The document discusses strategies for promoting travel to Canada through social media. It recommends focusing social media efforts on platforms like Facebook and Twitter. It suggests creating localized online communities managed from Canada to build engagement. It also emphasizes listening to consumers, encouraging user-generated content, and shifting from one-way messaging to two-way dialogue to provide insights and a better customer experience.

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11. When we say relevant content, we mean content we know resonates with our target EQ
types….and that’s aligned to our USPs
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12. And to determine our priority consumer, we’ve developed a key account strategy for
ranking media that helps us target our efforts
Focused media relations efforts improves return on investment
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13. And how to do we get our content out???
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14. And how to do we get our content out???
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15. Deliver content from a local perspective to enhance the authenticity of the “Keep
Exploring” traveller to traveller brand
Grow and enhance consumer engagement within Facebook
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19. Create an overall movement to engage travellers with campaign and opportunistic tactics
planned in an overall communications strategy
Focus level of effort on Facebook and Twitter by cutting official brand presences to
Eng/French only for the main markets
Shift to individual in-market, in-language cultivators to build and cultivate localized online
communities for SK, Japan, China, India, Brazil, Mexico, Germany – guided and managed
from Canada

20. Over 500 million users…gawd.

21. Rename venues as necessary to include ‘Canada’ within URLs, page names, etc.
Being found in search more important than tagline memorability
DDB recommendation: /KeepExploringCanada for both URL and Facebook name, in English
and French
Integrate look and feel across all sites via fonts, colors, photography, copy tonality
Inject the emotional photography and language found on canada.travel across all social
sites – shift photography in unison to add variety
Get better at using the power of emotional stories – we all have cultural references

22. When in Rome…
Even though we have old conceptions of how the brand is supposed to be portrayed, we
have to understand how it should be realized in the social space while maintaining the
integrating of the brand and never losing sight of the strategy.
Move from broadcast messaging and locked down conversation to increased dialogue with
consumers
Open up Facebook wall to users with daily interaction in line with movement/campaign
activities
Listen to what is being said and resource to engage in dialogue across all social sites and
other online destinations where Canada travel is being discussed
Provide actionable market intelligence and insights
Create mechanisms to connect those insights into decision making process
Saves money over traditional market research
Encourage and reward conversation and sharing of Canadian content with friends

23. When in Rome…
Even though we have old conceptions of how the brand is supposed to be portrayed, we
have to understand how it should be realized in the social space while maintaining the
integrating of the brand and never losing sight of the strategy.
Move from broadcast messaging and locked down conversation to increased dialogue with
consumers
Open up Facebook wall to users with daily interaction in line with movement/campaign
activities
Listen to what is being said and resource to engage in dialogue across all social sites and
other online destinations where Canada travel is being discussed
Provide actionable market intelligence and insights
Create mechanisms to connect those insights into decision making process
Saves money over traditional market research
Encourage and reward conversation and sharing of Canadian content with friends

24. When in Rome…
Even though we have old conceptions of how the brand is supposed to be portrayed, we
have to understand how it should be realized in the social space while maintaining the
integrating of the brand and never losing sight of the strategy.
Move from broadcast messaging and locked down conversation to increased dialogue with
consumers
Open up Facebook wall to users with daily interaction in line with movement/campaign
activities
Listen to what is being said and resource to engage in dialogue across all social sites and
other online destinations where Canada travel is being discussed
Provide actionable market intelligence and insights
Create mechanisms to connect those insights into decision making process
Saves money over traditional market research
Encourage and reward conversation and sharing of Canadian content with friends

25. I call this as an example of behaving better. I wouldn’t let my kids act the way the CTC was
acting in the social space. It’s social after all, and we were shouting and controlling. The
bully approach is never a long-term, effective strategy.
Move from broadcast messaging and locked down conversation to increased dialogue with
consumers
Open up Facebook wall to users with daily interaction in line with movement/campaign
activities
Listen to what is being said and resource to engage in dialogue across all social sites and
other online destinations where Canada travel is being discussed
Provide actionable market intelligence and insights
Create mechanisms to connect those insights into decision making process
Saves money over traditional market research
Encourage and reward conversation and sharing of Canadian content with friends

26. Move from broadcast messaging and locked down conversation to increased dialogue with
consumers
Open up Facebook wall to users with daily interaction in line with movement/campaign
activities
Listen to what is being said and resource to engage in dialogue across all social sites and
other online destinations where Canada travel is being discussed
Provide actionable market intelligence and insights
Create mechanisms to connect those insights into decision making process
Saves money over traditional market research
Encourage and reward conversation and sharing of Canadian content with friends

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28. Visitation: encourage conversation and content creation during the visit, leveraging mobile
technologies, contests and local DMOs.
Loyalty: reward loyal travellers for ‘like’ing FB fan page through contests, best answers,
Canada Specialist and other ambassador programs. Leverage in-market conversations and
encourage in-country ambassadors.
Engagers: people who like the brand and will advocate on behalf of Canada if asked.
Advocates: people who love the brand and will proactively advocate.
Defenders: people who will go out of their way to advocate, engage others re Canada, or
defend the brand.
Booking: incent operators to broadcast offers and promos through their own Facebook
pages and Twitter IDs using CTC-sanctioned offer hashtags. Creates search fodder and
moves level of effort to operators. Aggregate offers into ELAL and Facebook page.

29. Lots of social plug-in`s
Their ``Best of Italy`app includes Walking tours of Rome, Venice and Pompeii, a graphic
novel set in Naples, a 5-day itinerary in Tuscany, 250 hotel recommendations, 200
restaurant recommendations and tools including a euro-dollar converter.

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33. BS? You cry. Too costly, you think?
Well, what about…..
eMarketer estimates that nearly 25 million US mobile users will research travel information
on their mobile devices before making a trip this year. Nearly 12 million will use the mobile
channel to book their plans. The vast majority of both groups will be made up of
smartphone users.
“Mobile has dramatically altered the travel experience,” said Noah Elkin, eMarketer
principal analyst and author of the new report, “Mobile Travel Takes Off: Emerging Trends
and Best Practices for Marketers.” “From pre-trip planning to in-flight and on-property
services to context- and location-aware destination information, mobile devices promise to
transform every phase in the travel process, putting vital information—and new marketing
opportunities—within hand’s reach.”

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39. I think proof for the travel industry is the ubiquitous use of mobile in so many facets of our
lives.
eBay has designed a mobile app

40. Mobile health coaching programs: pregnant women, diabetics and smokers. If you smoke:
the app will analyze how many cigarettes you smoke and gauge if you are on track to quit.
Pregnant?
10,000 users currently, targeting over one million by 2012

41. 45% of US doctors signed on so they can instantly see patients` previous dosage and if they
experienced side effects.

42. For those thinkg that mobile devices make travel too expensive, there are just too many
app`s for travel for this to continue to be a barrier.
Tripit: you forward your flight, hotel, and travel emails and get a smartphone itinerary.

43. TripAdvisor too lets you find the best seat on any flight and model of plane.

44. Talk about too expensive to use mobile: now it makes it even cheaper.

45. 7 million users (March 2011): 40% traffic is outside of the US.
Rewards you for checking in at shops, airport terminals. Case studies: Lululemon,
Starbucks, Whole Foods, Borders

46. Following this week's trend of real-time tools that perpetuate serendipitous and
unexpected encounters, Agora is a new app that allows Foursquare users to utilize their
check-ins to identify nearby individuals with similar interests. Launched out of New York at
Foursquare's recent Hackathon, Agora currently has 1,500 users.
According to an article on PSFK today, the app assesses the user's previous check-ins and
the open Twitter API to make educated assumptions on what sort of likes and interests
they may have. It then turns to the user's Twitter account to provide a compatibility score
and set up introductions -- which means that potential matches do not have to be using
Agora to receive introductions.
http://agora-app.heroku.com/

47. Record the sounds of your trip, then use as a ring tone,
So, now, if you record a polar bearing growling, you can relive that moment. Make it your
alarm sound….

49. Who does not want a guide to the loo?

51. Earlier this year, we explored various group messaging tools that were launched and
promoted at SXSW (see below for a refresher).
GroupMe is one such mobile-based tool that allows users to establish unique conference
calling numbers through text message. Its new GroupMe Featured Groups offering now
enables brands to join in the group messaging platform, as well. According to Mashable,
the Featured tab will now let brands and organizations such as MTV, Bon Jovi and the
Coachella Music Festival send messages, receive questions and post incentive-based deals
and promotions.
Over 2 millions messages were sent through GroupMe at SXSW alone.
http://groupme.com/

52. Mobile device and app adoption by the travel industry's target market is what makes this
even more interesting. eMarketer reports that "nearly 25 million US mobile users will
research travel information on their mobile devices before making a trip this year." And,
close to 12 million will use mobile to actually pull the trigger and book their trips.

53. Twitter: all the platforms are using it to inform about deals (of course they are increasing
their followers)

54. Twitter is going to update followers faster than any RSS feed

55. Home and away, Twittter is going to drive virtual and real traffic

56. Twitter: informs on travel.
Do we want to own some messaging on flu situations, trapped travellers, animals who
were mistreated?

57. In Communications, what is our role?
This site on NewYork, for example, has 34k followers

58. But who is writing curating the content?
Amy Langfield is the editor and publisher of NewYorkology LLC, as well as a reporter and
photographer for the site. Previously, she was a reporter, editor, and producer at media
outlets including Reuters, ABCNews.com, the Los Angeles Daily News and Prognosis,
Czechoslovakia's first English-language newspaper. As a freelancer, her work has appeared
in the New York Times, Chicago Tribune, NBC New York and the Online Journalism Review.

59. How do these guys make money?

61. Tourism Ireland launches Social Game on Facebook
Facebook-games are very popular with users. According to Zynga, developer of games like
FarmVille or CityVille, 250 million people game on Facebook (worldwide). Now Tourism
Ireland wants to profit of this trend: - with an own game.
This is how it works( link): With help of tourguide Sally Ireland fans and build their own
town and discover the sights of the green island. Nine different challenges need to be
mastered until the next level can be reached. All are oriented on potential holiday
experiences. For fans that solve the challenges there is the chance to check the game
against reality –the grand prize is a vacation on the island.
The game wants to get additional attention by letting those players progress faster, when
they can motivate their own facebook friends to participate. Tourism Ireland is optimistic to
generate 100,000 Facebook fans as players in the next few weeks? Mark Henry, Central
Marketing Director, does the calculation: With currently 50.000 Fans with an average of
130 friends „Tourism Ireland can reach approx. 32,5 Million people worldwide with their
game Ireland Town“

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