collaboration as a method: turismoer's digital strategy told with collaborative projects
TRANSCRIPT
Giovanni Arata, Social Media Manager, Emilia Romagna Tourist Board
How collaborations are shaping the new world of digital marketing in tourism
WTM London - 9 November 2016
From content to products: Collaboration as a method #inEmiliaRomagna
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@giovanni_arata
The DMO as an enabler/stage
Destinations reloaded: the DMO as a stage
Partners
CREATIVE COMMUNITIES
INSTITUTIONS
@giovanni_arata
PEOPLE
INFLUENCERS
Why
Choral accounts are more accurate and credible
Collaboration helps re-shaping contents, formats, mindsets
@giovanni_arata
Outputs
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CONTENT
DATA
FORMATS
EXPERTISE
@giovanni_arata
2010
2010
2011
2011
2011
2010 2011 2011 2011 2011 2011 2011
2011 2012 2013 2014 2015 2016
CONTENT
FORMAT
DATA
EXPERTISE
Emilia Romagna Collaborative projects by type of output
2010
@giovanni_arata
BlogVille ItalyBio: blogtours, rewritten the wiki-way
Output: content/format1.300+ blogpost
1,8 Mln. unique visitors18 Mln users reached on SM
Format then re-used by several destinations worldwide
@giovanni_arata
#SelfieDOPBio: free food photography workshops
Output: expertise/content10 workshops
150 attendants - hoteliers, bloggers, citizensFormat has been re-used by brands [e.g.
Consorzio Parmigiano Reggiano] and academia
@giovanni_arata
Wiki Loves Monuments
Bio: International photo contest
aimed at local cultural heritage
Output: content/expertise
14500 photos gathered
2400 participating photographers
150+ local institutions involved and
trained on digital literacy;
partnership formed w/Govt.-Ministry
of Culture
What’s next?
@giovanni_arata
CONTENT
DATA
FORMAT
PRODUCTS?
EXPERTISE
@giovanni_arata
Thank you all!
Contacts
@giovanni_arata
Facebook:@EmiliaRomagnaTourismInstagram: @ Turismoer
Twitter: @ERTourismYouTube: @ turismoer
Blog: blog.travelemiliaromagna.comMail to: [email protected]