Digital Destinations - key results and next steps


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Final presentation to the Digital Destinations cohort giving insight to key findings and looking to next steps

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Digital Destinations - key results and next steps

  1. 1.   Digital  Des*na*ons       LinkedIn  (digital  des*na*ons  group)     h=p://     @PhilipAlford  |  @SchoolofTourism         #DDBU  
  2. 2. Aims  -­‐  summary     To  create  a  knowledge  network  for  the  crea;on   and  sharing  of  small  business  digital  marke;ng   best  prac;ce  and  knowledge.     To  iden;fy  the  determinants  of  small  business   engagement  with  digital  marke;ng.  
  3. 3. 60  businesses  joined  program   •  •  •  •  •  •  •  Accommoda;on   Arts  &  Culture   Conference  &  Events   Educa;on  &  Outdoor  Adventure   ADrac;ons   Retail   DMO  
  4. 4. Applica*on  form   •  Please  tell  us  what  par;cularly  inspired/mo;vated  you  to   apply  for  this  programme.   “Having  recognised  the  importance  in  the  fast  growing  nature  of   digital/  online  marke9ng,  a  key  priority  to  us  over  the  next  12   months  is  to  focus  on  online  marke9ng  within  our  marke9ng   strategy  -­‐  making  the  most  of  the  various  online  marke9ng   channels  we  currently  use,  as  well  as  effec9vely  implemen9ng   new  ones.  This  programme  has  come  along  at  the  perfect   9me  to  help  us  make  the  most  of  the  opportunity.”    
  5. 5. First  seminar  –  needs  analysis   1.  2.  3.  4.  5.  6.  Digital  Olympians     Apps  Fab   Online  Crusaders   AppPren;ces   Digital  Dragons   Social  Maniacs  
  6. 6. Developing  the  strategy     Situa*on:  where  are  we  now?     Objec*ves:  where  do  we  want     to  be?     Strategy:  how  do  we  get  there?     Tac*cs:  how  exactly  do  we  get     there?     Ac*on:  what  is  our  plan?     Control:  did  we  get  there?          
  7. 7. Student-­‐Business  
  8. 8. Student-­‐Business  
  9. 9. Student-­‐Business  
  10. 10. Par*cipant  blogs  
  11. 11. Final  student  reports   Paultons  Park  (Georgi  Oliver  working  with  Rob  Lee)    
  12. 12. Feedback  on  campaign   “To  add  400  new  followers  in  7  days  is  a  great  result  for   us.  When  celebri9es  have  men9oned  us  before  we  have   had  added  around  100-­‐200  new  followers  depending  on   their  following.  Naturally  Paultons  Park  generate   around  20-­‐30  new  followers  per  week”     (Rob  Lee,  Digital  Marke;ng  Manager,  Paultons)  
  13. 13. Business  digital  plans   All  plans  uploaded  to  and  being  disseminated  via   social  media.  Here  are  a  few  examples:   •  hDp://­‐maurward-­‐ gardens-­‐and-­‐animal-­‐park   •  hDp://­‐castle-­‐case-­‐ study   •  hDp://­‐green-­‐houses-­‐ddp    
  14. 14. Results  &  Analysis   •  Rich  dataset  comprising   –  Applica;on  form   –  Focus  groups   –  Blog  posts   –  Marke;ng  plans   •  Uploaded  and  analyzed  within  Nvivo   •  Currently  exploring  the  data  to  inves;gate   associa;ons  and  develop  ideas  
  15. 15. Channels  –  before  and  aVer   100%   100%   100%   88%   90%   78%   73%   80%   78%   75%   80%   70%   60%   48%   48%   50%   40%   40%   33%   30%   30%   53%   50%   50%   45%   23%   23%   20%   10%   10%   28%   15%   10%   8%   0%   Website   Blog   Email   newsleDer   Google   Adwords   TwiDer   Facebook   LinkedIn   YouTube   Pinterest   Google  +   Foursquare   TripAdvisor  
  16. 16. Channel  effec*veness   9.00   8.00   7.00   6.00   5.00   4.00   3.00   2.00   1.00   0.00  
  17. 17. Measurement  tools   35   30   25   20   15   10   5   0   Facebook   Insights   Google   analy;cs   Email  analysis   Trip  advisor   Tweet  reach   Social  Sprout   Mail  chimp   Blog  analy;cs   Hub  sport   analy;cs     marke;ng   Klout   Other  (only  1   respondent   used  this)  
  18. 18. Skill  level  with  analy*cs  tools   10.00   9.00   8.00   7.00   6.00   5.00   4.00   3.00   2.00   1.00   .00   Survey  1  Facebook  Insights   Survey  1  Google  analy;cs   Survey  2  Facebook  Insights   Survey  2  Google  analy;cs  
  19. 19. Key  concepts  
  20. 20. Why  did  you  join  the  DDP?   45   40   35   30   25   20   15   10   5   0  
  21. 21. Peer  to  peer  learning  &  support     “I  believe  that  as  groups  within  the  project  we  can  disseminate   and  learn  from  best  prac;ce,  and  it  will  be  very  interes;ng  from   a  professional  perspec;ve  to  engage  not  only  with  students  but   industry  peers  who  share  some  of  my  own  concerns  and   problems.”  
  22. 22. Online  strategy   “We  have  a  great  and  innova;ve  marke;ng  strategy  but  seem  to   be  falling  behind  with  our  digital  strategy.”  
  23. 23. Goals  for  digital  marke*ng   20   18   16   14   12   10   8   6   4   2   0  
  24. 24. Social  media   “Use  social  media  in  a  more  effec;ve  way  to  share  the   experience  of  staying  at  the  CoDage  Lodge  in  a  more  tangible   and  personal  way  with  prospec;ve  customers”     “Like  to  make  beDer  use  of  Social  Media”     “We  must  point  out  that  we  are  skep;cal  about  the   appropriateness  of  Facebook,  TwiDer,  LinkedIn!”     “Deciding  which  social  media  channels  we  should  use  for   poten;al  and  exis;ng  customers.  Agreeing  a  social  media   marke;ng  plan,  s;cking  to  it”  
  25. 25. Strengths  of  digital  marke*ng   25   20   15   10   5   0  
  26. 26. Social  media  -­‐  strength   “We  have  grown  our  social  media  slowly  focusing  solely  on   people  that  genuinely  want  to  support  us  and  are  genuinely   interested,  rather  than  racing  to  gain  followers  and  "likers".    As  a   result,  we  have  an  online  community  that  are  truly  interested  in   us,  what  we  have  to  say  and  moreover,  in  each  other.  New   people  join  both  communi;es  daily.”    
  27. 27. Social  media  channels   Facebook   TwiDer   LinkedIn   Blog   YouTube   Pinterest     Adwords   TripAdvisor  
  28. 28. Themes  emerging   300   250   200   150   100   50   0   Market  orienta;on   Measurement   Planning  strategy  and   vision   Benefits  of  digital   Lack  of  knowledge  and   marke;ng   confidence   Barriers   Collabora;on  
  29. 29. Market  Orienta*on  
  30. 30. Market  Orienta*on   40   35   30   25   20   15   10   5   0  
  31. 31. Targe*ng     “It's  mostly  in  like  life  stages  really.    We're  looking  at…our  major   markets  are  either  professional  people  who  are  stressed  out  and   want  to  escape  London  and  come  to  the  countryside.    And  then   others  are  newly  re;reds,  so  empty  nesters  that  are  looking  to   enjoy  life  again,  their  freedom.    And  things  that  people  would  be   interested  in  will  be  say  like  good  food  or  the  natural   environment,  architecture,  some  culture,  those  sorts  of  things  as   well.”      
  32. 32. USP   “because  I  agree  with  you,  the  whole  email  thing  is  important,  everybody  just   sends  emails  all  the  ;me  trying  to  sell  you  services,  just  delete,  delete,  delete.  I   don't  even  read  them  any  more.    It's  very  hard  to  get  through.    And  occasionally   somebody  gets  through  with  something  a  bit  different  and  a  bit  interes;ng,  or   an  interes;ng  invita;on.”     “surely  you  know  more  about  every  item  in  the  museum  than  what  is  actually  in   there,  so  the  person  who  created,  why  did  he  collect  it,  why  did  he  create  it,   what  was  the  inspira;on  behind  that,  and  maybe  that’s  the  kind  of  content  you   want  to  share  on  Facebook”     I really want an online presence that explains exactly who we are and defines us correctly.     DO  YOU  HAVE  A  STORY  TO  TELL?   SHARE  IT  ACROSS  DIGITAL  PLATFORMS    
  33. 33. Customer  conversa*on   “At  Paultons  Park  we  believe  that  whilst  a  return  on  investment   is  important  and  the  ability  to  measure,  one  of  the  biggest   benefits  of  using  social  media  is  being  able  to  build  long  term   rela;onships  with  customers  that  will  develop  and  provide  a   return  on  over  ;me.  Our  twiDer  project  has  proved  this  allowing   us  to  increase  our  followers  by  5%  since  February,  many  of   which  who  are  interac;ng  with  us  now  discussing  new   experiences  available  at  the  Park  like  Peppa's  Early  Pass  -­‐    a  new   opportunity  that  we  recently  tweeted  about  allowing  visitors  to   enter  the  Park  before  it  opens  to  the  public  and  personally  meet   Peppa  Pig  and  George.  This  in  itself  is  a  direct  return  for  us.”     (Blog  post  from  Rob  Lee,  Paultons  Park)  
  34. 34. Measurement     Facebook   Google  Analy;cs   TwiDer   LinkedIn   Blog   YouTube   Pinterest     Adwords   TripAdvisor  
  35. 35. Measurement in Context Sentiment Re-Tweets Mentions Links Reviews Shared comments Views Visits Volume Search Rankings Brand Buzz Sales Downloads Paid Subscriptions Subscriptions Leads Followers Friends Subscribers Connections “Likes” Referrals Click-Thru’s Open Rates @KarlHavard
  36. 36. Conclusion  –  some  issues   •  •  •  •  •  •  •  •  Lots  of  informa;on  on  the  ‘why’  but  liDle  on  the  ‘how’   Lack  of  ;me  and  human  resource  (the  owner/manager  syndrome  -­‐  doing   everything)   Inadequate  IT  skills   Lack  of  marke;ng  know-­‐how  -­‐  while  small  businesses  have  entrepreneurial  skills   they  lack  the  formal  marke;ng  knowledge  required  to  plan  effec;vely   Lack  of  measurable  goals  for  their  digital  marke;ng  mainly  due  to  being  unaware   of  the  online  metrics  that  can  be  set  –  focus  on  end  sales   Lack  of  awareness  of  the  customer  engagement  process  and  channels/KPIs  that   apply  at  different  stages  of  that  process   Related  to  point  above,  many  small  businesses  not  completely  convinced  of  the   ROI  on  digital  marke;ng   Outsourcing  some  or  most  of  their  digital  marke;ng  without  having  a  clear  plan  or   knowledge  thereby  losing  control  and  insight  
  37. 37. Key  ques*ons  /  steps   1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  Who  are  your  customers  and  why  do  they  buy  from  you?   Is  the  answer  to  Q1  reflected  in  your  sites?   Develop  rich  content  (StoryTelling)  and  integrate  channels  intelligently   Distribute  that  content  –  Listen,  Watch,  Visit,  Stay,  Experience,  Share   Establish  benchmarks  for  present  marke;ng  –  if  possible  by  customer,   product  area  and  channel   Build  hypotheses  for  how  you  ‘expect’  customers  to  engage  with  your   content  in  the  future  and  review  this  as  regularly  as  possible   Test  the  outcomes  against  what  you  expected  and  ask  review  –  not  just  on   your  own!   Think  in  terms  of  engagement  and  conversa;ons  and  not  just  sales  –   remember  the  ‘customer  journey’   Support  plan  with  good  customer  database,  thinking  about  reten;on  and   referral  and  not  just  acquisi;on   Iden;fy  personal  skills  gap  and  explore  ways  to  fill  it  
  38. 38. Future  opportuni*es   with  Bournemouth  University   •  •  •  •  •  Webinars  in  November   The  Google  Online  Marke;ng  Challenge   Collabora;on  between  BU  and  Digital  Visitor   ESRC-­‐funded  Social  Media  event  8th  November   A  small  business  digital  lab  (lab  coats  op;onal)  
  39. 39. ‘SocialBournemouth Surf School Experiences’ Facebook App Example –
  40. 40. Upload, Share, Like ‘Social Experience’ is a Facebook Application that enables your customers to… Upload their experiences with your business Share these experiences with their friends and family Like your Facebook page 43
  41. 41. How does it work? Create a new tab and Plugin our App into your Facebook page. 44
  42. 42. How does it work - Upload We issue a branded email to your customers asking them to add their experiences Tip Adding a small incentive such as a prize for the best experience each month, can increase the response rate from 10% up to 30% 45
  43. 43. How does it work – Share Your customers are prompted to share their experiences with their social media profiles, driving their friends, family and connections back to your Facebook page. Tip Your very best new customers, are the friends and family of your existing customers 46
  44. 44. How does it work – Like Finally, your customers are encouraged to ‘like’ your Facebook page – increasing your Facebook community with your brand advocates. 47
  45. 45. ESRC  Fes*val  of  Social  Science   2013:  Social  Media:  make  or  break   reputa*on     h=ps://esrc-­‐tourism-­‐     48  
  46. 46. Other  School  of  Tourism  events   Monday  4th  -­‐  Thursday  7th  November  World  Travel  Market     School  of  Tourism  Bournemouth  University  Stand  EM1203    hDp://     Monday  4th  November  2013  from  11.00  to  14.00  at  the  BTM  Theatre,  ExCel  London   WTM  Technology  enabling  Travel  organised  by  IFITT  @­‐1   11:00-­‐13:00  Gaming  and  Gamifica;on  in  Tourism  :  opening  a  new  Tourism  Experience   13:00-­‐14:00  The  IFITT  e-­‐Tourism  Curriculum    Launch-­‐Free  learning  material  for  the  developing  world   IFITT@  World  Travel  Market  2013    hDp://     Facebook  hDps://       Wednesday  6th  November  2013  -­‐  BU  Tourism  Futures  Forum  @  WTM2013       World  Travel  Market,  ExCeL,  London,  13.00  to  15.00  Room:  South  Galley  25  +  26   hDp://  @  hDp://‎         Facebook  hDps://       Friday  8th  November  2013  -­‐  11.00  to  16.00   ESRC  Fes;val  of  Social  Science  2013  :  Social  Media:  ‘make  or  break  your  reputa;on’   eTourism  Lab  School  of  Tourism  Bournemouth  University   hDp://esrc-­‐tourism-­‐   hDps://     21-­‐24  January  2014    ENTER2014  Where  Social  Inspira;on  meets  Dynamic  eTourism  Innova;on   hDp://  Dublin      
  47. 47. Thank  You     Ques*ons?     Dr  Philip  Alford   @philipalford