Channels employed

the Best City in the World

Over 80,000 people cant be wrong! Challenge
Tourism New South Wales (TNSW) has been active in Social Media since 2009 and engaged Two Social to manage the ongoing community interaction between fans and followers of Sydney and NSW on Facebook and Twitter. Two Social first established a presence for TNSW in Social Media in 2009 through the 7 Days in Sydney campaign and at the start of FY2011, there were 10,980 Page Fans. Two Socials challenge was to organically grow the size and reach of the communities without campaign or Social Media advertising support and to significantly improve the level of interaction within the communities themselves. calendar that was mapped to the TNSW marketing and communications campaign calendar, subsequently creating fortnightly conversation calendars to guide interaction including the provision of resources to action the calendar and manage contributions. In addition, Two Social also managed and contributed to the primary Sydney blog, namely, The Best City in the World, writing 4 blog posts per month, whilst actively seeking and managing the input from external contributors. Two Social also focussed on measuring the reach and sentiment of Social Media conversations to gauge the effectiveness of social media activity with the aim of increasing the conversion rate from 10% to 15% over 12 months. the 15 month engagement. Total impressions for the final month were 2,619,250 and views were 22.4% against the industry average of 9.95%. Interaction as a percentage of Likes was 2.2% against the average of 0.5%.By the end of the engagement the Sydney Page was in the top 1% of all Facebook pages. Twitter followers had risen by 45.7% to 15,802, making both the Facebook Page and the Twitter accounts the largest amongst the domestic DMOs. Finally the sentiment of all Social Media commentary was 99% neutral or positive with less than 1% of all commentary about Sydney being considered negative. The community management assignment extended during the course of the engagement to the operation of the NSW Snow Facebook Page and also a Blogger outreach program to promote specific key events in and around Regional NSW. Toward the end of the engagement, Two Social also launched a Regional NSW Facebook Page which generated 9,524 Likes in 2 months from a standing start.

Strategy
Managing both Social channels on a 24/7 basis, Two Socials strategy was to develop tactics to drive consistent growth and content distribution for the Sydney branded communities. Two Social developed an annual conversation

reSultS
When Two Social commenced this assignment, the primary Sydney Facebook Page had 10,980 likes which grew by 741% to 81,395 likes by the end of

CASE STUDY: Tourism New South Wales