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Social Media - from eyploration to strategy
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Social Media From Exploration to Strategy
Olaf Nitz
Head of Digital Media StrategyAustrian National Tourist Office
Agenda
• Why a Social Media Strategy?
• Exploring Social Media
• How we do it
• Social Media Strategy
Who we are – some facts
• The Austrian Tourist Office (Österreich Werbung) ist the national tourism marketing organization for the country of Austria. The ATO is funding by the Austrian Federal Government (75%) and the Austrian Chamber of Commerce (25%), but also acts as a fee based marketing agency for Austrian tourism interests.
• Worldwide Staff: 230
• President: BM Dr. Reinhold Mitterlehner, Minister for Economics , Republic of Austria
• CEO: Dr. Petra Stolba
Market Offices worldwide
WHY A SOCIAL MEDIA STRATEGY?
Maturity
Development of Technologies
Visibility
Technology Productivity
Source: Gartner, Mastering the Hype Cycle
Maturity
Development of Hypes
Technology
Trigger
Plateau of Productivity
Visibility
Peak of Inflated
Ex-pectations
Trough of Disillusio
nment
Slope of Enlightenment
R&D
VC for
start-ups
First products on the market
Early Adopter
Hype in mass media
Many providers
Negative press
Consolidation of providers
Less than 5%
of potential users
2nd generation
of products
Best practices
3rd generation of products„
„Out of the Box“
20-30% of potential users
Source: Gartner, Mastering the Hype Cycle
Who is responsible for Social Media?
EXPLORING SOCIAL MEDIA
2006: Our first blog
Campaign-Blog: Snowtour
Facebook Pages
Youtube Channel
Social Media on the website
Social Media on the website
Social Media on the website
Social Media on the website
Social Media as part of Campaigns
Newsletter
Smartphone applications
Partnerships: Augmented Reality
B2B Blog
http://blog.austriatourism.com/travel-2-0-guide/
B2B: Travel 2.0 Guides
HOW WE DO IT
Digital Media Strategy
Digital Media Areas / Teams
Digital platforms
Web & Mobile
Digital Media
Strategy
Coordination
of website content,
newsletters & digital campaigns
Content online portals,
Newsletter,
Online-campaigns
Innovation& Know How
Monitoring & Service
in Social Media
Content research
Brand Content
Monitoring, controlling & support of the market offices
BM / SDM BM / Brandcontent IMM / Infos / Service Market OfficesIMM / E-Marketing
Netiquette & Guidelines
…TO STRATEGY
Digital Media Strategy
Corporate goals
• Our strategic goals are to
– Position
– Cultivate
– Develop
the umbrella brand, “Vacation in Austria”
• To generate growth and value for the Austrian tourism and leisure industry
Digital strategic goal
„Strong brand presence on the internet“
Earned
Media
Paid
Media
Reach
Control
The Digital Realm
Owned
Media
• Website
• Facebook Pages
• Mobile Apps
• Banner /Display Ads
• SEM
• Ratings & Communities
• User Content in Social Media
Key Measures in Social Media
Listen
•Get feedback
•Product development
1.
Engage
•Distribute content
•Become a member of the community
2.
Support
•Online Tourist Information
•Dialogue with guests
3.
MEASUREMENT
Digital Media Strategy
Impressions
austria.info
iPhone Apps
2006 2007 2008 2009 2010
Users from Facebook
���� Steady growth!
Thank you very much!
Dipl. Des. Olaf Nitz, BScHead of Digital Media Strategy
Austrian National Tourist Office
www.austriatourism.com
xing.com/profile/Olaf_Nitz
facebook.com/onitz
twitter.com/onitz
slideshare.net/onitz
delicious.com/onitz
