ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA

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Presention I gave at #SoMeT13US

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ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA

  1. 1. ORGANISATION WIDE ADOPTION C OF SOCIAL MEDIA @FREDRANGER | TOURISM MONTRÉAL | BUZZMTL.COM
  2. 2. CONTEXT - < $ > Markets
  3. 3. CONTEXT Fragmentation/Multiplication
  4. 4. CONTEXT Personalization
  5. 5. « MY PRECIOUS ROI »
  6. 6. STRATEGY 2009: 100 % Digital 7
  7. 7. STRATEGY 2011: Niche Marketing 20 niches Festivals Culinary Nightlife LGBT
  8. 8. STRATEGY 2012: All Social
  9. 9. All Digital Niche Mktg From Destination Marketing to Destination Management All Social Media
  10. 10. THREE YEAR GOAL 2012 -20% budgets -Staff: Build up skill-sets 2013 -60% budgets Members/Stakeho lders: Build up skill-sets 2014 -100% budgets -Full implementation
  11. 11. THREE FOLD STRATEGY Train internal staff & implement Activate members, tourists, locals… Niche mktg fueled by Social Media
  12. 12. GETTING THE ORGANIZATION READY EDUCATE GUIDE FOSTER PASSION
  13. 13. STRUCTURE - OLD
  14. 14. STRUCTURE – NEW
  15. 15. ACTIVATE MEMBERS, TOURISTS, LOCALS… -Educate -Communicate -Equip
  16. 16. 2013 CAMPAIGN INSPIRE ACTIVATE AMPLIFY
  17. 17. Because more than any tourist board’s recommendations, it’s the people that define a place.
  18. 18. IN CONCLUSION BE AGILE LET GO FIGHT FOR IT
  19. 19. THANK YOU! @FREDRANGER | TOURISM MONTRÉAL | BUZZMTL.COM

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