Tourism VictoriaDigital Trends & OpportunitiesFebruary 2013
Digital is big….2.1 Billion internet users                                   If Facebook were aworldwide.                 ...
Digital Trends 2013• Real time marketing   – Oreo• The Mobile Consumer   – Responsive Design• Social Media Engagement   – ...
Digital Marketing Strategy                 Marketing Strategy                  Digital Strategy       Search        Social...
Website• Simple Design & Layout   – Easy to navigate   – Supports the brand   – Easy to convert• Keyword rich copy   – Sup...
Search• Search Optimisation (SEO)   – Site structure   – Optimised content   – Links   – Avg: 75% of site traffic• Search ...
eMail Marketing• Owned List   – Regular communication   – Engaged audience   – Cost effective• Purchased List   – Targeted...
Social Media• Claim your place   – Google Places (google.com/places)   – Twitter account   – Facebook• Listen and acknowle...
Mobile• Get found on Mobile   – Mobile Search   – Google Maps   – Facebook• Mobile Site   – Responsive or Separate Site• D...
visitvictoria.com
visitvictoria.comYr ending Dec 2012                     Source: Google Analytics
A short digital history     1999                       2001       2002                         2009                       ...
Digital Strategy 2011-2014Key directionsFocus on visitvictoria.comEngage with social media strategyBuild a strong digital ...
Mobile Strategy    Mobile visits to visitvictoria.com 2010-2012•    2010       238,030 visitors (3.5% of traffic)•    2011...
Digital Opportunitiesvisitvictoria Listing                        •   $250 annual listing fee                        •   $...
Digital OpportunitiesEvents Victoria
Digital Opportunities    Social MediaBuilt communities•    Facebook      – Melbourne: 343K (reach:         90M)•    YouTub...
Digital Opportunities   ATDWTourism                    Distributors   Consumers           STO    ATDWsupplier
National ATDW Distributors
Summary•   Keep up to date with digital trends•   Develop integrated digital strategy•   Focus on search optimisation & ma...
Superbowl – Oreo Campaign
Responsive Design
Social Media Engagement•   Facebook Post    Happy New Year• Over 21,500  Likes/Shares/Comments• Reach of almost 102,500• E...
Social Local Mobile
Digital Trends & Opportunities - Tourism Victoria
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Digital Trends & Opportunities - Tourism Victoria

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Presentation to Docklands Chamber of Commerce on Digital trends and opportunities - Feb 19th 2013

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Digital Trends & Opportunities - Tourism Victoria

  1. 1. Tourism VictoriaDigital Trends & OpportunitiesFebruary 2013
  2. 2. Digital is big….2.1 Billion internet users If Facebook were aworldwide. country, it wouldAsia accounts for almost half, yet be the World’s 3rdonly 24% of population currently largestaccess internet 17 million Australians access the internet, 78% of By 2014, population (over half mobile internet are on Facebook) should take over desktop internet useage 1 in 2 78% of consumers trust peer people take action recommendations, from a local search 14% trust on mobile advertisements
  3. 3. Digital Trends 2013• Real time marketing – Oreo• The Mobile Consumer – Responsive Design• Social Media Engagement – GOR Grand Prix• Location, Location – SoLoMo
  4. 4. Digital Marketing Strategy Marketing Strategy Digital Strategy Search Social Media Mobile Content eMail Video
  5. 5. Website• Simple Design & Layout – Easy to navigate – Supports the brand – Easy to convert• Keyword rich copy – Support search• Content up to date & relevant• Mobile compatible – Works on tablets & smartphones
  6. 6. Search• Search Optimisation (SEO) – Site structure – Optimised content – Links – Avg: 75% of site traffic• Search Marketing (SEM) – Support SEO – Google Adwords – Cost effective – Avg: $1 per click
  7. 7. eMail Marketing• Owned List – Regular communication – Engaged audience – Cost effective• Purchased List – Targeted audience – Respond to offers/competitions
  8. 8. Social Media• Claim your place – Google Places (google.com/places) – Twitter account – Facebook• Listen and acknowledge your audience• Inspire, engage then convert• Resource the conversation
  9. 9. Mobile• Get found on Mobile – Mobile Search – Google Maps – Facebook• Mobile Site – Responsive or Separate Site• Do you really need an app?• First screen & Dual Screen• Big Picture – Integrate mobile into strategy
  10. 10. visitvictoria.com
  11. 11. visitvictoria.comYr ending Dec 2012 Source: Google Analytics
  12. 12. A short digital history 1999 2001 2002 2009 2011First web site WAP Site redesign m.visitvictoria.com visitvictoria.com 2003 to 2010 2008 2010 2011 2001 Refined design Insiders app iPhone app playmelbourne.com.au visitvictoria.com launched
  13. 13. Digital Strategy 2011-2014Key directionsFocus on visitvictoria.comEngage with social media strategyBuild a strong digital capability in ChinaDevelop a mobile websiteExpand video content and online videodistributionEncourage the Victorian tourismindustry to increase the use of digitaltechnology for marketing and booking
  14. 14. Mobile Strategy Mobile visits to visitvictoria.com 2010-2012• 2010 238,030 visitors (3.5% of traffic)• 2011 651,850 visitors (10.2% of traffic)• 2012 1,362,000 visitors (22.5% of traffic)• Jan 2013 33% of traffic
  15. 15. Digital Opportunitiesvisitvictoria Listing • $250 annual listing fee • $100 Accredited • (Free for events/not for profit) • Mapping • Integrated Booking • Deals & Offers • ATDW distribution • Search Optimisation • Reporting • Avg 2,300 views per listing • Fees refunded to regions
  16. 16. Digital OpportunitiesEvents Victoria
  17. 17. Digital Opportunities Social MediaBuilt communities• Facebook – Melbourne: 343K (reach: 90M)• YouTube – Over 1.6M views on the channel• Twitter – @Melbourne: 6,850K• Sina Weibo – /melbourne: 24K• Instagram• Pinterest
  18. 18. Digital Opportunities ATDWTourism Distributors Consumers STO ATDWsupplier
  19. 19. National ATDW Distributors
  20. 20. Summary• Keep up to date with digital trends• Develop integrated digital strategy• Focus on search optimisation & marketing• Consider mobile audience• Engage with social media• Leverage Tourism Victoria’s digital channels
  21. 21. Superbowl – Oreo Campaign
  22. 22. Responsive Design
  23. 23. Social Media Engagement• Facebook Post Happy New Year• Over 21,500 Likes/Shares/Comments• Reach of almost 102,500• Engagement rate of 21%• (Avg engagement: 6%)
  24. 24. Social Local Mobile
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