Econsultancy Digital Shorts | Destination Marketing - a content marketing story?

29th November 2012

Digital Shorts #econshorts

Destination Marketing A content marketing story?

Jon Munro

November 2012 | Digital Shorts | 2

So, a little bit about me

@ flyjon


Source | Flickr | lucyparry1

Selling places is a content led business … What does true integration look like? How does content strategy help join things up? How can you make things happen? The big opportunity for destinations …

The Visit Wales Story



More than a content marketing story!

November 2012 | Digital Shorts | 5 15 February 2011 | Course Title | 5

A Content Led Business


Change You know this stuff!

71% of travellers use search as part of the planning and booking process Source : Google (2010)

82% prefer consumer reviews over a hotel’s description of itself Source : Forrester (2006)

One quarter of US 18-34 year olds use mobile and tablets when booking air tickets Source : Amadeus (2011)

Social

Mobile

Search


People of the screen The “and” economy

Conversation culture over information culture

Learning to live within the earned media space

Convergent lifestyles and hyper collaboration

Source | Flickr | DeusXFlorida Reference | www.mediafuturist.com


Enter the Tourist Board Land of contrasts Something for everyone Fun for all the family Whatever you’re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend


Content is all we have and have ever had!


The content a brand creates is everything A world where

the content a brand creates is everything


Targets, Objectives and Strategy Delivering £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy

“Those people who have not yet considered wales”


Destinations have embraced social

Source | Capetown Tourism | Industry News

Listed as one of the the world’s Most Influential Tourist Boards and DMO by Influencers in Travel.


It represents an important channel

By summer ‘12 almost 253K likes on Facebook of which 2,357 were talking about Cape Town. 12,840 Twitter followers


A platform for sharing content

By summer ‘12 a total of 1,233 Flickr members and a shared pool of 25,538 images. The You Tube channel had 506 subscribers and has accumulated 272,783 video views so far


Connecting and engaging advocates

Based around twitter and the hashtag #makesmeirish the campaign brought the Irish Tourist Board an audience in the UK of 3.4 million. 33,000 people participated.

The campaign won the Best Use of Social Media category at the London Travolution Awards.


Crowdsourcing credible content

The myNZ competition asks Kiwis and visitors to submit images and video in return for entry into a prize draw for flights to New Zealand


Curating destination content The Canadian Tourism Commission (CTC) has developed a ‘Canada’s insider blog’, the main feature on the commission’s reformatted media website.

The revamped CTC Media Centre homepage is designed as a “social media hub” featuring live Twitter and Facebook feeds, plus a video of the week, the blog, Canada info and story ideas sections.


Supporting brilliant ideas!

Source | The Wanderlust Report | Queensland: Social Media or Integrated Campaign?

The campaign delivered over 8 million unique visitors who were spending on average 8 mins on site

A total of 34,680 job applications were received


Trust Control Scale

But social comes with challenges


What does true integration look like?


Thinking beyond paid media

Source | iCrossing | Slideshare


Develop themes and tell a story


Source | Visit Wales | Tracked search terms and volume (Log10)

We watch search like a hawk


Identify where the opportunities lie

Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010


Little presence either directly or indirectly


Useful and engaging content on our site


Getting our engaged users involved


Develop creative and credible content


Reach out, place content and widgets


Find suitable partners and engage them


Maintain momentum


0

5

10

15

20

25

30

35

40

45

September 2011

October 2011

November 2011

December 2011

January 2012

February 2012

March 2012

April 2012 May 2012 June 2012 July 2012 August 2012

Positions 1-1:

Positions 2-5:

Positions 6-10:

Long Tail Analysis and Optimisation Adjustments

Romantic Break Section Live

Widget creation and placements started

Improving search visibility


Increasing share of relevant traffic

0

50

100

150

200

250

300

350

400

450

500

0

500

1000

1500

2000

2500

Sear

ch In

tere

st

Visi

ts

Romantic Break Related Organic Traffic

Google UK Search Term Interest for 'Romantic Breaks'


Comparing brand and non brand traffic

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Bra

nd

Vis

its

Non

Bra

nd

Vis

its

Non Brand

Brand


Rinse and Repeat “Useful, engaging and sharable (sometimes community created) content placed in the environments where people were already discussing holidays and breaks. Linked back to pages on the Visit Wales website – providing more in depth information but also supporting natural search visibility”


The Big Idea

Awareness Advocacy

Scale

Targeted engagement

Crowd sourcing

Content development Community development

Creative and paid media amplification

What about paid media?



Activity on facebook

Piers invite goes live

Piers is on TV VOD / Online / FB Ads

Piers trip Radio/ DOOH

FB Ads


So what happened? 70%+ saw the campaign

100k got involved

196 video invites 19,000 facebook followers 128,000 requested views of content 11,500 subscribers, 37,000 brochures 34m UK Adults Reached Contribution to over £100 million of additional visitor spend during 2011



Joining things up across the agency team Scaling our efforts across owned and earned Taking a longer term view to planning

So, where are we?


Why does content strategy help join things up?


The ubiquitous marketing funnel

Source | Forrester (2007)


Complexity and off site engagement

Source | Forrester (2007)


Right content Right person Right device Right time Right action

Source | Flickr | Discover Carmarthenshire


SE

O

Soc

ial

PR

UX

PP

C

Data

Strategy

Content

Adapted | Brilliant Noise (2012)


Objectives for content

Useful Engaging Findable Sharable Authority Credibility

Digital Outputs

Business Outcomes


How do you make things happen?


Five things we learnt along the way

 Develop themes in line with the brand story you are trying to tell. It will help you innovate, deliver more than the sum of the parts and support consistency across your communications.

 1



 Deliver those themes across multiple channels. Develop conversations and buzz in the short term that help support the longer term and associated strategy. Search visibility is a good example.

 Use paid media to amplify your efforts …

 2



 Leverage existing content assets and repurpose the assets you develop for delivery across multiple channels.

 Create once. Publish everywhere. COPE!

 3



 Commit budget with clear objectives behind it. Think findable, sharable, engaging but above all useful. Leave a bit aside for experimentation. Continue to test and learn. Take calculated risks.

 4



 Success in digital is often about the sum total of many small parts. It requires a close working relationship between your internal team, agency teams and anyone else you work with.

 Create an environment for that to work!

 5


Organisational Change

In fact it’s more than that. Mindset change!

Not just channels. It’s people. It’s agencies. It’s organisations

How do we drive change? Source | Flickr | UggBoyUggGirl


Content Maturity Model

Awareness Analysis Articulation Organisation Optimisation


1 Awareness


You realise you have a problem! Invested in technology and channels Focus on products and services

Which content do I need to produce?

Adapted | ariad.ca


2 Analysis


Fixing problems with content … Testing things with inconsistent results Looking to different departments

How do we align ourselves to the customer journey?

Adapted | ariad.ca


3 Articulation


Customer journey mapping … Seeing value in customer centricity Working across channel and product silos

How do we put content as the heart of strategy?

Adapted | ariad.ca


4 Organisation

Managing content properly Hire new skills and define new roles Measure and optimise in real time

How do we really resource this properly?

Adapted | ariad.ca



5 Optimisation

Your leaders “get it” and resource it … Content critical to articulating brand Developing entirely new business models

You’ve made it J

Adapted | ariad.ca



So, what is changing?

From To Understanding Superficial Deep Communication Monologue Dialogue Budgeting Channel-led Conversation-led Marketing Campaigns Programmes Organisation Product-centric Customer-centric Results Random Sustainable

Source | ariad.ca


What is the big opportunity for destinations?



Piloting an approach on Flickr


#sharewales


A platform for curating and distributing great destination content


But one where we invest in adding content value


But one where we invest in adding content value

And built on a data driven content specification


Final thought

 “Collaboration is increasingly becoming the business model of the future. Whilst not impossible, it is going to become increasingly difficult to achieve things on your own. The smartest stuff is often proudly found elsewhere”

Gerd Leonhard, Media Futurist Share it. Embrace it. Add to it. Make it better


Thanks for your time  Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 110,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking.

 For the last 11 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.

 Join Econsultancy today at http://econsultancy.com. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.

Date post:	18-May-2015
Category:	Travel
Upload:	jon-munro
View:	813 times
Download:	3 times