how to upload a picture with banner on expedia
Equally the globe's largest travel company, Expedia helps millions of travelers book everything from flights and hotels to rental cars and excursions.
Every bit a top booking site, Expedia understands the need to build spider web experiences that aren't just convenient, merely too engaging and relatable on a local level. For Expedia Singapore, that meant tapping into the captivating authenticity of user-generated content (UGC).
"Considering user-generated content is created by real travelers, information technology'southward much more relatable than what a brand can produce," said Rebecca Pinnavanam, SEO Specialist at Expedia Singapore.
Expedia wanted to run a competition where travelers could easily submit photos on social media for a chance to win a free trip. However, this presented 1 big problem for the SEO team: if people submitted images on third-party social networks, that wouldn't do anything to amend on-folio analytics for Expedia'south website domain – which is where their success is measured.
"All the traffic and date we drive with these types of campaigns need to be on our website to benefit our domain. If everything is on social media, that'south an external channel. We needed to bridge the gap between social media and on-page SEO."
Even though Expedia's team loved UGC, they couldn't run social-driven contests because of the interruption it caused with their SEO goals. To span this gap, Expedia chose Stackla to ability this contest and help them achieve their broader SEO and content goals:
- Drive on-page activity: pageviews, links, etc.
- Broaden awareness and engage audiences in Asia
- Create a high-quality library of UGC for futurity promotions
"Travel is such a big thing on social media, peculiarly with Millennials. With this campaign, nosotros wanted to keep them engaged with the make so they experience like Expedia 'gets it.'"
Launching the #EyeWanderWin Travel Photography Contest
Looking to engage travelers but likewise expand their creative asset library with compelling images, Expedia partnered with Oppo, a smartphone manufacture, and Klaud9, a startup focused on providing stock photography representative of Asia's multifariousness, to launch the #EyeWanderWin travel photography contest.
They chosen on travelers with 'the hunger to wander, the eye for photography and a grin that lights up the world' to submit their best travel shots via straight upload or Instagram using the hashtag #EyeWanderWin. By doing so, they'd be entering to win not only a gratuitous trip to a mystery destination, just also a free Oppo smartphone and a travel photoshoot with a professional lensman.
Over the three week open up contest, they promoted the competition on Oppo, Klaud9 and Expedia's Instagram accounts and blogs, every bit well as across Facebook ads and in-movie house ads throughout Singapore. Every bit new photos were submitted, Expedia used Stackla to showcase them across their campaign landing page and blogs.
"Stackla made it easy for people to submit and share UGC in a way that'due south comfortable for them, while, at the same time, benefiting our site." Rebecca Pinnavanam, SEO Specialist at Expedia Singapore
When the contest airtight, over 4,350 traveler photos had been submitted and iii sets of winners were chosen.
"With this competition, we were able to get photos from people in places they truly care about visiting, and they were unique. We also saved on attaining quality photos that featured 'real people' and were unique enough to exist differentiated from the stock photos used by ten other companies," Rebecca said.
Generating More UGC from Contest Winners
Expedia hosted an effect for the winners to reveal the mystery destinations they had each won. One winner got sent to Penang, Malaysia, another to Bagan, Myanmar and the last got to island-hop the idyllic Koh Kood and Koh Chang islands in Thailand.
At the event, each winner also received their gratis Oppo photographic camera phone along with other travel swag. Naturally, each of the winners immediately started sharing more social posts about winning the competition – kicking off the serial of photos they'd be publishing while enjoying their winnings.
Once they embarked on their travels, each winner was asked to take and share photos of all the nutrient, selfies and activity at their travel destinations – guaranteeing a continued stream of cracking, various UGC. Non to mention, each set of winners got professional travel photos taken by the folks at Klaud9.
As function of the terms and agreements on the contest, all photos taken on the winners' trips were gratis for Expedia, Oppo and Klaud9 to use in future promotions. Upon their return, the winners and Klaud 9'southward photographers submitted a total of 800 fresh quality photos to Expedia captured from the 3 trips.
For Expedia Singapore in particular, this content was critical in creating a more localized and personal online booking environment. Equally Rebecca put it, "We want the local Singaporeans to be able to relate to our content. We want them to say 'this brand understands me; they understand what I like when I travel.'"
"With this large library of authentic traveler content, we tin can better localize our online experiences for our Asian markets," Rebecca said.
[clickToTweet tweet="Using @Stackla, Expedia built a large library of authentic traveler UGC to help localize spider web experiences" quote="Using Stackla, Expedia built a large library of authentic traveler UGC to help localize web experiences"]
This can be especially important in the unique markets across Asia, where specific experiences that are tied to travel, like food, are very of import. "Because we're a travel company, we don't normally create content around food. Yet, food is an important part of traveling for many people in Singapore and Malaysia… so there'southward a gap there that UGC tin be really effective at filling."
"So far, we've been actively building our inspirational, localized travel blogs every bit the avenue to answer the specific interests of each market in Asia. Nosotros started with Singapore's travel blog, nosotros at present have 8 across Asia and keep to think of ways to better represent local interests and holidaying habits. UGC is a nifty way to layer on and create a peer influenced feel by featuring everyday travelers," Rebecca added.
Expanding Expedia'south Influence and Driving Results
With this ane campaign, Expedia received over 4,350 photo submissions, providing a large library of loftier-quality, authentic images for them to tap into for future webpages, advertisements and campaigns. Non to mention, they were able to organically attract travel influencers to their site.
"Each travel influencer in Singapore has agency representation and typically charges a lot of money to publish a single post about your make on their Instagram," Rebecca said. "With #EyeWanderWin, we were able to go a Singaporean travel influencer with over 130K followers to post 2 photos with our campaign hashtag for free considering she wanted to win. The fact that nosotros were able to attract these kinds of influencers at little cost simply considering they engaged with the campaign message and our business was an added benefit for us."
[clickToTweet tweet="Expedia improved blog traffic by +34% by featuring #UGC images from their #EyeWanderWin campaign" quote="Expedia improved blog traffic by +34% by featuring UGC images from their #EyeWanderWin campaign"]
Some other key consequence for Expedia? They were able to ameliorate web log traffic by over 34 percent month over month by featuring the UGC images people were submitting for the competition. Additionally, they grew their number of domain links – a critical factor for strengthening a website's search ranking and authority.
"Stackla helps me do things at calibration. Typically, campaign evolution requires a lot of time and resource: writing content, finding relevant images, etc. But with Stackla, we are able to tap into resource that are already out at that place."Rebecca Pinnavanam, SEO Specialist at Expedia Singapore
Going forward, Rebecca and her squad are planning to launch more than campaigns with Stackla focusing on farther personalizing spider web experiences for their various target audiences.
To learn more about how Stackla tin help your make concenter, engage and catechumen travelers with user-generated content, fill out the request demo form below.
Source: https://stackla.com/resources/case-studies/expedias-eyewanderwin-campaign-engages-travelers-boosts-web-performance-authentic-user-generated-content/
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