Post on 16-Apr-2017
Social Innovation: Strategic Considerations for Destination MarketersThe Content Shift & Tearing Down the Walls
Mark RybchukSpecialist, State & Local Government@HootRybber
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Mark Rybchuk Specialist, State & Local
Government @HootRybber | mark.rybchuk@hootsuite.com
Speaker
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• Current State of Social Business for Destination Marketers• Implementing Social Change & Strategic Considerations• Fireside Chat with Destination BC
Agenda
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The digital world then...
Customers seeking information
Website EmailForums Travel sites
Ads Search
Social
Destination Marketers
The digital world now...
Destination Marketers
Website Email
Customers sharing information
Ads Search
Forums Travel sites
Social
The Content Shift
City of New York
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● Captured the New York experience from New Yorkers
● Selected specific categories i.e. Arts & Institutions, Dining, Fashion, Sports, Nightlife, Regions, etc.
● Used hashtags to find power users and those sharing most and reached out
NYC & Company @NYCGO: See Your City
Destination BC @HelloBC: #ExploreBC and Beyond
● Built individual connections by having individual conversations
● Used traditional advertising to support social
● Focused on engagement and value to drive lasting relationships
Mark Rybchuk Specialist, State & Local
Government @HootRybber
Fireside Chat
Leah Poulton Social Media Manager,
Destination BC@HelloBC
Julia Crawford Social Media Specialist,
Destination BC@HelloBC
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Strategic Shift
Pilot Vision and Approach
Welcome Package
Visitor Cards
Best Practices
Analytics
Weekly Check-ins
Network in Action
Thank you!
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Mark RybchukSpecialist, State & Local Government@HootRybber