sunday education_destination marketing_content going viral_alice au
TRANSCRIPT
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#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
CONTENT GOING VIRAL Presented by Alice Au Director of Sales, International Congress Toronto Convention Bureau
SE01
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SOCIAL MEDIA & TOURISM TORONTO
Ø A communications approach used to disseminate inspiring content to travellers & conference delegates interested in Toronto as a leisure or meeting destination
Ø Not used to generate leads
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SOCIAL MEDIA & TOURISM TORONTO
TT Facebook Page – TT will post content to generate “Likes”
If TT members see something posted that they can relate their product/service to, they can engage in the conversation. Members can share their latest offers by getting engaged.
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SOCIAL MEDIA & TOURISM TORONTO
Use of Twitter to amplify the chat about great goings-on in Toronto by engaging with media, bloggers, members and visitors
Ø Three team members are charged with the task of highlighting the HOT Happenings for visitors & conference delegates to spark their interest / Followers retweet TT posts.
Ø Important to be authentic and respectful
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SOCIAL MEDIA & TOURISM TORONTO
used to house video content that reflects TT’s visual brand proposition as a travel & meetings destination
§ A good example is: WorldPride 2014 § International promo conducted two years prior § TT staff visited 12 global cities covering 98,000
miles / posted real-time photos + messages / Made new connections and broadened interest in the event
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SOCIAL MEDIA & TOURISM TORONTO
A YouTube video was produced to promote WorldPride 2014 and posted 6 months prior to event Social media combined with other marketing, communications and media initiatives helped to generate 2 million+ attendance over the 10-day event. Real-time tweets plus messages posted helped to generate re-tweets, which turned into Blog content
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SOCIAL MEDIA & TOURISM TORONTO
Video plays: 464,300 Post Likes: 21,642 Comments: 5,242 Facebook page Likes: 3,760
Video Views: 786,133 Clicks to Website: 32,964 Comments: 360
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PRIDE PARADE TORONTO 2014
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WORLD PRIDE TORONTO 2014
WORLDPRIDE VIDEO
What Pride Means To Us:
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h#p://www.seetorontonow.com/annual-‐events/toronto-‐pride-‐week/