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Brian Harte from Tourism Ireland shares their social media marketing lessons. Comment now at www.hotelwebsitemarketing.com/blog
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Social Media Experiences
Hotel Website Marketing Conference24th November 2009
Presented by Brian Harte
Head of Customer Engagement and eMarketingTourism Ireland
Tourism Ireland’s RoleResponsible for marketing the island of Ireland overseas as a holiday destination“ ”
41 Websites – 19 Languages12 m visits64 m page views2 m referrals
+28% vs 2008
Importance of OnlineOnline Advertising: all standard
formats (banners, skys, MPUs), rich media
Partnership Media Promotions: joint campaigns e.g. Lastminute, Expedia, Tripadvisor
Email Marketing: TI database, cold data, media partner databases
Search Engine Marketing: over €700,000 invested in 09, 2,000+ key search terms
27% of 2010 marketing spend online
Social Media: Tourism Ireland’s Perspective Here to stay Important Long-term
engagement
Our Social Media Strategy
1. Social Media Capability2. “Platform” presence on key media3. Social Media Campaign Component4. Online PR5. Customer Service6. Promote internal skills & knowledge
Social Media ApproachProcess: Use existing providers
& staff plus projects co-ordinator
Applications: Build appropriate apps & deploy
Amplification: calls to action, PR & publicity, advertising
Activities to Date
• Social marketing ‘toe-dip’– Facebook, WAYN, Youtube, Flickr, Blog
• Market campaigns– Facebook, Twitter, Hyves, MySpace– Mixed success
• Formal Start of Activities– Central & market Twitter streams– Central & market Facebook pages– Market-specific Media
# Hashtags
#irelandoffer
Lessons Learned
…not just for Christmas
Lessons Learned• Be wary
– Difficult to Manage– Very time consuming– Hasn’t yet been proven in delivering sales– “sales as a side effect”– Objective setting & measurement challenging
• Needs…– Process– Consistency– To be appropriate to the medium
• What works?– Personal approach, images, incentives, service
Recommendations• Engage with Trip Advisor & other review sites• Monitor & listen to main social media
– Particularly Facebook, Twitter, travel boards• Contribute
– For example, let Tourism Ireland amplify, tweet at us, use #IrelandOffer
– Talk to our users, interact on our Facebook pages• Start your own
– But be careful, do it sustainably– Remember it’s a network, so interact to amplify – Maintain personal contact & incentivise with offers
Get Involved -Tourism Ireland’s Industry Opportunities
• Ensure your record in Fáilte Ireland/ NITB databases is up to date
• Provide offers to Fáilte Ireland/ NITB to be used on discoverireland.com
• Stand out through good offers, not necessarily the lowest price
• Visit www.tourismirelandindustryopportunities.com
Thank You