2013 DCBA Strategic Plan - Destination Cape Breton Association

Shares 0.14% 0.38% +174%Storytellers 0.97% 2.22% +128%Best Post Type Photos, then Status Photos, then Links +155%Virility 4.68% 4.57% -2%Figure 7 – Facebook RankingCape Breton Island has a strong and engaged following that continues to grow. This following, combinedwith a consistent approach to posting relevant and engaging content, gives Cape Breton Island a verystrong platform with which to work to improve overall engagement and conversion to website visitation.Research and analysis tools for tracking, measuring and benchmarking the Facebook efforts will ensurewe can watch our audience engagement and alter when necessary.Facebook Goals for 2013Recommended changes to the approach for telling the Cape Breton Island Vacation story on Facebookare described below:Increase engagement - This will be attempted through two main approaches.ooA more focused approach to connecting and sharing Cape Breton experiences on thischannel will be utilized prior to the events happening with the ability to drive conversionto website visits and ideally visitation to Cape Breton Island. This focused approach willcome from a closer partner- ship with Key signature partners and product clubs fromaround the island, as well as setting scheduled messages and key objectives for toptravel motivators and partners.The second approach is to populate the past in the Cape Breton Island TImeline. Thisrefers to adding content to the past timeline of Cape Breton Island such that significantevents in History are available on our time- line. (for example: The Flight of the SilverDart took place 104 years ago on February 23rd) Marking and noting these events willadd credibility to Cape Breton’s significance in History as well as provide great contentour tourism operators can link to and share to their audience.The three key objectives for Cape Breton Island’s face- book page for 2013 are as follows:• Continue to show steady growth in followers and reach of message. Target of 20% increase toour follower base, approximately 4050 followers.• Engage audience and provide relevant content and information targeted towards our keytraveler types – Cultural Explorer and Authentic Experiencer. Target of 15% engagement rate.• Provide a channel for past visitors to sharing their Cape Breton Island Experience.TWITTER - @TOURISMCBTwitter has been a content channel which has been used predominantly in the past for listening to ouraudience and curating relevant content to share with Cape Breton Island followers in all channels. Thebreakdown of Cape Breton Island’s Twitter community are as follows:35