Online Travel Communities session at the 2013 E-Tourism Africa Summit by Jerome Touze Co-founder of Wayn.com

1. www.wayn.com
The Travel Social Network

2. •The world’s largest travel and lifestyle social
network with 22 million members
•WAYN is a Social Recommendation engine
•We influence travel and buyer decisions and
promote new destinations, activities and interests
around the world!
WAYN.com [Where Are You Now] – Who we are:

3. UserUser
Our Journey so far… WAYN – 2003 to 2005

4. UserUser
Our Journey so far…
2005
•Grew to 1m users in 6 months
•Raised $11m Series A
2006-2007: Jerome decides to
go full time
Summer 2009
Brand review with
aspirational focus
Jan 2011
•Site re-launch to drive
engagement
•Reached profitability
•17m members
2012-2013
22m users, 19m visits
Total Visits (Millions – 60 days)
2006-Q4FY08
30m
25m
20m
15m
10m
2005 2006 2009 2011 2012 2013

6. Our platform attracts the largest Airlines, Travel Companies, Tourism Boards
and Lifestyle brands
Some of our partners:

7. • 22 million registered users
• Growing by up to 4,000 new registered users daily
• Over 19 million visits in the last 60 days alone
• 85 million page views per month
• 30 million photos – growing by over 25,000 new photos daily
• 70,000 trips, activities, tips and reviews added daily
• Over 1 million messages and rates sent every day
WAYN IN NUMBERSWAYN in numbers:

8. 58% travel for Adventure, Beach & Cultural Experiences
Gender Split: Male 60% | Female 40%
Age Breakdown: 18-39: 69% | 40 - 49: 17% | 50+: 14%
Three quarters in full time employment
Over 70% college educated or higher
75% book their travel itinerary online
8MM Trips planned. 53% travel 1-2 times, 19% over 5 times per year
Our users – who are they:

9. We are the only media platform focused on intentions:
we know where our users want to go and what they are
interested in doing…
OUR UNIQUE VALUE PROPOSITIONWhy we are unique:

10. Now, let’s look at the travel funnel…
OUR UNIQUE VALUE PROPOSITION

11. ASPIRATION STAGE
RESEARCH STAGE
BOOKING STAGE
GO! SHARING

15. • Our users are on WAYN to be
inspired
• Our Auto-Add Friend Request is
an alert sent to the user as a
recommendation once the user
visits your page
• Once connected, the link
between your company and the
user remains in perpetuity
• Upon accepting users are taken
to the branded profile
Discover America has added you as a friend
Auto-Friend Request

16. This allows your brand to build a strong user base
quickly
South Africa Tourism is a great example of that:
OUR UNIQUE VALUE PROPOSITION

17. UserUser
January 2010: 359 Fans of South Africa

18. UserUser
January 2011: 49,921 Fans of South Africa

19. UserUser
September 2013: 655,000 Fans of South Africa…and counting!

20. Getting users attention during the Aspiration stage
can also be done with powerful visuals…
Images are very powerful if used well
OUR UNIQUE VALUE PROPOSITION

21. OUR UNIQUE VALUE PROPOSITIONSt Helena Tourism:

22. OUR UNIQUE VALUE PROPOSITIONReunion Tourism:

23. OUR UNIQUE VALUE PROPOSITION
Over 91,000 fans in 10 days alone

24. So I have thousands of fans…
Then what?
OUR UNIQUE VALUE PROPOSITION

25. • Data is extremely powerful…
• Instead of applying a one size fits all marketing approach…
• You must look at Customer Segmentation
• Building an audience and understanding what they want is a
great starting point:
WAYN IN NUMBERSThe power of data:

26. PIVOT TABLE
• Having a fan base of 650,000 fans in the case of South Africa Tourism is impressive
• But their ability of understanding what the Chinese, Male, 55+ is interested in doing
versus the German Traveler, 35-45 female, is even more compelling

27. This opens the door to Direct Performance
Targeting capabilities, and much more…
Branding, Competition Integrations, Lead
Generation etc
OUR UNIQUE VALUE PROPOSITION

29. Social Media is not just about the Aspiration…
It is about Sharing and Engagement
OUR UNIQUE VALUE PROPOSITION

30. •Our Latest Social Opinions Engine was recently
launched
•And enables live social recommendations in
each Destination globally
OUR UNIQUE VALUE PROPOSITION

31. WAYN IN NUMBERSQ&A
Users can ask any question about Bali

35. So far, in the last 4 weeks since launch:
OUR UNIQUE VALUE PROPOSITION

37. It makes our life a lot easier to measure
the success of your online campaigns!
OUR UNIQUE VALUE PROPOSITION

38. Illustration of performance measurement: COST PER ENGAGEMENT
CPE in ZARCPE decreased by 20%
CPE decreased by 83%
Followers

39. •Social Sharing can also be turned into a powerful
media asset…
•And a scalable content platform
OUR UNIQUE VALUE PROPOSITION

40. •We have just launched STORIES.WAYN.COM
•Next Step: our own Academy..
•Through Gamification and Incentives, users
create their own articles
OUR UNIQUE VALUE PROPOSITION

41. OUR UNIQUE VALUE PROPOSITION

42. OUR UNIQUE VALUE PROPOSITION
Already read over 45,000 times in just a week!

43. •Get alerted when your brand is being talked
about
•Stimulate engagement through competition: e.g
the top 7 safaris of the world
•PR Potential is huge…
OUR UNIQUE VALUE PROPOSITION

45. Jerome Touze
Co Founder
WAYN.com
Jerome@wayn.com
@jerometouze