Future Convention Cities Initiative (FCCI) #ICCA12 SUNDAY 21/10/2012
How To Apply Social Media To Destination Marketing #ICCA12 WEDNESDAY 24/10/2012
28
Twitter: #ICCA12 @CaseHun International Congress and Convention Association How to apply Social Media to destination marketing? Lessons from the CaseHunters
description
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.
Transcript of How To Apply Social Media To Destination Marketing #ICCA12 WEDNESDAY 24/10/2012
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
