Social marketing -- a case study of the Jiangxi Provincial Tourism Bureau

����Social marketing -- Analysis of the Jiangxi Tourism Bureau

����Micro-blog interactive topic: # beats Jiangxi good scenery independence #

����Micro-blog: @ Tourism Bureau of Jiangxi Province

����Form: # beats Jiangxi # 17 local stations + Sina Sina micro-blog to create national tourism

����Marketing: Marketing

����Fresh brigade rich Jiangxi

Sina micro Bo human inspection tour after a month-long time, as people have visited Mount Longhu, Poyang Lake, Wuyuan, Jingdezhen, Mount Lu, Wugong Mountain, Jiangkou Reservoir, Jinggangshan and other scenic spots in Jiangxi, through the activities of Jiangxi tourism income doubled.

Beat Jiangxi good scenery independence

����On three characteristics

The Sina 17 place even vote

Sina micro-blog webpage and resource exchange

All parts of the country tourism master opinion leaders

����Marketing steps

STEP1 line planning package

Route planning

STEP2 online preheating: micro-blog topic preheating, tourism master collection, an activity to start a ceremony news reports

News reports

STEP3 broadcast live experience: user participation in micro-blog live

User participation in micro-blog live

STEP4 integrated communication: user participation in micro-blog, micro-blog live Postcard virus propagation, micro-blog activities influence propagation

The content of STEP5 propagation: thematic content complete, news browsing Guide

Thematic content

����Effect of communication

Jiangxi scenic area: Jiangxi province of the attractions, especially activities wherever he went, the rapid increase in number of visitors. According to statistics, since April 1st, the number of tourists year-on-year growth of 19.6%; the moon hill only Qingming holiday, the number of visitors year-on-year growth of eight.

User contributions: during the whole period of activity quality content from travel bloggers, micro-blog master more than 3000, cause net friend attention and many spontaneous word-of-mouth, as of April 23rd the cumulative about 2760000 micro-blog content, activities covered by the number of 1500000 people, to the Jiangxi Tourism Bureau for multiple source of accurate user coverage.

Page flow: during the whole period of activity, project page visits up to 3050000.

Administrative micro-blog account

The official micro-blog: in the event of this week, the Bo account @ Jiangxi scenery alone good account total new fans 4404, average daily increments up to 630 fans. Through the activity, let the Bo account get more user attention.