Promoting Estonia as a travel destination via social media


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Presentation on ECOLNET workshop, 29th of July 2012 in Tartu, Estonia : Promoting Estonia as a travel destination via social media

Published in: Education, Travel, Business

Promoting Estonia as a travel destination via social media

  1. 1. Promoting Estonia as a Travel Destination via Social MediaHelene Lukke, M.Sc.E-marketing coordinatorEnterprise Estonia, Estonian Tourist
  2. 2. • What is Estonian Tourist Board’s marketing team focusing on?• website• Social media strategy and implementation
  3. 3. Promoting Estonia as a TravelDestination• increase the awareness of potential target market tourists regarding the possibilities and tourism products of Estonia as a tourism destination• Marketing team: 2 e-marketing coordinators, 10 country managers, foreign representatives• Target markets 2011-2013:- First Priority: Finland, Russia, Germany;- Second Priority: Sweden, Norway, Latvia;- Domestic Tourism;- Third Priority: UK, Lithuania; Poland;- Developing Countries: Italy, Spain,France;- Extra activities : USA, China, the Netherlands, Japan, the Ukraine.
  4. 4. Estonian Tourist Board (ETB)activitiesConsumer 75%•Campaigns•Brochures and infomaterials•PR•Tourism fairsTrade 25%•Newsletters•Infoseminars•FAM trips•Tourism fairs
  5. 5. website•9 languages (ENG, FIN,GER, SWE, RUS, LAT, CHI,EST, RUS (local)•database with 7000 sites•1700 infosystem users•In 2011:
  6. 6. In 2015…
  7. 7. How to attract more visitors to come to Estonia?Social media?
  8. 8. Social Media Strategy –step 1 -Researches aboutonline-behaviour insocial media channels
  9. 9. The reason why peopleuse social media • Material driven • Impulsive • Informational drivenReasearch: UK Social Media Census 2011
  10. 10. How popular is social media?
  11. 11. What happens online?
  12. 12. Who uses which channels?
  13. 13. Social Media Strategy – step 2• Where are we? Analysis of current situatsion of ETB activities• Where do we want to go? Analysis of best-practices in tourism
  14. 14. Goals of social mediaactivities• To increase visibility and connect with people• Create a positive imago and make people talk about Estonia• to inspire the members of target groups to search for additional information and to make a travel decision• Create more visits to
  15. 15. Main social media channels ofETB
  16. 16. Measuring the results01.01.2011-28.06.2011 vs01.01.2012-28.06.2012
  17. 17. Takeaways• A strategy is needed when many people are involved in social media activities• Set rules for:- Who is responsible- Posting language and style- Freequancy and timing of postings- Subjects to avoid- Handling Negative Topics• Combine social media with the main hub• People share mostly fresh news, beautiful pictures, interesting videos, big events, funny facts, unique sites, insider tips• Experience and make it FUN
  18. 18. Thank You!Helene LukkeEstonian Tourist