1. SLOVENIA
I FEEL
www.slovenia.info
A PRACTICAL APPROACH TO SOCIAL MEDIA:
STB experience 09 May 2012
Tinkara Pavlovčič Kapitanovič, M.Sc. Slovenian Tourist Board
. E-Tourism Seminars
Head of e-Business and Strategic Projects www.slovenia.info Roadshow
tinkara.pavlovcic@slovenia.info Rhodos

2. IFITT

3. ENTER2013 22-25 January, Innsbruck www.enter-2013.org

4. Social media (SM) and DMOs/industry
1. Quick development of SM, different reactions
of DMOs, tourism service providers
2. Do you recognise yourself?

5. ©Google images

6. SM will not go away, because…
Source: GoogleImages and Tinkara
Kapitanovic (bottom left)

7. Social media (SM) and DMOs/industry
1. Quick development of SM, different reactions
of DMOs, tourism service providers
2. Influence of SM on
• ‚Advertising‘
• Public relations
• Direct marketing
• Sales promotion
• Branding
• Research & Development
• Traditional organisational structures

8. Once upon a time...
1. Quick adoption of SM by the STB
2. Fragmented presence on social media – lack of
planning, continuity & coordination
3. Bias towards SM aplications vs. content
creation
4. Lack of brand representation
5. Not clearly defined relationship between the
HQ and representative offices in terms of SM
6. Limited knowledge of new staff members
7. Lack of standardized SM monitoring process

9. Social Media Channels & STB presence
@SloveniaInfo Feel Slovenia
Slovenia

10. New vision of the STB digital /SM
presence
• Be Visible in every single digital platform (social
networks, search engines, web, mobile).
• Be Different in terms of digital marketing
practices
• Be Consistent design and content-wise and in
full alignment with its overall marketing
strategy.

11. Selected goals of SM marketing
• To improve Slovenia's visibility as a tourist destination on
the Internet;
• To raise awareness of Slovenia as a tourist destination via
SM
• To promote and establish wider communication about
Slovenia on the Internet;
• To improve the Slovenia brand and strengthen brand
identity on/via the Internet;
• To increase the number of visitors to www.slovenia.info and
the number of bookings made on that site;
• To increase the number of registered users of the e-
newsletter;

12. Selected goals of SM marketing
• To strengthen PR activities on the Internet;
• To support SEO activities through the use of social
media to guarantee a better position for the
Slovenia.info
• To ensure presence and support to the customers
before, during and after the trip
• To ensure quality platforms for information sharing and
exchange before, during and after trips
• To be creative and innovative in (SM) activities
• To work in partnerships in order to be more effective
and efficient

13. Setting the priorities
1. Focus on main SM mainstreams
• Facebook
• Twitter
• Youtube
• Forsquare
• LinkedIN
Selecting target
2. Consolidation and unification
audience & SM
3. Content creation strategy & process channels &
4. Ennhance monitoring & evaluation develop
appropriate digital
content

14. Facebook page FEEL SLOVENIA
www.facebook.com/slovenia.info

15. Merging post

16. Change in content creation & process
BEFORE
Usage of Feel & Love,
22th Oct 2009 Green, Active, Healthy
Other brand book
guidelines
AFTER
15th July 2011 Content creation
process & guidelines
Interactive note
Regular posting 3-
AFTER 4/week (English-
1st Feb 2012
global)
Monitoring & dealing
with comments

17. Do you use tripadvisor.com/owners?

18. Increasing engagement & interaction of our fans
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19. Small competitions
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20. Engaging with customers via different channels

21. Forming partneships with most influential sites

22. Getting visible on other platforms
Post to New Zealand
100% Pure
Facebook page

23. Twitter @ SloveniaInfo
Source: Google images

24. Twitter @SloveniaInfo
Share quirky facts
about what will/
happened in Slovenia
today or in the next
http://paper.li/southernbarter
http://paper.li/_viajar# days.

26. • Retweet (RT), Reply
• #(hashtag)
– #ToSlovenians
– #activeslo
– #GreenLightWorldFlight
– #IfyouwereinSlovenia
• Bit.ly
• Twitpic.com
• Direct Message (DM)
• Incl. partners

29. Working proactively and highly targeted

31. YouTube.com/Slovenia
Sharing on SM video/favourites through own YouTube channel (bit.ly)
-www.youtube.com/user/slovenia?feature=mhee#p/f/4/21TiLl6iTQc (own
channel)
Sharing on Twitter,
Facebook including link
on Slovenia YouTube
channel

32. Joint Portoroz campaign-all hotels participating

33. Engaging the bloggers & journalists
Twitter & Facebook
Followed by fam trip in
Slovenia for the winner

34. Keep in mind
• New ‚free‘ opportunities
• But:
– Be careful with the exact arrangement
– Define the scope
– How you will use it
– What will bring you
– How it fits to your brand and strategy
– Be ready with your stories

35. Case study:WorldFlightGreenLight

36. Monitoring & analytics

37. Attentics- AD HOC analysis

38. Analytics
Social numbers
Number of fans/ Januar 2011 March 2012
followers
Social Media
Facebook
18.705 24.486
Feel Slovenia
Twitter
972 4.126
@SloveniaInfo

39. Content optimization to increase
interaction
• It is more about
quality rather
then quantity
• Level of
engagement
Facebook Insights

40. Analytics FBinsights

41. • Twitterfall http://twitterfall.com/ -monitoring posts
• Social Bro http://www.socialbro.com –monitoring
Twitter statistics(the most influentual followers, posts
per country ..)
• Social Mention http://www.socialmention.com –
monitoring the performance of selected keyword on
SM
• Crowdbooster https://crowdbooster.com/ for FB in
Twitter analytics
• Attentics http://www.attentics.com
• Klout and Peer Index

42. Crowdbooster.com

43. Did you know
• That some hotels upgrade the rooms based on SM
influence of the guest (e.g. looking at Klout index in
Palms Casion resort, LV)
• That you can convert a general inquiry on Twitter to a
real sale (LifeClass resorts, Portoroz, Slovenia)
• That customer do complain about different aspects of
negative experience on DMO SM channels
• That you can have „SM coffee break“ and even…

44. © Tinkara Kapitanovic

45. Main challenges
1. Content (creation) and story-telling
2. Internal organisation and process
3. Understanding that online marketing /SM
is not only „IT business“
4. Implementation of SM analitcs &
monitoring findings
5. Getting the agency that is capable to
deliver creative and „engaging“ solutions
6. ROI

46. σας ευχαριστώ.
@tinkarapk
http://si.linkedin.com/in/tinkarapavlovcickapitanovic