Success secrets of social media tourism campaigns

SOCIAL MEDIA WORKSHOP

- Managing digital complexity - Results & ROI driven - Offices in Ljubljana&Zagreb - 10 experts - More then 12 yrs of experience

Interactive Who?

Secrets to the success of social media tourism campaigns

(the best examples from 2013)

What is travel?

Travel is ...

visiting/discovering new places …

foto: AP/Borat: Cultural Learnings of America for make Benefit Glorious Nation of Kazakhstan.

meeting new people …

foto: Lucasfilm ltd., Indiana Jones and the Raiders of the Lost Ark.

trying something new …

foto: Studio Canal, Mr. Bean’s Holiday.

having fun …

foto: Sky1, An Idiot Abroad.

having some more fun …

foto: Sky1, An Idiot Abroad.

in short: Travel is all about experience

foto: Sky1, An Idiot Abroad.

What are the goals of marketing?

The goals of marketing are: • get customers (visitors)

• keep customers (visitors returning) • woo your customers (visitors)

What is social (media)?

Social (media) is ...

• talk • listen • discuss

best examples from 2013

Tourism Australia: FB, instagram, TW, ...

Tourism Australia: FB, instagram, TW, ...

Tourism Australia: FB, instagram, TW, ...

Tourism Australia: FB, instagram, TW, ...

Tourism Montreal, #MTL Moments: instagram, FB, YT, ...

Hilton Hotels & Resorts, Hilton Suggests, TW

Be part of conversation!

Emilia Romagna Region Tourist Board + others, BlogVille Emilia Romagna: blog+pinterest-ish

blog/pinterest-ish: Emilia Romagna

South African Tourism, #MeetSouthAfrica: bloggers + instagram

VisitBritain, Love Wall app: their own Pinterest (kind of) (and much more)

VisitBritain, Love Wall app: their own Pinterest (kind of) (and much more)

Cape Town Tourism: Facebook

What do these campaigns have in common?

• carefully planned

• prepared to invest time & €

• they chose the best social media channels which work with/for their assets

• connecting online-offline

• consistency across channels

• fun, relaxed, useful

• kept it simple

• kept it in sync with brand

so ... how to plan and execute a successful

campaign?

1. determine your goals

2. know your assets (places, buildings, people, …)

3. know your audience (customers/visitors)

4. assess which social media channels are best for you/for reaching goals that were set

5. how to connect those channels as easy as possible?

6. how to efficiently connect online <-> offline

7. advertise -> monitor -> analyze-> make adjustments (if possible)

Questions?

thank you