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Integrating social media in PR (Case study Wales)

Maha Benachir
Maha Benachir

This presentation explains how the new PR model can be used to integrate social media successfully in the PR approach. By using Wales as a Case Study, each step of the new PR model is being explained.

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Integrating social media in PR Case Study Visit Wales Maha Benachir HEBO 20055653 The Hague School of European Studies Date: January 24, 2011 1
Most searched product online is travel (72%) Online reviews play an important role in consumers decision makings Recommendations from family & friends (90%) and online posted opinions (70%) are highly trusted Persoonlijk waarom ik dit ben gaan doen > Travel. 2
Structure What are social media? Aviareps Tourism Experiencing Case Study Visit Wales Context Strategy Tools Recap | Why social media should be used? 3
What are social media? Social media are online platforms where conversations take place (one-on-one or many-to-many) between people, where opinions, experiences, thoughts, frustrations, information, humor, interests and happiness are being shared. It is also a place for businesses to engage directly with consumers and to build relations. 4
Word-of-mouth Consumers Relationships Listening Transparency Engaging Socializing Sharing Conversations Content 5
Aviareps Tourism PR & marketing agency Specialised in tourism Main task | destination promotion Main goal | in鍖uence consumers to travel to the destinations represented by Aviareps Tourism Main target group | journalists (directly) & consumers (indirectly) Clients | mainly Tourist Boards 6
Experiencing. 7
Case study Visit Wales Aviareps Tourism 8
Current image 9
Desired image 10
Challenge To promote Wales as a holiday destination for generation X (age 16-25) 11
Context. 12
Current approach Step 1 | Collecting news and information about Wales Step 2 | Writing press releases Step 3 | Sending press releases to the press Step 4 | Clippings and media coverage Step 5 | Writing monthly reports with the results 13
New approach 14
Step 1 Media selection Where can you 鍖nd the target group? Where do they search for information? How does the target group use social media? 15
Step 2 Content creator Which language does the target group speak? What are their interests? What kind of information do they search for? 16
Step 3 Engagement Starting conversations with the target group about relevant topics regarding the destination. 17
Step 4 Measurement Monitoring consumer behavior, opinions, thoughts and experiences. As well negative as positive ones! 18
Step 5 In鍖uence Based on the measurement of consumer behavior, engagement can be extended to further in鍖uence the target group. Re鍖ection on the process answers whether the objective has been achieved or not. 19
Current approach vs. new approach Current approach of AT New approach Tradi:onal media Tradi:onal and new (social) media Limited reach (demographics) Unlimited reach (psycho-足graphics) Focussed on journalists Focussed on consumers O鍖ine consumer O鍖ine and online consumer One-足way communica:on Two-足way communica:on Slow spreading of news/informa:on Fast spreading of news/informa:on Unrealis:c results/e鍖ect Realis:c results/e鍖ect Less interes)ng for the client Very interes)ng for the client 20
And next. 21
Strategy Integrate social media in the PR approach Use social media to directly engage with generation X In鍖uence consumer behavior and the travel decision-makings Promote awareness Trigger consumers to desire to visit Wales 22
Tools Conduct research on social media types used Start conversations with the target group Start an online platform for Wales Ask generation X Create an online journey 23
Recap. 24
So why use social media? It reaches a larger target group (no limits!) Monitors consumers needs, desire and interests Selects consumers based on interests It reaches the of鍖ine and online consumer Links the of鍖ine world with the online world (e.g. QR) It adds extra content Fast spreading and sharing of information Direct interaction with target group Possible to measure sentiments To gain consumers trust Feedback 25
What else? 26
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Integrating social media in PR (Case study Wales)

  • 1. Integrating social media in PR Case Study Visit Wales Maha Benachir HEBO 20055653 The Hague School of European Studies Date: January 24, 2011 1
  • 2. Most searched product online is travel (72%) Online reviews play an important role in consumers decision makings Recommendations from family & friends (90%) and online posted opinions (70%) are highly trusted Persoonlijk waarom ik dit ben gaan doen > Travel. 2
  • 3. Structure What are social media? Aviareps Tourism Experiencing Case Study Visit Wales Context Strategy Tools Recap | Why social media should be used? 3
  • 4. What are social media? Social media are online platforms where conversations take place (one-on-one or many-to-many) between people, where opinions, experiences, thoughts, frustrations, information, humor, interests and happiness are being shared. It is also a place for businesses to engage directly with consumers and to build relations. 4
  • 5. Word-of-mouth Consumers Relationships Listening Transparency Engaging Socializing Sharing Conversations Content 5
  • 6. Aviareps Tourism PR & marketing agency Specialised in tourism Main task | destination promotion Main goal | in鍖uence consumers to travel to the destinations represented by Aviareps Tourism Main target group | journalists (directly) & consumers (indirectly) Clients | mainly Tourist Boards 6
  • 8. Case study Visit Wales Aviareps Tourism 8
  • 11. Challenge To promote Wales as a holiday destination for generation X (age 16-25) 11
  • 12. Context. 12
  • 13. Current approach Step 1 | Collecting news and information about Wales Step 2 | Writing press releases Step 3 | Sending press releases to the press Step 4 | Clippings and media coverage Step 5 | Writing monthly reports with the results 13
  • 15. Step 1 Media selection Where can you 鍖nd the target group? Where do they search for information? How does the target group use social media? 15
  • 16. Step 2 Content creator Which language does the target group speak? What are their interests? What kind of information do they search for? 16
  • 17. Step 3 Engagement Starting conversations with the target group about relevant topics regarding the destination. 17
  • 18. Step 4 Measurement Monitoring consumer behavior, opinions, thoughts and experiences. As well negative as positive ones! 18
  • 19. Step 5 In鍖uence Based on the measurement of consumer behavior, engagement can be extended to further in鍖uence the target group. Re鍖ection on the process answers whether the objective has been achieved or not. 19
  • 20. Current approach vs. new approach Current approach of AT New approach Tradi:onal media Tradi:onal and new (social) media Limited reach (demographics) Unlimited reach (psycho-足graphics) Focussed on journalists Focussed on consumers O鍖ine consumer O鍖ine and online consumer One-足way communica:on Two-足way communica:on Slow spreading of news/informa:on Fast spreading of news/informa:on Unrealis:c results/e鍖ect Realis:c results/e鍖ect Less interes)ng for the client Very interes)ng for the client 20
  • 21. And next. 21
  • 22. Strategy Integrate social media in the PR approach Use social media to directly engage with generation X In鍖uence consumer behavior and the travel decision-makings Promote awareness Trigger consumers to desire to visit Wales 22
  • 23. Tools Conduct research on social media types used Start conversations with the target group Start an online platform for Wales Ask generation X Create an online journey 23
  • 24. Recap. 24
  • 25. So why use social media? It reaches a larger target group (no limits!) Monitors consumers needs, desire and interests Selects consumers based on interests It reaches the of鍖ine and online consumer Links the of鍖ine world with the online world (e.g. QR) It adds extra content Fast spreading and sharing of information Direct interaction with target group Possible to measure sentiments To gain consumers trust Feedback 25
  • 27. 27