1. Social Media Olaf Nitz
Head of Digital Media Strategy
From Exploration to Strategy Austrian National Tourist Office
2. Agenda
• Why a Social Media Strategy?
• Exploring Social Media
• How we do it
• Social Media Strategy
3. Who we are – some facts
• The Austrian Tourist Office (Österreich Werbung) ist
the national tourism marketing organization for the
country of Austria. The ATO is funding by the Austrian
Federal Government (75%) and the Austrian Chamber
of Commerce (25%), but also acts as a fee based
marketing agency for Austrian tourism interests.
• Worldwide Staff: 230
• President: BM Dr. Reinhold Mitterlehner, Minister for
Economics , Republic of Austria
• CEO: Dr. Petra Stolba
6. Development of Technologies
Visibility
Technology Productivity
Maturity
Source: Gartner, Mastering the Hype Cycle
7. Development of Hypes
Visibility
Many providers
Hype in mass media Negative press
Consolidation of providers 20-30% of potential users
Early Adopter
First products on
Best practices
the market
Less than 5% 3rd generation of products„
of potential users „Out of the Box“
VC for
start-ups 2nd generation
of products
R&D
Technology Peak of Slope of Plateau of
Trough of
Inflated Enlightenment Productivity
Trigger Disillusio
Ex-
nment
pectations
Maturity
Source: Gartner, Mastering the Hype Cycle
25. Digital Media Areas / Teams
Coordination
of website Content
content, online portals,
newsletters & Newsletter,
digital campaigns Online-
Monitoring, campaigns
Innovation
& Know How controlling &
support of the
market offices
Digital Media
Strategy Content research
Digital
platforms Monitoring &
Web & Mobile Service
in Social Media
Brand Content
BM / SDM BM / Brandcontent IMM / E-Marketing IMM / Infos / Service Market Offices
28. Corporate goals
• Our strategic goals are to
– Position
– Cultivate
– Develop
the umbrella brand, “Vacation in Austria”
• To generate growth and value for the Austrian tourism
and leisure industry
30. The Digital Realm
Control
• Ratings &
Communities
Owned • User Content in
Media Social Media
• Website
• Facebook Paid
Pages Media
• Mobile Apps
Earned
Media
• Banner /Display Ads
• SEM
Reach
31. Key Measures in Social Media
1. 2. 3.
Listen Engage Support
• Get feedback • Distribute content • Online
• Product development • Become a member of Tourist Information
the community • Dialogue with guests
35. Thank you very much!
Dipl. Des. Olaf Nitz, BSc
Head of Digital Media Strategy
Austrian National Tourist Office
olaf.nitz@austria.info
www.austriatourism.com
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