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Kate Duffy, Canadian Tourism Commission: Travel Alberta Social Media Summit Feb 23 2012
 

Kate Duffy, Canadian Tourism Commission: Travel Alberta Social Media Summit Feb 23 2012

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    Kate Duffy, Canadian Tourism Commission: Travel Alberta Social Media Summit Feb 23 2012 Kate Duffy, Canadian Tourism Commission: Travel Alberta Social Media Summit Feb 23 2012 Presentation Transcript

    • LEVERAGINGSOCIAL MEDIATO GAIN COMPETITIVE ADVANTAGE FOR CANADA’STOURISM INDUSTRY
    • • Canada’s national tourism marketing organization• Federal Crown corporation• Headquartered in Vancouver• Investing in 11 countries around the world• Our goal: grow tourism export revenues for Canada WHO WE ARE
    • OUR MARKETS
    • Japanese26 SOCIAL CHANNELS, 8 DIFFERENT LANGUAGES
    • HOW WE MARKET CANADA TO THE WORLD
    • AWARE OF BRAND ON FUTURE GENERAL LIST ON SERIOUS CONSIDERATION LIST PLANNING A PURCHASE BUYTOURISM’S MODEL: OLD THEORY
    • 3. ON CONSIDERATION LIST 4. CREATING A VACATION MOVIE 2. ON DREAM LIST 5. DETAILED ITINERARY PLANNING1. AWARE 6. FINALIZING TRAVEL ARRANGEMENT 9. ADVOCACY 7. BOOKING A TRIP 8. EXPLORING CANADATOURISM’S MODEL: NEW THEORY
    • 3. ON CONSIDERATION LIST 4. CREATING A VACATION MOVIE 2. ON DREAM LIST 5. DETAILED ITINERARY PLANNING1. AWARE 6. FINALIZING TRAVEL ARRANGEMENT 9. ADVOCACY 7. BOOKING A TRIP 8. EXPLORING CANADA THE ADVOCACY LOOP
    • 3. ON CONSIDERATION LIST 4. CREATING A VACATION MOVIE 2. ON DREAM LIST 5. DETAILED ITINERARY PLANNING1. AWARE CONSIDERATION EVALUATION ADVOCACY PURCHASE 6. FINALIZING TRAVEL ARRANGEMENT 9. ADVOCACY 7. BOOKING A TRIP 8. EXPLORING CANADA FOUR KEY STAGES
    • 3. ON CONSIDERATION LIST 4. CREATING A VACATION MOVIE 2. ON DREAM LIST 5. DETAILED ITINERARY PLANNING1. AWARE 6. FINALIZING TRAVEL ARRANGEMENT 9. ADVOCACY 7. BOOKING A TRIP 8. EXPLORING CANADA EXPERIENCE & ADVOCACY
    • GIVE PEOPLE THE BESTBRAND EXPERIENCEPOSSIBLE
    • 3. ON CONSIDERATION LIST 4. CREATING A VACATION MOVIE 2. ON DREAM LIST 5. DETAILED ITINERARY PLANNING1. AWARE 6. FINALIZING TRAVEL ARRANGEMENT 9. ADVOCACY 7. BOOKING A TRIP 8. EXPLORING CANADA ADVOCACY
    • ENCOURAGE ADVOCATES TO GENERATE CONTENT…AND REWARD THEM FOR PARTICIPATING
    • ENCOURAGE ADVOCATES TO GENERATE CONTENT…AND REWARD THEM FOR PARTICIPATING
    • ENCOURAGE ADVOCATES TO GENERATE CONTENT…AND REWARD THEM FOR PARTICIPATING
    • ENCOURAGE ADVOCATES TO GENERATE CONTENT…AND REWARD THEM FOR PARTICIPATING
    • • Follow us on Twitter: • Consumer: @Keep_Exploring • Industry, corporate, media relations: @ctccct • International market interest? Speak with me….• Fan our Facebook fanpages and tag our page in your posts, especially when you’re sharing photos: “Canada Keep Exploring”• Tag your tweets with the #ExploreCanada hashtag• Tag your Instagram pics with the #ExploreCanada hashtag JOIN US
    • ADVOCATES NEED THE RELEVANT TOOLS AND PLATFORMS AT THE RIGHT TIME
    • ADVOCATES NEED THE RELEVANT TOOLS AND PLATFORMS AT THE RIGHT TIME
    • • Make sure you’re listed as a spot on ECLAL – if you’re not on there, add yourself• Comment on your spot or on spots in your destination• Create lists for your destination on the site• Add photos, videos and comments to your destination the site• Use the ECLAL mobile app…promote it to your travellers• Feel free to use the content from ECLAL in your social cultivation efforts• Feature itineraries from ECLAL in your marketing and communications efforts free of charge JOIN US
    • RECRUIT INFLUENCERS
    • RECRUIT INFLUENCERS
    • 1. Use the hashtag: #ExploreCanada2. Check out: www.explorelikealocal.com3. Download: Explore Canada Like a Local mobile app4. CTC’s social media guidelines: www.canada.travel/travel5. Slideshare: this presentation later tonight ☺ RECAP
    • Kate DuffyManager, Social MediaCanadian Tourism Commission @ctccct @Kate_Duffy THANK YOU