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The Green House Hotel; our motivation in signing up to the Digital Destination programme was to look at the time we were spending on social media and see if it was viable.  At the starting point our …

The Green House Hotel; our motivation in signing up to the Digital Destination programme was to look at the time we were spending on social media and see if it was viable.  At the starting point our facebook page worked great and we could measure through insights but our twitter and other online presence was underutilised but, we acknowledged that they could be valuable tools for us. The programme has allowed us the opportunity to discuss with our peers in a focussed manner the options available and review which channels will be the most manageable and cost effective for our business.  As well as learning all these different ways of measuring our output so we are no longer stabbing in the dark!  Thank you to all the team at the DDP for your patience and encouragement over the last months.

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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 Green House Hotel The Green House Hotel; our motivation in signing up to the Digital Destination programme was to look at the time we were spending on social media and see if it was viable. At the starting point our facebook page worked great and we could measure through insights but our twitter and other online presence was underutilised but, we acknowledged that they could be valuable tools for us. The programme has allowed us the opportunity to discuss with our peers in a focussed manner the options available and review which channels will be the most manageable and cost effective for our business. As well as learning all these different ways of measuring our output so we are no longer stabbing in the dark! Thank you to all the team at the DDP for your patience and encouragement over the last months.
  • 5. The Green House’s Digital destination Journey 2013 The Green House Bournemouth www.thegreenhousehotel.com www.facebook.com/greenhousehotel www.twitter.com/greenhousehotel
  • 6. Where were we November 2012 Strengths • High engagement on Facebook (Section 2.5.1) • E-Newsletters create loyalty with customers (Section 2.5.3). • USP of being eco friendly hotel with strong brand image. • Existing customer base which are loyal once visiting the hotel. Opportunities • Develop relationships with suppliers and companies over social media • Using Digital Media to upsell hotels services. • Take advantage of the facilities that the hotel provides to the guests which can be targeted to new segments, e.g people with electric cars (Section 2.2) • Hotel deals through social media to loyal customers leading to retention. • Extending into new markets can help bring in more profit for the company. • Develop the products on offer- business meetings and corporate market can increase profit. • Link all media channels, keeping the brand strong and cohesive to extend the customer journey with the brand and to reduce time spent in updating each medium separately. Weaknesses • Twitter underutilised for the market • Not sure how long to spend on each medium, or how much money to spend on updating, therefore some e-marketing channels are not used. • Lack of knowledge on different marketing channels. • Conflicting markets- not sure who is being targeted on certain social media channels. Threats • Boutique hotels in Bournemouth that have their own USP’s that attract couples to their hotel from their unique twists. • New Entrants in the Dorset Area. • Focus on USP of eco-friendly hotel will help to separate The Green House hotel from the competition. (Section 2.4). • Focus on engaging in customer conversation to increase lifetime value and to keep customers loyal to product and not move to competitors in the area. • Understand and establish existing channels before moving onto new, upcoming social media to gain competitive advantage.
  • 7. Google Analytics confirmed our Facebook activity was working well
  • 8. Our Objectives were set... The objectives that the Green House Hotel wish to achieve and measure are the following: 1. To measure the conversion on Twitter to The Green House Hotel Website. 2. To measure the engagement on Twitter and to raise the profile of the Green House Hotel through twitter posts to followers.
  • 9. What have we done.. 1. We have set up our head chef with his own twitter account 2. The Green House’s new restaurant Arbor and the boutique hotel The Green House interact with Andy’s (Chef) twitter account to create a buzz via twitter 3. We post tweets and include bloggers 4. We read tweets of travel/wedding companies that have lots of followers that may be interested in hotel stays and reply to them to try to increase RT 5. We engage more about the here and now rather than the future
  • 10. Results?
  • 11. More results!!
  • 12. What are we proud of? On May 16th We tweeted Visit England and they responded to their 47,234 followers the following
  • 13. The Team who made it possible #appsfab Without my team mates to help me with new ideas and keep me on track
  • 14. The Future... • A blog is on the way – just need to think of something to talk about. • Pinterest and foursquare accounts have been attained • A redesign of our website with a seperate website for our restaurant which is fully responsive • Getting the team involved by posting their own interest posts on facebook and Chef is trained and hooked on twitter!
  • 15. To finish A big thank you to everyone at the Bournemouth University for making this period so enjoyable and educational. For always having an interesting story and for helping lift the veil of confusion. Social media is a lot clearer now and the tools to track what you are doing are fantastic. We can now measure our input! A suggestion for the future? Get the team back together in 6 months time to see the tangible results which will hopefully ensure we are always learning and growing.
  • 16. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU