FORTE CULTURA - Social Media Concept EN

Social Media Concept for fortified heritage 8 2.4 S OCIAL M EDIA AND THE F ORTIFIED H ERITAGE The fortified heritage offers an incredible variety of topics for interesting stories and posts, pho- tos and videos to help you enrich public debate in social media and can attract positive attention. Take only the main categories of the European Cultural Route FORTE CULTURA: architecture and history, adventure world, travel the world. It can be filtered for each target-group to provoke top- ics. Along with your tourist offer, you can implement your marketing and sales objectives on social media entirely. For example, according to a survey 2 35% of German holidaymakers post photos, videos or com- ments of their holiday in Social Media. Over 53% of them are in the18-24 and 25-34 age groups. Posters thereby reached over 53%. However, 21% of German respondents over 55 years old also post on social media when they are on vacation. Use this potential for your advantage, im- press your users and visitors and make them post even more. What at first may sound simple turns out very fast to be hard work. The fight for "likes" and "fol- lowers" is time consuming and requires high human use. In the context of the EU funded project FORTE CULTURA an online marketing workshop took place in spring 2013 in Berlin. Among other subjects, the pros and cons of the use of social me- dia for the fortress marketing were discussed. The participants (fortresses Königstein, Rosenberg (DE), Kufstein, Hohensalzburg (AT), Kostrzyn and Odra (PL), JAROMER (CZ), Fort Monostor (HU), Verona (IT)) expressed their very differenti- ated opinions on the use of social media for their own marketing. Example fortress Königstein (DE) The fortress Königstein, with an excellent online presence across multiple channels, for example employs its own online marketing expert. In addition to the website of the fortress are among other things, a Facebook page, a YouTube channel and a high quality blog. In February 2013 their Facebook fan page had about 5,000 "likes". With 450,000 real visitors to the fortress, it may seem like the fan page is not profitable. The Facebook support is about 10% of the total work scope of the online marketing expert. Can some 1% of visitors potential justify this expense? Assuming marketing objectives and a strategy is added, the high labour and the associated costs can be quite reasonable. The fans ensures, for example with their current content and especially with the positive opinions of the users give an additional "good feeling". It completes the online presence of the fortress Königstein, strengthens the image and facilitates purchasing decisions. The end of 2014, there are already 8,750 “likes” and 22,000 "visits" on the Facebook fan page. This also shows that a lot of perseverance is needed to sustainably develop profiles in social 2 lastminute.de , 2013