Kaylah Buckman: Surprise and Delight
•
3 j'aime•990 vues
Kaylah Buckman (a.k.a TEQ Surprise and Delight Fairy) presented on the success of the Surprise and Delight program that was established by Tourism and Events Queensland. ___ About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States. Follow SoMeT on Twitter: https://twitter.com/SoMeTourism Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (15)
En vedette
Similaire à Kaylah Buckman: Surprise and Delight
Similaire à Kaylah Buckman: Surprise and Delight (20)
Plus de SoMeT: A New Model for Destination Marketing
Plus de SoMeT: A New Model for Destination Marketing (20)
Dernier
Dernier (20)
Kaylah Buckman: Surprise and Delight
- 1. surprise & delight Kaylah Buckman | @kay Tourism & Events Queen
- 4. Word of mouth is still the most persuasive means of influencing travel choice Photo: @maryla_brisbane
- 5. Surprise and delight is a listening program… Photo: @loveandwater
- 6. That shows travellers that we genuinely care about their travel experience. Photo: @loveandwater
- 9. Photo: @kellytheobald_ 1. Surprise scale 2. Learning to listen 3. Be a human being 4. The actual surprise! 5. Insights
- 11. Pretty big dealPhoto: Kleenex -‐ h:ps://www.youtube.com/watch?v=bGFflwe4mtI Photo: West Jet -‐ h:ps://www.youtube.com/watch?v=zIEIvi2MuEk Photo: Canada Tourism Commission
- 12. Little somethi ng somethi ng Pretty big deal Photo: West Jet -‐ h:ps://www.youtube.com/watch?v=zIEIvi2MuEk 9M YouTube views 6 x Facebook engagement Global press coverage 50 kits sent Total impressions 650,402 Interactions 1,800 A weekly gift that #explorecanada advocates would truly covet So stoked – most people re-grammed the gift. Photo: Kleenex -‐ h:ps://www.youtube.com/watch?v=bGFflwe4mtI
- 13. Create KPI’s that will help you reach for the sky
- 15. • Video here
- 16. 40 surprises in 6mths 39 online stories created 169,398 impressio ns $133.94 avg cost / surprise
- 18. Photo: @kellytheobald_ 1. Surprise scale 2. Learning to listen 3. Be more human 4. The actual surprise! 5. Insights
- 19. Map: h:p://gameoQhrones.net/resources/50-‐maps-‐of-‐westeros/537-‐map-‐of-‐westeros.html REALM OF LISTENING
- 21. @queensland #thisisqueensland conversations Chats about Queensland topics Travel, diving, beaches, sunsets Map: h:p://gameoQhrones.net/resources/50-‐maps-‐of-‐westeros/537-‐map-‐of-‐westeros.html
- 22. @queensland #thisisqueensland conversations Chats about Queensland topics Travel, diving, beaches, sunsets Chats in real life Map: h:p://gameoQhrones.net/resources/50-‐maps-‐of-‐westeros/537-‐map-‐of-‐westeros.html
- 23. (1) Dream (2) Plan & Book (3) Experience (4) Share Source: @sosarina
- 24. K 100K 200K 300K 400K Nov 2011 Nov 2010 Oct 2012 Oct 2011 Tweets per week Source: @Twi:er_AU (1) Dream
- 25. Tweets per week Source: @Twi:er_AU K 100K 200K 300K 400K Nov 2011 Nov 2010 Oct 2012 Oct 2011 (2) Plan & Book
- 26. Are you listening? Photo: @sabbiak
- 27. Photo: @sabbiak Setting up Hootsuite streams #RealQuickGuide
- 28. 1. Create a list of people, topics & locations Who Travellers in transit Backpackers Event goers Foodies Where Airports Hostels Events Restaurants When Flights land/depart Mid-morning Pre, during & post event Breakky, lunch, dinner
- 29. 2. Brainstorm tweet talk to monitor
- 30. 3. Add streams of Twitter talk TIP: Click Add Stream and start putting terms into the Search field, this is preferred over Keywords (you pick up more natural conversations).
- 31. 4. Add geo-location TIP: Once you get a feel for the streams, start to think about which ones could be geo-targeted to a certain area.
- 33. 5. Everyday I’m optimising • Create streams for trends / topical events • Geo-target streams to multiple locations • Multiply popular streams – ‘Arrived in… Brisbane | Cairns | Townsville
- 34. Photo: @kellytheobald_ 1. Surprise scale 2. Learning to listen 3. Be human 4. The actual surprise! 5. Insights
- 35. Be more human Be more… Photo: h:p://www.huffingtonpost.com/2013/07/06/be-‐more-‐dog-‐o2_n_3554697.html
- 37. 1 on 1
- 38. Strike up a conversation • Casual & friendly replies will get the best results • Make it clear the you have something to offer them • What’s the catch? There is no catch!
- 39. Be authent ic
- 40. Be authent ic
- 41. Stalk a little… so you can surprise a lot Photo: The Internet (aka Google Image Search)
- 42. • Check the bio • Scroll through recent tweets • Check out the frequency of tweets • Pick up on interests / likes / dislikes / problems that need solving (surprise) • If you get a weird vibe – abort Photo: The Internet (aka Google Image Search)
- 43. Get ready to become a travel buddy Photo: @chriznobs
- 44. • Travellers are travelling • Real time surprises can be hard to execute • Might need to take the conversation into DM while discussing itinerary / where they are staying • Provide travel advice & customer service Photo: @chriznobs
- 45. Photo: @kellytheobald_ 1. Surprise scale 2. Learning to listen 3. Be human 4. The actual surprise! 5. Insights
- 46. Successful surprises… • Directly related to the original tweet • Tapped into the traveller experience • Tapped into the location of traveller • Tapped into personal interests Photo: @sabbiak
- 52. Photo: @kellytheobald_ 1. Surprise scale 2. Learning to listen 3. Be human 4. The actual surprise! 5. Insights
- 53. • Keep your team excited internally • Create a tiers of surprisees & engineer surprise • Social listening – internal vs external community management • Tool up industry – create a state of surprise and delight fairies.
- 54. 1. Pick 3 topics & start listening 2. Create Hootsuite streams to monitor the conversations 3. Strike up a conversation 4. Surprise with a little something something So what do I do now? Photo: The Internet (aka Google Image Search)
- 55. Questions? Thanks for listening J @kay_lah_