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Tourism Ireland


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Brian Harte from Tourism Ireland shares their social media marketing lessons. Comment now at

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Tourism Ireland

  1. 1. Social Media Experiences Hotel Website Marketing Conference 24 th November 2009 Presented by Brian Harte Head of Customer Engagement and eMarketing Tourism Ireland
  2. 2. Tourism Ireland’s Role Responsible for marketing the island of Ireland overseas as a holiday destination “ ”
  3. 3. 41 Websites – 19 Languages 12 m visits 64 m page views 2 m referrals +28% vs 2008
  4. 4. Importance of Online <ul><li>Online Advertising : all standard formats (banners, skys, MPUs), rich media </li></ul><ul><li>Partnership Media Promotions : joint campaigns e.g. Lastminute, Expedia, Tripadvisor </li></ul><ul><li>Email Marketing : TI database, cold data, media partner databases </li></ul><ul><li>Search Engine Marketing : over €700,000 invested in 09, 2,000+ key search terms </li></ul>27% of 2010 marketing spend online
  5. 5. Social Media: Tourism Ireland’s Perspective <ul><li>Here to stay </li></ul><ul><li>Important </li></ul><ul><li>Long-term engagement </li></ul>
  6. 6. Our Social Media Strategy <ul><li>Social Media Capability </li></ul><ul><li>“ Platform” presence on key media </li></ul><ul><li>Social Media Campaign Component </li></ul><ul><li>Online PR </li></ul><ul><li>Customer Service </li></ul><ul><li>Promote internal skills & knowledge </li></ul>
  7. 7. Social Media Approach <ul><li>Process : Use existing providers & staff plus projects co-ordinator </li></ul><ul><li>Applications : Build appropriate apps & deploy </li></ul><ul><li>Amplification : calls to action, PR & publicity, advertising </li></ul>
  8. 8. Activities to Date <ul><li>Social marketing ‘toe-dip’ </li></ul><ul><ul><li>Facebook, WAYN, Youtube, Flickr, Blog </li></ul></ul><ul><li>Market campaigns </li></ul><ul><ul><li>Facebook, Twitter, Hyves, MySpace </li></ul></ul><ul><ul><li>Mixed success </li></ul></ul><ul><li>Formal Start of Activities </li></ul><ul><ul><li>Central & market Twitter streams </li></ul></ul><ul><ul><li>Central & market Facebook pages </li></ul></ul><ul><ul><li>Market-specific Media </li></ul></ul>
  9. 12. # Hashtags #irelandoffer
  10. 18. Lessons Learned … not just for Christmas
  11. 19. Lessons Learned <ul><li>Be wary </li></ul><ul><ul><li>Difficult to Manage </li></ul></ul><ul><ul><li>Very time consuming </li></ul></ul><ul><ul><li>Hasn’t yet been proven in delivering sales </li></ul></ul><ul><ul><li>“ sales as a side effect” </li></ul></ul><ul><ul><li>Objective setting & measurement challenging </li></ul></ul><ul><li>Needs… </li></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Consistency </li></ul></ul><ul><ul><li>To be appropriate to the medium </li></ul></ul><ul><li>What works ? </li></ul><ul><ul><li>Personal approach, images, incentives, service </li></ul></ul>
  12. 20. Recommendations <ul><li>Engage with Trip Advisor & other review sites </li></ul><ul><li>Monitor & listen to main social media </li></ul><ul><ul><li>Particularly Facebook, Twitter, travel boards </li></ul></ul><ul><li>Contribute </li></ul><ul><ul><li>For example, let Tourism Ireland amplify, tweet at us, use #IrelandOffer </li></ul></ul><ul><ul><li>Talk to our users, interact on our Facebook pages </li></ul></ul><ul><li>Start your own </li></ul><ul><ul><li>But be careful, do it sustainably </li></ul></ul><ul><ul><li>Remember it’s a network, so interact to amplify </li></ul></ul><ul><ul><li>Maintain personal contact & incentivise with offers </li></ul></ul>
  13. 21. Get Involved -Tourism Ireland’s Industry Opportunities <ul><li>Ensure your record in Fáilte Ireland/ NITB databases is up to date </li></ul><ul><li>Provide offers to Fáilte Ireland/ NITB to be used on </li></ul><ul><li>Stand out through good offers, not necessarily the lowest price </li></ul><ul><li>Visit </li></ul>
  14. 23. Thank You [email_address]