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Social Media Release - Tourism Montreal Case Study

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What is the future of the press release? View this presentation to learn more about Social Media Releases (SMR) and how Tourism Montreal found success by using an SMR in their communications campaign.

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Social Media Release - Tourism Montreal Case Study

  1. 1. 01/30/15 Social Media Press Release – Tourism Montreal Case Study Sharlene Dozois, Vice President, Sales – CNW Pierre Bellerose, Vice President, Public Relations – Tourisme Montréal
  2. 2. Social Media Press Release What is the future of the press release?
  3. 3. The Evolution of the Press Release 3 Click Here
  4. 4. The Traditional Press Release 4 Title Formatting
  5. 5. The Social Media Release: Why, How and Then What? Know your target audience
  6. 6. The Social Media Release: Why, How and Then What? Release (plain text) +
  7. 7. The Social Media Release 7 Release title stands out Enriched formatting Standard address in English or French (indexable!) Contact details show at the top Video with multimedia marker
  8. 8. The Social Media Release 8 Isolated quotes Tags and links to social media sites Integrated moderated comments
  9. 9. The Social Media Release 9 URL link
  10. 10. The Social Media Release 10
  11. 11. The Social Media Release 276 pages visited CNW’s YouTube page
  12. 12. Google Analytics Slide # 12No. of visitors Peaks – number of readers
  13. 13. Google Analytics Peaks – number of readers No. of visitors
  14. 14. Google Analytics Summary of traffic sources Source detail Keywords used
  15. 15. Video Analytics Peak viewers
  16. 16. The Social Media Release "Putting the social in social media"
  17. 17. 100% Web Campaign – APRIL 2009  Tourisme Montréal holds media breakfast to announce 2008 results and unveil its 2009 marketing strategy  Press release and specs for CNW "traditional"  CNW "social media":  Links  Video featuring Tourisme Montréal President and CEO  Video – Montreal in Two Minutes Case Study Geotourism MapGuide – JUNE 2009  Distribution of press release announcing launch of first urban Geotourism MapGuide  Press release and specs for CNW "traditional"  CNW "social media":  Links  Drawings by children  Geotourism MapGuide
  18. 18. Case Study Tourisme Montréal: the shift to 100% Web-based advertising yields positive results – JANUARY 2010 •Distribution of press release announcing the results •Press release and specs for CNW "traditional" •CNW "social media": Links 2 videos 1 image
  19. 19. The Social Media Releases April 2009 Release  Tourisme Montréal shifting to 100% Web-based advertising June 2009 Release  Montréal becomes the first city in the world to release a National Geographic Society MapGuide January 2010 Release  "Tourisme Montréal: the shift to 100% Web-based advertising yields positive results" on SMR
  20. 20. The Results 100 % Web Campaign - APRIL 2009  No traditional media pick up  Numerous specialized blog  Numerous Tweets and Re-Tweets on Twitter.com Geotourism Map Guide – JUNE 2009  Several dozen traditional media articles  A number of specialized articles  Numerous posts on specialized blogs  Multiple Tweets and Re-Tweets on Twitter.com Source: Google Analytics – CNW. September 3, 2009
  21. 21. The Results Results 100% Web Release (January 2010)  Less impact but on a good niche  No traditional media articles  A number (few) of specialized articles  Few posts on specialized blogs  Multiple Tweets and Re-Tweets on Twitter.com  Social media “spin”:  Facebook  Twitter  Direct, personal contact – specialized bloggers
  22. 22. The Results Google Analytics Summary CAMPAIGN 100% WEB GEOTOURISM 100% WEB RESULTS visits 1618 586 1131 Visitors 1222 448 888 pages views 2862 905 1246 direct/cnw.ca 756 230 675 google 520 258 88 facebook 127 36 99 twitter 40 8 109
  23. 23. Sample Article – Traditional Media Source:LeDevoir,PLAISIRS[Leisure]section,Saturday,June27,2009,p.D2
  24. 24. Sample Article – Traditional Media Source: La Presse, Vacances/Voyage [Vacation/Travel], Saturday, June 20, 2009, p. Vacances/Voyage 7
  25. 25. Personalize Content for Bloggers…
  26. 26. Sample Blogger Coverage…
  27. 27. Sample Blogger Coverage…
  28. 28. Sample Blogger Coverage…
  29. 29. Sample Blogger Coverage…
  30. 30. Sample Blogger Coverage…
  31. 31. PierreBellerose - Mon 15 Jun 14:03 Montréal, première ville au monde à disposer d’une carte géotouristique du National Geographic Society http://bit.ly/10BQJk #Géotourisme PierreBellerose - Mon 15 Jun 14:06 Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ #Geotourism
  32. 32. StartupCoach - Mon 15 Jun 14:15 via Search RT @Pierrebellerose: Montréal, the first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ ClaudePéloquin - Mon 15 Jun 14:20 via Search RT @Pierrebellerose: Montréal: first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ IChronos4 - Mon 15 Jun 14:22 via Search Montréal, first in the world to release National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ (via @Pierrebellerose) MarieJugag - Mon 15 Jun 14:39 via Search RT @claudepeloquin: RT @Pierrebellerose: Mtl: first city to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ Suzlortie - Mon 15 Jun 14:43 via Search RT @Pierrebellerose: Montréal becomes the first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ Jgettrion - Mon 15 Jun 14:46 via Search RT @suzlortie: RT @Pierrebellerose: Montréal first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ RT @PierreBellerose
  33. 33. Varseneault - Mon 15 Jun 15:43 via Search @Pierrebellerose Montréal becomes the first city in the world to release a National Geographic Geotourism MapGuide http://bit.ly/pTxjQ Bibliofusion - Mon 15 Jun 16:07 via Search RT @Pierrebellerose @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 KaterineRollet - Mon 15 Jun 17:15 via Search RT @Pierrebellerose: Montréal becomes first city to release a National Geographic S. Geotourism MapGuide http://bit.ly/pTxjQ #tourism LaureMHart - Mon 15 Jun 18:52 via Search RT @katerinerollet @Pierrebellerose: Montréal first city to release a National Geographic Geotourism MapGuide http://bit.ly/pTxjQ #tourism KimVallee - Tue 16 Jun 14:46 via Search @urbangreengirl Honestly the link to download the map was not obvious to find. I spoke to @pierrebellerose for the paper version Ruby Roy - Tue 16 Jun 07:22 via Search Montréal the first Geotourisme City since 2007! Want to know more...come visit with me and you will see why... www.montrealgeo.com.. RT @PierreBellerose
  34. 34. Cifort: Montreal’s all-new geotourism MapGuide published by the National Geographic Society: http://tinyurl.com/m2lljt PublishingNews: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide: TOR.. http://cli.gs/mQ4JjM montrealgazette: Montreal first for geotourism http://snipurl.com/k5x41 TodaysReleases: Launch of the Island of Montréal's first Geotourism Guide Produced by the National Geographic Society: MONTREA.. http://cli.gs/hXesbE CNWGroupSMR: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://tinyurl.com/lgo3c6 jgeoffrion: RT @suzlortie: RT @Pierrebellerose: Montréal first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ suzlortie: RT @Pierrebellerose: Montréal becomes the first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ #Geotourism Page 1/7
  35. 35. JeffWelchMT: RT: @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 mariejugag: RT @claudepeloquin: RT @Pierrebellerose: Mtl: first city to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ knwachter: RT @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 Nancy_BP: RT @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 (Yé à @PierreBelle ... NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 iCronos4: Montréal, first in the world to release National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ (via @Pierrebellerose) #Geotourism Page 2/7 522 followers 845 followers 21 712 followers
  36. 36. missmartine: RT @Pierrebellerose: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://bi ... Pierrebellerose: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ #Geotourism geotourism: A salty treat for the day. Check out how salt mines and routes in Mexico are creating jobs and responsible tourism. http://ow.ly/edhl NewProductsCNW: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide: TOR.. http:// tinyurl.com/mjvzny mattforsythe: @MTLCity Everyone's talking about Montreal's geotourism map today. Isn't the term 'geotourism' redundant? MTLCity: Montreal's the first city to do a geotourism map which groups together both famous and less well known features .. http://tinyurl.com/kjm6mp #Geotourism Page 3/7 497 followers
  37. 37. natgeomaps: NatGeo and city of Montreal launch first urban geotourism mapguide with cartography from NG Maps. http://tinyurl.com/nc68wy montrealgazette: New city guide puts Montreal on the geotourism map http://snipurl.com/k83u9 MindfulTable: RT @moniquebeaudin Blog item: Montreal first city to get National Geographic geotourism map http://tinyurl.com/m89pxz LaurelMHart: RT @katerinerollet @Pierrebellerose: Montréal first city to release a National Geographic Geotourism MapGuide http://bit.ly/pTxjQ #tourism canadacomnews: Montreal first city to get geotourism map: Montreal Mayor Gérald Tremblay is to officially unveil a new geotouri.. http://tinyurl.com/mabvbt katerinerollet: RT @Pierrebellerose: Montréal becomes first city to release a National Geographic S. Geotourism MapGuide http://bit.ly/pTxjQ #tourism #Geotourism Page 4/7 1 023 followers 516 followers
  38. 38. moniquebeaudin: Blog item: Montreal first city to get National Geographic geotourism map http://tinyurl.com/m89pxz gazetteblogs: Green Life: Montreal first city to get National Geographic geotourism map http://tinyurl.com/m89pxz StephanieLaurin: RT @missmartine: RT @Pierrebellerose: Montréal becomes the first city in the world to release a National Geographic Society Geotourism M ... bibliofusion: RT @Pierrebellerose @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 moniquebeaudin: Montreal gets a new geotourism map http://tinyurl.com/m2lljt Pierrebellerose: RT @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 varsenault: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://a2a.me/IIb via @AddToAny #Geotourism Page 5/7 418 followers 323 followers
  39. 39. chrisarsenault: RT @twtfelipe RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 AndresRestrepo: RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 urbangreengirl: @KimVallee I got the PR too for GeoTourism map but I thought it wasn't available yet. mohakprince: @twtfelipe Kudos Montreal Community | So,Nice to see a city with NatGeo's Society Geotourism Mapguide #w00t FlowersMontreal: RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 twtfelipe: RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 evablue: rt @KimVallee Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 #Geotourism Page 6/7 865 followers
  40. 40. endirectdesiles: Retweeting @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 ecomentum: RT @GeoTourista Montreal gets first urban geotourism map guide w/National Geographic GeoTourista: Montreal gets first urban geotourism map guide w/Nationl Geo KimVallee: @stephdau: MTL is the 1st and only city to National Geo. Center for Sustainable Destination's Geotourism Charter. I am writing about it stephdau: Montreal is the 1st city to sign the National Geographic Center for Sustainable Destination's Geotourism Charter: http://montrealgeo.com/ #Geotourism Page 7/7 3487 followers
  41. 41. A Few Tips 41
  42. 42. The Social Media Release What is the future of the press release?

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