destination branding and marketing iv conference | keynote
DESCRIPTION
This presentation will focus on the importance of content in digital marketing. It will particularly discuss the importance of developing themes in line with the brand story places are trying to tell, the centrality of innovation, consistency across communications, delivering across multiple channels and developing conversations and buzz in the short term that help support the longer term and associated strategy.TRANSCRIPT
Source | Flickr | kitskel
Destination Marketing A content marketing story?
Jon Munro | Visit Wales
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 … …
Source | Flickr | lucyparry1
Destination marketing is a content led business … How can we deliver better integrated marketing? How does content strategy help join things up? How can you make things happen? The big opportunity for destinations …
The Visit Wales Story
Source | Flickr | lucyparry1
More than a content marketing story!
Source | Flickr | lucyparry1
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 Influencing £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
Brilliant ideas are so important!
Trust Control Scale
But social comes with challenges
Source | Flickr | lucyparry1
How can we deliver better integrated marketing?
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
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
So, 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
Source | Flickr | lucyparry1
Using paid media in a different way Scaling our efforts across owned and earned Taking a longer term view to planning
So, where are we?
Source | Flickr | lucyparry1
How 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
What about brand purpose?
Strategy Substance Symbolic Actions
Adapted | Simon Anholt (2012)
Source | Flickr | lucyparry1
How can 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
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
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
Five things we learnt along the way
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
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
Organisational Change
In fact it’s more than that. Mindset change!
Not just channels. It’s people, agencies and organisations
How do we drive change? Source | Flickr | UggBoyUggGirl
Become more content “mature”
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
Source | Flickr | lucyparry1
What’s 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
Destination Marketing A content marketing story?
Source | Flickr | kitskel
Contact | [email protected] Call | 0300 061 6124 Connect | http://www.linkedin.com/in/jonmunro Follow | @flyjon | www.slideshare.net/flyjon
Thanks J