Agency: GUAM VISITORS BUREAU

FY2016 IMPACT STATEMENT

Agency: GUAM VISITORS BUREAU Division/Program: MARKETING/SOCIAL MEDIA

Executive Summary

In the past 4 years, Guam Visitors Bureau has evolved into a digital driven marketing organization. Our global Internet strategies and campaigns have gained industry reputation, won an award, and drove visitors to Guam from diverse source markets. The Marketing Department needs to continue investing into digital, mobile, and social media in FY2016 to support the goals of Tourism 2020. GVB should set out to become one of the most innovative tourism bureaus in the world.

FY2016 is a critical year for Guam tourism. Macro economic trends such as the declining Japanese visitors, China outbound tourism, and growing Internet of things require destination marketing and management with fresh thinking. The launch of GVB Global Website CRM system and the anticipated completion of Guam’s first convention center mean opportunities for aggressive MICE business development by leveraging new digital tools with effective sales workflow. Creative social media storytelling is also the perfect medium to reach global audiences and showcase Guam’s new museum and cultural tourism during the 12th Festival of Pacific Arts in 2016.

The FY2016 Social Media Plan will focus on new experience marketing, mobile development, cultural tourism, and event promotions of Visit Guam 2016 campaign. The plan will also continue to support the works for two annual global integrated campaigns during Spring / Summer (Guam Events) and Fall / Winter (Shop Guam Festival) to drive high yield visitors during low seasons.

Situation Analysis

The number of Smartphone users worldwide will surpass 2 billion in 2016, according to new figures from eMarketer. Inexpensive Smartphones are opening new opportunities for marketing and commerce in emerging markets where many consumers previously had no access to the Internet. Such mobile adoption means it is easier than ever for consumers to book travel on the fly, discover new destination and find peers to travel with.

Many innovative and new travel experiences have come out of social media revolution in the past few years. Home sharing service like Airbnb, ride sharing service like Uber, and created travel itinerary like Trip Advisor mean that FIT travelers today want to connect with local culture and experience authenticity when they visit a destination. The traditional wholesale way of shoving itinerary down traveler’s throat is no longer effective. The modern way of travel product provides customization, personalization, and a sense of community.

Finally, with the launch of Apple Watch and Google Glass, wearable technology will become a force to disrupt the travel service industry in coming years. Many experts believe wearable

FY2016 SOCIAL MEDIA IMPACT STATEMENT AS OF 4/15/15 technology will have the most impact to enhance air travel experiences, create more consumer convenience and enrich tailored services. As the world evolves around mobile technologies in which online and offline services converged, GVB FY2016 Social Media Plan will take advantage of the new wave to create unique Hafa Adai experiences for our visitors.

FY2016 Social & Digital Program

Guam Visitors Bureau needs to continue investing in digital and social media marketing in FY2016. The Marketing Department will utilize the social media fund to develop new marketing innovation and Co Op partnership. FY2016 social & digital programs will be built around mobile marketing, global campaign, Guam events, Visit Guam 2016, and local talents promotions.

Global Campaign & Event Marketing Our FY2016 social media marketing will aggressively support the promotions of SS (Spring / Summer) and FW (Fall / Winter) global campaigns. The SS global campaign will focus on promoting Guam Events. The FW global campaign will focus on Shop Guam Festival.

1) Collateral & social media assets o Develop international collaterals for both traditional and new media to support the promotion of two annual global campaigns. o Work with local Guam event organizers and Shop Guam Festival Co Op vendors to collect and localize event contents, special offers, and promotion messages for international markets. o Develop create incentives for social media users to participate, share and buy Guam travel package to attend Guam events during two annual global campaign durations.

2) Marketing & sales promotions o Work with prominent online media internationally to promote the two annual global campaign and Guam events. o Develop creative partnership with global travel agents and ticket sales platforms to promote and sell Guam travel packages during the duration of two annual global campaigns.

3) Global campaign video production o Produce video contents to feature the pre-event buildups, event highlights, and event promotion results.

4) Co Op support o Co Op incentive with industry partners (e.g. credit cards or airlines)

FY2016 SOCIAL MEDIA IMPACT STATEMENT AS OF 4/15/15 5) Local talent promotions o Focus on promoting key local talents that are most relevant to the interests of international visitors. o Profile celebrity chefs on Guam and their unique cooking methods to promote diverse cuisines tourists can enjoy in Guam.

6) Authentic social media contents promotions o Work with GVB branding team to identify the most relevant social media contents from Only on Guam campaign and promote them internationally on social media to high yield customers.

7) Make new friends campaigns! o Work with GVB oversea reps to develop incentive campaigns for past Guam visitors to submit their stories of making new friends from Guam and promoting the stories on social media. o Develop social marketing angles for making friends in Guam and encouraging repeat visits to Guam.

8) Social media publicist / Writer o Work with GVB HQ and oversea offices to strategize Guam brand storytelling and define destination positioning to craft the most effective messaging across all digital channels. o Develop creative writing and social media narratives for GVB campaigns, media relations, and social marketing. o Develop relationships with influential media, personality, and journalist and maintain their contacts in Simple View CRM. o Design and develop electronic assets to assist in GVB’s international sales and marketing efforts across all source markets. o Assist in planning, organizing, and coordinating media fam tours in Guam during campaigns. o Assist in real time social media monitoring, moderation, and community engagement during campaigns and crisis.

Mobile APP Strategy & Global Website Marketing GVB Marketing Department will utilize the new technologies developed such as mobile APP and Simple View systems to promote new experiences and personalized travel ideas for Guam. The program will consist of the following elements:

1) Destination mobile APP o Facts about Guam o Key attractions o Current events

FY2016 SOCIAL MEDIA IMPACT STATEMENT AS OF 4/15/15 o Transportation o Shopping / Dining

2) Destination mobile APP kiosk in key attraction areas on island.

3) Marketing of Guam’s Wifi hot spots o Marketing program and collaterals to promote venues and places that offer Wifi connections to visitors.

4) Optimization strategies to increase GVB global website visibility o Work with Simple View closely on web SEO transition o Online analytic to identify the most popular web contents o Online consumer lead generation programs

5) Trip Builder on GVB global website o Work with GVB oversea reps to develop marketing tactics to promote the “trip builder” feature on GVB global website. o Promote the trip builder features to website visitors globally.

6) Trip itinerary Q&A o Develop special itineraries for different types of travel groups and personal travel needs in Guam. o Promote specially developed travel itineraries on social media and invite users to ask questions. o Answer user questions via new social media posts a week after. o Continue the Q&A campaign on the ongoing basis to create interactive engagements with potential visitors to Guam and answer their questions for the itinerary.

7) Sharing economy o Develop creative campaigns and incentives for social media users to participate in the events with local organizers and contestants.

SOCIAL MEDIA PROGRAMS

A. Global digital & social media strategist

FY2016 SOCIAL MEDIA IMPACT STATEMENT AS OF 4/15/15 o Quarterly social media research o Monthly social media auditing & reporting o Global campaign strategy & development o Global campaign coordination o Global website & CRM coordination o Regional digital & social marketing supervision o Special projects (e.g. crisis monitoring)

B. Social media analytic & monitoring system o Social media monitoring software o Online brand reputation management for key market activities for Japan, Korea and China o Consolidated dashboard to view social media trend, sentiment, and key opinion leaders. o Real time crisis monitoring on social media

C. Global Campaign & Guam Event Marketing o Development of two annual global campaigns (SS & FW) o Global campaign collateral developments o Global campaign sales & marketing promotions o Global campaign video productions o Co Op incentives o Local talent promotions / authentic experience o Make new friend campaign

D. Guam Mobile APP & Web Marketing o Destination mobile APP o Destination APP kiosk o Trip itinerary development & marketing

E. Social Media Publicist / Writer o Social media storytelling and writing o Online influencer community and media relations o Global media fam tour assistance and coordination o Electronic assets design and copywriting o Social media moderation and monitoring during campaign and crisis

FY2016 SOCIAL MEDIA IMPACT STATEMENT AS OF 4/15/15