SlideShare a Scribd company logo

Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign

Paper presented at the CAUTHE conference. Gold Coast, Australia

1 of 17
Download to read offline
Measuring The Success of
Tourism & Event
Queensland’s ‘Instameet’
Campaign
Darryl Woodford & Katie Prowd
@dpwoodford | @katieprowd
STRUCTURE
● About Us
● Value of Social Media
● About the Campaign
● Methodology
● Instagram around the world, and in QLD
● The TEQ Instameet campaign
● Imagery & Reactions
● Long Term Impact & Value for Tourism
● About Hypometer
VALUE OF SOCIAL MEDIA - ELECTRONIC WOM
AND THE RESULT...
ABOUT THE CAMPAIGN
● “World’s Biggest Instameet” - 4 Oct 2014
● 89 Separate Meets
● Goals:
○ Bring attention to QLD as a tourism destination
○ Generate imagery that can be used for promotional
campaigns
● Meetups hosted by paid photographers / influencers
● Campaign focused on Instagram
METHODOLOGY & TECHNOLOGY
● Gathered data that used official hashtags (#instameet,
#thisisqueensland, #queensland) on Instagram, as well as
before-and-after data on the TEQ account followers on
Twitter & Instagram.
● While <1% of Tweets are geotagged, >50% of Instagram
images are.
● Utilises analytics technology developed in-house:
○ for content
○ for follower growth (‘accession’)

Recommended

Digital Marketing & Implementing a Lean Startup
Digital Marketing & Implementing a Lean StartupDigital Marketing & Implementing a Lean Startup
Digital Marketing & Implementing a Lean StartupMis Tribus
 
Induction strategies that work
Induction strategies that workInduction strategies that work
Induction strategies that workEpic
 
Teachmeetnz student designed learning spaces
Teachmeetnz   student designed learning spacesTeachmeetnz   student designed learning spaces
Teachmeetnz student designed learning spacesannekenn
 
Going Mobile: A Key to Program Engagement
Going Mobile: A Key to Program EngagementGoing Mobile: A Key to Program Engagement
Going Mobile: A Key to Program EngagementTrenholm Ninestein
 
Taking your business into the future
Taking your business into the futureTaking your business into the future
Taking your business into the futureGina Schreck
 
Martindudek twitter
Martindudek twitterMartindudek twitter
Martindudek twittermartinsdudek
 
Top 10 social media skills eglobaltalent
Top 10 social media skills eglobaltalentTop 10 social media skills eglobaltalent
Top 10 social media skills eglobaltalentSEBASTIEN ZEKPA
 

More Related Content

Viewers also liked

culture and heritage tourism development
culture and heritage tourism developmentculture and heritage tourism development
culture and heritage tourism developmentBrian White
 
Event tourism, presentation of article (in Norwegian)
Event tourism, presentation of article (in Norwegian)Event tourism, presentation of article (in Norwegian)
Event tourism, presentation of article (in Norwegian)Oxana Zhigareva
 
Christmas presentation by Amy
Christmas presentation by AmyChristmas presentation by Amy
Christmas presentation by Amymusicalarapita
 
CULTURE AND HERITAGE TOURISM
CULTURE AND HERITAGE TOURISMCULTURE AND HERITAGE TOURISM
CULTURE AND HERITAGE TOURISMERICK MAINA
 
Cultural Heritage of India
Cultural Heritage of IndiaCultural Heritage of India
Cultural Heritage of IndiaSargun Kohli
 
Christmas Traditions all over The World
Christmas Traditions all over The WorldChristmas Traditions all over The World
Christmas Traditions all over The WorldNubia **
 
B&M Events Company Profile
B&M Events Company ProfileB&M Events Company Profile
B&M Events Company ProfileBingle Felizardo
 
The Different Types of Tourism
The Different Types of Tourism The Different Types of Tourism
The Different Types of Tourism Altin Baku
 
Event Management
Event Management Event Management
Event Management Joey Phuah
 
Christmas day
Christmas dayChristmas day
Christmas dayANAYET55
 
Christmas presentation
Christmas presentationChristmas presentation
Christmas presentationXavi Malo
 
Christmas Presentation
Christmas PresentationChristmas Presentation
Christmas Presentationmhaaga
 

Viewers also liked (17)

Heritage Tourism
Heritage TourismHeritage Tourism
Heritage Tourism
 
culture and heritage tourism development
culture and heritage tourism developmentculture and heritage tourism development
culture and heritage tourism development
 
event tourism
event tourismevent tourism
event tourism
 
Event tourism, presentation of article (in Norwegian)
Event tourism, presentation of article (in Norwegian)Event tourism, presentation of article (in Norwegian)
Event tourism, presentation of article (in Norwegian)
 
Christmas presentation by Amy
Christmas presentation by AmyChristmas presentation by Amy
Christmas presentation by Amy
 
CULTURE AND HERITAGE TOURISM
CULTURE AND HERITAGE TOURISMCULTURE AND HERITAGE TOURISM
CULTURE AND HERITAGE TOURISM
 
Cultural Heritage of India
Cultural Heritage of IndiaCultural Heritage of India
Cultural Heritage of India
 
Christmas Traditions all over The World
Christmas Traditions all over The WorldChristmas Traditions all over The World
Christmas Traditions all over The World
 
B&M Events Company Profile
B&M Events Company ProfileB&M Events Company Profile
B&M Events Company Profile
 
The Different Types of Tourism
The Different Types of Tourism The Different Types of Tourism
The Different Types of Tourism
 
Event Management
Event Management Event Management
Event Management
 
Event management
Event managementEvent management
Event management
 
Christmas day power point
Christmas day power pointChristmas day power point
Christmas day power point
 
Christmas day
Christmas dayChristmas day
Christmas day
 
Christmas ppt
Christmas pptChristmas ppt
Christmas ppt
 
Christmas presentation
Christmas presentationChristmas presentation
Christmas presentation
 
Christmas Presentation
Christmas PresentationChristmas Presentation
Christmas Presentation
 

Similar to Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign

Google - Social Media Strategies (Digital Marketing Today: F16)
Google - Social Media Strategies (Digital Marketing Today: F16)Google - Social Media Strategies (Digital Marketing Today: F16)
Google - Social Media Strategies (Digital Marketing Today: F16)Julian Gamboa
 
Unforgettable: Transforming Commencement into an Interactive Experience (Post...
Unforgettable: Transforming Commencement into an Interactive Experience (Post...Unforgettable: Transforming Commencement into an Interactive Experience (Post...
Unforgettable: Transforming Commencement into an Interactive Experience (Post...Katie Santo
 
Content Campaign Strategy
Content Campaign StrategyContent Campaign Strategy
Content Campaign StrategyTony Passey
 
No tv day case study
No tv day case studyNo tv day case study
No tv day case studyThe In Things
 
Mohammed Akthar Maximized Brand Awareness
Mohammed Akthar Maximized Brand Awareness Mohammed Akthar Maximized Brand Awareness
Mohammed Akthar Maximized Brand Awareness omairakthar
 
Ryan Martin - Creating the Blueprint to Start or Grow a Social Media Presence
Ryan Martin - Creating the Blueprint to Start or Grow a Social Media PresenceRyan Martin - Creating the Blueprint to Start or Grow a Social Media Presence
Ryan Martin - Creating the Blueprint to Start or Grow a Social Media PresenceReynolds Journalism Institute (RJI)
 
Using Social Media to Market your services - ACS Community Symposium - Laila ...
Using Social Media to Market your services - ACS Community Symposium - Laila ...Using Social Media to Market your services - ACS Community Symposium - Laila ...
Using Social Media to Market your services - ACS Community Symposium - Laila ...Marketing Success
 
Social media for tangible outcomes - Veda Banerjee
Social media for tangible outcomes - Veda BanerjeeSocial media for tangible outcomes - Veda Banerjee
Social media for tangible outcomes - Veda BanerjeeOpenSpaceCouncil
 
Unlocking Opportunity Through Social Media for Student Organizers & Social Me...
Unlocking Opportunity Through Social Media for Student Organizers & Social Me...Unlocking Opportunity Through Social Media for Student Organizers & Social Me...
Unlocking Opportunity Through Social Media for Student Organizers & Social Me...Jenna Spagnolo
 
Making Social Media Work for You
Making Social Media Work for You Making Social Media Work for You
Making Social Media Work for You Angela Connor
 
Social Media in Real Life: How YorkU won gold by bringing social to live events
Social Media in Real Life: How YorkU won gold by bringing social to live eventsSocial Media in Real Life: How YorkU won gold by bringing social to live events
Social Media in Real Life: How YorkU won gold by bringing social to live eventsMark Farmer
 
Introducing Social Media for Business
Introducing Social Media for BusinessIntroducing Social Media for Business
Introducing Social Media for BusinessSitraka ANDRINIVO
 
Viral Advert Research
Viral Advert ResearchViral Advert Research
Viral Advert Researchljacksonmedia
 
Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...Montfort
 
Tjasa Kolenc Filipcic: Let's Clean the Mountains
Tjasa Kolenc Filipcic: Let's Clean the MountainsTjasa Kolenc Filipcic: Let's Clean the Mountains
Tjasa Kolenc Filipcic: Let's Clean the MountainsIABC_EMENA
 
Social Media Case Study: MyCityLinks Tabloid
Social Media Case Study: MyCityLinks TabloidSocial Media Case Study: MyCityLinks Tabloid
Social Media Case Study: MyCityLinks TabloidSocial Samosa
 
Mycitylinks tabloid
Mycitylinks tabloidMycitylinks tabloid
Mycitylinks tabloidpratikm87
 

Similar to Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign (20)

Google presentation
Google presentationGoogle presentation
Google presentation
 
Google - Social Media Strategies (Digital Marketing Today: F16)
Google - Social Media Strategies (Digital Marketing Today: F16)Google - Social Media Strategies (Digital Marketing Today: F16)
Google - Social Media Strategies (Digital Marketing Today: F16)
 
How to Create a Powerful Social Media Strategy That Gets Results - Jennifer W...
How to Create a Powerful Social Media Strategy That Gets Results - Jennifer W...How to Create a Powerful Social Media Strategy That Gets Results - Jennifer W...
How to Create a Powerful Social Media Strategy That Gets Results - Jennifer W...
 
Unforgettable: Transforming Commencement into an Interactive Experience (Post...
Unforgettable: Transforming Commencement into an Interactive Experience (Post...Unforgettable: Transforming Commencement into an Interactive Experience (Post...
Unforgettable: Transforming Commencement into an Interactive Experience (Post...
 
Content Campaign Strategy
Content Campaign StrategyContent Campaign Strategy
Content Campaign Strategy
 
No tv day case study
No tv day case studyNo tv day case study
No tv day case study
 
Mohammed Akthar Maximized Brand Awareness
Mohammed Akthar Maximized Brand Awareness Mohammed Akthar Maximized Brand Awareness
Mohammed Akthar Maximized Brand Awareness
 
Ryan Martin - Creating the Blueprint to Start or Grow a Social Media Presence
Ryan Martin - Creating the Blueprint to Start or Grow a Social Media PresenceRyan Martin - Creating the Blueprint to Start or Grow a Social Media Presence
Ryan Martin - Creating the Blueprint to Start or Grow a Social Media Presence
 
Using Social Media to Market your services - ACS Community Symposium - Laila ...
Using Social Media to Market your services - ACS Community Symposium - Laila ...Using Social Media to Market your services - ACS Community Symposium - Laila ...
Using Social Media to Market your services - ACS Community Symposium - Laila ...
 
Social media for tangible outcomes - Veda Banerjee
Social media for tangible outcomes - Veda BanerjeeSocial media for tangible outcomes - Veda Banerjee
Social media for tangible outcomes - Veda Banerjee
 
Unlocking Opportunity Through Social Media for Student Organizers & Social Me...
Unlocking Opportunity Through Social Media for Student Organizers & Social Me...Unlocking Opportunity Through Social Media for Student Organizers & Social Me...
Unlocking Opportunity Through Social Media for Student Organizers & Social Me...
 
Making Social Media Work for You
Making Social Media Work for You Making Social Media Work for You
Making Social Media Work for You
 
HDFC Life #standupontwitter
HDFC Life #standupontwitterHDFC Life #standupontwitter
HDFC Life #standupontwitter
 
Social Media in Real Life: How YorkU won gold by bringing social to live events
Social Media in Real Life: How YorkU won gold by bringing social to live eventsSocial Media in Real Life: How YorkU won gold by bringing social to live events
Social Media in Real Life: How YorkU won gold by bringing social to live events
 
Introducing Social Media for Business
Introducing Social Media for BusinessIntroducing Social Media for Business
Introducing Social Media for Business
 
Viral Advert Research
Viral Advert ResearchViral Advert Research
Viral Advert Research
 
Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...
 
Tjasa Kolenc Filipcic: Let's Clean the Mountains
Tjasa Kolenc Filipcic: Let's Clean the MountainsTjasa Kolenc Filipcic: Let's Clean the Mountains
Tjasa Kolenc Filipcic: Let's Clean the Mountains
 
Social Media Case Study: MyCityLinks Tabloid
Social Media Case Study: MyCityLinks TabloidSocial Media Case Study: MyCityLinks Tabloid
Social Media Case Study: MyCityLinks Tabloid
 
Mycitylinks tabloid
Mycitylinks tabloidMycitylinks tabloid
Mycitylinks tabloid
 

More from Darryl Woodford

Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...Darryl Woodford
 
Audiencing Through Social Media: A Brief Overview
Audiencing Through Social Media: A Brief OverviewAudiencing Through Social Media: A Brief Overview
Audiencing Through Social Media: A Brief OverviewDarryl Woodford
 
Slicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive InformationSlicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive InformationDarryl Woodford
 
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & EthicsIR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & EthicsDarryl Woodford
 
Regulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven ApproachesRegulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven ApproachesDarryl Woodford
 
Constructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The CheatsConstructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The CheatsDarryl Woodford
 
CCI Winter School Social Media Presentation
CCI Winter School Social Media PresentationCCI Winter School Social Media Presentation
CCI Winter School Social Media PresentationDarryl Woodford
 
Governance Challenges in the Global Games Industry
Governance Challenges in the Global Games IndustryGovernance Challenges in the Global Games Industry
Governance Challenges in the Global Games IndustryDarryl Woodford
 
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE OnlineDispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE OnlineDarryl Woodford
 
Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes? Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes? Darryl Woodford
 
Regulating Virtual Environments
Regulating Virtual Environments Regulating Virtual Environments
Regulating Virtual Environments Darryl Woodford
 
CCI Winter School Paper Jam Intro
CCI Winter School Paper Jam IntroCCI Winter School Paper Jam Intro
CCI Winter School Paper Jam IntroDarryl Woodford
 
The Fallacy of the Magic Circle
The Fallacy of the Magic CircleThe Fallacy of the Magic Circle
The Fallacy of the Magic CircleDarryl Woodford
 
Abandoning the Magic Circle
Abandoning the Magic CircleAbandoning the Magic Circle
Abandoning the Magic CircleDarryl Woodford
 
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar EnvironmentsHanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar EnvironmentsDarryl Woodford
 
Gambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute ResolutionGambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute ResolutionDarryl Woodford
 

More from Darryl Woodford (17)

Introducing telemetrics
Introducing telemetricsIntroducing telemetrics
Introducing telemetrics
 
Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...
 
Audiencing Through Social Media: A Brief Overview
Audiencing Through Social Media: A Brief OverviewAudiencing Through Social Media: A Brief Overview
Audiencing Through Social Media: A Brief Overview
 
Slicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive InformationSlicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive Information
 
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & EthicsIR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
 
Regulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven ApproachesRegulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven Approaches
 
Constructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The CheatsConstructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The Cheats
 
CCI Winter School Social Media Presentation
CCI Winter School Social Media PresentationCCI Winter School Social Media Presentation
CCI Winter School Social Media Presentation
 
Governance Challenges in the Global Games Industry
Governance Challenges in the Global Games IndustryGovernance Challenges in the Global Games Industry
Governance Challenges in the Global Games Industry
 
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE OnlineDispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
 
Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes? Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes?
 
Regulating Virtual Environments
Regulating Virtual Environments Regulating Virtual Environments
Regulating Virtual Environments
 
CCI Winter School Paper Jam Intro
CCI Winter School Paper Jam IntroCCI Winter School Paper Jam Intro
CCI Winter School Paper Jam Intro
 
The Fallacy of the Magic Circle
The Fallacy of the Magic CircleThe Fallacy of the Magic Circle
The Fallacy of the Magic Circle
 
Abandoning the Magic Circle
Abandoning the Magic CircleAbandoning the Magic Circle
Abandoning the Magic Circle
 
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar EnvironmentsHanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
 
Gambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute ResolutionGambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute Resolution
 

Recently uploaded

Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...
Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...
Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...AKSHAYMAGAR17
 
Healthy Habits for Happy School Staff - presentation
Healthy Habits for Happy School Staff - presentationHealthy Habits for Happy School Staff - presentation
Healthy Habits for Happy School Staff - presentationPooky Knightsmith
 
How To Create Record Rules in the Odoo 17
How To Create Record Rules in the Odoo 17How To Create Record Rules in the Odoo 17
How To Create Record Rules in the Odoo 17Celine George
 
Kartik Nair In Media Res Media Component
Kartik Nair In Media Res Media ComponentKartik Nair In Media Res Media Component
Kartik Nair In Media Res Media ComponentInMediaRes1
 
Peninsula Channel Commanders Rules Handbook
Peninsula Channel Commanders Rules HandbookPeninsula Channel Commanders Rules Handbook
Peninsula Channel Commanders Rules Handbookpccwebmasterhmb
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...Nguyen Thanh Tu Collection
 
EDL 290F Week 2 - Good Company (2024).pdf
EDL 290F Week 2  - Good Company (2024).pdfEDL 290F Week 2  - Good Company (2024).pdf
EDL 290F Week 2 - Good Company (2024).pdfElizabeth Walsh
 
Can Brain Science Actually Help Make Your Training & Teaching "Stick"?
Can Brain Science Actually Help Make Your Training & Teaching "Stick"?Can Brain Science Actually Help Make Your Training & Teaching "Stick"?
Can Brain Science Actually Help Make Your Training & Teaching "Stick"?Aggregage
 
Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...
Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...
Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...SUMIT TIWARI
 
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdfA LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdfDr.M.Geethavani
 
CATCH UP FRIDAY LESSON PLAN GRADE 6.docx
CATCH UP FRIDAY LESSON PLAN GRADE 6.docxCATCH UP FRIDAY LESSON PLAN GRADE 6.docx
CATCH UP FRIDAY LESSON PLAN GRADE 6.docxAizaPolinarCruz
 
2024-02-24_Session 1 - PMLE_UPDATED.pptx
2024-02-24_Session 1 - PMLE_UPDATED.pptx2024-02-24_Session 1 - PMLE_UPDATED.pptx
2024-02-24_Session 1 - PMLE_UPDATED.pptxgdgsurrey
 
Mycology Update February 2024 Microbes with Morgan
Mycology Update February 2024 Microbes with MorganMycology Update February 2024 Microbes with Morgan
Mycology Update February 2024 Microbes with MorganMargie Morgan
 
Learner Digital Skills Toolkit DRAFT.docx
Learner Digital Skills Toolkit DRAFT.docxLearner Digital Skills Toolkit DRAFT.docx
Learner Digital Skills Toolkit DRAFT.docxGeorgeMilliken2
 
Add Products From Catalog in Odoo 17 Sales
Add Products From Catalog in Odoo 17 SalesAdd Products From Catalog in Odoo 17 Sales
Add Products From Catalog in Odoo 17 SalesCeline George
 
Mycobacteriology update 2024 Margie Morgan.ppt
Mycobacteriology update 2024 Margie Morgan.pptMycobacteriology update 2024 Margie Morgan.ppt
Mycobacteriology update 2024 Margie Morgan.pptMargie Morgan
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxdeputymitchell2
 
Andreas Schleicher_ Strengthening Upper Secondary Education in Lithuania
Andreas Schleicher_ Strengthening Upper Secondary  Education in LithuaniaAndreas Schleicher_ Strengthening Upper Secondary  Education in Lithuania
Andreas Schleicher_ Strengthening Upper Secondary Education in LithuaniaEduSkills OECD
 

Recently uploaded (20)

Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...
Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...
Genetics, Heredity, Variation, history, its roles, Scope, Importance, and Bra...
 
Healthy Habits for Happy School Staff - presentation
Healthy Habits for Happy School Staff - presentationHealthy Habits for Happy School Staff - presentation
Healthy Habits for Happy School Staff - presentation
 
How To Create Record Rules in the Odoo 17
How To Create Record Rules in the Odoo 17How To Create Record Rules in the Odoo 17
How To Create Record Rules in the Odoo 17
 
Kartik Nair In Media Res Media Component
Kartik Nair In Media Res Media ComponentKartik Nair In Media Res Media Component
Kartik Nair In Media Res Media Component
 
Peninsula Channel Commanders Rules Handbook
Peninsula Channel Commanders Rules HandbookPeninsula Channel Commanders Rules Handbook
Peninsula Channel Commanders Rules Handbook
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
 
EDL 290F Week 2 - Good Company (2024).pdf
EDL 290F Week 2  - Good Company (2024).pdfEDL 290F Week 2  - Good Company (2024).pdf
EDL 290F Week 2 - Good Company (2024).pdf
 
Can Brain Science Actually Help Make Your Training & Teaching "Stick"?
Can Brain Science Actually Help Make Your Training & Teaching "Stick"?Can Brain Science Actually Help Make Your Training & Teaching "Stick"?
Can Brain Science Actually Help Make Your Training & Teaching "Stick"?
 
Advance Mobile Application Development class 04
Advance Mobile Application Development class 04Advance Mobile Application Development class 04
Advance Mobile Application Development class 04
 
Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...
Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...
Bilingual notes of Pharmacognosy chapter 4Glycosides, Volatile oils,Tannins,R...
 
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdfA LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
A LABORATORY MANUAL FOR ORGANIC CHEMISTRY.pdf
 
CATCH UP FRIDAY LESSON PLAN GRADE 6.docx
CATCH UP FRIDAY LESSON PLAN GRADE 6.docxCATCH UP FRIDAY LESSON PLAN GRADE 6.docx
CATCH UP FRIDAY LESSON PLAN GRADE 6.docx
 
2024-02-24_Session 1 - PMLE_UPDATED.pptx
2024-02-24_Session 1 - PMLE_UPDATED.pptx2024-02-24_Session 1 - PMLE_UPDATED.pptx
2024-02-24_Session 1 - PMLE_UPDATED.pptx
 
Mycology Update February 2024 Microbes with Morgan
Mycology Update February 2024 Microbes with MorganMycology Update February 2024 Microbes with Morgan
Mycology Update February 2024 Microbes with Morgan
 
Learner Digital Skills Toolkit DRAFT.docx
Learner Digital Skills Toolkit DRAFT.docxLearner Digital Skills Toolkit DRAFT.docx
Learner Digital Skills Toolkit DRAFT.docx
 
Add Products From Catalog in Odoo 17 Sales
Add Products From Catalog in Odoo 17 SalesAdd Products From Catalog in Odoo 17 Sales
Add Products From Catalog in Odoo 17 Sales
 
CLUBE PERLINGUAS .
CLUBE PERLINGUAS                        .CLUBE PERLINGUAS                        .
CLUBE PERLINGUAS .
 
Mycobacteriology update 2024 Margie Morgan.ppt
Mycobacteriology update 2024 Margie Morgan.pptMycobacteriology update 2024 Margie Morgan.ppt
Mycobacteriology update 2024 Margie Morgan.ppt
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptx
 
Andreas Schleicher_ Strengthening Upper Secondary Education in Lithuania
Andreas Schleicher_ Strengthening Upper Secondary  Education in LithuaniaAndreas Schleicher_ Strengthening Upper Secondary  Education in Lithuania
Andreas Schleicher_ Strengthening Upper Secondary Education in Lithuania
 

Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign

  • 1. Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign Darryl Woodford & Katie Prowd @dpwoodford | @katieprowd
  • 2. STRUCTURE ● About Us ● Value of Social Media ● About the Campaign ● Methodology ● Instagram around the world, and in QLD ● The TEQ Instameet campaign ● Imagery & Reactions ● Long Term Impact & Value for Tourism ● About Hypometer
  • 3. VALUE OF SOCIAL MEDIA - ELECTRONIC WOM
  • 5. ABOUT THE CAMPAIGN ● “World’s Biggest Instameet” - 4 Oct 2014 ● 89 Separate Meets ● Goals: ○ Bring attention to QLD as a tourism destination ○ Generate imagery that can be used for promotional campaigns ● Meetups hosted by paid photographers / influencers ● Campaign focused on Instagram
  • 6. METHODOLOGY & TECHNOLOGY ● Gathered data that used official hashtags (#instameet, #thisisqueensland, #queensland) on Instagram, as well as before-and-after data on the TEQ account followers on Twitter & Instagram. ● While <1% of Tweets are geotagged, >50% of Instagram images are. ● Utilises analytics technology developed in-house: ○ for content ○ for follower growth (‘accession’)
  • 8. ...AND IN QUEENSLAND ● Two forms of location data: ○ defined Instagram locations (e.g. Abell Point Marina, Currumbin Wildlife Sanctuary) ○ geotagged tweets, with exact latitude and longitude ● Expected concentrations in Brisbane, Gold Coast, Sunshine Coast, and Cairns/FNQ/Whitsundays. ● Some participation from outside official events
  • 9. SITUATING THE CAMPAIGN ● An undoubtedly successful campaign ● #thisisqueensland was the primary hashtag used on the day, with 4,662 images. This was a jump from <500 before and after the event. ● #queensland saw a small spike on the day (1,344 images), however also saw spikes on weekends before and after. ● #instameet was also used for 1,657 images. These are not included in the graph for scaling, as international instameets (e.g. USA) saw much higher volume.
  • 10. THE CAMPAIGN ITSELF ● 3,000 of the images were posted before 9am. ● Sunrise and Sunsets were the most common time periods for photos on #thisisqueensland (promoted at official meetups). ● Other hashtags rose steadily throughout the day.
  • 11. IMAGERY Most popular image of the day‘Image Wall’ @ 11pm, 4 October
  • 12. INTERACTIONS ● Both Likes & Comments followed a long-tail distribution, which is fairly standard for social media content. ● Most popular image received >9,500 likes, while over 90% of the images had less than 10. ● Only 41 posts (0.6%) had >50 comments, while 5,535 (83.8%) had less than 5. ● Should allow TEQ to determine the most impactful images.
  • 13. LONG TERM IMPACTS ● We developed a way to determine (within a few hours) when user x followed account y. ● Thus able to map growth other time. ● Instameet campaign led to over 6k new Instagram followers for TEQ, a large proportion of which can be expected to continue to follow beyond the campaign. ● Increases reach of TEQ, but whether that converts to increased tourism numbers has yet to be seen.
  • 14. VALUE OF SOCIAL MEDIA FOR TOURISM ● Optimise the experience of guests through their social media interactions ● Monitoring and evaluating the short and long-term success of social media campaigns ● Marketing/Building Narratives: “The Gold Coast is the most talked about tourist destination in QLD”
  • 15. A BRIEF PLUG FOR HYPOMETER
  • 16. A BRIEF PLUG FOR HYPOMETER ● Hypometer has been featured in/on: ○ ABC News 24 & Channel 7 ○ The Australian, Sydney Morning Herald, The Age & Brisbane Times ○ Pacific Magazines ○ 4BC Brisbane & ABC National Radio ○ MusicFeeds ○ FasterLouder ● Happy to discuss uses of technology after this session
  • 17. SUMMARY Darryl Woodford & Katie Prowd dp.woodford@qut.edu.au | k2.prowd@qut.edu.au Twitter: @dpwoodford / @katieprowd / @thehypometer / @socialmediaQUT

Editor's Notes

  1. Tourism industry is one of the sectors that can benefit most from social media analysis as people constantly post about travel: on Twitter in part but just as much through photography sites such as Instagram
  2. DW to here and then over to KP