1. Your logo
here
A practical approach to Social Media:
STB experience
SPIRIT Slovenia, Public Agency
Slovenian Tourist Board
Nina Cvirn
Social Media Manager, E-business
nina.cvirn@slovenia.info
January 24, 2013
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

2. LET‘S START
[VIDEO]
SOCIAL MEDIA REVOLUTION 2013
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
2

3. SOCIAL MEDIA CHANGES…
Dream/ Share/
get Plan Book Visit Report / Dream
inspired Feedback Again
• It changes the way how one travels.
• And industry has to adapt to changed
behaviour.
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
3

4. SOCIAL MEDIA
• 1.Quick develpment of SM
• 2.Influence of SM on
– Advertising
– PR
– Direct marketing
– Sales promotion
– Branding
– Research & Development
– Traditional organisational structures
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
4

5. SOCIAL TOUCHES ALL ASPECTS OF THE
ORGANIZATION
• Training must address more than just marketing and
communications
Sales
Marketing Finance
PR Research
Social Media
IT Brands
Digital HR
Legal
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
5

6. Once upon a time….
1. Quick adoption of SM by the STB
2. Fragmented presence on SM- lack of planning,
continuity & coordination
3. Bias towards SM apps vs.content creation
4. Lack of brand representation
5. Limited knowledge of new staff members
6. Lack of standardized SM monitoring process
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
6

7. SM MAKE TRAVEL (MARKETING) COMMUNICATION EASY &
MORE INTERACTIVE & EFFECTIVE
• Excellent customer service tool
• Better market targeting
• Feedback
• Booking is integrated & done via different
platforms
• Very useful for crisis management
• Yet, it requires a lot of engagement
• And a real-time marketing communication
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
7

8. MAIN CHALLENGES
• Content (creation) and story-telling
• Internal organisation and process
• Understanding that online marketing /SM is not
only „IT business“
• Implementation of SM analitcs & monitoring
findings
• Getting the agency that is capable to deliver
creative and „engaging“ solutions
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
8

9. VISION OF THE STB DIGITAL/ SM
PRESENCE
• Be visible
• Be different
• Be consistent
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
9

10. GOALS OF SM MARKETING
• To improve Slovenia‘s visibility as a tourist destination on Internet
• To raise awareness of Slovenia as a tourist destination via SM
• To promote and establish wider communication about Slovenia on
the Internet
• To improve the Slovenia brand and strenghten brand identity on/via
the Internet
• To increase the number of visitors to www.Slovenia.info
• To increase the number of registered users of the e-newsletter
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
10

11. SETTING THE PRIORITIES
• Focus on main SM mainstreams
• Consolidation and unification
• Content creation strategy & process
• Enhance monitoring & evaluation
• Selecting target audience & SM
channels & develop appropriate digital
content
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
11

12. LOOKING FOR THE RELEVANT STORIES
• What people are talking about
• What is of their particular interest (related
to the story)
• Twitter, blogs, FB, YouTube, online PR
platforms (Prweb…)
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
12

13. LISTENING
• Who/and what do the readers listen to?
• ‚,If you‘re talking, engaging, homorous
without pandering, I‘m going to listen‘‘
• Only boring promotional messages does
not meet the needs of listeners
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
13

14. ESTABLISHING RELATIONSHIPS
• Keeping in contact
• Getting new contants more easily &
effectively
• Communicating, engaging
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
14

15. MONITORING & ANALYTICS
• Twitterfall http://twitterfall.com/ -monitoring posts
• Social Bro http://www.socialbro.com –monitoring
Twitter statistics(the most influentual followers, posts per country ..)
• Social Mention http://www.socialmention.com –
monitoring the performance of selected keyword on SM
• Crowdbooster https://crowdbooster.com/ for FB in
Twitter analytics
• Attentics http://www.attentics.com
• Klout and Peer Index
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
15

16. REMEMBER
• Communicate not advertise on SM
• Try new ways of online
promotions/communications- experiment
• Define what you want- set up the concept
• Listen, engage, measure
• Work on synergies
• Follow the trends 
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
16

17. KEEP IN MIND
• New ‚free‘ opportunities
• But:
– Be careful with the exact arrangement
– Define the scope
– How you will use it
– What will bring you
– How it fits to your brand and strategy
– Be ready with your stories
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
17

18. FACEBOOK www.slovenia.info/facebook
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
18

19. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
19

20. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
20

21. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
21

22. TWITTER www.slovenia.info/twitter
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
22

23. TWITTER www.slovenia.info/twitter
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
23

24. ENGAGING THE BLOGGERS & JOURNALISTS
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
24

25. FOURSQUARE
www.slovenia.info/foursquare
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
25

26. YOUTUBE www.slovenia.info/youtube
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
26

27. INSTAGRAM www.slovenia.info/instagram
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
27

28. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
28

29. LINKEDIN www.slovenia.info/linkedin
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
29

30. CASE STUDY: WorldFlightGreenLight
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
30

31. CASE STUDY: #WINTERSLOVENIA
• Winter in Slovenia
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
31

32. #wintersLOVEnia
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
32

33. Follow us:
• www.slovenia.info/facebook
• www.slovenia.info/twitter
• www.slovenia.info/linkedin
• www.slovenia.info/youtube
• www.slovenia.info/googleplus
• www.slovenia.info/foursquare
• www.slovenia.info/instagram
• www.wayn.com/profiles/slovenia
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
33

34. Thank you!
www.linkedin.com/in/ninacvirn
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
34