failte ireland - digital strategy by orla carroll (head of digital)

Fáilte Ireland – OTA Forum

Failte Ireland – Digital Strategy

Marketing InstituteGalway 25th February


Five Key Pillars: 1. Growth Goal

Areas of focus


Five Key Pillars: 2. Strategic Imperatives

Areas of focus


1. To empower Trade Businesses to fully embrace digital• Leverage consumer insights to support and empower the Trade to activate digital

channels and attract international visitors.

2. To interpret and activate Visitor Experience Propositions• Recommend the most appropriate digital strategy, optimise the in-holiday

experience for each proposition and together with the Trade, utilise the most relevant digital channels and content to attract international visitors.

3. To improve Brand Ireland’s visibility across digital channels• By doing both we ensure consistent messages about Ireland feature at every

relevant consumer touch-point

Key Pillars2. Strategic Imperatives


Five Key Pillars: 3. Digital Strategy

Areas of focus


Five Key Pillars: 4. Initiatives

Areas of focus


• Objective: to reposition Dublin amongst UK social energisers

• Approach: development of an adaptive content publishing model which created an additional route-to-market through peer-to-peer distribution of channel specific content.

• Purpose: to raise visibility of Dublin, its story, its cultural influencers and businesses, with key UK social energisers and influencers across the social web

4. Initiatives: Dublin Now Project


• The Dublin Now programme has enabled us to connect with S.E’s through a new route to market, driving consideration and changing existing perceptions of Dublin through the creation and distribution of content that suits this segment

• Our content appeared over 10 million times in UK SE online publications and the social feeds of UK SE’s over the 2 month period (social feeds, UK websites and blogs)

• Our content was delivered into the social content streams of UK SE’s over 3.4 million times (Twitter, Facebook and Instagram feeds) The trade was responsible for delivering 800,000 of these placements

• Over 181,000 UK SE’s liked, viewed, retweeted or shared our content amongst their SE peers and SE publications

Achievement


Dublin Now Pilot Project (b) Share of Voice (UK)

41% increase in Twitter mentions of the hashtag #lovedublin, the channel @visitdublin and the hashtag #dublin Vs 2012

September October0

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2012

August Sepember October

24% 27%

35%

76% 73%

65%

Dublin Competitors

Share of voice (SOV)vs competitors

We delivered an increase in (online) Share of Voice of 41%Online SOV has increased to 35% while competitor SOV has decreased by 11%Competitors: Amsterdam, Berlin, Barcelona

Share of Voice (SOV)


Dublin Mentions 2013

Across all channels , the total number of mentions has increased 13% since August with competitor mentions falling by 10%

Competitors: Amsterdam, Berlin, Barcelona

Potential reach of Dublin mentions, across all channels, in the UK has grown by 142% since August 2013 to over 35 million mentions

August September October6200

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6600

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5000000

10000000

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30000000

35000000

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Dublin Mentions Dublin Reach


Twitter


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@VisitDublin Mentions

20122013

462% growth in mentions* of Twitter handle @VisitDublin

Twitter Followers: 33,526

September October0

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Twitter Engagement

FansRepliesRetweets

134% increase in direct engagement with Twitter (replies, retweets or initiates a conversation)

*A mention is when someone sends a tweet that has @VisitDublin contained in it


Facebook


200

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92% increase in fans on Facebook since August 2013

Current Page Likes: 42,300

0

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18000Top 10 Posts Viral Reach

20132013

Viral Reach: The number of unique people who saw your post or page mentioned from a story published by a friend

Dracula’s Bloodline

Dublin in 60 seconds

16869% increase between two posts.

Viral Reach grew 385% since August 2013


You Tube

1 2 3 4 5 6 70

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Visit Dublin Views

VisitDublin 2013 VisitDublin 2012

106,419 total video views (Sept – Nov)This is 606% greater than the total views of all the videos for the same time last year.


Visits to Visit Dublin

We have driven more UK visitors (up 25% to 132,016) to the Visit Dublin website, where they are consuming far more authentic Dublin content


‘Dublin’ Searches

Interest in Dublin related keywords searched within the UK has improved by 12% Year on Year


Dublin Now Pilot Project (a) Reach & Engagement

Total Reach 12,671,030

Unique Reach4,438,946

Total Engagement

186,374

Unique Engagement

165,435

Unique Engagement*: Video views, social likes, shares, retweets, website visits from SE’s

Unique Reach: Potential views of this content via across SE

social channels

TotalEngagement**: Video views, social likes, shares, retweets, website visits from SE’s

Total Reach: Potential views of this content via across SE social channels & SE

websites

*Unique Engagements occur if a user shares, likes etc a post once

**Mulitple Engagements occur if a user shares, likes etc a post more than once


Dublin NowTop Content Pieces


Twitter• 853 tweets• 3,788,792 potential reach• Tweeted by Sunday Times Travel, Independent,

Darragh Doyle and The Daily Edge

YouTube• Views 93,729• UK views 10.4%

Website• 865 UK site visitors • 12% of all views are UK• 4 mins on page vs 2 mins UK and EU

Learning: UK users more engaged than US and EU users

Dublin in 60 Seconds Video


Dublin in 60 Seconds Video

Total Video Views: 93,911. UK Views: 10.4% €500 You Tube Ads (paid) delivered 11,000 additional UK views

In 2012 only 12,000 total views were recorded, none of which were from a UK audience


Twitter:• 216 Tweets• 664,738 potential reach• Reddit and Cindy Gallop Tweeted

Facebook:• Shared 249 times

Website:• 788 UK views • 10% of all content viewers from UK

Learning: Topical and agile content works for this segment

Nerdy Dublin


Twitter• 147 Tweets• 1,489,849 potential reach

Facebook• 104 Shares• 526 Clicks• 16,800 Viral reach (3,400 organic reach)

Website• 1,037 UK viewers

Featured on: • Creative Review (in top 500 UK sites)• Filmmaker IQ (In the top 500 UK sites).

Dracula’s Bloodline


Twitter• 50 Tweets• 86,000 reach

Website6 mins spent reading onsite

Learning: Well written and designed content with a function & aids planning for Dublin visits. It performs well in search

Dublin Fashion Map


• Use of the adaptive content publishing model demonstrates a new route to market for attracting international visitors to Ireland

• This route to market positions and promotes destinations and propositions to our target segments, through their peer to peer channels and networks (41% inc. in SOV)

• This approach can play an important role in contributing to the delivery of international tourists. (12% increase in consideration)

• Consumer insights unearthed from this approach enable us to create and curate culturally relevant content that appeals to our target audience, whatever the segment

• We can create, curate and distribute culturally relevant content based on continually identifying segment-specific consumer trends and interest streams

• An effective M&E model is critical to demonstrate the ROI of this new route to market

Learning’s



Areas of focus


• Enhancing our existing Trade Capability Program to deliver a step change in the Trade’s best business practice in digital

• By leveraging consumer understanding we will be able to tailor the Trade Capability program to the specific needs of key programs and propositions

• We continue to inform the Trade on emerging consumer insights and trends to support them to continually enhance their digital offerings by segment and proposition

• We deliver cost and time efficiencies by providing enhanced levels of support and training online (webinars, online tutorials etc.)

4. Initiatives: (b) Trade Capability Program



Areas of focus


i. Digital footprint and eco-system audit: • The purpose of this is to evaluate our existing digital assets and make recommendations to

park, cull or repurpose the assets to ensure they are aligned with the strategic framework

• The outcome will be the creation of an integrated digital eco-system for Fáilte Ireland that maximises the visibility of Ireland across the web.

ii. Search & Social Audit: • As part of this eco-system audit, a full audit of Fáilte Ireland’s effectiveness in both Search

Marketing and Social media will also be conducted, to identify ways in which both search marketing and social media can be streamlining for FáilteIreland to maximise efficiency and effectiveness

iii. Content Audit: • The purpose of this is to catalogue all content elements to support population of the DAM

(digital asset management).

Existing Digital Assets

Dublin Festivals

VistitDublin.com

Role: A Hub for Content on Dublin

Festivals & Festival

InformationMedia Type:

Owned Media

YouTube

Google+

Instagram

Tumbl

r

Pinterest

Facebook

Ezine

Social Media News Release

Search

Digital Advertising

Role: Email has a dual role Awareness: Amongst our Red Segment of main RM databaseParticipation: Drive traffic to site Media Type: Owned Media

Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels. Media Type: Paid & Earned

Role: Support & foster consumer interaction and engagement through curated, created and collaborated contentMedia Type: Owned & Earned

Role: To drive awareness, create buzz and engagementMedia Type: Paid & Earned (Tourism Ireland)

Role:1. To host Dublin search optimised created and submitted content to create awareness and interest. 2. To assist with search visibility through optimisation and tagged content Media Type: Paid, Earned, Owned

Role: Curate and archive photo content to boost visibility, target audiences and communities, benefit search and social, increase SOVMedia Type: Earned

Role: To drive awareness of Dublin and drive consumers to VisitDublin.comMedia Type: Paid (Tourism Ireland)

Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement. Media Type: Earned

Role: Boost visibility of Dublin related content for new target audience through the use of influencers and tagged content, position Dublin as a ‘cool’ place to visit.Media Type: Earned

Role: Boost visibility of Dublin related content through the use of influencers and tagged content and encourage users to share Dublin related content.Media Type: Earned

Twitter

Role: Drive awareness of Dublin and Visit Dublin channels and its festivals through content influencers, influencers and promoted images/videos. Media Type: Earned & Paid

Content

Visit Dublin Digital Footprint: Owned Channels & Drivers

FlickR

Content

Role: Act as a content archive from which to draw upon for republication of images through owned channels Media Type: Earned

Digital PR

Paid Social

RM Database

Role: Amplify consumer interaction and engagement through promotion of curated, created and collaborated content Media Type: Paid

Content

Content

Content

Content

Content

Content

Content

Role: Search has a dual role PPC: Drive people to the site based on the nature of their search query Media Type: Paid (Tourism Ireland) SEO: Increase visibility of Dublin related content in the natural search results Media Type: Earned

Dublin Festivals

VistitDublin.com

Role: A Hub for Content on Dublin

Festivals & Festival

InformationMedia Type:

Owned Media

YouTube

Google+

Instagram

Tumbl

r

Pinterest

Facebook

Ezine

Social Media News

Release

Search

Digital Advertising

Role: Email has a dual role Awareness: Amongst our Red Segment of main RM databaseParticipation: Drive traffic to site Media Type: Owned Media

Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels. Media Type: Paid & Earned

Role: Support & foster consumer interaction and engagement through curated, created and collaborated contentMedia Type: Owned & Earned

Role: To drive awareness, create buzz and engagementMedia Type: Paid & Earned (Tourism Ireland)

Role:1. To host Dublin search optimised created and submitted content to create awareness and interest. 2. To assist with search visibility through optimisation and tagged content Media Type: Paid, Earned, Owned

Role: Curate and archive photo content to boost visibility, target audiences and communities, benefit search and social, increase SOVMedia Type: Earned

Role: To drive awareness of Dublin and drive consumers to VisitDublin.comMedia Type: Paid (Tourism Ireland)

Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement. Media Type: Earned

Role: Boost visibility of Dublin related content for new target audience through the use of influencers and tagged content, position Dublin as a ‘cool’ place to visit.Media Type: Earned

Role: Boost visibility of Dublin related content through the use of influencers and tagged content and encourage users to share Dublin related content.Media Type: Earned

Twitter

Role: Drive awareness of Dublin and Visit Dublin channels and its festivals through content influencers, influencers and promoted images/videos. Media Type: Earned & Paid

Content

Visit Dublin Digital Footprint: Owned Channels & Drivers

FlickR

Content

Role: Act as a content archive from which to draw upon for republication of images through owned channels Media Type: Earned

Digital PR

Paid Social

RM Database

Role: Amplify consumer interaction and engagement through promotion of curated, created and collaborated content Media Type: Paid

Content

Content

Content

Content

Content

Content

Content

Role: Search has a dual role PPC: Drive people to the site based on the nature of their search query Media Type: Paid (Tourism Ireland) SEO: Increase visibility of Dublin related content in the natural search results Media Type: Earned

YouTube

Google+

Instagram

Tumbl

r

Pinterest

Facebook

Twitter

FlickR

Media & Partner Sites

News

Travel

Music

Fashion Interest Related

Festival Guides

Technology

Review Sites

Tell Me Travel

Concierge

Trip Advisor

Virtual Tourist

Travel Republic

Sheerluxe

Responsible Travel

Industry Clusters

Activities

Food & Drink

My Travel

VenuesAccommodation

Retail

Festivals

Booking Sites

Mr & Mrs Smith

i-escape

Booking.com

ebookersMy Travel

Expedia

Air BnB


Five Key Pillars: 5. Areas of Focus

Areas of focus


1. Education: • Introduce a step change the Trade Digital Capability program to focus on empowering the trade to

create and distribute their own content

2. Content: shift from a Promotional Model to an Encouragement Model • We are moving from a model focused on creating, promoting and distributing content, to one

focused on creating fewer, higher quality shareable content pieces, supported by a greater range of curated content

• Focusing on greater encouragement of the Trade to support them in creating their own content

• Focusing on better utilisation of existing FI content, re-purpose this content and distribute it to all key stakeholders

• By undertaking these changes Fáilte Ireland will become a content distribution hub vs. a content creation hub

5. Areas of Focus


5. Areas of Focus

3. Distribution• Use all available and appropriate digital channels to act as springboards to get

content in-front of our segments based on their interests • Leverage consumer insights to identify appropriate partnerships and ensure all

distribution channels are activated to amplify the reach of content and ensure effective distribution by all key stakeholders (Key Influencers, Trade Businesses, 3rd party websites and partner websites)

4. Mobile first:• 31% of traffic to the Visit Dublin Website during the Pilot program is

via mobile• 86% of UK / Irish audiences now have smartphones • Nearly 1/3rd of UK page views are from mobiles / tablets • Therefore we need to think mobile first • Booking.com – mobile users made $8billion booking in 2013, up from $3 in

2012 & $1Billion in 2011


5. Social• In order for us to utilise peer to peer all digital assets and content must be shareable,

culturally relevant and based on our target segments interest streams

6. Metrics & Insight Generation: • A solid, continuous understanding of consumer behaviour is required for all digital programs

to ensure all activities undertaken are aligned to addressing specific consumer demands. • Detailed and continuous analysis of our digital activity direct all future activity

5. Areas of Focus


Questions?

[email protected]

@orlacarroll

mailto:[email protected]

mailto:[email protected]

failte ireland - digital strategy by orla carroll (head of digital)

Marketing

foster consumer

attract international

dual role

archive photo

dual role

dublin related

site media

owned channels