VisitScotland year of creative 2012

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Simone Kurtzke's presentation on VisitScotland's social media success at WTM Social Travel market

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VisitScotland year of creative 2012

  1. 1. Year of Creative – Photo CompetitionNovember 2012 by Simone Kurtzke, Social Media Manager 1
  2. 2. YoC Photo CompetitionContents•Objectives + Targets•Strategy•Results•Campaign examples 2
  3. 3. YoC Photo CompetitionObjectives:1.Generate a stock of images for VisitScotland to use on its socialmedia channels2.Raise awareness of the Year of Creative Scotland 20123.Generate database acquisitionsTargets:•No. of photos submitted (target 1,500) 3
  4. 4. YoC Photo CompetitionStrategy: “natively social” – consumer-led execution•Easy participation, built-in sharing•User-centric – make people part of campaign•Small paid media buy to support organic social activity 4
  5. 5. YoC Photo CompetitionResults:•1,200% above target (18.5k images submitted)•£1.5m worth of images generated (1.5k high-quality images)•CPA £4.36 (2,077 database acquisitions)•93k web visits (over a quarter (25k) organic Facebook referrals)•CIPR Pride Award nomination for ‘Best Use of Social Media’ 5
  6. 6. YoC Photo CompetitionCampaign examples: 6
  7. 7. YoC Photo CompetitionCampaign examples: 7
  8. 8. YoC Photo CompetitionCampaign examples: 8
  9. 9. YoC Photo Competition Questions? 9

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