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Tourism Ireland

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Brian Harte from Tourism Ireland shares their social media marketing lessons. Comment now at www.hotelwebsitemarketing.com/blog

Brian Harte from Tourism Ireland shares their social media marketing lessons. Comment now at www.hotelwebsitemarketing.com/blog

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  • Filling your funnel with qualified leads Use your feedback forms to gather reviews Send follow-up emails with a link to your Trip Advisor profile and invite people to give you their reviews TUI got 175K reviews for a new social media website that they’re building in this way
  • Transcript

    • 1. Social Media Experiences Hotel Website Marketing Conference 24 th November 2009 Presented by Brian Harte Head of Customer Engagement and eMarketing Tourism Ireland
    • 2. Tourism Ireland’s Role Responsible for marketing the island of Ireland overseas as a holiday destination “ ”
    • 3. 41 Websites – 19 Languages 12 m visits 64 m page views 2 m referrals +28% vs 2008
    • 4. Importance of Online
      • Online Advertising : all standard formats (banners, skys, MPUs), rich media
      • Partnership Media Promotions : joint campaigns e.g. Lastminute, Expedia, Tripadvisor
      • Email Marketing : TI database, cold data, media partner databases
      • Search Engine Marketing : over €700,000 invested in 09, 2,000+ key search terms
      27% of 2010 marketing spend online
    • 5. Social Media: Tourism Ireland’s Perspective
      • Here to stay
      • Important
      • Long-term engagement
    • 6. Our Social Media Strategy
      • Social Media Capability
      • “ Platform” presence on key media
      • Social Media Campaign Component
      • Online PR
      • Customer Service
      • Promote internal skills & knowledge
    • 7. Social Media Approach
      • Process : Use existing providers & staff plus projects co-ordinator
      • Applications : Build appropriate apps & deploy
      • Amplification : calls to action, PR & publicity, advertising
    • 8. Activities to Date
      • Social marketing ‘toe-dip’
        • Facebook, WAYN, Youtube, Flickr, Blog
      • Market campaigns
        • Facebook, Twitter, Hyves, MySpace
        • Mixed success
      • Formal Start of Activities
        • Central & market Twitter streams
        • Central & market Facebook pages
        • Market-specific Media
    • 9.  
    • 10.  
    • 11.  
    • 12. # Hashtags #irelandoffer
    • 13.  
    • 14.  
    • 15.  
    • 16.  
    • 17.  
    • 18. Lessons Learned … not just for Christmas
    • 19. Lessons Learned
      • Be wary
        • Difficult to Manage
        • Very time consuming
        • Hasn’t yet been proven in delivering sales
        • “ sales as a side effect”
        • Objective setting & measurement challenging
      • Needs…
        • Process
        • Consistency
        • To be appropriate to the medium
      • What works ?
        • Personal approach, images, incentives, service
    • 20. Recommendations
      • Engage with Trip Advisor & other review sites
      • Monitor & listen to main social media
        • Particularly Facebook, Twitter, travel boards
      • Contribute
        • For example, let Tourism Ireland amplify, tweet at us, use #IrelandOffer
        • Talk to our users, interact on our Facebook pages
      • Start your own
        • But be careful, do it sustainably
        • Remember it’s a network, so interact to amplify
        • Maintain personal contact & incentivise with offers
    • 21. Get Involved -Tourism Ireland’s Industry Opportunities
      • Ensure your record in Fáilte Ireland/ NITB databases is up to date
      • Provide offers to Fáilte Ireland/ NITB to be used on discoverireland.com
      • Stand out through good offers, not necessarily the lowest price
      • Visit www.tourismirelandindustryopportunities.com
    • 22.  
    • 23. Thank You [email_address]

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