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Social Media                   Olaf Nitz                               Head of Digital Media StrategyFrom Exploration to S...
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 organizati...
Market Offices worldwide
WHY A SOCIAL MEDIASTRATEGY?
Development of Technologies      Visibility               Technology                              Productivity            ...
Development of Hypes       Visibility               Many providers  Hype in mass media                        Negative pre...
Who is responsible for Social Media?
EXPLORING 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 http://blog.austriatourism.com/travel-2-0-guide/
Digital Media StrategyHOW WE DO IT
Digital Media Areas / Teams                                 Coordination                                   of website     ...
Netiquette & Guidelines
Digital Media Strategy…TO STRATEGY
Corporate goals • Our strategic goals are to   – Position   – Cultivate   – Develop   the umbrella brand, “Vacation in Aus...
Digital strategic goal      „Strong brand presence on the internet“
The Digital RealmControl                                   • Ratings &                                     Communities    ...
Key Measures in Social Media        1.                      2.                      3.      Listen                 Engage ...
Digital Media StrategyMEASUREMENT
Impressions       austria.info                                               iPhone Apps                             Faceb...
Users from Facebook             Steady growth!
Thank you very much!Dipl. Des. Olaf Nitz, BScHead of Digital Media StrategyAustrian National Tourist Officeolaf.nitz@austr...
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Itbetw österreich werbung_nitz

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Transcript of "Itbetw österreich werbung_nitz"

  1. 1. Social Media Olaf Nitz Head of Digital Media StrategyFrom Exploration to Strategy Austrian National Tourist Office
  2. 2. Agenda • Why a Social Media Strategy? • Exploring Social Media • How we do it • Social Media Strategy
  3. 3. 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
  4. 4. Market Offices worldwide
  5. 5. WHY A SOCIAL MEDIASTRATEGY?
  6. 6. Development of Technologies Visibility Technology Productivity MaturitySource: Gartner, Mastering the Hype Cycle
  7. 7. 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
  8. 8. Who is responsible for Social Media?
  9. 9. EXPLORING SOCIAL MEDIA
  10. 10. 2006: Our first blog
  11. 11. Campaign-Blog: Snowtour
  12. 12. Facebook Pages
  13. 13. Youtube Channel
  14. 14. Social Media on the website
  15. 15. Social Media on the website
  16. 16. Social Media on the website
  17. 17. Social Media on the website
  18. 18. Social Media as part of Campaigns
  19. 19. Newsletter
  20. 20. Smartphone applications
  21. 21. Partnerships: Augmented Reality
  22. 22. B2B Blog
  23. 23. B2B: Travel 2.0 Guides http://blog.austriatourism.com/travel-2-0-guide/
  24. 24. Digital Media StrategyHOW WE DO IT
  25. 25. 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
  26. 26. Netiquette & Guidelines
  27. 27. Digital Media Strategy…TO STRATEGY
  28. 28. 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
  29. 29. Digital strategic goal „Strong brand presence on the internet“
  30. 30. 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
  31. 31. 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
  32. 32. Digital Media StrategyMEASUREMENT
  33. 33. Impressions austria.info iPhone Apps Facebook2006 2007 2008 2009 2010
  34. 34. Users from Facebook Steady growth!
  35. 35. Thank you very much!Dipl. Des. Olaf Nitz, BScHead of Digital Media StrategyAustrian National Tourist Officeolaf.nitz@austria.infowww.austriatourism.com xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz
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