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Social Media Experiences Hotel Website Marketing Conference 24 th November 2009 Presented by Brian Harte Head of Customer Engagement and eMarketing Tourism Ireland

Tourism Ireland

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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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Page 1: Tourism Ireland

Social Media Experiences

Hotel Website Marketing Conference24th November 2009

Presented by Brian Harte

Head of Customer Engagement and eMarketingTourism Ireland

Page 2: Tourism Ireland

Tourism Ireland’s RoleResponsible for marketing the island of Ireland overseas as a holiday destination“ ”

Page 3: Tourism Ireland

41 Websites – 19 Languages12 m visits64 m page views2 m referrals

+28% vs 2008

Page 4: Tourism Ireland

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

Page 5: Tourism Ireland

Social Media: Tourism Ireland’s Perspective Here to stay Important Long-term

engagement

Page 6: Tourism Ireland

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

Page 7: Tourism Ireland

Social Media ApproachProcess: Use existing providers

& staff plus projects co-ordinator

Applications: Build appropriate apps & deploy

Amplification: calls to action, PR & publicity, advertising

Page 8: Tourism Ireland

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

Page 9: Tourism Ireland
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# Hashtags

#irelandoffer

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Lessons Learned

…not just for Christmas

Page 19: Tourism Ireland

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

Page 20: Tourism Ireland

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

Page 21: Tourism Ireland

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

Page 22: Tourism Ireland
Page 23: Tourism Ireland

Thank You

[email protected]