The coolest little capital onSocial MediaHelen PlayerDigital Marketing ManagerPositively Wellington Tourism (PWT)@HelenPla...
Marketing the coolest little capital Mandate to market Wellington as a tourism destination Partly funded through the WCC...
Digital Strategic Objectives Tell a story of Wellington so that people want toexperience it for themselves and share it w...
Sharing Wellington’s Story Through Social “Showcasing the coolest little capital to the world in a waythat doesn’t just t...
Sharing Wellington’s Story Through Social Cont Social media is incorporated in all marketing materials- eNews- Print coll...
Objectives of Social Channels Showcase all Wellington has to offer Drive traffic to WellingtonNZ.com andWordontheStreet....
Snapshot of Our Social ChannelsFacebook.com/Wellington.NewZealandTwitter.com/Wellington_NZYoutube.com/WellingtonTourismPin...
Insert Facebook screenshot
Resourcing PWT’s Social Channels Social comes under Digital− Digital team of four, two of which have Social Media respons...
Analysing PWT’s Social Channels Tools:‒ Hootsuite and Tweetdeck‒ PeopleBrowsr and Facebook Analytics‒ Social media monito...
The Wellington Wishing Well Idea:‒ Turn Wellington’s iconicBucket Fountain into a virtualwishing well‒ 31 days, 31 wishes...
Mobile Users Issue:‒ Facebook tabs not visible on mobile‒ Sharing call-to-actions affected‒ Bad user experience Consider...
Mobile UsersWellingtonWishingWell.comCode to pick up deviceShare CTA: WellingtonWishingWell.comMobile: m.WellingtonWishing...
Spot the Difference For a Prize
Facebook Call of Doom What do you do when Facebook calls? You change yourcampaign right away. “We reserve the right to r...
After The Call of Doom Changed sharing CTA so not incentivised (after 3 days) Removing incentive reduced percentage of u...
Wellington Wishing Well Results 61,825 wishes‒ 12% via mobile 6,476 shares‒ 10% of unique users shared a wish‒ 3% of mob...
Reasons For Wishing Well Success Had a mobile alternative; KPIs would have significantlydecreased if no mobile alternativ...
Where We’re Heading Revisiting Social strategy‒ Differentiating strategies between markets‒ Domestic vs. Australia‒ Educa...
Any questions?About time for some more fun? June looks like a goodmonth!Helen PlayerDigital Marketing Manager@HelenPlayer
SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington
SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington
SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington
SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington
SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington
SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington
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SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington

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Helen spoke about how PWT tells Wellington’s story across a variety of social environments so that people want to experience the city for themselves and share it with others, as well as touching on the time and resources that goes towards PWT’s successful and engaging social media. She also delved into their Wellington Wishing Well Facebook campaign, and the importance of making a campaign highly sharable, while sticking within Facebook’s guidelines.

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SMCWgtn May 2013 - Helen Player from Absolutely Positively Wellington

  1. 1. The coolest little capital onSocial MediaHelen PlayerDigital Marketing ManagerPositively Wellington Tourism (PWT)@HelenPlayer
  2. 2. Marketing the coolest little capital Mandate to market Wellington as a tourism destination Partly funded through the WCC Downtown Levy and a varietyof regional and commercial partnerships Key markets: Wellington, Domestic, Australia, International Digital team’s role: all digital assets, Downtown strategy, and alldigital executions across PWT Top performing Regional Tourism Organisation in New Zealandin terms of website traffic, social media audience and onlinerevenue
  3. 3. Digital Strategic Objectives Tell a story of Wellington so that people want toexperience it for themselves and share it with others Increase access to information on Wellington via digitalchannels Increase and leverage Wellington’s exposure on socialmedia Increase bookings, revenue and email conversions onWellingtonNZ.com
  4. 4. Sharing Wellington’s Story Through Social “Showcasing the coolest little capital to the world in a waythat doesn’t just tell our city’s story to people, it shares it withthem.” Every campaign encourages engagement with Wellington;- Welly Cable Chase: collect Wellington tips- Wellington Christmas Cracker: chuckle at cheesy/lame Wellington jokes Every campaign we do incorporates a social element;- The Hobbit: An Unexpected Journey- Wellington Christmas Cracker
  5. 5. Sharing Wellington’s Story Through Social Cont Social media is incorporated in all marketing materials- eNews- Print collateral- Website- Blog One piece of marketing is helpingextend the reach of another
  6. 6. Objectives of Social Channels Showcase all Wellington has to offer Drive traffic to WellingtonNZ.com andWordontheStreet.co.nz Audience acquisition; eNews sign ups and revenuegenerating users through Accommodation and Sights &Activities bookings on WellingtonNZ.com Build brand advocates
  7. 7. Snapshot of Our Social ChannelsFacebook.com/Wellington.NewZealandTwitter.com/Wellington_NZYoutube.com/WellingtonTourismPinterest.com/WellingtonNZWordontheStreet.co.nz
  8. 8. Insert Facebook screenshot
  9. 9. Resourcing PWT’s Social Channels Social comes under Digital− Digital team of four, two of which have Social Media responsibilities− 40% of one position spent doing Social Media on day-to-day basis− Marketing teams responsible for own Facebook advertising− Up-skilling sessions for other Marketing teams During campaign mode, resource is up-weighted− Resource split between front-end and back-end Budgets− Relatively small− Focus on incorporating social in all collateral/campaigns to getorganic pick up
  10. 10. Analysing PWT’s Social Channels Tools:‒ Hootsuite and Tweetdeck‒ PeopleBrowsr and Facebook Analytics‒ Social media monitoring tool Meltwater Buzz‒ Google Analytics: analysing behaviour once moved off socialmedia What we track for campaigns:‒ Shares‒ Sign ups‒ Traffic from shares‒ Like overlay‒ Everything we can
  11. 11. The Wellington Wishing Well Idea:‒ Turn Wellington’s iconicBucket Fountain into a virtualwishing well‒ 31 days, 31 wishes‒ Money-can’t-buy and customwishes Aim:‒ Acquire Likes and eNewssubscribers‒ Promote partners, thusincrease CBD foot traffic
  12. 12. Mobile Users Issue:‒ Facebook tabs not visible on mobile‒ Sharing call-to-actions affected‒ Bad user experience Considerations:‒ Mobile usage of previous campaigns high‒ Time on site on Facebook mobile site/appssurpasses website Solution:‒ A piece of code recognising device andthen redirecting mobile users to a HTML5mobile alternative
  13. 13. Mobile UsersWellingtonWishingWell.comCode to pick up deviceShare CTA: WellingtonWishingWell.comMobile: m.WellingtonWishingWell.comPC: Facebook.com/Wellington.NewZealand/app
  14. 14. Spot the Difference For a Prize
  15. 15. Facebook Call of Doom What do you do when Facebook calls? You change yourcampaign right away. “We reserve the right to reject or remove Pages for any reason.These terms are subject to change at any time.”‒ You must not condition registration or entry upon the user taking any actionusing any Facebook features or functionality other than liking a Page,checking in to a Place, or connecting to your app.‒ You must not use Facebook features or functionality as a promotion’sregistration or entry mechanism.‒ You must not use Facebook features or functionality, such as the Likebutton, as a voting mechanism for a promotion.
  16. 16. After The Call of Doom Changed sharing CTA so not incentivised (after 3 days) Removing incentive reduced percentage of users thatshared campaign- 21% users shared when incentivised, 8% shared when notincentivised.
  17. 17. Wellington Wishing Well Results 61,825 wishes‒ 12% via mobile 6,476 shares‒ 10% of unique users shared a wish‒ 3% of mobile users shared compared to 12% of PC users 21,301 fans/subscribers acquired‒ 14,750 new Likes, 1,426 in first 24 hours‒ 6,551 eNews sign ups Not a big budget campaign
  18. 18. Reasons For Wishing Well Success Had a mobile alternative; KPIs would have significantlydecreased if no mobile alternative Launched through PWT’s own marketing channels;‒ KNOW eNewsletter‒ Social media channels‒ Partner organisations were encouraged to share Content highly sharable and clear CTAs to share Like overlay on PC version
  19. 19. Where We’re Heading Revisiting Social strategy‒ Differentiating strategies between markets‒ Domestic vs. Australia‒ Education vs. activation Content plan‒ Post by type; to get a balance between selling and inspiring Website redesign including mobile
  20. 20. Any questions?About time for some more fun? June looks like a goodmonth!Helen PlayerDigital Marketing Manager@HelenPlayer

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