• Social media activity by the top tier events was lacking
• Massive opportunity to– engage people pre, during and post event
– find influencers/ambassadors planning to attend
– increase visitor sharing
Insights
Social Media ProcessEXPERIENCES • Individual
Events1
STORIES • Event stories
• Destination stories2
• TEQ
• Organizers
• Performers/athletes
• Attendees
• Influencers
• Sponsors
STORYTELLERS3
• Traditional (TEQ)
• Social
CHANNELS4
• Event led planners (passion)
• Holiday led plannersTARGET AUDIENCE5
• Monitor conversation about our events – using event #hashtags, keywords and geo-search
• Curate the content– engage (potential) event visitors
– identify excellent content
– collect the best content for each event
• Amplify the content– share people’s conversations
– create Facebook albums
– create blog posts
The plan
STORE BEST POSTS
ENGAGE
CONVERSATIONS
Process
EVENT STORIES
SOCIAL MEDIA
LISTENING
INSTAVIDEOS
FACEBOOKALBUMS
BLOG POSTS
Woodford Folk Festival Pic by @youjustare via IG
Woodford Folk Festival Pic by @megabowman via IG
Woodford Folk Festival Pic by @ngaire via IG
Woodford Folk Festival Pic by @p_perez via IG
Woodford Folk Festival Pic by @mirrahsoma via IG
Woodford Folk Festival Pic by @somefx via IG
“Thanks so much @queensland! We had a ball. Queensland has more than the beach and Reef to offer traveller. We are already planning our next visit for a longer stay of course!” Nicole Wise
We’ve taken a long term approachProgram vs. campaign
YEAR ONE• focus on the event/
destination visitor
• start curate, engage
& amplify program
• start engagement
YEAR TWO• expand based on learnings
• leverage curated content
THIS YEAR• Encourage more sharing of
visitor content to inspire
their friends
• Engage with event goers to
encourage conversation
and increase sharing
• make fans famous by
promoting their content
• tie in with S&D
• Increase engagement
• Use this year’s successes to
encourage event
participation
– hashtag, signage, etc.
• Incorporate influencers
• Leverage curated content in
marketing
NEXT YEAR