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Tourism Ireland's Digital Communications - ENTER 2014

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by

ciaran doherty

on 25 February 2014

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Transcript of Tourism Ireland's Digital Communications - ENTER 2014

Looking to Tourism Industry
Journey to 2 million
The International Conversation:
Tourism Ireland's Digital messaging

Engagement Marketing
Worldwide Activities
Social now Fundamental
Now 750k Facebook Fans
Apps
Industrialising the Conversation
Innovation in Promotion
The Content Challenge
Our Communications Response
2010: Three Principles
Social Media is Big & Here to Stay
It's Important to Tourism Ireland
Long term, Engagement Approach Required
Significant E-Marketing Efforts
http://www.tourismireland.com/industryopportunities
Headlines
2million
Facebook
Twitter
YouTube
Pinterest
Google+
Instagram




14 million
Customer Service
Adapting for Social Services
Tone
Themes
Judgement
Community management
Quality
Transcreation
Role of colloquialisms
Local context
Co-ordination
Use of Apps
Develop once/Deploy often
Flexibility
Integration to Facilitate Social CRM
Like-gating
Impact of language on layout
Co-ordination
Taking the Conversation to the Next Level
Market, Centre & Suppliers
Industrial but Personable
Tone & Themes
Experimentation
Testing
Sharing experiences
Use of measures
Content Marketing
Content Marketing & Brand as Publisher
New Approach
Editorial Standards
Content Schedule
Interaction Support
Imagery / Video
Continual Learning
Content as a Process
Collaboration
Translation for Tone
Co-ordination
Measurement
Measure, Monitor, Change
KPI
Targets
Performance/Investment
SEAV
Tests: Churn, Splash Page
Content marketing
new approach



Gary Dunleavy Twitter @Garyd_Ireland
Full transcript