3.Israel Tourism Social Media Guidelines

social media guidelines & engagement strategy

Tone Language Do Don't

Honest & Direct Simple Use clear words, avoidqualifiers

Be lukewarm, wishy-washy.Obfuscate.

Friendly &Helpful Insider, Savvy Present the unexpected.

Express yourself. Use slang or be too casual.

Humble Fun, WhimsicalBe playful.

Share vivid & colorfulcontent.

Use jargon, lose sight ofaudience and core message.

Channel Objective EngagementType Type of Content Sharing Frequency Recommendation

Facebook Educate, Inspire &Engage Two-Way

Longform PostsPhotos & Videos

Articles1-3 Times/Day

Always have multimedia, a link orcall to action on each original

post.

Twitter Educate, Inspire &Engage Two-Way

Short Updates/Anncts.Photos & VideosRelevant Links

3-6 Times/DayAlways have multimedia, a link or

call to action on each originalpost.

Instagram Educate & Inspire One-Way Photos & Videos 1-2 Times/DayPut in a separate comment afterposting. No hashtags should be

in the caption or description.

SOCIAL MEDIA ENGAGEMENT STRATEGY & EDITORIAL CALENDARrecommended channels, guidelines & approaches

Current channels: Facebook, Twitter & Instagram

Other considerations: YouTube, Flickr, Snapchat, TripAdvisor, Pinterest

OBJECTIVES

Drive traffic to website and other social accounts.Promote US-based & Israel-based events (e.g. Tel Aviv Marathon).

Educate audiences on the different cities, culture, and tourist offerings of Israel.Inspire audiences to plan and book travel to Israel.

Engage in authentic, human, two-way conversations with audiences.

GUIDELINES

General

◘ All channels are expected to drive traffic and promote events and campaigns. ◘ While all channels should have engaging content, not all channels will actively engage with audiences.

Sharing

◘ Actively monitor for breaking news and developments that would affect sharing (e.g. danger, tragedy). ◘ Never share political commentary or personal opinion. Avoid language, sayings or jokes that can be misunderstood. ◘ Never use "we," "I" or "me." Always address the reader directly.

Hashtags

◘ Always triple check to ensure accuracy of a given account name or hashtag, especially if it is not owned. ◘ City and country names should always be capitalized when hashtagged (#TelAviv not #telaviv). ◘ Do not hashtag unnecessarily. Only use hashtags of conversations we want to join (#fun vs. #adventure). ◘ Combine unique/owned hashtags with conversations that make sense to join (e.g. #TelAviv + #Beach #Summer).

SOCIAL MEDIA BRAND VOICE CHART

Voice Characteristic & Purpose

AuthenticInform

Friendly, but not CasualEngage

Quirky, but not IrreverantDelight & Entertain

RECOMMENDED ENGAGEMENT STRATEGY

Channel Purpose EngagementType Type of Content Sharing Frequency Recommendation

YouTube Educate & Inspire One-WayLong & Short

Informational Videos &Vlogs

MonthlyWork with Bloggers and

Agencies to create more content,then revisit.

Snapchat Educate & Inspire One-Way Photos, Short Videos,Branded Content Daily Look into targeted ads, geofilters

and brand stories

TripAdvisor Engage & Educate Two-WaySuggested Tours &

ResourcesResponses to Users

WeeklyCreate engagement guidelines

for talking to users onTripAdvisor

Pinterest Inspire One-Way - - Delete

Flickr Inspire One-Way - - Delete

SOCIAL MEDIA CAMPAIGNS & EVENTS OVERVIEW

1. Year-long city branding educational campaign featuring a different city and offering each month. 2. Visit Israel social media contest. 3. Israel Week pre-promotion and live event coverage. 4. Year-round event promotion and live event coverage (e.g. Tel Aviv Marathon). 5. Escape Winter social media contest.

FURTHER CHANNEL CONSIDERATIONS

JANUARY FEBRUARY MARCH APRIL MAY JUNEGoal Education Education Education/Engagement Engagement/Event Promotion Event Promotion Engagement

Theme The Dead Sea Tel Aviv & Jaffa Jerusalem Israeli Tourism Israeli Tourism Eliat & Timna Park

Events - Tel Aviv Marathon - Israel Week Israel Week -

Campaigns - - Visit Israel Contest Visit Israel Contest Visit Israel Contest -

OfficialHashtags #Israel #TheDeadSea #Israel #TelAviv

#TelAvivMarathon#Israel #VisitIsrael

#Jerusalem#Israel #VisitIsrael

#IsraelWeek#Israel #VisitIsrael

#IsraelWeek#Israel #Eliat

TargetedConversations

#EscapeWinter#Adventure #Travel

#Marathon #Explore#Travel

#Explore #Adventure#Travel #Travel #Travel #Diving #Explore #Travel

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBERGoal Education Education Education Education Education/Engagement Education/Engagement

Theme Tiberias & Galilee Innovation & Technology User-Generated Content User-Generated Content Israeli Tourism Israeli Tourism

Events - - - - - -

Campaigns - Coding in IsraelBootcamp Promotion

#VisitIsrael Winners'Content #VisitIsrael Winners' Content Escape Winter Contest Escape Winter Contest

Hashtag #Israel #Tiberias#Galilee #Israel #CodeInIsrael #VisitIsrael #Israel #VisitIsrael #Israel #Israel #Israel

TargetedConversations

#Diving #Adventure#Travel

#Tech #Technology#Coding #Code #Travel #Travel #EscapeWinter

#Adventure #Travel#EscapeWinter

#Adventure #Travel

SAMPLE YEARLY CALENDAR

Monday Tuesday Wednesday Thursday Friday Saturday Sunday1 2 3 4 5 6 7

TWITTER Israel Week Boston Pre-Promotion

Israel Week Boston Pre-Promotion

Live-tweet from Speaker Panel &RT #IsraelWeek Tweets



Share articles from the event & RT#IsraelWeek Tweets


FACEBOOK Israel Week Boston Pre-Promotion

Israel Week Boston Pre-Promotion

Facebook Live Stream ofPanel/Event


Facebook Live Stream ofPanel/Event Photo Gallery from the event Share articles/user photos from

the event

INSTAGRAM Promo Tease for Boston#IsraelWeek Event Photo/Video from event set-up Photo from the event Photo from the event Photo from the event Photo from the event Photo from the event

8 9 10 11 12 13 14

TWITTER Israel Week LA Pre-Promotion Israel Week LA Pre-Promotion Live- Tweet/Live-GIF from Event &RT #IsraelWeek Tweets

Live-Tweet/Live-GIF from Tech +Fashion Show & RT #IsraelWeek

TweetsLive- Tweet/Live-GIF from Event &

RT #IsraelWeek TweetsShare articles from the event & RT

#IsraelWeek TweetsShare articles from the event & RT

#IsraelWeek Tweets

FACEBOOK Israel Week LA Pre-Promotion Israel Week LA Pre-Promotion Facebook Live Stream ofPanel/Event



the event

INSTAGRAM Promo Tease for LA #IsraelWeekEvent Photo/Video from event set-up Photo from the event Photo from the event Photo from the event Photo from the event Photo from the event

15 16 17 18 19 20 21

TWITTER Israel SF Pre-Promotion Israel SF Pre-Promotion Live-tweet from Speaker Panel &RT #IsraelWeek Tweets





FACEBOOK Israel SF Pre-Promotion Israel SF Pre-Promotion Facebook Live Stream ofPanel/Event



the event

INSTAGRAM Promo Tease for SF #IsraelWeekEvent Photo/Video from event set-up Photo from the event Photo from the event Photo from the event Photo from the event Photo from the event

22 23 24 25 26 27 28

TWITTER Promote Voting & Most popularposts

Promote Voting & Most popularposts




Promote Voting & Most popularposts Select Winner

FACEBOOK Promote Voting & Most popularposts






INSTAGRAM Promote Voting & Most popularposts






29 30 31

TWITTER Select & Announce Winners

FACEBOOK Select & Announce Winners

INSTAGRAM Select & Announce Winners

SAMPLE MONTHLY CALENDAR (MAY/"ISRAEL WEEK" Promotion)

ISRAEL WEEK IN BOSTON (#IsraelWeek)

ISRAEL WEEK IN LOS ANGELES (#IsraelWeek)

ISRAEL WEEK IN SAN FRANCISCO (#IsraelWeek)

VISIT ISRAEL CONTEST VOTING ENDS & WINNERS SELECTED (#VisitIsrael)

SOCIAL MEDIA CONTEST PROPOSALSVisit Israel Campaign (First Half) & Escape Winter Campaign (Second-Half)

CONTEST #1: VISIT ISRAEL CAMPAIGN

What?

A two-part contest focused on educating audiences on Israeli Tourism and inspiring entrants to visit Israel.

Part I: Encourage potential entrants to share their reason for wanting to travel to Israel or what they'd like to see. Qualifying Entries: user-generated photos, videos, articles, travelling routes, and stories using #VisitIsrael.

Part II: Call on followers & fans to vote for their favorite post. Three winners will be picked (the most shared/liked from each platform. Qualifying Entries: followers & fans can vote once on each platform by retweeting or liking on Twitter, liking on Instagram, and sharing or liking on Facebook.

When?

March 2017 - May 2017

Who?

US Millennials active on social media

How?

Platforms: Facebook, Instagram, TwitterPromotion: Owned, Earned, and Paid Media (Twitter & Facebook Ads, Sponsored Posts)

Objectives

Encourage positive conversations around Israel.Increase the amount of Israel-realted content on social media.Educate Instagram & Facebook adueinces on Israeli tourism.Drive contest participants to consider or plan travel to Israel.

Success Metrics

Garner 50 million impressions across combined social media platforms.500% increase in positive, Israel-related content on social media.

Social Messaging

Official contest hashtag: #VisitIsraelRelated hashtags: #TelAviv #TheDeadSea #Jerusalem #Travel #Vacation

Prize

A free, all-expenses paid vacation for three winners to trave to Israel in 2017 with a friend. Each winner willexperience a different, customized tour. Duration and budget to be determined.

Conditions

Each winner will record their vacation through vlogs, blog enteries (shared across owned digital platforms) and viatheir personal social media accounts for cross-promotional purposes.

CONTEST #2: ESCAPE WINTER CAMPAIGN

What?

A two-part contest focused on promoting Israel's warm weather and beaches during cold winter months in the US.

Part I: Have participants share photos/videos of the worst thing about winter using #EscapeWinter & @IsraelTrav Qualifying Entries: user-generated photos, videos, articles, travelling routes, and stories using #EscapeWinter & @IsraelTravel

Part II: Call on followers & fans to vote for their favorite post. Three winners will be picked (the most shared/liked from each platform. Qualifying Entries: followers & fans can vote once on each platform by retweeting or liking on Twitter, liking on Instagram, and sharing or liking on Facebook.

When?

November 2017 - February 2018

Who?

US Baby Boomers & Millennials active on social media, particularly located in colder areas

How?

Platforms: Facebook, Instagram, TwitterPromotion: Owned, Earned, and Paid Media (Twitter & Facebook Ads, Sponsored Posts)

Objectives

Shape perceptions of Israel as a winter tourism destination.Grow following and engagement with official social media platforms.Educate Instagram and Facebook audiences on Israeli tourism.Drive contest participants to consider or plan travel to Israel.

Success Metrics

Garner 50 million impressions across combined social media platforms.Attract 30 million users to participate in the contest or voting for the winning entry.

Social Messaging

Official contest hashtag: #EscapeWinter @IsraelTravelRelated hashtags: #Winter #Cold #Adventure #Explore

Prize

An all expenses paid vacation for three winners in 2018 with a friend. They will experience custom winter tours ofIsrael.

Conditions

Each winner will record their vacation through vlogs, blog enteries (shared across owned digital platforms) and viatheir personal social media accounts for cross-promotional purposes.

Documents

3.Israel Tourism Social Media Guidelines