Digital Marketing SEO Social Media Content for International Education
From Search Engine Watch on Tourism Australia’s digital marketing, content and social media:
‘9 Content Marketing Lessons From Tourism Australia. Most of us think about marketing our businesses or our clients’ business, but how do you content market an entire country (to the world)? That was the question facing Australia back in 2010 when they embarked on their ambitious “There’s nothing like Australia” campaign.
When you think of the travel and tourism industry, you typically don’t think of the most innovative content marketers. Contests and giveaways are the primary tools of the trade.
And digital is proving harder than ever to conquer. Just recently, the BBC sold Lonely Planet at a perceived loss. And Google, which had acquired travel behemoth Frommers in August 2012, has recently sold the popular travel guidebook company back to its founder.
So in this climate of economic uncertainty and risk-averse marketing, how did Tourism Australia manage to pull such wins from their sun hats?
The answer lies in their carefully constructed social media plan of attack and consistent execution.
According to their SlideShare presentation called “The World’s Biggest Social Media Team”, here is how they did it.
1. In-House Social Media Team
2. User-Generated Content
3. Fans Become Brand Ambassadors
4. Engage in Word of Mouth Marketing
5. The Customer is the Hero of the Story
6. Fans Own Their Content
7. Newsjack When Possible
8. Let a Story Develop Its Own Legs
9. Every Social Platform Has Its Own Rules
Content Marketing Keys to Success:
The kind of success that Tourism Australia has seen with its social media initiatives has so far been unparalleled in the travel industry. This social media success has played a large part in attracting 6.1 million visitors to Australia in 2012 – an increase of 4.1 percent compared to 2011.
In my view, Tourism Australia had three main goals in the execution of this strategy, which formed the basis of their success.
These goals were:
- A deliberate decision to move away from one-way broadcast-type messages and instead embrace the participatory nature of social media.
- To focus away from marketing to foreigners who hadn’t yet visited Australia and instead focus on building up Aussies who lived there or foreigners who had already visited to become their brand ambassadors.
- To rely on citizens and past visitors to share their stories and own their content, thus building up a natural level of pride in Australia.
In keeping with Tourism Australia’s goal to build the world’s largest social media team, they are currently training close to a million people working in Australia’s tourism sector to become brand advocates for the country by empowering them with the tools and know-how marketing
One of the key takeaways for social media marketers from Tourism Australia’s story: don’t be afraid to test and experiment on social media. A lot of times, marketers get fearful about testing and tweaking and don’t want to fix what isn’t broke.
Tourism Australia has shown us the importance of testing constantly to find what works best for your niche, your business, and your customers. Making mistakes and being transparent just adds to the social experience!’
Why have Austrade, state marketing bodies and institutions not been practising good marketing using the Tourism Australia model, and plethora of free resources available?
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