visit wales #blogwales. joining search, social and content together
Post on 08-May-2015
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Visit Wales #blogwales 5 bloggers… visit 5 key destinations
Jeremy Head – WTM, November 2013
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Some stuff about iCrossing
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Some stuff about Visit Wales
• Influencing £150 million of additional spend each year
• Big focus is improving reputation
• Those people who have not yet considered Wales
• New website launched this summer – social really baked in; very flexible publishing platform
• Vibrant social media presence – 400k Facebook fans; 33k twitter followers; on Instagram, Pinterest and Storify
• Looking to make budget go even further
• Digital seen as increasingly important going forward – keen to try new things
#blogwales – joining search, social and content together
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What are we trying to do then?
Objective: to raise awareness of the cultural and natural highlights of five key cities/towns in
Wales among target demographics – older couples, families and independent travellers
Secondary goals: to create useful content for Visitwales.com, to promote Wales to influential bloggers, to generate links to Visitwales.com, to
create buzz in social media channels
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Here’s what we did Right bloggers, right destinations, right timing
• iCrossing worked with Visit Wales’ external PR agency Four BGB to select 5 UK-based bloggers from a range of networks we wished to target – in particular family, silver surfer and budget/independent travel blogs - using SEO, social and influence metrics.
Family Adventure Project [Family] Twitter: 9k Facebook: 2.5k PA: 49 DA: 44
Budget Traveller [Budget travel] Twitter: 13k Facebook: 1.5k PA: 53 DA: 45
Mammasaurus [Family] Twitter: 9k Facebook: 2k PA: 57 DA: 49
Inside The Travel Lab [Silver Surfer] Twitter: 12.5k Facebook: 3k PA: 58 DA: 50
Baldhiker [Silver Surfer] Twitter: 450k Facebook: 3.5k PA: 54 DA: 44
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Timings Right bloggers, right destinations, right timing
• We sent one blogger to each of our 5 destinations for a weekend of exploration. (Cardiff, Swansea, St Davids, Brecon, Llandudno)
• Bloggers asked to:
Get involved with the VWales Facebook community - solicit ideas pre-trip Write a pre-trip post for their blog linking to the VWales site and Facebook discussions Add images to a new Visit Wales #blogwales Pinterest board Create on-the-move content whilst there which hosted on a new Storify page. Write a post-trip post for their blog linking to the VWales site Write a top five to add to the relevant city page on the VWales site Promote using their social channels - using the hashtag #blogwales Chat with the VWales Facebook community – post-trip
• Timings Run the trips one week after another to maximise the exposure potential.
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This is what we got Great content, multiple platforms, nice links, great engagement
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Some hopefully… ‘live’ examples
• http://familyadventureproject.org/2013/06/north-wales-visit-llandudno/
• https://www.facebook.com/photo.php?fbid=10151568084891785&set=a.437077346784.194341.50488206784&type=1
• http://familyadventureproject.org/2013/07/what-to-do-in-llandudno/
• https://www.facebook.com/visitwales/posts/10151575060391785
• http://storify.com/visitwales/blogwales-blogger-trips-llandudno-brecon-cardiff
• http://www.pinterest.com/visitwales/blogwales/
• http://blog.homeaway.co.uk/summer-in-the-uk-why-do-the-alps-when-you-could-do-snowdonia/
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So what? Establishing a benchmark
Objective
Measures
Acquisition of new visitors
Activating and amplifying content
Awareness and Engagement
151 web referrals 10 conversions
7,737 social referrals 751 conversions
10 high-quality links 262 social mentions
69 retweets
2,686,552 impressions 3,182 Storify views
£1.97 CPM ROI x14.3 Link value worth ~ £1000
Data sources: Brandwatch, Google Analytics, Majestic SEO
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What did we learn then?
• Work across partners for impact – PR agency, digital agency, internal PR
• Have some high level objectives – but mix it up a bit too
• Using the right bloggers offers a cost effective way to connect with target audiences
• Be prescriptive. Make clear with bloggers what you need from the deal
• Think about all the ways a blogger can bring stuff to the party. Consider all platforms, all formats
• It’s about conversation (not broadcast). Using the Visit Wales Facebook community to start the process off ensured it was social from the word go
• Measure your results and use them as a benchmark
Thank you
www.jeremyhead.com – www.visitwales.com – www.icrossing.co.uk
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