MOBILIZE USERS/FANS/FOLLOWERSAND YOU WILL GET GREAT CONTENT

ANA PENOVIĆ

POMP FORUM, September, 2016

QUALITY CONTENT

TODAY’S INTERNET USERS

MOST IMPORTANT CONTENT GOAL

Difficult to produce continuously

Uninterested, short attention span, extremely difficult to mobilize and to stimulate/encourage readers/users/fans to take action

To gain attention and to stimulate/encourage readers/users/fans to take action

CASE 1WHY CROATIA

Client: Every stakeholder in Croatian tourism industry

What: Video project

The idea behind the project: In 2010 the Croatian Tourism Board was still spending the majority of its marketing budget on television and newspapers/magazines. With this project we wanted to show that, by using available digital channels, it was possible to promote Croatia for 0 euros and get great, measurable, results.

How: We invited Croatian citizens to create short, personal videos in which they invited foreign tourists to spend their holidays in Croatia. We told them to tell - in couple of sentences - why they thought everybody should come and visit the country and to say something about their town or region - something extraordinary a tourist would experience if they decided to visit there.

CASE 1WHY CROATIA

What made it special: Croatian people are very uncomfortable with filming video clips. Even today, it is almost impossible to get them to film anything. By appealing to the fact that tourism is the most important Croatian industry that contributes immensely to our national growth product and by stressing the fact that we were doing it for the ‘ordinary’ people who live solely from this industry, we received over 400 video clips, created by regular people.

Results: 400 authentic video invitations from both young and older people, over 250.000 visits to the Why Croatia web page without any advertising what so ever and over 600.000 euros worth of media space. Ultimately, the Croatian Tourism Board integrated Why Croatia into its promotional activities during that summer.

What we learnt: If you give users a higher purpose, one they can relate to, they will do almost anything they are asked to do.

CASE 2WHY NORTHWESTERN ISTRIA?

Client: Colours of Istria Cluster

What: Booklet (print & online)

The idea behind the project: In order to promote the beauty and the numerous experiences this part of Croatia has to offer, in June 2013 we decided to let our fans and followers do it for us. The key targets were the most prominent international tourism journalists.

How: After collecting a few hundred impressions, comments and praises from Colours of Istria online community, we created a booklet that was sent out to 200 most influential tourism journalists from around the world. And, when the journalists received booklet, an online version was put on web page so we had great content to share throughout the summer.

CASE 2WHY NORTHWESTERN ISTRIA?

What made it special: It was the first booklet that used customers’ observations in the promotion of a destination. Also, we gave our fans voice that was heard loud and clear all over the world. Results: Feedback from journalists was outstanding, the project was recognized and praised in both the tourism and the digital marketing industry. It still stands as a great example of how to use one’s customers’ comments for promotional purposes.

What we learnt: Show your fans/followers that you carefully follow and appreciate every interaction they are willing to give and you will grow a loyal and tightly connected community.

CASE 3KRKA NATIONAL PARK

Client: Krka National Park

What: Photo contest (humanitarian character) Idea behind project: Since people love to take photos during their holidays and in particular when they are spending time in places of extraordinary beauty, such as the Krka National Park, we decided to use their enthusiasm and get new content for our social media profiles.

How: We simply invited our huge fan base on Facebook and Twitter to share their best photos with us. The only award we promised was that 12 best photos would be used for Krka’s calendar. The entire earnings from the calendar were donated to those in need.

CASE 3KRKA NATIONAL PARK

What made it special: Not only did we get phenomenal photos, but we also tracked and reported to the Krka National Park which parts of the Park were under particular pressure of a large number of visitors so they could take extra care and reroute visitors to other parts of Park.

Results: Hundreds of photos were received during the two months of the contest. We put an author tag on each photo and we are still using them in our communication of the beauty of Krka National Park, while celebrating the fans that joined us in the contest.

What we learnt: Professional photographers are not going to be happy with a contest like this one. They think it means companies will cease to pay for their services so they will protest loudly.

CASE 4ADRIATIC CLUB INTERNATIONAL

Client: Adriatic Club International (ACI) What: An online booklet of 100 places to visit (while sailing in Croatia) Idea behind project: After delivering 800 pieces of content that promoted all beauties of Adriatic coast situated in the vicinity of 21 ACI marinas, we realised we had to dig deeper. Since ACI cannot guarantee quality of service of any particular spot outside the marinas themselves, we decided to ask boaters that had already sailed up and down our coast before to share their best spots with us.

How: During the two-months of the high season we collected experiences and recommendations from our boaters in the form of a booklet.

CASE 4ADRIATIC CLUB INTERNATIONAL

What made it special: We let our boaters stand behind every recommendation in the booklet since it was rather inconvenient for ACI to do so. By giving away 20 sailing-starter-kits, we showed our community that we appreciate their contribution to the entire sailing experience we want to promote. Results: During the entire sailing season, we had 100 places to talk about with our community and they were recommended from one sailor to another.

What we learnt: Whenever you are not sure whether you should promote third party services or products, put your customer/community in action. They will gladly do it for you.

CASE 5VALAMAR MOMENTS

Client: Valamar Hotels & Resorts

What: Facebook photo contest

The idea behind the project: The biggest Croatian tourism company, with hotels and resorts scattered all over Adriatic coast, wanted to give its existing and potential visitors a platform to share the special moments they experienced while staying at one of their facilities - hotels, resorts and camps. By giving the visitors a chance to showcase the best moments they experienced, we collected thousands of quality photos during the summers of 2016 and 2015.

CASE 5VALAMAR MOMENTS

How: Although a huge part of the success of this contest lies in the content of the prize it offered (an entire 7-day vacation paid by Valamar), it is a fact that people love to share their photos, observations and experiences while on holidays so their family and friends can see them. We just took advantage of that fact in a most basic sense.

Results: With a little push, accomplished by Facebook advertising, we received thousands upon thousands of quality photos that captured the happiest moments Valamar’s guests experienced while staying at Valamar facilities. At the same time, the number of fans on Valamars’ social media profiles rose.

What we learnt: Photos and videos related to travel is the most popular content on social media. Use the fact that people love to share their holiday photos and you will get great results.

CASE 6JASNO & GLASNO

Client: Jasno & Glasno

What: Practical handbook on digital marketing Conquer internet (or Internet will conquer you)

The idea behind the project: In 2011 our company started to write a book on digital marketing. In order to be as authentic as possible, we invited all our past and existing clients to talk/describe their activites and experiences on online channels.

How: Since every book covers every segment of digital marketing – from creating web pages and social media communication to content production and mobile platforms – we invited our clients to share with us mutual experiences we had to go threw to learn and optimize our activites.

CASE 6JASNO & GLASNO

What makes it special: Not only that this is still the only book on digital marketing published in Croatia and Balkan region, but it connected us even more with our client who were more than willing to share their experiences with our readers.

Results: With only 100 euros spent on advertising, first edition of the book was sold out in approximately 9 months, it became official exam book on two universities and gain our company huge media coverage.

What we learnt: Don’t be afraid to share both good and bad work experiences. We work in youngest branch of all and every experience we are willing to share will build trust in us.

Thank youfor your attention!