Social media marketing of Norway. Enter Conference Innsbruck 2011 Hans Petter Aalmo


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Social media marketing of Norway.

Presentation at the Enter Conference in Innsbruck 2011: the 18th international Conference on Information Technology and Travel & Tourism.
Portal manager Hans Petter Aalmo -

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  • We used to have this kind of king (John of England ) Now we got this kind of dictator king instead (kerry king of slayer)
  • To be finalised with Country Managers
  • This stuff works Conversion rate + 80 % Fewer calls to call center
  • Social media marketing of Norway. Enter Conference Innsbruck 2011 Hans Petter Aalmo

    1. 1. Hans Petter Aalmo [email_address] Portal Manager – Social media marketing of Norway as a destination Case studies
    2. 2. The king is dead Long live the king <ul><li>“ The customer isn't just king anymore. The customer is dictator.” </li></ul><ul><li>Gerry McGovern </li></ul>
    3. 3. NORWAY? <ul><ul><li>Dark? </li></ul></ul><ul><ul><li>Cold? </li></ul></ul><ul><ul><li>Boring? </li></ul></ul><ul><ul><li>Nothing to do? </li></ul></ul><ul><ul><li>Expensive? </li></ul></ul><ul><ul><li>Fish? </li></ul></ul><ul><ul><li>Oil? </li></ul></ul><ul><ul><li>Fjord? </li></ul></ul><ul><ul><li>Oslo? </li></ul></ul>
    4. 4. Vision <ul><li>” shall become the #1 national travel website in the World in 2010” </li></ul><ul><li>Former minister of trade and industry Børge Brende 2005 </li></ul>Foto: Terje Rakke/Nordic Life/Fjord Norway
    5. 6. Getting there <ul><li>Award for design excellence – Norwegian Design Council </li></ul><ul><li>Website of the year – Norwegian Communications Association </li></ul><ul><li>Three Official Honoree in the Webby Awards </li></ul><ul><ul><li>Best visual design – function </li></ul></ul><ul><ul><li>Best use of photography </li></ul></ul><ul><ul><li>Best site in category Tourism </li></ul></ul>
    6. 7. Les trophées de l'e-tourisme <ul><li>Awarded as the best foreign national tourist website by L'Internaute Magazine/Benchmark Group (the largest web magazine in France) </li></ul><ul><li>Rich and updated information </li></ul><ul><li>Usable and easy to navigate </li></ul><ul><li>The map gives a good overview and is informative </li></ul><ul><li>Large and strong images </li></ul>
    7. 8. So we got this pretty good website <ul><ul><li>Social Media extend our brand, reach out to new customers in their preferred media channelse and enhance our statements </li></ul></ul><ul><ul><li>Our stories would not be this credible without social media </li></ul></ul>
    8. 9. Four Disciplines in Social Media Marketing Social Ads (C) Social Media PR (B) Promotions (A) Social Media Portal Integration (D)
    9. 10. Social Media PR vs Social Media Promotion. What is it for? Social Media PR (B) Promotions (A) What? Reputation management Relationship building Branding / perceptions Reserach & intelligence Education Consumer as distributor What? Single message Launch of new brand Launch of new product Tactical offers Data capture Call-to-action
    10. 11. Social Media PR vs Social Media Promotion: How to put it in practice? Social Media PR (B) Promotions (A) How? Ad hoc competitions Quizzes Games Sweepstakes Viral film How? Create multiple touch points Content aggregation Content syndication Word-of-mouth Influencers PR
    11. 12. When it works in reality – Integration! C Social Ad A Promotion B Social Media PR
    12. 13. Norway. Your Way
    13. 14. 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
    14. 15. VIDEO
    15. 16. Example: Consumable material using user generated content – Norway. My Way TripWow Slide Show The highest view video on Tripadvisor on Norway by far!
    16. 17. Looking forward <ul><ul><li>Ideas that don’t stop at launch, or after a six-week burst of media spend </li></ul></ul><ul><ul><li>Evolve through participation </li></ul></ul><ul><ul><li>Active analytics </li></ul></ul><ul><ul><li>Absorbing content </li></ul></ul><ul><ul><li>Engaged communities </li></ul></ul>
    17. 18. Stories for Life (A+B+C+D)
    18. 19. Content and context is king <ul><ul><li>” Stories for life” showcases some of the best activities in Norway in 12 short movies </li></ul></ul><ul><ul><li>Free distribution: YouTube, Facebook, blogs, TV stations, news, DMO websites, Airplanes ++ </li></ul></ul><ul><ul><li>Can be viewed & downloaded at </li></ul></ul><ul><ul><li>Innovation Norway owns all the rights for distribution – in all channels. For ever. This was a #1 criteria </li></ul></ul>
    19. 23. The Northern Lights belongs to Norway <ul><li>Obectives: </li></ul><ul><li>Increase number of visitors and room nights in Northern Norway </li></ul><ul><li>Re-brand The Northern Lights and use it as a hook to enhance awareness and appeal of winter holiday/activities in Northern Norway </li></ul><ul><li>Capture the fascination of the Northern Lights and position Norway as an easily accessible and ideal destination to experience it </li></ul><ul><li>Use of online and social media, engage consumer and trade and use them to advocate the branded product </li></ul><ul><li>Provide platform and opportunities for trade to promote their service and convert sales </li></ul>
    20. 24. Create your own Northern Lights (A+B+C)
    21. 28. Northern Lights Portal integration (B+D)
    22. 29. The power of organic SEO
    23. 32. Share, care and embed
    24. 33. Book Norway (B+D)
    25. 34. The customer as a booking dictator <ul><li>A national booking portal will be launched in Q1 2011 </li></ul><ul><li>Reviews and rating will be integrated </li></ul><ul><li>Reviewers = actual guests that have stayed at the hotel </li></ul><ul><li>Technology from Visit Technology Group (Sweden) </li></ul>
    26. 35.
    27. 36. Conversion rate: + 85 % after UGC 90 % positive UGC
    28. 37. Fun and games – user engagement (A+B) <ul><li>3 free online web games </li></ul><ul><li>Generated over 3 million clicks to the partners </li></ul><ul><li>Over 200 million games played </li></ul><ul><li>Collected +30.000 emails subscribers </li></ul>
    29. 40. Norway 360 (A+B): The power of Social Media <ul><li>Over 500.000 views and counting in 8 months </li></ul><ul><li>2 mins 49 sec on page </li></ul><ul><li>No paid marketing </li></ul><ul><li>Traffic from 25 % </li></ul>
    30. 42. ” WOW. This makes me want to go to Norway” (mission accomplished)
    31. 43. <ul><li>Thank you for your attention </li></ul><ul><li>Hans Petter Aalmo Portal Manager - </li></ul><ul><li>E-mail: </li></ul><ul><li> </li></ul>Foto: C H/Innovasjon Norge