Dante workshop ljubljana_13_best_practise_social_media_marketing_sto

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  • 1. Your logo here A practical approach to Social Media: STB experience SPIRIT Slovenia, Public Agency Slovenian Tourist Board Nina Cvirn Social Media Manager, E-business nina.cvirn@slovenia.info January 24, 2013This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  • 2. LET‘S START [VIDEO] SOCIAL MEDIA REVOLUTION 2013This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 2
  • 3. SOCIAL MEDIA CHANGES… Dream/ Share/ get Plan Book Visit Report / Dream inspired Feedback Again • It changes the way how one travels. • And industry has to adapt to changed behaviour.This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 3
  • 4. SOCIAL MEDIA • 1.Quick develpment of SM • 2.Influence of SM on – Advertising – PR – Direct marketing – Sales promotion – Branding – Research & Development – Traditional organisational structuresThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 4
  • 5. SOCIAL TOUCHES ALL ASPECTS OF THE ORGANIZATION • Training must address more than just marketing and communications Sales Marketing Finance PR Research Social Media IT Brands Digital HR LegalThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 5
  • 6. Once upon a time…. 1. Quick adoption of SM by the STB 2. Fragmented presence on SM- lack of planning, continuity & coordination 3. Bias towards SM apps vs.content creation 4. Lack of brand representation 5. Limited knowledge of new staff members 6. Lack of standardized SM monitoring processThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 6
  • 7. SM MAKE TRAVEL (MARKETING) COMMUNICATION EASY & MORE INTERACTIVE & EFFECTIVE • Excellent customer service tool • Better market targeting • Feedback • Booking is integrated & done via different platforms • Very useful for crisis management • Yet, it requires a lot of engagement • And a real-time marketing communicationThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 7
  • 8. MAIN CHALLENGES • Content (creation) and story-telling • Internal organisation and process • Understanding that online marketing /SM is not only „IT business“ • Implementation of SM analitcs & monitoring findings • Getting the agency that is capable to deliver creative and „engaging“ solutionsThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 8
  • 9. VISION OF THE STB DIGITAL/ SM PRESENCE • Be visible • Be different • Be consistentThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 9
  • 10. GOALS OF SM MARKETING • To improve Slovenia‘s visibility as a tourist destination on Internet • To raise awareness of Slovenia as a tourist destination via SM • To promote and establish wider communication about Slovenia on the Internet • To improve the Slovenia brand and strenghten brand identity on/via the Internet • To increase the number of visitors to www.Slovenia.info • To increase the number of registered users of the e-newsletterThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 10
  • 11. SETTING THE PRIORITIES • Focus on main SM mainstreams • Consolidation and unification • Content creation strategy & process • Enhance monitoring & evaluation • Selecting target audience & SM channels & develop appropriate digital contentThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 11
  • 12. LOOKING FOR THE RELEVANT STORIES • What people are talking about • What is of their particular interest (related to the story) • Twitter, blogs, FB, YouTube, online PR platforms (Prweb…)This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 12
  • 13. LISTENING • Who/and what do the readers listen to? • ‚,If you‘re talking, engaging, homorous without pandering, I‘m going to listen‘‘ • Only boring promotional messages does not meet the needs of listenersThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 13
  • 14. ESTABLISHING RELATIONSHIPS • Keeping in contact • Getting new contants more easily & effectively • Communicating, engagingThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 14
  • 15. MONITORING & ANALYTICS • Twitterfall http://twitterfall.com/ -monitoring posts • Social Bro http://www.socialbro.com –monitoring Twitter statistics(the most influentual followers, posts per country ..) • Social Mention http://www.socialmention.com – monitoring the performance of selected keyword on SM • Crowdbooster https://crowdbooster.com/ for FB in Twitter analytics • Attentics http://www.attentics.com • Klout and Peer IndexThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 15
  • 16. REMEMBER • Communicate not advertise on SM • Try new ways of online promotions/communications- experiment • Define what you want- set up the concept • Listen, engage, measure • Work on synergies • Follow the trends This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 16
  • 17. KEEP IN MIND • New ‚free‘ opportunities • But: – Be careful with the exact arrangement – Define the scope – How you will use it – What will bring you – How it fits to your brand and strategy – Be ready with your storiesThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 17
  • 18. FACEBOOK www.slovenia.info/facebookThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 18
  • 19. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 19
  • 20. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 20
  • 21. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 21
  • 22. TWITTER www.slovenia.info/twitterThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 22
  • 23. TWITTER www.slovenia.info/twitterThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 23
  • 24. ENGAGING THE BLOGGERS & JOURNALISTSThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 24
  • 25. FOURSQUARE www.slovenia.info/foursquareThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 25
  • 26. YOUTUBE www.slovenia.info/youtubeThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 26
  • 27. INSTAGRAM www.slovenia.info/instagramThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 27
  • 28. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 28
  • 29. LINKEDIN www.slovenia.info/linkedinThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 29
  • 30. CASE STUDY: WorldFlightGreenLightThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 30
  • 31. CASE STUDY: #WINTERSLOVENIA • Winter in SloveniaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 31
  • 32. #wintersLOVEniaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 32
  • 33. Follow us: • www.slovenia.info/facebook • www.slovenia.info/twitter • www.slovenia.info/linkedin • www.slovenia.info/youtube • www.slovenia.info/googleplus • www.slovenia.info/foursquare • www.slovenia.info/instagram • www.wayn.com/profiles/sloveniaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 33
  • 34. Thank you! www.linkedin.com/in/ninacvirnThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 34