www.slovenia.info

I FEEL

SLOVENIA

Tinkara Pavlovčič Kapitanovič, M.Sc. .

Head of e-Business and Strategic Projects

tinkara.pavlovcic@slovenia.info

09 May 2012

E-Tourism Seminars

Roadshow

Rhodos

Slovenian Tourist Boardwww.slovenia.info

A PRACTICAL APPROACH TO SOCIAL MEDIA:

STB experience

IFITT

ENTER2013 22-25 January, Innsbruck www.enter-2013.org

Social media (SM) and DMOs/industry

1. Quick development of SM, different reactions

of DMOs, tourism service providers

2. Do you recognise yourself?

©Google images

SM will not go away, because…

Source: GoogleImages and Tinkara

Kapitanovic (bottom left)

Social media (SM) and DMOs/industry

1. Quick development of SM, different reactions

of DMOs, tourism service providers

2. Influence of SM on

• ‚Advertising‘

• Public relations

• Direct marketing

• Sales promotion

• Branding

• Research & Development

• Traditional organisational structures

Once upon a time...

1. Quick adoption of SM by the STB

2. Fragmented presence on social media – lack of

planning, continuity & coordination

3. Bias towards SM aplications vs. content

creation

4. Lack of brand representation

5. Not clearly defined relationship between the

HQ and representative offices in terms of SM

6. Limited knowledge of new staff members

7. Lack of standardized SM monitoring process

Social Media Channels & STB presence

@SloveniaInfo Feel Slovenia

Slovenia

New vision of the STB digital /SM

presence

• Be Visible in every single digital platform (social

networks, search engines, web, mobile).

• Be Different in terms of digital marketing

practices

• Be Consistent design and content-wise and in

full alignment with its overall marketing

strategy.

Selected goals of SM marketing

• To improve Slovenia's visibility as a tourist destination on the Internet;

• To raise awareness of Slovenia as a tourist destination viaSM

• To promote and establish wider communication aboutSlovenia on the Internet;

• To improve the Slovenia brand and strengthen brandidentity on/via the Internet;

• To increase the number of visitors to www.slovenia.info andthe number of bookings made on that site;

• To increase the number of registered users of the e-newsletter;

Selected goals of SM marketing

• To strengthen PR activities on the Internet;

• To support SEO activities through the use of social media to guarantee a better position for the Slovenia.info

• To ensure presence and support to the customersbefore, during and after the trip

• To ensure quality platforms for information sharing andexchange before, during and after trips

• To be creative and innovative in (SM) activities

• To work in partnerships in order to be more effectiveand efficient

Setting the priorities

1. Focus on main SM mainstreams

• Facebook

• Twitter

• Youtube

• Forsquare

• LinkedIN

2. Consolidation and unification

3. Content creation strategy & process

4. Ennhance monitoring & evaluation

Selecting target

audience & SM

channels &

develop

appropriate digital

content

Facebook page FEEL SLOVENIAwww.facebook.com/slovenia.info

Merging post

Change in content creation & process

Usage of Feel & Love,

Green, Active, Healthy

Other brand book

guidelines

Content creation

process & guidelines

Interactive note

Regular posting 3-

4/week (English-

global)

Monitoring & dealing

with comments

BEFORE

22th Oct 2009

AFTER

15th July 2011

AFTER

1st Feb 2012

Do you use tripadvisor.com/owners?

Increasing engagement & interaction of our fans

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Small competitions

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Engaging with customers via different channels

Forming partneships with most influential sites

Getting visible on other platforms

Post to New Zealand

100% Pure

Facebook page

Twitter @ SloveniaInfo

Source: Google images

Twitter @SloveniaInfo

http://paper.li/southernbarter

http://paper.li/_viajar#

Share quirky facts

about what will/

happened in Slovenia

today or in the next

days.

• Retweet (RT), Reply

• #(hashtag)– #ToSlovenians

– #activeslo

– #GreenLightWorldFlight

– #IfyouwereinSlovenia

• Bit.ly

• Twitpic.com

• Direct Message (DM)

• Incl. partners

Working proactively and highly targeted

YouTube.com/Slovenia

Sharing on SM video/favourites through own YouTube channel (bit.ly)

-www.youtube.com/user/slovenia?feature=mhee#p/f/4/21TiLl6iTQc (own

channel)

Sharing on Twitter,

Facebook including link

on Slovenia YouTube

channel

Joint Portoroz campaign-all hotels participating

Engaging the bloggers & journalists

�Twitter & Facebook

�Followed by fam trip in

Slovenia for the winner

Keep in mind

• New ‚free‘ opportunities

• But:

– Be careful with the exact arrangement

– Define the scope

– How you will use it

– What will bring you

– How it fits to your brand and strategy

– Be ready with your stories

Case study:WorldFlightGreenLight

Monitoring & analytics

Attentics- AD HOC analysis

Analytics

Social numbers

Number of fans/

followers

Social Media

Januar 2011 March 2012

Facebook

Feel Slovenia18.705 24.486

Twitter

@SloveniaInfo972 4.126

Content optimization to increase

interaction

Facebook Insights

• It is more about

quality rather

then quantity

• Level of

engagement

Analytics FBinsights

• Twitterfall http://twitterfall.com/ -monitoring posts

• Social Bro http://www.socialbro.com –monitoringTwitter statistics(the most influentual followers, postsper country ..)

• Social Mention http://www.socialmention.com –monitoring the performance of selected keyword on SM

• Crowdbooster https://crowdbooster.com/ for FB in Twitter analytics

• Attentics http://www.attentics.com

• Klout and Peer Index

Crowdbooster.com

Did you know

• That some hotels upgrade the rooms based on SM influence of the guest (e.g. looking at Klout index in Palms Casion resort, LV)

• That you can convert a general inquiry on Twitter to a real sale (LifeClass resorts, Portoroz, Slovenia)

• That customer do complain about different aspects ofnegative experience on DMO SM channels

• That you can have „SM coffee break“ and even…

© Tinkara Kapitanovic

Main challenges

1. Content (creation) and story-telling

2. Internal organisation and process

3. Understanding that online marketing /SM

is not only „IT business“

4. Implementation of SM analitcs &

monitoring findings

5. Getting the agency that is capable to

deliver creative and „engaging“ solutions

6. ROI

σας ευχαριστώ.@tinkarapk

http://si.linkedin.com/in/tinkarapavlovcickapitanovic