icrossing uk client summit 2011 - managing reputation in a multi channel world
DESCRIPTION
Managing reputation in a multichannel world with Jon Munro from Visit Wales and Jason Ryan, Head of Strategy at iCrossingTRANSCRIPT
Managing reputation in a multi–channel worldJon Munro, Visit Wales Jason Ryan, iCrossing
What are “we” trying to do?Maintain £3.5 billion contribution to economy
Improving Wales’ reputation on the world stageAddressing persistent stereotypes
Budgets and Results ~£5 million per annum ~£60 million in additional value
What consumers are saying is shaping your brand
Thinking beyond just tourism - the Wales brand
This requires both organisational and mind set change
Our world
Destination Branding online has become“reputation management”
Content
Source | flickr | davidking
Is content strategy a simple and unifying idea?
A community of content producers and consumers
Offer something to line up against
Source | flickr | DeusXFlorida
Socialisation
Conversation culture over information culture
Adding the credibility we so desperately need
Learning to live within the earned media space is scary
Source | flickr | purplemattfish
Integration
Beyond online and offline media
Not just channels. It’s content. It’s people. It’s agencies
How do we create real synergy?
Source | flickr | Julia Manzerova
Evaluation
Quality of content network
Conversation sentiment
Beyond site traffic and site conversion
Big opportunity for WalesBuilding on authorityAdding credibilityWrapping in the brand
AmplificationUsing events
100,000
75,000
123
No. of Unique monthly visitors to London blogs
Number of twitter followers associated to those blogs
No. of retweets
80,000No of views on our facebook page
Yes, social media is important
Country Facebook TwitterSpain 263,083 18,418Croatia 233,197 851Wales 126,286 4,739Ireland 81,873 4,530England 48,229 9,342United Kingdom
46,371 17,432
Netherlands 36,043 4,749Switzerland 20,351 33Greece 15,627 376Norway 11,581 4,591
Energise 2.0 Hamill and Stevenson (2010)
153,000Facebook fans
80,000Monthly active users
5,000+Weekly posts and comments
But, Integration is more important
The Big Idea
TVPrin
t
Digital Channels
The Big Idea
TV Social Media
Print e-mail
Direct mail
websiteOff site partnerships
The Big Idea
Advocacy and Legacy
Targeted engageme
nt
Crowd sourcingContent development
Community development
Creative and paid media amplification
The big opportunity for us Content really is king
Our KPIs – the magnificent seven!
KPI 2009 figures
1. Destination Awareness 44% of UK population rate in top 3
2. Campaign Awareness 13% Spontaneous, 22% Prompted
3. Claimed and Known Response 1.8 million 3% UK Population
4. Emotional Proximity 15% of UK population rate 9/10
5. Conviction to Visit 40% visiting vs 60% non visiting
6. Marketing Effectiveness (the conversion funnel)
7. Value of Marketing ~£60 million per annum
ImplementationSEO
Paid mediaSocial media
Content
Research
Search trendsSocial media audit
Content profile
Strategy
Objective SettingTargets and KPIs
Evaluation frameworkPlanning toolset
iCrossing Approach
Holiday Visit Wales 8th Visit Wales 43rd Breaks
Visit Wales 42nd Visit Wales 39th ActivitiesInformation
Research: Benchmarking and opportunity analysis
Research: Seasonality analysis
Q1 Q2 Q3 Q4
Activities
Research: Site profiling
Influence Score
Earned Media Opportunity
EngagementUpdate frequency
Paid Media Opportunity
0
50
100
http://www.golfdigest.com/
How connected they are in their network (links obtained from network neighbours) How large their audience is (traffic) Google PageRank URL mentions in Google Number of Google Blog Search links How engaged its audience is (3rd party bookmarking, comments) Content placement relevancy (High / Medium / Low) Type of content they produce (quality, context, freshness) Likelihood of advocacy
Research: Network profiling
ImplementationSEO
Paid mediaSocial media
Content
Research
Search trendsSocial media audit
Content profile
Strategy
Objective SettingTargets and KPIs
Evaluation frameworkPlanning toolset
iCrossing Approach
Strategic challenges
1. Integrating ‘always on’ approach with campaign-driven approach (across planning, program & evaluation) 2. Developing an on-going content and engagement strategy3. Achieving buy-in across organisation4. Demonstrating the value of digital marketing5. Pilot programmes (Ryder Cup)6. Sharing learnings and successes 7. Iterative approach to planning and evaluation8. An Online Advocacy programme
Quantifying people’s web use is complex...
A network of experiences...
Awareness• Visits• Clicking on an advert• How long they stay there • “Bounce Rates”; whether
people stick around
“Do people know about us?”
Actions•Rating something... •Leaving a comment...•Registering for something... •Watching a video... •Downloading something...•Signing up…•Bookmarking us•Following us
“What are they doing when they find us?”
“How do they feel about us?”
Advocacy• Expressing opinions on blogs and forums • Content recommended /
forwarded • High profile bloggers posting about us • Attitudes changing
Evaluation Framework
User-centric framework
User-centric framework
Evaluation FrameworkAligning with Visit Wales KPIs
A
Advocacy Metrics“How do they feel
about us?”“How do they feel
about us?”
A
“What are they doing when they
find us?”Action Metrics“What are they doing when they find us?”
A
Awareness Metrics“Do people
know about us?”
“Do people know about us?”
Engagement scorecard
Engagement Framework Benchmark slide
Engagement Framework Benchmark slide
Digital PlanningAdvocacy into Awareness
Consider Wales
Interest to visit
Planning visit
Book visit
Travel/visit
Return home
Share
Advocate
Customer Lifecycle
CustomerJourney
Build Emotional Brand/ Appeal
• Broadcast media• Digital advertising• PR• Tactical brand
messaging
Stimulate Advocacy
• Understand Brand and Product networks
• Content and engagement strategy
• Evaluation
Walking
Personal blogs
Holiday providers
Forums
Societies/organisatio
nsResources
Regions/regional walking
Publications
Leverage existing online communitiesConversationSeveral large and active forums
Comments and discussion on news and blog posts is frequent
SharingParticipants want to share experiences
so others can benefit, particularly routes and photography
ParticipationThe community is open to participation,
photo and route competitions
Site owners often review equipment and other products
Targeted engagement initiatives
Online engagement initiatives centred on core products and aligned with brand campaigns
– Active Participation– Inspiration– Exploration– Local Recommendations– Welsh Icons– Map as platform
Sustainable curated resource ofcontent, community and advocacy
Real-time evaluation
Increasing importance of social signals
On the train conclusionsSupporting organisational changeDriving real integration Helping develop the content
strategy