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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

A practical approach to Social Media: STB experience

SPIRIT Slovenia, Public AgencySlovenian Tourist Board

Nina CvirnSocial Media Manager, E-business

nina.cvirn@slovenia.info

January 24, 2013

This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

LET‘S START

[VIDEO]

SOCIAL MEDIA REVOLUTION 2013

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

SOCIAL MEDIA CHANGES…

• It changes the way how one travels.• And industry has to adapt to changed

behaviour.

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Dream/ get

inspiredPlan Book Visit

Share/ Report / Feedback

Dream Again

This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

SOCIAL MEDIA• 1.Quick develpment of SM• 2.Influence of SM on

– Advertising– PR– Direct marketing– Sales promotion– Branding– Research & Development– Traditional organisational structures

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

SOCIAL TOUCHES ALL ASPECTS OF THE ORGANIZATION

• Training must address more than just marketing and communications

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Social Media

SalesFinance

Research

Brands

HRLegal

Digital

IT

Marketing

PR

This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

Once upon a time….1. Quick adoption of SM by the STB

2. Fragmented presence on SM- lack of planning, continuity & coordination

3. Bias towards SM apps vs.content creation

4. Lack of brand representation

5. Limited knowledge of new staff members

6. Lack of standardized SM monitoring process

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

SM MAKE TRAVEL (MARKETING) COMMUNICATION EASY & MORE INTERACTIVE & EFFECTIVE

• Excellent customer service tool• Better market targeting• Feedback• Booking is integrated & done via different

platforms• Very useful for crisis management• Yet, it requires a lot of engagement• And a real-time marketing communication

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

MAIN CHALLENGES• Content (creation) and story-telling• Internal organisation and process• Understanding that online marketing /SM is not

only „IT business“• Implementation of SM analitcs & monitoring

findings• Getting the agency that is capable to deliver

creative and „engaging“ solutions

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

VISION OF THE STB DIGITAL/ SM PRESENCE

• Be visible• Be different• Be consistent

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

GOALS OF SM MARKETING• To improve Slovenia‘s visibility as a tourist destination on Internet• To raise awareness of Slovenia as a tourist destination via SM• To promote and establish wider communication about Slovenia on

the Internet• To improve the Slovenia brand and strenghten brand identity on/via

the Internet• To increase the number of visitors to www.Slovenia.info • To increase the number of registered users of the e-newsletter

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

SETTING THE PRIORITIES

• Focus on main SM mainstreams• Consolidation and unification• Content creation strategy & process• Enhance monitoring & evaluation• Selecting target audience & SM

channels & develop appropriate digital content

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

LOOKING FOR THE RELEVANT STORIES

• What people are talking about• What is of their particular interest (related

to the story)• Twitter, blogs, FB, YouTube, online PR

platforms (Prweb…)

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

LISTENING • Who/and what do the readers listen to?• ‚,If you‘re talking, engaging, homorous

without pandering, I‘m going to listen‘‘• Only boring promotional messages does

not meet the needs of listeners

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

ESTABLISHING RELATIONSHIPS• Keeping in contact• Getting new contants more easily &

effectively• Communicating, engaging

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

MONITORING & ANALYTICS• Twitterfall http://twitterfall.com/ -monitoring posts• Social Bro http://www.socialbro.com –monitoring

Twitter statistics(the most influentual followers, posts per country ..)• Social Mention http://www.socialmention.com –

monitoring the performance of selected keyword on SM• Crowdbooster https://crowdbooster.com/ for FB in

Twitter analytics• Attentics http://www.attentics.com• Klout and Peer Index

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

REMEMBER• Communicate not advertise on SM• Try new ways of online

promotions/communications- experiment• Define what you want- set up the concept• Listen, engage, measure• Work on synergies• Follow the trends

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

KEEP IN MIND

• New ‚free‘ opportunities• But:

– Be careful with the exact arrangement– Define the scope– How you will use it– What will bring you– How it fits to your brand and strategy– Be ready with your stories

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

FACEBOOK www.slovenia.info/facebook

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

TWITTER www.slovenia.info/twitter

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

TWITTER www.slovenia.info/twitter

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

ENGAGING THE BLOGGERS & JOURNALISTS

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

FOURSQUARE www.slovenia.info/foursquare

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

YOUTUBE www.slovenia.info/youtube

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

INSTAGRAM www.slovenia.info/instagram

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

LINKEDIN www.slovenia.info/linkedin

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

CASE STUDY: WorldFlightGreenLight

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

CASE STUDY: #WINTERSLOVENIA

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• Winter in Slovenia

This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

#wintersLOVEnia

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

Follow us:      • www.slovenia.info/facebook• www.slovenia.info/twitter • www.slovenia.info/linkedin • www.slovenia.info/youtube • www.slovenia.info/googleplus • www.slovenia.info/foursquare• www.slovenia.info/instagram • www.wayn.com/profiles/slovenia

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

Thank you!www.linkedin.com/in/ninacvirn

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