The document discusses how collaborations are shaping digital marketing in tourism. It describes how the Emilia Romagna Tourist Board enables collaborations between creative communities, institutions, influencers, and local people to produce tourism content, data, formats, expertise, and potentially products. Examples are provided of past collaborative projects that generated large amounts of tourism content and engaged many participants, with formats being reused by other destinations. The document advocates for continued collaboration to produce different outputs for digital marketing.

1. Giovanni Arata, Social Media Manager, Emilia Romagna Tourist Board
How collaborations are shaping the new world of digital marketing in tourism
WTM London - 9 November 2016
From content to products:
Collaboration as a method #inEmiliaRomagna

2. sdvnjxc x
@giovanni_arata
The DMO as an enabler/stage
Destinations reloaded:
the DMO as a stage

3. Partners
CREATIVE COMMUNITIES
INSTITUTIONS
@giovanni_arata
PEOPLE
INFLUENCERS

4. Why
Choral accounts are more
accurate and credible
Collaboration helps re-
shaping contents,
formats, mindsets
@giovanni_arata

5. Outputs
@giovanni_arata
CONTENT
DATA
FORMATS
EXPERTISE

6. @giovanni_arata
2010
2010
2011
2011
2011
2010 2011 2011 2011 2011 2011 2011
2011 2012 2013 2014 2015 2016
CONTENT
FORMAT
DATA
EXPERTISE
Emilia Romagna Collaborative
projects by type of output
2010

7. @giovanni_arata
BlogVille Italy
Bio: blogtours, rewritten the wiki-way
Output: content/format
1.300+ blogpost
1,8 Mln. unique visitors
18 Mln users reached on SM
Format then re-used by several
destinations worldwide

8. @giovanni_arata
#SelfieDOP
Bio: free food photography workshops
Output: expertise/content
10 workshops
150 attendants - hoteliers, bloggers, citizens
Format has been re-used by brands [e.g.
Consorzio Parmigiano Reggiano] and
academia

9. @giovanni_arata
Wiki Loves Monuments
Bio: International photo contest
aimed at local cultural heritage
Output: content/expertise
14500 photos gathered
2400 participating photographers
150+ local institutions involved and
trained on digital literacy;
partnership formed w/Govt.-Ministry
of Culture

10. What’s next?
@giovanni_arata
CONTENT
DATA
FORMAT
PRODUCTS?
EXPERTISE

11. @giovanni_arata
Thank you all!

12. Contacts
@giovanni_arata
Facebook:@EmiliaRomagnaTourism
Instagram: @ Turismoer
Twitter: @ERTourism
YouTube: @ turismoer
Blog: blog.travelemiliaromagna.com
Mail to: turismoemiliaromagna@gmail.com