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DIGITAL DESTINATIONS
Dr Philip Alford
Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest
www.slides...
Digital Destinations project is an ESRC funded research project,
delivered by Bournemouth University,
with an overarching ...
The businesses benefited from 4 workshops which covered:
 Background to on line marketing
 Individual Business objective...
The following presentation is the case study provided by Lulworth Estates
Lulworth focused on improved website, analytics ...
Digital Destinations – How it’s going for Lulworth Estate
Lulworth Estate
Marketing Function
Mini-agency
Focus on Durdle D...
Student Relationship
Samantha Dean
Events Management
Contact
Expected more
42 page Digital Marketing Analysis
4,400 words,...
Social Media
Develop Facebook and forums such as Trip Advisor
Facebook
Facebook 21 likes in December 2012
Facebook – impro...
Customer Relationship Management
e-marketing system introduced – January 2013
Visitor data capture 2012, - 1,400 names– no...
Recommendations
New Website
Make it more animated – click to enlarge
Improve SEO
Less text more bite sized information and...
Direct Impact
On-line options - reduce spend in print titles
New ground, more work!
In control – a matter of degree
Indire...
Conclusion
Helpful?
Probably yes. More real hands on training would be useful
Have our attitudes changed?
No. New tricks a...
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@scho...
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Lulworth Estate

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Lulworth focused on improved website, analytics and SEO, linked to social media activity and customer relationship management. The project enabled Lulworth to review print requirements v on-line; to be more aware of their requirements when approached for on-line support and to gain control and give focus to their on going on-line activity.

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Transcript of "Lulworth Estate"

  1. 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. 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. 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. 4. The following presentation is the case study provided by Lulworth Estates Lulworth focused on improved website, analytics and SEO, linked to social media activity and customer relationship management. The project enabled Lulworth to review print requirements v on-line; to be more aware of their requirements when approached for on-line support and to gain control and give focus to their on going on-line activity.
  5. 5. Digital Destinations – How it’s going for Lulworth Estate Lulworth Estate Marketing Function Mini-agency Focus on Durdle Door Cascade knowledge Starting point Blame the government! Heard the hype, needed action points Attitude – willing but lack of confidence Unsure how all elements work together Overthinking
  6. 6. Student Relationship Samantha Dean Events Management Contact Expected more 42 page Digital Marketing Analysis 4,400 words, 24 graphs, charts and illustrations. Recommendations Google Analytics Use to inform marketing decisions Referral Advertising decisions Search Search terms, key words, copy for website to improve ranking Using new keywords to improve chances with new audiences eg walking the South West Coast Path…. Direct We have a figure here of 21% - would be useful to get some benchmark here.
  7. 7. Social Media Develop Facebook and forums such as Trip Advisor Facebook Facebook 21 likes in December 2012 Facebook – improve frequency of postings, Respond to customers comments. Put Like symbol on all relevant printed materials eg hard copy newsletter, invitations, FB link on website March 50 likes Launched £50 Facebook advertising campaign in May (with assistance) End of May 162 likes Facebook Advertising campaign – 3 months Target audience: outdoor pursuits including campaign and walking within 150 mile radius Trip Advisor Respond to comments, set up management facility. Yet to populate Recommendations
  8. 8. Customer Relationship Management e-marketing system introduced – January 2013 Visitor data capture 2012, - 1,400 names– not interest specific Amend questionnaire to include interests for 2013 season. Data capture by creating on-line brochure – to include drop-down box on interests. Recommendations
  9. 9. Recommendations New Website Make it more animated – click to enlarge Improve SEO Less text more bite sized information and links Link to Facebook Sign up to newsletters
  10. 10. Direct Impact On-line options - reduce spend in print titles New ground, more work! In control – a matter of degree Indirect Impact Seek out useful people Introduction of e-marketing system Focus – writing this case study Better able to discuss/assess options eg cost per click
  11. 11. Conclusion Helpful? Probably yes. More real hands on training would be useful Have our attitudes changed? No. New tricks are always welcome Have we changed how we work? Yes Meet expectations? Might have been a more time/cost efficient way of getting this information. Going forward? Need to work with people to move us forward
  12. 12. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
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