How Quebec Crowdsource Locals To Promote Its Destinations

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Two innovative social media campaigns marked 2013 in the province of Quebec, spearheaded by its two major urban destinations: Quebec City Tourism tapped local knowledge in its “Effet Quebec” campaign and dedicated website, gathering local favorites in a viral campaign that lasted beyond summer 2013 and is now slated for extension during the upcoming winter of 2014.
Tourisme Montreal asked locals and tourists alike to share their everyday experiences through a simple, easy-to-remember hashtag via Facebook, Twitter and Instagram: #MTLmoments. Both campaigns spawned results exceeding expectations, with viral components and dynamic membership participation that contributed to a buzz much beyond what could be purchased in traditional, paid media.

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How Quebec Crowdsource Locals To Promote Its Destinations

  1. 1. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com How Quebec destinations crowdsource their promotion to locals
  2. 2. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ Agenda ]  How DMOs embrace social media in Quebec  L’effet Quebec  #MTLmoments  What’s next?
  3. 3. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ How DMOs embrace social media in Quebec ]
  4. 4. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ Distinct Society ? ]
  5. 5. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ]
  6. 6. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ] THE MECHANICS: Two types of content were available for participation. On one hand, you could simply vote in different rankings, according to 10 categories: 1. Safe bets: restaurants or spots where you’re sure things will be delicious, no matter what time of day or season. 2. Culinary discoveries: where the chef goes the extra mile and dining is truly an experience of itself. 3. Fast food: where one can have quality food, quick and on the cheap, and with that little extra in the ambiance. 4. Family fun: activities and things to do that are great for families of all ages. 5. The Great Outdoors: the best spots near Quebec City or even within the city to indulge with rivers, mountains and all the fresh air one could want. 6. Shop ‘til you drop: where to go to find those fancy items or hard-to-find antiques. 7. Unique to Quebec City: things to do or see, places we like to go… those experiences that make the city what it is, in particular for locals. 8. Have a drink: where to go to have a beer, a martini or a local specialty drink and where locals like to hang around. 9. Big events: Quebec City boasts is fair share of big annual events, among which its fames Winter Carnival. But what other events are not as famous but just as much fun? 10. Culture mecca: which are the favourite spots, museums, art galleries or historical sites that locals like to go to? On the other hand, you could simply manually enter your coup de coeur, or little secret, about a favourite place, attraction, event or restaurant. This, in turn, became content people could vote on if the entry fit into one of the above 10 categories.
  7. 7. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ] OUTCOMES: • Over 7,200 new emails gathered with permission for future communication • 50,000 visits to the site, of which 75% were unique visitors • Average user spent 3:19 minutes on the site, meaning it had stickiness and great content • Over 40,000 votes entered on the various rankings • More than 1,800 coups de coeur, or little secrets, shared by locals • More than 13,000 suggested places or attractions for future votes
  8. 8. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ] WHAT WORKED WELL: • 6-weeks long contest to get participation kickstarted • Getting local celebrities to take part in the campaign • Hotels, attractions and restaurants became active partners in the success • Crossing online with offline tactics
  9. 9. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ]
  10. 10. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ]
  11. 11. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ] WHAT DID NOT WORK SO WELL: • The 6-week long contest made many folks think the campaign was over after its launch • 10 categories may have been a bit much (winter edition is down to 7) • The suggested spots were not as original as anticipated (this feature was left out in the winter edition)
  12. 12. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ L’Effet Quebec ] INTERESTING STATS – SOURCE OF COMMENTS: • 44% came from locals (Quebec City) • 44% came from rest of the province (32% actually came from Montreal area) • 6% came from Ontario • 5% were international
  13. 13. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ #MTLmoments ] THE MECHANICS: • Hashtag was launched as part of an integrated approach with local journalists, bloggers and influencers, Spring of 2013 • Twitter & Instagram at first. Then onto Facebook and Pinterest. • Distribution of red paper frames in hotels, attractions and information centres • Strategic placement of real-size frames across town
  14. 14. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ #MTLmoments ]
  15. 15. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ #MTLmoments ]
  16. 16. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ #MTLmoments ] OUTCOMES: • More than 31,000 photos tagged with #MTLmoments on Instagram alone in less than a year • Over 30M in reach after 90 days! • Contributed to 15% increase in traffic to website. • Contributed to 26% increase in likes on Facebook page • Contributed to 33% increase in followers on each of both Twitter handles (French & English)
  17. 17. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ #MTLmoments ] WHAT WORKED WELL: • Bilingual hashtag, easy to use and remember • Focus on one hashtag, rather than multiple ones. • Getting all stakeholders on board: members, locals, tourists, concierge desk, etc. • Real-size frames across town: great move!
  18. 18. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ #MTLmoments ] WHAT DID NOT WORK SO WELL: • Paper frames stock quickly depleted, no back-up planned (time & cost were a factor) • Lack of sustained communications with local media & influencers • Next steps? Winter? Summer, phase 2?
  19. 19. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ What’s next? ]  Blogger outreach programs  Letting go of Twitter handle or Instagram account?  Mobile native apps: WeChat, Snapchat, WhatsApp, Vine, etc.
  20. 20. Online Revealed Canada, April 7-9, 2014.By Frederic Gonzalo @gonzogonzo www.fredericgonzalo.com [ Questions / Comments? ]

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