The #DTTT met Jeremy Jauncey, founder & CEO of Beautiful Destinations, who will be joining us on stage at #DTTTGlobal - Disrupting the Future Destination, on the 1st & 2nd of December in Brussels. In this talk, Jeremy will be sharing essential know-how on steps to success both social and truly understanding what’s important in social media content strategies. Jeremy will be sharing the deep knowledge that he and his team have garnered through their own success and success of building other travel brands.
Tell us a little bit more about yourself
I'm a serial technology entrepreneur and investor and founder/CEO of Beautiful Destinations. I'm passionate about technology, travelling, entrepreneurship and health and spend most of my time doing anything related to this! I'm a passionate believer in the power of social, visual story-telling and its impact in spreading positivity and travel inspiration.
What is Beautiful Destinations?
We are the award winning creative agency behind the largest travel and lifestyle community on Instagram, Facebook and Snapchat. We have an audience of over 11 million people, in 180 countries and create campaigns for some of the world's biggest and best travel brands, tourism boards and NGO's. Our mission is to inspire and celebrate the beauty of the world, through visual storytelling of our people, places and experiences. Everything we do is focused on creating "social first" content- content shot specifically for social (not traditional) media. By focusing on photography, drone and video (regular, vertical & 360) content creation for a mobile, millennial audience we've been helping clients to generate a return on social media through visual story telling and data.
Why should destinations be on Instagram and how should they approach it?
Social media is the future of communication and as we know that more and more travellers turn to Instagram for inspiration before their travels it's essential to understand how to use the platform and how best to market to todays consumers. Come and see my talk and I'll tell you all about how to approach it!
In your opinion, what is the key to social media success?
High quality, "Social-First" content. Too many brands take the content they shot for traditional media or above the line campaigns and post it onto social media as an after thought. To succeed on social and drive business results you need content that was created for that medium.
What is Beautiful Destination's approach to creating and distributing visual content?
We have our own in house team of social first content creators. Some of the most talented photographers, videographers and drone operators who create our client campaigns. We also have the largest travel audience on social to distribute the content we create- as we post our client content across the Beautiful Destinations portfolio we are able to generate real data on what works and what doesn't.
How do you measure and analyse the performance of social content?
Our business marries art with science - content creation with visual analytics. Using convolutional neural networks and bayesian statistical modelling we are uncovering the visual fingerprint of images and video, to help clients create more engaging and better performing online advertising campaigns. Over half our employees are data scientists and we have built our own proprietary measurement & analytics tools. Not only do we measure what we post on our own channels, we also buy Instagram & Facebook ads for our clients to analyse the return on paid media as well.
What are some key insights you think destinations should be aware of?
Building a strong presence on the visual social networks is no longer about just likes and comments. Real business value is being driven by brands that invest in social properly, have a strong social first content strategy and use data to inform their decisions. I think this will continue to grow and as travel brands have historically been slow to adopt social, there are so many insights they could learn.
How do you determine the ROI of content on Instagram?
Top of the funnel brand awareness metrics (comparable to traditional ad dollar spend) like audience reach, impressions and engagements are the simplest but real ROI is measured through tying in content campaigns to traffic, bookings and revenue. This is what we do with our strategic clients.
What opportunities do you see for destinations on Instagram which they are currently not tapping into?
There are too many to list!
Why should destinations not miss your presentation at #DTTT Global?
I'm going to explain how we used content to build the audience we did, how destinations can do exactly the same thing and how they can use data to inform their social campaigns and then use the performance of those campaigns to inform the whole of their marketing strategy
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