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PMF 2013 | Office de Tourisme de Montréal | Précurseur du e-marketing éditorial et collaboratif

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En Sélectionnant Tourisme Montréal, la Chaire a souhaité récompenser la stratégie marketing "100% web" initiée depuis 2008 et sa campagne "get the local buzz from Montreal insider’s » comme un exemple pionnier du e-marketing touristique éditorial et collaboratif. Ce programme s’illustre par un usage renouvelé du marketing affinitaire, à travers le recrutement et la formation de bloggeurs pour promouvoir la destination, sur des créneaux spécifiques, et la mise en œuvre d’une stratégie puissante sur les réseaux sociaux. En 2011 et 2012, on observait une augmentation de 147 % des visites sur le site internet de l’office du tourisme, pour terminer l’année 2012 avec près 906 378 visites.

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PMF 2013 | Office de Tourisme de Montréal | Précurseur du e-marketing éditorial et collaboratif

  1. 1. 1
  2. 2. Tourisme Montréal De 100 % digital à 100 % médias sociaux Emmanuelle Legault VP Marketing #emmanuellemtl 15/10/2013 Centre de Congrès d’Aix-en-Provence
  3. 3. LE CONTEXTE < $ > Marchés
  4. 4. LE CONTEXTE Fragmentation/Multiplication
  5. 5. LE CONTEXTE Personalisation
  6. 6. 2009 100 % DIGITAL 6
  7. 7. 2009 – L’OBJECTIF Accroitre le nombre de nuitées
  8. 8. Tactiques de conversion (70% budget) Tactiques de notoriété (10% budget) Tactiques médias sociaux (20% budget) 2009 – L’ENJEU Tout en assurant un minimum de notoriété
  9. 9. 2009 – L’INSIGT Personne ne veut être un touriste
  10. 10. 10
  11. 11. Création Sport actuelle prof. 21 Festivals niches 2011 100 % MARKETING DE NICHES CLuGlinBaTire
  12. 12. 2011 – L’OBJECTIF Démystifier le quoi faire
  13. 13. 2011 – L’ENJEU + d’histoires sur + de plateformes
  14. 14. 2011 – L’INSIGHT Le bon message à la bonne personne
  15. 15. 2013/2014 100 % MÉDIAS SOCIAUX
  16. 16. 2013 - L’OBJECTIF Optimiser la gestion de notre réputation
  17. 17. 2013 - L’ENJEU D’expression de la marque à expérience de la marque
  18. 18. 2014 – L’INSIGHT Une marque aujourd’hui = Somme des histoires racontées par le voyageur
  19. 19. 2013 – L’APPROCHE Activer membres, touristes, locaux... -Eduquer -Communiquer -Equiper
  20. 20. 2013/14 – L’APPROCHE Amplifier les histoires Inspirer Activer Amplifier
  21. 21. 100 % Médias sociaux 100 % Mktg de niches De marketing de destination à gestionnaire de destination 100 % digital
  22. 22. #MTLMOMENTS

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