What does the digital marketing revolution mean for Wales? Jon Munro | Digital Marketing Manager
“ It is difficult, indeed  dangerous , to underestimate the huge changes this revolution will bring or the power of develo...
<ul><li>How do we make digital work for Wales? </li></ul><ul><ul><li>What are we trying to do and who exactly are  “ we ” ...
What are  “ we ”  trying to do? Maintain £3.5 billion contribution to economy Improving Wales ’  reputation on the world s...
Consumers are becoming increasingly empowered  What they are saying is shaping your brand  They are being turned off by on...
Destination  marketing online has become “ reputation  management ”
Content   Source | flickr |  davidking Our content hungry web presence A community of content producers and consumers Offe...
Source | flickr |  DeusXFlorida Socialisation  Conversation culture Learning to live within it Success is the earned media...
Source | flickr |  purplemattfish Integration  Online media does not replace offline media  Same rules still apply – Aware...
Source | flickr |  Julia Manzerova Evaluation  Quality of content network  Conversation sentiment  Beyond site traffic and...
Big opportunity for Wales Building on authority Adding credibility Wrapping in the brand
 
 
 
So, what happened? 34m UK adults reached by the campaign 7,500 responded through online video 3m Londoners saw our live di...
So why facebook and not our own site? Piers invite goes live Piers is on TV VOD / Online / FB Ads Piers trip Radio/ DOOH F...
Digital in a nutshell The right content  The right time  The right person Customer Journey
Content is all we’ve ever had and perhaps all we’ll ever have
This is not a complete list! Images Video Itineraries Articles Advice, tips and recommendations Map, routes and trails Blo...
The big opportunity for us  Content really is king
 
We are getting better at content planning
camera Computer website
Tag photos, Create sets/albums Join Groups Share images Another website Visit  Wales
 
Working together Doing it in stages
Digtial Tourism Business Project M ore info … Useful Links x3 high quality video  ‘explainers ’ x3 high  quality  video  ‘...
 
Like it Link it Tag it  Share it Email it Product   www.guestlink.co.uk/cymru/  www.facebook.com/visitwales
www.twitter.co...
What does the digital marketing revolution mean for Wales? Thanks    | http://www.slideshare.net/flyjon    Follow | @flyj...
People | the digital marketing team Search Engine  Marketing Team - Paid Search - Natural Search - Network Analysis and  T...
Amir Ramzan Bryn Halliwell Dale Cooper Chris Au Jon & Beth Ceri  Thomas Amy Cromwell Craig Goodwin Mike Collard Bill Bone
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What does the digital marketing revolution mean for Wales?

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Pembrokeshire Tourism | Promoting Pembrokeshire Digitally | Nov 2011

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  • This digital marketing revolution will be a good for us to have an open communication in all levels f society. Using the power of technology thru apps we can provide easy access of the existing innovations, information, marketing strategies, business development, market demand, and other global info in split of a seconds.
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What does the digital marketing revolution mean for Wales?

  1. 1. What does the digital marketing revolution mean for Wales? Jon Munro | Digital Marketing Manager
  2. 2. “ It is difficult, indeed dangerous , to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies but whole countries ” Rupert Murdoch, March 2006
  3. 3. <ul><li>How do we make digital work for Wales? </li></ul><ul><ul><li>What are we trying to do and who exactly are “ we ” </li></ul></ul><ul><ul><li>Challenges and change </li></ul></ul><ul><ul><li>The big opportunity for Wales </li></ul></ul><ul><ul><li>The brand and Visit Wales ’ campaigns </li></ul></ul><ul><ul><li>Digital marketing made simple </li></ul></ul><ul><ul><li>Content really is king </li></ul></ul><ul><ul><li>Sharing good quality content between “ us ” </li></ul></ul><ul><ul><li>Working together and doing it in stages </li></ul></ul>
  4. 4. 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 Targets ~£5 million per annum ~£80 million in additional value
  5. 5. Consumers are becoming increasingly empowered What they are saying is shaping your brand They are being turned off by one way communication Our world
  6. 6. Destination marketing online has become “ reputation management ”
  7. 7. Content Source | flickr | davidking Our content hungry web presence A community of content producers and consumers Offer something to line up against
  8. 8. Source | flickr | DeusXFlorida Socialisation Conversation culture Learning to live within it Success is the earned media space still needs to be earned
  9. 9. Source | flickr | purplemattfish Integration Online media does not replace offline media Same rules still apply – Awareness to Advocacy Multichannel is best
  10. 10. Source | flickr | Julia Manzerova Evaluation Quality of content network Conversation sentiment Beyond site traffic and site conversion
  11. 11. Big opportunity for Wales Building on authority Adding credibility Wrapping in the brand
  12. 15. So, what happened? 34m UK adults reached by the campaign 7,500 responded through online video 3m Londoners saw our live digital out of home 19,000 Facebook followers added 196 pieces of content created 128,000 requested views of content 11,500 subscribers via media partnerships 37,000 Brochures Requested 70%+ saw the campaign 100k got involved
  13. 16. So why facebook and not our own site? Piers invite goes live Piers is on TV VOD / Online / FB Ads Piers trip Radio/ DOOH FB Ads
  14. 17. Digital in a nutshell The right content The right time The right person Customer Journey
  15. 18. Content is all we’ve ever had and perhaps all we’ll ever have
  16. 19. This is not a complete list! Images Video Itineraries Articles Advice, tips and recommendations Map, routes and trails Blog posts Reviews Conversations and opinions Product data – supporting on site search and retrieval
  17. 20. The big opportunity for us Content really is king
  18. 22. We are getting better at content planning
  19. 23. camera Computer website
  20. 24. Tag photos, Create sets/albums Join Groups Share images Another website Visit Wales
  21. 26. Working together Doing it in stages
  22. 27. Digtial Tourism Business Project M ore info … Useful Links x3 high quality video ‘explainers ’ x3 high quality video ‘industry case studies’
  23. 29. Like it Link it Tag it Share it Email it Product www.guestlink.co.uk/cymru/ www.facebook.com/visitwales
www.twitter.com/visitwales  www.youtube.com/visitwales
www.flickr.com/visitwales #visitwales [email_address]
  24. 30. What does the digital marketing revolution mean for Wales? Thanks  | http://www.slideshare.net/flyjon Follow | @flyjon Connect | http://www.linkedin.com/in/jonmunro Contact | jon.munro@wales.gsi.gov.uk Call | 0300 061 6124
  25. 31. People | the digital marketing team Search Engine Marketing Team - Paid Search - Natural Search - Network Analysis and Targeting - Content Development Content Integration Team - Front end development - Campaign Integration - Social Media and blogging - Content Development Web System & Database Team - Web marketing platform (CMS) - Hosting - Product (Content) search and retrieval - Evaluation and reporting Amir Ramzan Ceri Thomas Amy Cromwell Bryn Halliwell Craig Goodwin Dale Cooper Chris Au Bill Bone Craig Goodwin Mike Collard Jon & Beth
  26. 32. Amir Ramzan Bryn Halliwell Dale Cooper Chris Au Jon & Beth Ceri Thomas Amy Cromwell Craig Goodwin Mike Collard Bill Bone

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