4
TMR OUTLOOK ON SOCIAL MEDIA
KEY
FINDINGS
Still, agents have a feel for what type of content
is most effective,
WITH PICTURES FROM
THEIR OWN TRAVELS, BEAUTIFUL TRAVEL
PHOTOGRAPHY
AND
SPECIAL
OFFERS
RANKING HIGHEST.
EIGHT IN 10 AGENTS SAY THEY GET AT LEAST ONE
BOOKING PER MONTH FROM FACEBOOK
compared
to just a third (33%) from Instagram, 20% from
LinkedIn, 16% from Twitter and 13% from YouTube.
Agents are still feeling their way – 62% said
they don’t know what SEO is or weren’t sure,
and most don’t use analytics, although they
are diving in –
OVER TWO-THIRDS USE
VIDEO IN THEIR SOCIAL MEDIA AND 80%
HAVE BUSINESS PROFILES ON FACEBOOK.
FACEBOOK IS THE PLACE AGENTS POST MOST
FREQUENTLY,
with 42% updating content at least 10 times
per month compared to 18% for Instagram, 10% for Twitter
and dropping off from there. At the same time 24% of
agents post at least one video to YouTube each month.
THE TOP REASON AGENTS ARE USING
SOCIAL MEDIA (87%) IS TO GET NEW
CUSTOMERS
while 77% say they use the
platforms to position themselves as experts
and 74% say it’s a tool to market to existing
customers.
ONLY HALF OF RESPONDENTS RUN PAID ADS, WITH
FACEBOOK BEING THE TOP CHOICE
by a five-to-one
margin over second place Instagram (50% to 10%).
While 35% of agents said they don’t or can’t
track sales from social media, those that do say
there is a big payoff with
11% REPORTING THEY
GENERATED OVER $100,000 IN BUSINESS
DURING THE PAST 12 MONTHS
and 29% saying
they realized sales of at least $25,000.
IN TERMS OF USAGE, FACEBOOK IS UBIQUITOUS
WITH 97% OF RESPONDENTS PARTAKING, WITH
INSTAGRAM (60%) AND LINKEDIN (59%), PERHAPS
SURPRISINGLY, ROUNDING OUT THE TOP THREE
SOCIAL MEDIA PLATFORMS.
These three were also
rated as being the most important for their business.
FOR BUSINESS, ADVISORS AND AGENCIES
ARE MOST LIKELY TO FOLLOW SUPPLIERS
(81%),
followed by clients (70%), and trade
media (51%).
85% OF RESPONDENTS
(owner/managers and advisors)
SAID EITHER THEY OR THEIR AGENCIES USE SOCIAL
MEDIA FOR BUSINESS PURPOSES.
NEARLY 90% SAY SOCIAL MEDIA IS VERY/SOMEWHAT
IMPORTANT TO THEIR MARKETING PLANS,
with about
half saying it is very important. Over 40% have a formal
plan for social media marketing.