Eden Network Meeting 2013

Social Media as a central part of
Tourism Communcation to guests and partners
Stephan Köhl, Ber...
Key facts of Berchtesgadener Land
Topic

Key tourism figures

KPIs

0.7 Mio arrivals, 3.4 Mio overnights,
5 nights Ø, 70% ...
BGLT „Strategy house“

Target groups: Nature lovers,
Health guests, Families, Day Trippers
Nature experience

Health touri...
Guests want Sense & Sustainability

Change in Values
1. Duty Culture: Effort, Diligence, Loyality…
2. Hedonism: Fun & Acti...
Sustainable Marketing
Trade Fairs

TV/Radio

Direct Mailing

Print

Ads

Website
Press

Print

Posters
Posters

Press
Webs...
Foundation partner of Alpine Pearls

Sustainability and
softly mobile travel
30 villages in 6 countries:
AT, DE, IT, FR, S...
Our Online Communication

Inspiration
Information
Booking

Sales

Campaigns

Newsletter

Customer Retention

Website

Sale...
Website – Core Medium

Berchtesgadener Land Tourismus, Folie 8
Review/Scoring Platforms
Why do we support review platforms?
Because our guests…
 Read reviews
 Trust reviews
 Book on ...
Online Marketing: forms & goals
Ad goal  Branding
Ad form 
Display Advertising

+++

Sales

Newsletter

+

+++
+++

++

...
Social Media Prism

Concentration is best

Berchtesgadener Land Tourismus, Folie 11
Blog – Social Media Central
Goals
 Opinion Leadership: guests & partners
 Authenticity, Credibility, Feedback
 Google R...
Facebook Fanpage
1133 likes
111 shares
24 comments

Berchtesgadener Land Tourismus, Folie 13
Facebook Partner Promotion
Meta Page







Regional Co-Branding Page
„Meta Page“ for all Partners
Social Media Works...
YouTube Video Content
 We produce a Social Video






every week and own all
rights
We integrate video on our
websit...
Google +

Berchtesgadener Land Tourismus, Folie 16
Pinterest

Berchtesgadener Land Tourismus, Folie 17
Online Channels (compared to DMOs)
Website
Campaigns
Newsletter

Top10 Bavaria
Top10 Bavaria
Top10 Bavaria

Blog:
Top of B...
Platform-Links
 http://www.berchtesgadener-land.com
 http://skifahren.berchtesgadener-land.com
 http://www.berchtesgade...
Social Communication is sustainable

The setup of Social Media Channels gives you and your
guests and partners additioanl ...
Brand Values in limbic map of emotions

June 2013: External brand value analysis from 800
Social Media Texts about „Bercht...
Learnings
Our success factors:
What can a small DMO do?
 We started 2009
 Think online/collaborative
 Top down & Bottom...
Thank you for listening

Berchtesgadener Land Tourismus, Folie 23
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2 eden-koehl

  1. 1. Eden Network Meeting 2013 Social Media as a central part of Tourism Communcation to guests and partners Stephan Köhl, Berchtesgadener Land Tourism, Bavaria Berchtesgadener Land Tourismus, Folie 1
  2. 2. Key facts of Berchtesgadener Land Topic Key tourism figures KPIs 0.7 Mio arrivals, 3.4 Mio overnights, 5 nights Ø, 70% Summer, 91% Germans, 4 Mio day trippers Accomodation 3000 Guest houses, 33.000 Beds DMO BGLT Regional Tourism Marketing Org. 14 Employees, 1.8 Mio. € Budget/year 14 Villages, 100.000 Inhabitants Top Sights National park, Lake Königssee, Saltmine, Mount Watzmann, 2 Spas, Museums etc. >1000 km hike trails Berchtesgadener Land Tourismus, Folie 2
  3. 3. BGLT „Strategy house“ Target groups: Nature lovers, Health guests, Families, Day Trippers Nature experience Health tourism Tradition & Culture Sports & Outdoor Restaurants & Shopping Innovation & Sustainability Vision BGLT 2020: The most attractive holiday region of Germany stands for high quality nature experiences and health tourism Berchtesgadener Land Tourismus, Folie 3
  4. 4. Guests want Sense & Sustainability Change in Values 1. Duty Culture: Effort, Diligence, Loyality… 2. Hedonism: Fun & Action… 3. Sense & Sustainability: Spirituality, Nature, Engagement… Tourism today must be meaningful and sustainable but also meet basic needs like Performance, Fun, Service Quality and have a good price-performance ratio… Berchtesgadener Land Tourismus, Folie 4
  5. 5. Sustainable Marketing Trade Fairs TV/Radio Direct Mailing Print Ads Website Press Print Posters Posters Press Website Ads Social Web Newsletter Trade Fairs Direct Mailing Sustainable „green“ Marketing Classical Marketing      High amount of paper/resources  Little research and feedback  Time lag (not up-to-date) Reduce energy & resources needed Concentrate on near source markets Get expectations right Invest in regular guests engagement Berchtesgadener Land Tourismus, Folie 5
  6. 6. Foundation partner of Alpine Pearls Sustainability and softly mobile travel 30 villages in 6 countries: AT, DE, IT, FR, SL, CH Berchtesgadener Land Tourismus, Folie 6
  7. 7. Our Online Communication Inspiration Information Booking Sales Campaigns Newsletter Customer Retention Website Sales Klicks, Requests, Bookings Social Media Customer Retention Credibility Collaboration Google Ranking Berchtesgadener Land Tourismus, Folie 7
  8. 8. Website – Core Medium Berchtesgadener Land Tourismus, Folie 8
  9. 9. Review/Scoring Platforms Why do we support review platforms? Because our guests…  Read reviews  Trust reviews  Book on review platforms Our way: TrustYou Scoring  We co-operate closely with platforms  We enable and train our hosts  Our experience: Hosts that work for their online reputation have better quality and performance Berchtesgadener Land Tourismus, Folie 9
  10. 10. Online Marketing: forms & goals Ad goal  Branding Ad form  Display Advertising +++ Sales Newsletter + +++ +++ ++ Customer Retention + +++ Search Marketing Social Media Marketing Customer Acquisition +++ ++ Berchtesgadener Land Tourismus, Folie 10
  11. 11. Social Media Prism Concentration is best Berchtesgadener Land Tourismus, Folie 11
  12. 12. Blog – Social Media Central Goals  Opinion Leadership: guests & partners  Authenticity, Credibility, Feedback  Google Ranking Step by step  Read, Listen, Learn…  Define content and authors  Write personal tips and stories  Link to website and share everywhere BGLT: Top of Bavaria  Blogmaster & 10 external Authors  >1000 Articles (plan 1h per article)  >150.000 visits/year, >1000 likes/art. Berchtesgadener Land Tourismus, Folie 12
  13. 13. Facebook Fanpage 1133 likes 111 shares 24 comments Berchtesgadener Land Tourismus, Folie 13
  14. 14. Facebook Partner Promotion Meta Page      Regional Co-Branding Page „Meta Page“ for all Partners Social Media Workshops Social Media Support Active Cross-promotion Region Page Berchtesgadener Land Tourismus, Folie 14
  15. 15. YouTube Video Content  We produce a Social Video     every week and own all rights We integrate video on our website and share it on all other social channels Partners integrate video content on their websites and social channels >1200 Abos Backdoor into Google ;-) Berchtesgadener Land Tourismus, Folie 15
  16. 16. Google + Berchtesgadener Land Tourismus, Folie 16
  17. 17. Pinterest Berchtesgadener Land Tourismus, Folie 17
  18. 18. Online Channels (compared to DMOs) Website Campaigns Newsletter Top10 Bavaria Top10 Bavaria Top10 Bavaria Blog: Top of Bavaria Facebook: Nr. 3 Bavaria YouTube: Top of Germany Google Plus Top of Germany Pinterest: Top of World (Twitter, Flickr, Seniorbook pages…) Strategy Reviews Events > 1.5 Mio. visits/year > 100.000 visits/year > 62.000 adresses > 150.000 visits/year > 28.000 Fans > 1.200 Abos > 6.000 Followers > 5.400 Followers First to define Social Media Guidelines First to fully integrate TrustYou Score SpaCamp 3 Times in BGL Berchtesgadener Land Tourismus, Folie 18
  19. 19. Platform-Links  http://www.berchtesgadener-land.com  http://skifahren.berchtesgadener-land.com  http://www.berchtesgadener-land.com/de/newsletter      http://blog.berchtesgadener-land.com/ https://www.facebook.com/BGLTourismus www.youtube.com/BGLT https://plus.google.com/109472595017244738809 http://www.pinterest.com/bglt/  https://twitter.com/bgltourismus  http://www.seniorbook.de/berchtesgadener-land  http://www.holidaycheck.de/destination-Reiseinformationen_Berchtesgadener+Land-did_105.html Berchtesgadener Land Tourismus, Folie 19
  20. 20. Social Communication is sustainable The setup of Social Media Channels gives you and your guests and partners additioanl value and new communication channels that are…  Collaborative  Trustworthy  Engaging  Caring >>> Love Brands Berchtesgadener Land Tourismus, Folie 20
  21. 21. Brand Values in limbic map of emotions June 2013: External brand value analysis from 800 Social Media Texts about „Berchtesgadener Land“ (Limbic Map H.-G. Häusel) Berchtesgadener Land Tourismus, Folie 21
  22. 22. Learnings Our success factors: What can a small DMO do?  We started 2009  Think online/collaborative  Top down & Bottom up:  Top3: Blog, Facebook, Google+ think online and  Motivate volunteers motivate employees to join in  Work with passion  Budget & Team:  Dont wait, start now! Great Social Media Master 3 Persons in online department 25% Online Budget  Strategy/Goal: Customer retention  Concentration on Top10 Social Media Platforms Berchtesgadener Land Tourismus, Folie 22
  23. 23. Thank you for listening Berchtesgadener Land Tourismus, Folie 23

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