Tourism ireland hotel website marketing 2010 pd

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Tourism ireland hotel website marketing 2010 pd

  1. 1. Online Marketing… Social & more Tourism Ireland September 2010 Brian Harte, Head of Customer Engagement & E-marketing
  2. 2. Tourism Ireland – Hello Again! • Quick reminder… “We market the Island of Ireland overseas as a holiday destination” • Working with Fáilte Ireland, NITB and industry • Market offices, full range of marketing activity
  3. 3. Strategy to fill the Digital Funnel Stage Activities Motivation: Online Display, Video, Takeovers, PR, Blogging, Social Media, Search Engagement: Website, Social Media, Phone, Email, Trip Planning Referral: Product & Offers Advocacy: Social Media
  4. 4. Some numbers • 13m visits: DiscoverIreland.com & related sites „09 – Up +9% YTD • 4 m: Consumer Database size – Up +400k YTD – 1.9m email addresses – 20m warm emails send p/year • 95k fans/followers: Facebook & Twitter – Up +88k YTD
  5. 5. Explosion of Social • Dabbled since „08 • Strategy written July „09 – “Social media here to stay, it‟s important and it requires long-term engagement” – Objectives owned by each market office – Supports provided from Ireland • Services & Plans put in place Q4 ‟09 – >15 distinct presences established & maintained – Social media campaigns run across multiple markets
  6. 6. Supports in place • Social project co-ordination • Editorial • Contact centre for “Projected customer service” • Application development • Knowledge & education • Tracking • Advertising management
  7. 7. Experiences • Advertising • Incentives • Conversation • Images • App development • Measurement • Viral
  8. 8. Future: Evolution of Social CRM • CRM Database at the heart • Interactions on – owned platforms e.g. web site – owned media e.g Facebook – wider web
  9. 9. Next Steps • In progress • To come – Trip Planner rollout – Trip Planner app – Web services – Rework site to bake – App development in social – Optimisation – New campaign apps – Measurement & – Social „market book‟ evaluation – Blog opportunities – Youtube branded channel
  10. 10. Connect with us • Industry Opportunities • DiscoverIreland.com • Market offices

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