ENTER2011 Managing reputation in a multichannel world | Jan 2011


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Our keynote at the International conference on IT and travel and tourism. Given by myself, Jason Ryan from iCrossing and Tom Hall from Lonely Planet.

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ENTER2011 Managing reputation in a multichannel world | Jan 2011

  1. 1. Managing reputation in a multi–channel world Jon Munro, Visit Wales Jason Ryan, iCrossing Tom Hall, Lonely Planet
  2. 2. Shape – during the year 60 % Brand (~20% online), 40% Direct Direct – 60% offline and 40% online Response – 40% offline : 60% online Budgets and Results ~£5 million per annum ~£60 million in additional value
  3. 3. A Challenger Brand Lighthouse identity Thought leadership in category Do one thing and over do it
  4. 5. 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. 6. Branding online has become “ reputation management ”
  6. 7. Challenges Content Socialisation Integration Evaluation
  7. 8. Content Source | flickr | davidking Our content hungry web presence A community of content producers and consumers Offer something to line up against
  8. 9. Source | flickr | DeusXFlorida Socialisation Conversation culture Learning to live within it Success is the earned media space still needs to be earned
  9. 10. Source | flickr | purplemattfish Integration Online media does not replace offline media Same rules still apply – Awareness to Advocacy Multichannel is best
  10. 11. Source | flickr | Julia Manzerova Evaluation Quality of content network Conversation sentiment Beyond site traffic and site conversion
  11. 12. The DMO opportunity Building on authority Adding credibility Wrapping in the brand
  12. 13. Our brand. Our point of view Evolving the campaign proposition Redefining the brand ’ s point of view
  13. 14. The ‘ Proper Holidays ’ Manifesto 24 days Just 24 precious days of holiday a year We ’ d hate to see you waste them Take a holiday that means something, Where working on your sense of adventure, Is more important than working on your tan Where you get value for time As well as value for money. Croeso i Gymru- Welcome to Wales: Phrasebook optional, Raincoat sensible, Indifference best left at home. Ours is a country to explore, not to ignore from a lilo Come and admire our stunning scenery by all means But we ’ re so much more than a pretty face Dig deeper, get stuck in To see and feel and do and try and taste for yourselves What proper holidays are really about.
  14. 17. Our digital journey What have we done? What did we learn? What next?
  15. 18. Customer Journey Emotional Journey
  16. 20. Drive awareness through: Seasonal and planned activity - campaigns Opportunistic amplification – existing attention Driven advocacy through: Conversational content - Owned & earned media Using that drive awareness and engagement
  17. 21. Content Owned media Bought media Earned media
  18. 25. Amplification Using events
  19. 29. 100,000 75,000 123 No. of Unique monthly visitors to London blogs Number of twitter followers associated to those blogs No. of retweets 80,000 No of views on our facebook page
  20. 34. Socialisation Earned media
  21. 36. Energise 2.0 Hamill and Stevenson (2010) 60,000 120,000 Facebook fans in May A coordinated and planned approach to content Facebook fans in Sept 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
  22. 37. Integration Cultural change Content strategy
  23. 38. The Big Idea TV Print Digital Channels
  24. 39. 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>
  25. 42. 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
  26. 43. Evaluation Drowning in data Meaningful insights Universal metrics
  27. 44. Our KPIs – the magnificent seven! KPI 2009 figures 1. Destination Awareness 44% of UK population rank in top 3 2. Campaign Awareness 13% Spontaneous, 22% Prompted 3. Claimed and Known Response 1.8 million 3% UK Population 4. Emotional Proximity 15% of UK population rate 9/10 5. Conviction to Visit 40% visiting vs 60% non visiting 6. Marketing Effectiveness (the conversion funnel) 7. Value of Marketing ~£60 million per annum
  28. 45. <ul><li>About iCrossing </li></ul><ul><li>Global digital marketing agency </li></ul><ul><li>Specialist in travel sector </li></ul><ul><li>Working with Visit Wales since April2010 </li></ul><ul><ul><li>Digital strategy </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Paid Media </li></ul></ul><ul><ul><li>Content and social </li></ul></ul>
  29. 46. Approach
  30. 47. Holiday Breaks Activities Information Research: Benchmarking and opportunity analysis Visit Wales 8th Visit Wales 43 rd Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010 Visit Wales 42 nd Visit Wales 39 th
  31. 48. Research: Seasonality analysis Activities Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010 Q1 Q2 Q3 Q4
  32. 49. Research: Site profiling <ul><li>How connected they are in their network (links obtained from network neighbours) </li></ul><ul><li>How large their audience is (traffic) </li></ul><ul><li>Google PageRank </li></ul><ul><li>URL mentions in Google </li></ul><ul><li>Number of Google Blog Search links </li></ul><ul><li>How engaged its audience is (3 rd party bookmarking, comments) </li></ul><ul><li>Content placement relevancy (High / Medium / Low) </li></ul><ul><li>Type of content they produce (quality, context, freshness) </li></ul><ul><li>Likelihood of advocacy </li></ul>Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
  33. 50. Research: Network profiling Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
  34. 51. Approach
  35. 52. <ul><li>Strategic challenges </li></ul><ul><li>Integrating ‘ always on ’ approach with campaign-driven approach (across planning, program & evaluation) </li></ul><ul><li>Developing an on-going content and engagement strategy </li></ul><ul><li>Achieving buy-in across organisation </li></ul><ul><li>Demonstrating the value of digital marketing </li></ul><ul><li>Pilot programmes (Ryder Cup) </li></ul><ul><li>Sharing learnings and successes </li></ul><ul><li>Iterative approach to planning and evaluation </li></ul><ul><li>An Online Advocacy programme </li></ul>
  36. 53. Quantifying people ’ s web use is complex... A network of experiences...
  37. 54. “ Do people know about us? ” “ What are they doing when they find us?” “ How do they feel about us?” Evaluation Framework User-centric framework Awareness <ul><li>Visits </li></ul><ul><li>Clicking on an advert </li></ul><ul><li>How long they stay there </li></ul><ul><li>“ Bounce Rates ” ; whether people stick around </li></ul>Actions <ul><li>Rating something... </li></ul><ul><li>Leaving a comment... </li></ul><ul><li>Registering for something... </li></ul><ul><li>Watching a video... </li></ul><ul><li>Downloading something... </li></ul><ul><li>Signing up … </li></ul><ul><li>Bookmarking us </li></ul><ul><li>Following us </li></ul>Advocacy <ul><li>Expressing opinions on blogs </li></ul><ul><li>and forums </li></ul><ul><li>Content recommended / forwarded </li></ul><ul><li>High profile bloggers posting </li></ul><ul><li>about us </li></ul><ul><li>Attitudes changing </li></ul>
  38. 55. User-centric framework
  39. 56. Evaluation Framework Aligning with Visit Wales KPIs
  40. 57. A Advocacy Metrics “ How do they feel about us?” “ How do they feel about us?”
  41. 58. A “ What are they doing when they find us?” Action Metrics “ What are they doing when they find us?”
  42. 59. A Awareness Metrics “ Do people know about us? ” “ Do people know about us? ”
  43. 60. Engagement scorecard
  44. 61. Engagement Framework Benchmark slide
  45. 62. Engagement Framework Benchmark slide
  46. 64. Digital Planning Advocacy into Awareness
  47. 65. Customer Lifecycle Customer Journey <ul><li>Build Emotional Brand/ Appeal </li></ul><ul><li>Broadcast media </li></ul><ul><li>Digital advertising </li></ul><ul><li>PR </li></ul><ul><li>Tactical brand messaging </li></ul><ul><li>Stimulate Advocacy </li></ul><ul><li>Understand Brand and Product networks </li></ul><ul><li>Content and engagement strategy </li></ul><ul><li>Evaluation </li></ul>
  48. 66. Leverage existing online communities Conversation Several large and active forums Comments and discussion on news and blog posts is frequent Sharing Participants want to share experiences so others can benefit, particularly routes and photography Participation The community is open to participation, photo and route competitions Site owners often review equipment and other products
  49. 67. Targeted engagement initiatives <ul><li>Online engagement initiatives centred on core products and aligned with brand campaigns </li></ul><ul><ul><li>Active Participation </li></ul></ul><ul><ul><li>Inspiration </li></ul></ul><ul><ul><li>Exploration </li></ul></ul><ul><ul><li>Local Recommendations </li></ul></ul><ul><ul><li>Welsh Icons </li></ul></ul><ul><ul><li>Map as platform </li></ul></ul><ul><li>Sustainable curated resource of content, community and advocacy </li></ul>
  50. 68. Real-time evaluation
  51. 69. Increasing importance of social signals
  52. 70. <ul><li>Next steps… </li></ul><ul><li>Aligned KPIS with digital evaluation framework </li></ul><ul><li>Benchmark and set targets </li></ul><ul><li>Brand Campaign involvement </li></ul><ul><li>Inform development of Visit Wales platform </li></ul><ul><li>Early days, promising future </li></ul>
  53. 71. Lonely Planet – who is we? Tom Hall Head of Communications, Lonely Planet
  54. 74. Web 1.0 – and we love it