DMAI Social Photography Presentation by Caroline Bean - Greater Philadelphia Tourism Marketing Corp., Bill Karz - LA Tourism and Melissa Yao Hille - Visit Savannah
2. Who are we?
• Caroline Bean, Director of Social Media,
Greater Philadelphia Tourism Marketing Corp.
@VisitPhilly
• Melissa Yao Hille, Chief Marketing Officer,
Visit Savannah
@MelissaYaoHille @VisitSavannah
• Bill Karz, Director of Digital Marketing,
Los Angeles Tourism and Convention Board
@discoverLA
11. Social Photography
OBJECTIVES
1. Change Perceptions
2. Drive Web Visitation
3. Increase Engagement
4. Build Asset Library
5. Promote Members
12. Social Photography
STRATEGY
Flickr & Instagram Website Social
• 25,000+ Images
• 1,300+ Members
• 200k+ Web Visits
13. Social Photography
PROCESS
Create Set Invite Add Feature Credit
Group Rules Photos Contacts Photos Photos
14. Social Photography
• Offline community outreach
multimedia program.
• Recruits photographers and
filmmakers to act and serve as LA
ambassadors.
• Provides potential visitors with an
insider perspective.
15. Social Photography
• Free quarterly tours in exchange for
non-exclusive rights
• 50+ participants (Photo of the Day
photographers, instagram community
and influencers)
• Guided by location scouts, historians
and docents
• Featuring members, cultural
institutions and diverse neighborhoods
19. Social Photography
• Instagram users tagged their photos #49HoursofSF
• Up to 200 photos featured in SF ads running in LA
• One grand prize winner received a Stay & Play package
• 2,000+ photos were submitted
26. Early Results
“Our partnership with Visit Philly was one of the most
successful launches we’ve seen on Foodspotting. And it’s
simply because Visit Philly understood the value of our
service, was totally on board and put a significant push
behind helping get the word out. We were so thrilled to see
the amount of attention the partnership got in the Philly
area!”
-Fiona Tang,
head of outreach, Foodspotting
30. What You Can Do
1. Build a following. Create an account for your brand and start spotting
foods and sharing dish recommendations. Build a following like you would
on Twitter or Foursquare. Promote your Foodspotting feed via social
media (Twitter, Instagram) and your blog.
2. Build location-based guides. Upgrade to a branded channel to add your
own banner and colors and be featured in Foodspotting’s featured guides
list.
3. Connect with your ambassadors. Your destination might already have a
Foodspotting ambassador. Organize eat ups, energize your community.
35. Visit Savannah Pinterest
Theory of Why Pinterest Exploded:
1. Timing is Everything
2. Pictures are Worth 1000 Words
3. Content is King
4. Thinking Outside the Box
5. Making a Long Story Short
6. Seeing is Believing
44. From our Peers …
“It hits my prime target demographic head-on
(women 25-55) and helps us show the culture and
vibe of Columbus rather than tell it.”
-- Joe Vargo, Interactive Marketing Strategist, Experience Columbus
45. From our Peers …
“In addition to inspiration, we are seeing users
plan their trips using Pinterest (a visual itinerary, if
you will). It makes sense for DMOs to share good
content/links for them to pin!”
-- Katie Cook, Interactive Marketing Manager, Austin CVB
46. • 360 International and National DMO
• 254 US DMO
• Only 197 Actively Pinning
• 6 DMO with 1000+ Pins
• 5 DMO with 1000+ Followers
Why aren’t there more DMOs on Pinterest?
Photo Engagement on FB (Edgrank). Fill in the Blanks and Asking for Likes.
Photo Engagement on FB (Edgrank). Fill in the Blanks and Asking for Likes.
Photo Engagement on FB (Edgrank). Fill in the Blanks and Asking for Likes.
Why People Use Foodspotting:HowFoodspotting works: users recommend their favorite dishes and drinks by taking photos of the items and sharing them with the community via FoodspottingSite to find and share good food – not a negative review site (good for us!)Makes it all about the dish. Great for travel, when you're in an area you're unfamiliar with, or even in your hometown where you might be looking for specific cravings.
one of Time’s “Best Websites of 2010” and Travel + Leisure magazine’s “Top Travel Applications” of 2010, Time’s Best Startups 2011
· Tell me about how you use photography in general in marketing (on your website, for media use, etc)· How do you explain “social photography”?· Thoughts on using a professional photographer vs. you iPhone photos?· Bill gets permission to use consumer photography. How does that work? Do consumers like it?· Let’s talk about photography and Facebook.· What do you see as the role of Flickr?· If you had to pick ONE thing to do for your organization, would it be Pinterest? Instagram? Etc.
