Presentation done by Wolfgang Töchterle/Südtirol Marketing, during "Digital KPIs in Tourism" workshop of the ENTER2015 eTourism conference

1. How to measure the success of a large scale, storytelling-based
communication concept illustrated by the example of
wasunsbewegt.com/storiedavivere.it
Wolfgang Töchterle
Head of Digital & Member of the Management Board
February 5th, 2015

5. South Tyrol is
a contrast-rich symbiosis of
alpine and mediterranean,
spontaneity and reliability,
nature and culture.ı

6. Management
Marketing &
Brand
Management
PR & Content
Management
Administrat.
& Human
Ressources
Product
Development
Digital
60+ people working for the
good name of South Tyrol in
10 European markets

8. Why a storytelling-based
communication concept?
About getting all the fish

9. With our traditional approach we were not able to get
the attention of all of our potential customers. That is
why we focus on contents that provide added value and
seed these contents on new, non-holiday channels.

10. Nature
PeopleProducts
Architecture Everyday Culture
Alpine CompetenceSustainability

12. holiday topics new content approach

13. Landingpage 2014

15. How can we measure success?
About the impact of our stories

16. Let´s start from the mission!
1.
We want to
create intensive and authentic touch points
with our brand, through our stories.
2.
Wasunsbewegt.com/Storiedavivere.it should
inspire real-life experiences
in South Tyrol.

17. But what about the numbers?
Looking for benchmarks

18. The metrics and KPIs
How we measure success

19. The relevant campaign metrics

20. …and the Key Performance Indicators
Goal 1: “Consumption”
Users have spent a predefined amount of time on
our page or have viewed a predefined number of
pages.
Goal 2: “Engagement”
Users engaged with our content: e.g. triggered
events like “play video”, “play song”, “enlarge
map”, etc.
Goal 3: “Share”
Users shared our content with their social
network: e.g. triggered events like “share on
Facebook”, “tweet site”,”+1 site”, etc.
Goal 4: “Experience”
Users entered one of our digital experiences or
left our page to buy something in one of the
featured shops or holiday platforms.
Goal 5: “Registration”
Users registered successfully on our page to get
continuous inspiration by Südtirol.
Our *Goal Completion Rate (GCR) is the sum of the following goals:

21. Some results
9 months after the start

22. Goal 1:
Consumption
5%
Goal 2:
Engagement
78%
Goal 3:
Share
6%
Goal 4:
Experience
10%
Goal 5:
Registration
1%

23. Keep in mind
Goal no. 5 is the most valuable one,
goal no. 1 the least valuable one.
For each user we only count 1 single goal: the most
valuable one. So, if one user first completes goal no. 1,
then goal no. 2 and then goal no. 3 during one session,
we only count goal no. 3

24. Learnings
Upgrades for 2015

25. Areas of improvement for 2015
1. Creatives > we’ll make them easier
2. Channels > we’ll clearer separate branding from traffic driving
3. Syndication > we won’t rely solely on our agencies
4. Content > we’ll make it easier & more social
5. Site architecture & usability > we’ll use one single filter logic
6. Added value > we’ll upgrade the dashboard (currently in beta)

26. Syndication
…and how it will affect our KPIs

27. PAID OWNED
EARNED
Wasunsbewegt.com
Storiedavivere.it
Syndication
Focusing on content syndication means, that the dialog with our
prospects will take place not only on our landing page. It will take
place on other platforms as well. Therefore we are planning to
integrate the additional buzz our stories create in our KPIs.
KPIs
new KPIs

29. Added Value
…and how it will affect our KPIs

30. Impact analysis conducted in 2014 in Germany and Italy.
«Un desiderio di vivere la vacanza in modo non consueto, che […] riguarda
di più il mondo del fare piuttosto che quello intellettuale.»
«Un desiderio di un-plug, che abbiamo visto notevole (e stranamente
comune alle due location): il rifiuto della città, l’aspirazione ad uno stile di
vita diverso, o il semplice desiderio di un cambiamento.»
How can we use the emotions our customers
experienced while visiting our landing page?

31. The evolution of Wasunsbewegt.com | Storiedavivere.it

32. Coming soon ;)
To be upated about the project register on the landing page
Wasunsbewegt.com | Storiedavivere.it
or get in touch:
wolfgang.tochterle@suedtirol.info
www.facebook.com/toechterle
www.xing.com/profile/wolfgang_toechterle