OK. So there are three of us contributing to this session … Let me explain how it all fits together. I ’ m going to kick off and I look after a new digital marketing team at Visit Wales. I ’ m not going to blind you with science. I am going to tell you a story. A story which is as much about getting to grips … We work with iCrossing on the search and social side of things. Specifically our paid and natural search as well as our social outreach and online PR. Jason knows his stuff around measurement and he is going to talk around some of the work we are doing there. Where does Tom fit in? Well I guess Lonely Planet have also been on a journey where managing digital is concerned too. Of course the thing that connects us all is we are all one way or another in the business of selling places!
That point of view is clearly carried forward into our campaigns work. The places where we do control the message. The kind of creative execution includes this sort of thing. This is how it is executed in paid for / bought media …
Our television advertising last year revolved around the Darkes family and a two week holiday they spent in Wales The family themselves were sourced via social media and community sites … Where are owned media is concerned, our owned websites, we have tried to take that journey online so there ’ s a lot of content on there about what the family did, where they stayed and a series of shorter web films to support that. It was a journey north to south so you can also access that content via an map based approach.
An extension of that work involved working with paid media channels but not necessarily through traditional one way communication. Through content partnerships the Proper Holidays message can be extended further and beyond our site . Clearly engagement is important and we are not necessarily expecting people to come back to our site.
I mentioned using existing attention on Wales and the amplification of that attention We did during the autumn do exactly that. Using events.
Needs no introduction. We hosted the Ryder cup in October. The worlds biggest Golf event and some say the third biggest sporting event in the world. But definitely in the top ten. Worth £73 million to Wales in terms of economic impact Clearly very important in terms of placing Wales on a world stage Couple of things the digital team at Visit Wales I want to mention …
The PR team were working on some activity at one of the mainline train stations in London Essentially some 3D art based around Golf on the first day of the Ryder Cup. In the mainline station accessing Wales Outreach to a number of relevant sites secured coverage on two influential blogs
During the event we were able to benefit from the buzz that created both via our third party social channels and that being tweeted and retweeted across twitter.
Following the event we were able to post content to our blog and the associated videos to our you tube channel … Why did we do it. Two reasons. Firstly to try and improve the way our PR teams and digital teams worked together on this type of thing and secondly to figure out what we could achieve through this type of blogger outreach. One of the things we learnt was this kind of thing clearly needs to be planned properly and you need to pull teams together at an early stage. With more time we could have introduced a competition element to this which incentivised the sharing of content. There ’ s also a big opportunity to build in location based check in via things like Foursquare and facebook places. In general terms we were more successful through benefiting with the pre event and during event buzz and we could have made more out of the post event
We also got involved in live tweeting the event and aggregating that content. Some of the things we learnt included; Think carefully about what content you can source which is unique and valuable – outreach prior to event and interest Where your own third party channels are concerned think carefully about content – not everybody loves golf Get your network of content creators and publishers beforehand In some cases you can only listen. The Sunday … There ’ s nothing wrong with supporting it with a bit of tactical PPC
We did pull it off in the end and whilst the Sunday was wet it did improve during the day and those people with tickets on the Sunday even got to spend another day in Wales. What a result. Of course Europe one to which was the other result.
The biggest free ticket music event in Europe – 40K over the weekend. Broadcast across TV, mobile and online … ½ million people applied on the lottery. Madonna plays there. So does Alicia Keys … she ’ s a bit like Madonna but different She was playing there. Radio developed a parody of New York state of mind … North Wales. She sang it. The meme that followed (paraody) was Newport State of Mind … Tbc. Talked about the story and how it had come about.
This is what it used to look like. Our creative agency would lead the way …
Of course we are a destination and there exists a huge content community We are currently kicking off a EU funded project to change the way Wales does digital tourism business In simple terms it is about harnessing that network and supporting the distribution of content and conversational content across appropriate channels and targeting that content to the right people at the right time in there customer and emotional journey with Wales
The initial approach was a parallel-track Research and Strategy programme Both programmes of work will inform the Implementation work: – the BAU elements including paid and natural search; and - the more campaign-focused elements including content creation and social media outreach and management The research programme consisted of: - understanding and benchmarking relevant search terms, volumes and seasonality; and - carrying out social media and content audits across some of VW main products
As part of the Research we identified search volumes around the main topics that people are coming to the Visit Wales site for – Holidays, Breaks, Information, Accommodation and Activities We then benchmarked the share of search that VW are achieving for those core terms
And also looked at the seasonality of those search terms This shows the seasonality for Activity products – such as diving, walking, cycling, fishing and golf holidays etc. Helps inform content and paid media strategy
We identified the 50-100 sites that are visible for each of these topics and profiled those sites in terms: - the paid and earned media opportunity, - the levels of engagement with the site, - the update frequency, and - an overall influence score that is composed of a number of factors such a: - how connected they are in the network, - how large the audience is, - Page Rank, - content placement relevancy etc.
We also undertook some network profiling; in this example, for sites in the Golf network. This profile shows the Top 30 most influential Golf sites, and plots them according to the levels of user engagement against the opportunity for content placement. This research was carried out in advance of the recent Ryder Cup campaign.
We have also been working closely with VW to help define the Digital Strategy. This started by interviewing all key stakeholders in the organisation to understand objectives, KPIs and targets, and challenges and opportunties It also included developing an evaluation and planning framework that isin line with the strategy and KPIs It is important to integrate the digital activities with current campaign-led activities at the planning and evaluation stages – as a way to ensuring an evolved multichannel approach
The strategic challenges highlighted by the stakeholder sessions are as follows:
But before we try to evolve the campaign-oriented evaluation model to include the digital, always-on, perspective; it should be said that from a marketing perspective, peoples use the web is highly complex and pure digital marketing efforts are not easy to evaluate. The traditional marketing funnel of Eyeballs to Conversions no longer works online. People are increasingly able to configure their own interfaces to content (through start pages, RSS readers etc.) and there are a number of important external influences to consider including: - UGC - Recommendations and review, - Competitive alternatives. Consequently, considering the motivations and needs of contributors/influencers or our ADVOCATES in those networks is increasingly important. A recent Nielsen study of the types of advertising most trusted by people has shown that personal recommendations, consumer opinions, brand websites and editorial content are generally more trusted than push forms of advertising like paid search ads, banner ads and TV ads.
It was with these factors in mind that iCrossing developed its engagement framework back in 2008 – which is a user-centric evaluation framework that measures user behaviour in response to brand initiatives. The starting point is to consider the degree of engagement across the whole web and not just on the main website and owned spaces. It looks at segmenting metrics in 3 key areas: AWARENESS, ACTIONS and ADVOCACY The framework is currently being used across a significant proportion of our client base to evaluate their digital (and sometimes integrated) marketing efforts.
AWARENESS metrics like viewing pages on the website are relatively low engagement activities and consequently there are higher numbers of people doing this, compared to ACTIONS such as buying something, downloading information, registering for a service or watching a video ADVOCACY metrics, such as linking to the site, sharing content, uploading content or expressing positive sentiment online are more highly engaged activities – and consequently the volume of people dong these activities is much lower. AWARENESS metrics are relatively cheap and easy to measure, and can be done with standard analytics programmes ADVOCACY metrics are harder and more expensive to measure as there is a greater degree of human analysis required Finally to promote and facilitate ADVOCACY, there is invariably some degree of brand control that needs to be relinquished to promote desired behaviours such as commenting and uploading content
The Evaluation Framework (3 As) can also be used to help with planning. I have talked about how we can measure Awareness, Actions and Advocacy; but we can also use the framework to identify how these can be earned and bought. For example: To purchase AWARENESS – we can use Display and Paid search advertising; but to earn awareness – we need to produce content that is technically optimised, based on the language and needs of users, relevant to and promoted in the network To purchase ACTIONS – we can seed widgets and other interactive ideas in content networks, or can design relevant Competitions or Offers; but to earn those ACTIONS we need to ensure that the User Experience of the proposition stacks up, that it is useful and desirable for the target audience, that there is a strong call to action and the content is shareable and portable W can possibly purchase ADVOCATES through national campaigns, but to earn ADVOCATES we need to ensure that the brand and product stacks up, that we understand, listen and participate in the networks in the right way
This is VW customer journey Traditional campaign planning has tended to start at the Awareness stage - Consider Wales – and has aimed to build brand and emotional appeal through tactics such as broadcast media , digital advertising and PR The strategic work to date has identified the opportunity to move back one step to begin to stimulate Online advocacy by: - understanding and listening to Brand and Product networks, - developing relevant content and engagement strategies to leverage those networks; and - putting solid Evaluation programmes in place to understand the value of the activity
This is one of the networks where we have undertaken some recent research – the online walking network The network consists of a number of different types of property – - personal blogs - holiday providers - forums - societies / organisations - resources - regions / regional walking holidays - publications The network is highly active and passionate about the subject – there are a number of large and active forums; and comments and discussion on news and blog posts is frequent The community generally shares experiences so others can benefit, posting routes and photography And the community is open to participation – with site owners often reviewing equipment and other products
Once we understand the network in these terms and know the most influential sites and people on the network, we are able to develop online engagement initiatives that are both centred on Visit Wales core products (like Walking) and aligned with brand campaigns The initiatives can be based around themes such as Active Participation, Inspiration, Exploration, Local Recommendations, Welsh Icons - and can use maps as the platform The purpose of the initiatives is to support broader campaigns, but also to provide a sustainable, curated resource of content, community and advocacy – which can be used in conjunction with VW produced content
Once our engagement framework has been defined, and many of the data feeds can be automated; it becomes possible to move towards a real-time view of online engagement (Jon touched on this re. Ryder Cup) This image is actually the Mission Control brand monitoring room for Gatorade in the US. This is obviously a bit of a publicity stunt – but there are large organisations that are moving towards this real time or live view of the web; and campaigns and engagement initiatives are being developed that are live – in that they respond to peoples behaviour in real time
iCrossing Client Summit | Managing reputation in a multichannel world | May 2011
Managing reputation in a multi–channel world Jon Munro, Visit Wales Jason Ryan, iCrossing
What are “ we ” trying to do? Maintain £3.5 billion contribution to economy Improving Wales ’ reputation on the world stage Addressing persistent stereotypes Budgets and Results ~£5 million per annum ~£60 million in additional value
What consumers are saying is shaping your brand Thinking beyond just tourism - the Wales brand This requires both organisational and mind set change Our world
Destination Branding online has become “ reputation management ”
Content Source | flickr | davidking Is content strategy a simple and unifying idea? A community of content producers and consumers Offer something to line up against
Source | flickr | DeusXFlorida Socialisation Conversation culture over information culture Adding the credibility we so desperately need Learning to live within the earned media space is scary
Source | flickr | purplemattfish Integration Beyond online and offline media Not just channels. It ’ s content. It ’ s people. It ’ s agencies How do we create real synergy?
Source | flickr | Julia Manzerova Evaluation Quality of content network Conversation sentiment Beyond site traffic and site conversion
Big opportunity for Wales Building on authority Adding credibility Wrapping in the brand
The Big Idea TV Social Media Print e-mail Direct mail website Off site partnerships
Creative and paid media amplification Targeted engagement <ul><ul><li>Crowd sourcing </li></ul></ul><ul><ul><li>Content development </li></ul></ul><ul><ul><li>Community development </li></ul></ul>
The big opportunity for us Content really is king
Visit Wales North Wales South West Wales South East Wales Mid Wales Anglesey Snowdonia Borderlands Llandudno Swansea Carmarth Pembs Valleys Glamorgan Cardiff Wye Valley Mid Wales Brecon Ceredigion Wales Residence Accommodation Tourism Businesses Events Visitor
Our KPIs – the magnificent seven! KPI 2009 figures 1. Destination Awareness 44% of UK population rate in top 3 2. Campaign Awareness 13% Spontaneous, 22% Prompted 3. Claimed and Known Response 1.8 million 3% UK Population 4. Emotional Proximity 15% of UK population rate 9/10 5. Conviction to Visit 40% visiting vs 60% non visiting 6. Marketing Effectiveness (the conversion funnel) 7. Value of Marketing ~£60 million per annum
Holiday Breaks Activities Information Research: Benchmarking and opportunity analysis Visit Wales 8th Visit Wales 43 rd Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010 Visit Wales 42 nd Visit Wales 39 th
Research: Seasonality analysis Activities Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010 Q1 Q2 Q3 Q4
Research: Site profiling <ul><li>How connected they are in their network (links obtained from network neighbours) </li></ul><ul><li>How large their audience is (traffic) </li></ul><ul><li>Google PageRank </li></ul><ul><li>URL mentions in Google </li></ul><ul><li>Number of Google Blog Search links </li></ul><ul><li>How engaged its audience is (3 rd party bookmarking, comments) </li></ul><ul><li>Content placement relevancy (High / Medium / Low) </li></ul><ul><li>Type of content they produce (quality, context, freshness) </li></ul><ul><li>Likelihood of advocacy </li></ul>Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
Research: Network profiling Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
<ul><li>Strategic challenges </li></ul><ul><li>Integrating ‘ always on ’ approach with campaign-driven approach (across planning, program & evaluation) </li></ul><ul><li>Developing an on-going content and engagement strategy </li></ul><ul><li>Achieving buy-in across organisation </li></ul><ul><li>Demonstrating the value of digital marketing </li></ul><ul><li>Pilot programmes (Ryder Cup) </li></ul><ul><li>Sharing learnings and successes </li></ul><ul><li>Iterative approach to planning and evaluation </li></ul><ul><li>An Online Advocacy programme </li></ul>
Quantifying people ’ s web use is complex... A network of experiences...
“ Do people know about us? ” “ What are they doing when they find us?” “ How do they feel about us?” Evaluation Framework User-centric framework Awareness <ul><li>Visits </li></ul><ul><li>Clicking on an advert </li></ul><ul><li>How long they stay there </li></ul><ul><li>“ Bounce Rates ” ; whether people stick around </li></ul>Actions <ul><li>Rating something... </li></ul><ul><li>Leaving a comment... </li></ul><ul><li>Registering for something... </li></ul><ul><li>Watching a video... </li></ul><ul><li>Downloading something... </li></ul><ul><li>Signing up … </li></ul><ul><li>Bookmarking us </li></ul><ul><li>Following us </li></ul>Advocacy <ul><li>Expressing opinions on blogs </li></ul><ul><li>and forums </li></ul><ul><li>Content recommended / forwarded </li></ul><ul><li>High profile bloggers posting </li></ul><ul><li>about us </li></ul><ul><li>Attitudes changing </li></ul>
Customer Lifecycle Customer Journey <ul><li>Build Emotional Brand/ Appeal </li></ul><ul><li>Broadcast media </li></ul><ul><li>Digital advertising </li></ul><ul><li>PR </li></ul><ul><li>Tactical brand messaging </li></ul><ul><li>Stimulate Advocacy </li></ul><ul><li>Understand Brand and Product networks </li></ul><ul><li>Content and engagement strategy </li></ul><ul><li>Evaluation </li></ul>
Leverage existing online communities Conversation Several large and active forums Comments and discussion on news and blog posts is frequent Sharing Participants want to share experiences so others can benefit, particularly routes and photography Participation The community is open to participation, photo and route competitions Site owners often review equipment and other products
Targeted engagement initiatives <ul><li>Online engagement initiatives centred on core products and aligned with brand campaigns </li></ul><ul><ul><li>Active Participation </li></ul></ul><ul><ul><li>Inspiration </li></ul></ul><ul><ul><li>Exploration </li></ul></ul><ul><ul><li>Local Recommendations </li></ul></ul><ul><ul><li>Welsh Icons </li></ul></ul><ul><ul><li>Map as platform </li></ul></ul><ul><li>Sustainable curated resource of content, community and advocacy </li></ul>