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ORGANISATION WIDE ADOPTION
C
OF SOCIAL MEDIA
@FREDRANGER | TOURISM MONTRÉAL | BUZZMTL.COM
CONTEXT -

< $ > Markets
CONTEXT Fragmentation/Multiplication
CONTEXT Personalization
ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA
« MY PRECIOUS ROI »
STRATEGY 2009: 100 % Digital

7
STRATEGY 2011: Niche Marketing

20 niches
Festivals
Culinary
Nightlife
LGBT
STRATEGY 2012: All Social
All Digital

Niche Mktg

From Destination
Marketing to
Destination
Management

All Social
Media
THREE YEAR GOAL

2012
-20% budgets
-Staff: Build up
skill-sets

2013
-60% budgets
Members/Stakeho
lders: Build up
skill-sets

2014
-100% budgets
-Full
implementation
THREE FOLD STRATEGY

Train internal
staff &
implement

Activate
members,
tourists,
locals…

Niche mktg
fueled by
Social Media
GETTING THE
ORGANIZATION READY

EDUCATE

GUIDE

FOSTER
PASSION
STRUCTURE - OLD
STRUCTURE – NEW
ACTIVATE MEMBERS,
TOURISTS, LOCALS…

-Educate
-Communicate
-Equip
2013 CAMPAIGN

INSPIRE

ACTIVATE

AMPLIFY
ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA
ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA
Because more than any tourist
board’s recommendations, it’s
the people that define a place.
IN CONCLUSION

BE AGILE

LET GO

FIGHT FOR IT
THANK YOU!
@FREDRANGER | TOURISM MONTRÉAL | BUZZMTL.COM
ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA

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