A View From the State’s Perspective: How Content is Developed, Curated and

Promoted

Emily Forsha, Travel Oregon

Theresa Overby, Miles – Louisiana Travel

How Travel Oregon Manages Social Media/Content

Emily ForshaIntegrated Marketing | Travel Oregon

OUR JOB IS TO INSPIRE

Context Is King

(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)

editorial objective:

Cross Platform Inspiration

• Feature stories• Itineraries• Broadcast partnerships• Bloggers + Ambassadors• 200 stories/ 70-30 mix

original v. curated• Social Media

Occasional pre-trip questions – either TO or from writer’s account. e.g. “We’re sending Russ and Laura to ride the Old West Scenic Byway….what should they (we) see/do?”

Images/stories from the trip (2-3)Either TO or writer’s account

Story lives on TO.com

Video on YT (w/ abstract + link driving back to story)

Pre

Trip

Post

Baking Social

Louisiana Travel Content/Social MediaTheresa OverbyContent Director | Miles

Our #1 goal is to inspire the visitor to add Louisiana to their consideration set for vacation travel

LouisianaTravel.com

http://onlylouisiana.vscampaign.com

Couch Community Management

Takeaways1. Be afraid of shiny objects – plan before jumping in

2. Audit what’s working/what’s not (content)

3. Co-op the content creation process (i.e. include influencers, local partners etc.)

4. Creating content? Think about how it can be broken down for across platforms

5. Curate content

6. Measure & benchmark