Land & Wave
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Land and Wave’s key aims were to make it easy for customers to find and contact them; to present SIMPLE information; and to raise profile of activities and make it easy for customers to advocate/ ...

Land and Wave’s key aims were to make it easy for customers to find and contact them; to present SIMPLE information; and to raise profile of activities and make it easy for customers to advocate/ talk about the operation. This included improved web presence, better branding, improved opportunities for customer engagement and user generated content, and links to review/referral sites.

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Land & Wave Presentation Transcript

  • 1. DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
  • 2. Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: ‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations’
  • 3. The businesses benefited from 4 workshops which covered:  Background to on line marketing  Individual Business objectives  Developing the strategy  Measuring impact  Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
  • 4. The following presentation is the case study provided by Land and Wave. Land and Wave’s key aims were to make it easy for customers to find and contact them; to present SIMPLE information; and to raise profile of activities and make it easy for customers to advocate/ talk about the operation. This included improved web presence, better branding, improved opportunities for customer engagement and user generated content, and links to review/referral sites.
  • 5. Digital Marketing 2013 Onwards
  • 6. www.landandwave.co.uk – ‘Parent Site’ www.dorsetcoasteering.co.uk www.dorsetkayaking.co.uk www.dorsetbushcraft.co.uk www.dorsetadventure.com – ‘Satellite Sites’ www.coasteeringindorset.co.uk + www.bournemouthstagactivities.co.uk – Historic sites
  • 7. (In order of effectiveness...) Trip Advisor You Tube Facebook Blog – currently being reviewed/ updated Twitter – Historic/ no investment planned
  • 8. Visitors last month, www.landandwave.co.uk – 2800 (+20%) Visitors last month, all other sites – 700 (+20%) Traffic: 50% organic, 25% referral, 25% direct
  • 9. Key words (in order) – Land & Wave and Variations (450), Coasteering (100), Dorset Coasteering (100). Referral... Facebook (220), Satellite Sites (220) Direct... Everyday email traffic (almost all)
  • 10. Strengths  Search Rankings for all key words e.g ‘Dorset Coasteering’  Quality of website compared to competition 1, 2, 3  Trip Advisor, approx 3 times the reviews of competition.  Quality and speed of response to enquiries, especially compared to the competition.  Being bloody good at what we do.  All staff understand the importance of presentation, communication and feedback, everyone strives for reviews, videos etc.
  • 11. Focus of digital marketing  To make it easy for customers to find us  To present SIMPLE information  To make it easy for customers to contact us  To better establish the companies ethos of ‘Adventure for Good’  To make it easy for customers to advocate/ talk about us
  • 12. • Increase visitors 20% • 250 + ‘excellent’ reviews on trip advisor • Dominate Google, ideally occupying 4 out of 5 of top Google rankings across all key search terms. • Increase free resources and information online, encourage teacher traffic. • More clients, more profit, more fun.
  • 13. Strategy 6 – 12 months  Budget for 10 hours of web updates per month, equivalent of 4 new pages or major revamp of current pages.  Push, push, push Trip Advisor  Maintain Facebook updates by restricted staff.  Ignore twitter  Distribute free SD cards to encourage client video/ photo sharing.  Constantly adapt and improve photos and videos
  • 14. We’re going to focus on constantly generating new and improved content We will support our own websites with trip advisor, you tube and, to a lesser extent, Facebook We are going to make it really easy for clients to talk about post experience (video, images etc).
  • 15. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU