social media content analysis of the travel, tourism and hospitality industry
DESCRIPTION
Results of an exclusive Oct 2011 study by Travelshake.com analysing, categorising and ranking the different social media content themes posted by over 1200 tourism business from 77 countries worldwide via the Travelshake.com platform. Launched in May 2010, Travelshake.com was the world's first social media platform for the travel and tourism industry. The presentation also includes analysis of sub-sectors within the industry such as restaurants, hotels, transport and tourist boards.TRANSCRIPT
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Social Media Content and the Travel
Industry
TravelHuddle3rd November 2011
Laughlin Rigby, Marketing Director, Travelshake.com
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What are the most popular types of social media updates from the travel
industry?
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Travelshake.com: the social media curator for the travel industry
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Tour Operators
Restaurants
Hotels
Attractions
Social Media Microsites on Travelshake.com
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500+ Irish tourism businesses
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1200+ tourism businesses from 77 countries worldwide
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0
20
40
60
80
100
120
140
Fastest Growing Tourism Industry Sectors on Travelshake.com
Sector Breakdown of Businesses on travelshake.com
© Travelshake.com
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700 new posts on average to Travelshake.com every day
4 posts per business per week
213 posts per business per year
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Travelshake Report Oct 2011: Analysis of social media content from the global travel industry
Report is based on analysis of 2,000 posts from a 3 day period in October 2011
Represents 17 sectors within the travel and hospitality industry
500+ businesses from 45 countries
© Travelshake.com
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Oct 2011 Results:Social Media Content: Identified Themes
Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog
Social Media Content Themes
© Travelshake.com
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Most popular social media updatesGlobal Travel Industry by category
eventsproduct marketing
offerspeer recommendations
local tourism infophotos
user interactionscompany PR
competitionsindustry news
blogquestionsgreetings
press articlesweather
videostips & advice
fun postsreviews
menucheck-ins
newsletter
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%
© Travelshake.com
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Most popular social media updatesIrish Vs Global Travel Industry
events
product marketing
offers
competition
photos
peer recommendation
greetings
company PR
local tourism info
questions
user interaction
videos
industry news
fun posts
tips & advice
blog
press article
reviews
weather
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
global
Ireland
© Travelshake.com
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Social Media Updates by Hotels
event; 15%
offer; 14%
competition; 12%
local tourism info; 10%question; 8%
photo; 7%
product marketing; 6%
user interaction; 5%
peer recommenda-tion; 3%
review; 4%greetings; 4%company PR; 3%
menu; 3%blog; 2%
funny; 1%press article; 1% video; 1% weather; 1%
© Travelshake.com
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Social Media Updates by B&Bs
product marketing;
26%
photos, 16%
peer recommendation; 15%
greetings; 7%
blog; 5%local tourism
info; 5%
review; 5%
video, 5%competition; 4%
user interaction; 4%
company PR; 3%offers, 3% press article; 2%
question; 1% tips & advice; 1%
© Travelshake.com
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Social Media Updates by Hostels
events; 18%
local tourism info; 17%
blog; 13%video; 13%
tips & advice; 11%
user interaction; 7%
funny; 6%offer; 5%
competi-tion; 4%
product marketing, 3%weather; 2% Greetings, 1%
© Travelshake.com
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Social Media Updates by Restaurants
menu; 12%event; 11%
blog; 10%
tips & advice; 9%
offer; 8%photo; 7%greetings, 6%
competition; 6%
peer recom-mendation; 6%
product market-ing; 5%
local tourism info; 4%
press article; 4%company PR; 3%
industry news; 3% question; 2%video; 2%weather; 1%
© Travelshake.com
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Social Media Updates by Tourist Boards
events; 26%
peer rec-ommenda-tions, 18%
local tourism info; 12%
industry news; 9%
user interaction; 9%
question hal-loween; 6%
video ; 6%press article; 4%
weather; 4%offer; 3% photo; 3%
© Travelshake.com
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Social Media Updates by Transport Co’s
product marketing; 32%
weather news; 14%industry news; 14%
user interaction; 11%
press article; 7%
local tourism info; 6%
blog; 5%offer; 2%
peer rec-ommenda-
tion; 2%
photo; 2%question product; 2% video; 2%
© Travelshake.com
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Conclusion & Recommendations for tourism businesses when posting updates
Use rich media when possibleRun competitionsCreate exclusive social media offersTalk about local tourism newsAsk questions and interact, build a communityDon’t over-promoteInteract with complimentary businessesLink to newslettersFeature upcoming eventsPost tips & advice on your specialist areas
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