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Follow them! Wer kann Social Media so richtig gut?

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Wer kann Social Media so richtig gut? Bei dieser interaktiven Session fordert Günter Exel die Teilnehmer des social media travel day 2019 in Frankfurt zum Mitmachen auf: Gemeinsam sammeln wir Beispiele aus Reisebranche und Tourismus, die uns beeindrucken und inspirieren. Alle Empfehlungen sind erlaubt – nur das eigene Unternehmen ist tabu. Die Best Practice-Beispiele werden auf Slideshare aufbereitet und an die #smtd19 Teilnehmer mit einem Appell versandt: „Follow them! Folgt den Besten – und lernt von ihnen!“
Diese Präsentation sammelt Social Media-Best Practices aus folgenden Bereichen:
– Storytelling
– Fotografie
– Video
– Mobile Content
– Live-Content
– Instagram Stories
– Community
– Support

Published in: Social Media
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Follow them! Wer kann Social Media so richtig gut?

  1. 1. social media travel day 2019 1 FOLLOW THEM! WER KANN SOCIAL MEDIA SO RICHTIG GUT? Günter Exel, Tourismuszukunft
  2. 2. 2 DARF ICH MICH VORSTELLEN? GÜNTER EXEL TOURISMUSZUKUNFT @guenterexel #kommunikation #echtzeit #multimedia #twitter #österreich
  3. 3. 3 WER KANN SOCIAL MEDIA SO RICHTIG GUT?
  4. 4. FOLLOW THEM! WEM FOLGT DENN IHR? 4
  5. 5. BEST PRACTICE BEISPIELE IM TOURISMUS 5
  6. 6. BEST PRACTICE BEISPIELE IM TOURISMUS 6 Foto:SarahHeuser GEMEINSAM!
  7. 7. 1. Gemeinsam sammeln wir Beispiele aus Reisebranche und Tourismus, die uns beeindrucken und inspirieren 7 DIE REGELN 2. Alle Empfehlungen sind erlaubt – nur das eigene Unternehmen ist tabu!
  8. 8. 8 BEST PRACTICE BEISPIELE AUS ACHT KATEGORIEN 🏆 Storytelling 🏆 Fotografie 🏆 Video 🏆 Mobile Content 🏆 Live-Content 🏆 Instagram Stories 🏆 Community 🏆 Support
  9. 9. 9 DOWNLOAD AB 28.10. bit.ly/smtd19-exel
  10. 10. 10 FOLLOW THEM: STORYTELLING
  11. 11. Quelle: www.wasunsbewegt.com 11 STORYTELLING: #WASUNSBEWEGT #wasunsbewegt: » Storytelling- Kampagne von IDM Südtirol » Redaktionelle Porträts: „Was uns bewegt sind Geschichten von Menschen in Südtirol. Wie sie leben und was ihnen wichtig ist, sind Fragen, die uns bewegen.“
  12. 12. 12 STORYTELLING: #WASUNSBEWEGT Quelle: www.wasunsbewegt.com #wasunsbewegt: » Storytelling- Kampagne von IDM Südtirol » Beispiel: Johannes Stötter – der „Meister des Unsicht- baren“ » Kommunikation: wasuns bewegt.com und Social Media
  13. 13. Quelle: www.love.tirol 13 STORYTELLING: #WIEWIRLEBEN #WieWirLeben: » Geschichten über die Mitglieder von Urlaub am Bauernhof in Kärnten » Website stories.urlaubam bauernhof.com » Porträts im Blog und Video Quelle: http://stories.urlaubam bauernhof.com
  14. 14. 14 » Lufthansa #LiveChangingPlaces: www.lifechangingplaces.com Geschichten zu Orten auf der ganzen Welt, die Menschen verändert haben » Tirol Werbung #lovetirol – www.tirol.at/lovetirol Menschen aus ganz Tirol erzählen über die kleinen Dinge des Alltags » Sixt #sixtmoments: www.instagram.com/explore/tags/sixtmoments Hashtag-Kampagne von Sixt – Influencer stellen Destinationen rund um die Welt vor » BVG #weilwirdichlieben: www.bvg.de/weilwirdichlieben Berliner Livestyle-Gefühl mit großer Schnauze Anregungen vom #almcamp19: » SalzburgerLandTourismus: Magazin „Logenplätze“ www.salzburgerland.com/de/magazin/thema/logenplaetze/ Top-5-Blog mit ca. 3000 Artikeln, Newsletter Redakteure sind die Absender; berichtet aus seinem Blickwinkel EURE BEST PRACTICE-BEISPIELE: STORYTELLING
  15. 15. 15 FOLLOW THEM: FOTOGRAFIE
  16. 16. Quelle: www.instagram.com/badruttspalace 16 FOTOGRAFIE: BADRUTT'S PALACE HOTEL Badrutt's Palace Hotel (St. Moritz): » Traditionsreiches Grand Hotel » Ästhetik und Lifestyle prägen den Auftritt » Stilvolle Bildwelten werden auf Instagram durchgezogen
  17. 17. Quelle: www.instagram.com/badruttspalace 17 FOTOGRAFIE: BADRUTT'S PALACE HOTEL Badrutt's Palace Hotel (St. Moritz): » Profil mit thematischen Highlight-Stories » „Snow, Spa, Kings, Food“ » Sorgfältig komponierte Instagram Stories mit Bewegtbild
  18. 18. Quelle: www.instagram.com/badruttspalace 18 FOTOGRAFIE: BADRUTT'S PALACE HOTEL Badrutt's Palace Hotel (St. Moritz): » Userbeiträge mit dem Hashtag #badruttspalace und #badrutts- moments » Auch hier: Ästhetik und Lifestyle » Selbstinszenierung als Element des Luxusaufenthaltes
  19. 19. 19 » Sächsische Schweiz: www.instagram.com/saechsischeschweiz „Wir sind Fotografie“ > Anlocken von Foto-Enthusiasten Kuratierter Feed auf Instagram » Motel One: www.instagram.com/motel_one Kernfarbe Petrol; die Bilder sehen extrem gut aus, der Feed ist herrlich anzukucken! » Rhätische Bahn: www.instagram.com/rhaetischebahn Streckenfahrten mit Landschafts-Impressionen von unterwegs » DZT – Deutsche Zentrale für Tourismus: www.instagram.com/germanytourism tolle Deutschland-Bilder » Hotel Hubertus Südtirol: www.hotel-hubertus.com Panoramapool mit Alpenpanorama > Instagrammability! EURE BEST PRACTICE-BEISPIELE: FOTOGRAFIE
  20. 20. 20 » Deutsche Bundesländer mit gutem fotografischem Auftritt: » Bayern: www.instagram.com/bayern » Nordrhein-Westfalen: www.instagram.com/deinnrw » Niedersachsen: www.instagram.com/mein_niedersachsen » Deutschlandliebe: www.urlaubsguru.de/deutschlandliebe Deutschland-Schwerpunkt von Urlaubsguru; User Generated Content mit dem Hashtag #meinedeutschlandliebe » Sommertage Blog: www.sommertage.com schöne Bildsprache > ansprechende Stories » Nidum Hotel Südtirol: www.nidum-hotel.com Hotel für neue Generation – einheitliche Bildsprache Anregungen vom #almcamp19: » Casa Modesta: www.instagram.com/casa_modesta Designhotel; ästhetisches Erlebnis in hochqualitativer Fotografie EURE BEST PRACTICE-BEISPIELE: FOTOGRAFIE
  21. 21. 21 FOLLOW THEM: VIDEO
  22. 22. 22 VIDEO SPURENSUCHER IM SALZBURGERLAND Quelle: https://youtu.be/zGU4Ty0rGtQ
  23. 23. 23 VIDEO: SPURENSUCHER IM SALZBURGERLAND SalzburgerLand Tourismus: » 2 Kanäle, über die in- house ca. 50 Videos im Jahr produziert werden » „Spurensucher im SalzburgerLand“: „Entdecke das SalzburgerLand auf den Spuren von unseren erfahrenen Spurensuchern. Sie geben ihr Fachwissen über Natur, Berge, Sport, Kulinarik und noch vieles mehr gerne an dich weiter.“
  24. 24. » germanytourism (DZT): www.youtube.com/user/germanytourism DZT-Kampagnen in Playlists (Germany Travel Show, EnjoyHiddenGermany, Luther360° etc) » Graubünden: www.youtube.com/user/graubuenden Steinböcke Gian und Giachen; Mountainbike-Kampagne » Neckermann: Boarding mit Benny – www.j.mp/boardingmitbenny War in den letzten 2 Jahren extrem viel unterwegs » ÖBB: Die drei Damen vom Gleis www.j.mp/3damenvomgleis – Storytelling rund um drei Jugendfreundinnen: www.railaxed.at/dreidamenvomgleis 24 EURE BEST PRACTICE-BEISPIELE: VIDEO
  25. 25. 25 » Travel Oregon: www.youtube.com/user/oregon Zeichentrickproduktionen rund um das paradiesische Oregon » 60secondstravel: https://60seconds.travel 1 Destination, in 1 Minute vorgestellt » brandenburg.de: Das Paradies vor der Haustür www.youtube.com/watch?v=RPezOCyR7d8 bildgewaltig, lustiges Ende! EURE BEST PRACTICE-BEISPIELE: VIDEO
  26. 26. 26 FOLLOW THEM: MOBILE CONTENT
  27. 27. Quelle: www.TravelLive.cc 27 MOBILE CONTENT: ECHTZEIT-CONTENT AUF REISEN #TravelLive: » Twitter-Reise- reportagen auf @TravelLiveCC » Reportage-Website www.TravelLive.cc » Kuratierung der Echtzeit- Impressionen mit Wakelet » Einbettung auf verschiedenen Websites möglich
  28. 28. Quelle: www.j.mp/gtm19-live 28 MOBILE CONTENT: EVENT-REPORTAGEN DER DZT Deutsche Zentrale für Tourismus DZT: » Live-Reportagen über den Twitter- Account @gntblive: ITB Berlin, Germany Travel Mart, DZT Knowledge Days … » Kuratierung der Echtzeit- Impressionen mit Wakelet » Einbettung auf germany.travel
  29. 29. 29 » GCB Deutschland auf Twitter: @GCB_Deutschland Regelmäßige Live-Impressionen und Account-Takeover von Veranstaltungen mit MICE-Bezug Anregungen vom #almcamp19: » AccorHotels auf Twitter: @Accor_DACH Live-Berichterstattung von #AccorInspiringMICE Roadshow » Bremerhaven auf Twitter: @BremerhavenInfo gezielter Einsatz von mobilem Content bei Live-Impressionen und Veranstaltungen » Blogger-Takeover des Accounts @Ruhr_Tourismus durch die @waltzingmeurers EURE BEST PRACTICE-BEISPIELE: MOBILE CONTENT
  30. 30. 30 FOLLOW THEM: LIVE-CONTENT
  31. 31. Quelle: www.facebook.com/ bremerhavenerleben 31 LIVE-CONTENT: BREMERHAVEN ERLEBEN „Bremerhaven erleben“ auf Facebook: » Einsatz von Facebook Live » Kurze Videos als Stimmungsbilder, Dialoge über Kommentare » Sehr hohes Engagement
  32. 32. 32 » Österreich Werbung: www.facebook.com/oesterreichwerbung/videos ÖW Live von der ITB: Interviews zu touristischen Themen » 25hours Hotels: www.instagram.com/25hourshotels Livestories von Events » Winterberg: www.facebook.com/winterberg Live-Impressionen von Sportveranstaltungen Anregungen vom #almcamp19: » Andersreisender: www.andersreisen.net Live-Content von Gerhard Liebenberger – wird oft für Live-Einstiege gebucht! EURE BEST PRACTICE-BEISPIELE: LIVE-CONTENT
  33. 33. 33 FOLLOW THEM: INSTAGRAM STORIES
  34. 34. 34 @AIDA_CRUISES INSTAGRAM STORIES Highlights wie Schiffspräsentationen werden durch viele Reise-Eindrücke aus Kreuzfahrtzielen ergänzt.
  35. 35. 35 @AIDA_CRUISES INSTAGRAM STORIES Highlights wie Schiffspräsentationen werden durch viele Reise-Eindrücke aus Kreuzfahrtzielen ergänzt.
  36. 36. 36 » der daberer. das biohotel: www.instagram.com/derdaberer.dasbiohotel Instagram Stories mit vielseitigen Themen aus dem Hotelalltag » Beach Motel SPO: www.instagram.com/beachmotel_spo Angebote, Inside, Roadtrip, Recruiting, Projekte, Crew, Tipps … » Mama Thresl: www.instagram.com/mamathresl rooms, food&drinks, clubbing, aktiv, shop, win a GoPro … » St. Peter-Ording: www.instagram.com/stpeterording Herbst, Podcast, Piratentage, Saltylove, Gezeiten, Kalender, Merch … EURE BEST PRACTICE-BEISPIELE: INSTAGRAM STORIES
  37. 37. 37 » Instagram-Stories aus skandinavischen Ländern: » Visit Stockholm: www.instagram.com/visitstockholm » VisitSwedenDE: www.instagram.com/visitswedende » VisitFinland: www.instagram.com/ourfinland (Rent a Finn!) » Filmtourismus: www.instagram.com/filmtourismus Account von Andrea David, die zu Filmlocations reist und diese vorstellt » Niedblog: www.instagram.com/niedblog Luxusreisen für Paare > Aufbereitung auf Stories, Drohneneinsatz Anregungen vom #almcamp19: » München: www.instagram.com/muenchen öfter Takeover EURE BEST PRACTICE-BEISPIELE: INSTAGRAM STORIES
  38. 38. 38 FOLLOW THEM: COMMUNITY
  39. 39. Quelle: www.facebook.com/ Balmers.Switzerland 39 COMMUNITY: BALMERS HOSTEL, INTERLAKEN Balmers Hostel (Interlaken): » „Best party hostel“ mit starker Community
  40. 40. Quelle: www.instagram.com/balmersinterlaken 40 COMMUNITY: BALMERS HOSTEL, INTERLAKEN Balmers Hostel (Interlaken): » Happy Swiss National Day: Feier und Gruppenfoto mit allen Balmers-Fans
  41. 41. Quelle: www.instagram.com/balmersinterlaken, www.facebook.com/ Balmers.Switzerland 41 COMMUNITY: BALMERS HOSTEL, INTERLAKEN Balmers Hostel (Interlaken): » Interaktion mit aktuellen Hostel-Gästen » Community über die Jahrzehnte hinweg (Fotos aus 1989)
  42. 42. 42 » Mama Thresl (Leogang): www.facebook.com/mamathresl Style & Lifestyle > Facebook-Seite als erweitertes Element der Community: hohe Bewertungen, starke Interaktion » Badgastein: www.gastein.com/service/social-wall mehrere Hotels, haben Badgastein neues Leben eingehaucht User Generated Content » #FlämingBotschafter: www.j.mp/flaemingbotschafter „Eingeborene“, die authentische Geschichten aus dem Fläming » Oberstaufen: www.facebook.com/oberstaufen sehr aktiv > Streetview, aber auch sehr viele Aktionen mit Gästen EURE BEST PRACTICE-BEISPIELE: COMMUNITY
  43. 43. 43 » Tourism Australia: www.facebook.com/SeeAustralia Klassiker der Tourismuswerbung: starker Content, starke Community » Tourism Ireland: www.facebook.com/Ireland Kroatien: www.facebook.com/Urlaub.Kroatien Echte Lovemarks! Starke Interaktion durch begeisterte Fans Anregungen vom #almcamp19: » Tannheimer Tal: www.facebook.com/TannheimerTal.at Kleine, aber gute Community, 60plus, sehr loyale Reisende Interaktion funktioniert erstaunlich gut EURE BEST PRACTICE-BEISPIELE: COMMUNITY
  44. 44. 44 FOLLOW THEM: SUPPORT
  45. 45. 45 BVG Berliner Verkehrsbetriebe » Konzept #weilwirdichlieben » Humor als Teil der DNA: Duzen, Berliner Schnauze SUPPORT: BVG BERLINER VERKEHRSBETRIEBE
  46. 46. 46 BVG Berliner Verkehrsbetriebe » Konzept #weilwirdichlieben » Humor als Teil der DNA: Duzen, Berliner Schnauze » Nähe zur Zielgruppe: Schnelle Reaktionen – aber auch Schlagfertigkeit SUPPORT: BVG BERLINER VERKEHRSBETRIEBE
  47. 47. 47 » Deutsche Bahn auf Twitter: @DB_Bahn Facebook: www.facebook.com/DBPersonenverkehr Klassiker des Kunden-Supports! Support-Schwerpunkt auf Twitter » Wiener Linien auf Twitter: @wienerlinien Facebook: www.facebook.com/wienerlinien EURE BEST PRACTICE-BEISPIELE: SUPPORT
  48. 48. 48 HERZLICHEN DANK! GÜNTER EXEL TOURISMUSZUKUNFT bit.ly/smtd19-exelDOWNLOAD (ab 28.10.):

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