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Itbetw österreich werbung_nitz
 

Itbetw österreich werbung_nitz

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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
    • WHY A SOCIAL MEDIASTRATEGY?
    • 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?
    • 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 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 austria.info 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 Officeolaf.nitz@austria.infowww.austriatourism.com xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz