Itbetw österreich werbung_nitz
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Itbetw österreich werbung_nitz



Social Media - from eyploration to strategy

Social Media - from eyploration to strategy



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Itbetw österreich werbung_nitz Itbetw österreich werbung_nitz Presentation Transcript

  • Social Media Olaf Nitz Head of Digital Media StrategyFrom Exploration to Strategy Austrian National Tourist Office
  • Agenda • Why a Social Media Strategy? • Exploring Social Media • How we do it • Social Media Strategy
  • Who we are – some facts • The Austrian Tourist Office (Österreich Werbung) ist the national tourism marketing organization for the country of Austria. The ATO is funding by the Austrian Federal Government (75%) and the Austrian Chamber of Commerce (25%), but also acts as a fee based marketing agency for Austrian tourism interests. • Worldwide Staff: 230 • President: BM Dr. Reinhold Mitterlehner, Minister for Economics , Republic of Austria • CEO: Dr. Petra Stolba
  • Market Offices worldwide
  • Development of Technologies Visibility Technology Productivity MaturitySource: Gartner, Mastering the Hype Cycle
  • Development of Hypes Visibility Many providers Hype in mass media Negative press Consolidation of providers 20-30% of potential users Early Adopter First products on Best practices the market Less than 5% 3rd generation of products„ of potential users „Out of the Box“ VC for start-ups 2nd generation of products R&D Technology Peak of Slope of Plateau of Trough of Inflated Enlightenment Productivity Trigger Disillusio Ex- nment pectations MaturitySource: Gartner, Mastering the Hype Cycle
  • Who is responsible for Social Media?
  • 2006: Our first blog
  • Campaign-Blog: Snowtour
  • Facebook Pages
  • Youtube Channel
  • Social Media on the website
  • Social Media on the website
  • Social Media on the website
  • Social Media on the website
  • Social Media as part of Campaigns
  • Newsletter
  • Smartphone applications
  • Partnerships: Augmented Reality
  • B2B Blog
  • B2B: Travel 2.0 Guides
  • Digital Media StrategyHOW WE DO IT
  • Digital Media Areas / Teams Coordination of website Content content, online portals, newsletters & Newsletter, digital campaigns Online- Monitoring, campaigns Innovation & Know How controlling & support of the market offices Digital Media Strategy Content research Digital platforms Monitoring & Web & Mobile Service in Social Media Brand ContentBM / SDM BM / Brandcontent IMM / E-Marketing IMM / Infos / Service Market Offices
  • Netiquette & Guidelines
  • Digital Media Strategy…TO STRATEGY
  • Corporate goals • Our strategic goals are to – Position – Cultivate – Develop the umbrella brand, “Vacation in Austria” • To generate growth and value for the Austrian tourism and leisure industry
  • Digital strategic goal „Strong brand presence on the internet“
  • The Digital RealmControl • Ratings & Communities Owned • User Content in Media Social Media • Website • Facebook Paid Pages Media • Mobile Apps Earned Media • Banner /Display Ads • SEM Reach
  • Key Measures in Social Media 1. 2. 3. Listen Engage Support• Get feedback • Distribute content • Online• Product development • Become a member of Tourist Information the community • Dialogue with guests
  • Digital Media StrategyMEASUREMENT
  • Impressions iPhone Apps Facebook2006 2007 2008 2009 2010
  • Users from Facebook Steady growth!
  • Thank you very much!Dipl. Des. Olaf Nitz, BScHead of Digital Media StrategyAustrian National Tourist