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Jan Sedlacek, Previon+
Julian Gottke, quintly
Social Media Analytics Tourismus Case
Facebook & Twitter Performance
1. Social Media Landscape
2. Kurzvorstellung Previon+
3. Rahmenbedingungen
4. Überblick Facebook & Twitter
5. Deep Dive Facebook & Twitter
5. Einblick in quintly
6. Fazit
7. Q&A / Links
Agenda
Social Media Landscape
Kurzvorstellung Previon+
Previon.ch
Previon.ch/kontakt
@Previonplus
Rahmenbedingungen
Untersuchung der drei grössten Schweizer Wintertourismus Regionen
(Nach Schweizerischem Tourismus Verband)
• Graubünden
• Wallis
• Berner Oberland
Zeitraum:
• Untersuchte Social Accounts: Oktober 15 – Januar 16
Überblick Facebook und Twitter
Interactions vs. Posts (Facebook)
Zeitraum: Dez. 15 – Jan. 16
Viele Posts
(und hohes Fanwachstum)
bedeutet nicht hohe
Interaktion
Fanwachstum (Facebook)
0
100
200
300
400
500
600
700
800
900
Graubünden Davos Klosters Zermatt Matterhorn St. Moritz - Top of the World
Les Portes du Soleil Wengen Switzerland Gstaad - come up, slow down.
Fotobox Kampagne
+ 3‘235 Follower
Zeitraum: Okt. – Nov. 16
Gstaad: Fotobox Kampagne
Inhalt:
Das Bild mit den meisten
Likes bekommt100 CHF.
KPIs:
• 3.235 neue Page Likes
• 234 Post Likes
• 25 Shares
• 187 Fotos
• 79 Likes für das
Gewinnerbild
Zeitraum: Okt. – Nov. 16
0
5
10
15
20
25
@Graubunden @EngadinStMoritz @WengenSwiss
@valaiswallis @zermatt_tourism @GstaadTourismus
Followerwachstum (Twitter)
Live-Content
Hohes Follower-Wachstum im
Januar, bei Tweets zu Schneefall
Zeitraum: Dez. 15 – Jan. 16
@zermatt-tourismus: Live Content
Analyse
• Einfache aber
wirkungsvolle Tweets
zum Schneefall sorgen
für Followerzuwachsund
gute Interaktion
• Guter Einsatz von GIFs
• Live-Content überzeugt
• Guter Einsatz von
Hashtags
Zeitraum: Dez. 15 – Jan. 16
Einblick in quintly
Fazit I/II
• Beliebteste Accounts:
Graubünden (FB) und Wallis (TW)
• Beste User Interaktion (FB):
Graubünden, Wengen und Zermatt
• Beste Facebook Kampagne / Fanwachstum:
Gstaad gewinnt aufgrund einer Kampagne „Fotobox Gstader
Messe“ viele Fans (+3‘235 Fans).
Fazit II/II
• Publikum:
Auf Facebook gibt es deutlich mehr Fans als auf Twitter, es
werden mehr Leute erreicht.
• Content:
Auf Facebook führen Kampagnen zu Fanzuwachs, auf Twitter ist
eher Live-Content für Follower-Wachstum verantwortlich.
Weiterführende Links
Report Download
Insights „Earned Media“ Report
Webinar mit Brandwatch
Für mehr Statistiken folgt uns auf Twitter:
@quintly / @previonplus
Vielen Dank!

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Tourismus Social Media Analytics Webinar