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


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


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


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…


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

Print

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)


Foundation partner of Alpine Pearls

Sustainability and

softly mobile travel

30 villages in 6 countries:

AT, DE, IT, FR, SL, CH


Our Online Communication

Social Media

Campaigns Website

Customer Retention

Credibility

Collaboration

Google Ranking

Newsletter

Sales

Klicks, Requests,

Bookings

Customer Retention

Sales

Inspiration

Information

Booking


Website – Core Medium


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


Online Marketing: forms & goals

Ad goal

Ad form

Branding Customer

Acquisition

Sales Customer

Retention

Display Advertising +++ + +

Search Marketing +++ +++

Newsletter +++ +++

Social Media Marketing ++ ++


Social Media Prism

Concentration is best


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.


Facebook Fanpage

1133 likes

111 shares

24 comments


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


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 ;-)


Google +


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


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

http://www.berchtesgadener-land.com/




http://skifahren.berchtesgadener-land.com/















http://www.youtube.com/BGLT



















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


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)


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!


Thank you for listening

2 eden-koehl

Business

social video

social media guidelines

social channels partners

bavaria facebook

germany google

health guests

online marketing

bavaria youtube