iCrossing UK Client Summit 2011 - Managing reputation in a multi channel world

Managing reputation
in a multi–channel world
Jon Munro, Visit Wales
Jason Ryan, iCrossing

Budgets and Results
~£5 million per annum
~£60 million in additional value
What are “we” trying to do?
Maintain £3.5 billion contribution to economy
Improving Wales’ reputation on the world stage
Addressing persistent stereotypes

Our world
What consumers are saying is shaping your brand
This requires both organisational and mind set change
Thinking beyond just tourism - the Wales brand

Destination Branding
online has become
“reputation management”

Content
Is content strategy a simple and unifying idea?
A community of content producers and consumers
Offer something to line up against
Source | flickr | davidking

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 | DeusXFlorida

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 | purplemattfish

Evaluation
Beyond site traffic and site conversion
Quality of content network
Conversation sentiment
Source | flickr | Julia Manzerova

Big opportunity for Wales
Building on authority
Adding credibility
Wrapping in the brand

Amplification
Using events

100,000
No. of Unique monthly visitors to London blogs
75,000
Number of twitter followers associated to those blogs
123
No. of retweets
80,000
No of views on our facebook page

Yes,
social media is important

153,000
Facebook fans
80,000
Monthly active users
5,000+
Energise 2.0 Hamill and Stevenson (2010)
Weekly posts and comments

But,
Integration is more important

TV
Print
Digital Channels
The Big Idea

TV
Social Media
Direct mail
The Big Idea
Print
e-mail
Off site partnerships
website

Crowd sourcing
Content development
Community development
Targeted engagement
Creative
and paid media
amplification

The big opportunity for us Content really is king

Our KPIs – the magnificent seven!

iCrossing Approach

Research: Benchmarking and opportunity analysis
Holiday
Breaks
Visit Wales 8th
Visit Wales 43rd
Visit Wales 42nd
Information
Activities
Visit Wales 39th

Research: Seasonality analysis
Activities
Q1
Q2
Q3
Q4

Research: Site profiling
How connected they are in their network (links obtained from network neighbours)
How large their audience is (traffic)
Google PageRank
URL mentions in Google
Number of Google Blog Search links
How engaged its audience is (3rd party bookmarking, comments)
Content placement relevancy (High / Medium / Low)
Type of content they produce (quality, context, freshness)
Likelihood of advocacy

Research: Network profiling

iCrossing Approach

Strategic challenges
Integrating ‘always on’ approach with campaign-driven approach (across planning, program & evaluation)
Developing an on-going content and engagement strategy
Achieving buy-in across organisation
Demonstrating the value of digital marketing
Pilot programmes (Ryder Cup)
Sharing learnings and successes
Iterative approach to planning and evaluation
An Online Advocacy programme

A network of experiences...
Quantifying people’s
web use is complex...

User-centric framework
Evaluation Framework
“Do people know
about us?”
“What are they doing when they find us?”
“How do they feel about us?”
Awareness
Actions
Advocacy
Visits
Clicking on an advert
How long they stay there
“Bounce Rates”; whether people stick around
Rating something...
Leaving a comment...
Registering for something...
Watching a video...
Downloading something...
Signing up…
Bookmarking us
Following us
Expressing opinions on blogs
and forums
Content recommended / forwarded
High profile bloggers posting
about us
Attitudes changing

User-centric framework

Evaluation Framework
Aligning with Visit Wales KPIs

Advocacy Metrics
A

Action Metrics
A

“Do people
know
about us?”
“Do people know
about us?”
Awareness Metrics
A

Engagement scorecard

Engagement Framework Benchmark slide

Digital Planning
Advocacy into Awareness

Customer Lifecycle
Build Emotional Brand/ Appeal
Broadcast media
Digital advertising
PR
Tactical brand messaging
Stimulate Advocacy
Understand Brand and Product networks
Content and engagement strategy
Evaluation
Customer
Journey

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
Online engagement initiatives centred on core products and aligned with brand campaigns
Active Participation
Inspiration
Exploration
Local Recommendations
Welsh Icons
Map as platform
Sustainable curated resource ofcontent, community and advocacy

Real-time evaluation

Increasing importance of social signals

On the train conclusions
Supporting organisational change
Driving real integration
Helping develop the content strategy

iCrossing UK Client Summit 2011 - Managing reputation in a multi channel world

by iCrossing on May 23, 2011

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iCrossing UK Client Summit 2011 - Managing reputation in a multi channel world — Presentation Transcript