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Digital Destinations - key results and next steps
- 1. Digital Des*na*ons www.budigitalhub.co.uk LinkedIn (digital des*na*ons group) www.pinterest.com/digitaldest h=p://www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @PhilipAlford | @SchoolofTourism #DDBU
- 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.
- 4. 60 businesses joined program • • • • • • • Accommoda;on Arts & Culture Conference & Events Educa;on & Outdoor Adventure ADrac;ons Retail DMO
- 5. 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.”
- 6. First seminar – needs analysis 1. 2. 3. 4. 5. 6. Digital Olympians Apps Fab Online Crusaders AppPren;ces Digital Dragons Social Maniacs
- 8. 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?
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- 13. Final student reports Paultons Park (Georgi Oliver working with Rob Lee)
- 15. 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)
- 16. Business digital plans All plans uploaded to slideshare.com and being disseminated via social media. Here are a few examples: • hDp://www.slideshare.net/DigitalHub/kingston-‐maurward-‐ gardens-‐and-‐animal-‐park • hDp://www.slideshare.net/DigitalHub/highcliffe-‐castle-‐case-‐ study • hDp://www.slideshare.net/DigitalHub/the-‐green-‐houses-‐ddp
- 17. 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
- 18. 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
- 19. Channel effec*veness 9.00 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00
- 20. 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)
- 21. 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
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- 23. Why did you join the DDP? 45 40 35 30 25 20 15 10 5 0
- 24. 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.”
- 25. Online strategy “We have a great and innova;ve marke;ng strategy but seem to be falling behind with our digital strategy.”
- 26. Goals for digital marke*ng 20 18 16 14 12 10 8 6 4 2 0
- 27. 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”
- 28. Strengths of digital marke*ng 25 20 15 10 5 0
- 29. 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.”
- 30. Social media channels Facebook TwiDer LinkedIn Blog YouTube Pinterest Adwords TripAdvisor
- 31. 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
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- 33. Market Orienta*on 40 35 30 25 20 15 10 5 0
- 34. 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.”
- 35. 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
- 36. 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)
- 37. Measurement Facebook Google Analy;cs TwiDer LinkedIn Blog YouTube Pinterest Adwords TripAdvisor
- 38. Measurement in Context Sentiment Re-Tweets Mentions Links Reviews Shared comments Views Visits Volume Search Rankings BrandBuzz Sales Downloads Paid Subscriptions Subscriptions Leads Followers Friends Subscribers Connections “Likes” Referrals Click-Thru’s Open Rates @KarlHavard
- 39. 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
- 40. 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
- 41. 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)
- 42. ‘SocialBournemouth Surf School Experiences’Facebook App Example –
- 43. Upload, Share, Like ‘SocialExperience’ 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
- 44. How does itwork? Create a new tab and Plugin our App into your Facebook page. 44
- 45. How does itwork - 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
- 46. How does itwork – 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
- 47. How does itwork – Like Finally, your customers are encouraged to ‘like’ your Facebook page – increasing your Facebook community with your brand advocates. 47
- 48. ESRC Fes*val of Social Science 2013: Social Media: make or break reputa*on h=ps://esrc-‐tourism-‐ socialmedia.eventbrite.co.uk 48
- 49. Other School of Tourism events Monday 4th -‐ Thursday 7th November World Travel Market School of Tourism Bournemouth University Stand EM1203 hDp://www.wtmlondon.com/ Monday 4th November 2013 from 11.00 to 14.00 at the BTM Theatre, ExCel London WTM Technology enabling Travel organised by IFITT @ www.wtmlondon.com/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://ifiD.eventbrite.co.uk/ Facebook hDps://www.facebook.com/events/120171938153132/ 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://BUfutureforum13.eventbrite.co.uk/ @ hDp://www.wtmlondon.com/ Facebook hDps://www.facebook.com/events/200931963402214/ 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-‐socialmedia.eventbrite.co.uk/ hDps://www.facebook.com/events/515105315229266/ 21-‐24 January 2014 ENTER2014 Where Social Inspira;on meets Dynamic eTourism Innova;on hDp://www.enter2014.org/ Dublin
- 50. Thank You Ques*ons? Dr Philip Alford palford@bournemouth.ac.uk @philipalford