What the h$#ck is an Alberta? How to solve the modern challenge of destination marketing | Nancy Smith | #SoMeT15EU Amsterdam, Netherlands
Nancy Smith is one of our international guests for #SoMeT15EU and is joining us from Calgary, Alberta, Canada. In her session, Nancy will discuss how the destination of Alberta Canada uses social media to increase awareness and attract visitors from around the world. Nancy will also share how the destination uses the different social platforms, leverages partnerships and influencers to spread the word to a global audience. Nancy is the Manager of Social Media for the province of Alberta in Canada and manages all of the organization’s social media programs. She is a passionate Albertan who loves connecting people with the beautiful locations across the province. She has over 20 years experience of tourism marketing experience and is one of those unusual people who truly enjoys public speaking, especially when it involves talking about social media.
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What the h$#ck is an Alberta? How to solve the modern challenge of destination marketing | Nancy Smith | #SoMeT15EU Amsterdam, Netherlands
- 3. PEOPLE THINK ABOUT BIG IDEAS Travellers’ Destination Awarness 18.7 0.79 0.78 0.05 0.02 0 5 10 15 20 Canada Ontario B.C. Quebec Alberta “I DON’T EVEN KNOW WHAT AN ALBERTA IS.”FOCUS GROUP PARTICIPANT
- 4. 2014-2017 STRATEGIC OBJECTIVES TRAVEL ALBERTA GLOBAL MARKETS 1 Statistics Canada 2012 Travel Survey of Residents of Canada data. Includes same day and overnight visits. 2 Tourism revenue and visits from China (Mainland) and South Korea are derived from a small sample size. Data have a high margin of error. Statistics Canada, International Travel Survey 2012. 1. DRIVE ORGANIZATIONAL EXCELLENCE 2. MOBILIZE TEAM ALBERTA 3. LEVERAGE BRAND STRENGTH 4. DEFEND AND GROW TOURISM REVENUES TRAVELLER ECONOMY 2012 ITEM ALBERTA CANADA Visitor Spend $7.4 B $84.8 B Tourism Jobs 114,000 602,800 Taxation Revenue $3.41 B $21.4 B* 33 M PERSON VISITS $7.4 B EXPENDITURES 19,000 TOURISM BUSINESSES 114,000 JOBS IN ALBERTA $3.41B IN TAX REVENUE Source: Alberta Tourism, Parks and Recreation 2012 *Data available for 2011 only
- 6. “IF WE CAN’T EXPORT THE MOUNTAINS, WE WILL HAVE TO IMPORT THE TOURISTS”WILLIAM CORNELIUS VAN HORNE
- 7. 1.3 Billion Alberta (4 Million) NETWORKS BY SIZE 1.4 Billion
- 8. 8 WHERE YOUR CUSTOMERS ARE SPENDING THEIR TIME HAS CHANGED
- 9. OBVIOUSLY ALL OF THIS CHANGES HOW… We connect with each other and the stories we tell… We learn… We engage with brands and the stories we want to hear… We make purchase decisions.
- 10. DON’T FORGET… THEIR NETWORKS ARE BIGGER THAN YOURS ARE.
- 12. LET GO OF CONTROL
- 13. BUILD A TEAM DON’T FORGET… THEY WANT TO SHARE THEIR STORIES. BUILD ADVOCATES Give their content a platform / Invite the share, making it worth their while / Give them opportunities to create content / Facilitate existing behaviours /
- 18. 1. Motivate 2. Enable 3. Encourage 4. Curate 5. Amplify
- 20. v
- 21. v
Editor's Notes
- Instagram moments video