Itbetw österreich werbung_nitz
1 like639 views
The Austrian National Tourist Office developed a social media strategy to position Austria as a tourism destination online. They began exploring social media in 2006 with their first blog and expanded their presence to include Facebook pages, YouTube, mobile apps, and partnerships. Their digital media team monitors various platforms and supports regional offices. Key goals are to cultivate the "Vacation in Austria" brand online through owned, paid, and earned media while measuring impressions, users, and engagement over time.
Itbetw österreich werbung_nitz
- 1. Social Media Olaf Nitz Head of Digital Media Strategy From Exploration to Strategy Austrian National Tourist Office
- 2. Agenda • Why a Social Media Strategy? • Exploring Social Media • How we do it • Social Media Strategy
- 3. 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
- 4.
- 5. WHY A SOCIALMEDIA STRATEGY?
- 6. Development of Technologies Visibility Technology Productivity Maturity Source: Gartner, Mastering the Hype Cycle
- 7. Development of Hypes Visibility Many providers Hype in mass media Negative press Consolidation of providers 20-30% of potential users Early Adopter First products on Best practices the market Less than 5% 3rd generation of products„ of potential users „Out of the Box“ VC for start-ups 2nd generation of products R&D Technology Peak of Slope of Plateau of Trough of Inflated Enlightenment Productivity Trigger Disillusio Ex- nment pectations Maturity Source: Gartner, Mastering the Hype Cycle
- 8. Who is responsiblefor Social Media?
- 9.
- 10. 2006: Our firstblog
- 11.
- 12.
- 13.
- 14. Social Media onthe website
- 15. Social Media onthe website
- 16. Social Media onthe website
- 17. Social Media onthe website
- 18. Social Media aspart of Campaigns
- 19.
- 20.
- 21.
- 22.
- 23. B2B: Travel 2.0Guides http://blog.austriatourism.com/travel-2-0-guide/
- 24. Digital Media Strategy HOWWE DO IT
- 25. Digital Media Areas/ Teams Coordination of website Content content, online portals, newsletters & Newsletter, digital campaigns Online- Monitoring, campaigns Innovation & Know How controlling & support of the market offices Digital Media Strategy Content research Digital platforms Monitoring & Web & Mobile Service in Social Media Brand Content BM / SDM BM / Brandcontent IMM / E-Marketing IMM / Infos / Service Market Offices
- 26.
- 27. Digital Media Strategy …TOSTRATEGY
- 28. 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
- 29. Digital strategic goal „Strong brand presence on the internet“
- 30. The Digital Realm Control • Ratings & Communities Owned • User Content in Media Social Media • Website • Facebook Paid Pages Media • Mobile Apps Earned Media • Banner /Display Ads • SEM Reach
- 31. Key Measures inSocial Media 1. 2. 3. Listen Engage Support • Get feedback • Distribute content • Online • Product development • Become a member of Tourist Information the community • Dialogue with guests
- 32.
- 33. Impressions austria.info iPhone Apps Facebook 2006 2007 2008 2009 2010
- 34. Users from Facebook Steady growth!
- 35. Thank you verymuch! Dipl. Des. Olaf Nitz, BSc Head of Digital Media Strategy Austrian National Tourist Office [email protected] www.austriatourism.com xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz