Simone Kurtzke's presentation on VisitScotland's social media success at WTM Social Travel market

1. Year of Creative – Photo Competition
November 2012 by Simone Kurtzke, Social Media Manager
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2. YoC Photo Competition
Contents
•Objectives + Targets
•Strategy
•Results
•Campaign examples
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3. YoC Photo Competition
Objectives:
1.Generate a stock of images for VisitScotland to use on its social
media channels
2.Raise awareness of the Year of Creative Scotland 2012
3.Generate database acquisitions
Targets:
•No. of photos submitted (target 1,500)
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4. YoC Photo Competition
Strategy: “natively social” – consumer-led execution
•Easy participation, built-in sharing
•User-centric – make people part of campaign
•Small paid media buy to support organic social activity
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5. YoC Photo Competition
Results:
•1,200% above target (18.5k images submitted)
•£1.5m worth of images generated (1.5k high-quality images)
•CPA £4.36 (2,077 database acquisitions)
•93k web visits (over a quarter (25k) organic Facebook referrals)
•CIPR Pride Award nomination for ‘Best Use of Social Media’
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6. YoC Photo Competition
Campaign examples:
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7. YoC Photo Competition
Campaign examples:
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8. YoC Photo Competition
Campaign examples:
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9. YoC Photo Competition
Questions?
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