We have a YouTube Channel. 2182 Subscribers And a Facebook Presence (8,858 Likes)
Corporate site– Online admissions revenue FY 2011/12 £3.5m (+40% YOY; approximately 9% total revenue)– In last year 2,840 new membership sign ups via website– Online unique visitors for 2011/12 were 3.47m (+29%)
Retail siteMarch 2011-2012 figures (followingre-design and re-launch)– 121,000 unique visitors– 2105 transactions– Average order value of £56.83 (including VAT and postage)– Total revenue £109,000– Biggest basket was £1,254.49 (incl. postage and VAT)
Online games– Henry VIII: Dressed to Kill – 4m+ unique players– Henry VIII: heads and hearts – 3.2m unique players– Royal Beasts – 700k unique players– Williams Hot chocolate challenge – 216k unique players Figures as at March 2012
Education HRP Itunes U (10 weeks to end of April)Palace Explorers – 20,000 – Browsing– 12 Schools – 337 - Subscribed– 4062 Views – 7469 – Downloads– 308 Comments – 2338 - Streaming
HRP Major Projects(with digital components) – Mint Street- for 2013 – Families – Fortress- about to be set – Victoria Revealed up- for 2013 onwards – Jubilee: A view from the – The Wild, the Beautiful crowd- all for 2012 and the Damned- 2012 opening opening – Kew Kitchens for 2012 – Baroque/Hanoverians- for opening 2013 onwards
Where are we now?– Corporate Site– Retail Site– Apps / Mobile– Social Media Small ticks represent success but a view we need to do better
Phase 2 – Reflection Are we doing enough? Reinforces view that we need to do something Question our ambition and approach
What is the digital scope?– What do the next generation of visitors expect?
We need a purpose that encompasses the full visitor journeyThought Visit Capture Data Memory
Success could be the use of technology to improve the quality of our visitor interactions– State Apartment Warder Tool – Shall I email you the fact sheet sir? – Would you like to sign up for our membership? – I’m not sure, I can just check for you!
What is the digital scope?– What do the next generation of staff expect?
We need a purpose that encompasses the use of technology by our staff– On-line expenses claims – Content/Digital Asset Management / Strategy– Desktop Internet – Online meeting room booking– Online absence management system– Online meeting room booking – HRP WIKI system – Technology exploitation to– WIFI access for Office improve efficiency Smartphones
Sample Purpose“Exploit new technology throughout the organisation to enhance thevisitor journey and extend the reach of The Cause beyond our physicalpalaces, whilst also creating an efficient working environment for HRPemployees”
Typical Outcomes– Integrated Customer Journey (thought-visit-memory)– Joined up Digital / New Media strategy across Education, Interpretation, Operations, Retail and Marketing– Timely engagement and exploitation of new technology within organisation– Enhanced office systems bringing HRP into 21st Century
Priorities– Purpose and Outcomes need to have a clear set of priorities– Expect Strategy to deliver over a number of years due to long lead time of some projects – Clear set of projects defined for 2012/13 – Likely project identified for 2013/1014 – Aspirational Projects for 2014/15– Key aspect with be changing how HRP views / uses technology to engage with its target audiences
Pulling it all together HRP Capability (present and desired) Customer Competition Expectations
Pulling it all togetherHigh Who are the key stakeholders we StakeholderLevel of Influence or Potential KEY need to engage? Work closely to moveDigitalkey them to STAKEHOLDER stakeholder Strategy What are the Impact shifts we need to make and what’s the action plan? Stakeholder Stakeholder Inform them at beginning, Keep them informed middle and in all milestones end of the project of the projectLow Degree of Engagement with High Project
Next Steps– Trustees support for approach and scope– All day work shop with HRP Senior Team– Identify partner to assist in pulling together strategy– Work on Benefits / Dis-benefits (tangible and intangible)
Web Managers Group Meet-up 13th September, 2012 Digital Strategy @webmgrs #webmgrsWeb Managers Group Partners: