ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA
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The document outlines Tourism Montreal's three-year strategy to fully adopt social media across their organization. Their strategy involves transitioning from destination marketing to destination management and engaging all internal staff and external stakeholders through social media. They plan to train staff and members in social media skills over three years while shifting budgets fully to social platforms by 2014. Their approach includes educating, communicating, and equipping members and locals to define Montreal through user-generated content on social media.
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ORGANISATION WIDE ADOPTION OF SOCIAL MEDIA
- 1. ORGANISATION WIDE ADOPTION C OF SOCIAL MEDIA @FREDRANGER | TOURISM MONTRÉAL | BUZZMTL.COM
- 2. CONTEXT - < $ > Markets
- 6. « MY PRECIOUS ROI »
- 7. STRATEGY 2009: 100 % Digital 7
- 8. STRATEGY 2011: Niche Marketing 20 niches Festivals Culinary Nightlife LGBT
- 9. STRATEGY 2012: All Social
- 10. All Digital Niche Mktg From Destination Marketing to Destination Management All Social Media
- 11. 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
- 12. THREE FOLD STRATEGY Train internal staff & implement Activate members, tourists, locals… Niche mktg fueled by Social Media
- 14. STRUCTURE - OLD
- 15. STRUCTURE – NEW
- 20. Because more than any tourist board’s recommendations, it’s the people that define a place.
- 21. IN CONCLUSION BE AGILE LET GO FIGHT FOR IT
- 22. THANK YOU! @FREDRANGER | TOURISM MONTRÉAL | BUZZMTL.COM