Jon Munro, Visit Wales - Content-led destination marketing

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From the Cool Content Cornwall event at the Eden Project, Spring 2013

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Jon Munro, Visit Wales - Content-led destination marketing

  1. 1. Source | Flickr | TFDuesingContent-led Destination MarketingJon Munro | Visit WalesThursday, 18 April 13
  2. 2. Source | Flickr | lucyparry1Of course Wales isbetter than Cornwall!Thursday, 18 April 13
  3. 3. Source | Flickr | lucyparry1Wales is less front of mind than the West CountryOur target market loves the West Country more than WalesThey are more likely to recommend the West CountryAnd the West Country attracts a higher spending visitor But, actually it’s not!(at least in the eyes of the consumer)Thursday, 18 April 13
  4. 4. Maybe Wales is a true“challenger” brand?Thursday, 18 April 13
  5. 5. Thursday, 18 April 13
  6. 6. The content a brand creates is everythingA world where thecontent a brandcreates iseverythingThursday, 18 April 13
  7. 7. Content is all we have and have ever had!Thursday, 18 April 13
  8. 8. Targets, Objectives and StrategyInfluencing £150 million in additional valueBig focus is improving reputationAwareness, consideration and advocacy“Those people who have not yet considered Wales”Thursday, 18 April 13
  9. 9. Source | Flickr | lucyparry1So, what works?Thursday, 18 April 13
  10. 10. Thinking beyond paid mediaSource | iCrossing| SlideshareThursday, 18 April 13
  11. 11. Develop themes and tell a storyThursday, 18 April 13
  12. 12. Right contentRight personRight deviceRight timeRight actionSource | Flickr | InterbeatThursday, 18 April 13
  13. 13. SEOSocialPRUXPaidDataStrategyContentAdapted | Brilliant Noise (2012)Thursday, 18 April 13
  14. 14. Source | Visit Wales | Tracked search terms and volume (Log10)We watch search like a hawkThursday, 18 April 13
  15. 15. Little presence either directly or indirectlyThursday, 18 April 13
  16. 16. Create useful and engagingcontent on our own siteGet our engaged users involvedReach out and placecontent and widgetsDevelop relationshipswith key partnersDevelop creative andcredible contentMaintainmomentum inthe run up toValentinesThursday, 18 April 13
  17. 17. Long Tail Analysisand OptimisationAdjustmentsRomantic BreakSection LiveWidget creationand placementsstartedImproving search visibilityThursday, 18 April 13
  18. 18. Increasing share of relevant trafficSearch Interest vs Organic Traffic (around target terms)Thursday, 18 April 13
  19. 19. TrustControlScaleBut, there is are challengesThursday, 18 April 13
  20. 20. The Big Idea• AwarenessAdvocacy ScaleTargetedengagementCrowd sourcingContent developmentCommunity developmentCreativeand paid mediaamplificationSo, what about paid media?Thursday, 18 April 13
  21. 21. Thursday, 18 April 13
  22. 22. 196 video invites19,000 facebook followers128,000 views of video content11,500 subscribers, 37,000 brochuresThursday, 18 April 13
  23. 23. 34 million UK adults reachedThursday, 18 April 13
  24. 24. Source | Flickr | lucyparry1Of course, there are challengesThursday, 18 April 13
  25. 25. Source | travel2dot0.com | Focussing on your content strategyThursday, 18 April 13
  26. 26. Where to investour effort andacross whatplatforms?Thursday, 18 April 13
  27. 27. Content governance and managementSource | Flickr | Bruce RThursday, 18 April 13
  28. 28. Become more content “mature”From ToUnderstanding Superficial DeepCommunication Monologue DialogueMarketing Campaigns ProgrammesBudgeting Channel-led Conversation-ledOrganisation Product-centric Customer-centricResults Random SustainableSource | ariad.caThursday, 18 April 13
  29. 29. Source | Flickr | lucyparry1But, what’s the big opportunity?Thursday, 18 April 13
  30. 30. Thursday, 18 April 13
  31. 31. Piloting an approach on FlickrThursday, 18 April 13
  32. 32. #wales#sharewalesThursday, 18 April 13
  33. 33. A platform forcurating anddistributing thirdparty and socialcontentThursday, 18 April 13
  34. 34. But one where we invest in adding content valueThursday, 18 April 13
  35. 35. But one where we invest in adding content valueAnd built on a data driven content specificationThursday, 18 April 13
  36. 36. Final thought“Collaboration is increasingly becoming thebusiness model of the future. Whilst notimpossible, it is going to become increasinglydifficult to achieve things on your own.  Thesmartest stuff is often proudly found elsewhere”Gerd Leonhard, Media FuturistShare it. Embrace it. Add to it.  Make it betterThursday, 18 April 13
  37. 37. Source | Flickr | TFDuesingContent-led Destination MarketingThanks Thursday, 18 April 13

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