Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Germany case-study

353 views

Published on

Germany case-study

Published in: Career
  • Be the first to comment

  • Be the first to like this

Germany case-study

  1. 1. Germany National Tourism Office Social Media Ambassador Campaign
  2. 2. via Netbase/CubeYou Pitch Data
  3. 3. SOCIAL MENTIONS Net sentiment about Germany is fairly good: 85.1% positive. Conversations around travel to Germany is high with 4.7 million mentions over the last 2 years.
  4. 4. SOCIAL TERMS Top terms around travel in Germany include food, hotels, beer, museums. 
 Germany is related to, in order; France, Italy, Spain, Europe, Switzerland, Paris, Russia, Austria, Frankfurt. Top brands associated to travel in Germany include: Lufthansa, Berlin Museum, BMW, Facebook, Reuters, McDonald’s, Twitter, Airbus, Air France, Apple, Mercedes, Google. Hashtags associated with travel in 
 Germany are at right.
  5. 5. SOCIAL TERMS Sentiment drivers around Germany travel are very positive. Attributes Emotions Behaviors
  6. 6. SOCIAL DEMOGRAPHICS Social media conversations around travel to Germany rest slightly more on males than females and show the highest volume of conversations from New York City, Chicago, Los Angeles, Atlanta, Houston, Seattle, San Diego.
  7. 7. SOCIAL DEMOGRAPHICS
  8. 8. SOCIAL DEMOGRAPHICS Female Male Status
 Married (68%) Family
 Has Kids (39%) Education
 College (80%) Income
 40-70k Geography
 Urban 10% 12% 24% 45% 10% 13-17 18-24 25-34 35-44 45-55 60% 40%
  9. 9. SOCIAL PSYCHOGRAPHICS & INTERESTS
  10. 10. RECREATIONAL INTERESTS
  11. 11. MEDIA TRENDS
  12. 12. TRAVEL INTERESTS
  13. 13. SOCIAL CHANNELS While around 41% of the social conversations about Germany travel happen on Twitter, there is a strong volume on news, forum and blog channels.
  14. 14. MEDIA SPECTRUM
  15. 15. STRATEGIC CHALLENGE
  16. 16. BRAND CHALLENGE: SENTIMENT GAP We did some research to better understand Germany as travel destination. We found Germany tourism documents and travel resources sharing the theme of Germany being a good value for travel. However, in looking at sentiment expressed on social networks we found that consumers felt that Germany was an expensive destination. mind the gap social sentimentbrand positioning Good Travel Value Expensive
  17. 17. SOLUTION
  18. 18. Results
  19. 19. Whitney’s background and direction for Germany: • Lives in Orlando, FL • Phone: iPhone 5S • Blog websites: www.becarchic.com & www.citywhit.com • Routing & travel dates: Munich, Garmisch- Partenkirchen, Bad Reichenhall, Berchtesgaden, Frankfurt from October 27 to November 4 GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
  20. 20. Fio’s background and direction for Germany: • Lives in Orlando, FL (from Miami, FL) • Phone: iPhone 6S • Camera: Sony RX100 III • Blog website: www.metanoialiving.com • Routing & travel dates: Frankfurt, Düsseldorf, Assmannshausen, Wiesbaden, Rüdesheim, Baden-Baden, Frankfurt from November 3 to November 11 GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
  21. 21. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
  22. 22. Likes Comments 21,421+ 402+ GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
  23. 23. Challenge:
 Increase Twitter + Facebook followers for Germany National Tourism Office (GNTO). Insight:
 Using social listening tools Fuseideas discovered that GNTO was perceived as an expensive getaway location geared toward an older traveller. Solution:
 Fuseideas developed a 4-week ambassador contest which led to the selection of two 20- something ambassadors who traveled throughout Germany on theme-specific trips, creating and sharing content along the way. They created content that was used by GNTO in a variety of ways over the next few months and saw their highest Instagram engagement ever. 10,968campaign mentions 21,387votes 78contestants 39,664,570potential campaign impressions Campaign Outcome:
 We reached our acquisition goals in 6 weeks with the additional stats: GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
  24. 24. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN Craig Goldstein
 OPERATIONS DIRECTOR Michael Durwin
 DIR. SOCIAL MEDIA Alaine Hansen
 SOCIAL MEDIA SPECIALIST Team 1273%Facebook Acquisition Increase 31%Twitter Acquisition Increase 501%Instagram Acquisition Increase Follower Acquisition Results:
 In addition to exceeding our goals for Twitter and Facebook follower acquisition we saw an increase in social sentiment around the brand as well as Instagram. Below are the total follower acquisition increase results:
  25. 25. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN 0 8750 17500 26250 35000 Launch Goal Final Twitter Launch Goal Final 26,089 32,000 34,285 31%Follower Acquisition Increase
  26. 26. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN 0 350000 700000 1050000 1400000 Launch Goal Final Facebook Launch Goal Final 87,757 110,000 1,205,361 1273%Follower Acquisition Increase
  27. 27. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN 0 15000 30000 45000 60000 Launch Final Instagram Launch Goal Final 9,548 NA 57,352 501%Follower Acquisition Increase
  28. 28. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN 7%Increase in positive social sentiment 15% 85% 8% 92% BEFORE - AFTER

×