Kiela brodigan, visit dublin


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  • 14 Podcasts – Guinness and Croke Park
  • See report document to extract further data if necessary.
  • Podcasts - 14 at the moment – CNCI, Croke Park and Guinness
  • Social media is the way people are communicating. Talking about themselves, to themselves, to friends, about friends, to brands, about brands. 9 out of 10 people trust what their peers recommend less than 2 out of 10 trust advertising Brand is what our consumers say it is & they are talking about you with or without our engagement. What’s your Social Media mission? Who are your customers? What are your objectives? How are you to achieve your objectives? When will they be achieved?
  • Opportunity to encourage user generated content / get insight into how visitors view Dublin/ generates conversation Saves money – we have right to use the images!
  • - 750million FB users worldwide 130 friends is average per person 30% of users are over 30 55% are female 30bn of content shared each month Profile image progression – effort to monetize vd FB
  • Provide all in one service on FB with online booking, effort to monetise
  • Facebook App for St. Patricks Day
  • Speed at which the market has evolved / essential to be visible on any platform that the consumer is using
  • Plenty of Dublin apps out there but we had to distinguish ours from the pack
  • Latitudes and longitudes are entered
  • Functionality
  • Largest Country of Origin – Ireland / UK / US / Nordics
  • Kiela brodigan, visit dublin

    1. 2. Travel Huddle Kiela Brodigan Leisure Tourism Manager Dublin Tourism November 3 rd 2011
    2. 3. Dublin Tourism <ul><li>Regional Tourism Authority responsible for marketing, promoting & servicing of Dublin region </li></ul><ul><li>State appointed, commercial agency </li></ul><ul><li>Leisure and business tourism </li></ul><ul><li>Operate 4 tourist offices, 4 visitor attractions & marketing of destination Dublin </li></ul>
    3. 4. What we Do ! <ul><li>6 million visitors to </li></ul><ul><li>1.2 million visitors to Tourist Offices </li></ul><ul><li>750,000+ downloads </li></ul><ul><li>Dublin Pass Sightseeing Card </li></ul><ul><li>Visit Dublin App : 30,000+ </li></ul>
    4. 5. Dublin’s Pourfect Pint <ul><li>121 countries </li></ul><ul><li>130,000 plays </li></ul><ul><li>25,000 new database contacts </li></ul><ul><li>Shortlisted for Golden Spider, Digital Media and eGovernment Awards </li></ul>
    5. 6. Podcasting Competition <ul><li>Aimed at transition year students </li></ul><ul><li>Apple Computers Regional Training Centres </li></ul><ul><li>Pilot program in 2010 to create mp3 and mp4 podcasts for visitor attractions </li></ul>
    6. 7. Participation <ul><li> </li></ul><ul><li>11,100 likes </li></ul><ul><li>T </li></ul><ul><li>14,200 followers </li></ul><ul><li>Flickr </li></ul><ul><li>4,500 contributions </li></ul><ul><li>YouTube </li></ul><ul><li>400,000+ </li></ul>
    7. 8. Planning your Social Media Campaign Top 5 Tips <ul><li>What is your social media mission ? </li></ul><ul><li>Who are your customers? </li></ul><ul><li>What are your objectives ? </li></ul><ul><li>How are you to achieve your objectives? </li></ul><ul><li>When will they be achieved? </li></ul>
    8. 10. Facebook
    9. 11. Facebook
    10. 13. Social Media has worked for us because… <ul><li>we are able to communicate much faster and more effectively, e.g. Twitter to update people on the ash cloud situation, and snow conditions during the Christmas etc... </li></ul><ul><li>Dublin Tourism is looking for something more than a transaction. We are looking for loyalty that means a long-term engagement. ADVOCACY....  </li></ul><ul><li>  as Dublin Tourism has a physical location, we have used ‘Facebook Places’ to drive traffic through our 4 tourist offices. </li></ul>
    11. 14. <ul><li>Through synergy with Dublin Tourism partners, by working together to promote each other’s Facebook pages everyone benefits. </li></ul><ul><li>Facebook is the third largest referring website for , just below direct visits and Google, </li></ul><ul><li>Through Facebook, we can introduce new products more interactively than in print or banner ads…and provide a space where our consumers/visitors can connect with one another </li></ul><ul><li>Overall we have gained insight, support, suggestions, inspiration, and friends from our Facebook page. </li></ul>Social Media has worked for us because…
    12. 15. Rapidly Changing Market <ul><li>Rapidly increasing Smartphone usage – by end 2011 85% of all handsets will access the mobile internet </li></ul><ul><li>In 2009 70% of people used their mobile to do an internet search. 450m mobile internet users in 2009, this will pass the 1b mark by 2013 </li></ul><ul><li>Mobile marketing revenues are expected to reach €18b by 2013 </li></ul><ul><li>Sources: Gartner, IDC, ABI Research </li></ul>
    13. 16. Why develop an App? <ul><li>93 percent of iPhone owners have added an application to their phone </li></ul><ul><li>60 percent of users browse the internet at least once per day </li></ul><ul><li>33 percent of iPhone owners use maps and GPS more than 10 times per month </li></ul><ul><li>50 percent of iPhone users are over thirty years old </li></ul>
    14. 17. Visit Dublin App
    15. 18. Visit Dublin App <ul><li>Accessible and up-to-date information </li></ul><ul><li>Enhances the visitor experience </li></ul><ul><li>Provides safety and security </li></ul><ul><li>Develops customer relationship and goodwill </li></ul><ul><li>Brings together tourism industry </li></ul><ul><li>Extends brand awareness </li></ul><ul><li>Commercial – sales, vouchers </li></ul>
    16. 19. Visit Dublin App <ul><li>Data from </li></ul><ul><li>Presents information based on current location, directional search </li></ul><ul><li>GPS Only GPS with Compass </li></ul>
    17. 20. Visit Dublin App <ul><li>Directional search </li></ul><ul><li>Daily Bulletin </li></ul><ul><li>Audio </li></ul><ul><li>Special Offer Vouchers </li></ul><ul><li>‘ Guide Me’ functionality </li></ul><ul><li>Virtually explore </li></ul><ul><li>Cached data </li></ul><ul><li>Events </li></ul>
    18. 21. Visit Dublin App <ul><li>Capture visitor behaviour </li></ul><ul><li>What users want to know </li></ul><ul><li>Constant access to info </li></ul><ul><li>Next Phase - Sharing Experiences </li></ul><ul><li>Integrate use of social media </li></ul><ul><li>Geo –tagging of photos </li></ul><ul><li>Create new channels </li></ul><ul><li>Voucher serving </li></ul><ul><li>Mobile booking </li></ul><ul><li>Customisation – conferences/events </li></ul>
    19. 22. User Comments As a Dublin native I’m using this app all the time just to find out about places I would pass on a daily basis. I’ve been pleasantly surprised by the information and accuracy of locations.’ Daithi Locha ‘ This is a great app for finding your way around – and there is lots to see. Well worth a look.’ Brendan Corkery ‘ A must have while in Dublin.’ Wexsaint