THRIC 2018 Facebook and Twitter Marketing
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This research contributes to tourism research by extending the work of Bolan, O’ Connor et al (2011). The paper provides strategic implications for destination marketing and for a better understanding of social media influence on theoretical frameworks. The Study shows that a variety of social media coupled with US TV and Movies using associated content sources, provides further strategic options for the Irish DMO’s approach when marketing Ireland to North America.. The Proposed theoretical Framework modification (fig 2) is presented not a final solution but rather a suggestion based on empirical evidence obtained from both primary and secondary sources. This study makes a theoretical contribution in that it addresses an existing gap in social media literature as it pertains to the Irish-American sector. The core contribution is an integrated theoretical model that highlights the contribution of social media to Irish destination marketing strategy.
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LinkedIn has evolved from solely being a professional networking platform to becoming a major platform for discovering and sharing professional content online. It connects hundreds of millions of professionals globally and is the primary source of professionally relevant content that its members use to enhance their knowledge, strengthen networks, and boost their careers. Members actively consume over an hour of content on LinkedIn per week on average to stay informed on industry news and trends. Companies have also recognized LinkedIn as an important channel to build relationships by sharing thought leadership content with other professionals in their industries.
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The strong cultural linkage between Ireland and North America now presents a unique opportunity for the Irish tourism sector via social media. There the industry can engage with existing and potential customers around the online presence of items of cultural interest that can influence the decision to visit (and revisit) Ireland and experience a wider range of attractions.
The main objective of this study is to examine the role of social media in marketing Ireland as a destination to the North American market. Various quantitative and qualitative research methods were employed to obtain the perspectives of visitors and of key stakeholders regarding the effectiveness of social media in attracting these North American visitors (NAVs) to Ireland. Methods included online surveys of visitors and semi-structured, in-depth interviews with those responsible for implementing social media strategies in the Irish tourism sector. Furthermore, a Netnographic analysis of the key stakeholders’ social media strategies was carried out using the Nvivo 11(Ncapture) software. This approach generated a large amount of data that had to be analysed and coded so the emerging themes relevant to the main objective could be identified.
This analysis revealed the potential for social media to transform Irish-North American tourism strategies for the various stakeholders. Nevertheless the analysis also particularly provides key insights into the knowledge and resource requirements of the Irish SMEs operating in this sector. One of the conclusions of this study is that the enormous potential of social media to provide a cost-effective strategy for Irish SMEs can only be realised if issues relating to knowledge and resource limitations are properly addressed.
In an effort to address the challenges and opportunities for growth posed by social media for Irish tourism SMEs, this study proposes adaptations of existing theoretical models such as the Ansoff and BCG matrices. This study’s innovation includes a proposed key performance indicator (KPI) framework that can be applied as a cost effective social media strategy. The study demonstrates how the proposed strategy can be put into practice and become of practical benefit to the Irish SMEs who wish to move from a position as peripheral agents. This can happen through implementing such a technologically-enabled market strategy and using a network of contacts freely available through social media platforms.
A Digital Strategy for Irish SMEs When Approaching the North American Touri...
Over the past five years, visitations of North Americans to Ireland have grown exponentially as a result of the online strategies of Tourism Ireland (TI), a destination marketing organisation (DMO) with a meagre budget which is extended by their understanding of the best practices of social media in the context of a digital marketing strategy. A literature review revealed a need for investigation into the ways in which social media channels such as Facebook, Twitter, and Instagram are used by the Irish tourism sector to engage with its target North American market. It was found, SME’s involved in the sector have yet to fully realise the potential of social media as a marketing channel. The strategy implemented for the purpose of this research offers the Irish SME a framework for best practices in relation to social media when marketing their business to North America by utilising both internal and external resources that are freely available through social media platforms. This strategy is presented not as a final solution but rather as a suggestion based on empirical evidence obtained from both primary and secondary sources. The overall conclusions of this research may help inform those concerned with the implementing of social media strategies and develop clearer models of communication and measurement, when promoting a destination to North America.
.Keywords: Proposed, Strategy, North America, Irish, SMEs, Social Media
1. Introduction
The main purpose of this research is to investigate the impact of social media on the decision making process of the North American Visitor (NAV) to Ireland. It is intended that this investigation will provide insight into the workings of a network of interested parties who have formed alliances in order to influence the decision of North Americans to travel to Ireland. The main stakeholders are:
1) Tourism Ireland as an Irish DMO
2) Large-sized providers of tourism services
3) Small and medium-sized providers of tourism services
4) Intermediaries and Agents.
Previous research has not fully explored the existing and potential use of social media, in capitalising on the cultural link between Ireland and North America. With a view to contributing to the literature in this area, theoretical strategy will be developed and implemented with the intention of providing direction on the optimal use of social media for each of the various stakeholders, in particular, the Irish SME
Thric 2018 slides a proposed framework
The strong cultural linkage between Ireland and North America now presents a unique opportunity for the Irish tourism sector via social media. There the industry can engage with existing and potential customers around the online presence of items of cultural interest that can influence the decision to visit (and revisit) Ireland and experience a wider range of attractions.
The main objective of this study is to examine the role of social media in marketing Ireland as a destination to the North American market. Various quantitative and qualitative research methods were employed to obtain the perspectives of visitors and of key stakeholders regarding the effectiveness of social media in attracting these North American visitors (NAVs) to Ireland. Methods included online surveys of visitors and semi-structured, in-depth interviews with those responsible for implementing social media strategies in the Irish tourism sector. Furthermore, a Netnographic analysis of the key stakeholders’ social media strategies was carried out using the Nvivo 11(Ncapture) software. This approach generated a large amount of data that had to be analysed and coded so the emerging themes relevant to the main objective could be identified.
This analysis revealed the potential for social media to transform Irish-North American tourism strategies for the various stakeholders. Nevertheless the analysis also particularly provides key insights into the knowledge and resource requirements of the Irish SMEs operating in this sector. One of the conclusions of this study is that the enormous potential of social media to provide a cost-effective strategy for Irish SMEs can only be realised if issues relating to knowledge and resource limitations are properly addressed.
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The strong cultural linkage between Ireland and North America now presents a unique opportunity for the Irish tourism sector via social media. There the industry can engage with existing and potential customers around the online presence of items of cultural interest that can influence the decision to visit (and revisit) Ireland and experience a wider range of attractions.
The main objective of this study is to examine the role of social media in marketing Ireland as a destination to the North American market. Various quantitative and qualitative research methods were employed to obtain the perspectives of visitors and of key stakeholders regarding the effectiveness of social media in attracting these North American visitors (NAVs) to Ireland. Methods included online surveys of visitors and semi-structured, in-depth interviews with those responsible for implementing social media strategies in the Irish tourism sector. Furthermore, a Netnographic analysis of the key stakeholders’ social media strategies was carried out using the Nvivo 11(Ncapture) software. This approach generated a large amount of data that had to be analysed and coded so the emerging themes relevant to the main objective could be identified.
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1) Tourism Ireland as an Irish DMO
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The strong cultural linkage between Ireland and North America now presents a unique opportunity for the Irish tourism sector via social media. There the industry can engage with existing and potential customers around the online presence of items of cultural interest that can influence the decision to visit (and revisit) Ireland and experience a wider range of attractions.
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C- Average
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Assignment Component
NAEYC Standard or Supportive Skill
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Basic Knowledge
Comprehension
Application
Synthesis
Comments
1. Develop-mentally Appropriate, Title and age
Standard 1 Promoting Child Development and Learning
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Title of the activity is listed, age of children participating is given, activity more appropriate for a younger or older age group. Activity is individually and culturally appropriate
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2. Area of Develop-ment
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Area of development is listed, but is not related to the activity
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2-3 subdomains, goals or developmental indicators from the appropriate standard course of study is listed, but it is not related to the activity
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At least 4 subdomains, goals or developmental indicators from the appropriate standard course of study is listed. The standard is related to the area of develop-ment and the activity
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EDU 280 Activity Plan RubricDF Unsatisfactory
EDU 280 Activity Plan Rubric
D/F Unsatisfactory
C- Average
B - Good
A – Very Good
Assignment Component
NAEYC Standard or Supportive Skill
Key Elements
Basic Knowledge
Comprehension
Application
Synthesis
Comments
1. Develop-mentally Appropriate, Title and age
Standard 1 Promoting Child Development and Learning
Standard 5
Using Content Knowledge to Build Meaningful Curriculum
1b) Knowing and understanding the multiple influences on development and learning
No title listed, no age of children participating, activity is not age, culturally, or individually appropriate
0 - 7 points
Title of the activity is listed, age of children participating is given, activity is not age, culturally, or individually appropriate
8 points
Title of the activity is listed, age of children participating is given, activity more appropriate for a younger or older age group. Activity is individually and culturally appropriate
9 points
Title of the activity is listed, age of children participating is given, activity is appropriate for the age of the individual children participating and is culturally appropriate
10 points
2. Area of Develop-ment
Standard 1:
Promoting Child Development and Learning
1c) Using developmental knowledge to create healthy, respectful, supportive, and challenging learning environments
Area of development is not given
0 -11 points
Area of development is listed, but is not related to the activity
12 points
Area of development is listed, but is not a primary area of development for this activity
13 points
Area of Development is listed and is appropriate for the activity
14 points
3. Standard Addressed by the activity
Standard 5:
Skills in Identifying and Using Professional Resources
5a)Understanding content knowledge and resources in academic disciplines
A subdomain, goal or developmental indicator from a source other than the standard course of study is listed or no standard is listed
0 -11 points
A subdomain, goal or developmental indicator is listed, but it is from the incorrect standard course of study
12 points
2-3 subdomains, goals or developmental indicators from the appropriate standard course of study is listed, but it is not related to the activity
13 points
At least 4 subdomains, goals or developmental indicators from the appropriate standard course of study is listed. The standard is related to the area of develop-ment and the activity
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4. Materials
Standard 4:
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No materials are listed
0 -11 points
Materials list includes materials that are not safe for use by children of this age
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Materials are listed, but the list is incomplete, all materials listed are safe for use by children of this age
13 points
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This study investigated the Facebook presence and marketing strategies of the top 22 destinations listed by TripAdvisor in 2017. Data was collected from the public Facebook pages of these destinations' marketing organizations to analyze posting frequency, types of posts, times of posting, and levels of user engagement. The results showed that photos generated 86% of reactions on average, while links and videos also performed well. Posts at certain hours of the day tended to receive more user responses. The findings can help destinations benchmark and improve their Facebook strategies to enhance consumer engagement through social media. Future research could explore additional metrics and content attributes to provide deeper insights into user behavior.Social Media Marketing - A theoretical overview
Theory is very important in regards to social media marketing and analytics. These slides are from a guest lecture which looks at social media for marketing - theoretical overview.
Marketing Research
MARKETING RESEARCH BY PHILIP KOTLER
CHAPTER 3
CONDUCTING MARKETING RESEARCH
MARKETING RESEARCH SYSTEM
AI and Boards - project description
4Boards.ai is a research initiative that aims to identify, codify, and disseminate best practices for corporate boards to leverage AI and other emerging technologies. It will conduct interviews and workshops with boards to explore challenges, practices, and solutions regarding digital transformation and governance. The goal is to develop a framework of checklists, services, and training to help boards successfully oversee innovation and sustainability efforts involving new technologies. The initiative is led by academics from Chalmers University of Technology and the Stockholm School of Economics and invites various organizations to participate in and provide input to the research.
Digital Tourism Development - Longreach Regional Tourism by Kevin Liepins
1. The Longreach Region in Queensland, Australia lacked a cohesive digital tourism strategy and presence.
2. A new Tourism Development Officer developed a strategy over 6 stages including research, website development, video production, and a promotional campaign.
3. Key outcomes included a 63% yearly increase in website page visitors, over 1,400 views on 4 YouTube videos, and increased engagement from tourism operators and visitors to the region.
5822 social-media-final-presentation childsearchministries
This document outlines a social media strategy implementation plan for Child Search Ministries. It discusses the objective to expand the organization's reach through social media. The strategy recommends using Twitter and Facebook, as well as text messaging, to ease concerns about social media and amplify Child Search Ministries' services like its child database and safety education programs. An implementation timeline is provided, along with expectations to monitor the effectiveness of the strategy. Challenges may include comparing to other similar organizations.
Emma Olohan. Investigating into the confidence levels of irish undergraduate ...
The document summarizes research into Irish undergraduate marketing educators' confidence levels in teaching digital and social media methods. A literature review established the growth of digital marketing in curricula over the past decade. A survey of 35 Irish marketing educators found that over half had taught for less than 5 years. Educators reported using mainly Facebook in class but 52% lacked confidence in teaching digital aspects. While most universities provided WiFi, only 35% offered software or IT support. Educators identified needs for more training, technology, support and time to incorporate digital methods effectively into their teaching.
Prove Marketing ROI with Campaign Tracking in #GoogleAnalytics
Rachel Dohmann, formally of the Texas A&M Foundation and Ryan Lindsay of Converge Consulting covered campaign tracking tactics that will help you prove ROI on all marketing activities. You’ll learn how to develop a campaign strategy, report on campaigns using dashboards and segment website analytics by marketing campaign. Walk away with free resources to immediately implement a strategy at your institution.
In this webinar you'll:
- Develop an institutional campaign strategy (with free campaign URL builder)
- Report on marketing campaigns using dashboards (with dashboard template)
- Segment data by marketing activity (downloadable segments for user accounts)
Adam Metz
The document discusses best practices for consumer-brand social media and provides three case studies as examples. It recommends following a five phase methodology for social media strategy that assesses needs, develops data collection and strategy, provides feedback, implements tactics, and re-evaluates over 12-24 months. All data and tools should align between analytics and customer relationship management. The three case studies show successful social media implementations for a visitors bureau, tea company, and book publisher that increased engagement, sales, and author feedback.
Digital Marketing Plan - Lead Generation
The marketing plan summarizes Rutgers Online's objectives to increase awareness of its online programs and drive qualified leads. It outlines the campaign components, including a competitive analysis, branding, media strategy focused on SEM, display and LinkedIn, and messaging emphasizing the MLIS program. Analytics will track goals from the interim MLIS landing page to improve attribution of marketing investments. Next steps include approving materials and recommendations for the initial media plan launch in September.
Make it social
Angharad Francis, community manager and Emily Boardman, community manager, Social Misfits Media
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Principlesof marketing 04 [compatibility mode]
This document provides an overview of managing marketing information and gaining customer insights. It discusses assessing marketing information needs, developing marketing information through internal data, marketing intelligence, and marketing research. Marketing research involves defining problems, developing a research plan, collecting and analyzing data, and reporting results. The document also covers analyzing and using marketing information through customer relationship management, as well as distributing and using the information.
Similar to THRIC 2018 Facebook and Twitter Marketing (20)
Social Media Strategy Framework and Tools for SMEs and NGOs
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Using Comparative Data to Enhance Learning Abroad Strategies (NAFSA 2018)
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DMOs’ Facebook Success Stories: A Retrospective View
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Digital Tourism Development - Longreach Regional Tourism by Kevin Liepins
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5822 social-media-final-presentation childsearchministries
5822 social-media-final-presentation childsearchministries
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ABSTRACT :This research aims to analyze the correlation between employee work stress and digital literacy
with employee performance at PT Telkom Akses Area Cirebon, both concurrently and partially. Employing a
quantitative approach, the study's objectives are descriptive and causal, adopting a positivist paradigm with a
deductive approach to theory development and a survey research strategy. Findings reveal that work stress
negatively and significantly impacts employee performance, while digital literacy positively and significantly
affects it. Simultaneously, work stress and digital literacy have a positive and significant influence on employee
performance. It is anticipated that company management will devise workload management strategies to
alleviate work stress and assess the implementation of more efficient digital technology to enhance employee
performance.
KEYWORDS -digital literacy, employee performance,job stress, multiple regression analysis, workload
management
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一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
AU毕业证文凭证书【微信95270640】《英国阿伯丁大学毕业证书原版制作AU成绩单》【Q微信95270640】《仿制AU毕业证成绩单英国阿伯丁大学学位证书pdf电子图》，A.为什么留学生需要操作留信认证?
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B.为什么我们提供的毕业证成绩单具有使用价值？
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A.为什么留学生需要操作留信认证?
留信认证全称全国留学生信息服务网认证,隶属于北京中科院。①留信认证门槛条件更低,费用更美丽,并且包过,完单周期短,效率高②留信认证虽然不能去国企,但是一般的公司都没有问题,因为国内很多公司连基本的留学生学历认证都不了解。这对于留学生来说,这就比自己光拿一个证书更有说服力,因为留学学历可以在留信网站上进行查询!
B.为什么我们提供的毕业证成绩单具有使用价值？
查询留服认证是国内鉴别留学生海外学历的唯一途径但认证只是个体行为不是所有留学生都操作所以没有办理认证的留学生的学历在国内也是查询不到的他们也仅仅只有一张文凭。所以这时候我们提供的和学校颁发的一模一样的毕业证成绩单就有了使用价值。却也灵机一动立马仰起头双手拢在嘴边朝楼上大喊：“爸爸爸——有人找——那人一听朝山娃尴尬地笑笑悻悻地走了山娃立马“嘭的一声将铁门锁死心却咚咚地乱跳当山娃跟父亲说起这事时父亲很吃惊抚摸着山娃的头说还好醒得及时要不家早被人掏空了到时连电视也没得看啰不过父亲还是夸山娃能临危不乱随机应变有胆有谋山娃笑笑说那都是书上学的看童话和小说时学的不管如何父亲再也不许山娃敞开门坐到门口了父亲递给山娃钥匙说一出门就将门山
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
学校原件一模一样【微信：741003700 】《(worcester毕业证书)伍斯特大学毕业证PDF成绩单》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
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一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
ABSTRACT: Motivation plays an important role in foreign language learning process. This study aimed to
investigate student’s motivation patterns towards English language learning at a University in Tra Vinh, and factors
affecting their motivation change toward English language learning of non-English-major students in the semester.
The researcher used semi-structured interview at the first phase of choosing the participants and writing reflection
through the instrument called “My English Learning Motivation History” adapted from Sawyer (2007) to collect
qualitative data within 15 weeks. The participants consisted of nine first year non-English-major students who learning
General English at pre-intermediate level. They were chosen and divided into three groups of three members each
(high motivation group; average motivation group; and low motivation group). The results of the present study
identified six visual motivation patterns of three groups of students with different motivation fluctuation, through the
use of cluster analysis. The study also indicated a diversity of factors affecting students’ motivation involving internal
factors as influencing factors (cognitive, psychology, and emotion) and external factors as social factors (instructor,
peers, family, and learning environment) during English language learning in a period of 15 weeks. The findings of
the study helped teacher understand relationship of motivation change and its influential factors. Furthermore, the
findings also inspired next research about motivation development in learning English process.
KEY WORDS: language learning motivation, motivation change, motivation patterns, influential factors, students’
motivation.
HMS Facebook Stories All V1 06092024.docx
The conversations on Facebook from the Herringswell Manor School group from 2009 to the first half of 2024
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
学校原件一模一样【微信：741003700 】《(Hull毕业证书)赫尔大学毕业证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
Recently uploaded (10)
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
THRIC 2018 Facebook and Twitter Marketing
- 1. Facebook and Twitter Success in the Irish- North American Sector: A Review Tourism Ireland’s Digital Marketing Strategies Mr. Colm Barcoe & Dr. Garvan Whelan
- 2. Introduction to the Authors 2 Colm Barcoe (B.Bus) is currently a Masters student in IT Tallaght Dr. Garvan Whelan is a Lecturer & Financial Research Analyst at ITT Dublin since 2004
- 3. Presentation Content • Introduction • The Importance of Twitter and Facebook When Engaging the North American Consumer • Tourism Ireland’s (TI’s) Current Use of Social Media • Using Social Media to Engage North American Visitors (NAVs) online • Research Design • Findings and Preliminary Analysis • Using Customer Relationship Marketing (CRM) Strategies to When communicating Brand Value to NAVs • Capitalising on Facebook Insights • Proposed Model to Benefit Irish SMEs • Conclusions 3
- 4. Introduction • Research Began September 2016 and Finished March 2018 • The Initial Task was To Investigate the Use of Social Media in Order to Attract NAVS to Ireland • The Primary Data was Collected Summer 2017 • The Themes That Emerged Provided Insight into the Use of Facebook and Twitter in the Irish-North American Tourism Sector 4
- 5. Literature • Research on Irish Stakeholder’s Use of Social Media was Found to be Sparse • Durkin et al (2013) and Bolan et al (2011) explore Social Media in an Irish Context • Hays et al (2013) Examine the Benefits of Twitter and Facebook as part of a Digital Marketing Strategy • Dunne and Hanrahan (2017) Examine the Potential of Social Media Imagery in an Irish Marketing Context 5
- 6. 6 The Advantages of Using Social Media as part of a Marketing Strategy
- 7. The Importance of Facebook and Twitter When Engaging the NAVs • Facebook Engages Consumers into an Active Brand Community (Lalic and Gindl 2018) • Twitter Provides Destination Marketers with Geographic Reach (Hays et al 2013) • Tourism Ireland Use Twitter and Facebook to Engage NAVs Through a Focused CRM Strategy • Durkin et al (2013) Recommend That Irish SMEs embrace Social Media Platforms 7
- 8. Chaffey’s CRM Model (2017) 8 Reach Act Convert Engage
- 9. Tourism Ireland’s Current Use of Social Media • TI have Generated Exponential Growth in the Irish-North American Sector over the Past Five Years • This Destination Marketer (DMO) has Achieved First Mover Advantage in the Digital Space Using Twitter and Facebook • This DMO uses Twitter and Facebook to Create Ancillary Promotions Related to Game of Thrones and Star Wars • TI believe the Further Expansion of this Market Growth Depends on Irish SMEs Becoming More Involved in Social Media Marketing 9
- 10. Using Social Media to Engage NAVs 10
- 11. 11 Methods of the Study Method Categories 1 Semi-structured in-depth interviews with the four categories of stakeholders Four categories of stakeholders: a) Tourism Ireland b) Large scale operators c) SMEs d) Intermediaries and Agents 2 Netnographic analysis The Netnographic analysis in two stages: a) Primary qualitative b) Secondary data
- 12. 1 2 3 4 5 Definition of Field of Inquiry Identification and Selection of Stakeholders’ Online Social Media Activities Nvivo 11 software Analysis used to Observe Activities Data Analysis and Aggregation of Customer Insights Customer Insights Translated into Product and Service Solutions Netnographic Analysis of this Study 12
- 13. Findings and Preliminary Analysis • The Study Identified Key Factors that Influence NAVs’ Decision Making Process in all Three Trip Phases • Irish SMEs Prefer to Use TripAdvisor • Irish SMEs Believe that Social Media Marketing is the Responsibility of the DMO • The Analysis Highlighted the Success of Tourism Ireland Through their Social Media Activities in the Irish-North American Tourism Sector 13
- 14. Using CRM Strategies to Engage the NAV 14
- 15. 15 Hospitality Ireland 3% Global Greening 24% Star Wars 3% Wild Atlantic Way 13% Shannon Airport 4% Aer Lingus 4% Giants Causeway 3% St Patricks Day (6.7%) Tourism Ireland 21.3% A Network of Alliances Using Twitter
- 16. Trump Doonbeg Brendan Murphy EntrepreneurLocal Community Surf Shop TI’s Wild Atlantic Way Campaign 24 A Network of Alliances Between Irish Stakeholders Using Twitter
- 17. Promote the Tweet Promote the Trend Promote the Account Plunder the Analytics 25 The Twitter Marketing Process
- 18. Shares Contests Ads Ongoing Activities Likes Comments QR Codes Collaboration Events Analytics 27
- 19. Table 2 Tourism Ireland’s Facebook Analysis. Date of post Theme of Post Imagery Used Volume of US Interaction July 23 2017 #GOT (Game of Thrones) Video Content of Tapestry production 194/368 likes 4/5 comments 47 shares July 24 2017 Torr head Co. Antrim Photograph 2.9k/4.3k likes 68/104 Comments 228/432 shares July 25 2017 Irelands Heritage A conglomerate of images of heritage sites and a Web link 3,465/6.3k likes 84/155 comments 789 shares 19
- 20. 29
- 21. Network Analysis of Irish SMEs 30
- 22. Adaptation of Penrose’s (1959)Growth Model 32
- 24. Conclusions • Twitter offers Message Reach Which is Cost Effective for the Irish Stakeholder • Facebook Engages NAVs and Communicates Brand Values • SMEs can Benefit from Joining this conversation • The Proposed Model of this Study may Benefit SME Growth in the Future • Future Research Might Implement and Analyse the Proposed Model 35