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Let’s loose the
#BULL$h1t
Sunday 21 July 13
Sunday 21 July 13
It’s not the destination but
the journey right?!
Best you choose who you
journey with carefully, and how
you want to get t...
travel is social, there’s a
social media revolution
going on, and it’s
happening on mobile
phones and connected
devices
Su...
travel is social, there’s a
social media revolution
going on, and it’s
happening on mobile
phones and connected
devices
mo...
travel is social, there’s a
social media revolution
going on, and it’s
happening on mobile
phones and connected
devices
In...
+ +
+ +
Sunday 21 July 13
Martin Verdon-Roe
Vice President
Display Advertising Sales
Helena Egan
Head of Destination Marketing Sales
Europe, Middle ...
Tripadvisor traveller
We discovered a place with
so much space, that there’s
finally room to let go.
Sunday 21 July 13
Tripadvisor traveller
Every Nation has a
heartbeat, not every nation
has a rhythm.
Sunday 21 July 13
Tripadvisor traveller
I was closer than ever before
to a place that will never
leave me.
Sunday 21 July 13
Tripadvisor traveller
Magnificent vista, False Bay
coastline has to be the most
beautiful in the world. Heavenly!
Sunday 21...
+ +
+ +
Sunday 21 July 13
+ +
+ +
display
advertising
wasn’t
good
enough -
“don’t
give me
an IO”
Sunday 21 July 13
+ +
+ +
display
advertising
wasn’t
good
enough -
“don’t
give me
an IO”
If we are going
to partner,
let’s innovate
and do
s...
+ +
+ +
display
advertising
wasn’t
good
enough -
“don’t
give me
an IO”
If we are going
to partner,
let’s innovate
and do
s...
UNWTO
HANDBOOKreleased once every 4 years
Sunday 21 July 13
PAX UP 23%
generating ZAR663.3m for 2012
Sunday 21 July 13
Sunday 21 July 13
+ +
+ +
Sunday 21 July 13
Stephen Alvarez
"What does the Drakensberg mean to me. Well in a
word it's wide screen. It's a cinematic landscape.
It str...
Joel Sartore
"I've searched the entire world for a place like this.
It's conservation, plain and simple"
Sunday 21 July 13
Heather Perry
"Every where you look there's real style and originality,
and I think it's hard not to get caught up in it"
...
Some things just
never change,
or do they?!
Sunday 21 July 13
DMOs are stupid
sometimes too, but
there’s hope,
I think...
We’ve had to
change the DNA of
our DMO
Sunday 21 July 13
+ +
+ +
#MeetSouthAfrica
DMOs are stupid
sometimes too, but
there’s hope,
I think...
We’ve had to
change the DNA of
our DM...
It’s all about the
cupcake, not the
campaign
Sunday 21 July 13
+
PLACES
+ +
+
Sunday 21 July 13
+
PEOPLE
+ +
+
Sunday 21 July 13
+
FOOD
+ +
+
Sunday 21 July 13
+
TO DO
+ +
+
Sunday 21 July 13
Sunday 21 July 13
+ +
+ +
CAMPAIGN ORM REPORT
tracked between 1 April 2013 – 28 June 2013
Sunday 21 July 13
Sunday 21 July 13
2,569
Twitter mentions
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
161,057,079
opportunities for people to engage
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
R37,043,128.18
coverage value equivalent
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
36%
of the conversations contributed
by Bloggers
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
40,207,168
opportunities to see #MeetSouthAfrica
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
R11.5 million
advertising value equivalent
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
64%
of the conversation was
generated by the public
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
83%
traffic generated
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
13%
of the content
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
3%
of the content
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
83%
traffic generated
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
@velvetescape
most influential blogger
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
R3.1 million
advertising value
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13
120,000+
views and counting of
@viajarcondiago’s Bungee
Jumping off Bloukrans bridge video
(1 April to 28 June 2013)
YouTu...
R36.4 million
total ROI to date
(1 April to 28 June 2013)
Sunday 21 July 13
Here’s what it looks like so far...
Sunday 21 July 13
The new TVC for Australia
Sunday 21 July 13
Sunday 21 July 13
THE CONVERSATION STILL CONTINUES…
Sunday 21 July 13
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SoMeT13AU Social and Digital Shaping South African Tourism

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Keynote Presentation at #SoMeT13AU Symposium, #Wollongong, NSW, Australia

Published in: Travel, Technology, Business
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Transcript of "SoMeT13AU Social and Digital Shaping South African Tourism"

  1. 1. Let’s loose the #BULL$h1t Sunday 21 July 13
  2. 2. Sunday 21 July 13
  3. 3. It’s not the destination but the journey right?! Best you choose who you journey with carefully, and how you want to get there... Sunday 21 July 13
  4. 4. travel is social, there’s a social media revolution going on, and it’s happening on mobile phones and connected devices Sunday 21 July 13
  5. 5. travel is social, there’s a social media revolution going on, and it’s happening on mobile phones and connected devices more than 90% of travel decisions are being made online Sunday 21 July 13
  6. 6. travel is social, there’s a social media revolution going on, and it’s happening on mobile phones and connected devices Insight: Social Media has become the platform where consumers are finding inspiration, sharing experiences and voicing their opinions, and also interacting with brands in real time more than 90% of travel decisions are being made online Sunday 21 July 13
  7. 7. + + + + Sunday 21 July 13
  8. 8. Martin Verdon-Roe Vice President Display Advertising Sales Helena Egan Head of Destination Marketing Sales Europe, Middle East and Africa Sunday 21 July 13
  9. 9. Tripadvisor traveller We discovered a place with so much space, that there’s finally room to let go. Sunday 21 July 13
  10. 10. Tripadvisor traveller Every Nation has a heartbeat, not every nation has a rhythm. Sunday 21 July 13
  11. 11. Tripadvisor traveller I was closer than ever before to a place that will never leave me. Sunday 21 July 13
  12. 12. Tripadvisor traveller Magnificent vista, False Bay coastline has to be the most beautiful in the world. Heavenly! Sunday 21 July 13
  13. 13. + + + + Sunday 21 July 13
  14. 14. + + + + display advertising wasn’t good enough - “don’t give me an IO” Sunday 21 July 13
  15. 15. + + + + display advertising wasn’t good enough - “don’t give me an IO” If we are going to partner, let’s innovate and do something really cool Sunday 21 July 13
  16. 16. + + + + display advertising wasn’t good enough - “don’t give me an IO” If we are going to partner, let’s innovate and do something really cool after a 4 year relationship, that’s been collaborative and bold, we are seeing the results Sunday 21 July 13
  17. 17. UNWTO HANDBOOKreleased once every 4 years Sunday 21 July 13
  18. 18. PAX UP 23% generating ZAR663.3m for 2012 Sunday 21 July 13
  19. 19. Sunday 21 July 13
  20. 20. + + + + Sunday 21 July 13
  21. 21. Stephen Alvarez "What does the Drakensberg mean to me. Well in a word it's wide screen. It's a cinematic landscape. It stretches from horizon to horizon. It's just huge" Sunday 21 July 13
  22. 22. Joel Sartore "I've searched the entire world for a place like this. It's conservation, plain and simple" Sunday 21 July 13
  23. 23. Heather Perry "Every where you look there's real style and originality, and I think it's hard not to get caught up in it" Sunday 21 July 13
  24. 24. Some things just never change, or do they?! Sunday 21 July 13
  25. 25. DMOs are stupid sometimes too, but there’s hope, I think... We’ve had to change the DNA of our DMO Sunday 21 July 13
  26. 26. + + + + #MeetSouthAfrica DMOs are stupid sometimes too, but there’s hope, I think... We’ve had to change the DNA of our DMO Sunday 21 July 13
  27. 27. It’s all about the cupcake, not the campaign Sunday 21 July 13
  28. 28. + PLACES + + + Sunday 21 July 13
  29. 29. + PEOPLE + + + Sunday 21 July 13
  30. 30. + FOOD + + + Sunday 21 July 13
  31. 31. + TO DO + + + Sunday 21 July 13
  32. 32. Sunday 21 July 13
  33. 33. + + + + CAMPAIGN ORM REPORT tracked between 1 April 2013 – 28 June 2013 Sunday 21 July 13
  34. 34. Sunday 21 July 13
  35. 35. 2,569 Twitter mentions (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  36. 36. 161,057,079 opportunities for people to engage (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  37. 37. R37,043,128.18 coverage value equivalent (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  38. 38. 36% of the conversations contributed by Bloggers (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  39. 39. 40,207,168 opportunities to see #MeetSouthAfrica (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  40. 40. R11.5 million advertising value equivalent (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  41. 41. 64% of the conversation was generated by the public (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  42. 42. 83% traffic generated (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  43. 43. 13% of the content (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  44. 44. 3% of the content (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  45. 45. 83% traffic generated (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  46. 46. @velvetescape most influential blogger (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  47. 47. R3.1 million advertising value (1 April to 28 June 2013) Acceleration Media Sunday 21 July 13
  48. 48. 120,000+ views and counting of @viajarcondiago’s Bungee Jumping off Bloukrans bridge video (1 April to 28 June 2013) YouTube Analytics Sunday 21 July 13
  49. 49. R36.4 million total ROI to date (1 April to 28 June 2013) Sunday 21 July 13
  50. 50. Here’s what it looks like so far... Sunday 21 July 13
  51. 51. The new TVC for Australia Sunday 21 July 13
  52. 52. Sunday 21 July 13
  53. 53. THE CONVERSATION STILL CONTINUES… Sunday 21 July 13
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