Social Media - from eyploration to strategy

1. Social Media Olaf Nitz
Head of Digital Media Strategy
From Exploration to Strategy Austrian National Tourist Office

2. Agenda
• Why a Social Media Strategy?
• Exploring Social Media
• How we do it
• Social Media Strategy

3. Who we are – some facts
• The Austrian Tourist Office (Österreich Werbung) ist
the national tourism marketing organization for the
country of Austria. The ATO is funding by the Austrian
Federal Government (75%) and the Austrian Chamber
of Commerce (25%), but also acts as a fee based
marketing agency for Austrian tourism interests.
• Worldwide Staff: 230
• President: BM Dr. Reinhold Mitterlehner, Minister for
Economics , Republic of Austria
• CEO: Dr. Petra Stolba

4. Market Offices worldwide

5. WHY A SOCIAL MEDIA
STRATEGY?

6. Development of Technologies
Visibility
Technology Productivity
Maturity
Source: Gartner, Mastering the Hype Cycle

7. Development of Hypes
Visibility
Many providers
Hype in mass media Negative press
Consolidation of providers 20-30% of potential users
Early Adopter
First products on
Best practices
the market
Less than 5% 3rd generation of products„
of potential users „Out of the Box“
VC for
start-ups 2nd generation
of products
R&D
Technology Peak of Slope of Plateau of
Trough of
Inflated Enlightenment Productivity
Trigger Disillusio
Ex-
nment
pectations
Maturity
Source: Gartner, Mastering the Hype Cycle

8. Who is responsible for Social Media?

9. EXPLORING SOCIAL MEDIA

10. 2006: Our first blog

11. Campaign-Blog: Snowtour

12. Facebook Pages

13. Youtube Channel

14. Social Media on the website

15. Social Media on the website

16. Social Media on the website

17. Social Media on the website

18. Social Media as part of Campaigns

19. Newsletter

20. Smartphone applications

21. Partnerships: Augmented Reality

22. B2B Blog

23. B2B: Travel 2.0 Guides
http://blog.austriatourism.com/travel-2-0-guide/

24. Digital Media Strategy
HOW WE DO IT

25. Digital Media Areas / Teams
Coordination
of website Content
content, online portals,
newsletters & Newsletter,
digital campaigns Online-
Monitoring, campaigns
Innovation
& Know How controlling &
support of the
market offices
Digital Media
Strategy Content research
Digital
platforms Monitoring &
Web & Mobile Service
in Social Media
Brand Content
BM / SDM BM / Brandcontent IMM / E-Marketing IMM / Infos / Service Market Offices

26. Netiquette & Guidelines

27. Digital Media Strategy
…TO STRATEGY

28. Corporate goals
• Our strategic goals are to
– Position
– Cultivate
– Develop
the umbrella brand, “Vacation in Austria”
• To generate growth and value for the Austrian tourism
and leisure industry

29. Digital strategic goal
„Strong brand presence on the internet“

30. The Digital Realm
Control
• Ratings &
Communities
Owned • User Content in
Media Social Media
• Website
• Facebook Paid
Pages Media
• Mobile Apps
Earned
Media
• Banner /Display Ads
• SEM
Reach

31. Key Measures in Social Media
1. 2. 3.
Listen Engage Support
• Get feedback • Distribute content • Online
• Product development • Become a member of Tourist Information
the community • Dialogue with guests

32. Digital Media Strategy
MEASUREMENT

33. Impressions
austria.info
iPhone Apps
Facebook
2006 2007 2008 2009 2010

34. Users from Facebook
Steady growth!

35. Thank you very much!
Dipl. Des. Olaf Nitz, BSc
Head of Digital Media Strategy
Austrian National Tourist Office
olaf.nitz@austria.info
www.austriatourism.com
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