Tourism VictoriaDigital Trends & Opportunities

February 2013

Digital is big….

2.1 Billion internet users worldwide. Asia accounts for almost half, yet only 24% of population currently access internet

17 million Australians access

the internet, 78% of population (over half

are on Facebook)

If Facebook were a country, it would be the World’s 3rd

largest

By 2014, mobile internet

should take over desktop

internet useage

78% of consumers trust peer recommendations,

14% trust advertisements

people take actionfrom a local search

on mobile

1 in 2

Digital Trends 2013

• Real time marketing– Oreo

• The Mobile Consumer– Responsive Design

• Social Media Engagement– GOR Grand Prix

• Location, Location– SoLoMo

Digital Strategy

Digital Marketing Strategy

Marketing Strategy

Search Social Media

Content eMail

Mobile

Video

Website

• Simple Design & Layout– Easy to navigate– Supports the brand– Easy to convert

• Keyword rich copy– Support search

• Content up to date & relevant• Mobile compatible

– Works on tablets & smartphones

Search

• Search Optimisation (SEO)– Site structure– Optimised content– Links– Avg: 75% of site traffic

• Search Marketing (SEM)– Support SEO– Google Adwords– Cost effective– Avg: $1 per click

eMail Marketing

• Owned List– Regular communication– Engaged audience– Cost effective

• Purchased List– Targeted audience– Respond to offers/competitions

Social Media

• Claim your place – Google Places (google.com/places)– Twitter account– Facebook

• Listen and acknowledge your audience • Inspire, engage then convert• Resource the conversation

Mobile

• Get found on Mobile– Mobile Search– Google Maps– Facebook

• Mobile Site– Responsive or Separate Site

• Do you really need an app?• First screen & Dual Screen• Big Picture

– Integrate mobile into strategy

visitvictoria.com

visitvictoria.comYr ending Dec 2012

Source: Google Analytics

A short digital history

1999First web site

2001visitvictoria.com launched

2001WAP

2002Site redesign

2003 to 2010Refined design

2009m.visitvictoria.com

2010iPhone app

2011playmelbourne.com.au

2011visitvictoria.com

2008Insiders app

Digital Strategy 2011-2014Key directions

Focus on visitvictoria.com Engage with social media strategy Build a strong digital capability in

China Develop a mobile website Expand video content and online

video distribution Encourage the Victorian tourism

industry to increase the use of digital technology for marketing and booking

Mobile Strategy

Mobile visits to visitvictoria.com 2010-2012

• 2010 238,030 visitors (3.5% of traffic) • 2011 651,850 visitors (10.2% of traffic)• 2012 1,362,000 visitors (22.5% of traffic)

• Jan 2013 33% of traffic

Digital Opportunities

visitvictoria Listing

• $250 annual listing fee• $100 Accredited

• (Free for events/not for profit)

• Mapping• Integrated Booking• Deals & Offers• ATDW distribution• Search Optimisation• Reporting• Avg 2,300 views per listing• Fees refunded to regions

Digital Opportunities

Events Victoria

Built communities• Facebook

– Melbourne: 343K (reach: 90M)

• YouTube– Over 1.6M views on the

channel• Twitter

– @Melbourne: 6,850K• Sina Weibo

– /melbourne: 24K• Instagram• Pinterest

Digital Opportunities

Social Media

Tourism supplier

STO

ATDW

Distributors Consumers

Digital Opportunities

ATDW

National ATDW Distributors

Summary

• Keep up to date with digital trends• Develop integrated digital strategy• Focus on search optimisation & marketing• Consider mobile audience• Engage with social media• Leverage Tourism Victoria’s digital channels

Superbowl – Oreo Campaign

Responsive Design

Social Media Engagement

• Facebook Post

Happy New Year

• Over 21,500 Likes/Shares/Comments

• Reach of almost 102,500• Engagement rate of 21%• (Avg engagement: 6%)

Social Local Mobile