Marketing Norway on the web - ETC eBusiness Adademy – Amsterdam 2011


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Presentation at the European Travel Commission e-Business Academy in Amsterdam 27.10.2011

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  • Marketing Norway on the web - ETC eBusiness Adademy – Amsterdam 2011

    1. 1. Marketing Norway on the web Hans Petter Aalmo – Portal Manager - ETC eBusiness Adademy– Amsterdam 2011
    2. 2. Agenda today <ul><ul><li> facts and figures </li></ul></ul><ul><ul><li>Web marketing case studies </li></ul></ul>
    3. 3. Company profile <ul><ul><li>Innovation Norway is the Norwegian Government's most important instrument for innovation and development of Norwegian enterprises and industry. We support companies in developing their competitive advantage and to enhance innovation. </li></ul></ul><ul><li>  </li></ul><ul><li>Innovation Norway contributes to: </li></ul><ul><li>Enhancing innovation in Norwegian enterprises and industry </li></ul><ul><li>Building competitive Norwegian enterprises at both domestic and international markets </li></ul><ul><li>Promoting Norwegian enterprises </li></ul><ul><li>Promoting Norway as an attractive tourist destination </li></ul><ul><li>Securing development in rural areas </li></ul><ul><li>Transforming ideas into successful business cases </li></ul><ul><li>Promote interaction between enterprises, knowledge communities and R&D institutions </li></ul>
    4. 4. The challenge: Is Norway... <ul><ul><li>Dark? </li></ul></ul><ul><ul><li>Cold? </li></ul></ul><ul><ul><li>Boring? </li></ul></ul><ul><ul><li>Nothing to do? </li></ul></ul><ul><ul><li>Expensive? </li></ul></ul><ul><ul><li>Fish? </li></ul></ul><ul><ul><li>Oil? </li></ul></ul><ul><ul><li>Fjord? </li></ul></ul><ul><ul><li>Oslo? </li></ul></ul><ul><ul><li>In Sweden?!¤%”# </li></ul></ul>Foto: Chris Arnesen/
    5. 5. Vision <ul><li>” shall become the #1 national travel website in the World in 2010” </li></ul><ul><li>Former minister of trade and industry Børge Brende 2005 </li></ul>Foto: Terje Rakke/Nordic Life/Fjord Norway Foto: Terje Rakke/Nordic Life/
    6. 6. <ul><li>Official travel guide to Norway </li></ul><ul><li>14 editions </li></ul><ul><li>Massive relaunch in 2008 </li></ul>
    7. 7. … Makes you want to visit Norway <ul><li>Mission: Make you want to visit Norway </li></ul><ul><li>Must have: credible, relevant and comprehensive information on Norway as a travel destination </li></ul><ul><li>Goal: Cover all Norwegian travel providers –all on one website </li></ul><ul><li>Useful for the tourist – and profitable for the industry </li></ul>Foto: Terje Rakke/Nordic Life/Innovation Norway
    8. 9. Getting there <ul><li>Award for design excellence – Norwegian Design Council </li></ul><ul><li>Website of the year – Norwegian Communications Association </li></ul><ul><li>Three Official Honoree - Webby Awards </li></ul><ul><ul><li>Best visual design – function </li></ul></ul><ul><ul><li>Best use of photography </li></ul></ul><ul><ul><li>Best site in category Tourism </li></ul></ul>
    9. 10. Les trophées de l'e-tourisme <ul><li>Awarded as the best foreign national tourist website by L'Internaute Magazine/Benchmark Group (the largest web magazine in France) </li></ul><ul><li>Rich and updated information </li></ul><ul><li>Usable and easy to navigate </li></ul><ul><li>Great map </li></ul><ul><li>Strong images </li></ul>
    10. 11. Content strategy: Content & context is king <ul><li>One-stop shop </li></ul><ul><li>Long tail: head and torso is important </li></ul><ul><li>Topp 100 most visited pages has 35 % of the traffic </li></ul><ul><li>Topp 1000 has 67 % of the traffic </li></ul>
    11. 12. Content & context is king <ul><li>Give the user fast access to want they want </li></ul><ul><li>Inspiration: videos and photos </li></ul><ul><li>Destination guides </li></ul><ul><li>Maps with POIs and destinations </li></ul><ul><li>Useful travel info (practical info, facts, climate++ ) </li></ul><ul><li>Activities and attractions </li></ul><ul><li>Nature phenomenons </li></ul><ul><li>Topp 10 lists </li></ul><ul><li>Budget travel tips </li></ul><ul><li>Relevant and related content – through a topic map </li></ul>
    12. 13. Some site features (I) <ul><li>Online booking of hotels, flights, ferry and car rental (via BookNorway) </li></ul><ul><li>Video & photo player with dynamic bandwidth adaption, download, share & embed features </li></ul><ul><li>Product directory with 15.000 – 20.000 products </li></ul><ul><li>Interactive maps with POIs </li></ul><ul><li>Powerful and pretty smart FAST enterprise search engine </li></ul>
    13. 14. More site features (II) <ul><li>IP detection </li></ul><ul><li>Ad system with IP detection </li></ul><ul><li>Weather and snow reports integrated in maps, destination guides </li></ul><ul><li>Green travel product directory and search </li></ul><ul><li>Facebook comments & like </li></ul><ul><li>Share and embed on articles </li></ul><ul><li>Extras: 360 panorama skycam photos, games , screensavers </li></ul><ul><li>Mobile apps </li></ul>
    14. 15. Content aggregation <ul><li>To cover all of Norway and re-use local content: </li></ul><ul><li>Local DMO partners sells, provides and quality assures all POIs and POI data </li></ul><ul><li>Local DMOs also provide photo and text for their destination, quality assured by staff </li></ul><ul><li>… for all editions & languages </li></ul>
    15. 17. Nordic benchmark
    16. 18. Traffic (excl. games) per 26.10.2011 <ul><li>9,9 million visits so far in 2011 </li></ul><ul><li>7,4 million unique visitors </li></ul><ul><li>Average visits per visitor 1,34 </li></ul><ul><li>36 million pageviews </li></ul><ul><li>Average visit duration: 8 mins 2 secs </li></ul><ul><li>Median visit duration: 3 mins 6 secs </li></ul>
    17. 19. 83 % of users outside Norway
    18. 20. Traffic sources: search (still) rules <ul><li>Search engines: 58 % </li></ul><ul><li>Referring sites: 24 % </li></ul><ul><li>Direct traffic: 17 % </li></ul><ul><li>Other: 2 % </li></ul>
    19. 21. Top sources <ul><li>Google - organic (41.7 %) </li></ul><ul><li>Direct (16.7 %) </li></ul><ul><li>Google – ppc (11.3 %) </li></ul><ul><li>Stumbleupon 4 (%) </li></ul><ul><li>Bing - organic søk (1.1 %) </li></ul><ul><li>Facebook – social media(1 %) </li></ul><ul><li>Yandex – organic (<1%) </li></ul><ul><li>Yahoo – organic (<1%) </li></ul><ul><li> – banner (<1%) </li></ul><ul><li> – banner (<1%) </li></ul>
    20. 22. Topp search terms <ul><li>Norway </li></ul><ul><li>Visit Norway </li></ul><ul><li>Northern lights </li></ul><ul><li>Norwegen </li></ul><ul><li>Lofoten </li></ul><ul><li>Visitnorway </li></ul><ul><li>Noruega </li></ul><ul><li>Bergen </li></ul><ul><li>Norvegia </li></ul><ul><li>Svalbard </li></ul><ul><li>Stavanger </li></ul><ul><li>Norvege </li></ul><ul><li>Norge </li></ul><ul><li>Norway tourism </li></ul><ul><li>Noorwegen </li></ul>
    21. 23. Agenda today <ul><ul><li> facts and figures </li></ul></ul><ul><ul><li>Web & social media marketing case studies </li></ul></ul>
    22. 24. So we got this pretty good site <ul><ul><li>Enter social media </li></ul></ul><ul><ul><li>Social Media extends our brand and enhances our marketing and branding </li></ul></ul><ul><ul><li>Our stories would not be this credible without social media </li></ul></ul>
    23. 25. Four Disciplines in Social Media Marketing Social Ads (C) Social Media PR (B) Promotions (A) Social Media Portal Integration (D)
    24. 26. When it works in reality – Integration! C Social Ad A Promotion B Social Media PR
    25. 27. Norway. Your Way. An Integrated Model Step 1 (A+B+C): (Competition) to find the right participants with the most ”social value” in selected markets Step 2 (A+B): A trip around a destination showcasing the products of your partners Create user generated content (UGC) throughout the trip Step 3 : Create ”consumable materials” (CM) by making use of UGC collected and the trip participants e.g. Viral video, animation, slideshow, quizzes, games Step 4 (B + C): Push CMs back to consumer through social media channels Step 5 (B+C possibly +A): Create a hub on social /travel network, e.g. Tripadvisor to store all CMs and best of the best UCG as an inspirational tool
    26. 29. Example: Consumable material using user generated content – Norway. My Way TripWow Slide Show The highest view video on Tripadvisor on Norway by far!
    27. 30. Looking forward <ul><ul><li>Ideas that don’t stop at launch, or after a six-week burst of media spend </li></ul></ul><ul><ul><li>Evolve through participation </li></ul></ul><ul><ul><li>Active analytics </li></ul></ul><ul><ul><li>Absorbing content </li></ul></ul><ul><ul><li>Engaged communities </li></ul></ul>
    28. 31. Stories for Life (A+B+C+D)
    29. 32. Content and context is king <ul><ul><li>” Stories for life” showcases some of the best activities in Norway in 12 short movies </li></ul></ul><ul><ul><li>Free distribution: YouTube, Facebook, blogs, TV stations, news, DMO websites, Airplanes ++ </li></ul></ul><ul><ul><li>Can be viewed & downloaded at </li></ul></ul><ul><ul><li>Innovation Norway owns all the rights for distribution – in all channels forever. </li></ul></ul>
    30. 36. The Northern Lights belongs to Norway <ul><li>Objectives: </li></ul><ul><li>Increase number of visitors and room nights in Northern Norway </li></ul><ul><li>Re-brand The Northern Lights and use it as a hook to enhance awareness and appeal of winter holiday/activities in Northern Norway </li></ul><ul><li>Capture the fascination of the Northern Lights and position Norway as an easily accessible and ideal destination to experience it </li></ul><ul><li>Use of online and social media, engage consumer and trade and use them to advocate the branded product </li></ul><ul><li>Provide platform and opportunities for trade to promote their service and convert sales </li></ul>
    31. 37. Create your own Northern Lights (A+B+C)
    32. 41. Northern Lights Portal integration (B+D)
    33. 42. The power of organic SEO
    34. 45. Share, care and embed
    35. 46. Fun and games – user engagement (A+B) <ul><li>3 free online web games </li></ul><ul><li>Generated over 5 million clicks to the partners </li></ul><ul><li>Over 360 million games played </li></ul><ul><li>Collected 30.000+ email subscribers </li></ul><ul><li>No paid marketing </li></ul>
    36. 51. Norway 360 (A+B): The power of viral & social media <ul><li>Over 1.300.000 views and counting in 17 months </li></ul><ul><li>2 mins 42 secs on page </li></ul><ul><li>No paid marketing </li></ul><ul><li>Traffic from 41 % </li></ul><ul><li>Direct traffic: 37 % </li></ul>
    37. 53. ” WOW. This makes me want to go to Norway” (mission accomplished)
    38. 54. <ul><li>Thank you for your attention </li></ul><ul><li>Hans Petter Aalmo - </li></ul><ul><li>E-mail: </li></ul><ul><li>Twitter: @hanspetteraalmo - @visitnorway </li></ul>Foto: C H/Innovasjon Norge