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Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
Visit wales content ecosystem new
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Visit wales content ecosystem new

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  • 1. ‘ Shared knowledge environment ’ Or Wales Digital Ecosystem The Content Ecosystem
  • 2. Tourism marketing is an interesting beast W e don ’t own the product We don’t sell the product There is no try before you buy We are selling a approximation of the holiday you might have Expectation and reality can only be addressed through content To gain trust we need more engagement and less communication
  • 3. Content is all we’ve ever had and perhaps all we’ll ever have
  • 4. What do we mean when we say content? Images Video Audio Articles Reviews, Tips & Recommendations Product Descriptions Map/Routes/Trails Blog Posts Reviews Conversations/Opinion
  • 5. Content Ecosystem s hared access to eachothers content
  • 6. 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 Welsh people Accommodation Attractions Events Visitor Tourism Content Network
  • 7.  
  • 8. 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]
  • 9. We need a taxonomy A way of organising concepts and categorising our content Findable & shareable for tourism businesses, visitors & Visit Wales Classification systems have moved from the realm of archivist & librarians Online it’s increasingly important to marketers A common laguage across systems: Web, mobile apps, search tools, relationship management tools etc
  • 10. Taxonomy creation and on-going management Next steps - Outline a first draft - Gain organisational support - Identify taxonomy management tools & software - Identify and fund taxonomy manager - Develop plan to integrate with CMS & e-crm - Define workflow & tagging process Working with content strategist – DBTP - Identify how to work with industry & business - Identify training requirements - Undertake training programme - Create Taxonomy guidelines and processes
  • 11. Let’s start with images – a Flickr case study
  • 12. Let’s start with images – a Flickr case study Tag photos, Create sets/albums Join Groups Share images Tourism Business Visit Wales
  • 13. <ul><li>How are Visit Wales working with Flickr </li></ul><ul><li>Creating and communicating a simple set of top line tags </li></ul><ul><li>Building out number of albums and apply taxonomy (tags) </li></ul><ul><li>Create a single Wales group, with pre-populated images with applied tags </li></ul><ul><li>Create detailed terms of membership & image usage policy for the group </li></ul><ul><li>Trawl Flickr for great images and invite users to group </li></ul>Area Region Town Activity Event Season Themes Year South Wales Pembrokeshire Tenby Walking Walking Festival Spring Coastal 2011
  • 14. <ul><li>How could a tourism business work with Flickr </li></ul><ul><li>Take photos </li></ul><ul><li>Sign up to Flickr - (it’s free) </li></ul><ul><li>Complete profile with link back to business </li></ul><ul><li>Upload photos to Flickr </li></ul><ul><li>Add titles, descriptions and tags to photos </li></ul><ul><li>Share - Add photos to Visit Wales group and other groups </li></ul><ul><li>Embed slides show to their websites and other websites </li></ul><ul><li>Link to Flickr from website </li></ul>
  • 15. camera hard drive website
  • 16. camera hard drive u pload to Flickr integrated Flickr with business website
  • 17. s mart phone u pload to Flickr integrated Flickr with business website
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  • 24. <ul><li>Sharewales.com blog </li></ul><ul><li>A place to be clear a nd focussed on the explaining the concept of a tourism content ecosystem </li></ul><ul><li>Outline the vision and the mission </li></ul><ul><li>Outline the benefits of getting involved in tagging content </li></ul><ul><li>Outline our programme of work </li></ul><ul><li>Updates on progress and case studies </li></ul><ul><li>This is about change! </li></ul><ul><li>Making it happen </li></ul><ul><li>We all have to take responsibility </li></ul>
  • 25. Digtial Tourism Business Project M ore info … Useful Links x3 high quality video ‘explainers ’ x3 high quality video ‘industry case studies’
  • 26. Great Examples of ‘Explainer’ video http://www.youtube.com/watch?v=9ClORK1iULQ http://www.commoncraft.com/network http://www.commoncraft.com
  • 27. <ul><li>Explainer Videos – Working Titles </li></ul><ul><li>A shared content ecosystem – What the hell is that? </li></ul><ul><li>We are all more networked than ever! Platforms are connected to platforms </li></ul><ul><li>2) Tagging & Sharing Content </li></ul><ul><li>What is a tourism taxonomy? Tagging and categorising </li></ul><ul><li>And how does it work? Reference to Flickr </li></ul><ul><li>3)Business Case Study </li></ul><ul><li>How to promote your business using Flickr How I got started How we now benefit </li></ul>
  • 28. tbc tbc Developing Page Elements
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  • 31. tbc tbc
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