Social Media Trends for Tourism Boards in 2015

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This presentation benchmarks 2014 social media activity among DMOs, highlights which metrics matter on social media, and examines several practical case studies.

Viajes

Social Media Trends for
Tourism Boards
Joyce Manalo
Data Analyst/Reporter at Skift
#SoMeT14US @sometourism@jjoycemanalo @skift

SkiftIQ: Destinations vs Top Travel Verticals
 Within the travel industry,
Destinations bests Hotel
Brands on social media
presence
 Airlines and media lead in
acquisitions
Source: SkiftIQ
#SoMeT14US @sometourism @jjoycemanalo @skift

Perspective: Social Media Competitive Landscape
Source: International Tourism, The World Bank
#SoMeT14US @sometourism @jjoycemanalo @skift

Forget social reach.
Keep an eye on engagement.
Focus on the quality of your community.
#SoMeT14US @sometourism @jjoycemanalo @skift

VISIT CALIFORNIA @VisitCA #VisitCA
#SoMeT14US @sometourism @jjoycemanalo @skift
YouTube & Online Integration:
DREAM365 & 24 Hours, 24 Dreams
(Feb ’14)
Storytellers
- Bob Burnquist & Edward Sharpe
Results / Conversions
Website visitation lift two days after
the YouTube takeover 306% in U.S.,
165% in Canada, and 920% in UK
Source: Visit California and Google
TELL
THE
STORY

PURE MICHIGAN
@puremichigan #puremichigan
Gaming Facebook:
Focus on creating quality
posts to inspire quality
comments
Reward fans for quality of
interactions
Pure Michigan has the
most active community
on Facebook at 7.57%
#SoMeT14US @sometourism @jjoycemanalo @skift
FOCUS
ON
QUALITY

TOURISM AUSTRALIA @australia
#seeaustralia #restaurantaustralia
#SoMeT14US @sometourism @jjoycemanalo @skift
SHARE
THE
BOUNTY
Restaurant Australia (May 2014)
International Campaign
Socially Integrated on Twitter and Instagram
Results: #RestaurantAustralia
TW: 27,800+ IG: 20,575+

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Social Media Trends for Tourism Boards in 2015

1. Social Media Trends for Tourism Boards Joyce Manalo Data Analyst/Reporter at Skift #SoMeT14US @sometourism@jjoycemanalo @skift

2. SkiftIQ: Destinations vs Top Travel Verticals  Within the travel industry, Destinations bests Hotel Brands on social media presence  Airlines and media lead in acquisitions Source: SkiftIQ #SoMeT14US @sometourism @jjoycemanalo @skift

3. Perspective: Social Media Competitive Landscape Source: International Tourism, The World Bank #SoMeT14US @sometourism @jjoycemanalo @skift

4. Forget social reach. Keep an eye on engagement. Focus on the quality of your community. #SoMeT14US @sometourism @jjoycemanalo @skift

5. VISIT CALIFORNIA @VisitCA #VisitCA #SoMeT14US @sometourism @jjoycemanalo @skift YouTube & Online Integration: DREAM365 & 24 Hours, 24 Dreams (Feb ’14) Storytellers - Bob Burnquist & Edward Sharpe Results / Conversions Website visitation lift two days after the YouTube takeover 306% in U.S., 165% in Canada, and 920% in UK Source: Visit California and Google TELL THE STORY

6. PURE MICHIGAN @puremichigan #puremichigan Gaming Facebook: Focus on creating quality posts to inspire quality comments Reward fans for quality of interactions Pure Michigan has the most active community on Facebook at 7.57% #SoMeT14US @sometourism @jjoycemanalo @skift FOCUS ON QUALITY

7. TOURISM AUSTRALIA @australia #seeaustralia #restaurantaustralia #SoMeT14US @sometourism @jjoycemanalo @skift SHARE THE BOUNTY Restaurant Australia (May 2014) International Campaign Socially Integrated on Twitter and Instagram Results: #RestaurantAustralia TW: 27,800+ IG: 20,575+

Social Media Trends for Tourism Boards in 2015

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