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Combating Stereotypes
of Your Destination with
Digital Marketing
A TA L E O F M I S E R Y, N I G H T L I F E A N D T W E E...
Stereotypes Exist
Everybody at SoMeT is currently dealing
with widely held, but
oversimplified, perceptions about their
de...
Austin, Texas

Tucson, Arizona

SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
Stereotypes Can Help or Hurt Your
Destination When Attracting Visitors

SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
How Do You Combat Your Stereotypes?
Case Study: Utah Office of Tourism

SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
Follower Count Increased by
74% in Six Month Period
Since Site Launch
New messaging
provided fresh content
to reference an...
How Do You Combat Your Stereotypes?
Case Study: Visit Salt Lake

SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE2024
1) Data Acquisition

2) Data
Normalization
Mapping & Import

1

2

4
4) Maintain

SOCIAL MEDIA TOURISM SYMPOSIUM

3

3) Ma...
135 to 1,375
Dining Listings
918.5% Increase

41 to 128
Bar Listings
212.2% Increase

SOCIAL MEDIA TOURISM SYMPOSIUM

@RGE...
But…What If Your Destination Was
Named One of America’s Most
Miserable Cities?

SOCIAL MEDIA TOURISM SYMPOSIUM

@RGEORGE20...
How Do You Combat Your Stereotypes?
Case Study: Rockford Area Convention &
Visitors Bureau

SOCIAL MEDIA TOURISM SYMPOSIUM...
Criteria
Unemployment Rate between 2010-2012
2010: 15%
2011: 12%
2012: 11.4%
Change in media home price between
2009-2012:...
Criteria
Weather
(precipitation, humidity, te
mperature)
Median commute time ??

SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
$3.00 tickets for all seats
$3.00 food/drink combo special
Two vendors per 8’ table
More than 15 booths/30 vendors
Show vi...
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
Barton Fishoff

“Huge comment response both on
Facebook and YouTube.
Say what you want, the campaign
clearly is having imp...
Digital Results
Facebook: 350% increase in engagement

YouTube: 21,490 views
GoRockford.com: 50% increase in unique websit...
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
SOCIAL MEDIA TOURISM SYMPOSIUM

@BTFRENCH
Takeaways from Case Studies
Can’t rely just on social media, but use it as a
key driver for spreading accurate information...
Takeaways from Case Studies
Has to be a team effort, including those outside
your DMO with your partners.

SOCIAL MEDIA TO...
Takeaways from Case Studies
Have to know what to focus on and how to
measure the successes

SOCIAL MEDIA TOURISM SYMPOSIUM
Combating Stereotypes
of Your Destination with
Digital Marketing
THANK YOU
›

Ryan George
CEO
Simpleview
@rgeorge2024

›

...
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GoRockford Simpleview Presentation SoMeT13US

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How to Combat Destination Stereotypes through Digital Marketing, presented by Ryan George, CEO, Simpleview, and Bridget French, Director of Marketing & Public Affairs at Rockford Area Convention & Visitors Bureau

Published in: Travel, Business, Technology
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GoRockford Simpleview Presentation SoMeT13US

  1. 1. Combating Stereotypes of Your Destination with Digital Marketing A TA L E O F M I S E R Y, N I G H T L I F E A N D T W E E T I N G › Ryan George CEO Simpleview @rgeorge2024 › Bridget French Director of Marketing and Public Affairs Rockford Area Convention & Visitors Bureau @btfrench SOCIAL MEDIA TOURISM SYMPOSIUM
  2. 2. Stereotypes Exist Everybody at SoMeT is currently dealing with widely held, but oversimplified, perceptions about their destinations. Huntsville, Alabama SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  3. 3. Austin, Texas Tucson, Arizona SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  4. 4. Stereotypes Can Help or Hurt Your Destination When Attracting Visitors SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  5. 5. How Do You Combat Your Stereotypes? Case Study: Utah Office of Tourism SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  6. 6. SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  7. 7. SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  8. 8. SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  9. 9. SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  10. 10. Follower Count Increased by 74% in Six Month Period Since Site Launch New messaging provided fresh content to reference and share SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  11. 11. How Do You Combat Your Stereotypes? Case Study: Visit Salt Lake SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  12. 12. SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  13. 13. 1) Data Acquisition 2) Data Normalization Mapping & Import 1 2 4 4) Maintain SOCIAL MEDIA TOURISM SYMPOSIUM 3 3) Make UI & UX Changes @RGEORGE2024
  14. 14. 135 to 1,375 Dining Listings 918.5% Increase 41 to 128 Bar Listings 212.2% Increase SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  15. 15. But…What If Your Destination Was Named One of America’s Most Miserable Cities? SOCIAL MEDIA TOURISM SYMPOSIUM @RGEORGE2024
  16. 16. How Do You Combat Your Stereotypes? Case Study: Rockford Area Convention & Visitors Bureau SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  17. 17. Criteria Unemployment Rate between 2010-2012 2010: 15% 2011: 12% 2012: 11.4% Change in media home price between 2009-2012: $120,000 to $86,500 Income tax rate (Individuals) 2010: 3% to 5% (still at 5%) SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  18. 18. Criteria Weather (precipitation, humidity, te mperature) Median commute time ?? SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  19. 19. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  20. 20. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  21. 21. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  22. 22. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  23. 23. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  24. 24. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  25. 25. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  26. 26. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  27. 27. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  28. 28. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  29. 29. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  30. 30. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  31. 31. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  32. 32. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  33. 33. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  34. 34. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  35. 35. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  36. 36. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  37. 37. $3.00 tickets for all seats $3.00 food/drink combo special Two vendors per 8’ table More than 15 booths/30 vendors Show video prior to start of game SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  38. 38. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  39. 39. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  40. 40. Barton Fishoff “Huge comment response both on Facebook and YouTube. Say what you want, the campaign clearly is having impact and getting noticed. Bad campaigns just get ignored” SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  41. 41. Digital Results Facebook: 350% increase in engagement YouTube: 21,490 views GoRockford.com: 50% increase in unique website visits SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  42. 42. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  43. 43. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  44. 44. SOCIAL MEDIA TOURISM SYMPOSIUM @BTFRENCH
  45. 45. Takeaways from Case Studies Can’t rely just on social media, but use it as a key driver for spreading accurate information about destination. SOCIAL MEDIA TOURISM SYMPOSIUM
  46. 46. Takeaways from Case Studies Has to be a team effort, including those outside your DMO with your partners. SOCIAL MEDIA TOURISM SYMPOSIUM
  47. 47. Takeaways from Case Studies Have to know what to focus on and how to measure the successes SOCIAL MEDIA TOURISM SYMPOSIUM
  48. 48. Combating Stereotypes of Your Destination with Digital Marketing THANK YOU › Ryan George CEO Simpleview @rgeorge2024 › Bridget French Director of Marketing and Public Affairs Rockford Area Convention & Visitors Bureau @btfrench SOCIAL MEDIA TOURISM SYMPOSIUM

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