March saw another fantastic Tourism Tweetup with two interesting and experienced marketers, Marketing and Communications Manager Craig Easdown from Centennial Parklands and Marketing Executive Lindsay Richards from BridgeClimb Sydney.
Both Craig and Lindsay spoke openly about they way they manage their social media and how it fits in with their overall marketing. Both spoke about starting via experimenting and then formulating a clear and defined strategy that is not only executed by the small marketing team but communicated internally so all staff understand how they can (and maybe can’t) contribute.
Some of my favourite points we discussed:
# With BridgeClimb it took a little time to find the right voice (and tone) for their Facebook page and social channels. They realised that they needed their page to reflect the experience people have when they participate in a BridgeClimb activity and that is fun, exciting and upbeat. Once their voice reflected that across their other channels they saw success and growth in engagement on their page and really found their groove.
# Both discussed the importance of timing of posts and how the time of day and the time of the week can drastically impact the success of a post. Centennial Parklands spoke about reaching mums with bubs after 8pm verses cyclists or runners who you may catch in their work lunch break. Different times will reach different segments and the best way to know what works is to experiment with your own page and your own audience and markets.
# Both Centennial Parklands and BridgeClimb said they report to management monthly on reach and engagement. BridgeClimb also tracks referral sales through Google Analytics which is an important metric for them to monitor and maintain.
# Centennial Parklands talked about an interesting and successful social campaign they undertook last year. Through largely their own platforms and working with online social influences, Centennial Parklands created awareness, buzz and exceeded attendee targets for an event held in the park to celebrate Centennial Parks 125th anniversary. This marketing campaign has been nominated for a CommsCon Awards and it worth of it’s own blog post!
# BridgeClimb talked about their first Facebook campaign, celebrating the 3 millionth climb. As part of the celebration they asked people to share their Bridge story, with the chance to win a double pass (daily). BridgeClimb received 5000 entries/stories over the month long campaign period, many with photos. With permission they shared and continue to share the best of these stories.
There were many more great learnings and stories and I can’t thank Craig Easdown and Lindsay Richards enough for coming along and being such great guest.
Some links that were discussed:
— BridgeClimb Sydney (@BridgeClimb_Syd) March 25, 2014
— Tania Myles (@taniamyles) March 25, 2014
— Kate Dombkins (@katedombkins) March 25, 2014
Themes if #tourismtweetup this month visual storytelling, timing of posts, content calendar, ongoing internal education
— Holly Galbraith (@HollyGalbraith) March 25, 2014