SOCIAL MEDIATOURISM AUSTRALIA'SRESPONSE TO COVID-19

There’s Still Nothing Like Australia

Tourism Australia

TODAY WE WILL COVER1. Navigating Tourism Australia's Social Media through Covid-19

2. Insights & Tips for the Industry

3. Q&A

CLiCk TO EDiT MASTER TExT

STYLESIntro Body TextWhat’s Covered

Opening LinesRelevant Quote

There’s Still Nothing Like Australia

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Tourism Australia

SOCiAL MEDiA RESPONSE TO COViD-19

There’s Still Nothing Like Australia

Tourism Australia

COViD-19 SOCiAL RESPONSE

CRISIS RECOVERY NEW NORMALITY

PANIC RiSiNg OPTiMiSMRESTRICTED MOVEMENT FREE MOVEMENT

Fear & trepidation Frustration & boredom Exasperation + optimismEnthusiastic & adventurous

There’s Still Nothing Like Australia

Tourism Australia

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REACT PIVOT19 MAR

BORDER CLOSURE ANNOUNCED

20 MARiNFORM

Acknowledge, empathise & set audience expectations

21-30 MARENCOURAgE DREAMiNg

Frequency reduced, new tone adopted based on audience sentiment, and approach reviewed and adapted daily to ensure content is relevant and appropriate

There’s Still Nothing Like Australia

Tourism Australia

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We are using the concept of"With Love from Aus" as an act of friendship and an uplifting message to Australians and the world that Aussies will be ready to welcome visitors with open arms when the time is right.

RESPOND IDEA

There’s Still Nothing Like Australia

Tourism Australia

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REEMERgE WORkSTREAMS

STRATEgY CONTENT AMPLiFiCATiON• Social audience deep-

dive & growth strategy• Social integration with

Australia.com• Measurement &

benchmarks

• Messaging refresh• Exploring new formats• New stories (roadtrips,

itineraries, our people, Indigenous experiences, etc.)

• Paid media strategy• Social collaborations

with Friends of Australia

CLiCk TO EDiT MASTER TExT

STYLESIntro Body TextWhat’s Covered

Opening LinesRelevant Quote

There’s Still Nothing Like Australia

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Tourism Australia

INSIgHTS & TIPS

There’s Still Nothing Like Australia

Tourism Australia

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SOCiAL MEDiA USAgE IS SkYROCkETINg

+61%social

media usage

> 200% Increase in live

views

58% increase in

usage

1000% increase in group

calls

27%increase in

engagement

There’s Still Nothing Like Australia

Tourism Australia

CONVERSATION IS SHIFTINg

Fear is starting to subside

Last week is the first time the proportion of Australian consumers

who are ‘scared of Covid’ has decreased, while the percent of

consumers confident that the health services can handle the situation has

increased

Experiences are going virtual

Use of social livestreaming has doubled, with people looking for leisure activities they can do at home. Visits to recipe &

gaming sites have increased, while historic landmarks (like the Great Pyramid of Giza and The Met) have

opened for 'online visitation'.

People are dreaming

While the cancellation rates are still steady, and new bookings haven't

yet begun, conversation about traditionally popular tourist

destinations has started to increase across Facebook & Instagram

There’s Still Nothing Like Australia

Tourism Australia

TiPS FOR MANAgiNg YOUR RESPONSE ON SOCiAL

There’s Still Nothing Like Australia

Tourism Australia

Of consumers believe businesses should be

taking care of employees' health

78%

1Keep yourself, your employees and your customers safe and informed

STAY SAFE

Stay up to date with the latest news & regulations surrounding Covid-19 in your area so that you can respond quickly to developments that may impact your business.

Where appropriate, communicate with your audience about measures you are taking, or that they can take, to stay safe during this time.

There’s Still Nothing Like Australia

Tourism Australia

PiN iMPORTANT POSTS TO THE TOP OF YOUR FEED

RAMP UP YOUR CUSTOMER SERVICE

FACT CHECk BEFORE YOU SHARE

Be transparent & responsive as news continues to evolve

TRANSPARENT & RESPONSiVE2

Be quick, clear, accurate and transparent with your audience regarding news about the evolving situation as it pertains to your business.

Be consistent about how to respond to questions in public forums and do your best to pull negative conversations into a private channel.

There’s Still Nothing Like Australia

Tourism Australia

MY TONE IS APPROPRiATE FOR THE CURRENT MOOD OF MY COMMUNiTY

I'VE CONSIDERED WHETHER MY LANgUAgE MIgHT DRiVE UNiNTENDED NEgATiVE RESPONSE

MY CONTENT DOES NOT iN ANY WAY CONTRADiCT CURRENT POLiCY OR SAFETY MEASURES

MY CALL TO ACTION IS RELEVANT

I HAVE ALL THE LATEST INFORMATION gUIDINg MY DECISION TO POST

Be sensitive to changing audience sentiment

CHECk YOUR 'SENSiTiViTY FiLTER'3

It's more important now than ever to make sure you're thinking audience first.

Be empathetic to the worries and anxieties your audience might have during this period to ensure that your content is relevant and appropriate.

There’s Still Nothing Like Australia

Tourism Australia

Consider taking some time to upskill or refresh your strategy

TAkE ADVANTAgE OF FREE TRAiNiNg4

INSTAgRAM & FACEBOOk

https://www.facebook.com/blueprint

TWITTER

https://www.twitterflightschool.com/

gOOgLE

https://skillshop.exceedlms.com/

STAY TUNED FOR MORE FROM TOURISM AUSTRALIA ...

ExAMPLES

There’s Still Nothing Like Australia

Tourism Australia

Get creative, get involved & join us in encouraging dreaming!

ENCOURAgE DREAMiNg5

gO ViRTUAL

DISTRACT

ENTERTAIN

There’s Still Nothing Like Australia

Tourism Australia

TiPS FOR MANAgiNg YOUR RESPONSE ON SOCiAL

2 3 5

Be transparent & responsive as

news continues to evolve

Be sensitive to changing audience sentiment

Get creative, get involved & join us

in encouraging dreaming!

1

Keep yourself, your employees

and your customers safe and informed

4

Consider taking some time to

upskill or refresh your

strategy

There’s Still Nothing Like Australia

Tourism Australia

CONTACT US WE WANT YOUR CONTENT

#SEEAUSTRALiA@AUSTRALiA

SOCiALMEDIA@TOURiSM.AUSTRALiA.COM

Soothing scenery And moreUplifting wildlife

COMINg SOON …

THANk YOU#SEEAUSTRALiA