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Part 2 of a 3 Part Video Series
We continue our video series distilling the lessons from Tourism Australia’s move from its hugely successful Paul Hogan-led campaigns of the 1980s to a social media-led marketing approach in the 2010s. In this second part, Jesse Desjardins (Global Head of Content & Social at Tourism Australia) shares his four best practices for marketing with the voices and content of your community, visitors and partners.
Part 1 of a 3 Part Video Series
With a laconic “Come and say Gi'day” Paul Hogan became the face of Australia – offering viewers to “slip an extra shrimp on the ‘barbee’ for you.” The 1980s TV ads were arguably the most successful tourism campaign of the 20th Century – propelling Australia from 12th in the consideration set of American travelers to number 1. They turned Paul Hogan, a.k.a “Crocodile Dundee” into an international media and film star. The ads were the flagship example of a big, bold tourism campaign grapping public attention and creating desire. One to millions, using expensive mainstream media and lots of money. To play in this marketing landscape you needed big ideas, big budgets and often a single spokesperson or star to make the pitch.
The most recent State of the American Traveler research shows that, when planning their next trip, 45.5% of travelers seek out reviews, ratings and user-generated content both for ideas and to validate their selection, and 48.1% use social media in trip planning. According to the research, the average traveler uses dozens of websites and a range of offline media when deciding where to go and what to do when they get there.
I know my own travel planning behavior certainly embodies those statistics. I usually start surfing the web and perusing travel magazines before I even have an idea of where I want to go, and I often use Facebook posts as a way to poll my friends on how to make the best use of my time off. In fact, it was my...
Part 2 of 2. Read the first installment of this Blog here.
Now that Facebook has morphed into a primarily paid publishing platform for businesses, it’s time for every tourism marketer to pause and rethink your approach to Facebook and your wider communication and online strategy.
Here are six critical takeaways to consider in this review:
1. Update Your Social Media and Content Strategy.
In this new environment, it is time to review and refine your social media and content strategy. What is clear is i. quality content counts now more than ever, ii. Facebook needs to be run primarily as a paid media platform and iii. Facebook's management needs tight...
This is because to reach any significant number of your own fans/followers, you now need to advertise on the platform. An online community which grew explosively based on free, open conversation by its members has suddenly become a “pay-to-play” platform for business.
Typical organic posts from commercial entities, which are not sponsored or “boosted” in any way, are now reaching only a small fraction (only 1%-2%) of their own fans/followers on Facebook. This change has been driven by slow but steady changes in Facebook’s “EdgeRank,” the complex...