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#arivalevent
Social Commerce for In-Destination Experiences
#arivalevent
GERRIT KRUGERPartner & Managing Director
Chameleon [email protected]
WORKSHOPSocial Commerce for In-Destination Experiences
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SOCIAL COMMERCE FOR IN-DESTINATION EXPERIENCES
Using the power of social commerce to promote your business
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//
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THE STATE OF SOCIAL MEDIA// Which social media channels are out there and how important are they?
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SOCIAL MEDIA IS EVERYWHERE//
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SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION//
Hootsuite, we are social, 2019
99% 99% 99% 99%96% 96%
89% 87% 87% 87% 86% 86% 86% 85% 85% 84% 84% 83% 82% 81% 80% 80% 80% 78% 77% 75% 74%71% 69% 69% 69% 67%
60% 59% 58% 57% 57% 57%54% 53% 52%
30% 29%24%
19%
Mal
aysia
Phili
ppin
es
Taiw
an
U.A
.E.
Arge
ntin
a
Sout
h Ko
rea
Sing
apor
e
Hong
Kon
g
Saud
i Ara
bia
Mex
ico
Colo
mbi
a
Thai
land
New
Zea
land
Aust
ralia
Swed
en
Chin
a
U.S
.A.
Denm
ark
Irela
nd
Braz
il
Viet
Nam U.K
.
Turk
ey
Cana
da
Belg
ium
Net
herla
nds
Port
ugal
Indo
nesia
Spai
n
Fran
ce
Japa
n
Italy
Mor
occo
Switz
erla
nd
WO
RLDW
IDE
Russ
ia
Aust
ria
Egyp
t
Pola
nd
Sout
h Af
rica
Germ
any
Indi
a
Ghan
a
Keny
a
Nig
eria
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99% 99% 99% 99%96% 96%
89% 87% 87% 87% 86% 86% 86% 85% 85% 84% 84% 83% 82% 81% 80% 80% 80% 78% 77% 75% 74%71% 69% 69% 69% 67%
60% 59% 58% 57% 57% 57%54% 53% 52%
30% 29%24%
19%
Mal
aysia
Phili
ppin
es
Taiw
an
U.A
.E.
Arge
ntin
a
Sout
h Ko
rea
Sing
apor
e
Hong
Kon
g
Saud
i Ara
bia
Mex
ico
Colo
mbi
a
Thai
land
New
Zea
land
Aust
ralia
Swed
en
Chin
a
U.S
.A.
Denm
ark
Irela
nd
Braz
il
Viet
Nam U.K
.
Turk
ey
Cana
da
Belg
ium
Net
herla
nds
Port
ugal
Indo
nesia
Spai
n
Fran
ce
Japa
n
Italy
Mor
occo
Switz
erla
nd
WO
RLDW
IDE
Russ
ia
Aust
ria
Egyp
t
Pola
nd
Sout
h Af
rica
Germ
any
Indi
a
Ghan
a
Keny
a
Nig
eria
SOCIAL MEDIA PENETRATION OF ELIGIBLE POPULATION//
Hootsuite, we are social, 2019 © 2
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Cham
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// Which social media channels should I pay attention to?
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THE TOP 18//FACEBOOK
2,271
YOUTUBE1,900
WHATSAPP1,500
MESSENGER1,300
WECHAT1,083
INSTAGRAM1,000
QQ803
QZONE531
TIKTOK500
SINA WEIBO446
REDDIT330
TWITTER326
DOUBAN320
LINKEDIN303
BAIDU TIEBA300
SNAPCHAT287
PINTEREST250
LINE194
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CHINA – MOST ACTIVE SOCIAL MEDIA PLATFORMS//
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JAPAN – MOST ACTIVE SOCIAL MEDIA PLATFORMS//
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MALAYSIA – MOST ACTIVE SOCIAL MEDIA PLATFORMS//
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SINGAPORE – MOST ACTIVE SOCIAL MEDIA PLATFORMS//
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SOUTH KOREA – MOST ACTIVE SOCIAL MEDIA PLATFORMS//
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THAILAND – MOST ACTIVE SOCIAL MEDIA PLATFORMS//
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VIET NAM – MOST ACTIVE SOCIAL MEDIA PLATFORMS//
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DON’T LOOK AT “WHERE”, LOOK AT “WHO” & “WHAT”
//
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11%
13%
7%
5%
3%2%
4%
16%
19%
9%
5%
3%2%
13 - 17 years old 18 - 24 years old 25 - 34 years old 35 - 44 years old 45 - 54 years old 55 - 64 years old 65+ years old
Female Male
SOCIAL MEDIA AUDIENCE PROFILE//
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Pew Research Center, 2018
60%
PURCHASE WHAT MAKES
THEM FEEL GOOD
PREFER EXPERIENCES
50%
LIKE SHARING ON SOCIAL
MEDIA
86%
LIKE TO SHOP
LOW BRAND
LOYALTY
85%
TRUST USER GENERATED CONTENT
50%
SEEK RELEVANCY
MILLENNIALS WANT RELEVANT STORYTELLING//
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PEOPLE TELL STORIES.THEY WANT TO GET INSPIRED ANDCREATE THEIR OWN EXPERIENCES.
// Some things never change
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Cham
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// Let others tell your story
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Regardless of what you choose
People are skilled at ignoring marketing and rarely change their mind.
Ads don’t work the way they used to
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Brand-generated content is being
IGNORED
Content created by brand is perceived as less
authentic than content generated by users
CHALLENGES
Brands are spending more
Year-over-year increase in brand created content
3x
For less return
of all brand created content gets notices
5%
Source: Beckon Research
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User-generated content is being NOTICED
Content created by brand is perceived as less authentic than content generated by
users
IMPACT OF USING USER-GENERATED CONTENT
Strengthen consumer trust
of consumer trust earned media more than owned
media
92%Drive sales
of purchase decisions are peer influenced
81%
Source: Nielsen Source: Forbes
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pieces of visual user-generated content are shared every day3.1billionTHE OPPORTUNITY
Nielsen, 2019
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Getting visitors and locals to
(and generate awareness for you)share their stories
Emotions which trigger to get people to share:• Achievement• Pride• Truly helpful• Self image• Incentives (contests)
Increasingly people prefer to share specifically within groups with the interest/community
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KEEP YOUR CLIENTS ENGAGED//
THROUGH STAFF
Train your staff to talk to the guest and to ask them to tag you
THROUGH COLLATERAL
Produce simple communication pieces to tell your guests what to
do
THROUGH COMS
Ask your guests to tag their visual content in communications with them, such as mailers, screens.
Social Media, etc.
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PARTNER TO BENEFIT FROM COLLABORATION
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SOCIAL COMMERCE// Converting at “Point of Inspiration”
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No conversion point on Social Media
You don’t own you customer on Social Media. You are only renting your space on platforms like Facebook, Twitter, Instagram, YouTube, and Pinterest.
“Driving sales with Social Media
= Integration at the point of conversion
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Your website
1. Customers visit website looking for products/ services to research/ purchase
2. Customers are driven off-site via social media to engage with the brand by reading reviews, viewing images, etc.
3. Customers comment, share, write reviews…stories about your brand/products/service develop.
4. Social stories are inserted at all points of buying funnel and lead to greater brand engagement and sales.
77% of consumers read reviewsBefore making a purchase.
Email Advertising
Landing Page Editorial
USER GENERATED CONTENT PUBLISHED TO ALL YOUR MARKETING CHANNELS
WEBSITE
TRANSACTION
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CONSUMER PURCHASING DECISIONS ARE INFLUENCED BY SHARED VISUAL CONTENT
SOCIALCOMMERCE
PEOPLE ARE 6 TIMESMORE LIKELY TO BUY
$
Gartener Research, 2017
$
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Our ENWOKE technology leverages existing consumer behavior to increase engagement, drive brand exposure and revenues.
Existing user behavior
ENWOKE impact
Consumers take photos,…
…tag, and share on own social media.
Media gets aggregated into websites.
Other consumers get inspired by content,…
… have direct purchasing links generating revenue,…
Businesses see the value to motivate consumers via marketing automation tools
…and direct access to additional information generating engagement.
Other consumers get inspired but don’t have direct purchasing access
BUILDINGEXPOSURE
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Cham
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// Integrated UGC & Collaboration
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Use the power of many to build powerful and sustainable campaigns in collaboration with partners. The GMS has a strong network of experiences. This creates millions of shared moments through a strong network of micro social media contests , showcasing the diversity and strong appeal of the GMS by building a cloud of content that increases the awareness of the region internationally.
The more you engage your customers and connect to other experiences, the more exposure you will get online, the more bookings you will receive in the future, and the more the region will be promoted as a result.
COLLABORATIVELY PROMOTINGTHE GREATER MEKONG SUBREGION
CAMBODIA CHINA (PRC) LAO PDR MYANMAR THAILAND VIET NAM
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Cham
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// Mekong Mini Movie Festival
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2018 RESULTS
© 2019 M
ekong Tourism Coordinating O
ffice, All rights Reserved
2019 TIMELINE
© 2019 M
ekong Tourism Coordinating O
ffice, All rights Reserved
NOW | #MekongMinis are open for submissions31 October 2019 | Submissions closeNovember 2019 | Shortlisting and JudgingDecember 2019 | Announcement of winners
BENEFITS TO BUSINESSES
© 2019 M
ekong Tourism Coordinating O
ffice, All rights Reserved
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