Matt Bron, presented a case study about a social program that was conducted in Outback Queensalnd.
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.
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13. We
began
with
a
simple
proposi6on
“The
Outback
is
part
of
our
heritage,
and
as
Australians,
the
Outback
is
part
of
us.”
“Every
Australian
should
visit
the
Outback
at
least
once
in
their
life>me”
14. We
asked
Australians
to
make
a
promise
to
visit
the
Outback
Using
a
special
Facebook
app.
18. En6cing
your
friends
to
make
a
promise
…and
their
friends,
and
theirs
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
I
MADE
MY
PROMISE
21. We’ve
grown
a
community
…of
people
on
our
Facebook
and
on
twi>er
who
absolutely
love
Outback
Queensland
22. …now
we
can
stay
top
of
mind
“We
build
relaFonships
with
brands
the
same
we
build
relaFonships
with
people.”
“We
don’t
suddenly
become
close
friends
overnight.
We
become
close
friends
through
many
lightweight
interacFons
over
Fme.”
–
Paul
Adams
23.
24. “38%
of
travellers
make
their
des>na>on
choice
based
on
recommenda>ons
of
their
friends
and
family,
22%
did
so
based
on
informa>on
from
the
web”
-‐PhoCusWright
25. We
use
it
showcase
events
in
Outback
Queensland
26. Our
fans
let
us
know
when
they
are
fulfilling
their
promise
38. For
the
Digi
experts
Since we launched the Outback Promise campaign:
ü Over 240,000 Facebook stories* created by 155,000 users.
ü More than 8000 promises made
ü Our posts have reached 2.7 million on Facebook
ü 34.9 million Facebook impressions from 10.4 millions users
ü Activity from our Facebook page has reached 10,435,941 million people (Total Reach)
39. For
the
CEOs
Treasury,
Audit
commiQees,
Boards,
Governments,
cri6cs,
non-‐
believers,
accountants,
strategists,
bureaucrats,
crea6ve
agencies,
public
servants,
media
and
any
one
else
who
may
be
scep6cal
to
the
value
earned,
we
have
this
unques6onable
algorithm
40. Since
we
began…………..
5,000
people
have
promised
through
Facebook
to
visit
the
Outback
Visitor
Profile
studies
undertaken
by
Tourism
Research
Australia
in
the
Outback
showed
us:
• Ave.
length
of
stay
is
4-‐7
days
• Ave.
spend
$90
pp
per
day
41. So….
When
everyone
keeps
their
promise
And
we
know
you
can’t
break
a
promise!
42. A
conserva6ve
$1.8
million
Into
the
Outback
Economy
5,000
Promise
keepers
Staying
4
days
Spending
$90
per
day