How to apply Social Media             to destination marketing?                    Lessons from the CaseHuntersInternation...
Christine Fuchs                                        Gerrit Heijkoop                                        Twitter: @Ca...
Twitter: @CaseHunters        Facebook: /CaseHunters        Photos, Feedback, Links & QuestionnaireInternational Congress a...
Where doyou stand?International Congress and Convention Association   Twitter: #ICCA12 @CaseHunters
International Congress and Convention Association   Twitter: #ICCA12 @CaseHunters
“I am doing pretty                 well on Social Media”       Disagree                                                  A...
Why these 3 cases?International Congress and Convention Association   Twitter: #ICCA12 @CaseHunters
179    5                                    6                           3.422       300                        -    -     ...
Started                   Who?         How much time?                                 2011               External agency  ...
Target audience                  Objective                            International Meeting planners   Increase the awaren...
Take a closer look …     1. What do you like about each approach?     2. Where do you see room for improvement?     3. For...
5 phases of Social                      1.     Fear & Denial                      2.     Experimentation                  ...
Who do you communicate with?            1.     Authenticity            2.     Friends & family            3.     Employees...
What resources do you need?       Content: stories, photos, ‘occasions’       People: team, training, coordination, networ...
International Congress and Convention Association   Twitter: #ICCA12 @CaseHunters
ICCA - MEETING THE WORLD                          BLOGFESTInternational Congress and Convention Association   Twitter: #IC...
#reflection            applying to            your own            contextInternational Congress and Convention Association...
“What would happen if                 tomorrow you decided                     to stop with all                Social Medi...
Benefits are clear!             1.     Contact with your audience             2.     Increased exposure             3.    ...
“How can you measure                  the contribution                 of Social Media to             your business object...
ROI                                        % = (value – investment) / investment                            IMPACT        ...
#reflection            applying to            your own            contextInternational Congress and Convention Association...
ICCA & Meet Puerto Rico Social Media competitionInternational Congress and Convention Association   Twitter: #ICCA12 @Case...
Before we go …International Congress and Convention Association   Twitter: #ICCA12 @CaseHunters
International Congress and Convention Association   Twitter: #ICCA12 @CaseHunters
International Congress and Convention Association   Twitter: #ICCA12 @CaseHunters
Twitter: @CaseHunters        Facebook: /CaseHunters        Photos, Feedback, Links & QuestionnaireInternational Congress a...
How to apply Social Media             to destination marketing?                    Lessons from the CaseHuntersInternation...
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How To Apply Social Media To Destination Marketing #ICCA12 WEDNESDAY 24/10/2012

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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.

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How To Apply Social Media To Destination Marketing #ICCA12 WEDNESDAY 24/10/2012

  1. 1. How to apply Social Media to destination marketing? Lessons from the CaseHuntersInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  2. 2. Christine Fuchs Gerrit Heijkoop Twitter: @CaseHunters Facebook: /CaseHuntersInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  3. 3. Twitter: @CaseHunters Facebook: /CaseHunters Photos, Feedback, Links & QuestionnaireInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  4. 4. Where doyou stand?International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  5. 5. International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  6. 6. “I am doing pretty well on Social Media” Disagree AgreeInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  7. 7. Why these 3 cases?International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  8. 8. 179 5 6 3.422 300 - - 56 28 706 261 4.665 5 22 510 471 4 15 80 35 78 2.807 4.735 18 1.399 1.079 10 - - - - - 3.017International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  9. 9. Started Who? How much time? 2011 External agency 7 hours / week 2010 Whole team (4) 7 hours / week 2009 PR consultant + 7 hours / week 2 team membersInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  10. 10. Target audience Objective International Meeting planners Increase the awareness, stimulate Requests from United Kingdom, Belgium, for Information (RFI) and have a better France, Germany, Scandinavia understanding of hot topics in the market and and the USA. to adept our marketing accordingly. Mostly meeting planners, Convince meeting professionals that Gdansk is industry professionals, a fantastic city, combining history with domestic and foreign agencies. modern. A city of freedom with open minded, young, well educated people. Social Media for us embodies this freedom. Meeting planners, Communicate messages and news of our Bureau Members, activities to our membership (via Facebook). Puerto Rico Community-at- Communicate to meeting planners, increase Large. exposure of promotions (via Twitter, Facebook)International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  11. 11. 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 eachInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  12. 12. 5 phases of Social 1. Fear & Denial 2. Experimentation 3. Marketing department 4. Connected individuals 5. Social businessInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  13. 13. Who do you communicate with? 1. Authenticity 2. Friends & family 3. Employees & colleagues 4. Partners & suppliers 5. Clients 6. Rest of the worldInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  14. 14. What resources do you need? Content: stories, photos, ‘occasions’ People: team, training, coordination, network Social Identity: design, integration Technology : internet, accounts, apps & toolsInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  15. 15. International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  16. 16. ICCA - MEETING THE WORLD BLOGFESTInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  17. 17. #reflection applying to your own contextInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  18. 18. “What would happen if tomorrow you decided to stop with all Social Media activities?”International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  19. 19. Benefits are clear! 1. Contact with your audience 2. Increased exposure 3. Conform expectation 4. Improved search resultsInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  20. 20. “How can you measure the contribution of Social Media to your business objectives?”International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  21. 21. ROI % = (value – investment) / investment IMPACT Meetings in destination BEHAVIOUR Contact request, RFP’s, visits LEARNING Awareness, referral traffic AUDIENCE Followers, likes, commentsInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  22. 22. #reflection applying to your own contextInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  23. 23. ICCA & Meet Puerto Rico Social Media competitionInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  24. 24. Before we go …International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  25. 25. International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  26. 26. International Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  27. 27. Twitter: @CaseHunters Facebook: /CaseHunters Photos, Feedback, Links & QuestionnaireInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters
  28. 28. How to apply Social Media to destination marketing? Lessons from the CaseHuntersInternational Congress and Convention Association Twitter: #ICCA12 @CaseHunters

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