2. Aims
-‐
summary
To
create
a
knowledge
network
for
the
crea;on
and
sharing
of
small
business
digital
marke;ng
best
prac;ce
and
knowledge.
To
iden;fy
the
determinants
of
small
business
engagement
with
digital
marke;ng.
3.
4. 60
businesses
joined
program
•
•
•
•
•
•
•
Accommoda;on
Arts
&
Culture
Conference
&
Events
Educa;on
&
Outdoor
Adventure
ADrac;ons
Retail
DMO
5. Applica*on
form
• Please
tell
us
what
par;cularly
inspired/mo;vated
you
to
apply
for
this
programme.
“Having
recognised
the
importance
in
the
fast
growing
nature
of
digital/
online
marke9ng,
a
key
priority
to
us
over
the
next
12
months
is
to
focus
on
online
marke9ng
within
our
marke9ng
strategy
-‐
making
the
most
of
the
various
online
marke9ng
channels
we
currently
use,
as
well
as
effec9vely
implemen9ng
new
ones.
This
programme
has
come
along
at
the
perfect
9me
to
help
us
make
the
most
of
the
opportunity.”
6. First
seminar
–
needs
analysis
1.
2.
3.
4.
5.
6.
Digital
Olympians
Apps
Fab
Online
Crusaders
AppPren;ces
Digital
Dragons
Social
Maniacs
7.
8. Developing
the
strategy
Situa*on:
where
are
we
now?
Objec*ves:
where
do
we
want
to
be?
Strategy:
how
do
we
get
there?
Tac*cs:
how
exactly
do
we
get
there?
Ac*on:
what
is
our
plan?
Control:
did
we
get
there?
15. Feedback
on
campaign
“To
add
400
new
followers
in
7
days
is
a
great
result
for
us.
When
celebri9es
have
men9oned
us
before
we
have
had
added
around
100-‐200
new
followers
depending
on
their
following.
Naturally
Paultons
Park
generate
around
20-‐30
new
followers
per
week”
(Rob
Lee,
Digital
Marke;ng
Manager,
Paultons)
16. Business
digital
plans
All
plans
uploaded
to
slideshare.com
and
being
disseminated
via
social
media.
Here
are
a
few
examples:
• hDp://www.slideshare.net/DigitalHub/kingston-‐maurward-‐
gardens-‐and-‐animal-‐park
• hDp://www.slideshare.net/DigitalHub/highcliffe-‐castle-‐case-‐
study
• hDp://www.slideshare.net/DigitalHub/the-‐green-‐houses-‐ddp
17. Results
&
Analysis
• Rich
dataset
comprising
– Applica;on
form
– Focus
groups
– Blog
posts
– Marke;ng
plans
• Uploaded
and
analyzed
within
Nvivo
• Currently
exploring
the
data
to
inves;gate
associa;ons
and
develop
ideas
18. Channels
–
before
and
aVer
100%
100%
100%
88%
90%
78%
73%
80%
78%
75%
80%
70%
60%
48%
48%
50%
40%
40%
33%
30%
30%
53%
50%
50%
45%
23%
23%
20%
10%
10%
28%
15%
10%
8%
0%
Website
Blog
Email
newsleDer
Google
Adwords
TwiDer
Facebook
LinkedIn
YouTube
Pinterest
Google
+
Foursquare
TripAdvisor
23. Why
did
you
join
the
DDP?
45
40
35
30
25
20
15
10
5
0
24. Peer
to
peer
learning
&
support
“I
believe
that
as
groups
within
the
project
we
can
disseminate
and
learn
from
best
prac;ce,
and
it
will
be
very
interes;ng
from
a
professional
perspec;ve
to
engage
not
only
with
students
but
industry
peers
who
share
some
of
my
own
concerns
and
problems.”
25. Online
strategy
“We
have
a
great
and
innova;ve
marke;ng
strategy
but
seem
to
be
falling
behind
with
our
digital
strategy.”
27. Social
media
“Use
social
media
in
a
more
effec;ve
way
to
share
the
experience
of
staying
at
the
CoDage
Lodge
in
a
more
tangible
and
personal
way
with
prospec;ve
customers”
“Like
to
make
beDer
use
of
Social
Media”
“We
must
point
out
that
we
are
skep;cal
about
the
appropriateness
of
Facebook,
TwiDer,
LinkedIn!”
“Deciding
which
social
media
channels
we
should
use
for
poten;al
and
exis;ng
customers.
Agreeing
a
social
media
marke;ng
plan,
s;cking
to
it”
29. Social
media
-‐
strength
“We
have
grown
our
social
media
slowly
focusing
solely
on
people
that
genuinely
want
to
support
us
and
are
genuinely
interested,
rather
than
racing
to
gain
followers
and
"likers".
As
a
result,
we
have
an
online
community
that
are
truly
interested
in
us,
what
we
have
to
say
and
moreover,
in
each
other.
New
people
join
both
communi;es
daily.”
30. Social
media
channels
Facebook
TwiDer
LinkedIn
Blog
YouTube
Pinterest
Adwords
TripAdvisor
31. Themes
emerging
300
250
200
150
100
50
0
Market
orienta;on
Measurement
Planning
strategy
and
vision
Benefits
of
digital
Lack
of
knowledge
and
marke;ng
confidence
Barriers
Collabora;on
34. Targe*ng
“It's
mostly
in
like
life
stages
really.
We're
looking
at…our
major
markets
are
either
professional
people
who
are
stressed
out
and
want
to
escape
London
and
come
to
the
countryside.
And
then
others
are
newly
re;reds,
so
empty
nesters
that
are
looking
to
enjoy
life
again,
their
freedom.
And
things
that
people
would
be
interested
in
will
be
say
like
good
food
or
the
natural
environment,
architecture,
some
culture,
those
sorts
of
things
as
well.”
35. USP
“because
I
agree
with
you,
the
whole
email
thing
is
important,
everybody
just
sends
emails
all
the
;me
trying
to
sell
you
services,
just
delete,
delete,
delete.
I
don't
even
read
them
any
more.
It's
very
hard
to
get
through.
And
occasionally
somebody
gets
through
with
something
a
bit
different
and
a
bit
interes;ng,
or
an
interes;ng
invita;on.”
“surely
you
know
more
about
every
item
in
the
museum
than
what
is
actually
in
there,
so
the
person
who
created,
why
did
he
collect
it,
why
did
he
create
it,
what
was
the
inspira;on
behind
that,
and
maybe
that’s
the
kind
of
content
you
want
to
share
on
Facebook”
I really want an online presence that explains exactly who we are and
defines us correctly.
DO
YOU
HAVE
A
STORY
TO
TELL?
SHARE
IT
ACROSS
DIGITAL
PLATFORMS
36. Customer
conversa*on
“At
Paultons
Park
we
believe
that
whilst
a
return
on
investment
is
important
and
the
ability
to
measure,
one
of
the
biggest
benefits
of
using
social
media
is
being
able
to
build
long
term
rela;onships
with
customers
that
will
develop
and
provide
a
return
on
over
;me.
Our
twiDer
project
has
proved
this
allowing
us
to
increase
our
followers
by
5%
since
February,
many
of
which
who
are
interac;ng
with
us
now
discussing
new
experiences
available
at
the
Park
like
Peppa's
Early
Pass
-‐
a
new
opportunity
that
we
recently
tweeted
about
allowing
visitors
to
enter
the
Park
before
it
opens
to
the
public
and
personally
meet
Peppa
Pig
and
George.
This
in
itself
is
a
direct
return
for
us.”
(Blog
post
from
Rob
Lee,
Paultons
Park)
37. Measurement
Facebook
Google
Analy;cs
TwiDer
LinkedIn
Blog
YouTube
Pinterest
Adwords
TripAdvisor
39. Conclusion
–
some
issues
•
•
•
•
•
•
•
•
Lots
of
informa;on
on
the
‘why’
but
liDle
on
the
‘how’
Lack
of
;me
and
human
resource
(the
owner/manager
syndrome
-‐
doing
everything)
Inadequate
IT
skills
Lack
of
marke;ng
know-‐how
-‐
while
small
businesses
have
entrepreneurial
skills
they
lack
the
formal
marke;ng
knowledge
required
to
plan
effec;vely
Lack
of
measurable
goals
for
their
digital
marke;ng
mainly
due
to
being
unaware
of
the
online
metrics
that
can
be
set
–
focus
on
end
sales
Lack
of
awareness
of
the
customer
engagement
process
and
channels/KPIs
that
apply
at
different
stages
of
that
process
Related
to
point
above,
many
small
businesses
not
completely
convinced
of
the
ROI
on
digital
marke;ng
Outsourcing
some
or
most
of
their
digital
marke;ng
without
having
a
clear
plan
or
knowledge
thereby
losing
control
and
insight
40. Key
ques*ons
/
steps
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Who
are
your
customers
and
why
do
they
buy
from
you?
Is
the
answer
to
Q1
reflected
in
your
sites?
Develop
rich
content
(StoryTelling)
and
integrate
channels
intelligently
Distribute
that
content
–
Listen,
Watch,
Visit,
Stay,
Experience,
Share
Establish
benchmarks
for
present
marke;ng
–
if
possible
by
customer,
product
area
and
channel
Build
hypotheses
for
how
you
‘expect’
customers
to
engage
with
your
content
in
the
future
and
review
this
as
regularly
as
possible
Test
the
outcomes
against
what
you
expected
and
ask
review
–
not
just
on
your
own!
Think
in
terms
of
engagement
and
conversa;ons
and
not
just
sales
–
remember
the
‘customer
journey’
Support
plan
with
good
customer
database,
thinking
about
reten;on
and
referral
and
not
just
acquisi;on
Iden;fy
personal
skills
gap
and
explore
ways
to
fill
it
41. Future
opportuni*es
with
Bournemouth
University
•
•
•
•
•
Webinars
in
November
The
Google
Online
Marke;ng
Challenge
Collabora;on
between
BU
and
Digital
Visitor
ESRC-‐funded
Social
Media
event
8th
November
A
small
business
digital
lab
(lab
coats
op;onal)
43. Upload, Share, Like
‘Social Experience’ is a Facebook
Application that enables your customers
to…
Upload their experiences
with your business
Share these experiences
with their friends and family
Like your Facebook page
43
44. How does it work?
Create a new tab and Plugin our App
into your Facebook page.
44
45. How does it work - Upload
We issue a branded email to your
customers asking them to add their
experiences
Tip
Adding a small incentive such as a prize
for the best experience each month, can
increase the response rate from 10% up
to 30%
45
46. How does it work – Share
Your customers are prompted to share
their experiences with their social media
profiles, driving their friends, family and
connections back to your Facebook
page.
Tip
Your very best new customers, are the
friends and family of your existing
customers
46
47. How does it work – Like
Finally, your customers are encouraged
to ‘like’ your Facebook page –
increasing your Facebook community
with your brand advocates.
47
48. ESRC
Fes*val
of
Social
Science
2013:
Social
Media:
make
or
break
reputa*on
h=ps://esrc-‐tourism-‐
socialmedia.eventbrite.co.uk
48
49. Other
School
of
Tourism
events
Monday
4th
-‐
Thursday
7th
November
World
Travel
Market
School
of
Tourism
Bournemouth
University
Stand
EM1203
hDp://www.wtmlondon.com/
Monday
4th
November
2013
from
11.00
to
14.00
at
the
BTM
Theatre,
ExCel
London
WTM
Technology
enabling
Travel
organised
by
IFITT
@
www.wtmlondon.com/IFITT-‐1
11:00-‐13:00
Gaming
and
Gamifica;on
in
Tourism
:
opening
a
new
Tourism
Experience
13:00-‐14:00
The
IFITT
e-‐Tourism
Curriculum
Launch-‐Free
learning
material
for
the
developing
world
IFITT@
World
Travel
Market
2013
hDp://ifiD.eventbrite.co.uk/
Facebook
hDps://www.facebook.com/events/120171938153132/
Wednesday
6th
November
2013
-‐
BU
Tourism
Futures
Forum
@
WTM2013
World
Travel
Market,
ExCeL,
London,
13.00
to
15.00
Room:
South
Galley
25
+
26
hDp://BUfutureforum13.eventbrite.co.uk/
@
hDp://www.wtmlondon.com/
Facebook
hDps://www.facebook.com/events/200931963402214/
Friday
8th
November
2013
-‐
11.00
to
16.00
ESRC
Fes;val
of
Social
Science
2013
:
Social
Media:
‘make
or
break
your
reputa;on’
eTourism
Lab
School
of
Tourism
Bournemouth
University
hDp://esrc-‐tourism-‐socialmedia.eventbrite.co.uk/
hDps://www.facebook.com/events/515105315229266/
21-‐24
January
2014
ENTER2014
Where
Social
Inspira;on
meets
Dynamic
eTourism
Innova;on
hDp://www.enter2014.org/
Dublin
50. Thank
You
Ques*ons?
Dr
Philip
Alford
palford@bournemouth.ac.uk
@philipalford
