Best practices in social media for place branding
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This presentation was given during the Fest Open in Minsk on 20 June 2013. It is aimed at organisations that are looking into place branding on social media for the first time.
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Best practices in social media for place branding
- 1. ……………………………………………………………………………………….…. © 2013 Branding Places Best practices in social media for place brandingBy Daphné Kakaiya
- 2. ……………………………………………………………………………………….…. © 2013 Branding Places About me Online communications specialist Place branding enthusiast Worked with several places including Hubstart and Paris Region American-Venezuelan-Indian-French My first time in Minsk!
- 3. ……………………………………………………………………………………….…. © 2013 Branding Places What is social media today?
- 4. ……………………………………………………………………………………….…. © 2013 Branding Places About me Online communications specialist Place branding enthusiast Worked with several places including Hubstart and Paris Region American-Venezuelan-Indian-French
- 5. ……………………………………………………………………………………….…. © 2013 Branding Places Case study : Iceland wants to be your friend
- 6. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland The challenges • Financial struggles 2008 – IMF gave a $2.1 billion loan after several major Icelandic banks collapsed • Vague, unknown image
- 7. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland Some words that come to mind • Ice • Cold • Viking • Volcano • Eyjafjallajokull • Blue lagoon
- 8. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Website Call to action platform
- 9. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Website Why it works • Minimalist, simple design • Hand-typed “vintage” feel with letter font • Clearly communicated calls to action
- 10. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Blog Tourist’s voice
- 11. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Blog Why it works • Humor and quirky writing style • Diverse visuals • Search engine optimization
- 12. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Tumblr Informal micro-blog
- 13. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Blog Why it works • Consistent humor and quirky writing style • High interaction • Appeals to younger generation
- 14. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Facebook Likes & interaction
- 15. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland -Facebook Why it works • High interaction • A variety of media shared • Promotes other social media platforms
- 16. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Twitter Q&A
- 17. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Twitter Why it works • Consistent quirky tone • Questions and answers from Twitter users • A variety of media shared
- 18. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland – Vimeo&Flickr Visuals
- 19. ……………………………………………………………………………………….…. © 2013 Branding Places Iceland - Twitter Why it works • All visuals and videos stocked in one place • Interaction with other users
- 20. ……………………………………………………………………………………….…. © 2013 Branding Places Conclusions on Iceland case study Friendly & fun User-generated content Consistent message across all channels Actually makes people want to visit
- 21. ……………………………………………………………………………………….…. © 2013 Branding Places What people are saying
- 22. ……………………………………………………………………………………….…. © 2013 Branding Places Results Foreign visitors increased by 15.9% in 2012 while travel now accounts for5.9% of GDP, according to the Icelandic tourist board. “We've had this extraordinary growth in tourism in the last few years.” Iceland's president, OlafurRagnarGrimsson. Source: http://edition.cnn.com/2012/12/14/travel/iceland-tourism-grimsson
- 23. ……………………………………………………………………………………….…. © 2013 Branding Places TakkTakk – digital media agency http://www.takktakk.com/presents/icelandwantstobeyourfriend Step-by-step guide by TakkTakk
- 24. ……………………………………………………………………………………….…. © 2013 Branding Places Twitter : Rotation curation
- 25. ……………………………………………………………………………………….…. © 2013 Branding Places Sweden on Twitter The challenges • Sweden is one of the most expensive places in the world • Europe is struggling with rising living costs and high unemployment • Attracting new visitors and business in this environment Twitter provides a direct way of engaging with people immediately and around the world.
- 26. ……………………………………………………………………………………….…. © 2013 Branding Places Sweden – The founder of rotation curation Visuals
- 27. ……………………………………………………………………………………….…. © 2013 Branding Places @Sweden has inspired the creation of “rotationcuration” Leeds: @PeopleofLeeds Australia: @WeAreAustralia USA: @TweetWeekUSA, Mexico: @CuratorsMexico Basque: @BasquesAbroad Sweden
- 28. ……………………………………………………………………………………….…. © 2013 Branding Places Sweden “We're thrilled with the attention Curators of Sweden has received so far. The initiative is a part of a long- term communications strategy, focusing on engaging with the target group to raise awareness and curiosity about Sweden.” Maria Ziv, Director of Marketing at VisitSweden.
- 29. ……………………………………………………………………………………….…. © 2013 Branding Places Results After just 5 months KloutScore: 66 (Influential topics: Sweden, Travel & Tourism, Europe) Tweets: 9,000+ ReTweets: 7,800+ Mentions: 31,400+ Followers: 28,000+ (starting with 8,189) Source: http://www.reuters.com/article/2012/04/19/idUS203105+19-Apr-2012+GNW20120419
- 30. ……………………………………………………………………………………….…. © 2013 Branding Places Sweden Keeping some control • Famous American comedian campaigns to take over @Sweden • Swedish Institute remained faithful to the Swedish citizen rule
- 31. ……………………………………………………………………………………….…. © 2013 Branding Places Sweden Uncensored tweeting • Sonja Abrahamsson’s offensive tweets • Despite the controversy, Sweden stood by its values of freedom of speech • Shows the diversity in Sweden
- 32. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook: High interaction
- 33. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Obermutten Like the page, and get on the bulletin board
- 34. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Obermutten About Obermutten, Switzerland • Small village population 79 • 10 Facebook fans Sept 2011 – Today 45,000+
- 35. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Obermutten Stats (as of 2012) • Budget. 10,000 Swiss francs (about 8,300 €, £ 7,000 or $11,000) • ROI. 2.4 million Swiss francs media equivalent • Reach. 60 million, fans from 32 countries on every continent • Activity. Most active Facebook page in Switzerland • Engagement. 4 out of 5 fans interact with the page – more than Lady Gaga, Justin Bieber and Coca Cola • Competition. More Facebook fans than Saint Moritz, Helsinki and Florence • Website traffic. +250% traffic to the Graubünden tourism website • Kudos. Thousands have promised to visit, hundreds already have Source: http://youtu.be/e91c0mWP960 More info: http://www.brandingplaces.com/2012/02/16/facebook-for-place-branding-done-right-the-obermutten-story/
- 36. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – It’s Colombia, NOT Columbia Getting the facts right about Colombia
- 37. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – It’s Colombia, NOT Columbia Some words that come to mind • FARC • Drug traffic • Coffee exportation • Salsa dancing • Beautiful women
- 38. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – It’s Colombia, NOT Columbia The challenges • Outdated impressions of the country • Traditional media’s focus on insecurity and drugs • Disregard for the country as a whole Using Facebook to bring attention to the positive changes.
- 39. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – It’s Colombia, NOT Columbia About It’s Colombia, NOT Columbia campaign • Started by Zemoga, digital agency in February 2013 • 15,000+ fans in just 4 months • Not denying the facts, but showing another facet • Grassroots
- 40. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Australia The most popular destination Facebook page
- 41. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Australia History • May 2010: strategy pivot for Facebook page • Summer 2011: Shift focus from foreigners to citizens • April 2012: Users can add their own photos to the Timeline
- 42. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Australia This user-submitted photo received 70,000 likes!
- 43. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Australia Metrics used • Reach. how much of our target demographic we are reaching. • Engagement.how people are interacting with and sharing our content. • Conversion. How many people we can move to the next phase of the travel purchase cycle. • Work closely with industry partners to figure out which activities lead to actual bookings.Top secret for now! Source: http://www.tnooz.com/2013/02/27/news/in-a-qa-tourism-australia-reveals-the-secrets-of-its-facebook-dominance
- 44. ……………………………………………………………………………………….…. © 2013 Branding Places Facebook – Australia Learn more about Australia’s success on Facebook http://www.slideshare.net/TourismAustralia/the-worlds- biggest-social-media-team-16545786
- 45. ……………………………………………………………………………………….…. © 2013 Branding Places Place branding “oops” moments in social media
- 46. ……………………………………………………………………………………….…. © 2013 Branding Places “Oops” moments – Denmark Karen video goes viral • Danish women looking for the father of her baby • Video goes viral trying to help Karen • Denmark’s image tainted when it is known that Karen is an actress
- 47. ……………………………………………………………………………………….…. © 2013 Branding Places “Oops” moments – France Non-authentic photos • Photos depicting beaches in Northern France were actually taken in South Africa • Ads posted in London, where error was discovered • Error was rectified in following campaigns
- 48. ……………………………………………………………………………………….…. © 2013 Branding Places “Oops” moments – New York City Marketing-heavy conversation • Little to no interaction with users on Twitter • One-way conversation • 11 multilingual accounts only promote events
- 49. ……………………………………………………………………………………….…. © 2013 Branding Places Social media trends for 2013
- 50. ……………………………………………………………………………………….…. © 2013 Branding Places Social media trends • Smartphones. Users scroll fast so you have a fraction of a second to capture their attention • Instagram. As Facebook acquired Instagram, more photos are coming in from it • China. Extending reach on SinaWeibo and Tudou • Legal rights. Provide terms and conditions for user- submitted photos
- 51. ……………………………………………………………………………………….…. © 2013 Branding Places Checklist for getting social media right
- 52. ……………………………………………………………………………………….…. © 2013 Branding Places Checklist for getting social media right Give power to the users Let the users help tell the story Encourage users to share photos, experiences, etc. in real-time Give up control and facilitate conversations Get stakeholders involved Make it worth their while for people to share Don’t sweat the negative comments Define your place’s voice and stick to it Curate content Test & learn
- 53. ……………………………………………………………………………………….…. © 2013 Branding Places Thanks! Thank you very much for your attention! Any questions? Daphné Kakaiya Social media specialist & place branding researcher Email: daphne@brandingplaces.com Blog: http://brandingplaces.com
Hinweis der Redaktion
- A great case study of how to run a consistent theme, message and identity across multiple platforms – where they can all build upon each other, rather than be diluted
- Overwhelmed? Social media can be messy when unfocusedMany choices, choose the ones that work best for your placeStart on one, get it right, and then branch into another
- A great case study of how to run a consistent theme, message and identity across multiple platforms – where they can all build upon each other, rather than be diluted
- The minimalist design ensures that there is no distraction for the visitor; no menus, side bars, feeds or popups. When you go to this site, you’re almost compelled to click on one or more of the links, because there’s nothing else to do!
- * This Twitter page is labor-intensive.
- I just discovered Iceland’s tumblr account and it’s so hilarious and cute, and makes me want to go real real bad. Frankly it’s had me at halló. I’m almost convinced that I should buy a plane ticket and visit its “forbidding interior” for myself. Me: This is my favorite place branding campaign!
- Sweden is one of the most expensive places in the world Attracting new visitors and business is problematic at a time when much of Europe is struggling with rising living costs and high unemployment
- Showing your true (and diverse) colors: lesbian truck driver, organic sheep farmer, a female priest, a teenage in high school, and Bosnian immigrant
- STORY: A recent minor scandal in the United States: a state legislator from Michigan was barred from speaking on the House floor last week because she used the word “vagina” during a debate over proposed abortion legislation.
- Homemade (no expensive design or graphics)Went global
- STORY: In 1988, for example, TIME magazine came out with an article headlined “Colombia The Most Dangerous City In The World” and they were referring to Medellín the city. It’s like they had so little interest in even saying the name correctly that they confused a city with a country.Ironically in 2012 Medellín was nominated as one of the three most innovative cities in the world along with New York and Tel Aviv. This is the type of drastic change that Colombia has seen. Medellín went from being a blacklisted city, with one of the highest indexes of crime in the world, to being one of the world’s most innovative cities.
- Didyou know? Colombia exports digital services to clients like Toyota, Nissan, BMW and Sea WorldSTORY: Zemoga’s ultimate goal is to show other places that they, too, can change their struggling image through social media
- A key moment came on May 22, 2010, when Tourism Australia invited fans to submit their snapshots informally for its first Friday Fan Photos album + hired community manager April2011: Timeline for pages where citizens can add their own photos
- Didyou know? Colombia exports digital services to clients like Toyota, Nissan, BMW and Sea World
- Results: International spend and arrivals are up this year. Although it’s impossible to attribute all of this to our social activities, we do know that online advocacy plays an important part in any travel decision.
- Results: International spend and arrivals are up this year. Although it’s impossible to attribute all of this to our social activities, we do know that online advocacy plays an important part in any travel decision.
- A word on authenticity STORY: L'erreur a étéremarquée par le photographe de mode Bradford Bird. S'ilvitàLondresaujourd'hui, il a grandidans la banlieue du Cap et connaîtbien la plage en question. "J'aigrandiàLlandudno et j'aireconnu la plagedèsque je l'aivue", a-t-ilexpliquéà la pressebritannique. "J'aitrouvéçaculotté et j'aidoncpostéune photo de l'affichesur ma page Facebook.”
- Foreign language accounts could be used more efficiently by providing tourism tips, etc.
- STORY (Stakeholders): Pro Dive, a diving company in Australia installed 3G connections on their boats going to the Great Barrier Reef so customers could post photos and video in real time between dives.STORY (worth their while): By submitting photos with a logo photographers, tour guides, etc. are able to promote their businesses too