Promoting Estonia as a Travel Destination via Social Media
Helene Lukke, M.Sc.E-marketing coordinatorEnterprise Estonia, Estonian Tourist [email protected]/visitestonia
• What is Estonian Tourist Board’s marketing team focusing on?
• visitestonia.com website • Social media strategy and
implementation
Promoting Estonia as a Travel Destination• increase the awareness of potential target market tourists regarding the
possibilities and tourism products of Estonia as a tourism destination
• Marketing team: 2 e-marketing coordinators, 10 country managers, foreign representatives
• Target markets 2011-2013:
- First Priority: Finland, Russia, Germany;
- Second Priority: Sweden, Norway, Latvia;
- Domestic Tourism;
- Third Priority: UK, Lithuania; Poland;
- Developing Countries: Italy, Spain,France;
- Extra activities : USA, China, the Netherlands, Japan, the Ukraine.
Estonian Tourist Board (ETB) activitiesConsumer 75%•Campaigns•Brochures and infomaterials•PR•Tourism fairs
Trade 25%•Newsletters•Infoseminars•FAM trips•Tourism fairs
visitestonia.com website•9 languages (ENG, FIN,GER, SWE, RUS, LAT, CHI,EST, RUS (local)•database with 7000 sites•1700 infosystem users
•In 2011:
In 2015…
How to attract more visitors to come to Estonia?Social media?
Social Media Strategy – step 1 - Researches about online-behaviour in social media channels
The reason why people use social media
Reasearch: UK Social Media Census 2011
• Material driven• Impulsive• Informational driven
How popular is social media?
What happens online?
Who uses which channels?
Social Media Strategy – step 2
• Where are we? Analysis of current situatsion of ETB activities
• Where do we want to go? Analysis of best-practices in tourism
Goals of social media activities • To increase visibility and connect with people• Create a positive imago and make people talk about
Estonia• to inspire the members of target groups to search for
additional information and to make a travel decision• Create more visits to visitestonia.com
Main social media channels of ETB
Measuring the results 01.01.2011-28.06.2011 vs 01.01.2012-28.06.2012
Takeaways• A strategy is needed when many people are involved in social
media activities• Set rules for:- Who is responsible - Posting language and style- Freequancy and timing of postings- Subjects to avoid- Handling Negative Topics
• Combine social media with the main hub• People share mostly fresh news, beautiful pictures, interesting
videos, big events, funny facts, unique sites, insider tips • Experience and make it FUN
Thank You!
Helene LukkeEstonian Tourist [email protected]