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Role of social media in heritage tourism

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How can social media be used to preserve, celebrate, share and educate communities about Heritage sites in their vicinity. This presentation also enlists steps on how social media can increase the number of tourists visiting heritage sites thus resulting in increased Heritage tourists. This presentation is apt for those who think social media is useless when it comes to encouraging Heritage tourism.

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Role of social media in heritage tourism

  1. 1. ROLE OF SOCIAL MEDIA IN HERITAGE TOURISM Ambuj Saxena Co-Founder, BnBNation BnBNation is the Synergy Partner of the ongoing PHDCCI 6th Heritage tourism conclave
  2. 2. Heritage Tourism • Heritage sites includes temples, forts, battlefields, museums, historical properties etc. • Business and practice of attracting and accommodating visitors” to these heritage sites is called HeritageTourism (Advisory Council on Historical Preservation, 2014). • Objective: Preserve, celebrate, share and educate communities about the significance of Heritage sites.
  3. 3. Need to do Marketing of Heritage sites • Engage with visitors before, during and after their on- site visit. • Increase footfalls • Increased revenue for the parent organization and country • Increased awareness among successive generation that is not as aware of the heritage facts. • Feeling of belongingness
  4. 4. Traditional ways of Marketing Heritage sites • Advertisements in Newspapers • Printing brochures • Pamphlets • Purchasing advertising space in a magazine • Guidebook
  5. 5. Problems of Traditional modes of Marketing of Heritage sites • Expensive projects for small heritage sites. • Fast getting outdated • Limited reach • Limited scope of information dissemination • One-way interaction • No scope of feedback • Return on Investment (ROI) is not discernible
  6. 6. THEN, WHAT IS THE SOLUTION?
  7. 7. What is Social Media • Social Media can be defined as the online collection of communication channels dedicated to community- based input, interaction, content-sharing and collaboration. • These include forums, social networking, microblogging, social bookmarking, social curation and wikis. http://whatis.techtarget.com/definition/social-media
  8. 8. Types of Social Media • Facebook: Most popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. • Twitter: Free microblogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices. • Google+: Designed to replicate the way people interact offline more closely than is the case in other social networking services. • Wikipedia: Free, open content online encyclopedia created through the collaborative effort of a community of users known as Wikipedians. Anyone registered on the site can create an article for publication; registration is not required to edit articles. • LinkedIn: Designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally. • Pinterest: Social curation website for sharing and categorizing images found online. Pinterest requires brief descriptions but the main focus of the site is visual. • Others include:Youtube, Instagram, tumblr etc.
  9. 9. Utility of Social Media • Word of mouth marketing – High reach at high speed • Relationship building • Real-time, low-cost and personalized communication with large audiences • Audience members can “like,” comment, and “share” postings and pictures. • Keep audience updated on construction or renovation projects in the heritage sites. • Share impressions and experiences with the heritage site • Social listening and Conversing with the audience and gauge their mood • Receiving and responding to the feedback surveys • Promoting and Branding a heritage site • Crowd source innovative ideas from the audience to better existing services or create new services
  10. 10. How does a customer spend 1-hour online? Social 26% Entertainment 15% Shopping 8% Business 5% Email 5% Lifestyle 4% Adult 3% News 3% Travel 3% Others 28% Minute-wise breakup of customer's 60 minute online activity Source: www.adweek.com
  11. 11. Who uses Social Media Age18-29, 86% Age 30-49, 72% Age 50-64, 50% Age 65+, 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age18-29 Age 30-49 Age 50-64 Age 65+ Age-wise breakup of Social Networking site use
  12. 12. HOW CAN WE TAP SOCIAL MEDIA FOR INCREASING HERITAGE TOURISM?
  13. 13. Step by step process • Hiring a dedicated professional agency/ communication consultants for creating the heritage sites’ Website, Facebook page,Twitter handle • Regular and timely posting on social media channels with attractive creatives/graphics • Regular sweepstakes contests on Facebook and Twitter • Spread word of mouth through staff members, trustees and volunteers. • Intensive social media marketing in the build up of an event taking place at the heritage site. • Ensure that the word of mouth messages are true and positive • Audience members can “like,” comment, and “share” postings and pictures. • Monitor people’s reactions on various updates. • Keep audience updated on construction or renovation projects in the heritage sites.
  14. 14. CASE STUDY: FANS USE SOCIAL MEDIA TO LIGHT UP EIFFEL TOWER DURING UEFA EURO 2016
  15. 15. Fans light up Eiffel Tower: Case Study • To celebrate how passionate fans really are, fans will now be able to influence how one of the country’s and world’s most iconic buildings will look. • On the evening of every match day, 10 minutes after the final whistle, the EiffelTower will be lit up with the colours of the country playing that day who received the biggest support, by fans on social media. • In addition, a number of the best fans’ messages from social will also be broadcast on the iconic building.
  16. 16. CASE STUDY: SHOWCASING AND PROPAGATING INDIAN CULTURE ON SOCIAL MEDIA DURING SURAJKUND MELA
  17. 17. Surajkund Mela: Case study • Attract and retain tourists for longer periods • Holding daily cultural programs, showcasing local culture, traditions, heritage in the form of handicrafts, handlooms, plays, theatres, cultural performances. • ROI: Massive followers; Pan IndiaTrending on twitter
  18. 18. CASE STUDY: DELHI TOURISM’S GARDEN TOURISM FESTIVAL- SHOWCASING THE NATURAL HERITAGE OF INDIA
  19. 19. Garden Tourism Festival: Case study • Showcasing Spring bloom • Holding daily cultural programs, showcasing local culture, traditions, heritage in the form of musical concerts, and cultural performances. • Social media posting • ROI: Massive followers; impressive footfall.
  20. 20. About the Speaker- Ambuj Saxena ambuj@bnbnation.com +91 7042106011 • Co-Founder, BnBNation Hospitality Pvt Ltd (www.bnbnation.com) • BnBNation is the Synergy partner of the ongoing PHDCCI 6th HeritageTourism conclave Academic Experience: • MBA from Mudra Institute of Communications, Ahmedabad • B.Tech (computers) from Jamia Millia Islamia Professional Experience: • Account Manager, Span communications (2014-2016) • Communication Consultant in Govt of Gujarat (2013-14) • Former Communication Consultant for GujaratTourism (2013-14) • Assistant System Engineer inTCS (2008-11) • Represented India in Regional Finals of Hult Case Challenge in Dubai (2013) and Shanghai (2012)
  21. 21. Sources of Inspiration • http://cjgdigitalmarketing.com/blog/ • http://www.thestrategyweb.com/study-social-networking-eat-up-most-time- of-web-usage • https://www.i4cp.com/trendwatchers/2010/08/11/social-media-goes-to-work • https://www.techinasia.com/india-web-mobile-data-series-2016 • https://difdesign.com/blog/news/advertising/2010/social-media-and-small- business • http://businessinsider.com/a-global-social-media-census-2013-10 • http://www.woodwing.com/ • http://www.econsultancy.com/ • http://www.impactbnd.com/blog/13-awesome-lead-generation-statistics • http://www.nonprofitmarketingguide.com • https://www.americanexpress.com/us/small-business/openforum/articles/4- creative-ways-to-reward-your-facebook-fans/ • https://www.americanexpress.com/us/small-business/openforum/articles/4- creative-ways-to-reward-your-facebook-fans/ • http://blog.sumall.com/journal/8-ways-social-media-affects-seo.html

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