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The Langtry Manor was initially keen to explore the possibility of possessing a wider knowledge about digital engagement with stakeholders.  Through participating in the Digital Destination programme …

The Langtry Manor was initially keen to explore the possibility of possessing a wider knowledge about digital engagement with stakeholders.  Through participating in the Digital Destination programme other ways to manage an efficient Customer Relationship Management system through use of social media have been accessed and applied successfully.

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  • 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 The Langtry Manor The Langtry Manor was initially keen to explore the possibility of possessing a wider knowledge about digital engagement with stakeholders. Through participating in the Digital Destination programme other ways to manage an efficient Customer Relationship Management system through use of social media have been accessed and applied successfully.
  • 5. Langtry Manor Hotel Action Plan
  • 6. Summary Situated in the heart of Bournemouth, this family owned hotel is renowned for its luxurious accommodation…
  • 7. Strengths Weaknesses Opportunities Threats  business experience  market knowledge  niche look and feel in the restaurant  using social media  various menus available such as the 'Edwardian banquet' which is unique in Bournemouth  the restaurant/hotel is linked in on several booking and review pages with adequate rating such as for the restaurant on tripadvisor (33 out of 320 with 38 reviews)  unique offers at in the restaurant - special occasions o featured on TV-hotel inspector  offering different products within the hotel positioning it into a niche market in order to stay open through recession  not enough sufficient interaction on social media sites  on search engines the restaurant is not 'promoted' effectively and does not appear within the first pages of 'Google search'  not involved in various special offer sites  no SEO for the restaurant  improvement of usage on the social media sites  improvement of SEO on the website - in regards to Restaurant- and dining  using marketing strategies to increase awareness of hotel and restaurant to local residence  introducing mailchimp to the hotel in order to send out promotional offers to restaurant/hotel users in order to have an increase in people using the restaurant  redesigning the surveys offered to people in the restaurant in order to ask them for their email address and to opt in for more info  competing hotels  local restaurant and chains that offer deals online  miss-usage of social media sites  not providing sufficient information of the restaurant on the website  recession which has decreased disposable spending of people SWOT (adopt from students report) Albrecht, 2013
  • 8. Objectives • Increase the number of local/residential people dining at the restaurant as well as the awareness of the restaurant locally • Increasing number of conversions from people that book in under a Bed & Breakfast rate to Dinner-Bed & Breakfast rates
  • 9. What we learned? • Social media can be and is powerful marketing tool • Now we learn how to: – Use wisely collected data… • Focus on few channels only • Important is: – To be active not only be a “another name” in digital world
  • 10. Action Plan • More specific market segmentation, (based on all data from : Google analytics, Facebook Insight, and offline channel) • Concentrate on main channels, such as Facebook, and e-mail marketing: e.g.: offers, competition (Royal baby name), etc.
  • 11. Measure • Target specific markets with specific campaigns • Monitor campaigns using analytics tools such as Google Analytics, Facebook inside, mailchimp analytics. • Measure customer satisfaction – through customer feedback forms • Measure level of repeat business
  • 12. • http://www.langtrymanor.co.uk • https://www.facebook.com/langtrys • https://twitter.com/LangtryManor • https://plus.google.com/101726230091860345692/posts
  • 13. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU