Word-of-mouth referrals and recommendations are the most powerful marketing tool in the travel industry – and social media is word-of-mouth on steroids. By listening and responding to social media, conducting targeted outreach and building a community of passionate BC advocates, we can amplify the sharing of remarkable vacation experiences in BC.
Destination BC is active across a number of social media channels, and encourages BC’s tourism industry to get engaged to gather and share content, raise awareness for BC’s travel experiences, inspire consumers to visit, help provide real-time visitor servicing, and amplify positive visitor recommendations. Destination BC’s social media channels can also connect you to industry programs and resources.
Together we can utilize the power of social media to increase brand engagement and traveller advocacy, and amplify and strengthen British Columbia’s world reputation. Wondering how to engage with us on social media? Read our guide: How to Engage for Industry.
Like every mountain, follow every stream
Our social media fans love BC’s mountains and the charming, quirky towns that sit at their doorstep. While monitoring the #exploreBC hashtag, our consumer social media team noticed this real-time user-generated photo taken from downtown Fernie. After seeking permission, we shared the photo on Instagram where it received more than 23,000 likes and 230 comments. We also shared the photo on Facebook, this time asking our fans what their favourite BC mountain town was and why. This post generated 1,100 likes, 81 shares, and 120 positive comments. See our Instagram post here, our Facebook post here, and also read our BC’s Best Mountain Towns blog post.
A sampling of top perfoming social posts this year
Social media is all about making connections. Here is a sampling of posts from January to the end of September covering all our tourism regions that all performed well on our consumer social media feeds.
Travel + Leisure
Vancouver, Coast & Mountains
Facebook: Capilano bridge https://www.facebook.com/67430677682/posts/10154886108552683
Instagram: Vancouver views https://www.instagram.com/p/BPWEMJJjjdE/
Instagram: Aerial city https://www.instagram.com/p/BPAvZ4cD7mN/
article (Australia FB page): https://www.facebook.com/HelloBC.AU/posts/1441697825907715
Butchart Gardens (Japan FB page) https://www.facebook.com/178554802239169/posts/1418864188208218
Fall in Revelstoke: https://www.instagram.com/p/BZY0p10gmAr/
Island Lake Lodge: https://www.facebook.com/HelloBC.AU/photos/a.161970010547176.40640.155941384483372/1450439468366884/?type=3&theater
Radium Hot Springs (North America FB page): https://www.facebook.com/67430677682/posts/10154316740282683
Bear cub in Fort Nelson: https://www.instagram.com/p/BX_meingdz_/
Liard River Hot Springs: https://www.facebook.com/67430677682/posts/10154477188242683
Bison on Alaska Highway (German FB page): https://www.facebook.com/HelloBC.DE/photos/a.137231009967870.1073741828.136559620035009/483967445294223/?type=3&theater
Cariboo Chilcotin Coast
Northern Lights in the Great Bear Rainforest (German FB page): https://www.facebook.com/HelloBC.DE/photos/a.137231009967870.1073741828.136559620035009/481071435583824/?type=3&theater
Bear in Tweedsmuir Provincial Park: https://www.instagram.com/p/BLq3P9zjlnk/
Nuk Tessli Wilderness Experience: https://www.instagram.com/p/BTsFW7IgjQS/
Lynx at Big White Ski Resort: https://www.instagram.com/p/BRmJdYgAFZ5/
Mount Robson Provincial Park: https://twitter.com/HelloBC/statuses/892498958387490816
Blue River (Australia FB page): http://www.facebook.com/155941384483372/posts/1435644359846395
Participate in our summer #exploreBCchats on Twitter
Our social media team is hosting three #exploreBCchats on Twitter, and we’re inviting our industry partners to join the conversation. We need your local knowledge and expert advice to steer visitors to the many incredible locations and experiences our province has to offer. (A Twitter chat is essentially a conversation on a particular topic with a group of passionate participants.) Our first chat is on the theme of Camping in BC and takes place July 26 from 1 p.m. to 2 p.m. PST. The chat is hosted by @HelloBC and will use the hashtag #exploreBCchat. Find out the questions in our blog post: http://explorebc.co/vjpRIA
Here are the dates for our other two chats.
Twitter Chat #2:
Theme: Family Vacations in BC
Date: Wednesday, August 30th
Time: 1 p.m. to 2 p.m. PST
Blog post (with questions that we’ll be asking): http://explorebc.co/sCUBFN
Twitter Chat #3:
Theme: Local's Guide to Exploring BC
Date: Wednesday, September 27th
Time: 1 p.m. to 2 p.m. PST
Blog post (with questions that we’ll be asking): http://explorebc.co/LN9Fbi
How to use Facebook Livestream
Facebook Livestream is available to any verified page, and allows brands and publishers to broadcast live video content to fans through the platform. Why should you Livestream? Facebook calculates that over 100-million hours of video content is watched daily on the platform, while Social Bakers reported that video posts achieve 135% greater organic reach than photo posts on Facebook. Facebook made changes to its algorithm so that Facebook Live videos appear highest in the News Feed when those videos are in broadcast, meaning live video content reaches more of your fans.
Destination BC produced its first Livestream broadcast on Dec 17, 2016, covering Whistler Blackcomb’s “Ski Like Santa” event. The Livestream received 54,000 views, 779 shares, 1,778 likes and 211 comments.
Watch the recap here: https://www.facebook.com/HelloBC/videos/10154257753087683/ and find out more about Facebook Livestream here: https://apps.facebook.com/livestream/.
Destination BC launches paid social content test in Mexico
Destination BC’s social media team launched a paid social media content test in late November to capitalize on the federal government’s removal of the visa requirement for Mexican travellers that took effect December 1, 2016. Our goal was to test social media content in-market to see what resonated most with potential travellers. Over a one-month period, we published and targeted social media content via Facebook in Mexico City, Monterrey, and Guadalajara. Results were encouraging: our top three most popular posts had a combined total of 60,000 engagements and a combined reach of 520,000. Destination BC plans to launch a Mexico-specific Facebook page in addition to the five markets we are already active in. Stay tuned for additional details!
Pokémon Go for Tourism Destinations and Businesses: How and Why to Engage
100 million and counting. That’s the estimated number of downloads for the phenomenon, Pokémon Go, a free-to-play mobile game that uses augmented reality to bring to life the characters of one of Nintendo’s biggest franchises. To give you a sense of the scale Pokémon Go has – and how it’s impacting tourism businesses and destinations – Destination BC’s Social Media team has put together the following white paper. Read more to see how you can take advantage of this latest trend.
Live Webinar - The Value of Hashtag Marketing
Not sure if you should be using hashtags (#) in your social media efforts, or how to track them? Or, are you wondering which hashtags have the most potential impact with travellers? Destination BC's social media team recently presented a webinar on the value of hashtag marketing on Instagram and Twitter. In the webinar, we spoke about what a hashtag is, the different ways to use them and how to make the most of this effective tool. Whether you're currently managing an Instagram or Twitter account and want to optimize your efforts, you're planning to start, or are just beginning to explore social media marketing, we invite you to listen to the webinar replay and learn how to effectively share your BC experience via social media.
Submit your registration here to access the webinar link.
This past winter, Destination BC helped to drive excitement and inspiration to ski in BC by co-hosting four Twitter chats with SnowSeekers (@iamasnowseeker). A Twitter chat is essentially a conversation on a particular topic with a group of passionate participants. It’s was chance for fans, locals and ambassadors to come together and share their love for skiing in BC! The Twitter chats were on November 20, December 17, January 18 and February 24.
Our first chat on November 20 was a success, with over 111, 000 people reached and generating 192, 000 impressions. Destination BC encouraged our industry partners to join the conversation, share local knowledge and enthusiasm, and help us spread the word. Each #BCSkiChat lasted 30 minutes. Please follow us on Twitter @DestinationBC (corporate) and @HelloBC (consumer) for updates.
Sun Peaks Resort / Jeff Putnam photo
A skier faces a beauty day at Sun Peaks Resort
Destination BC takes stage at SoMeT in New Orleans
Destination BC travelled to the Big Easy in October for the Social Media Tourism Symposium 2015, known as SoMeT. It was a valuable two days learning from peers at Destination Marketing Organizations (DMOs), as well as product representatives such as TripAdvisor. Our team was invited to participate in a keynote session in th
e form of a "fireside chat" with Hootsuite. We shared experiences with incorporating visitor servicing and a network approach into our own strategy for social media, as well as the exciting pilot we're working on with 10 visitor centres and DMOs across the province along with Hootsuite. The team received great feedback on their session, including having their points translated into art by illustrator Kelly Kingman
Mark Rybchuk from Hootsuite talks with Destination BC Social Media Manager Leah Poulton and Social Media Specialist Julia Crawford
Destination BC Social Media Accounts
Each year, Destination BC plans and executes marketing activities to motivate potential travelers to consider, plan and book a BC vacation. Our 2016-2017 Global Marketing Activities Calendar provides a high-level view into our current and planned activities by market. For more information on how you can benefit from or participate in these activities, please contact us.