social innovation: strategic considerations for destination marketers | mark rybchuk | #somet15us...
TRANSCRIPT
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Social Innovation: Strategic Considerations for Destination MarketersThe Content Shift & Tearing Down the Walls
Mark RybchukSpecialist, State & Local Government@HootRybber
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Mark Rybchuk Specialist, State & Local
Government @HootRybber | [email protected]
Speaker
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• Current State of Social Business for Destination Marketers• Implementing Social Change & Strategic Considerations• Fireside Chat with Destination BC
Agenda
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The digital world then...
Customers seeking information
Website EmailForums Travel sites
Ads Search
Social
Destination Marketers
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The digital world now...
Destination Marketers
Website Email
Customers sharing information
Ads Search
Forums Travel sites
Social
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The Content Shift
City of New York
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● Captured the New York experience from New Yorkers
● Selected specific categories i.e. Arts & Institutions, Dining, Fashion, Sports, Nightlife, Regions, etc.
● Used hashtags to find power users and those sharing most and reached out
NYC & Company @NYCGO: See Your City
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Destination BC @HelloBC: #ExploreBC and Beyond
● Built individual connections by having individual conversations
● Used traditional advertising to support social
● Focused on engagement and value to drive lasting relationships
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Mark Rybchuk Specialist, State & Local
Government @HootRybber
Fireside Chat
Leah Poulton Social Media Manager,
Destination BC@HelloBC
Julia Crawford Social Media Specialist,
Destination BC@HelloBC
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Strategic Shift
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Pilot Vision and Approach
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Welcome Package
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Visitor Cards
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Best Practices
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Analytics
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Weekly Check-ins
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Network in Action
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Thank you!
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Mark RybchukSpecialist, State & Local Government@HootRybber