Jesse Desjardins from Tourism Australia talks about how his team speak to millions daily via Tourism Australia's digital platforms to become the most followed destination globally on social media.

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Being in charge of a successful social media team, Jesse shares some of his knowledge and insights gathered over the years on how to become a successful social media team. He shares the learnings and results of Tourism Australia as an organisation with humour and a lot of examples showing you how you can generate all the content you will ever need.

During this talk, Jesse shares 5 tips with the audience to become amazing content creators:

1. Find your “Kevins”: find the best content creators for your destination

2. Create value, not vanity: every piece of content should provide valuable information about the destination, not only portray it for vanity

3. Build something that gets bigger over time: great content should be ongoing and shareable

4. Don’t be a storyteller, Give a story to tell: give people the occasions to talk about your destination

5. Earn a ridiculous amount of trust with partners and the industry: collaborate with them, give them visibility.