tourism ireland’s digital footprint embracing new digital opportunities - sarah fitzpatrick
DESCRIPTION
Digitalna sled Tourism Ireland-a - kako izkoristiti nove digitalne priložnosti? (Sarah Fitzpatrick, Tourism Ireland)TRANSCRIPT
Tourism Ireland’s Digital Footprint
Embracing New Digital
Opportunities
Tourism Ireland – marketing the
island of Ireland internationally
as a holiday destination
“The amount of stuff you shared
today is double the amount of
stuff you shared a
year ago and half the amount you
will share a year from now”
Zuckerberg’s Law of Social
Sharing (2008)
Tourism Ireland’s Digital Footprint
13.5m WEB VISITS
22% FROM MOBILE
DEVICE
60m EMAILS SENT
+21% PAGE VIEWS
Social Media Reach
158k Followers
#3 in the world
2.4m+ Fans
Avg. 200 Friends
Reach of 480m+ (750m by 2016)
#4 in the world
#2 in the world
13.9m views
Social Media in Action
• Engaging
• Timely
• Striking Imagery
Content Marketing
Reaching out to new audiences, capturing
their attention by appealing to their
specific interests and linking those
interests to a holiday in Ireland
The Global Ireland Purchase Funnel
Ireland.com
Game of Thrones
• Promoted Tweets and Facebook
posts targeted to Game of Thrones
fans
• Scheduled in line with TV series
broadcasts
• Excellent engagement rates
• Exceeded Twitter benchmarks with
record engagement levels
Commander Hadfield • 1.15million Twitter
followers
• Tweeting pictures of Ireland from space aboard ISS
• Invited him to come to experience it on earth
• Content Marketing leveraging his following to reach a new audience
Kimye Honeymoon • Kim Kardashian & Kanye West
got married earlier in 2014
• Honeymoon destination was
kept secret until it was revealed
they were in Ireland
• Opportunity to leverage timely
news event by creating a piece
of content responding to the
news and highlighting Ireland as
destination
• Content Marketing and PR
activities to share video content
Content Marketing Process
Content Creation
Translation & Localisation
Content Publishing
Advertising Channel Selection
Advertising Creation
Paid Content Seeding
Performance Optimisation
Reporting Continuous
Improvement
Operational Impact
• Processes & people
• Nimble - Always On
• New approach to Media Buying
• New approach to Content Creation
What’s next? • Increased Content Marketing
activities
• More nimble
• Increased targeting
• Exploring new social platforms
• Experimenting with new
content formats
• Monitoring new digital developments for potential opportunities
Thank you