Listen, engage, curate, repeat.Social listening in the world of

events.

#ThisIsQueensland

• Social media activity by the top tier events was lacking

• Massive opportunity to– engage people pre, during and post event

– find influencers/ambassadors planning to attend

– increase visitor sharing

Insights

IT’S LIVE! IN QUEENSLAND IS PERFECTLY ALIGNED FOR SOCIAL MEDIA

Social Media ProcessEXPERIENCES • Individual

Events1

STORIES • Event stories

• Destination stories2

• TEQ

• Organizers

• Performers/athletes

• Attendees

• Influencers

• Sponsors

STORYTELLERS3

• Traditional (TEQ)

• Social

CHANNELS4

• Event led planners (passion)

• Holiday led plannersTARGET AUDIENCE5

Start by testing with 12 events.

• Monitor conversation about our events – using event #hashtags, keywords and geo-search

• Curate the content– engage (potential) event visitors

– identify excellent content

– collect the best content for each event

• Amplify the content– share people’s conversations

– create Facebook albums

– create blog posts

The plan

TARGETS

#NIFW15 Instameet

w

w

INFLUENCERS & AMBASSADORS

STORE BEST POSTS

ENGAGE

CONVERSATIONS

Process

EVENT STORIES

SOCIAL MEDIA

LISTENING

INSTAVIDEOS

FACEBOOKALBUMS

BLOG POSTS

HELP PEOPLE IMAGINE THEMSELVES AT THE EVENTS,

BRINGING THE EXPERIENCE TO LIFE BEFOREHAND

Learnings.

Woodford Folk Festival Pic by @youjustare via IG

Woodford Folk Festival Pic by @megabowman via IG

Woodford Folk Festival Pic by @ngaire via IG

Woodford Folk Festival Pic by @p_perez via IG

Woodford Folk Festival Pic by @mirrahsoma via IG

Woodford Folk Festival Pic by @somefx via IG

Lots of learnings

“Thanks so much @queensland! We had a ball. Queensland has more than the beach and Reef to offer traveller. We are already planning our next visit for a longer stay of course!” Nicole Wise

50 posts on Facebook

Over 100 Tweets

Over 450 photos shared with #NIFW15 and

#ThisIsQueensland

We’ve taken a long term approachProgram vs. campaign

YEAR ONE• focus on the event/

destination visitor

• start curate, engage

& amplify program

• start engagement

YEAR TWO• expand based on learnings

• leverage curated content

THIS YEAR• Encourage more sharing of

visitor content to inspire

their friends

• Engage with event goers to

encourage conversation

and increase sharing

• make fans famous by

promoting their content

• tie in with S&D

• Increase engagement

• Use this year’s successes to

encourage event

participation

– hashtag, signage, etc.

• Incorporate influencers

• Leverage curated content in

marketing

NEXT YEAR

Always be thinking of content efficiencies

Don’t underestimate the power of one-to-one conversation.