Hello…INTRO.Hello from Oregon. For those of you who don’t know us, we’re that mythical place at the end of the Oregon trail, a place where great beer, wine, food, art, amazing nature and friendly people come together in one place. We’re the place that inspired the start of Nike and the home of the Oregon Ducks and Portland Trail Blazers.I have the privilege and honor or overseeing our INTEGRATED MARKETING team at TRAVEL OREGON where our job is to inspire people to explore all of Oregon’s greatness. Whether they already live here, come from a neighboring state or across an ocean – our job is to inspire folks to come to Oregon, experience it like a local and take a little bit of Oregon (probably in a bottle) home with them.As an agency, we focus on creating amazing content to tell the Oregon story, help travelers plan and have an amazing time on their trip, and build capacity for tourism within the state.
But just pushing stories out is not enough.Awesome Content is critical but it is not king; CONTEXT is.Serving the right content, at the right time, at the right moment…..
And so this is what drives our editorial objective to be the most trusted resource for travel inspiration and trip information.
How do we do this?We tell…a wide breadth of stories that evokes and emotional response and ignites a desire to explore OregonWe also provide comprehensive information about Oregon’s people, places, and things to see & do on TRAVELOREGON.COM so folks can plan their trips.INTL social – trade focussed:Twitters – Japan, UK, FR, GERFB: Japan, Ger, Fr
Baking social into content creation.
Baking social into content creation.
We are a state with more Festivals than days in the year. We celebrate music, food, crops and critters in Festivals. We are the birthplace of Jazz, Zydeco and Swamp Pop. We gather around Gumbo pots and crawfish boils to celebrate life. We share rich many rich and diverse cultures. And our goal at Louisiana Travel is to inspire visitors to come. We are the storytellers.
LT.com is the content hub for interactive presence. Cross channel integration. We realize that potential visitor rely on a number of resources when planning trips. The Winter version of Destination Analysts State of the American Traveler research concluded that 41.9% of travelers rely on UGC, while more than 22% utilize specific social media sites. 29.8% use the destination website for planning. Our strategy is to employ an integrated approach.
Cross channel promotion. 10%rule for web visits from social.
Content curation around #OnlyLouisianahashtag. We invite visitors and locals to share their only in Louisiana experiences on FB, Twitter, Instagram and G+ with the hashtag. Twitter and Instagram are captured in our evergreen campaign.
Tools We Can’t Live WithoutContent calendar – Google drive/Google docsFacebook Pages ManagerInstagramInstarepostfor Android; Regramfor iOSTwitter– native appPhoto editors -Cymerafor Android; Camera Plusfor iOS - Collages –PhotoGridfor Android; Picframefor iOSPocket– save links
How Content is Developed, Curated & Promoted - #SoMeT13US
A View From the State’s Perspective:
How Content is Developed, Curated and
Emily Forsha, Travel Oregon
Theresa Overby, Miles – Louisiana Travel
How Travel Oregon Manages Social Media/Content
Integrated Marketing | Travel Oregon
(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)
Cross Platform Inspiration
Bloggers + Ambassadors
200 stories/ 70-30 mix
original v. curated
• Social Media
Occasional pre-trip questions – either TO or
from writer’s account. e.g.
“We’re sending Russ and Laura to ride the
Old West Scenic Byway….what should they
Images/stories from the trip (2-3)
Either TO or writer’s account
Story lives on TO.com
Video on YT (w/ abstract + link driving
back to story)
Louisiana Travel Content/Social Media
Content Director | Miles
Our #1 goal is to
inspire the visitor to
add Louisiana to their
consideration set for
1. Be afraid of shiny objects – plan before jumping in
2. Audit what’s working/what’s not (content)
3. Co-op the content creation process (i.e. include
influencers, local partners etc.)
4. Creating content? Think about how it can be
broken down for across platforms
5. Curate content
6. Measure & benchmark