Matt Bron: The Outback Promise
•
1 j'aime•674 vues
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. 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
En vedette
En vedette (9)
Similaire à Matt Bron: The Outback Promise
Similaire à Matt Bron: The Outback Promise (20)
Plus de SoMeT: A New Model for Destination Marketing
Plus de SoMeT: A New Model for Destination Marketing (20)
Dernier
Dernier (20)
Matt Bron: The Outback Promise
- 1. The Outback Promise Promise to visit the Outback at least once in your life6me #Outbackqld @OUTBACK_QLD
- 2. Let me take you on a journey Once upon a 6me, 18 months ago………..
- 3. We got 6red of following the beaten track
- 4. So we went bush
- 5. AEer several Coopers Creek cordials, the sun rose and this is what happened.
- 6. We decided we wanted to build powerful rela6onships for Outback Queensland
- 7. Empowering people to become our advocates
- 8. Today we have a community of 31,900 people
- 9. Who ac6vely promote Outback Queensland on their networks
- 11. We have put Outback Queensland into the spotlight
- 12. HOW ?
- 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.
- 15. “I PROMISE TO VISIT THE OUTBACK”
- 16. The Promise appears on your Facebook wall For all your friends to see…
- 17. And you get a nice liQle
- 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
- 19. We even got the PM of the day
- 20. The new PM is s6ll thinking about it
- 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
- 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
- 27. And they tell their friends
- 28. And share our content
- 29. This way we reach more people Their Friends 5,000,000 or so Our Fans 31,981
- 30. “92% of people trust recommenda>ons from people they know and trust, 70% trust recommenda>ons from other like minded consumers ” -‐Nielsen, 2012
- 31. But it doesn’t end there !
- 32. Our team is on the road
- 33. And if our promise keepers find us at one of our events
- 34. You can grab your badge of honour. A special t-‐shirt to thank you for keeping your promise. So far….. just a few have found us
- 37. What’s it all worth
- 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
- 43. But wait there is more
- 44. We also know that Outback Qld has approximately a 50% repeat visita6on rate That’s a further $900,000 from the same people
- 45. And more…….
- 59. Welcome to the New Bush Telegraph
- 60. To summarise we asked the John Butler Trio to make us a short video. This is what they came up with.
- 61. Ques6ons ?