Keynote Presentation at #SoMeT13AU Symposium, #Wollongong, NSW, Australia

1. Let’s loose the
#BULL$h1t
Sunday 21 July 13

2. Sunday 21 July 13

3. It’s not the destination but
the journey right?!
Best you choose who you
journey with carefully, and how
you want to get there...
Sunday 21 July 13

4. travel is social, there’s a
social media revolution
going on, and it’s
happening on mobile
phones and connected
devices
Sunday 21 July 13

5. travel is social, there’s a
social media revolution
going on, and it’s
happening on mobile
phones and connected
devices
more than 90% of
travel decisions
are being made
online
Sunday 21 July 13

6. travel is social, there’s a
social media revolution
going on, and it’s
happening on mobile
phones and connected
devices
Insight: Social Media has become the platform
where consumers are finding inspiration,
sharing experiences and voicing their
opinions, and also interacting with brands in
real time
more than 90% of
travel decisions
are being made
online
Sunday 21 July 13

7. + +
+ +
Sunday 21 July 13

8. Martin Verdon-Roe
Vice President
Display Advertising Sales
Helena Egan
Head of Destination Marketing Sales
Europe, Middle East and Africa
Sunday 21 July 13

9. Tripadvisor traveller
We discovered a place with
so much space, that there’s
finally room to let go.
Sunday 21 July 13

10. Tripadvisor traveller
Every Nation has a
heartbeat, not every nation
has a rhythm.
Sunday 21 July 13

11. Tripadvisor traveller
I was closer than ever before
to a place that will never
leave me.
Sunday 21 July 13

12. Tripadvisor traveller
Magnificent vista, False Bay
coastline has to be the most
beautiful in the world. Heavenly!
Sunday 21 July 13

13. + +
+ +
Sunday 21 July 13

14. + +
+ +
display
advertising
wasn’t
good
enough -
“don’t
give me
an IO”
Sunday 21 July 13

15. + +
+ +
display
advertising
wasn’t
good
enough -
“don’t
give me
an IO”
If we are going
to partner,
let’s innovate
and do
something
really cool
Sunday 21 July 13

16. + +
+ +
display
advertising
wasn’t
good
enough -
“don’t
give me
an IO”
If we are going
to partner,
let’s innovate
and do
something
really cool
after a 4 year
relationship, that’s
been collaborative
and bold, we are
seeing the results
Sunday 21 July 13

17. UNWTO
HANDBOOKreleased once every 4 years
Sunday 21 July 13

18. PAX UP 23%
generating ZAR663.3m for 2012
Sunday 21 July 13

19. Sunday 21 July 13

20. + +
+ +
Sunday 21 July 13

21. Stephen Alvarez
"What does the Drakensberg mean to me. Well in a
word it's wide screen. It's a cinematic landscape.
It stretches from horizon to horizon. It's just huge"
Sunday 21 July 13

22. Joel Sartore
"I've searched the entire world for a place like this.
It's conservation, plain and simple"
Sunday 21 July 13

23. Heather Perry
"Every where you look there's real style and originality,
and I think it's hard not to get caught up in it"
Sunday 21 July 13

24. Some things just
never change,
or do they?!
Sunday 21 July 13

25. DMOs are stupid
sometimes too, but
there’s hope,
I think...
We’ve had to
change the DNA of
our DMO
Sunday 21 July 13

26. + +
+ +
#MeetSouthAfrica
DMOs are stupid
sometimes too, but
there’s hope,
I think...
We’ve had to
change the DNA of
our DMO
Sunday 21 July 13

27. It’s all about the
cupcake, not the
campaign
Sunday 21 July 13

28. +
PLACES
+ +
+
Sunday 21 July 13

29. +
PEOPLE
+ +
+
Sunday 21 July 13

30. +
FOOD
+ +
+
Sunday 21 July 13

31. +
TO DO
+ +
+
Sunday 21 July 13

32. Sunday 21 July 13

33. + +
+ +
CAMPAIGN ORM REPORT
tracked between 1 April 2013 – 28 June 2013
Sunday 21 July 13

34. Sunday 21 July 13

35. 2,569
Twitter mentions
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

36. 161,057,079
opportunities for people to engage
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

37. R37,043,128.18
coverage value equivalent
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

38. 36%
of the conversations contributed
by Bloggers
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

39. 40,207,168
opportunities to see #MeetSouthAfrica
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

40. R11.5 million
advertising value equivalent
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

41. 64%
of the conversation was
generated by the public
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

42. 83%
traffic generated
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

43. 13%
of the content
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

44. 3%
of the content
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

45. 83%
traffic generated
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

46. @velvetescape
most influential blogger
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

47. R3.1 million
advertising value
(1 April to 28 June 2013)
Acceleration Media
Sunday 21 July 13

48. 120,000+
views and counting of
@viajarcondiago’s Bungee
Jumping off Bloukrans bridge video
(1 April to 28 June 2013)
YouTube Analytics
Sunday 21 July 13

49. R36.4 million
total ROI to date
(1 April to 28 June 2013)
Sunday 21 July 13

50. Here’s what it looks like so far...
Sunday 21 July 13

51. The new TVC for Australia
Sunday 21 July 13

52. Sunday 21 July 13

53. THE CONVERSATION STILL CONTINUES…
Sunday 21 July 13