The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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How do you persuade customers to post images on Instagram?

How do you persuade customers to post images on Instagram? | The Insight Files | Scoop.it

Instagram was one of the fastest-growing social media channels for brands during 2013. But whilst many brands know it’s an effective platform for branding and marketing your products and growing a community, what many may not know is that Instagram is a powerful tool to collect customer-created content you can reuse to your advantage. There are a number of methods a brand can use with a wider Instagram strategy to not only boost a social media presence but also cover areas as diverse as recruitment, advertising and video creation. -

See more at: http://www.tnooz.com/article/instagram-persuade-customer-engagement/#sthash.yEPUQ8Dx.dpuf

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What is Social Media Storytelling?

What is Social Media Storytelling? | The Insight Files | Scoop.it
My parents and many of my friends still don’t understand what it is I do every day. They envision me frolicking in the fields of Facebook and Twitter, swapping gossip and sharing funny memes. They must think I have the best job in the world because my profession is social media—exactly the tool used by everyone else to procrastinate and avoid doing their real job.

The combination of social media and storytelling, the term social media storytelling could be the holy grail of buzzwords. Half emerging technology that everyone said would either rule the world or totally fail, half proven method of transferring emotion and knowledge since the dawn of humanity, social media storytelling is a relatively new and an oft-misunderstood term. Nearly every digital agency claims that they’re “storytellers,” and if the client is interested in a social media activation, then they’ve magically become “social media storytellers” as well.

My mom and dad are clueless about what “social media storytelling” means, and that’s okay. But I fear there are other agencies and brands that are misunderstood, and that can be dangerous for audiences.


What Exactly Is Social Media Storytelling?

Though I would argue that we, as humans, are all storytellers by nature, that doesn’t make a group of us effective brand storytellers, transmedia storytellers, digital storytellers or social media storytellers, just as I’m not a world-class runner simply because I know how to run and can do it for two hours continuously (finished my half marathon in 1:59:58 thankyouverymuch!).

Storytelling, at its core, is more than just telling stories about a brand, and social media storytelling is more than just creating Facebook, Twitter and blog posts promoting that brand. Effective brand stories must embody the brand. They must be unique and noticeable and inspire people to engage, share and eventually buy (or watch, or whatever drives profitability). They must be selfless and meaningful to audiences.

Since there’s a chance I might not know everything, I posed the same question to noted storytelling expert Michael Margolis, CEO of Get Storied. Said Margolis, “Storytelling means you have to reveal something beyond self-congratulations. [It] is not just a gimmick to sell more crap. Storytelling is about relationship—most importantly describing the world of your audience, and how much you get who they are, what they care, and where they are trying to get in life.”

Effective social media storytelling starts at the beginning as does all brand storytelling on any platform or in any medium, and that’s the difference. An effective social media campaign rooted in storytelling will be united by one aspect—the brand’s Story Platform. 

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Hotels.com marries mobile and social with sweepstakes

Hotels.com marries mobile and social with sweepstakes | The Insight Files | Scoop.it

Hotels.com is making mobile a staple of its new social media-driven sweepstakes that encourages consumers to share content for a chance to win a stay at a beach resort.


Via Wendy Forbes
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Marketers cannot simply tick off the mobile box, Google warns

Marketers cannot simply tick off the mobile box, Google warns | The Insight Files | Scoop.it

Google has urged marketers to prioritise multi-screen this year as the internet giant releases new research painting a picture of weekend smartphone use.

 

Mobile and tablet search queries have grown by 138% since last year and 74% of Australians with a smartphone will not leave home without it, according to Google data.

 

Read more: http://www.bandt.com.au/news/digital/marketers-cannot-simply-tick-off-the-mobile-box-go

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5 Marketing Predictions for 2013

5 Marketing Predictions for 2013 | The Insight Files | Scoop.it

There was certainly no shortage of big developments in the marketing world throughout 2012. Facebook created a massive mobile advertising business in less than year, Red Bull literally financed a trip into the stratosphere to create powerful branded content, and a YouTube video finally hit 1 billion views, showing the potential reach for online videos.

So what might 2013 bring for marketers? We contacted several advertising experts and reviewed recent studies and business trends to come up with five marketing predictions for the coming year.

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2012 is the year of SoLoMo in the Travel Industry | KMP Digitata

Social, Local and Mobile, nicknamed SoLoMo, is going to be huge in 2012 for a lot of sectors but in particular the Travel Industry. The term SoLoMo consists of three main components of a travel customer's behaviour.


Via Ian McVitty
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Industry first alert: Google teams up with Hilton brand DoubleTree for interactive YouTube channel

Industry first alert: Google teams up with Hilton brand DoubleTree for interactive YouTube channel | The Insight Files | Scoop.it
DoubleTree by Hilton has launched an interactive YouTube platform in which users will be able to share their trip experiences and get rewarded for their efforts.
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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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Brand USA and Air France are the most-discussed travel brands in real-world conversations

Brand USA and Air France are the most-discussed travel brands in real-world conversations | The Insight Files | Scoop.it
Forget social media. Most conversations about brands take place in the real world among real people. How can digital campaigns spark those conversations?

Via Paul Sloan
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Proactively managing online reputation works for hotels – so here is how you do it

Proactively managing online reputation works for hotels – so here is how you do it | The Insight Files | Scoop.it

Many hoteliers today view reputation management as a reactive discipline of monitoring reviews and social media and responding to reviews in a way that ensures customer know that they care.

While managing reviews is a great start to online reputation management, there are a growing number of hotels who are getting proactive in their efforts and seeing significant benefits.

So at the end of 2012, we dug around some of our hotel customers to find great examples of how they have dramatically increased their metrics and scores related to online reputation management to prove how a proactive stance toward reputation can pay off.


Read more at http://www.tnooz.com/2013/01/21/how-to/proactively-managing-online-reputation-works-for-hotels-so-here-is-how-you-do-it/#3duQiSRYmPMoh4YM.99

 

 

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Why Travel Needs More Social Sharing

Why Travel Needs More Social Sharing | The Insight Files | Scoop.it

In a world with massive amounts of content generated by my friends, there is no single source to see where my friends have gone and what they did on their trip. Irrive aims to fix that problem.

 

Irrive is a social scrapbook that automatically organizes an individual's or group's social media content (pictures, checkins, tweets, posts, etc.) around a specific event -- travel, party, wedding, weekend adventure, etc. Each Irrive social scrapbook has its own webpage and privacy setting, so it is easy to share.


Via Wendy Forbes
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