Rebuilding Christchurch with Social Media


Published on

After experiencing one of the New Zealand's worst natural disasters, Christchurch needs the worlds tourists to return and help bolster the economy.. this presentation provides simple tips on using social media to get the message out.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Rebuilding Christchurch with Social Media

  1. 1. Rebuilding Brand “Christchurch” March 2011
  2. 2. Agenda•  Devastated Christchurch•  Rebuilding Brand “Christchurch”•  Establish your marketing plan•  Is it Working?•  Fast Facts- SinoTech Group
  3. 3. Destination MarketingDevastated Christchurch
  4. 4. Devastated ChristchurchEvery year, New Zealand experiences about 14,000earthquakes, which are mostly small to moderate insize.On Tuesday 22 February 2011, New Zealand was hitwith a 6.3 earthquake that struck the city ofChristchurch,The earthquake was so server that 1 in 6 buildingswere certified unfit for occupation.Auckland saw 21,000 people arrive from Christchurchas the try to avoid aftershocks
  5. 5. What the World SawChristchurch’s pain was felt and seen around the world
  6. 6. What the World ThinksOnline sentiment analysis shows that the world is activelytalking about this event and the sentiment forChristchurch as a destination has taken a hit. Earthquake – 22nd Feb Volume SentimentData comes from SIP:Enterprise
  7. 7. What about Brand “Christchurch”Although the Government is making efforts to build thedamaged buildings and road…What about the Brand and Reputation of Christchurch?Christchurch relies on tourism and needs the world toknow it is open for business.
  8. 8. How to Reach the WorldHaving grown up in New Zealand and lived inChristchurch I think I understand the Kiwi’s psyche …. Sowhen it comes to the tourism sector needing topromote Christchurch to the world.. I expect it will takethe form of a pragmatic, cost effective and a ‘deliverresults now’ type approach…I am not going to ask you to sell the farm with huge TVor Print campaigns …. Get your message out with SocialMedia Marketing … it is easy for you to get startedyourself, without large costs and it will give you achance to tell the world your story.
  9. 9. Develop a Social Media Marketing PlanBefore you jump into Facebook or twitter… pleaseconsider some simple steps;1.  Identify who you want to promote too (ideal persona)2.  Create your messaging plan (what do you want to tell people)3.  Establish a site plan (where are you going to promote your messages)4.  Establish your KPI’s (measure, so you know if you are meeting your targets
  10. 10. Tips for Rebuilding Christchurch’s Brand
  11. 11. 1. Reach out to opinion makers and mediain the industry.2. Be proactive with your positive news.3. Images speak louder than words, wehave a beautiful city- show people. 8 General Tips4. Promote a destination within adestination.5. Utilize social media that reaches thewhole world (i.e., Facebook/Twitter areblocked in China).6. Celebrate your celebrations (World Cup)7. Target niches markets for promoting8. When the time is right, make a big splash.
  12. 12. Run a lobby or F&B webcam so people canshare their experience LIVEIntegrate social media into your physical Tips for hotels &property – welcome foursquare or twitter guest housesusers in their own profile.Find comments from Facebook and placethem on the lobby LCD panel for everyoneto seeFind your best ambassadors and engagethem.
  13. 13. Build engaging itineraries instead oflisting of attractions. Tips for tourRun competitions (photos/videos uploadcomps) to showcase your tour…. Let the operatorsworld see what you are offering.Develop a Blog - invite your clients to postor be a guest bloggersEnsure your web site and properties arelisted locally via Google Maps and askcustomers to post via Google and Yelpabout your tour, services, etc
  14. 14. Is it workingTourism is your lifeline… reach out.. Let people know youare ready to receive them… promote your city, venue,hotel, tour … lets get people back to Christchurch.In this time, just don’t forget the basics of marketing….measure and optimize. Use Google Analytics for website analytics and SIP:Enterprise for social mediaanalytics … Spend wisely and make every dollar count.Lets get Christchurch back on the map with touristsworldwide
  15. 15. About SinoTech GroupNever forgetting Christchurch
  16. 16. SinoTech Group - Fast Facts•  Social Intelligence Technology and Consulting Firm•  Heritage in software development•  Global reach•  Independent•  Offices in Beijing, Shanghai & Hong Kong•  Founded in April, 2007
  17. 17. Dr Mathew McDougall | @sinotechian | @sinotechgroup