Recently Instagram passed Twitter in daily (US) mobile users, while UK digital camera sales are down 29%. Both relate to the growth of the so-called 'visual web', which is in turn driven by the growing adoption of smartphones. Head Rabbit Dirk Singer (@dirktherabbit) gave a talk on the subject at the annual 'World Routes' conference in Abu Dhabi. Though the presentation cites airline examples, its applicable for just about any industry sector

1. !ickr.com/photos/horiavarlan
Dirk Singer
Twitter - @dirktherabbit
THE WEB IS GETTING MORE VISUAL
What it means for you and what you should do about it - 1 October 2012 #worldroutes

2. I like stats I’m a Rabbit I take pictures with my phone
THREE THINGS ABOUT ME
http://about.me/dirktherabbit

3. Which sites should be on What should you be
The backstory
your radar? doing?
WHAT I’M GOING TO TALK ABOUT TODAY

4. eyeem.com/p/1023306
"Blogs were one of the earliest forms of social networking
where people were writing 1,000 words. When we moved to
status updates on Facebook, our posts became shorter. Then
micro-blogs like Twitter came along and shortened our
updates to 140 characters. Now we are even skipping words
altogether and moving towards more visual communication
with social-sharing sites like Pinterest."
Dr. William J. Ward, Social Media professor at Syracuse
University
“THE VISUAL WEB” - A SHIFT IN USER BEHAVIOUR

5. #airport - 600k+
#airports - 10k+
#airportlife - 3000+
#airportfood - 1694
#airportfashion - 1468
#airportboredom - 300
#airplane - 436k
#airplanes - 37k
#airplanelovers - 17k
#airplaneview - 2980
#airplanewindow - 1403
@shafquat
SETTING THE SCENE - ON INSTAGRAM

6. Mobile Internet should Phone calls the 7th most popular
overtake desktop use by 2014 / activity on smartphones...social media
2015 (Microsoft) 2nd (02)
THE MOBILE WEB

7. @niki_nicolee
Already in the US and UK,
most phones are
smartphones
In 2008, six megapixels
were standard on entry
level cameras. Today’s
iPhone has eight
THE VISUAL WEB

8. Flickr - b1ur
• Digital camera sales in the UK are
down 29% (Mintel)
• Camcorder sales are also down 21%
• Facebook users post 300 million
photos a day. The equivalent of a
Flickr is added every three weeks
• Posts on Facebook that include an
album, picture or video increase
engagement by 180%, 120% and
100%
• Forty-four percent of respondents
are more likely to engage with brands
if they post pictures than any other
media (ROI research)
“THE BEST CAMERA IS THE ONE THAT’S WITH YOU”

9. A VISUAL SOCIAL MEDIA UNIVERSE
Photo-sharing sites
Video sharing sites
Story telling sites and platforms

10. Tumblr
Pinterest
Instagram
THREE VISUAL SOCIAL NETWORKS IN THE HEADLINES

11. @angellistenin @tomcrookes @wowokaditya
July 2011 - 10 million March 2012 - 27 million Today - 100 million users
users users
THE RISE OF INSTAGRAM

12. THE RISE OF INSTAGRAM
Instagram now has more
(US) daily mobile users
than Twitter.
Engagement levels are
51% higher

13. Pinterest - now the
2nd biggest driver of
social media tra!c
to sites after
Facebook
THE RISE OF PINTEREST

14. Now the world’s largest
blogging platform
THE RISE OF TUMBLR

15. @mkhalifhah @_wbz
On-board...
@toriq_achmad
They upload photos once they
At the airport
get there
THE ALWAYS CONNECTED PASSENGER

16. IN SUMMARY - WHY
SHOULD IT MATTER?
• Passengers are taking pictures of
your brand now. That’s only
going to increase
• They are using it to document
good experiences - and bad
• Travel is inherently visual. Taking
photos with your phone is a part
of online story-telling
• Online consumer
recommendations are the second
most trusted source of
information (Nielsen). Adding
images to that makes those
recommendations even more
powerful

17. A SELECTION THAT SHOULD BE ON YOUR RADAR

18. INSTAGRAM - ESSENTIAL TO HAVE A PRESENCE

19. #igerslondon - 100k+ images
#igersturkey - 100k+ images #igersabudhabi - 5771 images
INSTAGRAM’S REACH IS GLOBAL
It has relevance wherever you are

20. EXAMPLE OF AN INSTAGRAM BRAND CAMPAIGN -
from #munichairport to....

21. Vueling Virgin America bmibaby
50 million thanks #myvexperience #myeurope
OTHER INSTAGRAM EXAMPLES

22. PINTEREST - CREATE BOARDS AROUND
DESTINATIONS / EXPERIENCES

23. EYEEM - smaller than Instagram but excellent community, content

24. MOBILE VIDEO APPS - SOCIALCAM AND VIDDY
Get people to ‘live blog’ experiences

25. CINEMAGRAM AND ANIMATED GIFS - gathering a cult
following, youth brands on board

26. catturner.org brideylipscombe.tumblr.com
TUMBLR AND JUX
Accessible, visual scrapbook type content

27. k-airportfashion.tumblr.com
Tumblr is an opportunity. It is
highly visual, lends itself to
more informal content that
might not appear on your
corporate blog and is a social
network in its own right
SURPRISINGLY THERE ARE ALMOST NO INDUSTRY TUMBLRS,
BUT PLENTY OF FAN SITES

28. FOODSPOTTING - create food guides

29. AND YES - AIRLINES ARE FEATURED ON
FOODSPOTTING

30. FIVE THINGS YOU SHOULD BE DOING

31. @aero!ot
1 - Claim your ids before someone else does

32. @NKA
#narita
2 - find ouT WHAT PEOPLE ARE POSTING
WHEN WITH YOU
2 - FIND OUT WHAT PEOPLE ARE POSTING ABOUT
YOU

33. @klm
3 - DEVELOP A CONTENT PLAN
AND BE CONSISTENT - DON’T RUN A PROMOTION AND THEN DROP
THE FEED

34. @gatwickairport
4 - FIND OUT WHO THE INFLUENCERS ARE, AND LOOK
FOR WAYS TO ENGAGE

35. @easyjet
5 - MOST IMPORTANTLY
LET PASSENGERS TELL YOUR STORY BY TELLING
THEIRS

36. @hfrederick8 @leannepanner
PS - BUILD INTO CUSTOMER SERVICES!

37. !ickr.com/photos/avardwoolaver
THANK YOU FOR LISTENING!
dirk@therabbitagency.com