I’m an Athenian Too – Getting visitors to share their travel stories with their social networks | Dimitris Tsoukalas | #SoMeT15EU Amsterdam, Netherlands

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SoMeT: A New Model for Destination Marketing

Marketing Greece’s latest campaign focused entirely on encouraging travellers to share their stories about Greece with their own circles. Digital Marketing Manager, Dimitris Tsoukalas will share the success and challenges of Marketing Greece’s attempt to involve consumers in marketing the destination. He will also share what’s coming next as the campaign evolves and continues. You can read more about the campaign on Skift. Dimitris is a graduate of the Department of Marketing and Communication, AUEB. His work experience is in the field of digital marketing as an account executive, adsales and communication manager and account manager in the Media Industry and companies such as EndStart and ThinkDigital. Today he is responsible for the development of the global digital marketing strategy and activation for Marketing Greece S.A.

Marketing

World famous Athenians :
From Socrates to Miha “Be Cool”
#IamAnAthenian

1. Created Nice, Meaningful,
Exciting Stories about the city
2. Invited Key Online
Influencers to “see for
themselves” and produce
their own content
3. Let the Users Rock
3 Steps Activation

6
Athens
Riviera
City’s
Nightlife
Greek
Gastronomy
Ancient City

11
Sadly we couldn’t have
some serious selfies

13
2.5x
Organic
Reach of our
accounts
+36%
Fans &
Followers
>3.5 Million
Users Reached
Virally
8x
Engagement
Rate of Athenian
Posts

15
Content
Creators
We assigned 5 young talented content
creators to “set the tone” for the whole
Activation.
Their Videos, Photos and Social Content
kickstarted the campaign and helped with the
acquisition of the very first users

16
Content
VS
Platforms
Content can go Viral
A Mobile App not

17
Paid Media
Native social Ads had a 3.5x ROI comparing to Display, Text and
Video Ads
Facebook App Install Ads outperformed Rest Mobile Networks
with 42% Lower CPI

18
Devices &
Channels
An iOS user was worth x2.1 an android one
An Instagram User was worth x2.7 a non one

19
Content
7 out of 10 Stamped Photos among the most shared at
social media were landscapes
75% of users took a selfie or posed were females

21
1
Small stories
create the big image
of the city

22
2
Surprise the users, disrupt
their social routine

23
3
You need Paid Social
Media to build the Owned
and boost the Earned

24
final
we can only start the
conversation…

Frank Cuypers will begin a very interesting discussion about ROI with an overview of the need to connect your social actions with indicators, the tools other DMO’s use and the tool he has since invented. He will then present a cocreation project of several DMO’s that can help you to improve the measuring of your activities within your own organization. Frank is a strategic consultant for Visit Flanders, Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College. He has been integrally involved with transforming the DMO, Visit Flanders for the last four years. He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with mere promotion. Frank is one of Europe’s leading experts on destination marketing and someone who always tries to think outside of the box. This will be a very informative presentation and an invitation to think about ROI.

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SoMeT: A New Model for Destination Marketing

Senior Strategic Consultant for Destination Think!, Aaron Nissen is a digital native, who in his 11 years of experience, has worked on just about every kind of web project imaginable. Aaron was formerly the Director of e-Strategies for Travel Alberta where he managed an annual budget of $3.8 Million. He has served three years on advisory committees for Canada e-Connect and Online Revealed Canada. As part of Travel Alberta’s Management Committee, Aaron shared responsibility for setting the organizational strategy. He was responsible for building digital strategies that considered both internal and external stakeholders. Aaron has extensive experience working with large DMOs, Governments, and consortia partnerships. Aaron has been asked to speak at a wealth of conferences and Annual General Meetings, such as TIC BC, Canada eConnect, Cariboo Chilcotin Coast Tourism Association AGM, Tourism Kelowna AGM and the Travel Alberta Industry Conference.

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The use of stories is not a new phenomenon: it has existed as long as people have interacted with each other. But using this technique in advertising has created a radical shift in today and tomorrow’s brand marketing. Throughout the years, stories have become more and more ‘individualistic’. New media has enabled people to engage each other in stories again. During his presentation, Jef will guide you through the basics of storytelling and how stories can create or enforce belief systems that match your brand identity. Discover what storytelling can do for your brand! Jef Pelkmans lives and works in Antwerp. After his studies in Social-Cultural work and Communication sciences, Jef found his passion in advertising and communication. At Brandhome he became part of the strategic deparment and currently holds the position of Strategy Manager. At Brandhome, Jef has been engaged in numerous projects, for different types of clients. His main task is to help brands determine their vision, mission, ambition and identity and find the right strategy to reach their goals. Within Brandhome’s mission, Jef is always striving to make brands grow faster than their competitors.

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Originally presented by Jane Alexander, Chief Digital Information Officer at the Cleveland Museum of Art at AAM2020 on June 4, 2020. Through this presentation, I discuss how the CMA's temporary shift to a virtual presence brought on by the global pandemic provided us with an opportunity to connect with our audience through digital experience. The museum wanted to do more than just move the museum experience online, but rather leverage technology and the CMA's Open Access initiative to bring works of art to those in similar circumstances in enriching and innovative ways. Full session recording here: https://aamvirtual.elevate.commpartners.com/products/virtual-petting-zoo#tab-product_tab_overview

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Presented at MW20 by Jane Alexander and Ethan Holda of the Cleveland Museum of Art. If you've been to MW before, odds are you've heard me talk about the CMA's front-facing digital initiatives. These include: the ARTLENS Gallery, Wall, Studio, and App, our Collection Online, and our Open Access initiative, and our photogrammetry. Each year, we've unveiled an exciting new project which has made us well-known in the field – we've gained a lot of attention over the years, and people always want to know how we achieve these accomplishments. Today, we're giving you a behind-the-scenes tour. Our backend data content and systems are what make our outward facing experiences engaging, fun and connective. We create content organically in tandem with the museum's workflow. Our digital projects are "sustainable, scalable, iterative" See the full presentation here: https://mw20.museweb.net/session/papers-1-from-headless-to-the-back-end/ To read more about the Cleveland Museum of Art's outward facing digital endeavors, visit clevelandart.org

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Jane Alexander, Chief Digital Information Officer at the Cleveland Museum of Art Talk given at the Smithsonian Institution Digitization Conference, October 3, 2019 Watch the video in slide 54 here: https://www.youtube.com/watch?v=c9DG4XZSH98 Jane Alexander describes the digitization process and back-end development that made awe inspiring digital initiatives possible at CMA, and how the digital innovation team is using data analytics to understand the impact of these projects on the visitor experience.

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Scott Caufield manages the Midwest region at TripAdvisor where he helps destinations and non-profit attractions gain exposure to the site’s 375 million monthly travelers. Fifteen years of digital advertising experience has enabled Scott to work with hundreds of clients in the travel sector to help them navigate the ever-evolving world of online marketing. Scott is a member of several professional travel associations, and speaks to groups across the Central US on how to get the most out of TripAdvisor.

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