This presentation explains how the new PR model can be used to integrate social media successfully in the PR approach. By using Wales as a Case Study, each step of the new PR model is being explained.

1. Integrating social media in PR
Case Study Visit Wales
Maha Benachir – HEBO – 20055653
The Hague School of European Studies
Date: January 24, 2011
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2. • Most searched product online is travel (72%)
• Online reviews play an important role in consumer’s decision makings
• Recommendations from family & friends (90%) and online posted opinions
(70%) are highly trusted
• Persoonlijk… waarom ik dit ben gaan doen
>
Travel.
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3. Structure
• What are social media?
• Aviareps Tourism
• Experiencing
• Case Study Visit Wales
– Context
– Strategy
– Tools
• Recap | Why social media should be used?
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4. What are social media?
•
“Social media are online platforms where conversations take place
(one-on-one or many-to-many) between people, where opinions,
experiences, thoughts, frustrations, information, humor, interests and
happiness are being shared. It is also a place for businesses to engage
directly with consumers and to build relations.”
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5. Word-of-mouth
Consumers
Relationships Listening
Transparency
Engaging Socializing
Sharing
Conversations
Content
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6. Aviareps Tourism
• PR & marketing agency
• Specialised in tourism
• Main task | destination promotion
• Main goal | influence consumers to travel to the destinations represented by
Aviareps Tourism
• Main target group | journalists (directly) & consumers (indirectly)
• Clients | mainly Tourist Boards
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7. Experiencing.
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8. Case study Visit Wales
Aviareps Tourism
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9. Current image
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10. Desired image
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11. Challenge
To promote Wales as a holiday destination for generation X
(age 16-25)
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12. Context.
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13. Current approach
• Step 1 | Collecting news and information about Wales
• Step 2 | Writing press releases
• Step 3 | Sending press releases to the press
• Step 4 | Clippings and media coverage
• Step 5 | Writing monthly reports with the results
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14. New approach
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15. Step 1 ‘Media selection’
Where can you find the target group? Where do they search for information?
How does the target group use social media?
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16. Step 2 ‘Content creator’
Which language does the target group speak? What are their interests? What kind
of information do they search for?
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17. Step 3 ‘Engagement’
Starting conversations with the target group about relevant topics regarding the
destination.
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18. Step 4 ‘Measurement’
Monitoring consumer behavior, opinions, thoughts and experiences. As well
negative as positive ones!
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19. Step 5 ‘Influence’
Based on the measurement of consumer behavior, engagement can be extended
to further influence the target group.
Reflection on the process answers whether the objective has been achieved or
not.
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20. Current approach vs. new approach
Current
approach
of
AT New
approach
Tradi:onal
media Tradi:onal
and
new
(social)
media
Limited
reach
(demographics) Unlimited
reach
(psycho-­‐graphics)
Focussed
on
journalists Focussed
on
consumers
Offline
consumer Offline
and
online
consumer
One-­‐way
communica:on Two-­‐way
communica:on
Slow
spreading
of
news/informa:on Fast
spreading
of
news/informa:on
Unrealis:c
results/effect Realis:c
results/effect
Less
interes)ng
for
the
client Very
interes)ng
for
the
client
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21. And next.
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22. Strategy
• Integrate social media in the PR approach
• Use social media to directly engage with generation X
• Influence consumer behavior and the travel decision-makings
• Promote awareness
• Trigger consumers to desire to visit Wales
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23. Tools
• Conduct research on social media types used
• Start conversations with the target group
• Start an online platform for Wales
• Ask generation X
• Create an online journey
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24. Recap.
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25. So why use social media?
• It reaches a larger target group (no limits!)
• Monitors consumers’ needs, desire and interests
• Selects consumers based on interests
• It reaches the offline and online consumer
• Links the offline world with the online world (e.g. QR)
• It adds extra content
• Fast spreading and sharing of information
• Direct interaction with target group
• Possible to measure sentiments
• To gain consumers trust
• Feedback
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26. What else?
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