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. INSTA - GRATIFICATION HOW TO ENGAGE USERS IN A FRAGMENTED MEDIA LANDSCAPE
- 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. TODAYS MEDIA LANDSCAPE IS ACCELERATING AT AN UNPRECEDENTED RATE Source
- 4. MEDIA CONSUMPTION/WK ~13HRS PER DAY!!!
- 5. AN INCREASINGLY COMPLEX LANDSCAPE 5 Source
- 6. AND SOCIAL MEDIA ADDS A LAYER OF COMPLEXITY
- 7. WITH INFINITE # OF CHANNELS VS FINITE ATTENTION Source. Volume of channel is an estimate
- 8. ATTENTION SPAN PER CHANNEL LEADING TO 0
- 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. SO WHY IS 1 APP TAKING THE TRAVEL MARKETING WORLD BY STORM?
- 11. FROM AGE GROUP POV SAME AS TWITTER & TUMBLR
- 12. OR IS IT BECAUSE OF ITS LARGE USER BASE?
- 13. IS IT BECAUSE OF ITS VISUALS OR BECAUSE IT FEEDS YOUR NARCISSISM? Report worth reading
- 14. BECAUSE IT BRINGS A “REAL” FEEL ABOUT YOUR BRAND? Hilton ‣ User Generated Content adds real, snackable content Source
- 15. IS IT BECAUSE IT HAS A BIG INFLUENCER COMMUNITY?
- 16. PERHAPS BECAUSE USERS ENGAGE 10X MORE THAN FB
- 17. ORGANIC REACH ON FB… SWEET DAYS, WASN’T IT?
- 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. K, SO INSTA IS GOING DOWN, WHAT ABOUT SNAPCHAT? #HuntingMillenials
- 20. IS SNAPCHAT LIKELY TO BE THE NEXT BIG THING?
- 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. 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. THANK YOU!