch
– Incentives to upload (contests, reposting)
– Discounts (#promocode)
Vine
– Be creative!
– Use it as an intro to longer videos hosted on your site or a video service
– Ensure there is good lighting and remember there is audio recording
– Research how others are using micro-video
Test emerging channels as part of a holistic social strategy with proven
networks like Facebook, Twitter and YouTube
Share the love with other brands and users. Be social: Repost and engage!
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