Ciaran manages Tourism Ireland’s digital activity on Ireland.com and across social media channels. Enhancing campaign effectiveness across multiple markets globally, developing content, functionality and the visitor journey is core to his role. In this presentation, Ciaran talked about how Ireland embraces digital opportunities to inspire and engage consumers. For a in-depth overview of Ciaran's presentation read our blog post here: http://www.sometourism.com/ireland-exploring-engaging-ciaran-doherty-tourism-ireland/

1. Tourism Ireland
Embracing Digital Opportunities to
inspire and engage

2. Marketing the island of Ireland
as a holiday destination
Questions?

3. Tourism Ireland’s Digital Footprint

4. 13.5m
WEB VISITS
+21%
PAGE VIEWS
22%
FROM MOBILE
DEVICE
50m
EMAILS SENT

5. Social Media Reach
#3
in the
world
160k
Followers
#4
in the world
2.5m+ Fans
Avg. 200 Friends
Reach of 480m+
(750m by 2016)
#2
in the
world
14m views

7. “The amount of stuff you shared
today is double the amount of
stuff you shared a
year ago and half the amount
you will share a year from now”
Zuckerberg’s Law of Social
Sharing (2008)

9. The Global Ireland Purchase Funnel
Ireland.com

10. Content Marketing
Reaching out to new audiences, capturing
their attention by appealing to their
specific interests and linking those
interests to a holiday in Ireland

18. Commander Hadfield
• 1.18 million Twitter
followers
• Tweeting pictures of
Ireland from space
aboard ISS
• We invited him to come
to experience it on earth

19. Content Marketing Process
Content
Creation
Translation &
Localisation
Content
Publishing
Advertising
Channel
Selection
Advertising
Creation
Paid Content
Seeding
Performance
Optimisation
Reporting
Continuous
Improvement

20. WE
METRICS

22. WE METRICS
Social Connections
Social Equivalent Advertising Value
(SEAV)
Reach
Private Engagement
Public Engagement

24. ‘’Do not wait to strike till the iron
is hot; but make it hot by
striking.’’
W.B. Yeats

25. Thank You
@dohertyciaran