Content Our content hungry web presence A community of content producers and consumersSource | flickr | davidking Offer something to line up against
SocialisationConversation cultureLearning to live within itSuccess is the earned media space still needs to be earned Source | flickr | DeusXFlorida
Integration Online media does not replace offline media Same rules still apply – Awareness to AdvocacySource | flickr | purplemattfish Multichannel is best
Evaluation Beyond site traffic and site conversion Quality of content networkSource | flickr | Julia Manzerova Conversation sentiment
The DMO opportunityBuilding on authorityAdding credibilityWrapping in the brand
Our brand. Our point of viewEvolving the campaign propositionRedefining the brand’s point of view
The ‘Proper Holidays’ Manifesto24 daysJust 24 precious days of holiday a yearWe’d hate to see you waste themTake a holiday that means something,Where working on your sense of adventure,Is more important than working on your tanWhere you get value for timeAs well as value for money.Croeso i Gymru- Welcome to Wales:Phrasebook optional, Raincoat sensible,Indifference best left at home.Ours is a country to explore, not to ignore from a liloCome and admire our stunning scenery by all meansBut we’re so much more than a pretty faceDig deeper, get stuck inTo see and feel and do and try and taste for yourselvesWhat proper holidays are really about.
Our digital journeyWhat have we done?What did we learn?What next?
Advocate Inspire Customer Journey Book Plan
Drive awareness through:Seasonal and planned activity - campaignsOpportunistic amplification – existing attentionDriven advocacy through:Conversational content - Owned & earned mediaUsing that to drive awareness and engagement
TV Social Direct Media mail The Big IdeaPrint e-mailOff sitepartnerships website
Anglesey Snowdonia Ceredigion Llandudno Mid Wales Mid North Wales Brecon Borderlands Wales Visit Wales Wye ValleySwansea South West South East CardiffPembs Wales Wales Carmarth Glamorgan Valleys
Evaluation [work in progress]Drowning in dataMeaningful insightsUniversal metrics
We measure lots of stuff.Campaign awareness & responseDigital Activity and Web statsSeven overarching KPIs
Our KPIs – the magnificent seven!KPI 2009 ﬁgures 1. Desnaon Awareness 44% of UK populaon rate 3/102. Campaign Awareness 13% Spontaneous, 22% Prompted 3. Claimed and Known Response 1.8 million 3% UK Populaon4. Emoonal Proximity 15% of UK populaon rate 9/105. Convicon to Visit 40% vising vs 60% non vising 6. Markeng Eﬀecveness (the conversion funnel)7. Value of Markeng ~£60 million per annum
User-centric framework EvaluaEon Framework What are they How do they feel Do people know doing when they about us? about us? find us? Awareness AcEons Advocacy • Visits • RaEng something... • Expressing opinions on blogs • Clicking on an advert • Leaving a comment... and forums • How long they stay there • Registering for something... • Content recommended / • “Bounce Rates”; whether • Watching a video... forwarded people sEck around • Downloading something... • High proﬁle bloggers posEng • Signing up… about us • Bookmarking us • AStudes changing • Following us