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Eden Network Meeting 2013

Social Media as a central part of
Tourism Communcation to guests and partners
Stephan Köhl, Berchtesgadener Land Tourism, Bavaria
Berchtesgadener Land Tourismus, Folie 1

Key facts of Berchtesgadener Land
Topic

Key tourism figures

KPIs

0.7 Mio arrivals, 3.4 Mio overnights,
5 nights Ø, 70% Summer, 91% Germans,
4 Mio day trippers

Accomodation

3000 Guest houses, 33.000 Beds

DMO

BGLT Regional Tourism Marketing Org.
14 Employees, 1.8 Mio. € Budget/year
14 Villages, 100.000 Inhabitants

Top Sights

National park, Lake Königssee, Saltmine,
Mount Watzmann, 2 Spas, Museums etc.
>1000 km hike trails


BGLT „Strategy house“

Target groups: Nature lovers,
Health guests, Families, Day Trippers
Nature experience

Health tourism

Tradition & Culture
Sports & Outdoor
Restaurants & Shopping
Innovation & Sustainability
Vision BGLT 2020: The most attractive holiday
region of Germany stands for high quality
nature experiences and health tourism


Guests want Sense & Sustainability

Change in Values
1. Duty Culture: Effort, Diligence, Loyality…
2. Hedonism: Fun & Action…
3. Sense & Sustainability:
Spirituality, Nature, Engagement…

Tourism today must be meaningful and sustainable
but also meet basic needs like Performance, Fun, Service Quality
and have a good price-performance ratio…


Sustainable Marketing
Trade Fairs

TV/Radio

Direct Mailing

Print

Ads

Website
Press

Print

Posters
Posters

Press
Website

Ads
Social Web

Newsletter

Trade Fairs
Direct
Mailing

Sustainable „green“ Marketing

Classical Marketing






 High amount of paper/resources
 Little research and feedback
 Time lag (not up-to-date)

Reduce energy & resources needed
Concentrate on near source markets
Get expectations right

Invest in regular guests engagement

Foundation partner of Alpine Pearls

Sustainability and
softly mobile travel
30 villages in 6 countries:
AT, DE, IT, FR, SL, CH


Our Online Communication

Inspiration
Information
Booking

Sales

Campaigns

Newsletter

Customer Retention

Website

Sales
Klicks, Requests,
Bookings

Social Media

Customer Retention
Credibility
Collaboration
Google Ranking


Website – Core Medium


Review/Scoring Platforms
Why do we support review platforms?
Because our guests…
 Read reviews
 Trust reviews
 Book on review platforms

Our way: TrustYou Scoring
 We co-operate closely with platforms
 We enable and train our hosts
 Our experience: Hosts that work for
their online reputation have better
quality and performance


Online Marketing: forms & goals
Ad goal  Branding
Ad form 
Display Advertising

+++

Sales

Newsletter

+

+++
+++

++

Customer
Retention

+

+++

Search Marketing

Social Media Marketing

Customer
Acquisition

+++
++


Social Media Prism

Concentration is best


Blog – Social Media Central
Goals
 Opinion Leadership: guests & partners
 Authenticity, Credibility, Feedback
 Google Ranking

Step by step
 Read, Listen, Learn…
 Define content and authors
 Write personal tips and stories
 Link to website and share everywhere
BGLT: Top of Bavaria
 Blogmaster & 10 external Authors
 >1000 Articles (plan 1h per article)
 >150.000 visits/year, >1000 likes/art.


Facebook Fanpage
1133 likes
111 shares
24 comments


Facebook Partner Promotion
Meta Page







Regional Co-Branding Page
„Meta Page“ for all Partners
Social Media Workshops
Social Media Support
Active Cross-promotion

Region Page

YouTube Video Content
 We produce a Social Video






every week and own all
rights
We integrate video on our
website and share it on all
other social channels
Partners integrate video
content on their websites
and social channels
>1200 Abos
Backdoor into Google ;-)


Google +


Online Channels (compared to DMOs)
Website
Campaigns
Newsletter

Top10 Bavaria
Top10 Bavaria
Top10 Bavaria

Blog:
Top of Bavaria
Facebook:
Nr. 3 Bavaria
YouTube:
Top of Germany
Google Plus
Top of Germany
Pinterest:
Top of World
(Twitter, Flickr, Seniorbook pages…)
Strategy
Reviews
Events

> 1.5 Mio. visits/year
> 100.000 visits/year
> 62.000 adresses
> 150.000 visits/year
> 28.000 Fans
> 1.200 Abos
> 6.000 Followers
> 5.400 Followers

First to define Social Media Guidelines
First to fully integrate TrustYou Score
SpaCamp 3 Times in BGL


Platform-Links
 http://www.berchtesgadener-land.com
 http://skifahren.berchtesgadener-land.com
 http://www.berchtesgadener-land.com/de/newsletter






http://blog.berchtesgadener-land.com/
https://www.facebook.com/BGLTourismus
www.youtube.com/BGLT
https://plus.google.com/109472595017244738809
http://www.pinterest.com/bglt/

 https://twitter.com/bgltourismus
 http://www.seniorbook.de/berchtesgadener-land
 http://www.holidaycheck.de/destination-Reiseinformationen_Berchtesgadener+Land-did_105.html

Social Communication is sustainable

The setup of Social Media Channels gives you and your
guests and partners additioanl value and new
communication channels that are…
 Collaborative
 Trustworthy
 Engaging
 Caring >>> Love Brands


Brand Values in limbic map of emotions

June 2013: External brand value analysis from 800
Social Media Texts about „Berchtesgadener Land“
(Limbic Map H.-G. Häusel)

Learnings
Our success factors:
What can a small DMO do?
 We started 2009
 Think online/collaborative
 Top down & Bottom up:
 Top3: Blog, Facebook, Google+
think online and
 Motivate volunteers
motivate employees to join in
 Work with passion
 Budget & Team:
 Dont wait, start now!
Great Social Media Master
3 Persons in online department
25% Online Budget
 Strategy/Goal: Customer retention
 Concentration
on Top10 Social Media Platforms


Thank you for listening


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