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Kiela brodigan, visit dublin


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Kiela brodigan, visit dublin

  1. 2. Travel Huddle Kiela Brodigan Leisure Tourism Manager Dublin Tourism November 3 rd 2011
  2. 3. Dublin Tourism <ul><li>Regional Tourism Authority responsible for marketing, promoting & servicing of Dublin region </li></ul><ul><li>State appointed, commercial agency </li></ul><ul><li>Leisure and business tourism </li></ul><ul><li>Operate 4 tourist offices, 4 visitor attractions & marketing of destination Dublin </li></ul>
  3. 4. What we Do ! <ul><li>6 million visitors to </li></ul><ul><li>1.2 million visitors to Tourist Offices </li></ul><ul><li>750,000+ downloads </li></ul><ul><li>Dublin Pass Sightseeing Card </li></ul><ul><li>Visit Dublin App : 30,000+ </li></ul>
  4. 5. Dublin’s Pourfect Pint <ul><li>121 countries </li></ul><ul><li>130,000 plays </li></ul><ul><li>25,000 new database contacts </li></ul><ul><li>Shortlisted for Golden Spider, Digital Media and eGovernment Awards </li></ul>
  5. 6. Podcasting Competition <ul><li>Aimed at transition year students </li></ul><ul><li>Apple Computers Regional Training Centres </li></ul><ul><li>Pilot program in 2010 to create mp3 and mp4 podcasts for visitor attractions </li></ul>
  6. 7. Participation <ul><li> </li></ul><ul><li>11,100 likes </li></ul><ul><li>T </li></ul><ul><li>14,200 followers </li></ul><ul><li>Flickr </li></ul><ul><li>4,500 contributions </li></ul><ul><li>YouTube </li></ul><ul><li>400,000+ </li></ul>
  7. 8. Planning your Social Media Campaign Top 5 Tips <ul><li>What is your social media mission ? </li></ul><ul><li>Who are your customers? </li></ul><ul><li>What are your objectives ? </li></ul><ul><li>How are you to achieve your objectives? </li></ul><ul><li>When will they be achieved? </li></ul>
  8. 10. Facebook
  9. 11. Facebook
  10. 13. Social Media has worked for us because… <ul><li>we are able to communicate much faster and more effectively, e.g. Twitter to update people on the ash cloud situation, and snow conditions during the Christmas etc... </li></ul><ul><li>Dublin Tourism is looking for something more than a transaction. We are looking for loyalty that means a long-term engagement. ADVOCACY....  </li></ul><ul><li>  as Dublin Tourism has a physical location, we have used ‘Facebook Places’ to drive traffic through our 4 tourist offices. </li></ul>
  11. 14. <ul><li>Through synergy with Dublin Tourism partners, by working together to promote each other’s Facebook pages everyone benefits. </li></ul><ul><li>Facebook is the third largest referring website for , just below direct visits and Google, </li></ul><ul><li>Through Facebook, we can introduce new products more interactively than in print or banner ads…and provide a space where our consumers/visitors can connect with one another </li></ul><ul><li>Overall we have gained insight, support, suggestions, inspiration, and friends from our Facebook page. </li></ul>Social Media has worked for us because…
  12. 15. Rapidly Changing Market <ul><li>Rapidly increasing Smartphone usage – by end 2011 85% of all handsets will access the mobile internet </li></ul><ul><li>In 2009 70% of people used their mobile to do an internet search. 450m mobile internet users in 2009, this will pass the 1b mark by 2013 </li></ul><ul><li>Mobile marketing revenues are expected to reach €18b by 2013 </li></ul><ul><li>Sources: Gartner, IDC, ABI Research </li></ul>
  13. 16. Why develop an App? <ul><li>93 percent of iPhone owners have added an application to their phone </li></ul><ul><li>60 percent of users browse the internet at least once per day </li></ul><ul><li>33 percent of iPhone owners use maps and GPS more than 10 times per month </li></ul><ul><li>50 percent of iPhone users are over thirty years old </li></ul>
  14. 17. Visit Dublin App
  15. 18. Visit Dublin App <ul><li>Accessible and up-to-date information </li></ul><ul><li>Enhances the visitor experience </li></ul><ul><li>Provides safety and security </li></ul><ul><li>Develops customer relationship and goodwill </li></ul><ul><li>Brings together tourism industry </li></ul><ul><li>Extends brand awareness </li></ul><ul><li>Commercial – sales, vouchers </li></ul>
  16. 19. Visit Dublin App <ul><li>Data from </li></ul><ul><li>Presents information based on current location, directional search </li></ul><ul><li>GPS Only GPS with Compass </li></ul>
  17. 20. Visit Dublin App <ul><li>Directional search </li></ul><ul><li>Daily Bulletin </li></ul><ul><li>Audio </li></ul><ul><li>Special Offer Vouchers </li></ul><ul><li>‘ Guide Me’ functionality </li></ul><ul><li>Virtually explore </li></ul><ul><li>Cached data </li></ul><ul><li>Events </li></ul>
  18. 21. Visit Dublin App <ul><li>Capture visitor behaviour </li></ul><ul><li>What users want to know </li></ul><ul><li>Constant access to info </li></ul><ul><li>Next Phase - Sharing Experiences </li></ul><ul><li>Integrate use of social media </li></ul><ul><li>Geo –tagging of photos </li></ul><ul><li>Create new channels </li></ul><ul><li>Voucher serving </li></ul><ul><li>Mobile booking </li></ul><ul><li>Customisation – conferences/events </li></ul>
  19. 22. User Comments As a Dublin native I’m using this app all the time just to find out about places I would pass on a daily basis. I’ve been pleasantly surprised by the information and accuracy of locations.’ Daithi Locha ‘ This is a great app for finding your way around – and there is lots to see. Well worth a look.’ Brendan Corkery ‘ A must have while in Dublin.’ Wexsaint