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1
REFLECTIONS FORM ABOVE THE ARCTIC CIRCLE
#SoMeT2015, Amsterdam
Evgenia Egorova, Marketing
Manager
Northern Norway Tourist Board
4
NORTHERN NORWAY :
THE LAND OF THE NORTHERN LIGHTS
… AND THE MIDNIGHTSUN
Photo: Øystein Lunde Ingvaldsen/nordnorge.com Photo: ToFoto/nordnorge.com
5
NORTHERN NORWAY :
3.000 POLAR BEARS
… AND THREE UNESCO’S WORLD
HERITAGE SITES
Photo: Ole J Liodden/Naturfokus
7
NORTHERN NORWAY :
• Norway is the biggest
market;
• Germany, Sweden,
Holland, UK and France
are the fabulous 5. Photo: Konrad Konieczny/nordnorge.com
Photo: Reiner Schaufler/nordnorge.com
8
THE CONTEXT
NORWAY, Facebook and Internet, anno 2012*
• Almost 90% aged 9-79 with high-speed Internet
access
• each Norwegian used ca 90 minutes surfing and
reading
• 30% of that time - on Facebook
• Over 2 million users checked FB every day
• 20% were on Facebook via mobile
• 70% posted on FB while on holidays
• 76% uploaded their holiday pictures on FB
• 55% "like" tourism pages on FB
PROUD NORTHERN NORWEGIAN PHENOMENON
*source: Christian Kamhaug/SAS and SSB
Photo: Frode Sandbech/www.nordnorge.com Photo: Terje Rakke/www.nordnorge.com // Hiking in Northern Norway
9
Our FB-page as of June 2012:
• about 11.000 likes
• local fans: 25% Finnmark, 10% Troms and 5%
Nordland
• about 20% of "proud Northern Norwegians" living
in the South
• less then 40% tourists and less then 17%
international fans
• language and content confusion (Norwegian and
English, links to media, old + new pictures)
10
HOW WE DID IT…
• One picture per day, mostly only pictures,
short text in English (question, quote,
invitation).
• Link to our www or to partners www/FB
• Surfing with the others: TV-shows, Frozen,
happenings
• And last but not least, Facebook Ads on
pictures,
used with caution.
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BUDGET, TARGETS AND RESOURCES
• 50.000 Euro for 3 years (2012 – 2014)
• Targeting:
- explorers interested in nature-based
holidays
- looking for enrichment
- motivated by: Seeing new places,
Experiencing a new country and new culture
- couples and individuals – no children in
party
- above average income and education
- age: 35-65 years.
• From one community manger to 3 overlapping
Photo: Terje Rakke/Nordic Life
After the first eight months:
• from 11.000 to 114.000 likes
• From 18% foreigners to 70% foreigners
• Over 20.000 "talking about" our pictures
every week ( more than about Olympics in
London 2012)
• Over 700.000 comments received
• Over 1 million engaged FB-users
RESULTS, THEN AND NOW
Photo: ©Foto: Steinar Skaar / Statens
vegvesen
14
SITUATION NOW:
• 134.800 likes
• 50% are women and 49% are men
• over 30% are aged 25-54
• about 22% are Norwegians
• Fab 5: Poland, India, Germany, USA
and UK
• Average post reach is 13.000 – 15.000
people
• Average 700 likes on post
Photo: Ole Jørgen Liodden/naturfokus.no
18
TARANTINO
PHENOMENON
"You really work in this
visual, emotional, cinematic
way... Then the effect
is...You can never really
hear that song again without
thinking about that image
from the movie…"
Quentin Tarantino
23
• over 630.000 saw the
picture
• 8.798 likes, 132
comments
• 1068 shares
WAVE:
#WhatDoesTheFoxSay
:
Photo: Ole J Liodden/nordnorge.com
WAVE:
The End of the
World • Almost 50.000 saw the
picture
• 5.945 likes, 208
comments
• 2.351 shares
Photo: ToFoto/nordnorge.com
36
CHALLENGES:
• Law of Diminishing
Returns
• Déjà Vu - Déjà Shared
• What if…?
• Big Politics Photo: Øystein Lunde Ingvaldsen/nordnorge.com
37
WHAT NOW?
• Sharing Inspiration and
Inspiring Sharing
• Co-curating
• Pro-active search for
“Ambassadors” on several
SoMe
TAKE-AWAYS:
• Find your “panda”
• Truth with
moderations
• The power of a good
sound-track/quote
- don’t CTRL+C/CTRL+V from
- learn from the audience
- careful with short-cuts
- but some stories are not
for everybody
Photo: Roy Mangersnes/wildphoto.no