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Working together to manage Wales ’  reputation on the world stage Jon Munro, Visit Wales
<ul><li>Ten things on the road to success </li></ul><ul><ul><li>What are we trying to do and who exactly are  “ we ” </li>...
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...
Branding online  has become “ reputation  management ”
Challenges Content  Socialisation Integration Evaluation
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
 
Digital in a nutshell The customer journey Distribution channels Digital content
Customer Journey Emotional Journey
 
 
Yes,  social media is important
 
Energise 2.0 Hamill and Stevenson (2010) 60,000 120,000 Facebook fans in May Facebook fans in Sept 60,000 Monthly active u...
Our approach  Listen! Engagement  Influence
But,  Integration is more important
The Big Idea TV Print Digital Channels
The Big Idea TV Social Media Print e-mail Direct mail website Off site partnerships
Creative  and paid media  amplification  Targeted engagement  <ul><ul><li>Crowd sourcing </li></ul></ul><ul><ul><li>Conten...
 
The big opportunity for us  Content really is king
 
Visit  Wales North Wales South West  Wales South East Wales Mid Wales Anglesey Snowdonia Borderlands Llandudno Swansea Car...
Trip Advisor Accommodation Things to Do Restaurant Attraction Reviews NTOP Accomm Events & Attractions Activities Visit  B...
 
 
Working together Doing it in stages
Like it Link it Tag it  Share it Email it  www.facebook.com/visitwales
www.twitter.com/visitwales  www.youtube.com/visitwa...
Working together to manage Wales ’  reputation on the world stage Thanks  
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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 of "Outdoor North Wales Forum Conference | Visit Wales"

    1. 1. Working together to manage Wales ’ reputation on the world stage Jon Munro, Visit Wales
    2. 2. <ul><li>Ten things on the road to success </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 – our point of view on holidays </li></ul></ul><ul><ul><li>Digital marketing made simple </li></ul></ul><ul><ul><li>Yes, social media is important </li></ul></ul><ul><ul><li>But, integration is more important </li></ul></ul><ul><ul><li>The big opportunity for “ us ” </li></ul></ul><ul><ul><li>Content really is king </li></ul></ul><ul><ul><li>Working together </li></ul></ul>
    3. 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. 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. 5. Branding online has become “ reputation management ”
    6. 6. Challenges Content Socialisation Integration Evaluation
    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. 13. Digital in a nutshell The customer journey Distribution channels Digital content
    13. 14. Customer Journey Emotional Journey
    14. 17. Yes, social media is important
    15. 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
    16. 20. Our approach Listen! Engagement Influence
    17. 21. But, Integration is more important
    18. 22. The Big Idea TV Print Digital Channels
    19. 23. The Big Idea TV Social Media Print e-mail Direct mail website Off site partnerships
    20. 24. Creative and paid media amplification Targeted engagement <ul><ul><li>Crowd sourcing </li></ul></ul><ul><ul><li>Content development </li></ul></ul><ul><ul><li>Community development </li></ul></ul>
    21. 26. The big opportunity for us Content really is king
    22. 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
    23. 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
    24. 32. Working together Doing it in stages
    25. 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]
    26. 34. Working together to manage Wales ’ reputation on the world stage Thanks 

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