Presentation on ECOLNET workshop, 29th of July 2012 in Tartu, Estonia : Promoting Estonia as a travel destination via social media

1. Promoting Estonia as a Travel
Destination via Social Media
Helene Lukke, M.Sc.
E-marketing coordinator
Enterprise Estonia, Estonian Tourist Board
helene.lukke@eas.ee
twitter.com/visitestonia

2. • What is Estonian Tourist Board’s
marketing team focusing on?
• visitestonia.com website
• Social media strategy and
implementation

3. Promoting Estonia as a Travel
Destination
• increase the awareness of potential target market tourists regarding the
possibilities and tourism products of Estonia as a tourism destination
• Marketing team: 2 e-marketing coordinators, 10 country managers, foreign
representatives
• Target markets 2011-2013:
- First Priority: Finland, Russia, Germany;
- Second Priority: Sweden, Norway, Latvia;
- Domestic Tourism;
- Third Priority: UK, Lithuania; Poland;
- Developing Countries: Italy, Spain,France;
- Extra activities : USA, China, the Netherlands, Japan, the Ukraine.

4. Estonian Tourist Board (ETB)
activities
Consumer 75%
•Campaigns
•Brochures and infomaterials
•PR
•Tourism fairs
Trade 25%
•Newsletters
•Infoseminars
•FAM trips
•Tourism fairs

5. visitestonia.com
website
•9 languages (ENG, FIN,
GER, SWE, RUS, LAT, CHI,
EST, RUS (local)
•database with 7000 sites
•1700 infosystem users
•In 2011:

6. In 2015…

7. How to attract more visitors to come to Estonia?
Social media?

8. Social Media Strategy –
step 1 -
Researches about
online-behaviour in
social media channels

9. The reason why people
use social media
• Material driven
• Impulsive
• Informational driven
Reasearch: UK Social Media Census 2011

10. How popular is social media?

11. What happens online?

12. Who uses which channels?

13. Social Media Strategy – step 2
• Where are we? Analysis of current
situatsion of ETB activities
• Where do we want to go? Analysis of
best-practices in tourism

14. Goals of social media
activities
• To increase visibility and connect with people
• Create a positive imago and make people talk about
Estonia
• to inspire the members of target groups to search for
additional information and to make a travel decision
• Create more visits to visitestonia.com

15. Main social media channels of
ETB

18. Measuring the results
01.01.2011-28.06.2011 vs
01.01.2012-28.06.2012

19. Takeaways
• A strategy is needed when many people are involved in social
media activities
• Set rules for:
- Who is responsible
- Posting language and style
- Freequancy and timing of postings
- Subjects to avoid
- Handling Negative Topics
• Combine social media with the main hub
• People share mostly fresh news, beautiful pictures, interesting
videos, big events, funny facts, unique sites, insider tips
• Experience and make it FUN

20. Thank You!
Helene Lukke
Estonian Tourist Board
helene.lukke@eas.ee