Presentation at the European Travel Commission e-Business Academy in Amsterdam 27.10.2011

1. Marketing Norway on the web Hans Petter Aalmo – Portal Manager - visitnorway.com ETC eBusiness Adademy– Amsterdam 2011

17. Nordic benchmark

19. 83 % of users outside Norway

25. Four Disciplines in Social Media Marketing Social Ads (C) Social Media PR (B) Promotions (A) Social Media Portal Integration (D)

26. When it works in reality – Integration! C Social Ad A Promotion B Social Media PR

27. Norway. Your Way. An Integrated Model Step 1 (A+B+C): (Competition) to find the right participants with the most ”social value” in selected markets Step 2 (A+B): A trip around a destination showcasing the products of your partners Create user generated content (UGC) throughout the trip Step 3 : Create ”consumable materials” (CM) by making use of UGC collected and the trip participants e.g. Viral video, animation, slideshow, quizzes, games Step 4 (B + C): Push CMs back to consumer through social media channels Step 5 (B+C possibly +A): Create a hub on social /travel network, e.g. Tripadvisor to store all CMs and best of the best UCG as an inspirational tool

29. Example: Consumable material using user generated content – Norway. My Way TripWow Slide Show The highest view video on Tripadvisor on Norway by far!

31. Stories for Life (A+B+C+D)

37. Create your own Northern Lights (A+B+C)

41. Northern Lights Portal integration (B+D)

42. The power of organic SEO

45. Share, care and embed

53. ” WOW. This makes me want to go to Norway” (mission accomplished)