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How to get people to visit Newcastle?Public relations planning exerciseHow do we persuade more people to visit Newcastle?

Stephen WaddingtonVisiting Professor, Newcastle Universitywadds.co.uk @wadds

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Introducing #PRstack

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#PRtoolboxThis is a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change.I’ve used free or low-cost tools to enable other people you to experiment with the process and methodology.Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service.There is no such thing as free.

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#PRtoolboxThis is a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change.I’ve used free or low-cost tools to enable other people you to experiment with the process and methodology.Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service.There is no such thing as free.

WARNIN

G

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ChallengeA travel agent wants to attract people from around the UK to visit Newcastle for short breaks.You’ll find a full list of the tools and links at wadds.co.uk/prtoolbox.

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Public relations planningResearch

Insight

Strategy

CreativityContent

Channels

Evaluation

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Public relations planningResearch

Insight

Strategy

CreativityContent

Channels

Evaluation

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A. Demographics and behaviour1. Office for National Statistics2. YouGov Profiler LITE3. Facebook Ad Insights

B. Customer journey4. Google Customer Journey5. Google Consumer Barometer6. Google Search Trends7. Google AdWords KeywordPlanner8. Google Search (incognito)

9. AnswerThePublic.com10.Similarweb

C. Social media11.Instagram12.Twitter13.Followerwonk14.Bluenod15.Echosec16.TripAdvisor

Tools

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ADemographics and

behaviour

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#1 Office for National StatisticsThe Office for National Statistics collates data about statistics related to the economy, population and society of England and Wales.

How1. Visit Office of National Statistics2. Look up data and reports related to tourism

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Insight #1 London is a destination for

international travellers

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UK staycations popular since financial

crisis. Approx. 55m per year

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#2 YouGov ProfilerYouGov Profile is a segmentation and planning tool for agencies and brands based on YouGov consumer research.

How1. Visit YouGov Profiler and search for leads2. Explore consumer profile and data that is returned

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Young people seeking entertainment, male

bias

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Bias to digital naturals, and online media

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#3 Facebook Ad InsightsUse Facebook Ad planner to build a campaign and characterize the potential audience.

How1. Log onto Facebook and create an ad campaign2. Use the variables from prior planning process to

target the campaign

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Characterise the size of the UK market 17 to 35 year olds – approx.

19 million

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Behavioural insight: approx. 4.5 million frequent travellers

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B.Customer journey

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#4 Google Customer JourneyThe Google Customer Journey shows what channels influence customer decisions at different points in the purchase cycle.

How1. Head to the Google Customer Journey tool2. Filter by country and market3. Compare results with different markets, such as US

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Discovers typically starts with search

Multi-channel approach to selection

Deal closed with directly

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#5 Google Consumer Barometer

Consumer Barometer helps you understand how people use the internet. It digs into more detail than the Customer Journey Tool. It covers 45 countries and 10 product categories.

How1. Visit Google Consumer Barometer2. Use pre-populated questions or the filter options3. Compare the influence of different forms of media on

the customer journey

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Online shopping indexes highly for

hospitality and tourism

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Very high for age demographic

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#6 Google Search TrendsGoogle Trends shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages.

How1. Visit Google Trends2. Search by keyword, filtered by country3. Analyse trends by date4. Review competitors

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Low in October to December

High in July and August

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UK dominant search location for Newcastle

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Travel is a frequency term associated with

Newcastle

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#7 Google AdWords Keyword Planner

Google AdWords Keyword Planner shows the search frequency that keywords and the actual search terms people enter into Google when conducting a search. 

How1. Visit Google AdWords Keyword Planner and select

tools2. Filter by country, device and locations3. Review competitors4. Analyse time period comparisons to review trends

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Low October to December

Summer high, peaking in May

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Related searches for hotel

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Long tail search results

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No hen or

stag w

eeke

nds?

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#8 Google SearchGoogle is the dominant search engine. Using Google in incognito shows how content appears in search.

How1. Visit Google2. Search by keyword and take a consumer eye view to

results3. Use link: and related: to find similar sites

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Visit NewcastleGateshead is well optimised for

search

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Football, airport, university, TripAdvisor, Chronicle and Council

all make up top 10

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Linked sites: no strong correlation or insight

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Related sites: Theatre, Centre for Life and

Hadrian’s Wall

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#9 AnswerThePublic.comAnswerThePublic.com is a tool built by search and content agency PropellerNet. It enables you to interrogate aggregated auto-complete data from Google and understand the real questions that people are asking when they complete a search query.

How1. Visit AnswerThePublic.com2. Search by a variety of keywords. Use the terms

surfaced by Google Keyword planner.

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Football and university

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Football, entertainment, what’s

on

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#10 SimilarwebSimilarweb characterises a website. It profiles traffic, referral sources, and related websites.

How1. Visit Similarweb and query websites2. View results by top content and top influencers

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Well indexed, good performing site

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Estimated 50,000 to 100,000 visitors per

month

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Search is dominant source of traffic, then direct. Social media

limited

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C.Social media

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#11 InstagramInstagram allows limited content searches around hashtags. It can be useful for to discover basic information about popular culture. You can do the same on Pinterest.

How1. Visit Instagram on the web and log on with your

Instagram account2. Search keywords and hashtags for indication of

culture and society

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Football and food indexes highly

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#12 TwitterPopular online social network for short messages. Mobile and news driven.

How1. Visit Twitter and log in with your account details2. Use advanced search function to interrogate

influencer, hashtags, keywords and conversations

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Strong community: football, student life,

entertainment, shopping, travel

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Football, university and airport

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#13 FollowerwonkFollowerwonk enables you to search Twitter bios by keywords and return results based on networks, followers and social authority score.How1. Visit Followerwonk and log in with your Twitter details2. Search by bio location and keyword

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Interesting community: celerity, football,

Greggs and media

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Media, entertainment, politicians

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#14 BluenodBluenod is a paid for tool that characterises a network or community around a topic.

How1. Create an account on Bluenod2. Investigate popular hashtags3. Identify influential people and frequent sharers within

the network

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Insight #1 Football, media and bloggers

Strong community. Investigate influencers

over time

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#15 EchosecEchosec is a location based social media monitoring tool that extracts location meta data from social media posts and serves the results overlaid on a Google Map.

How1. Visit Echosec and select demo options2. Search by postcode and mark an area to interrogate

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Lots of social content shared around the

university (no surprise)

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Location check-ins, retail and

entertainment

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#16 TripAdvisorDestination website and app for travel deals and reviews.

How1. Visit TripAdvisor2. Take a consumer eye view of hotels, restaurants and

attractions

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Natural beauty ranks highly on TripAdvisor

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D.Insights

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Research Summary 11. The market for staycations is strong (ONS) but not for

international visitors (Google)2. The customer journey for short UK breaks starts with

search and is closed directly (Google)3. Social media appears to have limited impact on

research and selection (various)4. The Newcastle experience (various)

How to get there, where to stay Entertainment Football and natural environment Universities, student population

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Research Summary 25. Potential Facebook audience of around 4.5 million

people (age: 17 to 35, behaviour: freq. travel) (Facebook)

6. July and August are peak periods for short breaks to Newcastle, October to December is least (Google)

7. Newcastle/Gateshead could be a potential partnership opportunity (Various)

8. Active Twitter community. Key influencers: airport, NUFC and Newcastle University

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Thank you

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Public relations planning exercise

How do we get people to visit Newcastle?

Stephen WaddingtonVisiting Professor, Newcastle University

wadds.co.uk @wadds