WAYN | Commercial Opportunities with the World’s Leading Location Based Social Network
January 2010
This document was prepared for internal use only. To be treated with strict confidentiality. Š2002-2009 Where Are You Now? Limited. All Rights Reserved
WAYN.com - An Introduction
WAYN-An Introduction Description WAYN, which stands for Where Are You Now, is a social networking site with the goal of uniting travelers from around the world. WAYN was launched after two of its founders came up with the idea to connect people based on their location whilst having a few beers in their local pub. WAYN is the world’s largest social networking community focused on location and lifestyle, with 15.2 million members worldwide in 193 countries. Members can interact with others based on where they are now, where they have been and where they are going?
Company Background
World Footprint 15.2m members worldwide
Company incorporated in 2002. Site re-launch in 2005
London based (front office) and second office in Szczecin, Poland
Secured $11m Series A funding in Nov 06 from DFJ Esprit Capital Partners
Strong board of advisors including Brent Hoberman (Founder of Lastminute.com)
Membership growing by up to 15,000 new members per day
WAYN had over 7.5m unique monthly visitors in Aug 09, compared to 2m in Mar 07
WAYN generates almost 200m page views per month (over 300m ad serving impressions)
WAYN - Our Members - A True ‘Global’ Network
“ I mainly travel for business, but I would love to travel to see more of the world”
“I love the fact that WAYN is a social community, focused on travel, There are some great travel deals & I have made so many new friends who share my passion for travelling”
“Being a keen explorer, I have been able to meet other WAYN members who have the same interests, we often share advice when choosing places to travel to ” “I first joined WAYN two years ago, since then I have used the site to stay in touch with my friends, wherever they are in the world. ”
“When I go away, I plan my trip on WAYN, I am a very active person who loves to get out there and see what the world has to offer”
WAYN Re-launched April 2009!
WAYN.com (Re(Re-Launched April 2009)
Improved Website Layout & Navigation
Members can now create plans & tell their friends what they are up for doing and invite their friends to join them!
Members can also synchronise their WAYN account with Facebook and Twitter and share their plans with all their friends
Improved WAYN Travel Tools help members plan their journey more effectively, get travel information on the move and share their experience once they’re back.
To find out more information on our new release and view our promotional video; Visit: http://www.wayn.com/profiles/newrelease
Key Metrics Registered Members
Page Impressions (Monthly Average)
Unique Users (Monthly Average)
New Members (Monthly Average)
Europe (inc UK) : 3.5m
7,407,662
491,404
10,494
Asia (inc China) : 2.1m
6,421,324
734,234
8,233
Australia : 650K
1,036,907
184,340
1,804
US & Canada: 4.1m
4,715,065
514,482
15,765
India: 2.8m
6,644,488
1,209,037
20,391
ROW: 1.8m
3,654,334
395,764
6,498
Key Statistics 57% Take 2 or more trips per year 70% Own one car or more 74% Are in full time employment
Most Popular channels on WAYN (in no particular order) 1- Homepage 2- Photos 3- Messages
75% Book their holidays online 42% Have one child or more 36% Mainly travel for business
Age Breakdown 17.9 % 18-24 52.2 % 25-34 17.5 % 35-44 7.7 % 45-54
4- Profiles 5- Whose Around
4.7 % 55+
Targeting your audience When a new user registers with WAYN.com they provide us with a wide range of ‘targetable’ information
Age, Gender, Nationality & Location
The places they have been to, are planning to travel to and places they would like to travel to
Activities & Interests
Profile Creation
Campaign Approaches
Integrated Profiles Integrated profiles/microsites are designed in consultation with your organisation as your ‘centrepiece’ within the WAYN platform Essentially we ensure your profile includes a variety of digitally innovative formats which are inspirational and engaging in interacting your target audience across the WAYN community in order to educate and increase their propensity to engage with your campaign messaging and brand Our key goal here is to encourage your target audience to add your branded profile’ into their own network of contacts to initiate an ongoing dialogue throughout the year between our members and your branded profile on WAYN Through taking this approach, our community shall not only advocate your brand/product/service/destination as an organisation they would like to find out more about but also initiate the viral distribution of your content/messaging across the WAYN network We are also able to meet the majority your key objectives through our profile execution, whether you are looking to build awareness, drive traffic, gain consumer feedback, drive bookings/ROI or drive UGC (User Generated Content) and/or cement your brand/destination UPS's across a platform of travel enthusiasts we are able to assist We host your profile for a pre-agreed period of time within the WAYN platform and will illustrate and explain in the following slides an example of how a profile can look and the range of content we can include Once designed and built in consultation with your organisation we then use proven promotional activity to target and engage your target audience on WAYN A selection of our clients with profile microsites
Profile Build - South Africa Tourism Board ‘A Closer Look’
World Cup 2010 Info Fully Branded, Flash Enabled, Clickable Header
Videos
Intro to the profile/microsite
Activity Information ‘Click Tracked’
I-Framed, Dynamic Countdown to WC2010 Photo Gallery
Member Comments ‘Viral Sharing’ of the profile
Additional Content - Hosted within a Profile Environment In addition to the content suggested on the previous slide, WAYN can also host the following content, designed to achieve your objectives and to incorporate further interaction and campaign measurement tools, these include:
RSS News Feeds - Place ‘live’ information within the profile, ranging from weather updates, travel offers, events, PR etc to constantly update ‘visitors’ to your profile with information specific to your campaign Competitions (See next slide) Surveys - Partners we have or are currently working with have placed interactive survey into their profile microsites in order to gauge opinion on our members perception of their destination, this is an angle we would be delighted to support you with, surveys allow you to collate qualitative data around the key topics and ‘pull factors’ tourists would choose when considering Malaysia as a potential for their next travel destination, allowing you to tailor future communications and content around what you know our members are interested in Data Capture Forms - You may wish to drive subscriptions to any e-content you may have or facilitate email enquiries directly through your WAYN microsite, we assist you with this, the key benefit being that all data is directly shared with you enabling you to build your own ‘marketing database’ directly from the WAYN community Interactive Games - With our ability to i-frame content directly from additional sites, we are able to include interactive games and quizzes to firstly enhance ‘stickiness’ and ‘traction’ on the profile, secondly to instigate interaction from our members and finally the viral competitiveness of gaming within social media environments can assist inorganically raising awareness of your profile. For an example visit: http://www.wayn.com/profiles/germany Bespoke Content - As a Web 2.0 platform WAYN.com are able to facilitate wide ranging requests for integrated content, therefore if un-illustrated in this proposal we will be happy to consult on any ideas or requests Tourism Malaysia may have for incorporating ‘bespoke content’ into the proposal’
Competitions
As a ‘call to action’ when the profile is launched we suggest you host a competition within the profile, WAYN.com will assist in the formulation of this and will collate and share results with you When deciding upon a competition its essential you observe the following points: Is the competition ‘relevant’? What is the ‘purpose’ of the competition? Are the timescales ‘realistic’? Does the competition ‘inspire’ & ‘engage’ the audience? Are the entry instructions ‘clear’?
Competitions can also meet a range of objectives inc: Data Capture Qualitative Data Increase in traffic to your website PR headlines UGC (User Generated Content)
Promotion of your profile (Also available as standstand-alone placements) Once your profile is designed and integrated it is imperative that we apply a range of proven ‘promotional’ placements to drive engagement with your profile from across your target audience within the WAYN community The following slides shall illustrate ‘key marketing’ placements WAYN will apply in order to drive your target audience to your WAYN profile and in turn spark engagement from our community with your profile hosted content & campaign messaging
The placements typically applied to promote profiles are as follows
Homepage and Whose Around MPU placement Offer Notifications Top Side Header Sponsorship Profile Skin VF Email Communication Global Newsletter Homepage Newsfeed ROS Display
The subsequent slides shall offer a further illustration of each of these placements used to drive your target audience to your WAYN hosted profile
Homepage & Whose Around MPU Placement • •
Our Homepage and who’s around channels on WAYN are key traffic yielding channels for WAYN.com We will place MPU placements on both of these channels, promoted to your target audience to drive traffic to you profile/website
Homepage MPU
‘Whose Around’ MPU
Offer Notification
As a direct ‘call to action’ the minute members arrive on the homepage, we can tailor offer’s, competition announcements, newsletter sign ups etc Members will be alerted on their homepage and driven to your profile/website to book This is a fantastic placement in driving members to your profile/website
‘Top Side’ Header Sponsorship •
Unique Placement situated at the top of the each channel. This is an exclusive position and is reserved for our partners with integrated campaigns
•
Traffic will be driven through to your profile or website
•
Image to be inspirational and aspirational representation of your organisation and your core brand messaging in order to drive engagement to your profile from your core target audience
Profile Skins
Members can personalise there profile via profile skins
Skins can be client branded with a direct link in the header to drive traffic to your site or profile on WAYN
Profile skins when unselected as default, are available within our skin selection panel
Examples
Virtual Friend Email •
We will send a VF (virtual friend) email on your behalf to every member within your target demographic announcing the launch of your profile in order to drive traffic to your profile and schedule a further 4 VF communications throughout your marketing schedule from October 2010 through to November 2011
•
Virtual Friends are members of the WAYN team that are automatically friends with every registered members across the community, therefore we can target ALL of your targeted demographic with a personalised email on your behalf directing members to visit your profile on WAYN
•
Virtual Friends are often used to promote new services and interesting offers to our community and provide an ideal way to interact with our members and drive customer acquisition via your profile
Geo-Targeted Newsletter •
Advertorial and Sky banner placements are available on pre-scheduled WAYN e-newsletters to promote your profile to your target audience
•
Gain significant exposure through our newsletter which will reach users from your target countries, and is sent to both to their external and internal WAYN mailbox - doubling the potential read through
•
Sky Banner Position
News letters can be geo-targeted to ensure you reach our members in the countries you wish to talk to
Newsletter Advertorial
Homepage Newsfeed
•
Place YOUR news within MY news
•
Directly engage members via the WAYN homepage
•
Members will be regularly updated and encouraged to your profile/website
•
In the first month of this campaign this newsfeed will be used to alert our audience of members in your key locations about your launch on WAYN
•
Newsfeeds can also be used to directly drive traffic to your site
Examples:
Homepage Newsfeed
Display Inventory Leaderboard 728 x 90
We will drive traffic to either your profile and and/or website Periodic heavy placements across WAYN, to support and back-up online activity.
Skyscraper 160 x 600
On an integrated approach, it is vital at the launch stage we drive as much traffic to your profile
MPU 250 x 300
In Summary
Profile Offer Notification ‘Homepage’ & ‘Whose Around’ MPU’s ‘Topside’ Header Target Audience
Commercial Placements Profile Skin
Virtual Friend Email Newsletter Advertorial Homepage Newsfeed ROS Display
Profile
Website
Additional Opportunities In addition to our integrated approach and promotional placements we also possess a range of bespoke advertising approaches fopr you to take advantage of these are as follows:
Additional Promotional Placements Featured Destination Log Out Page Video Advertising Good Causes’ & Bespoke Campaigns
The subsequent slides shall offer an illustration of each of these placements used to drive your target audience and engagement to your campaign
Featured Destination
• Campaigns that are based around a certain destinations can also book (weekly) our feature destination • Comments left of members experiences whilst visiting these destinations, where to go, what to see, etc… • These destinations are shown ‘in association with’ and are then clickable to the clients profile/web site/micro site/landing page. We feature
Details of destination Key facts History General Information Getting there
WAYN Log Out Page Advertising • Landing page for when the members log off • Full scrollable page with full interaction • Up to an 85% CTR on certain campaigns.
Video Advertising •
Most engaging way for brands to connect with consumers.
•
Pre and post role and ticker video advertising
•
Members are loading up videos to;
Share with friends and other members Post under various categories Enhance their personal profiles Rate and comment on member videos
•
Exclusive relationship with the BBC enabling access to an archive of travel videos
•
Wide range of branding opportunities.
Bespoke Campaigns
•
Branding and direct communication into bespoke campaigns
•
Host of commercial opportunities we can align with bespoke campaigns
•
Clients can run competitions i.e. best holiday video clip, photo reviews, incentives, offers, branding etc
Contact WAYN Jerome Touze Co Founder & Co CEO Tel: +44 (0)20 7336 8086 Email: jerome@wayn.com Steven Wakeling International Sales Manager Tel: +44 (0)20 7336 8036 Email: steven.wakeling@wayn.com David Merson International Sales Executive Tel: +44 (0)20 7336 8060 Laura Joseph International Sales Executive Tel: +44 (0)20 7336 8105 Email: laura.joseph@wayn.com Gareth Jenkins International Sales Executive Tel: +44 (0)20 7336 8102 Email: gareth.jenkins@wayn.com
Travel social network WAYN is to undergo a major transformation of its core offering including a refocusing of its core message to what members want to do. The huge relaunch programme for WAYN will include a complete redesign of the site, scheduled for next week, alongside a wider repositioning of its commercial model for advertisers.
“The colourful, binocular sporting character who has come to represent Britain's most popular travel and lifestyle social network is being banished as part of a dramatic relaunch next week that will see WAYN take on the internet's hottest property, micro-blogging pioneer Twitter.com”
“WAYN (Where Are You Now?) is a well-designed, highly detailed site that combines social networking with travel in a package that's second to none. When you want to share your vacation experience, you can upload pictures, input what you're doing at any moment with a Twitter-like service, and blog about your travels. You can also post videos of where you've been. But it's the site's design that makes it outstanding. It's clean and intuitive. I was quite impressed. ”
©2002-2007 Where Are You Now? Limited. All Rights Reserved
Page 28