Social media marketing of Norway. Presentation at the Enter Conference in Innsbruck 2011: the 18th international Conference on Information Technology and Travel & Tourism. Portal manager Hans Petter Aalmo - Visitnorway.com

1. Hans Petter Aalmo [email_address] Portal Manager – Visitnorway.com Social media marketing of Norway as a destination Case studies

9. Four Disciplines in Social Media Marketing Social Ads (C) Social Media PR (B) Promotions (A) Social Media Portal Integration (D)

10. Social Media PR vs Social Media Promotion. What is it for? Social Media PR (B) Promotions (A) What? Reputation management Relationship building Branding / perceptions Reserach & intelligence Education Consumer as distributor What? Single message Launch of new brand Launch of new product Tactical offers Data capture Call-to-action

11. Social Media PR vs Social Media Promotion: How to put it in practice? Social Media PR (B) Promotions (A) How? Ad hoc competitions Quizzes Games Sweepstakes Viral film How? Create multiple touch points Content aggregation Content syndication Word-of-mouth Influencers PR

12. When it works in reality – Integration! C Social Ad A Promotion B Social Media PR

13. Norway. Your Way

14. Norway. Your Way. An Integrated Model Step 1 (A+B+C): (Competition) to find the right participants with the most ”social value” in selected markets Step 2 (A+B): A trip around a destination showcasing the products of your partners Create user generated content (UGC) throughout the trip Step 3 : Create ”consumable materials” (CM) by making use of UGC collected and the trip participants e.g. Viral video, animation, slideshow, quizzes, games Step 4 (B + C): Push CMs back to consumer through social media channels Step 5 (B+C possibly +A): Create a hub on social /travel network, e.g. Tripadvisor to store all CMs and best of the best UCG as an inspirational tool

15. VIDEO

16. Example: Consumable material using user generated content – Norway. My Way TripWow Slide Show The highest view video on Tripadvisor on Norway by far!

18. Stories for Life (A+B+C+D)

24. Create your own Northern Lights (A+B+C)

28. Northern Lights Portal integration (B+D)

29. The power of organic SEO

32. Share, care and embed

33. Book Norway (B+D)

36. Conversion rate: + 85 % after UGC 90 % positive UGC

42. ” WOW. This makes me want to go to Norway” (mission accomplished)