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 Presentation Transcript

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