“Don’t try to reach everyone. Pick a focused audience,” Carroll encouraged. Fáilte Ireland, with the help of locals, planned small-scale events to appeal to a variety of specifically targeted audiences under the umbrella theme of The Gathering. Lighthouse keepers, rugby players and Tolkien enthusiasts all had their own events to attend, and Fáilte Ireland invested marketing resources into connecting potential visitors with their appropriate niches.
Highlights of the presentation are highlighted here in our blog:
http://www.sometourism.com/somet14eu-using-niches-market-70-million/
Your messages are important, yes?
Well, Effective can make them powerful.
Public relations, tweets, media campaigns, blogs, events, SEO, press releases, social media banter, PR strategies, YouTube clips ... we create them, your clients will love them.
Effective will save you masses of effort; our creativity will get you noticed. Whatever your audience.
Marketing Birmingham, the city’s strategic marketing partnership, held a joint event with the Public Relations Consultants Association (PRCA) on Thursday 11th April, designed to raise awareness of the organisation among local PR companies.
The event, entitled ‘Telling the city’s story’, provided an insight into the work of Marketing Birmingham, which aims to boost the profile of Birmingham, the Black Country and Solihull among national and international audiences.
Remedy Oak Golf Club is an exclusive golf club founded in 2006 with a membership ceiling of just 400. Since opening the club has adopted a subtle marketing strategy choosing primarily to advertise in lifestyle and golf related publications. In 2012 the directors commissioned a new website for the club, wanting to replace the current site (which was 6 years old and had become outdated and ineffective,) with a unique site that would stand out from the clubs competitors. They also wanted to create and develop a presence on selected social media sites to enable them to engage and inform both current and potential customers of goings on at Remedy Oak and use the platforms as a way of gaining feedback from customers regarding their experiences at the club.
Your messages are important, yes?
Well, Effective can make them powerful.
Public relations, tweets, media campaigns, blogs, events, SEO, press releases, social media banter, PR strategies, YouTube clips ... we create them, your clients will love them.
Effective will save you masses of effort; our creativity will get you noticed. Whatever your audience.
Marketing Birmingham, the city’s strategic marketing partnership, held a joint event with the Public Relations Consultants Association (PRCA) on Thursday 11th April, designed to raise awareness of the organisation among local PR companies.
The event, entitled ‘Telling the city’s story’, provided an insight into the work of Marketing Birmingham, which aims to boost the profile of Birmingham, the Black Country and Solihull among national and international audiences.
Remedy Oak Golf Club is an exclusive golf club founded in 2006 with a membership ceiling of just 400. Since opening the club has adopted a subtle marketing strategy choosing primarily to advertise in lifestyle and golf related publications. In 2012 the directors commissioned a new website for the club, wanting to replace the current site (which was 6 years old and had become outdated and ineffective,) with a unique site that would stand out from the clubs competitors. They also wanted to create and develop a presence on selected social media sites to enable them to engage and inform both current and potential customers of goings on at Remedy Oak and use the platforms as a way of gaining feedback from customers regarding their experiences at the club.
Arts Council England Environmental Reporting - Communicating SuccessJulie's Bicycle
A reminder of the environmental reporting requirements including how to add new data to the IG Tools, plus a special focus on : Top tips on what you should be sharing with your stakeholders and how to do so effectively.
World Cup Social Media PR Case Study - Continental Tyres and C&MBeyond
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Anna-Katarina Skogh (Marketing Director at Hövding) and Hermes Holm (Public Affairs Manager at Edelman Deportivo) join Jonathan Bean (Chief Marketing & Growth Officer at Mynewsdesk) to discuss the Give A Beep campaign.
The panel will also dive into the following topics:
- Goal-setting
- Performance Measurement
- The impact of PR tools
Castlepoint Shopping Park wanted to move further into the fashion market and be known as a fashion destination to their customer. One of the key objectives to achieve this was to create a personality for the centre and in doing so enhance and show this through their digital marketing. Castlepoint were active in most elements of on-line marketing but required more focus on social media, in particular Facebook and Twitter. Customer relationship management was a critical element to their overall marketing strategy for 2013.
Millennials are an entire generation shaped by digital technology. This is a generation that values experience over talk and is motivated by their desire for social consciousness. In Sandee Jordan’s presentation, discover how to convey your online marketing message to the youngest and most tech savvy audience on the internet.
Sandee began working at Simpleview in 2012 and serves as one of the company’s SEM Analysts. In her role, Sandee works with clients to continuously refine and evolve their websites through constantly improving traffic quality and volume, increasing bookings, building databases and meeting client goals. She gained more than ten years of marketing experience from assessing client web traffic patterns and developing online marketing strategies in San Francisco and New York.
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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- Performance Measurement
- The impact of PR tools
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Millennials are an entire generation shaped by digital technology. This is a generation that values experience over talk and is motivated by their desire for social consciousness. In Sandee Jordan’s presentation, discover how to convey your online marketing message to the youngest and most tech savvy audience on the internet.
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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.
Videos let you tell stories of your destination in a way that text and images just can’t. Luckily, creating video in 2015 isn’t nearly as difficult or expensive as it used to be. In this session you’ll learn 25 tips and tactics that will help you up your video game. We’ve included some smartphone-specific tips, but there will be takeaways regardless of how you’re shooting your video.
Jeremy A. Williams is the Vice President of Marketing and Communications at Candidio and 12 Stars Media and works hard to develop the right marketing strategies to move the companies ahead. Jeremy spent more than six years at the Indiana Office of Tourism Development and his since been recognized as one of the top 10 tourism professionals on Twitter (@jeremyawilliams).
Kristian Sonnier is a communications professional who has specialized in the strategic management of public, media and community relations for the past 21 years. In that time, he has developed deep experience in special event and crisis communications planning and execution.
Mark Romig is President and CEO of the New Orleans Tourism Marketing Corporation. They co-presented on marketing after a crisis at #SoMeT15US.
In 2011, when Ontario, Canada established tourism regions in order to spur the provincial tourism economy, most of those new regions invested in creating and promoting new brands. Regional Tourism Organization Four Inc.(‘RTO4′) went the opposite direction. First, the organization chose a name that couldn’t be more obscure and second, committed to a process of critically assessing all its initiatives based on a strict model of goal – strategy – measurement.
The regional tourism board focuses on helping the destinations in their region to become highly effective in their marketing approach through product development and differentiation.
Today the team works with operators in their region to market their businesses more efficiently through a combination of digital tools and strategies that have a proven ROI.
This is RTO4 – a destination with a highly relevant approach to modern destination marketing.
In this keynote, CEO, David Peacock, shared the history of how RTO4 became a tourism development incubator and their vision for a new approach to destination marketing that is suitable for the connected and distributed economy.
In the closing keynote of #SoMeT15US, William looked at the overall state of destination marketing and put this in context with the broader opportunities he sees for Destination Marketers. As part of his presentation, he introduced an exciting new standard we developed with six DMOs around the world that finally answers the question “What’s the ROI of social media?”
To get notified when William's whitepaper on this topic becomes available, sign-up here http://destinationthink.com/.
William Bakker is Chief Strategist at Destination Think!, a global marketing agency focusing exclusively on the tourism industry. He is considered a leader in the world of digital destination marketing and speaks at conferences around the world.
Social transformation is happening throughout the business world whether you’re part of it or not. At #SoMeT15US, we heard from Mark Rybchuk, Hootsuite’s Specialist, State & Local Government and learned how this transformation is important to Destination Marketing Organizations. Get practical advice to get empowered to sell social change into your organization and takeaway key strategic considerations specifically for DMOs as you scale social media across departments from his presentation. Beyond marketing and communications, hear how you can optimize social media effectively in other departments like Customer Service, Sales and HR. The presentation concluded with a fireside chat with Destination BC to showcase how DMOs leverage the power of social to drive business objectives.
Melissa Washington helped demystify the use of LinkedIn in the world of destination marketing. LinkedIn is usually not the first social media platform thought of when it comes to helping promote a destination. LinkedIn should be in your social media tool box and Melissa will share why and how in her session. She is an early adopter of LinkedIn, joining in 2011 (LinkedIn started in 2010). She has used this dynamic platform for selling, researching, marketing, job seeking, recruiting, and collaborating.
The main topics Melissa focused on were:
- How to use LinkedIn to promote your destination
- Having your employees become your brand ambassadors
- Targeted news updates
- Build connections for meeting and event organizers
- BONUS – Never make a cold call again
Eagle, Colorado has a passion for mountain biking, and they’re using it to their advantage. Destinations can achieve wonders by focusing on what they do best to differentiate from the crowd, and Eagle is proof. They’ve even traded their foot paths for a mountain biking trail system!
Learn from Amy Cassidy how the remarkable Town of Eagle’s trail system draws in visitors within the mountain biking niche. Eagle focuses on mountain biking, but along with the mountain biking “lifestyle” comes a host of other amenities for travellers, such as breweries, coffee shops, events, races and a general healthy attitude of embracing the outdoors.
LoveSpringfield.co is an experiment in crowdsourcing by the Springfield, Missouri Convention & Visitors Bureau. In his presentation, Sean Dixon will discuss the story behind the project, the insights and learnings that were gained from the stories they collected, and how that information will impact their future marketing efforts as an organization.
Sean Dixon is the Interactive Media Manager for the Springfield, Missouri CVB. In his spare time, he enjoys being a father, photographer, video gamer, and software developer. He holds an MA in Communication and a BS in Mass Media from Missouri State University.
“If you dislike change, you’re going to dislike irrelevance even more.” – Eric Shinseki
Navigating disruption isn’t easy, especially without effective tracking, measurement and reporting tools in place. “Destination brand” can be defined as the collective sum of shared stories about a destination. Big Data now allows destinations to easily track, measure and report meaningful digital metrics about destination brand, marketing and storytelling efficacy. Having a transparent, honest lens into these digital metrics helps organizations focus on performance-based initiatives and also builds digital skills capacity. Assisting key demand generators to deploy digital operations dashboards is a tactic with measurable results.
Zac Gribble is an entrepreneur at heart with several business ventures brought to fruition since graduating from business school in 1996. His current mission as Director of Media Technology with Regional Tourism Organization Four Inc. (‘RTO4′) is to help build an entrepreneurial mindset within the world of destination marketing and management that focuses on experimentation, agility and adaptability. As the tourism industry continues to navigate the massive technological disruption from the web, social media, mobile, wearables and proximity awareness, Zac envisions a brave new world ripe with opportunity for tourism organizations willing to shift towards adaptive KPIs and a culture of innovation.
Budget, resources, and visibility of social in business is growing every year. Marketers are now integrating social strategies into all campaigns and programs as a core channel. This increased focus on social requires the need to measure its business impact, changing how marketers measure and report on their social activities and successes. In this session, hear from Ben Cathers, Senior Strategic Solutions Consultant at Hootsuite to learn the tactics leading marketers are using to measure social attribution in their business and how they tie social back to marketing KPIs and overall business objectives.
Ben is a Senior Strategic Solutions Consultant at Hootsuite. He sells, pitches and manages the initial and expansion rollout phases for some of Hootsuite’s largest government rollouts such as The Canadian Government, State of Massachusetts, State of Maryland, City of Boston and New York City.
The majority of meeting and event planners don’t know what a convention and visitors bureau is, much less how to use one. They tend to be social media dilettantes and lurkers. So how do you reach them? What kind of key performance indicators do you need to track? What elements of your leisure strategy can be repurposed for the meeting, incentive, conference and exhibition market? And how can you do all this with your limited budget and staff?
Do you ever think that agencies are lucky to be able to work with such a wide variety of clients? If you’re in an agency, do you ever dream of how you could change your client’s approach if you were in the trenches? Grace Goodman will discuss the transition from agency life to being client-side at a DMO. She will talk about challenges she faces in merging the worlds of agency and DMO life and will share how the knowledge she gained from her agency days influences what she works on now – helping Destination DC improve its digital strategy – by focusing on content marketing, social media, email, web strategy and user experience.
As any marketer knows, when it comes to content, quality trumps quantity. But quality content takes time and resources that many organizations just don’t have. To ensure you’re providing your social community the best possible timely content on the frontlines, you need to be backed by efficient workflows to streamline coordination and collaboration between teams while also ensuring a secure publishing environment.
In this session, hear more from Ben to learn best practices and tactics for safe and effective content management including social scheduling, hashtag monitoring, message assignment and permissions and simplifying content curation.
Kelly Kingman is passionate about helping people think and communicate more visually. Combining careers in publishing, design, digital content and graphic storytelling, Kelly shows marketers how to harness the power of pictures and words to make messages engaging and stickier.
As a graphic storyteller, Kelly captures and visualizes information in real-time and teaches individuals how to use simple images to ideate, collaborate and communicate more effectively. Combined with a publishing and digital marketing expertise, she specializes in simplifying and visualizing messages so they spread farther, faster in an increasingly image-driven social media landscape.
In her workshop, Kelly showed you how to take one post idea or a handful of bullet points and turn it into a plethora of shareable, memorable content.
By adding a visual layer to your content, you can super charge your content creation efforts. It’s like putting a megaphone to your words! And you don’t have to be an artist to use these techniques.
This in-depth (and creative!) session will cover:
• How to turn one idea into 10 pieces of content (without writing 10 times as much)
• How to greatly increase sharing and “stickiness” by harnessing the power of visual media
• No design team required: the few basic principles and tools anyone can use to create visual content
Destinations and tourism marketers now have a valuable opportunity to obtain guest intelligence from the social web and online review sites in order to:
- Better understand visiting travelers through public reviews
- Know specifics of what guests like and dislike about their hospitality offering
- Benchmark guest satisfaction levels between cities or regions
- Assist operators in improving the guest experience through providing tools and education
Transforming a DMO in a customer centric organization implies a double movement: no digital transformation without a human transformation. In his presentation, Frank Cuypers will discuss how a DMO should think like a festival.
Frank is one of Europe’s leading experts on destination marketing and will bring an exciting international perspective. This will be a very informative and eye opening presentation that will force you to think outside the box.
Frank has been consulting and transforming the DMO Visit Flanders for four years. He is a Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College.
He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with promotion.
Lauren Bath was back on the stage at SoMeT again this year! Lauren’s presentation covered her in-depth experience in the tourism industry as an Instagrammer and advice on undertaking these sorts of campaigns. Lauren also spoke to delegates about how to effectively work with influencers, emerging industry standards, making the most out of a social media campaign and what your budget will get you.
Lauren is a chef turned photographer due to her early success on the popular social media platform Instagram.
Becoming Australia’s first “professional Instagrammer” two years ago, has seen Lauren extend her skills from destination marketer to social media educator, consultant and strategist.
Also delving into project management, Lauren is a wealth of information on social media campaigns, their KPI’s, working with influencers and more.
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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3. The
Backdrop…..2012
Irish
pension
fund
returns
fell
in
May
2012
Irish
emigra8on
at
highest
point
since
Famine
-‐-‐
3,000
leaving
per
month
Eurostat
figures
show
Ireland
had
fiBh
highest
unemployment
rate
in
EU
4. The
Big
Idea
• The
Gathering
Ireland
2013
was
ini5ated
by
Fáilte
Ireland
in
response
to
the
declining
fortunes
of
the
tourism
industry
in
the
Republic
of
Ireland
since
2007.
• Ireland’s
global
diaspora
popula5on
is
es5mated
to
be
in
excess
of
70
million
people.
• The
Gathering
was
designed
to
mo5vate
members
of
that
diaspora,
as
well
as
those
with
an
affinity
for
Ireland,
to
come
to
Ireland
to
celebrate
the
best
of
Irish
culture,
arts,
sports,
music
and
heritage.
• Its
ul5mate
aim
was
to
increasing
overseas
visitors
and
tourism
revenue,
thereby
provide
addi5onal
employment
in
the
tourism
industry.
5. An
opportunity
for
people
at
home
and
abroad
to
get
involved
in
a
na#onal
movement
Providing
a
plaHorm
for
Ireland
to
connect
with
the
people
around
the
world.
6. The
Ask
People
in
Ireland
• Organise
special
gatherings
for
friends,
family,
and
connec5ons
around
the
world
• Invite
them
to
Ireland
to
be
part
of
it.
People
Overseas
• Respond
to
the
invita5ons
to
come
to
Ireland
• Visit
Ireland
in
2013
and
experience
it
like
never
before
8. Spreading
the
Message
Content
Genera#on
&
capture
ar#cles
Social
Media
Roots
Tourism
/
Ancestry
Na#onal
Radio
&
Press
Promo#ons
&
PR
Overseas
Publicity
Digital
Marke#ng
9. Social
Media
Strategy
The
primary
objec5ve
of
the
Gathering
Ireland’s
social
media
strategy
was
to
build
an
online
community
both
for
the
project
itself
but
also
for
key
gathering
events.
10. Desired
Outcomes
q Create
online
plaLorms
for
Gathering
organisers
to
share
informa5on
about
their
events
with
the
public.
q Provide
engaging
online
spaces
for
visitors
to
find
out
about
gatherings
happening
around
Ireland.
q Communicate
gathering
stories
through
online
conversa5on,
user-‐generated
and
created
content
in
order
to
extend
the
reach
of
the
Gathering
Ireland
message.
q Deliver
an
interna5onal
audience
to
the
top
Gatherings
taking
place
in
Ireland
through
the
provision
of
micro-‐targeted
social
media
campaigns.
q Build
and
engage
an
online
diaspora
community.
11. Delivering
a
High
Impact
Social
Media
Strategy
1. Content
Marke5ng
2. Micro-‐targe5ng
on
Facebook
&
TwiTer
3. Go
where
your
audience
is
4. Maximise
Reach
5. Be
Nimble
6. Invest
15. How?
Blog,
video
&
imagery
defined
by
interest
Comms
Re
quest
Forms
Editorial
Planning
• Yearly
planning
• Quarterly
forecas5ng
• Weekly
editorial
mee5ngs
21. Top
3
Tips
1. Invest
in
quality
imagery.
2. Content
that
uses
current
and
quirky
themes
performs
beTer.
3. Es5mate
10-‐15%
of
fans
see
content
organically,
dedicated
social
media
budget
required
to
reach
wider
audience.
22. Key
Learning's
Building
social
func5ons
into
website
DNA
is
crucial.
Facebook
reported
that
The
Gathering
Ireland
generated
three
5mes
more
shareable
content
on
the
website
than
industry
compe5tors.
Photo
albums
ocen
perform
beTer
than
any
other
pieces
of
content.
The
FlightFest
album
had
CTR
of
12.28%
and
had
a
CPC
of
only
€0.02.
Sponsored
Stories
adver5sements
work
well
to
augment
viral
buzz
by
giving
greater
visibility
to
content
that
has
already
been
liked,
commented
on
or
shared
by
a
user's
Facebook
friends.
This
worked
well
for
quirky
content
e.g.
Joe
Dolan
Bachelor
Fes5val.
23. Key
Learning's
Have
a
Community
Manager
in
place
to
support
the
crea5on
of
content
by
wri5ng
copy
and
managing
paid
promo5ons
(where
relevant)
as
well
as
working
closely
with
media
buyers
to
implement,
con5nually
assess
and
op5mise
campaigns
on
Facebook,
TwiTer
and
YouTube.
A
dedicated
social
media
budget
in
place
to
promote
video,
blogs
and
photo
content.
Establishment
of
a
content
calendar
from
the
outset
which
should
be
reviewed
regularly.
Weekly
editorial
mee5ngs
are
also
required
to
chart
5melines
and
revise
plans
as
needed.
Sharing
of
content
with
partners
/
stakeholders
to
maximise
social
reach.
25. Ireland.com
–
Core
Web
PlaHorm
• 25
versions
in
7
languages
• 13
million
web
visits
annually
26. Reaching
Out
to
New
Audiences
Ireland.com
• 30
pieces
of
Capture
Content
focused
on
The
Gathering
were
created,
translated
into
5
EU
languages
and
published
on
Ireland.com
• These
were
shared
through
the
exis5ng
channels
(Facebook
&
TwiTer)
but
also
to
new
audiences
through
paid
seeding
29. Results
• Content
Marke5ng
delivered
500k
web
visits
to
Ireland.com
• Average
CPC
of
€0.32
compared
to
€1.39
for
tradi5onal
Online
Display
Adver5sing
• 93%
of
visits
from
Content
Marke5ng
were
new
visits
compared
to
overall
average
of
75%
• The
5ghter
the
link
between
the
social
object
and
Ireland,
the
beTer
the
conversions
30. Learnings
1. Focus
on
capturing
consumer
aTen5on
by
appealing
to
their
interests
2. Content
Marke5ng
needs
to
be
integrated
with
other
channels
and
campaign
ac5vi5es
for
maximum
impact
3. Op5misa5on
towards
conversion
is
key
to
the
success
32. Objec#ves
• Target
“Passion
Points”
rela5ve
to
the
Top
100
Gatherings
• Drive
relevant
audiences
to
Fes5vals/Gathering
owned
Facebook
Page
• Convert
traffic
to
an
engaged
audience
by
delivering
new
fans
à
growing
interna5onal
Facebook
following
• Develop
a
database
of
high
poten5al
interna5onal
visitors
for
2013
with
the
ul5mate
goal
of
conver5ng
to
actual
visitors
in
2013
• Create
a
sustainable
overseas
database
that
gatherings/fes5vals
can
target
over
future
years
and
s5mulate
to
visit
Ireland
-‐
contribu5ng
to
the
Gathering
legacy
33. Campaign
Process
• Fes5val
input
–
briefing
• Targe5ng
–
market,
passion
points,
themed
clusters
• Ensuring
Facebook
pages
were
fit-‐for-‐purpose
–
interna5onal
audience
• Ad
format,
copy
and
crea5ve
• Monitoring
and
op5mising
campaigns
–
“Cap
and
Flag”
34. John
Ford
Ireland
Results
Spend
€3,000
Clicks
9,491
@
€0.32
Interna5onal
7,239
@
€0.41
Likes
(fans)
37. 4,071
new
fans
2,315
new
fans
3,665
new
fans
1,860
new
fans
4,982
new
fans
1,883
new
fans
2,986
new
fans
5,311
new
fans
6,619
new
fans
3,610
new
fans
40. Key
Learning’s
1. Campaigns
that
capitalised
on
annual
events
(e.g.
Valen5ne’s
Day)
and
news
events
(Obama
visit)
performed
beTer.
2. As
a
news
outlet,
TwiTer
goes
stale
quickly.
Crea5ve
must
be
changed
daily.
3. Awareness
of
breaking
news
is
crucial
e.g.
Boston
marathon.
4. Don’t
try
to
reach
everyone
–
pick
a
focused
audience
5.
Invest
5me
ensuring
plaLorms
are
fit-‐for-‐purpose
6.
Underlying
goal
is
conversion
–
need
to
work
with
partners
who
are
commercially
savvy
&
have
the
ability
to
convert
the
rich
database
to
actual
visitors
7. Cryp5c
content
received
higher
CTR
e.g.
“Look
who’s
been
announced
for
@nyedublin…”
with
an
image
of
The
Strypes
had
a
CTR
of
8.89%
and
a
CPC
of
€0.17
41. Twiher
targe#ng
1. By
TwiTer
handles
e.g.
@OfficialCorkGAA,
@iloveredfm
2. By
interest
e.g.
Sports,
Travel
3. Keywords
e.g.
Cork,
#uptherebels
43. Go
where
your
audience
is
• Keep
up
to
date
on
emerging
trends
and
plaLorms
and
embrace
when
relevant
to
your
target
audience
e.g.
the
emergence
of
Vine
and
Instagram
video
were
useful
to
the
Gathering
for
live
reportage
at
key
events.
45. Be
Nimble
• Maximise
on
opportuni5es
(planned
and
ad
hoc)
as
they
arise
–
5mely
engagement
is
crucial
e.g.
Tom
Cruise,
Riverdance,
SPD
• Plan
to
be
nimble
47. Social
&
Community
Impacts
• The
Gathering
encouraged
the
development
of
events
that
otherwise
would
not
have
been
organized.
• It
enhanced
skills,
capabili5es
and
organiza5onal
structures
of
many
exis5ng
events.
• 96%
of
event
organisers
believed
their
event
to
be
a
success
• The
Gathering
encouraged
self-‐reliance
and
capacity
building
among
many
communi5es
and
encouraged
them
to
focus
on
tourism.
• 53%
said
that
the
Gathering
has
helped
‘create
a
vision
for
their
area
that
wasn’t
there
before’
• 47%
of
community
respondents
think
there
will
be
a
long
term
posi5ve
impact
48. Social
&
Community
Impacts
• 27%
of
community
respondents
aTended
a
Gathering
event
and
15%
had
friends
or
family
visi5ng
as
a
result
of
the
Gathering.
• 73%
of
community
respondents
believed
that
the
Gathering
made
the
community
more
aware
of
the
importance
of
tourism.
• 8%
of
event
organizers
were
from
the
tourism
sector.
• The
Gathering
‘gave
ordinary
people
a
plaLorm
to
do
extraordinary
things’.
• The
Gathering
resulted
in
a
‘pride
of
place’
and
‘self-‐belief’.
• There
was
a
strong
family
emphasis
to
the
Gathering:
‘it
was
families
who
really
benefited...
it
brought
them
together’
49.
50. Thank
You!
Orla
Carroll
Head
of
Digital
-‐
Fáilte
Ireland
@carroll_orla