COMPLETE GUIDE TO SNAPCHATfor destinations

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Contents

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Introduction 3

1. Getting To Know Snapchat 4

‣ Overview‣ Glossary of Terms‣ How to Create on Snapchat‣ How to Consume on Snapchat‣ How to Chat on Snapchat

5 - 6 7 8 9 10

2. Making the Most of Snapchat on a Daily Basis 11

‣ Getting Started with Daily Snapchat Stories‣ Daily Marketing Activities‣ Daily Engaging Activities‣ Daily Use Case Study‣ What’s Your Daily Snapchat Style

12 13 14 15 16

3. Investing in Bigger Snapchat Campaign 17

‣ Potential for Snapchat Campaigns‣ Geofilters‣ Sponsored Lenses ‣ Rewards‣ Influencer Engagement‣ Analysing Snapchat Campaign Ideas

18 19 - 20 21 - 22 23 - 24 25 - 26

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4. Starting From Zero 28

‣ The Basics‣ Growing Via Traffic Management‣ Growing Via Partnership‣ Measuring Success on Snapchat

29 30 31 32

5. Inspirational Accounts 33

‣ Learn by Looking 34

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Introduction

It’s the nature of social networks that they’re first adopted by young people, and then the rest of the population follows. But that doesn’t stop it being daunting for brands as they take their first steps into this new territory.

Snapchat has been one of the most daunting networks for companies to take advantage of; likely because, although it’s counted as a ‘social network’, it’s markedly different from its predecessors.

This guide seeks to introduce destinations to the power, features and potential of Snapchat - hopefully inspiring you to take the leap and get Snapping. It’s not just for the youngsters anymore.

“Snapchat will grow 27% in 2016, surpassing rival networks. Nearly one in five Americans will use Snapchat this year.”

http://www.emarketer.com/Article/Snapchat-Grow-27-This-Year-Surpassing-Rivals/1014058#sthash.0OmFoDub.dpuf

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1. Getting to Know Snapchat

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https://blog.hootsuite.com/instagram-demographics/

Snapchat - An Overview Snapchat is one of the newest players in the social media space. But with 100 million daily active users watching 10 billion videos every day, it’s one to pay attention to.54% of users use it every single day for an average of 30 minutes, and 60% are creating content as well as consuming it. 30% of teenagers say Snapchat is their most important social network.While Snapchat is known for being for the Generation Z demographic, it’s growing in popularity among millennials and older adults. 50% of new Snapchat users are over 25, and that age group is growing twice as fast as their younger counterparts.With a range of features that grows and changes by the day, there’s a lot of potential for companies to use Snapchat as an engagement and marketing tool.Snapchat’s features are hugely influential on the social media landscape. Stories were unique to Snapchat, but recently Instagram added a Stories feature. This has caused some people to say that ‘Stories’ are a new content feature, like a hashtag, that may soon become common across many social platforms. Mastering Snapchat now could pay dividends in the future.

Must-know facts:

Snapchat has more daily active users than Twitter

Mobile only - Snapchat can’t be accessed from desktop

Snapchat is messaging first - you don’t have a permanent feed of ‘immortal’ content like we’re used to on other networks

http://expandedramblings.com/index.php/snapchat-statistics/

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Contrary to public perception, Snapchat is significantly more than private ephemeral messages. While that still remains a small part of the offering, the Snapchat experience is significantly more expansive these days.

Snapchat’s features can be confusing for people who haven’t used it before - and they are updating and adding new things all the time. This section helps you understand what those features are and when you might use them, as well as showing you the basics of how to create and consume content on Snapchat.

The best way to get to know Snapchat is to use it. If you’d like to test it out, Snapchat can be purchased from the app store for free, and currently there are no in-app purchases or upgrades required to access all content and features.

https://www.snapchat.com

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‣ Snap A Snap is the name for the piece of content shared on Snapchat. This can be an image or a short video - usually annotated or personalised - and is created by tapping or holding down the circular button. A ‘Snap’ can then be sent in Chat to an individual or added to your Story.

Example use: “Watch Jessica’s amazing Snap of the sunset over the mountain”

‣ Chat Chat is the private messaging feed between two Snapchat users. Snaps that are sent to an individual via Chat can only be viewed once. Through Snap, users are also able to send traditional instant messages - which also disappear after response - and can send a personal lifestream to another user.

Example use: “This Snap isn’t in her Story, she sent it to me on Chat”

‣ Lens Lenses are found when creating a Snap by holding down on your face - and they take the form of interactive masks. (Open your mouth if it doesn't work at first). Some of these are standard, such as increasing the size of the eyes, creating a puppy or cat face or adding a crown of flowers. However others are temporary or branded, for example adding a sweatband when the Olympics are on. Some also alter the voice.

Example use: “Nick using the cat face Lens made me laugh so much!”

‣ Filters Once you’ve taken a Snap, you can add a Filter. Swipe through to see different Filters. The ones that change the colour and style of your Snap are universal, but certain Filters are specific to your geography, or an event - for example a London Filter, or a ‘Voting’ Filter on election day. Some Filters are also branded - for example on the day a new horror film is released you may see a filter surrounded by Zombie hands.

Example use: “I love the rainbow Filter for gay pride this year, it makes my Snaps such lovely colours.”

‣ Stories Stories are the basis of how content is consumed on Snapchat. Stories are collections of videos and photos that stay live for 24 hours. These can be viewed by any of your connections on Snapchat on the Stories page, under ‘Recent Updates’

Example use: “Her Story from the awards show last night was great. It’s still live - go and see

Glossary - Snapchat features you need to know

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‣ Swipe through the filters to choose the one you like best.

‣ Use the sticker, text and sketch options in the top right corner to add emojis, captions and doodles to your Snap.

‣ Select how long the Snap is using the countdown in the bottom left corner. You can also save it to your Snapchat camera roll instead of posting here.

‣ Tap the blue ‘send’ icon in the bottom right corner once you’re done.

As soon as you open Snapchat, you’ll see the screen that allows you to create and share content. Tap the button for a photo and hold down for a video.

How to create on Snapchat

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How to consume on Snapchat

‣ To see your connections’ Stories, swipe right to the Stories screen.

‣ At the top of the screen you’ll see featured publisher Stories. These are targeted to you based on your demographic, and you don’t have a choice in what these are.

‣ All new, unviewed Stories from your connections will be under Recent Updates at the top of the screen. Older stories are at the bottom of the screen.

‣ You’re able to watch Stories as many times as you like within the 24 hour period they’re live.

‣ Swipe right again from the Stories screen to see the Discover screen.

‣ This is where all branded content and publisher is hosted, including editorial features and live coverage of popular cultural events.

‣ You’re able to forward the Stories to your connections via Chat.

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How to chat on Snapchat

‣ To see Snaps you’ve been sent personally, swipe left to the Chat screen. It looks like an inbox.

‣ You can view each of the Snaps you’re sent once, and the person you received it from will be notified once you’ve watched it.

‣ You have 1 ‘rewatch’ option per day. If you do this, or if you screengrab, the person who sent you the Chat will be able to see that you’ve done that.

‣ If you want to reply within these Chat conversations, you can do so by returning a Snap, by text or by live streaming yourself.

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Executive Destination Benchmark

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2. Making the Most of Snapchat on a Daily Basis

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Getting Started with Daily Snapchat Stories With Snapchat you have the opportunity to create new content every day: it is not saved to a feed. This means you can hit the ground running without the fear of your page looking empty!

The easiest way to get started on Snapchat is to start creating a Story every day. Remember that Stories only exist for 24 hours, so while you shouldn’t simply create the same Story every day, but there’s no harm in returning to popular places or events regularly.

With Stories looking set to take the social media landscape by storm, there’s never been a better time to get started.

Snapchat content is short form and fast moving, so you can market and engage in equal measure - and they can compliment each other. For example a beautiful sunset from a local gem lookout point can encourage someone to book a trip, as well as remind a visitor that it’s not to be missed.

A twofold daily posting strategy on Snapchat will allow you to:

Market to potential visitors to your destination

Engage visitors who are already there

Executive Destination Benchmark

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Daily Marketing Activity Getting Visitors to Your Destination

Content than inspires Tap into the wanderlust of your potential visitors and use location-specific information and imagery to persuade them to turn their dreams of a visit into reality - and make a booking.

Examples: Snap breathtaking landscapes, unique features, cultural hotspots, special glimpses at unique events

Pro tip: If you’re using Snapchat for marketing, make sure you inform potential visitors on other networks - either email or your social channels - so that they have the chance to see it.

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Daily Engaging Activity Adding Value to Visitors at Your Destination

Content that informs

Snapchat is like a modern-day guidebook for visitors at your destination - because all content is in realtime it can alert them to time-sensitive events as well as allowing them to discover more.

Examples: Snap about upcoming events, live Snaps from events, close-up on unmissable details, tours of different areas, interviews with important people around your destination, revealing local secrets.

Pro tip: If you’re using Snapchat to engage visitors at your destination - signpost them to your Snaps. Make sure there are CTAs around information centres or at places people will sit down, and that you include references to your Snapchat on your other social channels, as well as in email communication with visitors.Ensure that your CTAs tell visitors why they should follow you - for advice, tips and local secrets.

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Snapchat Daily Use Case Study Whistler Blackcomb is a Canadian ski resort with a skilful use of Snapchat. Boasting glorious scenery and a huge number of activities visitors are able to undertake, they perfectly walk the line between offering content that inspires potential visitors to book a trip, and content that informs to give current visitors the insider’s guide.

What We Can Learn Inspire and inform work together Most of WB’s Stories are made up of different parts of specific experiences around their site: from hikes, to events, to trails. They go into a lot of detail for current visitors, but linger on scenic shots to give people at home a feel for the environment.

Snaps can live beyond SnapchatWB have a YouTube page where they upload the Stories they’ve saved. This allows them to use the content on other social networks to increase their Snapchat following and to get more eyeballs on the short videos.

Photos courtesy of Whistler Blackcomb’s YouTube page. Visit to be inspired by their Snapchat use: https://www.youtube.com/playlist?list=PLzfP4SS8jzE_hfiRolfw87FLTZf6VFPlF

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What’s Your Daily Snapchat Style?

Creating a consistent branded personal style is a great way to build relationships - your audience know what to expect. It also makes it easier for you to decide what to post.

Here are some questions to answer to help you decide how to brand yourself on Snapchat.

Do you post photos or videos or a mix? Videos are a great way to show off your destination - from breathtaking landscapes to close-ups on details.

Do you annotate with text or sketches? Adding text, emojis and annotations can add personality and allow you inform guests better.

Do you use filters or masks, both or neither? Masks and Geofilters change every day, can you incorporate these to show that you’re on the pulse? Geofilters are also great to remind people of your unique location.

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3. Investing in Bigger Snapchat Campaigns

https://www.snapchat.com/on-demand 17

There’s a lot of Potential for Campaigns on Snapchat Snapchat is still so new that there are no hard-and-fast rules for how to run bigger campaigns on the platform. This report serves to inform and inspire you - but the potential on Snapchat moves and grows all of the time. Perhaps the most exciting thing about using Snapchat for major campaign activations is how innovative you have the ability to be - it’s all so new that you can really be the first to try something.

Whatever your budget, there’s a way to find an activation that uses Snapchat’s unique positioning as a tool for content creation and consumption to reach a new audience, or activate and engage an existing one. This allows you build general awareness, or draw attention to a specific offering.

This section will give you some key ideas for how to use Snapchat for larger campaigns - including some examples of where it’s been done well before. But the future is open for you!

Think about running a campaign on Snapchat if:

You want to allow visitors to engage w i th you creatively and participate in your brand experience

If you’re trying to reach a younger market - Gen Z or millennials in particular

If you want to be first, innovative and effective with your marketing

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Geofilters On-Demand Geofilters allow you to add a filter that people can overlay to their Snaps when they are at a specific location. Visitors will see your Geofilter as they swipe through, alongside other branded filters and the generic ones for that location. This makes sense for location-specific brands as a long-term tactic, or to promote a specific event as it happens.

Lots of people have even started using these for weddings and parties.

Snapchat users automatically scroll through all filters when they post a Snap and love using these to illustrate where they are and what they are doing, so it’s a great way to engage.

Benefits of Geofilters Engagement Your visitors feel like they have participated on a deeper level by taking part in a bespoke social activity like using a Geofilter.

Word of mouth By using your Geofilter, your visitors are informing their friends - a very creative referral from an authentic and trusted source.

“Geofilters are special overlays that communicate the “where and when” of a Snap in a fun way… On-demand Geofilters make it easy for Snapchatters who are there to send your message to friends”- Snapchat

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Executive Destination Benchmark

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On-demand Geofilters case study W Hotels rolled out Snapchat’s On-demand Geofilters at multiple destinations. With a consistent style but slightly different wording, each encourage visitors to Snap from their W Hotels location. While Starwood hasn’t disclosed the results of this experiment- the first in this style - it has revealed that the impressions and engagements were higher than Snapchat first estimated.

The Geofilters can be used by anyone in the area - whether they are guests at the hotel or just visiting for a drink or an event.

What we can learn Let your visitors become your advocates If people are on Snapchat, they’re already telling their friends what they’re doing. By adding a Geofilter, you’re giving them the ability to add context to that - and market yourself at the same time. That’s a great opportunity when the Snapchat demographic place significant value on a referral from a friend.

Speak the same language as your guests W Hotels did something clever with the wording on their Geofilters. They could have simply used the logo, but by giving the design a tongue-in-cheek ‘postcard’ feel and using similar language to that the Snapchat demographic already use on social media, they’re making Snapchat users more likely to feel that this filter adds to their personality and isn’t simply advertising.

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Sponsored Lenses Sponsored Lenses allow you to create interactive masks that users will come across when scrolling through the options after holding down their face when creating a Snap.

These allow you to adapt their selfie to incorporate some kind of brand-specific message.

Lenses are a regular part of any Snapchat user’s day - so being in this space is a huge opportunity for brands.

Benefits of Lenses Engagement On average, Snapchatters play with a sponsored Lens for 20 seconds before sending it onto friends - which is a huge amount of time for the modern attention span!

Wider location Better for marketing than Geofilters - you can reach audiences who are further afield with a Lens as it’s doesn’t have to relate to a specific location.

“The most playful way to make an impact. Sponsored Lenses offer a completely new take on brand activation, offering not just an impression, but ‘play time’.”- Snapchat

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http://www.socialmediatoday.com/social-business/asadali/2015-05-24/business-social-media-infographic 21

Sponsored Lenses Case Study Las Vegas Convention and Visitors Authority used a Snapchat Lens that not only fitted the user with cool sunglasses, but also gave them the ability to explore the area with an almost Virtual Reality-like 360 view of the famous sites when the wearer moved their head.

Sponsored Lenses currently cost up to of $750,000 for a 24 hour period and limited geography - although there may be some flexibility on that in the future. While no results have been published, just a few weeks after this Lens was live, LCVA launched their own Snapchat Channel in partnership with Snapchat superstar DJ Khaled, giving him ‘the key’ to the city and getting him to take his fans on a virtual tour. Just 48 hours later, the VisitLasVegas channel had more than 400,000 views and 25,000 engagements - so we can assume the platform is working for them.

What We Can Learn Know your audience LCVA know that the millennial audience are on Snapchat, so it makes more sense for them to invest in a platform where that audience are. They’re trying different types of content on that channel to see what works - but experimentation is the key for any new channel.

Balance the medium and the messageWhat Snapchat users want from Lenses is an addition to a selfie they can use and share with friends - which doesn’t on-the-surface seem like it would be a good fit for destinations. However, LVCA show that this isn’t the case with their clever VR activation that allows users to explore, as well as dress up their selfie as expected. https://twitter.com/_jessydavis/status/744749497801019392

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http://snaptraveler.wowair.com/#becoming 22

Rewards Offering physical or financial rewards are a great idea to promote awareness and engagement across all social channels. The incentivisation creates a high level of engagement and people enjoy the opportunity to be rewarded for their time and attention.

Rewards can include:

Competitions Followers compete an action to be in with the chance of winning a prize.

Deals Snapchat followers gain access to short-term deals or coupons, valid for 24 hours and found in your Story.

Benefits of Rewards Incentivise engagement and growth Rewards are particularly useful on Snapchat as this changes your call-to-action from ‘find us on Snapchat’ to ‘find us on Snapchat to WIN’ or ‘watch our story to get 20% off your booking - making the audience more likely to follow you there.

“Over 90% of participants say that they follow a brand on social media to get

discounts and promos”

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https://www.consumeraffairs.com/news/survey-bloggers-now-have-a-bigger-influence-than-celebrities-040116.html 23

Rewards Case Study WOW Air made headlines by launching a SnapTraveler programme in 2016. The idea was simple: raise awareness of their 28 routes (and their social channels) by offering 4 SnapTraveler summer placements: get paid to travel the world and record it on the WOW Air Snapchat. To enter, wannabe winners had to create and upload a sample Snapchat Story, with under 2 minutes to show off their creativity and personality.

The Snapchat demographic are creative and entrepreneurial and jump at the chance to show off their skills - as well as explore the world for free. The brand awareness created by this offer, and the PR that ensued, made this tactic a great one for raising awareness with the average Snapchat user looking for budget travel.

What We Can Learn Offer something people want Destinations have an advantage here as your followers are likely dreaming of a holiday as they swipe through your Snaps. A 24 hour 20% discount revealed and redeemable only to Snapchat followers will help you grow your audience as well as take bookings. And if you can incentivise with the chance of a free trip, all those with wanderlust will flock.

Get creative If you can present your coupon or contest in a way that will engage followers, even if they don’t win or can’t take advantage of it, they’ll appreciate the engagement and art that went into the experience - and you might get some great results.

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Influencer Engagement Influencers, by their nature, already have very large owned audiences - whether they are celebrities, bloggers or creatives. Influencer campaigns can include:

Takeovers Get influencers to take over your owned Snapchat for the the day and tell their audience to follow them there.

Sponsored visits Have influencers visit your destination and Snap about their experience there.

B e n e fi t s o f I n fl u e n c e r Engagement Trusted referral Studies show that younger people are more likely to make purchase decisions based on the actions of people they follow on social media than celebrities. If an online influencer is affiliated with your destination, they hold a big sway.

Creative content Influencers grow large audiences by posting great content. By working with an influencer, you get to take advantage of this and show your destination in a whole new creative light.

“A survey of 14,000 people revealed that sixty percent of participants said they have been influenced by a blog or social media post when shopping.”

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Executive Destination Benchmark

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Influencer Engagement Case Study Marriott partnered with a series of influential content creators to tell the story of various destinations. The image on the right shows the start of the engagement with famous YouTuber Casey Neistat’s following.

The task was simple - content creators chose a destination, stayed at the Marriott and recorded their experience on their personal Snapchat accounts, as well as the Marriott owned one. This allows the influencer’s followers to get genuine insight into the area through the eyes of someone they’re influenced by, and in-turn associating Marriott with that desirable trip.

The cost here is for the authentic access to the audience via a trusted source, in this case the influencer, with an audience made up of millions of people, most of whom fall within the Snapchat demographic. There were 24.1 million total views - so it was likely a good investment.

What We Can Learn Don’t restrict Snapchat activity to your owned channels While you might instinctively want to use your influencer investment to bolster your own channels, consider the value of having influencers talk to their fans in their natural habitat. While you might not capture the audience, a wider number of people will hear about you.

Be aware of the Snapchat demographic Although it’s changing, the Snapchat demographic is still largely 16-34. Invest in influencers that engage this audience to make your time and money hit the hardest.

http://contentmarketinginstitute.com/2015/08/marriott-influencer-marketing/

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Campaign Idea Price rating Difficulty rating

‣ Geofilters $-$$$ Depending on the size of the location you want to cover and how long you’d like users to be able to use it, the price varies

Hard You have to design a specific filter to Snapchat’s specifications and upload it to their site well in advance

‣ Lenses $$$$ Even on the lowest scale - with a small geofence and limited demographic targeting - this is an expensive idea due to the high levels of engagement. Starting at $100,000

Hard This is a bespoke level of design like no other, in close partnership with the team at Snapchat

‣ Rewards $+ The prize or reward is what you make it - and you don’t have to spend any money with Snapchat to make this a success; cross-promoting on other social channels or around your destination is enough

Easy Simply choose a prize or reward, choose a task participants have to complete and make sure Snapchat’s involved. The fun work is for your visitors or fans, not you

‣ Influencers $+ Different influencers charge different amounts depending on the number of followers your influencer has and how engaged they are. You can also negotiate to offer them something for free as part of or instead of the cost - but each is different.

Medium Identifying the right influencer for your audience might take some searching, and the logistics of negotiations, dates and times could be hard if you’re planning a takeover - but getting them to create great content is straightforward and worthwhile.

Analysing Snapchat Campaign Ideas

Executive Destination Benchmark

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4. Starting From Zero How to Grow Your Account

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The Basics Not being tied to a feed is exciting as you’re able to kickstart and jump in whenever. However, starting with zero followers is always difficult as it feels like the time you’re spending on Snapchat is wasted.

Considerations Unlike Instagram and Twitter, Snapchat doesn’t currently allow you to find users based on common interests or similar accounts you follow.

There’s also no virality - on other networks users are able to tag friends, link to or repost content. This lack of discovery seems daunting when you’re starting afresh, but there are a few tactics that can be used to grow accounts.

Finding Followers To the right, you’ll see the ‘Add a friend’ screen on Snapchat. The methods shown are the ways you can add contacts on Snapchat. It’s different to other networks as it requires people reaching out and finding you, rather than stumbling upon you. But it can happen.

Make sure your account is set to public before you start!

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Growing via Traffic Management The quickest and easiest way to grow a Snapchat following, ready to engage with you is to direct followers and connections on other networks towards your Snapchat.

Examples

‣ Run an email campaign asking your list to follow you‣ Post your username and Snapcode (pictured) on other social

networks, or make it your profile picture‣ Have physical prompts around your destination telling people you

have Snapchat, or stick your Snapcode to a wall-Tips ‣ Don’t just tell people to follow you - show them what following you

means - whether that’s tips, insight or deals‣ Run competitions or offer rewards to encourage people to follow you

- an incentive always works‣ Personalise the Ghost on your Snapcode with an interesting image

that captures your destination rather than leaving it blank.

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Growing via Partnership

Sometimes the easiest and quickest way to grow a following is by piggybacking off those who share a similar audience to you who have already built theirs’.

Examples Influencer takeovers Get influencers to take over your owned Snapchat for the the day and tell their audience to follow them there. They’ll drive all of their owned followers to you, while showing off all the great experiences you have to offer.

Partner competitions Team up with some brands who share the same ideal audience as you. Each promote the competition on your owned networks, with a requirement of the prize being a Snapchat follow for each of you.

Shoutouts If you have any access to blogs, websites or influencers with a large Snapchat following, simply ask them to tell their users to follow you there - perhaps directing them towards a specific incentive. It’s simple, and you may have to pay for it - but it works.

Travel blogger Drew Pinsky’s takeover of the Tripit Snapchat https://drewbinsky.com/snapchat-takeovers/

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Measuring Success on Snapchat As with anything you’re investing time into, you’ll want to see how much value Snapchat is adding to your business objectives, whether those lie within marketing, customer service or somewhere else.

Unless you’re investing large amounts of money in Snapchat by using Geofilters or Lenses, Snapchat doesn’t offer the advance analytics we see with other social networks - although this is likely to be something they add in the future.

The ‘Snapchat Score’ is almost a worthless metric when using Snapchat for marketing as it doesn’t account for Stories, only Snaps sent between individuals in Chat. It also doesn’t include views, simply the number that have been sent.

As with any new social network, your best benchmark is yourself. With Snapchat perhaps more than any other networks, there is no ‘industry average’ you should be looking to achieve. As long as you’re growing and performing well against the targets, timeframes and the investment (in terms of time or finance) that you’ve put in, you should be confident in your performance.

In lieu of analytics tools, here are some examples of what you can measure to track the success of your Snapchat account using the metrics that are available.

Number of followers

If you’re investing in telling people about your Snapchat account, you’ll want to make sure the number of connections is growing

Number of views You can see the number of views on each individual Snap in a Story - but make sure you check back before the 24 hours is up

Number of completed Stories Discover this by seeing how many people viewed both your first and last Snap within a Story.

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5. Inspirational Accounts

Executive Destination Benchmark

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Learn by looking

On Snapchat - and when it comes to all content online - your competitors aren’t simply other destinations. You are competing with everyone else online for the time and attention of Internet users and potential customers!

Luckily, that means that you can look far and wide for inspiration when it comes to Snapchat.

Here are some sample accounts you can follow to make sure you stay up-to-date on Snapchat best practice.

Influencers Brands

@drewbinskey @caseyneistat @TravelBreak @TheBlondeAbroad @AdventurousKate @treyratcliff @ExplorerFlora

@BDestinations @topdeck.travel@MarriottHotels@Whistlerblckcmb @visitlasvegas@airnewzealand@discoverLAsnaps

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Jessica Riches #DTTT Expert E-Mail: jessica@thinkdigital.travel | Tel. +44 20 7193 1003 If you would like Jessica to help you with your social strategy, drop her an e-mail today or give the #DTTT Expert team a call to see how we can help.

Jessica Riches is a digital consultant who has been working in the industry since 2008, She specialises in social media, content and engaging younger audiences. Alongside her consultancy, she’s a writer and a regular feature in the media talking about all things digital. She’s also regularly delivers speeches and training on various aspects of online culture.

After starting her career in politics, Jessica moved onto working with global brands at PR giant Nelson Rostock before setting up her own consultancy in order to embark on a more nomadic lifestyle. She’s worked with global brands and institutions including the Nike Foundation, Toshiba, Marks & Spencer, Pottermore, the Tower of London, Barking & Dagenham Council and Goldsmiths University. She’s also helped to launch and grow a number of startups in the tech and lifestyle space.

As a Digital Tourism Think Tank expert, Jess has delivered training about social media trends and strategy to a wide audience of tourism and travel organisations. Follow her on various social channels: @littlemisswilde.