The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Social is more than likes, it is about dimensions

Social is more than likes, it is about dimensions | The Insight Files | Scoop.it

Growth strategy specialist agency Vivaldi has analysed the performance of 11 airlines in terms of their "social currency". This is a phrase the company introduced in 2010 in an attempt to quantify how effectively brands fit into how consumers manage their social lives in today's digital and mobile age. The theory behind social currency is different from other social indexes which tend to take a quantitative approach. Instead, Vivaldi's social currency score looks at seven different types of interaction or dimensions to come up with a single score. Find out more.

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The social media posts working wonders for Australian tourism

The social media posts working wonders for Australian tourism | The Insight Files | Scoop.it

The social media posts from the Australian Reptile Park and Symbio Wildlife Park were judged by Tourism Australia and Qantas to be the best promotion for Australia in the past year. Judges looked for posts that best promoted Australia as a 'memorable and desirable destination' with entries ranging from a bare-chested Chris Hemsworth at Qualia on Hamilton Island to the Australian War Memorial's Roll of Honour in Canberra. Tourism Australia Chief Marketing Officer Lisa Ronson said the outstanding quality of entries demonstrated how enthusiastically and effectively Australia was embracing social media as a tourism marketing tool. Find out more.

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Understanding Instagram and Snapchat user demographics

Understanding Instagram and Snapchat user demographics | The Insight Files | Scoop.it

In this report, Skift examines the new breed of social networks build upon heavy content. Instagram and Snapchat have amassed just short of 500 million daily users combined, with a clear demographic preference - Millennials and Gen Z. Instagram has 500 million monthly users, versus 313 million for Twitter and 1.7 billion for Facebook according to each company's numbers. The demographics of these two networks are different from the others, and their users have different expectations for how they communicate with each other and with brands. Find out more.

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The most important video marketing trends for 2016

The most important video marketing trends for 2016 | The Insight Files | Scoop.it

Based on Forbes video marketing trends of 2016, Hyperfine have produced an infographic which breaks down the 5 most important trends that you must keep in mind when creating video content in 2016. Some of the top trends include:

 

  • Branded video content.
  • Video landing pages.
  • Use of GIFs.
  • Live video streaming.
  • Using videos in email marketing campaigns.

 

Video marketing has seen a huge rise in popularity of late - among the benefits of this tool include increased video interactions and conversions, as well as boosting your company's brand image. Find out more.

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Vagabond Lifestyles's curator insight, September 1, 2016 9:04 AM
Fresh look into video marketing
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5 social media and tech trends you need to know about

5 social media and tech trends you need to know about | The Insight Files | Scoop.it

Travel PR specialists Klick Communications deliver the latest in travel technology and the ever-changing social media scene. Among the highlights:

 

  1. Taco Bell's Snapchat lens shatters record.
  2. Twitter says users now trust influencers nearly as much as their friends.
  3. 360 photos are coming to your Facebook news feed.
  4. Items from your shopping cart may start showing up in your Instagram feed.
  5. Instagram's analytics will offer audience demographics, post impressions, reach and more.

 

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Why consumers don't rely on social media for customer service

Why consumers don't rely on social media for customer service | The Insight Files | Scoop.it

Consumers use a variety of channels for customer service, and while social media may be another option, some feel it takes too long to address issues and has limited functionality. Research from Boston Consulting Group revealed that among the 65% of internet users worldwide who never use social media for customer service, one-third says it is because it takes too long to address issues. Additionally, 32% of internet users worldwide said that using social media for customer service provides limited functionality and 30% said it is no feasible for complex tasks. When it comes to customer service, many consumers prefer traditional channels, like a phone, to communicate with a company. Find out more.

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Social media tips to boost your profile

Social media tips to boost your profile | The Insight Files | Scoop.it

This article details ten social media tips and trends to help your business get the most out of the social media arena:


  1. What is common sense in normal life is common sense in social media.
  2. Consider tools such as hootsuite.com to monitor your activity and stay informed and connected.
  3. Consider which social media platform makes sense for your business, workflow and life.
  4. Make your Twitter handle the shortest and most memorable you can think of.
  5. Have a hashtag strategy to help make your social media posts more permanent.
  6. Consider Rebel Mouse, a digital publishing platform wired for social.
  7. Publish 80% helpful and 20% promotional content to boost social media engagement.
  8. Leverage free tools for creating images for social media such as www.giphy.com.
  9. Consider subscribing to Mashable, Lifehacker and Business Insider for trends and news.
  10. Your social media activity should have as many of these attributes as possible: helpful, useful, timely, informative, relevant, practical, actionable, generous, credible, brief, entertaining, fun and occasionally funny.


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The biggest ways social media will change in 2016

The biggest ways social media will change in 2016 | The Insight Files | Scoop.it

This article details how the social media landscape will change in 2016, including advice on how to prepare for these advancements.


Among the major trends include:


  1. Live streaming to go mainstream.
  2. The opening up of on-platform content.
  3. Smarter use of Snapchat.
  4. Video to continue to beat static content.
  5. Virtual reality content to make its first appearance.


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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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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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Social media facts for travel, tourism and hospitality

This Slideshare presentation from Social Media Expert, Brian Carter, outlines social media facts for the travel, tourism and hospitality Industries. The content of the presentation includes:


  • The history of waves of disruption and opportunity.
  • The most important social marketing channels.
  • The benefits of social media marketing.
  • The travel planning cycle online.
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What travel brands can learn from Facebook about summer travel habits

What travel brands can learn from Facebook about summer travel habits | The Insight Files | Scoop.it

A recent study by Facebook that looks at its universe of users found that 70% of them were reading via their mobile devices, while 75% were posting content from their phones. The summer season (for the Northern Hemisphere) marks a good time for travel brands to leverage this on-the-go behaviour and dial into people's interests. Brands can inspire fans to create and share their own content from which brands can in turn create inspirational posts. Planning content and campaigns during these times will give brands an advantage in that there is a higher volume of people on Facebook that are talking about a known topic. Travel brands should time their last minute deals and staff their social media customer service department in parallel. Find out more.

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Eve-Line Boulle's curator insight, July 7, 2015 7:30 AM

"Summer is right around the corner for countries in the Northern Hemisphere, and the vacation seekers are getting busy on Facebook."

Panos Fotiadis's curator insight, July 8, 2015 2:56 AM

summer plans...

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What are travellers saying when they use social media at airports?

What are travellers saying when they use social media at airports? | The Insight Files | Scoop.it

Many passengers have their heads buried in a device or laptop as they wander around or wait at an airport. Frequently they are browsing or updating their social media channels - but is it to rant about delays, show off that they are heading away somewhere or just adding to the general noise of Twitter and Facebook? Geofeedia analysed hundreds of thousands of tweets and updates to establish what people are doing on those social channels at four major airports in the US: LAX, JFK, Dallas-Fort Worth and Chicago O'Hare. View the infographic above for the study's answers.

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Glass-half-full approach to iconic Australian destinations

Glass-half-full approach to iconic Australian destinations | The Insight Files | Scoop.it

Australia is home to some of the world's most incredible natural attractions, but why just drink in the views when you can pair your sightseeing experience with a glass of wine? The glass-half-full approach to iconic Australian destinations has become an emerging theme among social media photographers. Australian food and wine have become a major drawcard for international visitors and is a key focus of Tourism Australia's Restaurant Australia campaign. "People who haven't visited don't rate Australia highly as a true culinary destination. However, once they've been here and sampled our amazing food and wines, we shoot up the rankings to sit near the top," says Tourism Australia's Head of Social Media. Next month, Australia is hosting the World's 50 Best Restaurants awards in Melbourne. Find out more.

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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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10 top places in Australia for Instagram photos

10 top places in Australia for Instagram photos | The Insight Files | Scoop.it

These stunning pictures of Australia have taken the world by storm, catapulting little-known destinations into the spotlight. They're some of the most liked images on Tourism Australia's wildly popular Instagram account @Australia, and they're being credited with driving a photo-driven tourism boom. With 2.4 million followers, @Australia is by far the most popular national destination page in the world. And according to Tourism Australia research, 87% of international followers said its posts made them more likely to travel here. The phenomenon has been documented by local tourist bodies, with the Cardwell Visitor Information Centre reporting a significant increase in visitors and inquiries after a recent photo of the little known Cardwell Spa Pools became an Instagram hit. Find out more.

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Build social relationships with influencer marketing

Build social relationships with influencer marketing | The Insight Files | Scoop.it

An influencer is someone who has an active following and can move their followers to take action. Influencer marketing involves connecting with these thought leaders to build a mutually beneficial relationship. Influencers can be social media experts, bloggers, YouTube users and celebrities. The benefits of influencer marketing include access to larger audiences, user-generated content and more credibility. The infographic above highlights why influencer marketing can be so effective. Find out more.

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SEO vs. social media: how to choose the best strategy

SEO vs. social media: how to choose the best strategy | The Insight Files | Scoop.it

For advertisers and brands, search engine marketing (SEM) and search engine optimisation (SEO) have been the tried and true methods of reaching customers on the internet. However, the constantly rising popularity of social media is forcing advertisers to rethink their strategies. This article highlights the definitions and associated pros and cons of each strategy.

 

  • SEO is the process of optimising a site's content to rank at or near the top of a list of organic search engine results.
  • Search engine marketing is internet marketing that includes the promotion of websites with paid advertising in the form of pay per click or pay per call ads.
  • Social media marketing includes the paid or sponsored posts that you see will scrolling through a social media site.

 

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Social media and tech trends you need to know about

Social media and tech trends you need to know about | The Insight Files | Scoop.it

Travel PR specialists Klick Communications deliver the latest in travel technology and the ever-changing social media scene. Among the core points discussed include:

 

1. Snapchat will soon allow users to subscribe to publishers on discover.

2. Facebook plans to put ads in Messenger.

3. Facebook launches new website to help nonprofits master the platform.

4. Facebook instant articles will give all publishers faster loading, fewer monetisation options.

5. Twitter's new customer service features make it easier to send private messages and feedback.

 

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Destinations establish way of measuring ROI of social media

Destinations establish way of measuring ROI of social media | The Insight Files | Scoop.it

Destinations are some of the most prolific users of social media - using a wide number of channels and often backed by hefty levels of marketing spend. However, how does a destination establish if its efforts with social media are worth all the messages on Twitter, pictures on Instagram, videos on YouTube and interacting on Facebook? Think, a social media agency that works with tourism boards and DMOs around the world has developed what it claims is a measurement standard for organisations to use when they want to evaluate the success of a social media campaign. In its simplest form, DMOs work from three elements:


  • Total expenditure of a visitor.
  • Multiply it by a percentage that represents a social media channel's influence on purchasing.
  • Combine with consumer interactions across a channel.


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Australian tourism turns to user-generated GoPro films for New Year's Eve

Australian tourism turns to user-generated GoPro films for New Year's Eve | The Insight Files | Scoop.it

Over 1.5 million New Year's Eve revellers in Sydney Harbour last week watched six short GoPro films of surfers, skateboarders and zoo animals projected on the 250-feet-high columns supporting Sydney Harbour Bridge. Tourism Australia and the City of Sydney worked with social media influencers to produce the films, each created with miniature GoPro HERO4 cameras, at nearby locales such as Bondi Beach and Taronga Zoo. The projections were designed to provide a taste of Tourism Australia's upcoming global advertising campaign launching this month, which will focus on Australia's aquatic and coastal travel experiences. "This highlighted the power of user-generated content," says Jesse Desjardins, global manager of social and content for Tourism Australia. "By giving our influencers a GoPro, we were able to capture incredible content from the point of view of our audience, instead of the other way around, which is a big shift for destination marketing organisations." Watch a short video of some of the GoPro footage here.

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Tourism Australia's favourite social media posts of 2015

Tourism Australia's favourite social media posts of 2015 | The Insight Files | Scoop.it

Tourism Australia has pulled together its favourite and most popular 10 social media posts of 2015 for news.com.au with Jesse Desjardins, global social media and content manager, saying it was a fun but tough task. "On average, we received around 1400 photos every day from our followers in 2015, providing us with stunning destination content to share daily with the world," Mr. Desjardins said. "Not only does this inspire people to visit Australia and seek out these places for themselves, but this is great marketing for operators working in the tourism industry. While our unique marsupials certainly feature prominently, so too do our incredible natural beauty, our wonderful beaches and our delicious food and wine." Check out the top 10 Tourism Australia social media posts of 2015.

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Social media in China: top 5 tips and platforms

Wave goodbye to Facebook and Instagram, say hello to Weibo and Youku. Learning about local social media is essential to marketing your business in China. Among the presentation's tips include:


  1. Social media in China is one-of-a-kind: do your research to find your target markets.
  2. Follow the rules: to open a corporate account on Chinese social media, you need to register your business with the Chinese government.
  3. Guanxi is social media's secret weapon: this is about forming and honouring trusted relationships.
  4. Identify the influencers - seek out key opinion leaders to promote your brand.
  5. Know when to engage the experts: gaining exposure is hard work and requires ongoing commitment.
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Are small businesses using social?

Are small businesses using social? | The Insight Files | Scoop.it

Clutch has released a new survey and infographic about the social media practices of small businesses, and the results are very surprising. The survey also explores how the social media habits of small businesses evolved over 2014. The most surprising finding of their survey of more than 350 small business owners was that only around 53% of small businesses are actively using social media. Also surprising is the fact that 25% of businesses stated they were unlikely to adopt social media as a marketing tool in the future. Click here to view the full findings of the survey.

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Baidu and the changing face of destination marketing

Baidu and the changing face of destination marketing | The Insight Files | Scoop.it

Until recently, most destination marketing was done via traditional media. But the growth of travel has forced DMOs to come up with new ideas, says Baidu. Baidu is the most popular search engine in China and the fifth-largest website in the world, based on average daily visitors and page views. Until recently, destination marketing was done with traditional media: print, public transportation and television. But the continued growth of travel on a global scale has forced destination marketing organisations to come up with new ways to attract visitors. As consumers get smarter, their demands get more specific, and that makes attracting them to your city or region even harder. Another new trend for DMOs to address is that consumers are now engaging with travel information during their trip. Destination marketing in China is an endeavour of epic proportions with 1.25 billion mobile phone users - over 90% of the population - and over 850 million mobile internet users. Mobile will be the next disrupter in destination marketing. Tapping into that potential and continuing to integrate information and services with travellers' mobile devices is the key to taking the next step forward. 

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