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Source | Flickr | kitskel The Changing Face of Destination Marketing Jon Munro | Visit Wales

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So, how do Visit Wales deliver integrated marketing programme and what are the opportunities for small tourism businesses to get involved?

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Page 1: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Source | Flickr | kitskel

The Changing Face of Destination Marketing

Jon Munro | Visit Wales

Page 2: Cardiff Metropolitan University | Cardiff School of Management | Lecture

First, of all a little bit about me

So, a little bit about me

@ flyjon

Destination Marketing

Fashion and Online Retail

Plant Hire

Charity and More … …

Page 3: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Source | Flickr | lucyparry1

A hugely changing marketing environment Our customers and the customer journey Delivering integrated marketing activity What is the big opportunity for destinations? So, what about small tourism businesses?

The Visit Wales Story

Page 4: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Where shall we go?

Page 5: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Source | Flickr | lucyparry1

A hugely changing marketing environment

Page 6: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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

Page 7: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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

Page 8: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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

Page 9: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Content changes existing business models

Page 10: Cardiff Metropolitan University | Cardiff School of Management | Lecture

The content a brand creates is everything A world where

the content a brand creates is everything

Page 11: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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

“Those people who have not yet considered Wales”

Page 12: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Source | Flickr | lucyparry1

Our customers and the customer journey

Page 13: Cardiff Metropolitan University | Cardiff School of Management | Lecture

The ubiquitous marketing funnel

Source | Forrester (2007)

Page 14: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Complexity and off site engagement

Source | Forrester (2007)

Page 15: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Right content Right person Right device Right time Right action

Source | Flickr | Discover Carmarthenshire

Page 16: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Sea

rch

Soc

ial

PR

Web

site

Pai

d M

edia

Data

Strategy

Content

Adapted | Brilliant Noise (2012)

Page 17: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Who are our customers?

Source | Visit Wales (Digital)

Page 18: Cardiff Metropolitan University | Cardiff School of Management | Lecture
Page 19: Cardiff Metropolitan University | Cardiff School of Management | Lecture
Page 20: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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

We watch search like a hawk

Page 21: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Source | Flickr | lucyparry1

Delivering integrated marketing activity

Page 22: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Owned, paid and earned media

Source | Forrester (2007)

Page 23: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Destinations have embraced social

Page 24: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Brilliant ideas are so important!

Page 25: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Develop themes and tell a story

Page 26: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Thinking beyond paid media

Source | iCrossing | Slideshare

Page 27: Cardiff Metropolitan University | Cardiff School of Management | Lecture

52% of our traffic comes from search

Paid

13% 87% Natural

34% Referral | 13% Direct | 1% Campaigns

Page 28: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Identify where the opportunities lie

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

Page 29: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Little presence either directly or indirectly

Page 30: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Useful and engaging content on our site

Page 31: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Getting our engaged users involved

Page 32: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Develop creative and credible content

Page 33: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Reach out, place content and widgets

Page 34: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Find suitable partners and engage them

Page 35: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Maintain momentum

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0

5

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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

Page 37: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Increasing share of relevant traffic

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Sear

ch In

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Romantic Break Related Organic Traffic

Google UK Search Term Interest for 'Romantic Breaks'

Page 38: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Comparing Wales and non-Wales traffic

0

10,000

20,000

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Bra

nd

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its

Non

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Vis

its

Non Brand

Brand

Page 39: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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”

Page 40: Cardiff Metropolitan University | Cardiff School of Management | Lecture
Page 41: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Three distinct phases

Note | Planned (for illustration) rather than delivered (actuals)

Page 42: Cardiff Metropolitan University | Cardiff School of Management | Lecture

The “invite” phase

Note | Planned (for illustration) rather than delivered (actuals)

Page 43: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Supporting the “visit” phase

Note | Planned (for illustration) rather than delivered (actuals)

Page 44: Cardiff Metropolitan University | Cardiff School of Management | Lecture

The “legacy” stage – autumn

Note | Planned (for illustration) rather than delivered (actuals)

Page 45: Cardiff Metropolitan University | Cardiff School of Management | Lecture

The communications plan

Note | Planned (for illustration) rather than delivered (actuals)

Page 46: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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

Page 47: Cardiff Metropolitan University | Cardiff School of Management | Lecture

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

Page 48: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Five things we learnt along the way

 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

Page 49: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Five things we learnt along the way

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

 Create once. Publish everywhere. COPE!

 3

Page 50: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Five things we learnt along the way

 Commit budget with clear objectives behind it. Leave a bit aside for experimentation.

 Test and learn. Take calculated risks.

 4

Page 51: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Five things we learnt along the way

 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

Page 52: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Source | Flickr | lucyparry1

What’s the big opportunity for destinations?

Page 53: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Think great editorial content and authoritative sources

Page 54: Cardiff Metropolitan University | Cardiff School of Management | Lecture
Page 55: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Piloting an approach on Flickr

Page 56: Cardiff Metropolitan University | Cardiff School of Management | Lecture

#sharewales

Page 57: Cardiff Metropolitan University | Cardiff School of Management | Lecture

A platform for curating and distributing great destination content

Alongside bookable tourism products

Page 58: Cardiff Metropolitan University | Cardiff School of Management | Lecture

But one where we invest in adding content value

Page 59: Cardiff Metropolitan University | Cardiff School of Management | Lecture

And businesses can get involved …

http://www.sharewales.com/index.php/share-content/

Check out our three explainer videos J

Page 60: Cardiff Metropolitan University | Cardiff School of Management | Lecture

So, what about tourism businesses?

Social and search are really important. So is mobile Be found on things like TripAdvisor and Google Places Facebook too. Then think about your own site or blog There is a wealth of research available. Keep listening Develop content around key themes. Get it out there Be useful but add a little bit of shameless self promotion Be visible for those long tail pre-purchase search phrases Make sure you are bookable. Visit Wales and beyond Test, Learn, Improve

Page 61: Cardiff Metropolitan University | Cardiff School of Management | Lecture

Contact | [email protected] Call | 0300 061 6124 Connect | http://www.linkedin.com/in/jonmunro Follow | @flyjon | www.slideshare.net/flyjon

Thanks J

The Changing Face of Destination Marketing