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
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
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
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
Thank you very much!Dipl. Des. Olaf Nitz, BScHead of Digital Media StrategyAustrian National Tourist Officeolaf.firstname.lastname@example.org xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz
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