Twitter: #ICCA12 @CaseHun International Congress and Convention Association How to apply Social Media to destination marketing? Lessons from the CaseHunters
How To Apply Social Media To Destination Marketing #ICCA12 WEDNESDAY 24/10/2012
Jan 22, 2015
Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.
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Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
How to apply Social Mediato destination marketing?
Lessons from the CaseHunters
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Christine Fuchs
Gerrit HeijkoopTwitter: @CaseHunters Facebook: /CaseHunters
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Photos, Feedback, Links & Questionnaire
Twitter: @CaseHunters Facebook:
/CaseHunters
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Where do you stand?
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
“I am doing pretty well on Social Media”
AgreeDisagree
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Why these 3 cases?
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
1.399
510
3.422
1.079
471
300
10
4
179706
183.017
5 2.807
5261
-
15
-
-
80
-
-
35
56
-
78
28
22 4.735
64.665
-
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
2009
2010
2011
PR consultant + 2 team members
Whole team (4)
External agency
7 hours / week
7 hours / week
7 hours / week
Started Who? How much time?
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Target audience ObjectiveInternational Meeting planners from United Kingdom, Belgium, France, Germany, Scandinavia and the USA.
Increase the awareness, stimulate Requests for Information (RFI) and have a better understanding of hot topics in the market and to adept our marketing accordingly.
Mostly meeting planners, industry professionals, domestic and foreign agencies.
Convince meeting professionals that Gdansk is a fantastic city, combining history with modern. A city of freedom with open minded, young, well educated people. Social Media for us embodies this freedom.
Meeting planners,Bureau Members, Puerto Rico Community-at-Large.
Communicate messages and news of our activities to our membership (via Facebook).Communicate to meeting planners, increase exposure of promotions (via Twitter, Facebook)
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Take a closer look …1. What do you like about each approach?2. Where do you see room for improvement?
3. Formulate a ‘Top’ and a ‘Tip’ for each
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
5 phases of Social1. Fear & Denial2. Experimentation3. Marketing department4. Connected individuals5. Social business
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Who do you communicate with?1. Authenticity2. Friends & family3. Employees & colleagues4. Partners & suppliers5. Clients6. Rest of the world
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
What resources do you need?
Technology : internet, accounts, apps & tools
Social Identity: design, integration
Content: stories, photos, ‘occasions’
People: team, training, coordination, network
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
ICCA - MEETING THE WORLD BLOGFEST
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
#reflectionapplying toyour own context
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
“What would happen if tomorrow you decided
to stop with all Social Media activities?”
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Benefits are clear!1. Contact with your audience2. Increased exposure3. Conform expectation4. Improved search results
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
“How can you measure the contribution
of Social Media to your business objectives?”
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
AUDIENCE
LEARNING
IMPACT
BEHAVIOUR
ROI % = (value – investment) / investment
Meetings in destination
Contact request, RFP’s, visits
Awareness, referral
traffic
Followers, likes,
comments
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
#reflectionapplying toyour own context
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
ICCA & Meet Puerto Rico Social Media competition
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Before we go …
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
Photos, Feedback, Links & Questionnaire
Twitter: @CaseHunters Facebook:
/CaseHunters
Twitter: #ICCA12 @CaseHuntersInternational Congress and Convention Association
How to apply Social Mediato destination marketing?
Lessons from the CaseHunters
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