The Insight Files
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Consumer trends and news curated by Tourism Australia
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The best days and times to post on five major social networks

The best days and times to post on five major social networks | The Insight Files | Scoop.it

The most effective days and times for brands to post on social media vary significantly by network, according to recent data from TrackMaven. Its report was based on an analysis of 17.5 million social media posts made by 17,737 brands on Twitter, Facebook, LinkedIn, Instagram and Pinterest. Brand posts made to Instagram garner the most engagement at 7pm EST on average, and on Fridays. In contrast, brand LinkedIn posts perform best at 9am EST and on Wesdnesdays; while brands' Twitter and Facebook posts both garner the most engagement on Thursdays. The best days and times to post to social media also varies significantly by industry. Find out more.

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Soriya Jamet's curator insight, January 4, 8:05 AM
Quand poster sur les réseaux sociaux pour toucher un maximum de public? Quelques réponses dans cet article en anglais.
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Facebook's head of travel reveals how brands are winning on the platform

Facebook's head of travel reveals how brands are winning on the platform | The Insight Files | Scoop.it

The travel industry has been at the centre of Facebook's advertising growth during the past year and despite market concerns over Facebook's statements that the uptick in its advertising revenue will decelerate in the future, Facebook expects its investment in travel to keep trending up in 2017. Facebook has had a pivotal year in the travel industry - from its new ad products and video platforms to the company's continued foray into virtual reality. This Skift interview with Facebook's Head of Travel, Christine Warner, discusses Facebook's role in travel inspiration and planning, why it's important to get the 'brilliant basics' right when it comes to mobile and what the company has learned from its new products, in addition to where those are headed in 2017. Click here to read the interview.

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Olly Wheatcroft's curator insight, December 16, 2016 8:45 AM

Interesting article highlighting the demand for social advertising from the travel industry. 

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The most popular places to check in on Facebook in 2015

The most popular places to check in on Facebook in 2015 | The Insight Files | Scoop.it

Facebook recently announced their Annual Year in Review, including the top checked-in locations for 2015 and parks topped the list: theme parks, national parks, urban parks … According to data released by the company, Disney and Universal Studios properties clocked in at number one and two as most popular locations, followed by metropolitan icons: Times Square and the Eiffel Tower. However, the list doesn't necessarily reflect the top tourism destinations of the world, just where people decided to check in. The top 10 check-in hot spots for 2015 were:


  1. Disney Parks
  2. Universal Studios Properties
  3. Times Square
  4. Eiffel Tower
  5. Niagara Falls
  6. Siam Paragon
  7. Grand Canyon National Park
  8. Yosemite National Park
  9. The Louvre
  10. Central Park. 


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How to make your Facebook page work harder

How to make your Facebook page work harder | The Insight Files | Scoop.it

Social media can boost bookings but the process isn't as simple as creating a page, magically scoping up followers and fans, and blasting out ads. To drive more bookings with Facebook, your ads need to convert better. Tnooz has put together seven ways to boost your hotel's Facebook ad conversions.


  1. Reduce CPC cost and boost conversions with better targeting.
  2. Offer incentives to fans and followers.
  3. Target existing hotel guests.
  4. Get solid leads with Facebook custom audiences.
  5. Reach out to site visitors.
  6. Use content to breath life into your Facebook page.
  7. Keep your posts short and sweet.


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Facebook posts paint appealing picture of Australia

Facebook posts paint appealing picture of Australia | The Insight Files | Scoop.it

Social media may have killed off big-budget tourism advertising campaigns once and for all with Tourism Australia achieving remarkable success on Facebook. Images of native animals, beaches and landscapes posted on TA's Facebook page are generating real business for tourist operators thanks to the site's 6.2 million followers. A survey undertaken by TA found 72% of followers used the page for holiday inspiration and 16% had actually made a travel booking based on a post they liked. TA boss John O'Sullivan said the way the country was marketed had changed dramatically from the days of 'Throw Another Shrimp on the Barbie' and 'Where the Bloody Hell Are Ya?' "There's been a huge shift away from big budget paid advertising campaigns towards highly cost-effective earned and owned channels including our Facebook page. Nobody tells a story about a destination more effectively and more authentically than those who are experiencing it, or the people who live there and that is the heat of our social media strategy."

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Why being social on Facebook isn't enough for travel brands

Why being social on Facebook isn't enough for travel brands | The Insight Files | Scoop.it

Being social is no longer enough, with Facebook investing in advertising technology, mobile, and video to make marketing through Facebook more effective for partners and to increase its own monetisation. While Facebook's audience growth is plateauing - excluding Instagram and WhatsApp - it is becoming a more sophisticated marketplace and storytelling platform. The effectiveness of targeting ads depends on how well a platform can slice and dice its audience in terms of interest, location and other attributes; how integrated the infrastructure is to capture the behaviour of the audience; and how efficient the digital channels are in delivering ads in various formats to the right people. In order to do so, Facebook is laying down the data groundwork to be a multi-layered digital platform for users and companies across the globe. Click here to learn more about how Facebook's operations will change in 2015, as well as how these changes may impact upon our business.

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The year in review according to Facebook

The year in review according to Facebook | The Insight Files | Scoop.it

Robin Williams, Tony Abbott and Malaysia Airlines were the most talked about topics on Facebook in 2014, while more people checked in to Darling Harbour, Sydney Opera House and Melbourne Cricket Ground than anywhere else in Australia.  Facebook has compiled its top 10s of 2014 – Australia’s most talked-about topics and most checked-into places. The social network anonymously aggregated Facebook posts, creating the lists by analysing how frequently a topic was mentioned between January and December 2014. Click here to view a video summing up 2014 on Facebook.

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Five critical elements to building a large and engaged Facebook audience in the travel industry

Five critical elements to building a large and engaged Facebook audience in the travel industry | The Insight Files | Scoop.it

Every travel marketer wants a big and active social media audience. Who wouldn’t?

 

As we all know, it helps you communicate with current customers, court potential consumers, construct or maintain your brand in the image you want, and create positive chatter about your destination, services or goods.

 

And when that chatter gets shared, your message grows exponentially.

That’s the idea, anyway. So, you’re sold. Having a robust and active social media audience is the way to go. But just how do you get there?

 

Read on for a few secrets we’ve learned along the way while building one of the top-ten Facebook audiences in the travel world. DreamPlanGo has over 300,000 Facebook fans and is growing.

 

And it’s not just window dressing: on average, over 17% of fans engage each month, and each post gets shared an average of 190 times.

Here are five hands-on how-to’s we’ve gathered on the road to getting here. Put these concepts to work on your social media strategy and see what happens with your Facebook audience.

 

 

1. Create incentives

 

These days, few Facebook fans are going to hit “like” just because you’re cool. Folks want a little return … or at least the chance of it … for entering an online relationship with you.

 

Sweepstakes are one method DreamPlanGo uses to offer travelers something … or at least the dream of something … for “joining.” That dream goes a long way in building engagement among fans, too.

 

While sweepstakes can be a substantial budget investment – there’s a prize to identify and buy, promotions to create, media and posts to purchase, a back end to manage – a big trip, vacation or other grand prize can create the incentive and interest you need to get consumers really clicking.

 

Giveaways (essentially, smaller sweepstakes … think luggage sets, or one free night instead of a full-fledged vacation) are also smart. Coupons do great incentive work too.

 

A good contest can work too. Whether you’re doing a big sweeps, little giveaway or fun contest, keep requirements short and simple for entering.


Read more at http://www.tnooz.com/2013/07/04/news/five-critical-elements-to-building-a-large-and-engaged-facebook-audience-in-the-travel-industry/#JBfpQU8lTmUkLtdq.99
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A (very) deep-dive into using Facebook for marketing in the travel industry

A (very) deep-dive into using Facebook for marketing in the travel industry | The Insight Files | Scoop.it

Since 2008, the growth rate for social media marketing spending has surpassed search, display, email and television marketing.

 

Consumer adoption of social media has shifted the online marketing landscape and with this change in consumer behavior, marketers have had to re-evaluate their marketing plans.

 

According to the 2013 Portrait of American Travelers study, 82% of travelers trust recommendations from friends and family, 74% of US travelers have a Facebook profile and one out of three travelers reference social media as a main source of travel ideas and inspiration.

 

With an increasing amount of individuals communicating, reviewing and recommending products and experiences to their friends and family through social media, online word of mouth is vital to successful organic referrals, leads and conversions in today’s marketplace.

 

How Facebook influences travelers

 

Facebook offers travel brands the ability to identify prospective travelers, communicate directly with users, engage with advocates and create branded experiences through advertisements and custom-developed Facebook applications.

 

Facebook is the most powerful social media channel for travel marketers because of the platform’s purchasing process.

 

Furthermore, Facebook users are passionate about sharing their travel experiences. In 2012, Facebook reviewed the top stories people shared to their Facebook timelines and discovered that the top story being shared by users was travel experiences.

 

42% of stories shared to users Facebook timelines were travel experiences, more than double that of the next category.


Read more at http://www.tnooz.com/2013/06/20/news/a-very-deep-dive-into-using-facebook-for-marketing-in-the-travel-industry/#GwRkc8G1s0OEj86c.99
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You're Reaching More People on Facebook Than You Think

You're Reaching More People on Facebook Than You Think | The Insight Files | Scoop.it

A new study from the Stanford University Computer Science Department and Facebook data science team showed that the majority of Facebook users are reaching more than three times as many people as they think. An analysis of the activity of 220,000 U.S. Facebook users over the course of June 2012 demonstrated that each post is seen by approximately one in three of a user’s friends.

Additionally, researchers explored the disparity between Facebook users’ perceptions of their audience and the statistical reality, and likened communicating via Facebook and other social media sites to “speaking to an audience from behind a curtain.”


Via Martin Gysler
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Done4USocialMedia's curator insight, March 8, 2013 5:13 AM

Just goes to show, you just never know what your reach really is!!

Michèle Chenaud's comment, March 8, 2013 12:47 PM
Je dois impérativement réviser mon anglais ...
Martin Gysler's comment, March 12, 2013 9:06 AM
I see Bill, we have the same doubts, what not mean that it's not right. I think that Facebook has changed too much, in my opinion, his platform in the wrong way.
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63.52 Million Facebook Users In China, Despite Ban – China Travel Trends

63.52 Million Facebook Users In China, Despite Ban – China Travel Trends | The Insight Files | Scoop.it

Laws are meant to be broken, including, apparently, the one banning Facebook in China, as research firm GlobalWebIndex reported that Facebook users in the country have skyrocketed from 7.9 million in July 2009 to 63.52 million as of the second quarter of 2012.

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Facebook Now Owns Over 25% Of Total Time Spent On Mobile Apps

Facebook Now Owns Over 25% Of Total Time Spent On Mobile Apps | The Insight Files | Scoop.it

 

Read more: http://readwrite.com/2013/01/23/facebook-most-popular-app-comscore

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Photos and video drive the most engagement on social media

Photos and video drive the most engagement on social media | The Insight Files | Scoop.it

Forty-two percent of all Tumblr posts are photos.

 

Photos and videos on Pinterest refer more traffic to brand websites than Twitter, StumbleUpon, LinkedIn and Google+.

 

As these stats from a new M Booth infographic show, visual storytelling is one of the most powerful ways brands can engage customers online.

 

Not convinced your brand should begin churning out more images than text updates? See how visuals fare on some of the major social networks:

 

- Facebook

People share videos 12 times more than links and text posts combined.People "like" photos two times more than text updates.Photos and videos drive the most engagement on Facebook's top 10 brand pages.

 

- YouTube

Users share 700 YouTube videos on Twitter each minute.100 million users take a social action on videos every week.

 

- Instagram

Facebook reach 100 million users in four years, but Instagram is on pace to beat it.

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How brands can tap into Australian and New Zealander emotions

How brands can tap into Australian and New Zealander emotions | The Insight Files | Scoop.it

Facebook and TNS Australia have researched Facebook and Instagram users to investigate the emotional drivers of behaviours. Turns out, there are six different types of consumer identities which creatives can use to really establish a connection. These include:

 

  1. Daring connectors (12% of Facebook users) - desire bold one-liners, non-conformist ideas and provocative content. 
  2. Assertive connectors (10%) - want confident and assertive content, thought-leadership and a strong point of view.
  3. Clever connectors (12%) - content should be succinct and minimalist, including discerning information and thought-provoking ideas.
  4. Security-seeking connectors (12%) - desire supportive and emotive content, encompassing feel-good stories and inspirational quotes.
  5. Friendly connectors (26%) - content should be straight-forward and social-focused, sharing stories and events.
  6. Playful connectors (27%) - want playful and cheeky content featuring new trends and up-to-date information. 

 

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Facebook's 360-degree travel videos offer destinations a new path to marketing

Facebook's 360-degree travel videos offer destinations a new path to marketing | The Insight Files | Scoop.it

For the first time, hundreds of millions of consumers around the world can watch 360-degree, virtual reality videos on Facebook via their own devices. It has helped that some travel brands have already spent millions to showcase their cities and landscapes on this new media platform. The first 360-degree/virtual reality travel videos on Facebook span five continents, and since January, National Geographic, GoPro, Seaview 360, Discovery, Weather Channel and Tourism Australia have rolled out about 24 of these videos for their Facebook pages. Each one of them has over three million views with Tourism Australia, one of the first destination marketing organisations to puts its 360/virtual reality videos on Facebook, getting 4.6 million views to date on seven of its such videos that are on Facebook and another 1.6 million views across YouTube and its consumer website Australia.com. Find out more.

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Travel is the most talked about topic on Facebook

Travel is the most talked about topic on Facebook | The Insight Files | Scoop.it

One in three minutes of people's time on their mobile device is spent on Facebook and Instagram, and there are 10 million people active on Facebook via their mobiles every day, with 'travel' the most talked about topic on the medium. 79% are talking about the dreaming phase, 73% are looking for inspiration from family and friends, and 55% are using mobile devices and Facebook to plan, seeking travel-related activity recommendations. There has been a video explosion on the platform, with a 94% growth year-on-year and 8 billion views daily. Find out more.

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Which Facebook pages were on top down under in the second quarter?

Which Facebook pages were on top down under in the second quarter? | The Insight Files | Scoop.it

The top Facebook page in Australia in terms of engagement in the second quarter of 2015 was Today, while Tourism Australia topped the land Down Under in terms of likes. These results are according to the latest Australian Facebook Performance Report by Online Circle Digital for Social Pulse. Newspapers and magazines was the top industry in terms of engagement during the second quarter of 2015, also posting the largest growth in likes, while the airlines, travel and tourism sector garnered the most likes. Find out more.

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What travel brands need to know about Facebook's new updates

What travel brands need to know about Facebook's new updates | The Insight Files | Scoop.it

Facebook's developer team has unveiled a variety of features that will simultaneously affect users and travel brands at its recent annual conference. There are 25 products which will be rolling out in the coming weeks; this Skift article lists three key topics that will have a strong impact on travel brands: 


  1. Extending Live Chat to businesses on Messenger - the integration will provide airlines, hotels and booking sites the ability to manage customer inquiries in a direct message that is more timely and personalised.
  2. Supporting new video content and distribution - being able to embed videos that are directly uploaded to Facebook outside of the platform is a huge incentive for brands to publish more videos. 
  3. App integration and analytics - with the flow of information from one device to the next, Facebook's analytics for apps will provide a view into customer behaviour and attribution data to better personalise the apps and market them to the right people. Travel brands that enable its app users to login via Facebook can access this dashboard for free.
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Panos Fotiadis's curator insight, April 29, 2015 2:07 AM

no. 2 is a very interesting new feature

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Facebook reigns supreme as engagement king

Facebook reigns supreme as engagement king | The Insight Files | Scoop.it

Despite the lack of growth in users, the latest data from Pew Research shows that the dominant social network is engaging users more than ever.

 

Overall social media engagement looks like this:


  • Facebook: An impressive 70% engage with the site daily, with 45% engaging several times a day. That’s up from 63% daily engaged users last year.
  • Instagram: 49% of the platform’s users engage daily.
  • Pinterest: only 17% of users visit the site daily.
  • Twitter: 36% of users visit daily – however this is a mammoth 10% drop from 46% in 2013.
  • LinkedIn: the number of daily users was steady at 13%, yet more users are logging on a weekly basis – so more users visiting less often.


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China plans to launch free-trade zone, but still bans Facebook use.

China plans to launch free-trade zone, but still bans Facebook use. | The Insight Files | Scoop.it

China has made waves with its plan to launch a free-trade zone in Shanghai, but earlier reports stating Facebook will be allowed have been refuted.

 

Due to well-known restrictions on Internet usage in China, any report that says people are free to go about their social  media ways is immediately cast with doubt. However, those who are hoping  that the country’s stringent policies over online activity are easing will be  glad to know that yes, finally, China is allowing some leniency when it comes to  the Web… provided that you stay within the “free-trade zone,” according to a  South China Morning Post.

 

Read the full updated story here: http://www.digitaltrends.com/social-media/in-chinas-new-free-trade-zone-you-are-free-to-facebook-all-you-want/utm_content=buffer6f6a3&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer

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Travel, tourism and airlines top Facebook pages in Australia

Travel, tourism and airlines top Facebook pages in Australia | The Insight Files | Scoop.it

AUSTRALIANS are whiling away their days fantasising about holidays on Facebook, with pages about travel, tourism and airlines the most "liked" on the social media network.

 

Tourism Australia's Facebook page - simply titled "Australia" - is the most popular in the country, with more than four million fans.

 

Visit Queensland was the next most popular travel or tourism page, followed by Dreamworld theme park on the Gold Coast, Sydney and Qantas.

 

Airlines, travel and tourism pages were the top industry on Facebook, with nearly nine million fans combined.

 

They also had the top three posts by likes comments and shares, according to the June 2013 Australian Facebook Performance Report by digital intelligence agency Online Circle Digital.

 

The Sydney Opera House, Contiki Holidays, Virgin Australia, Jetstar and the Gold Coast rounded out the top ten.

 

After travel and tourism the next most popular category is TV shows, which have 8.6 million fans.


 

Tourism Australia's Facebook page was way ahead of the next closest page Bananas in Pyjamas, which has around two million fans, and Pringles which has 1.3 million fans.

 

Online Circle Digital lead strategist Lucio Ribeiro said travel was about desire, which was a good match with Facebook, and many airlines promoted sale fares via their Facebook page.

 

"One of the most popular elements of Facebook is the image," he said.

"There's a lot of people uploading content about their experiences.

"It's really easy to spread the word about good experiences."

 

The top post on the Australia page was a photo of a sleepy wombat taken at Hodge Podge Lodge Wombat Shelter in Victoria, which got more than 65,000 "likes" and was shared by nearly 12,000 people.

 

Its "Friday fan photos", which are posted at the end of each week, were also a hit.

 

Tourism Australia managing director Andrew McEvoy said the organisation had worked hard to make Australia the world's most talked about holiday destination in social media.

 

"It's about seeding great stories and letting engaged people socialise that globally," he said. "Australia was the most popular travel destination on Facebook, Google+ and Instagram in 2012 and now has a loyal army of fans, at home and overseas, interacting and enthusiastically selling our country.

 

"In tourism promotion, compelling content is king. "Through our Facebook page and our other social media channels we are providing a fantastic platform to tell and share great stories about our country."

 

Mr McEvoy said he wanted the 23 million Australians who live here and the six million-plus people who visit each year to become part of the world's biggest social media team and ambassadors for our country.

 

Around a third of fans of the Australia page are Australian with the US the second biggest market followed by the UK, Indonesia and India.

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Cruise lines sailing away from Twitter

Cruise lines sailing away from Twitter | The Insight Files | Scoop.it
After seeing solid use of Facebook by cruise lines for communicating with customers, more evidence emerging that the sector is less keen on the other major social network, Twitter.
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Social Media Marketing (SMM) PLAN: Why Your Business Needs It

Social Media Marketing (SMM) PLAN: Why Your Business Needs It | The Insight Files | Scoop.it

Social media sites such as Facebook, Twitter, LinkedIn, YouTube and Pinterest are fast becoming popular and people are using them to communicate, share ideas and get information. This means that they are not going anywhere any time soon. Corporates, Statups and Small Business Owners have started to use these sites in their online marketing mix. That is precisely why your business needs to include social media marketing (SMM)plan as part of your online marketing startegy.


Via Alan Horton
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Hotels checking in with booking engines on Facebook and mobile – or maybe not

Hotels checking in with booking engines on Facebook and mobile – or maybe not | The Insight Files | Scoop.it
Booking engines within Facebook fan pages for hotels were once considered revolutionary, but it appears to be a growing trend for many property owners.

Via Wendy Forbes
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50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website, a new study suggests.

50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website, a new study suggests. | The Insight Files | Scoop.it

If you’re debating the power of social media for branding, here’s more proof that it matters: About 50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website, a new study suggests.

 

Market research company Lab42 — which surveyed 1,000 social media users about how they interact with brands on Facebook — found that consumers are viewing a brand’s Facebook presence as more important than ever.

 

In fact, about 82% of respondents said Facebook page is a good place to interact with brands. But one of the top reasons to follow a brand on Facebook is to print coupons and discounts. The study revealed that 77% of those who “Like” a brand on Facebook have saved money as a result.


Via Mike Cunningham, Wendy Forbes
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