March 2011 Rebuilding Brand “Christchurch”

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Agenda

•  Devastated Christchurch •  Rebuilding Brand “Christchurch”

•  Establish your marketing plan

•  Is it Working?

•  Fast Facts- SinoTech Group

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Destination Marketing

Devastated Christchurch

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Devastated Christchurch

Every year, New Zealand experiences about 14,000 earthquakes, which are mostly small to moderate in size.

On Tuesday 22 February 2011, New Zealand was hit with a 6.3 earthquake that struck the city of Christchurch,

The earthquake was so server that 1 in 6 buildings were certified unfit for occupation.

Auckland saw 21,000 people arrive from Christchurch as the try to avoid aftershocks

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What the World Saw

Christchurch’s pain was felt and seen around the world

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What the World Thinks

Online sentiment analysis shows that the world is actively talking about this event and the sentiment for Christchurch as a destination has taken a hit.

Data comes from SIP:Enterprise

Earthquake – 22nd Feb

Sentiment Volume

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What about Brand “Christchurch”

Although the Government is making efforts to build the damaged buildings and road… What about the Brand and Reputation of Christchurch? Christchurch relies on tourism and needs the world to know it is open for business.

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How to Reach the World

Having grown up in New Zealand and lived in Christchurch I think I understand the Kiwi’s psyche …. So when it comes to the tourism sector needing to promote Christchurch to the world.. I expect it will take the form of a pragmatic, cost effective and a ‘deliver results now’ type approach… I am not going to ask you to sell the farm with huge TV or Print campaigns …. Get your message out with Social Media Marketing … it is easy for you to get started yourself, without large costs and it will give you a chance to tell the world your story.

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Develop a Social Media Marketing Plan

Before you jump into Facebook or twitter… please consider some simple steps; 1.  Identify who you want to promote too (ideal

persona) 2.  Create your messaging plan (what do you want to

tell people) 3.  Establish a site plan (where are you going to

promote your messages) 4.  Establish your KPI’s (measure, so you know if you are

meeting your targets

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Tips for Rebuilding Christchurch’s Brand

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8 General Tips

2. Be proactive with your positive news.

3. Images speak louder than words, we have a beautiful city- show people.

5. Utilize social media that reaches the whole world (i.e., Facebook/Twitter are blocked in China).

7. Target niches markets for promoting

1. Reach out to opinion makers and media in the industry.

6. Celebrate your celebrations (World Cup)

4. Promote a destination within a destination.

8. When the time is right, make a big splash.

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Run a lobby or F&B webcam so people can share their experience LIVE

Integrate social media into your physical property – welcome foursquare or twitter users in their own profile. Find comments from Facebook and place them on the lobby LCD panel for everyone to see

Find your best ambassadors and engage them.

Tips for hotels & guest houses

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Build engaging itineraries instead of listing of attractions.

Run competitions (photos/videos upload comps) to showcase your tour…. Let the world see what you are offering.

Tips for tour operators

Develop a Blog - invite your clients to post or be a guest bloggers

Ensure your web site and properties are listed locally via Google Maps and ask customers to post via Google and Yelp about your tour, services, etc

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Is it working

Tourism is your lifeline… reach out.. Let people know you are ready to receive them… promote your city, venue, hotel, tour … lets get people back to Christchurch. In this time, just don’t forget the basics of marketing…. measure and optimize. Use Google Analytics for web site analytics and SIP:Enterprise for social media analytics … Spend wisely and make every dollar count. Lets get Christchurch back on the map with tourists worldwide

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About SinoTech Group

Never forgetting Christchurch

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SinoTech Group - Fast Facts

•  Social Intelligence Technology and Consulting Firm

•  Heritage in software development

•  Global reach

•  Independent

•  Offices in Beijing, Shanghai & Hong Kong

•  Founded in April, 2007

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Dr Mathew McDougall | @sinotechian matt@sinotechgroup.com.cn

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