Presentation Social Media in Destination Marketing - ICCA World Congress

Social Media in Destination Marketing

50th ICCA World Congress, Leipzig

zondag 23 oktober 11

and you?


the kicker



Questions?


Do you use it?


Survey Results


Does your bureau use Social Media?


YES NO


77%

YES NO


77%

23%

YES NO


Why not?


We have not considered social media for our marketing strategy yetPrefer using traditional marketing toolsWe feel Social Media is overratedOther, please specify


42%



42%



42%

17%



42%

17%

42%



Do you use Social Media in your

communication to meeting planners?


Yes No


70%

30%

Yes No


Why not?


50%

33%

8%

8%

We have not yet put a Social Media strategy together for this segment We don’t feel this is the right tool for this audienceWe are still researching if social media should be used when communicating with meeting plannersWe have not thought about it yetOther, please specify


Do you use Social Media to reach out to

leisure travelers?


Yes No


83%

17%

Yes No


How long have you been using

Social Media?



19%

41%

32%

5% 3%


19%

41%

32%

5% 3%

0-6 months1 year2 years 3 years3+ years


Are you tracking your succes of using Social Media?


63%

37%

Yes No


which metrics?





pageviews


engagement


Get on with it!


the world has changed


information is free


http://www.flickr.com/photos/inju/112082907/






TV

http://www.flickr.com/photos/roadsidepictures/276395210/




Radio

http://www.flickr.com/photos/imh/3297961043/




http://www.storytellersmediagroup.com/





Closed

Selective

Controlling


gate keepers


(are you a gate keeper?)


do you think you are?


you might be disappointed...


gate keepers







weblog/twitter/facebook:

my own information channel


weblog/twitter/facebook:

my own information channel

on internet




http://www.flickr.com/photos/scott_rtw/1350993666/







Closed

Selective

Controlling













Open

Random

Supportive






huge benefits


>600 million people usesocial networks at least daily


http://www.insites.eu/



































































stop marketing


start conversations


listen!




about

whodo you

want totalk to

?whatand where

do you find them


conversations


conversations

colleagues


conversations

leisure travelerscolleagues


conversations

leisure travelers

business travelers

colleagues


conversations

leisure travelers

business travelers

meeting planners

colleagues


leisure travelers


http://www.flickr.com/photos/rosefirerising/3841043935/




talk to them!







branding


collect and share


listen and help


http://www.youtube.com/watch?v=pqHWAE8GDEk&feature=player_embedded




business travellers








meeting planners


personal


relation management




add online to offline









Open

Random

Supportive






about

whodo you

want totalk to

?whatand where

do you find them


right tool for the job


text


video


photo


chitchat/conversations


.........zondag 23 oktober 11

contact conversation content





...

.........

...



...

...

.........

...

...



1. Get Social Media Accounts



2. Gather online content




3. Curate online content for specific audiences





4. Build your network, one person at a time






5. Listen to people (stop shouting)






5. Listen to people (stop shouting)

6. Help, support your clients and everyone else that is interested in your destination


7. stop spending money on traditional advertising to free up capacity for Social Media


mindset





be 15 again


be inquisitive


try stuff


Fail, fail early, fail oftenzondag 23 oktober 11


recommended



Brian Solis



• Listen to the Groundswell



• Engage



• Engage

• Energize the Groundswell



• Engage


• Make the Groundswell self-sufficient



• Engage


• Make the Groundswell self-sufficient

• Embrace the Groundswell


Questions?


one more thing...



Be hospitable, provide free Wi-Fi


http://event-wifi-wiki.wikispaces.com/




Lykle de Vries

foto: Ester Kroezenga

[email protected]+31 6 53 76 69 64

Twitter: @lykle


http://www.linkedin.com/in/lykledevries



http://www.blijfkijken.nl


mailto:[email protected]


http://www.deondernemers.nl


Lykle de Vries

foto: Ester Kroezenga

[email protected]+31 6 53 76 69 64

Twitter: @lykle












Presentation Social Media in Destination Marketing - ICCA World Congress

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