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
Discussioncomments powered by Disqus
More from #DTTT
In September we present:Think Sustainably with Helsinki Marketing
The city of Helsinki is determined to reduce emissions by 60% by 2030 and to be completely carbon neutral by 2035. Find out how the city is implementing initiatives to achieve this goal.#think sustainably #sustainable destination #sustainable tourism #Helsinki
In August we present:Designing Sustainable Destinations
How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.#sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
In July we present:5 Questions with Tourism Ireland
Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]#film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
In July we present:Buenos Aires Tourist Intelligence System
We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.
In July we present:How to Gamify the Visitor Experience
At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.#gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]