Identify a tourism skill or knowledge area and then create a toolkit resource document. The topic will be a review/summary of something you have learned during your degree. Your resource document will explain the topic you have chosen, i choose Marketing - Social Media - TikTok For example: F Marketing: Social Media Twitter T What is Twitter? Twitter is a social media platform that allows users to post text up to 280 characters, images, and videos Why Twitter? Ability to share the past with outside of followers by RT and Like Feature Sharing Information in real- time Ability to become viral tweet through retweeting ⚫ Fasy to communicate with users by replying and commer Anonymity makes it saeler for users to participate in the campaign ⚫RT, hashtag, and trend gives the opportunity to create a viral tweer ⚫ Advertisement on Twitter is possible to RT and I ike ⚫ High risk of swarming Marketing Strategies What is Retweet? ☐ It allows sharing of others' tweets with followers. RT makes easily to spread posts to an unspecified number of people. (Twitter Developer Platform Overview,n.d.) ⚫ Operating official accounts Companies disseminate information and get users to follow them. ⚫ Advertisements on Twitter Twitter ads are ads that appear on timelines and results of searches. Ads can be liked and retweeted. Statistics • Over 368 million active users (Statista, 2021) • 6.45 million active users in Canada (Statista, 2021) . Creating a Campain To gain followers and increase recognition, ask for "follow & retweet" or "follow & post a comment with the hashtag" as a requirement to participate in the prize. . 54% of Japanese users follow official company accounts (Statista, 2021) ⚫ 46% of business use Twitter (Park et al., 2016) Utilizing Influencers To increase recognition through attention from influencers' followers and secondary spread through likes and retweets Marketing Example Destination BC @HelloBC Overview In 2015, Vancouver has been selected as a host of the FIFA Women's World Cup finals. Destination BC offered a campaign using live streaming to promote popular tourist attractions. Results • 2K increased follower ⚫ 26K total Periscope viewers • 2.5K Live Periscope viewers • 66% more engagements than the daily average (@Hello BC Pulls in Visitors with Periscope, n.d.) Create a Campaign Hashtags (#FIFAWWC, #exploreBC) were used to post photos and encourage visitors to stay and explore the city. Destination BC @HelloBC Follow We'll be LIVE on Periscope at the Sea to Sky Gondola for our #FIFAWWC Half Time Show! Join us at 5:45pm Destination BC @HelloBC Follow Tune in for our final #FIFAWWC Periscope broadcast at 4:45! We'll be meeting @Vanaqua's famous love otters! 2 Maximise engagement with live video streaming Reaching out to local celebrities to broadcast live on Periscope to increase engagement and more video views. Gain awareness with a relevent targeting ⚫ Keywords: #FIFAWWC, #CAN . Interest targeting: "travel", "soccer" Related follower targeting @CanadaSoccerEN @TripAdvisor 3 References Destination BC @HelloBC Follow We'll be LIVE on Periscope at Grouse Mountain for our #FIFAWWC Half Time Show! Download the app & join us at 4:45pm Rappensperger, T. (2021, July 30). How to Use Twitter for Tourism Marketing. Regiondo. https://pro.regiondo.com/blog/twitter-tourism- marketing/ Japan: Share of Twitter users who follow business accounts. (2022). Statista. https://www.statista.com/statistics/1247511/japan-share-twitter- users-who-follow-company-accounts/ Park, S. "Brian", Ok, C. "Michael", & Chae, B. "Kevin". (2016). Using Twitter Data for Cruise Tourism Marketing and Research. Journal of Travel & Tourism Marketing, 33(6), 885-898. https://doi.org/10.1080/10548408.2015.1071688 Twitter Developer Platform overview. (n.d.). Retrieved 15 January 2023, from https://developer.twitter.com/en/docs/platform-overview Twitter: Number of users worldwide 2024. (n.d.). Statista. Retrieved 15 January 2023, from https://www.statista.com/statistics/303681/twitter- users-worldwide/ Twitter users in Canada 2028 | Statista. (n.d.). Retrieved 17 January 2023, from https://www.statista.com/forecasts/1145272/twitter-users-in-canada @HelloBC pulls in visitors with Periscope. (n.d.). Retrieved 15 January 2023, from https://marketing.twitter.com/en_gb/success-stories/hellobc-pulls- in-visitors-with-periscope