Norburton Hall

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Norburton Hall was active in social media terms, but wanted to improve ‘online presence both in terms of depth and breadth’. Their focus was to improve social media activity, increase hits on their website and to increase routes for customer engagement; their starting base measurement plans and targets made it easy for them to assess activity instantaneously. They were keen to find a way of measuring more aspects of social media activity. Once introduced to Google Analytics they have been able to fine tune activity and can now engage in setting more meaningful KPIs.

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Norburton Hall

  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 Norburton Hall Norburton Hall was active in social media terms, but wanted to improve ‘online presence both in terms of depth and breadth’. Their focus was to improve social media activity, increase hits on their website and to increase routes for customer engagement; their starting base measurement plans and targets made it easy for them to assess activity instantaneously. They were keen to find a way of measuring more aspects of social media activity. Once introduced to Google Analytics they have been able to fine tune activity and can now engage in setting more meaningful KPIs.
  5. 5. Digital Destinations Project: Norburton Hall www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  6. 6. Background 4 and 5 star gold award winning holiday cottages accommodating up to 24 guests. Special characteristics: • Tranquil surroundings of a country house estate. • 6 acres of gardens with mature woodland. • Main house features Arts and Crafts Movement. • In a picture book village on the Jurassic Coast. • Pubs, beach with café and village shops all within easy walking distance. www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  7. 7. Where were we? At the beginning of the project, in January 2013. Website - 7 years old and in the process of being updated. Social media - 18 months experience: • Facebook 100 likes • Twitter 500 likes Student’s strengths were in SEO. www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  8. 8. Where did we want to be? To improve our online presence both in terms of depth and breadth. • Increase Facebook likes by 50% • Increase unique visitors to website by 10% Objectives were to be achieved between January and June 2013 www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  9. 9. What did we achieve with Facebook? • Increased Facebook likes by 45% – Grew genuine ‘Likes’ naturally rather than through short-term incentives and fully adhered to FB rules (i.e. no competitions). – Offered discounts using email, Facebook and Twitter encouraging people to engage on Facebook. www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  10. 10. What did we achieve with the new website? Aim: Increase unique visitors by 10% • Bookings increased by 33%. • New website launched wk 3 (18th Feb). • Improved analysis – installed Google Analytics. 0 50 100 150 200 250 300 350 400 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Unique Visitors www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  11. 11. Bonus achievements • Set up Pinterest – http://pinterest.com/norburtonhall/ • Reasons • High visual appeal • Easy to maintain • Linked with our Twitter account • Added an online booking button to our Facebook page. • Set up YouTube account – Youtube.com/NorburtonHall www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  12. 12. Next steps? • Blog – need technical advice to link to website. • Updating – best sources of information, in terms of time effectiveness and reliability of sources. • Maintain links with university – webinars, networking events and lectures/seminars. www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  13. 13. More about Norburton Hall: • Address: Norburton Hall, Shipton Lane, Burton Bradstock, Dorset, DT6 4NQ • Telephone: (+44) 01308 897094 • Join us on: – pinterest.com/norburtonhall/ – linkedin.com/company/norburton-hall – flickr.com/photos/norburtonhall – vimeo.com/45089723 – youtube.com/NorburtonHall • Book online at www.norburtonhall.com www.norburtonhall.com info@norburtonhall.com facebook.com/NorburtonHall twitter.com/norburtonhall
  14. 14. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

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