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Brian Harte from Tourism Ireland shares their social media marketing lessons. Comment now at


Tourism Ireland

Social Media ExperiencesHotel Website Marketing Conference24th November 2009

Presented by Brian HarteHead of Customer Engagement and eMarketingTourism Ireland

Tourism Irelands RoleResponsible for marketing the island of Ireland overseas as a holiday destination

41 Websites 19 Languages12 m visits64 m page views2 m referrals+28% vs 2008

Importance of OnlineOnline Advertising: all standard formats (banners, skys, MPUs), rich media Partnership Media Promotions: joint campaigns e.g. Lastminute, Expedia, TripadvisorEmail Marketing: TI database, cold data, media partner databasesSearch Engine Marketing: over 700,000 invested in 09, 2,000+ key search terms

27% of 2010 marketing spend online

Social Media: Tourism Irelands Perspective Here to stayImportantLong-term engagement

Our Social Media StrategySocial Media CapabilityPlatform presence on key mediaSocial Media Campaign ComponentOnline PRCustomer ServicePromote internal skills & knowledge

Social Media ApproachProcess: Use existing providers & staff plus projects co-ordinator Applications: Build appropriate apps & deployAmplification: calls to action, PR & publicity, advertising

Activities to DateSocial marketing toe-dipFacebook, WAYN, Youtube, Flickr, BlogMarket campaignsFacebook, Twitter, Hyves, MySpaceMixed success Formal Start of ActivitiesCentral & market Twitter streamsCentral & market Facebook pagesMarket-specific Media

# Hashtags#irelandoffer

Lessons Learnednot just for Christmas

Lessons LearnedBe waryDifficult to ManageVery time consumingHasnt yet been proven in delivering salessales as a side effectObjective setting & measurement challengingNeedsProcessConsistencyTo be appropriate to the mediumWhat works?Personal approach, images, incentives, service

RecommendationsEngage with Trip Advisor & other review sitesMonitor & listen to main social mediaParticularly Facebook, Twitter, travel boardsContributeFor example, let Tourism Ireland amplify, tweet at us, use #IrelandOfferTalk to our users, interact on our Facebook pagesStart your ownBut be careful, do it sustainablyRemember its a network, so interact to amplify Maintain personal contact & incentivise with offers

Get Involved -Tourism Irelands Industry Opportunities

Ensure your record in Filte Ireland/ NITB databases is up to date

Provide offers to Filte Ireland/ NITB to be used on

Stand out through good offers, not necessarily the lowest price


Thank You

*****Filling your funnel with qualified leadsUse your feedback forms to gather reviewsSend follow-up emails with a link to your Trip Advisor profile and invite people to give you their reviewsTUI got 175K reviews for a new social media website that theyre building in this way****

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