Outdoor North Wales Forum Conference | Visit Wales

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  • This is what it used to look like. Our creative agency would lead the way …
  • Other great bits of functionality in Flickr is the Auto dating and GeoTagging functions. As you can see in this example the image was taken last Thursday in the Brecon Beacons. The tagging and selected groups confirm the large pools of content available.
  • Our Twitter audience – 5,707 who are Wales-warm, opted-in. Our potential reach is all of our follower’s followers and even their followers. The springboard effect of someone retweeting our updates to another audience is very useful.

Transcript

  • 1. Working together to manage Wales ’ reputation on the world stage Jon Munro, Visit Wales
  • 2.
    • Ten things on the road to success
      • What are we trying to do and who exactly are “ we ”
      • Challenges and change
      • The big opportunity for Wales
      • The brand – our point of view on holidays
      • Digital marketing made simple
      • Yes, social media is important
      • But, integration is more important
      • The big opportunity for “ us ”
      • Content really is king
      • Working together
  • 3. 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 Results ~£5 million per annum ~£60 million in additional value
  • 4. Consumers are becoming increasingly empowered What they are saying is shaping your brand They are being turned off by one way communication Our world
  • 5. Branding online has become “ reputation management ”
  • 6. Challenges Content Socialisation Integration Evaluation
  • 7. Content Source | flickr | davidking Our content hungry web presence A community of content producers and consumers Offer something to line up against
  • 8. Source | flickr | DeusXFlorida Socialisation Conversation culture Learning to live within it Success is the earned media space still needs to be earned
  • 9. Source | flickr | purplemattfish Integration Online media does not replace offline media Same rules still apply – Awareness to Advocacy Multichannel is best
  • 10. Source | flickr | Julia Manzerova Evaluation Quality of content network Conversation sentiment Beyond site traffic and site conversion
  • 11. Big opportunity for Wales Building on authority Adding credibility Wrapping in the brand
  • 12.  
  • 13. Digital in a nutshell The customer journey Distribution channels Digital content
  • 14. Customer Journey Emotional Journey
  • 15.  
  • 16.  
  • 17. Yes, social media is important
  • 18.  
  • 19. Energise 2.0 Hamill and Stevenson (2010) 60,000 120,000 Facebook fans in May Facebook fans in Sept 60,000 Monthly active users 2,000+ Weekly posts and comments Country Facebook Twitter Spain 263,083 18,418 Croatia 233,197 851 Wales 126,286 4,739 Ireland 81,873 4,530 England 48,229 9,342 United Kingdom 46,371 17,432 Netherlands 36,043 4,749 Switzerland 20,351 33 Greece 15,627 376 Norway 11,581 4,591
  • 20. Our approach Listen! Engagement Influence
  • 21. But, Integration is more important
  • 22. The Big Idea TV Print Digital Channels
  • 23. The Big Idea TV Social Media Print e-mail Direct mail website Off site partnerships
  • 24. Creative and paid media amplification Targeted engagement
      • Crowd sourcing
      • Content development
      • Community development
  • 25.  
  • 26. The big opportunity for us Content really is king
  • 27.  
  • 28. Visit Wales North Wales South West Wales South East Wales Mid Wales Anglesey Snowdonia Borderlands Llandudno Swansea Carmarth Pembs Valleys Glamorgan Cardiff Wye Valley Mid Wales Brecon Ceredigion
  • 29. Trip Advisor Accommodation Things to Do Restaurant Attraction Reviews NTOP Accomm Events & Attractions Activities Visit Britain SUSTRAN Regional Tourism Partners National Parks Google Maps Hotels CADW AbergavennFood Festival True Taste Peoples Collection Trails Database
  • 30.  
  • 31.  
  • 32. Working together Doing it in stages
  • 33. Like it Link it Tag it Share it Email it www.facebook.com/visitwales
www.twitter.com/visitwales  www.youtube.com/visitwales
www.flickr.com/visitwales #visitwales [email_address]
  • 34. Working together to manage Wales ’ reputation on the world stage Thanks 