Travel Trends – Deltalina, YouTube, Michigan, Wealthy Consumers
That oh so cute line from the Atlanta Journal Constitution is in reference to the increasing publicity that Delta and more specifically, Katherine Lee (Delta + Angelina (Jolie) = Deltalina…which was thankfully not coined by yours truly) is receiving from the mainstream media and YouTube. Our friends over at Under the Wing premiered the new in-flight video on the blog February 20th via YouTube. The new in-flight video was probably not the most interesting video on paper, but communicating this new video (or any new or ‘exclusive’ content) to a loyal group of users via a blog is an ideal way to build consumer trust and loyalty (and having Katherine in the video does not hurt). Plus, posting the video on YouTube extends the reach of the spot beyond the blog…7 comments on the Delta blog, 624 on YouTube. Not to mention over 400,000 views and national media coverage.
Which brings us to an interesting point, how does Delta measure all of that coverage?
There are several ways to address that question…number of comments, views, time spent, traditional media coverage, etc. But I would be interested to know if Delta is looking at this viral campaign as a way to sell seats or as another piece in building the new Delta brand.
YouTube Launches Insight – Google has introduced a free YouTube tool that will provide those who post clips — whether they are semiprofessionals or media conglomerates — with deeper insights into when, where and how often their videos are viewed. Using YouTube Insight, publishers can analyze the viewing patterns of individual videos far more thoroughly than in the past, when only total views and users ratings were available. For example, with the new tool, any content producer who posts videos on YouTube can examine which days of the week or hours of the day traffic spikes; which U.S. states account for the most viewing streams; and how long particular clips remain popular.
Michigan Rolls Out New Design – The team up in Michigan has launched a new design for Michigan.org. The new look is clean and uncluttered, plus easy to read. The large image in the background is a nice touch, and one that we have seen in a couple other state-level sites. However, the biggest change is breaking away from the Michigan Economic Development Corp’s website. No need to tell travelers about the great tax breaks for opening a diner in Lansing…just get them to the state first.
Wealthy Consumers – Some good stats from the Center for Media Research on Wealthy Consumers and social networking sites:
According to The Luxury Institute’s latest WealthSurvey, the participation of wealthy online consumers in social networks dramatically increased to 60% in 2008, from 27% in 2007. Participation levels of online wealthy consumers in leading social networks are 16% for MySpace, 13% for LinkedIn, and 11% for Facebook.
A national sample of 805 wealthy American consumers, with an average income of $287K and average net worth of $2.1 million, was surveyed online. According to the report:
- The wealthy average membership in 2.8 social networks, with an average of 110 connections.
- They are intolerant of opt-out techniques, with 65% saying that having their personal data given out without permission would cause them to disconnect; 63% have an interest in “do not track” lists.