Marketing formula for social media operations in the tourism industry

With the opening up of the whole country, this year's various holidays ushered in the spring of the tourism industry. Such a phenomenon has forced all tourism industries to think about what kind of marketing can attract tourism consumers? On this issue, the author reviewed the Universal Studios project and found the key steps and highlights of the operation strategy. It is recommended for novices in marketing operations to learn together.

In 2023, consumers' demand for tourism increased significantly. At the beginning of the year, Cangshan Mountain and Erhai Lake in Dali and Dafo Temple in Xishuangbanna received a large number of tourists. Recently, Zibo has attracted widespread attention on social media by promoting barbecue and other food and showing a warm and hospitable atmosphere through short videos. With the arrival of the short holidays at various nodes, what kind of marketing can attract tourists?

By reviewing Universal Studios’ social media operation project, we extracted the key steps of the strategy and the highlights of the execution process, providing high-quality reference for brand marketing in the tourism industry.

In the overall project operation, we not only achieved the spread of brand information, but also gathered fans on Beijing Universal Studios’ social platform, achieving the purpose of mind communication.

(Photo source: Beijing Universal Studios account content)

In terms of the selection and application of communication channels, we more efficiently utilized self-media resources and social interaction methods on WeChat platforms such as H5, leveraging the brand's influence to truly achieve cross-circle marketing. Ultimately, through a variety of interactive methods, we achieved a fan growth of 100,000, while effectively promoting the brand stickiness of the audience, laying the foundation for continuous interaction between users and brands.

In the actual implementation process, fixed content sections are formed according to different campaigns, and interactive topics are initiated in combination with hot news. For example, during the Transformers project, user UGC content was collected, action figures were displayed, and interactive questions were raised to increase fan participation and loyalty, and improve fan stickiness.

In the direction of optimizing the layout and design style, we adopted multiple forms of expression such as long picture design, video, GIF, etc., and reflected the artistic sense and fun through more design-oriented advanced layout and light interactive forms.

At the operational level, we planned creative interactions through clearer character settings and personality traits, in conjunction with brand marketing lines. For example, we released celebrity blessing videos in conjunction with the official announcement of the seven major scenic spots, implemented H5 interactions with the Kung Fu Panda and Jurassic projects, and implemented creative marketing interactions with interview videos of the Transformers project.

When it comes to Weibo operations, our most outstanding advantage is that we systematically introduce and popularize different IPs to arouse readers' interest, form fixed content sections according to different projects, and update content in a timely manner based on hot topics and IP collaborations.

In terms of content, we take into account both theme park fans and IP fans, enhance fan interaction, initiate WeChat interactive fan UGC, and finally attract audiences across the entire network through content optimization and beautification such as pictures and videos.

(Photo source: Beijing Universal Studios social media account content)

During the entire project, by spreading the topic #Beijing Universal Studios Autobots Gathering#, the copywriting video focused on childhood memories, model play and UPR travel memories, while conveying relevant information about "Beijing Universal Studios", successfully rekindling fans' memories of Transformers and childhood nostalgia, making them feel connected to UBR.

We take the core fans of Transformers as the core of our KOL matrix, accurately reach the core fans, and also cooperate with influencers in other related industries to expand the social communication reach of mass fans and potential fans. And according to the browsing habits of fans on social platforms, we cleverly choose the time of posting and topic discussion to increase exposure and participation rate. At the same time, we plan lucky draws to attract more Transformers fans and park fans to pay attention to the official Weibo and the park information that is continuously released.

(Photo source: Beijing Universal Studios social media account content)

Finally, let's summarize the key steps of social media operation: high-quality content + professional operation methods + operation and maintenance of core fans. In the fiercely competitive tourism marketing market, social media operation and brand image building have become the focus of business strategy.

Author: Shiqu Research Institute

Source: WeChat official account: "SocialTouch Research Institute (ID: SocialTouch2020)"