Promoting and selling places is a content led business and if you think about it they have a whole country creating, curating and sharing some great content about Wales. But how do you leverage what is potentially a hugely powerful content ecosystem to help achieve specific marketing objectives? Learning that can be applied to any brand or business.
Econsultancy Digital Shorts | Destination Marketing - a content marketing story?
1. Destination Marketing
A content marketing story?
29th November 2012
Jon Munro
Digital Shorts
#econshorts
2. @ flyjon
So, a little bit about me
| 2 November 2012 | Digital Shorts
3. Source | Flickr | lucyparry1
The Visit Wales Story
Selling places is a content led business …
What does true integration look like?
How does content strategy help join things up?
How can you make things happen?
The big opportunity for destinations …
| 3 November 2012 | Digital Shorts
4. Source | Flickr | lucyparry1
More than a content marketing story!
| 4 November 2012 | Digital Shorts
5. A Content Led Business
| |5 5 November 2012
15 February 2011 | | Digital Shorts
Course Title
6. Change
One quarter of US
18-34 year olds use
mobile and tablets
when booking air
tickets You know this stuff!
Source : Amadeus (2011)
Mobile
71% of travellers
Social
use search as part 82% prefer consumer
of the planning reviews over a hotel’s
and booking description of itself
process
Source : GoogleNovember 2012
| 6 (2010)
Search
| Digital Shorts
Source : Forrester (2006)
7. People of the screen
The “and” economy
Conversation culture over information culture
Convergent lifestyles and hyper collaboration
Learning to live within the earned media space
Source | Flickr | DeusXFlorida Reference | www.mediafuturist.com
| 7 November 2012 | Digital Shorts
8. Enter the Tourist Board
Land of contrasts
Something for everyone
Fun for all the family
Whatever you’re looking for
Inspirational scenery
Coastal splendour
Majestic mountains
Best-kept secret
Why not?
A unique blend
| 8 November 2012 | Digital Shorts
9. Content is all we have and have ever had!
| 9 November 2012 | Digital Shorts
10. The content a brand creates is everything
A world where
the content a
brand creates is
everything
| 10 November 2012 | Digital Shorts
11. Targets, Objectives and Strategy
Delivering £150 million in additional value
Big focus is improving reputation
Awareness, consideration and advocacy
“Those people who have not yet considered wales”
| 11 November 2012 | Digital Shorts
12. Destinations have embraced social
Listed as one of the the world’s Most
Influential Tourist Boards and DMO by
Influencers in Travel.
Source | Capetown Tourism | Industry News
| 12 November 2012 | Digital Shorts
13. It represents an important channel
By summer ‘12 almost 253K likes on
Facebook of which 2,357 were talking about
Cape Town. 12,840 Twitter followers
| 13 November 2012 | Digital Shorts
14. A platform for sharing content
By summer ‘12 a total of 1,233
Flickr members and a shared
pool of 25,538 images. The You
Tube channel had 506
subscribers and has accumulated
272,783 video views so far
| 14 November 2012 | Digital Shorts
15. Connecting and engaging advocates
Based around twitter and the
hashtag #makesmeirish the
campaign brought the Irish
Tourist Board an audience in the
UK of 3.4 million. 33,000 people
participated.
The campaign won the Best Use
of Social Media category at the
London Travolution Awards.
| 15 November 2012 | Digital Shorts
16. Crowdsourcing credible content
The myNZ competition asks
Kiwis and visitors to submit
images and video in return for
entry into a prize draw for flights
to New Zealand
| 16 November 2012 | Digital Shorts
17. Curating destination content
The Canadian Tourism
Commission (CTC) has
developed a ‘Canada s
insider blog’, the main
feature on the commission s
reformatted media website.
The revamped CTC Media
Centre homepage is
designed as a social media
hub featuring live Twitter
and Facebook feeds, plus a
video of the week, the blog,
Canada info and story ideas
sections.
| 17 November 2012 | Digital Shorts
18. Supporting brilliant ideas!
The campaign
delivered over 8
million unique
visitors who were
spending on average
8 mins on site
A total of 34,680 job
applications were
received
Source | The Wanderlust Report | Queensland: Social Media or Integrated Campaign?
| 18 November 2012 | Digital Shorts
19. But social comes with challenges
Trust
Control
Scale
| 19 November 2012 | Digital Shorts
20. What does true
integration look like?
| |20
20 November 2012
15 February 2011 | | Digital Shorts
Course Title
21. Thinking beyond paid media
Source | iCrossing | Slideshare
| 21 November 2012 | Digital Shorts
23. We watch search like a hawk
Source | Visit Wales | Tracked search terms and volume (Log10)
| 23 November 2012 | Digital Shorts
24. Identify where the opportunities lie
Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
| 24 November 2012 | Digital Shorts
32. Improving search visibility
45
40
35
30
25
20
15
Romantic Break
Section Live 10
5
0
September October November December January February March April 2012 May 2012 June 2012 July 2012 August
2011 2011 2011 2011 2012 2012 2012 2012
Positions 1-1:
Widget creation Long Tail
and placements Analysis and Positions 2-5:
started Optimisation
Positions 6-10:
Adjustments
| 32 November 2012 | Digital Shorts
33. Increasing share of relevant traffic
2500 500
450
2000 400
350
Search Interest
1500 300
Romantic Break Related
Visits
250 Organic Traffic
1000 200
150
Google UK Search Term
Interest for 'Romantic
500 100 Breaks'
50
0 0
| 33 November 2012 | Digital Shorts
34. Comparing brand and non brand traffic
35,000 70,000
30,000 60,000
25,000 50,000
Non Brand Visits
Brand Visits
20,000 40,000
Non Brand
15,000 30,000
Brand
10,000 20,000
5,000 10,000
0 0
| 34 November 2012 | Digital Shorts
35. Rinse and Repeat
“Useful, engaging and sharable (sometimes community
created) content placed in the environments where
people were already discussing holidays and breaks.
Linked back to pages on the Visit Wales website –
providing more in depth information but also supporting
natural search visibility”
| 35 November 2012 | Digital Shorts
36. What about paid media?
Targeted
engagement Awareness
Advocacy
Scale
The Big Idea
Crowd sourcing Creative
Content development and paid media
Community development amplification
| 36 November 2012 | Digital Shorts
38. Activity on facebook
Piers is on TV
VOD / Online / FB Ads FB Ads
Piers invite goes live
Piers trip
Radio/ DOOH
| 38 November 2012 | Digital Shorts
39. So what happened?
70%+ saw the campaign
196 video invites
19,000 facebook followers
128,000 requested views of content
11,500 subscribers, 37,000 brochures
100k got
34m UK Adults Reached involved
Contribution to over £100 million of
additional visitor spend during 2011
| 39 November 2012 | Digital Shorts
40. Source | Flickr | lucyparry1
So, where are we?
Joining things up across the agency team
Scaling our efforts across owned and earned
Taking a longer term view to planning
| 40 November 2012 | Digital Shorts
41. Why does content
strategy help join
things up?
| |41
41 November 2012
15 February 2011 | | Digital Shorts
Course Title
43. Complexity and off site engagement
Source | Forrester (2007)
| 43 November 2012 | Digital Shorts
44. Source | Flickr | Discover Carmarthenshire
Right content
Right person
Right device
Right time
Right action
| 44 November 2012 | Digital Shorts
45. Strategy
Social
SEO
PPC
PR
UX
Data
Content
Adapted | Brilliant Noise (2012)
| 45 November 2012 | Digital Shorts
46. Objectives for content
Useful
Engaging Digital Business
Findable Outputs Outcomes
Sharable
Authority
Credibility
| 46 November 2012 | Digital Shorts
47. How do you make
things happen?
| |47
47 November 2012
15 February 2011 | | Digital Shorts
Course Title
48. Five things we learnt along the way
Develop themes in line with the brand story
1 you are trying to tell. It will help you
innovate, deliver more than the sum of the
parts and support consistency across your
communications.
| 48 November 2012 | Digital Shorts
49. Five things we learnt along the way
Deliver those themes across multiple
2 channels. Develop conversations and buzz
in the short term that help support the
longer term and associated strategy. Search
visibility is a good example.
Use paid media to amplify your efforts …
| 49 November 2012 | Digital Shorts
50. Five things we learnt along the way
Leverage existing content assets and
3 repurpose the assets you develop for
delivery across multiple channels.
Create once. Publish everywhere. COPE!
| 50 November 2012 | Digital Shorts
51. Five things we learnt along the way
Commit budget with clear objectives
4 behind it. Think findable, sharable,
engaging but above all useful. Leave a bit
aside for experimentation. Continue to test
and learn. Take calculated risks.
| 51 November 2012 | Digital Shorts
52. Five things we learnt along the way
Success in digital is often about the sum
5 total of many small parts. It requires a close
working relationship between your internal
team, agency teams and anyone else you
work with.
Create an environment for that to work!
| 52 November 2012 | Digital Shorts
53. Organisational Change
Not just channels. It’s people. It’s agencies. It’s organisations
In fact it’s more than that. Mindset change!
Source | Flickr November 2012
| 53
| UggBoyUggGirl | Digital Shorts
How do we drive change?
54. Content Maturity Model
Awareness Analysis Articulation Organisation Optimisation
| 54 November 2012 | Digital Shorts
55. Content Maturity Model
You realise you have a problem!
1 Invested in technology and channels
Awareness Focus on products and services
Which content do I need to produce?
Adapted | ariad.ca
| 55 November 2012 | Digital Shorts
56. Content Maturity Model
Fixing problems with content …
2 Testing things with inconsistent results
Analysis Looking to different departments
How do we align ourselves to the customer journey?
Adapted | ariad.ca
| 56 November 2012 | Digital Shorts
57. Content Maturity Model
Customer journey mapping …
3 Seeing value in customer centricity
Articulation Working across channel and product silos
How do we put content as the heart of strategy?
Adapted | ariad.ca
| 57 November 2012 | Digital Shorts
58. Content Maturity Model
Managing content properly
4 Hire new skills and define new roles
Organisation Measure and optimise in real time
How do we really resource this properly?
Adapted | ariad.ca
| 58 November 2012 | Digital Shorts
59. Content Maturity Model
Your leaders “get it” and resource it …
5 Content critical to articulating brand
Optimisation Developing entirely new business models
You’ve made it J
Adapted | ariad.ca
| 59 November 2012 | Digital Shorts
60. So, what is changing?
From To
Understanding Superficial Deep
Communication Monologue Dialogue
Budgeting Channel-led Conversation-led
Marketing Campaigns Programmes
Organisation Product-centric Customer-centric
Results Random Sustainable
Source | ariad.ca
| 60 November 2012 | Digital Shorts
61. What is the big
opportunity for
destinations?
| |61
61 November 2012
15 February 2011 | | Digital Shorts
Course Title
65. A platform for
curating and
distributing
great
destination
content
| 65 November 2012 | Digital Shorts
66. But one where we invest in adding content value
| 66 November 2012 | Digital Shorts
67. And built on a data driven content specification
But one where we invest in adding content value
| 67 November 2012 | Digital Shorts
68. Final thought
“Collaboration is increasingly becoming the
business model of the future. Whilst not impossible,
it is going to become increasingly difficult to achieve
things on your own. The smartest stuff is often
proudly found elsewhere”
Gerd Leonhard, Media Futurist
Share it. Embrace it. Add to it. Make it better
| 68 November 2012 | Digital Shorts