1. Online Marketing…
Social & more
Tourism Ireland
September 2010
Brian Harte, Head of Customer Engagement & E-marketing
2. Tourism Ireland – Hello Again!
• Quick reminder…
“We market the Island of Ireland
overseas as a holiday destination”
• Working with Fáilte Ireland, NITB and industry
• Market offices, full range of marketing activity
3. Strategy to fill the Digital Funnel
Stage Activities
Motivation: Online Display,
Video, Takeovers,
PR, Blogging, Social
Media, Search
Engagement: Website, Social
Media, Phone, Email,
Trip Planning
Referral: Product & Offers
Advocacy: Social Media
4. Some numbers
• 13m visits: DiscoverIreland.com & related sites „09
– Up +9% YTD
• 4 m: Consumer Database size
– Up +400k YTD
– 1.9m email addresses
– 20m warm emails send p/year
• 95k fans/followers: Facebook & Twitter
– Up +88k YTD
5. Explosion of Social
• Dabbled since „08
• Strategy written July „09
– “Social media here to stay, it‟s important and it requires
long-term engagement”
– Objectives owned by each market office
– Supports provided from Ireland
• Services & Plans put in place Q4 ‟09
– >15 distinct presences established & maintained
– Social media campaigns run across multiple markets
6. Supports in place
• Social project co-ordination
• Editorial
• Contact centre for “Projected customer service”
• Application development
• Knowledge & education
• Tracking
• Advertising management
8. Future: Evolution of Social CRM
• CRM Database at the
heart
• Interactions on
– owned platforms
e.g. web site
– owned media
e.g Facebook
– wider web
9. Next Steps
• In progress • To come
– Trip Planner rollout – Trip Planner app
– Web services – Rework site to bake
– App development in social
– Optimisation – New campaign apps
– Measurement & – Social „market book‟
evaluation
– Blog opportunities
– Youtube branded
channel
10. Connect with us
• Industry Opportunities
• DiscoverIreland.com
• Market offices
