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Transcript of 2 eden-koehl
Berchtesgadener Land Tourismus, Folie 1
Eden Network Meeting 2013
Social Media as a central part of
Tourism Communcation to guests and partners
Stephan Köhl, Berchtesgadener Land Tourism, Bavaria
Berchtesgadener Land Tourismus, Folie 2
Key facts of Berchtesgadener Land
Topic Key tourism figures
KPIs 0.7 Mio arrivals, 3.4 Mio overnights,
5 nights Ø, 70% Summer, 91% Germans,
4 Mio day trippers
Accomodation 3000 Guest houses, 33.000 Beds
DMO BGLT Regional Tourism Marketing Org.
14 Employees, 1.8 Mio. € Budget/year
14 Villages, 100.000 Inhabitants
Top Sights National park, Lake Königssee, Saltmine,
Mount Watzmann, 2 Spas, Museums etc.
>1000 km hike trails
Berchtesgadener Land Tourismus, Folie 3
BGLT „Strategy house“
Nature experience
Health tourism
Vision BGLT 2020: The most attractive holiday region of Germany stands for high quality
nature experiences and health tourism
Tradition & Culture
Sports & Outdoor
Restaurants & Shopping
Target groups: Nature lovers, Health guests, Families, Day Trippers
Innovation & Sustainability
Berchtesgadener Land Tourismus, Folie 4
Guests want Sense & Sustainability
Change in Values
1. Duty Culture: Effort, Diligence, Loyality…
2. Hedonism: Fun & Action…
3. Sense & Sustainability:
Spirituality, Nature, Engagement…
Tourism today must be meaningful and sustainable
but also meet basic needs like Performance, Fun, Service Quality
and have a good price-performance ratio…
Berchtesgadener Land Tourismus, Folie 5
Print Direct Mailing
Ads
Posters
Website
Newsletter Social Web
Press
Trade Fairs TV/Radio
Sustainable Marketing
Sustainable „green“ Marketing
Reduce energy & resources needed
Concentrate on near source markets
Get expectations right
Invest in regular guests engagement
Trade Fairs
Direct Mailing
Ads
Posters
Press
Website
Classical Marketing
High amount of paper/resources
Little research and feedback
Time lag (not up-to-date)
Berchtesgadener Land Tourismus, Folie 6
Foundation partner of Alpine Pearls
Sustainability and
softly mobile travel
30 villages in 6 countries:
AT, DE, IT, FR, SL, CH
Berchtesgadener Land Tourismus, Folie 7
Our Online Communication
Social Media
Campaigns Website
Customer Retention
Credibility
Collaboration
Google Ranking
Newsletter
Sales
Klicks, Requests,
Bookings
Customer Retention
Sales
Inspiration
Information
Booking
Berchtesgadener Land Tourismus, Folie 8
Website – Core Medium
Berchtesgadener Land Tourismus, Folie 9
Review/Scoring Platforms
Why do we support review platforms?
Because our guests…
Read reviews
Trust reviews
Book on review platforms
Our way: TrustYou Scoring
We co-operate closely with platforms
We enable and train our hosts
Our experience: Hosts that work for
their online reputation have better
quality and performance
Berchtesgadener Land Tourismus, Folie 10
Online Marketing: forms & goals
Ad goal
Ad form
Branding Customer
Acquisition
Sales Customer
Retention
Display Advertising +++ + +
Search Marketing +++ +++
Newsletter +++ +++
Social Media Marketing ++ ++
Berchtesgadener Land Tourismus, Folie 11
Social Media Prism
Concentration is best
Berchtesgadener Land Tourismus, Folie 12
Blog – Social Media Central
Goals
Opinion Leadership: guests & partners
Authenticity, Credibility, Feedback
Google Ranking
Step by step
Read, Listen, Learn…
Define content and authors
Write personal tips and stories
Link to website and share everywhere
BGLT: Top of Bavaria
Blogmaster & 10 external Authors
>1000 Articles (plan 1h per article)
>150.000 visits/year, >1000 likes/art.
Berchtesgadener Land Tourismus, Folie 13
Facebook Fanpage
1133 likes
111 shares
24 comments
Berchtesgadener Land Tourismus, Folie 14
Facebook Partner Promotion
Regional Co-Branding Page
„Meta Page“ for all Partners
Social Media Workshops
Social Media Support
Active Cross-promotion
Meta Page
Region Page
Berchtesgadener Land Tourismus, Folie 15
YouTube Video Content
We produce a Social Video
every week and own all
rights
We integrate video on our
website and share it on all
other social channels
Partners integrate video
content on their websites
and social channels
>1200 Abos
Backdoor into Google ;-)
Berchtesgadener Land Tourismus, Folie 16
Google +
Berchtesgadener Land Tourismus, Folie 17
Berchtesgadener Land Tourismus, Folie 18
Online Channels (compared to DMOs)
Website Top10 Bavaria > 1.5 Mio. visits/year
Campaigns Top10 Bavaria > 100.000 visits/year
Newsletter Top10 Bavaria > 62.000 adresses
Blog: Top of Bavaria > 150.000 visits/year
Facebook: Nr. 3 Bavaria > 28.000 Fans
YouTube: Top of Germany > 1.200 Abos
Google Plus Top of Germany > 6.000 Followers
Pinterest: Top of World > 5.400 Followers
(Twitter, Flickr, Seniorbook pages…)
Strategy First to define Social Media Guidelines
Reviews First to fully integrate TrustYou Score
Events SpaCamp 3 Times in BGL
Berchtesgadener Land Tourismus, Folie 19
Platform-Links
http://www.berchtesgadener-land.com
http://skifahren.berchtesgadener-land.com
http://www.berchtesgadener-land.com/de/newsletter
http://blog.berchtesgadener-land.com/
https://www.facebook.com/BGLTourismus
www.youtube.com/BGLT
https://plus.google.com/109472595017244738809
http://www.pinterest.com/bglt/
https://twitter.com/bgltourismus
http://www.seniorbook.de/berchtesgadener-land
http://www.holidaycheck.de/destination-Reiseinformationen_Berchtesgadener+Land-did_105.html
Berchtesgadener Land Tourismus, Folie 20
Social Communication is sustainable
The setup of Social Media Channels gives you and your
guests and partners additioanl value and new
communication channels that are…
Collaborative
Trustworthy
Engaging
Caring >>> Love Brands
Berchtesgadener Land Tourismus, Folie 21
Brand Values in limbic map of emotions
June 2013: External brand value analysis from 800
Social Media Texts about „Berchtesgadener Land“
(Limbic Map H.-G. Häusel)
Berchtesgadener Land Tourismus, Folie 22
Learnings
Our success factors:
We started 2009
Top down & Bottom up:
think online and
motivate employees to join in
Budget & Team:
Great Social Media Master
3 Persons in online department
25% Online Budget
Strategy/Goal: Customer retention
Concentration
on Top10 Social Media Platforms
What can a small DMO do?
Think online/collaborative
Top3: Blog, Facebook, Google+
Motivate volunteers
Work with passion
Dont wait, start now!
Berchtesgadener Land Tourismus, Folie 23
Thank you for listening