kiela brodigan, visit dublin
TRANSCRIPT
Travel Huddle
Kiela BrodiganLeisure Tourism Manager
Dublin Tourism
November 3rd2011
Dublin Tourism
Regional Tourism Authority responsible for
marketing, promoting & servicing of Dublin region
State appointed, commercial agency
Leisure and business tourism
Operate 4 tourist offices, 4 visitor attractions &
marketing of destination Dublin
What we Do! 6 million visitors to
visitdublin.com
1.2 million visitors to Tourist Offices
750,000+ downloads
Dublin Pass Sightseeing Card
Visit Dublin App: 30,000+
Dublin’s Pourfect Pint
121 countries
130,000 plays
25,000 new database contacts
Shortlisted for Golden Spider, Digital Media and eGovernment Awards
Podcasting Competition
Aimed at transition year students
Apple Computers Regional Training Centres
Pilot program in 2010 to create mp3 and mp4 podcasts for visitor attractions
Participation
Facebook.com/visitdublin
11,100 likes
Twitter.com/visitdublin
14,200 followers
Flickr
4,500 contributions
YouTube
400,000+
Planning your Social Media CampaignTop 5 Tips
1.What is your social media mission?
2.Who are your customers?
3.What are your objectives?
4.How are you to achieve your objectives?
5.When will they be achieved?
Social Media has worked for us because…
we are able to communicate much faster and more effectively, e.g. Twitter to update people on the ash cloud situation, and snow conditions during the Christmas etc...
Dublin Tourism is looking for something more than a transaction. We are looking for loyalty that means a long-term engagement. ADVOCACY....
as Dublin Tourism has a physical location, we have used ‘Facebook Places’ to drive traffic through our 4 tourist offices.
Through synergy with Dublin Tourism partners, by working together to promote each other’s Facebook pages everyone benefits.
Facebook is the third largest referring website for visitdublin.com, just below direct visits and Google,
Through Facebook, we can introduce new products more interactively than in print or banner ads…and provide a space where our consumers/visitors can connect with one another
Overall we have gained insight, support, suggestions, inspiration, and friends from our Facebook page.
Social Media has worked for us because…
Rapidly Changing Market
Rapidly increasing Smartphone usage – by end 2011 85% of all handsets will access the mobile internet
In 2009 70% of people used their mobile to do an internet search. 450m mobile internet users in 2009, this will pass the 1b mark by 2013
Mobile marketing revenues are expected toreach €18b by 2013
Sources: Gartner, IDC, ABI Research
Why develop an App?
93 percent of iPhone owners have added an application to their phone
60 percent of users browse the internet at least once per day
33 percent of iPhone owners use maps and GPS more than 10 times per month
50 percent of iPhone users are over thirty years old
Visit Dublin App
Visit Dublin App
Accessible and up-to-date information
Enhances the visitor experience
Provides safety and security
Develops customer relationship and goodwill
Brings together tourism industry
Extends brand awareness
Commercial – sales, vouchers
Visit Dublin App
Data from visitdublin.com
Presents information based on current location, directional search
GPS Only GPS with Compass
Visit Dublin App
Directional search
Daily Bulletin
Audio
Special Offer Vouchers
‘Guide Me’ functionality
Virtually explore
Cached data
Events
Visit Dublin App Capture visitor behaviour
What users want to know
Constant access to info
Next Phase - Sharing Experiences
Integrate use of social media
Geo –tagging of photos
Create new channels
Voucher serving
Mobile booking
Customisation – conferences/events
User Comments
As a Dublin native I’m using this app all the time just to find out about places I would pass on a daily
basis. I’ve been pleasantly surprised by the
information and accuracy of locations.’ Daithi Locha
‘This is a great app for finding your way around – and there is lots to see. Well worth a look.’ Brendan
Corkery
‘A must have while in Dublin.’ Wexsaint
