In this climate of economic uncertainty and risk-averse marketing, how did Tourism Australia manage to pull huge wins from their sun hats? The answer lies in their carefully constructed social media plan of attack and consistent execution.
Most of us think about marketing our businesses or our clients’ business, but how do you content market an entire country? That was the question facing Australia back in 2010 when they embarked on their ambitious “There’s nothing like Australia” campaign.
Now in 2013, Tourism Australia has the most popular destination page on Facebook, with more than 4 million loyal and highly engaged fans. According to Andrew McEvoy, Managing Director of Tourism Australia, Australia was 2012's most popular travel destination on Facebook, Google+, and Instagram. This year’s “6 Best Jobs in the World” campaign by Tourism Australia has so far drawn in over half a million applications worldwide.
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
Even though their core social media team consists of just three people, these three are the brains behind the social strategy and its vision.
“Ultimately, we want our four million Facebook fans, the 23 million Australians who live here and the 6.1 million people who visited last year to become part of the world's biggest social media team and ambassadors for our country," according to Nick Baker, executive general manager of consumer marketing for Tourism Australia.
To enable this massive online effort, the in-house team curates thousands of images of Australia sent to them by Australians who currently live there and by foreigners who’ve visited in the past. Therefore, Tourism Australia has turned over content creation to its community by heavily investing in …