Spoke at eTourism Summit on a panel on "Social Media to Drive Content Marketing." My topics were Snapchat and Vine with travel brands.

1. M I L L E N N I A L M A R K E T I N G
SNAPCHAT & VINE
Social Media Driving Your Content Marketing

2. WHAT ARE SNAPCHAT & VINE?
Snapchat is a mobile messaging tool
• 10 seconds or less
• Create individual snaps or Snapchat story
• Photo and video. Add emojis, doodles, text
Vine is a short form video sharing service
• 6 seconds or less
• Integrated with Twitter
• Options to revine & view loop count
• YouTube vs. Vine

3. VINE: BRAND & USER-GENERATED CONTENT
Brand: Virgin America
20,600 Followers & 405k loops
UGC: Thomas, DisneyParks revine
1000 likes & 27k loops

4. SNAPCHAT: BRAND & USER-GENERATED CONTENT
Brand: W Hotels
Custom Snapchat Filters UGC: TechCrunch Editor

5. WHY REACH MILLENNIALS THROUGH
SNAPCHAT & VINE
• Authentic & Genuine
• Engaging & Quick
• Love creative user-generated content
• Millennials hate being advertised to –
entertain them!

6. WHAT MILLENIALS HAVE TO SAY
“I was drawn to the social engagement loop and ephemeral appeal of the network. I
like a social network that treats content as disposable.”
"At least 20 snaps a week but when I go do really cool stuff, I have a sweet Snapchat
Story. Some friends and I only communicate via Snaps, we snap everyday, just
random updates and pictures. I like sharing weird things I see when I'm out, videos of
friends being funny, photos with text that I'll post as stories when I have news to share,
or ugly selfies. When you get ugly selfies from someone, that's how you know you're
good friends.”
“Young people like to communicate with content that only we will understand, but it’s
more than just pop culture references. There is a whole new understanding of what’s
share-worthy that, intentionally or not, Vine does a good job of alienating older people
and affirming an identity among millennials."

7. 5 WAYS TRAVEL MARKETERS ARE USING
THESE CHANNELS
1. Provide Access to Live Events
2. Surprise and Delight Customers
3. Offer Contests, Perks, or Promotions
4. Take People Behind The Curtain
5. Partnering with Influencers

8. THANK YOU!
Any Questions?
Learn more on Engadget
&Social Media Examiner