Rising to the challenge of organisational change and true integration across multiple channels. Developing a content strategy and digital ecosystem to support that.
ENTER2011 Managing reputation in a multichannel world | Jan 2011sharewales
A keynote at the International conference on IT and travel and tourism. Given by Jon Munro from Visit Wales, Jason Ryan from iCrossing and Tom Hall from Lonely Planet.
Content that is communicated through the internet or computer networks.
Digital Media makes use of electronic devices such as computers, tablets, and smartphones to market to potential clients and current customers.
Digital Media is mainly marketed through:
Websites and Blogs
Social Media Networks
ENTER2011 Managing reputation in a multichannel world | Jan 2011sharewales
A keynote at the International conference on IT and travel and tourism. Given by Jon Munro from Visit Wales, Jason Ryan from iCrossing and Tom Hall from Lonely Planet.
Content that is communicated through the internet or computer networks.
Digital Media makes use of electronic devices such as computers, tablets, and smartphones to market to potential clients and current customers.
Digital Media is mainly marketed through:
Websites and Blogs
Social Media Networks
Is social networks going to be the next big sales channel? ... Social media is revolutionizing the way businesses large and small are marketing themselves. This presentation provides some practical points to consider when leveraging social media as an extension of your sales channels.
Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
HECG specialises in optimising digital marketing strategies
through process mapping, benchmarking and data analytics.
Given how competitive the international student recruitment
marketing sector is, education providers must become more
efficient with their marketing initiatives. In this session HECG
will draw from case examples to address methods for:
- Creating and implementing new innovative marketing
strategies and tactics to increase the quality and quantity
of applicants
- Successfully engaging with future students through
digital mediums, including websites, landing pages, social
marketing, search engines, etc.
- Improving marketing results by understanding future
student behaviour through data analytics.
Coming to grips with digital and social media in China is no easy task. Between VPNs, firewalls and the influx of local alternative platforms, it can be a difficult market to gain cut-through. This presentation was part of a workshop during the Australia International Education Conference held in Tasmania in October 2017. It empowered participants to get beyond the great firewall and embrace digital and social media platforms in China, explored the most popular Chinese social media platforms, how they work and best practice case studies. Participants gained a better understanding of the differences between Western and Chinese platforms and how best to reach and engage prospective students. Key areas of focus included: * differentiating Western and Chinese online systems, such as search engines and social media platforms * leveraging the right digital marketing channels to reach prospective students in China * developing a marketing plan for Chinese students – marketing agencies versus campaigns developed in-house
Is social networks going to be the next big sales channel? ... Social media is revolutionizing the way businesses large and small are marketing themselves. This presentation provides some practical points to consider when leveraging social media as an extension of your sales channels.
Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
HECG specialises in optimising digital marketing strategies
through process mapping, benchmarking and data analytics.
Given how competitive the international student recruitment
marketing sector is, education providers must become more
efficient with their marketing initiatives. In this session HECG
will draw from case examples to address methods for:
- Creating and implementing new innovative marketing
strategies and tactics to increase the quality and quantity
of applicants
- Successfully engaging with future students through
digital mediums, including websites, landing pages, social
marketing, search engines, etc.
- Improving marketing results by understanding future
student behaviour through data analytics.
Coming to grips with digital and social media in China is no easy task. Between VPNs, firewalls and the influx of local alternative platforms, it can be a difficult market to gain cut-through. This presentation was part of a workshop during the Australia International Education Conference held in Tasmania in October 2017. It empowered participants to get beyond the great firewall and embrace digital and social media platforms in China, explored the most popular Chinese social media platforms, how they work and best practice case studies. Participants gained a better understanding of the differences between Western and Chinese platforms and how best to reach and engage prospective students. Key areas of focus included: * differentiating Western and Chinese online systems, such as search engines and social media platforms * leveraging the right digital marketing channels to reach prospective students in China * developing a marketing plan for Chinese students – marketing agencies versus campaigns developed in-house
iCrossing summit 2014 | data driven content for destination marketingJon Munro
Promoting and selling places is a content led affair. Destinations often have a whole town, region or country creating, curating and sharing great content. But how do you leverage this powerful ecosystem to achieve specific marketing objectives? How do you find the moments that matter to customers, and scale those out to new audiences?
Marketing Masterclass: An Introduction to Social Media for BusinessTonick Media
A copy of the presentation delivered to delegates at Mervyn Smallwood's Marketing Masterclasses held at the Berlewen Building, Pool and Jury's Inn, Plymouth during the week of the 26th April 2010.
The original presentation was delivered by Aren Grimshaw or Tonick Media. To arrange for a similar presentation at your event or training seminar please contact Aren on 01209 718688 / 07501 259000. You can also connect with Aren across a number of social networks by searching Google for 'Aren Grimshaw'.
Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11Earthbound Media Group
Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining and meaningful content targeted to your core and secondary audiences. Knowledge Centers have proven to be capable of solving many of today's common business challenges such as strengthening customer service, improving your brand's value, enhancing public perception and sentiment and generating new customer interest. In this webinar, we will explore how a diversity of organizations – from large Fortune 500 corporations to small non-profits – are publishing powerful content to establish an empowered and dynamic community of loyal customers.
An Introduction to Social Media for BusinessTonick Media
A copy of the presentation given to delegates at the Business Link, Social Media for Business seminar at the Penventon Park Hotel, Redruth on the 27th October. Includes links to principal platforms and services.
Strategaethau Marchnata Digidol ar gyfer Twristiaeth Treftadaeth yng Nghymru:...RCAHMW
Gwaith Croeso Cymru yw marchnata cyrchfannau a lleoedd. Busnes wedi’i arwain gan gynnwys yw hyrwyddo a gwerthu lleoedd ac, os meddyliwch am y peth, mae yna wlad gyfan sy’n creu, yn curaduro ac yn rhannu cynnwys gwych am Gymru.
Ond sut mae manteisio i’r eithaf ar yr hyn a all fod yn ecosystem gynnwys rymus iawn i helpu i gyflawni amcanion marchnata penodol?
Mae gan Jon Monroe, Pennaeth Arweinyddiaeth Ddigidol Croeso Cymru, brofiad ac arbenigedd yn deillio o fyd cystadleuol teithio a thwristiaeth, ac o arwain tîm digidol Croeso Cymru. Gan ddefnyddio astudiaethau achos diddorol bydd yn egluro ymagwedd y tîm at farchnata digidol wedi’i arwain gan gynnwys, gan ddangos canlyniadau’r ymdrechion hyn, trafod rhai o’r gwersi ymarferol a ddysgwyd ac amlinellu sut gallai hyn gael ei gymhwyso at safleoedd twristiaeth a thwristiaeth treftadaeth.
Digital Marketing Strategies for Heritage Tourism in Wales: Jon Monroe (Visit...RCAHMW
Visit Wales is in the business of destination and place marketing. Promoting and selling places is a content led business and if you think about it they have a whole country creating, curating and sharing some great content about Wales. But how do you leverage what is potentially a hugely powerful content ecosystem to help achieve specific marketing objectives? Jon brings experience and expertise from the competitive world of travel and tourism, and from heading up the Visit Wales digital team. Using interesting case studies he will outline their approach to content led digital marketing, demonstrate the results of those efforts, discuss some of the practical lessons learnt and outline how this might be applied to heritage sites and heritage tourism.
Digital Marketing proposal for a new luxury medical centre in Qatar. It includes campaign and marketing ideas for day to day marketing use. Social Media and other Digital Media channels
Wayanad-The-Touristry-Heaven to the tour.pptxcosmo-soil
Wayanad, nestled in Kerala's Western Ghats, is a lush paradise renowned for its scenic landscapes, rich biodiversity, and cultural heritage. From trekking Chembra Peak to exploring ancient Edakkal Caves, Wayanad offers thrilling adventures and serene experiences. Its vibrant economy, driven by agriculture and tourism, highlights a harmonious blend of nature, tradition, and modernity.
How To Talk To a Live Person at American Airlinesflyn goo
This page by FlynGoo can become your ultimate guide to connecting with a live person at American Airlines. Have you ever felt lost in the automated maze of customer service menus? FlynGoo is here to rescue you from endless phone trees and automated responses. With just a click or a call to a specific number, we ensure you get the human touch you deserve. No more frustration, no more waiting on hold - we simplify the process, making your travel experience smoother and more enjoyable.
BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. Get information in this PDF and simplyfy your visa process.
Hidden Gems of Europe - DISCOVERING THE CONTINENT'S BEST-KEPT SECRETSKamil Uğraş TÜRKOĞLU
Europe, continent rich in history, culture, and natural beauty, is often synonymous with famous cities like Paris, Rome, and London. These iconic destinations attract millions of tourists every year, captivating them with their renowned landmarks, vibrant culture, and bustling urban life. However, beyond these well-trodden paths lie countless hidden gems waiting to be discovered. These lesser-known destinations offer unique experiences, authentic encounters, and breathtaking landscapes that often surpass the allure of their famous counterparts.
In "Hidden Gems of Europe," we embark on a journey to uncover these secret spots, exploring the heart and soul of Europe through its quaint villages, charming towns, and secluded natural wonders. This book aims to inspire travelers to look beyond the obvious and venture into the lesser-explored corners of the continent, where true adventure and discovery await.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
The Power of a Glamping Go-To-Market Accelerator Plan.pptxRezStream
Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
Assessing the Influence of Transportation on the Tourism Industry in Nigeriagsochially
This research dissertation investigates the complex interplay between transportation and the tourism industry in Nigeria, aiming to unravel critical insights that contribute to the enhancement of the overall tourist experience. The study employs a multi-faceted approach, literature review establishes a robust theoretical framework, incorporating The Service Quality and Satisfaction Theory to guide the research questions and hypotheses.
The methodology involves the distribution of a structured questionnaire, ensuring a representative sample and facilitating a comprehensive analysis of the gathered data.
Key findings include the nuanced perceptions of transportation infrastructure adequacy, safety and security concerns, financial influences on travel decisions, and the cultural and ecological impacts of transportation choices. These findings culminate in a comprehensive set of recommendations for policymakers and practitioners in the Nigerian tourism industry. The findings contribute to the existing literature by providing actionable insights for policymakers, stakeholders, and researchers in the Nigerian tourism sector.
The recommendations encompass gender-sensitive planning, infrastructure enhancements, safety measures, and strategic interventions to address financial constraints, ensuring a holistic and sustainable development of the tourism industry in Nigeria.
Author: Imafidon Osademwingie Martins
Antarctica- Icy wilderness of extremes and wondertahreemzahra82
In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
iCrossing Client Summit | Managing reputation in a multichannel world | May 2011
1. Managing reputation in a multi–channel world Jon Munro, Visit Wales Jason Ryan, iCrossing
2. What are “ we ” trying to do? Maintain £3.5 billion contribution to economy Improving Wales ’ reputation on the world stage Addressing persistent stereotypes Budgets and Results ~£5 million per annum ~£60 million in additional value
3. What consumers are saying is shaping your brand Thinking beyond just tourism - the Wales brand This requires both organisational and mind set change Our world
5. Content Source | flickr | davidking Is content strategy a simple and unifying idea? A community of content producers and consumers Offer something to line up against
6. Source | flickr | DeusXFlorida Socialisation Conversation culture over information culture Adding the credibility we so desperately need Learning to live within the earned media space is scary
7. Source | flickr | purplemattfish Integration Beyond online and offline media Not just channels. It ’ s content. It ’ s people. It ’ s agencies How do we create real synergy?
8. Source | flickr | Julia Manzerova Evaluation Quality of content network Conversation sentiment Beyond site traffic and site conversion
9. Big opportunity for Wales Building on authority Adding credibility Wrapping in the brand
18. 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
32. 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 Wales Residence Accommodation Tourism Businesses Events Visitor
33.
34. Our KPIs – the magnificent seven! KPI 2009 figures 1. Destination Awareness 44% of UK population rate 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
36. 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
37. Research: Seasonality analysis Activities Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010 Q1 Q2 Q3 Q4
55. 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
58. On the train conclusions Supporting organisational change Driving real integration Helping develop the content strategy
Editor's Notes
OK. So there are three of us contributing to this session … Let me explain how it all fits together. I ’ m going to kick off and I look after a new digital marketing team at Visit Wales. I ’ m not going to blind you with science. I am going to tell you a story. A story which is as much about getting to grips … We work with iCrossing on the search and social side of things. Specifically our paid and natural search as well as our social outreach and online PR. Jason knows his stuff around measurement and he is going to talk around some of the work we are doing there. Where does Tom fit in? Well I guess Lonely Planet have also been on a journey where managing digital is concerned too. Of course the thing that connects us all is we are all one way or another in the business of selling places!
That point of view is clearly carried forward into our campaigns work. The places where we do control the message. The kind of creative execution includes this sort of thing. This is how it is executed in paid for / bought media …
Our television advertising last year revolved around the Darkes family and a two week holiday they spent in Wales The family themselves were sourced via social media and community sites … Where are owned media is concerned, our owned websites, we have tried to take that journey online so there ’ s a lot of content on there about what the family did, where they stayed and a series of shorter web films to support that. It was a journey north to south so you can also access that content via an map based approach.
An extension of that work involved working with paid media channels but not necessarily through traditional one way communication. Through content partnerships the Proper Holidays message can be extended further and beyond our site . Clearly engagement is important and we are not necessarily expecting people to come back to our site.
I mentioned using existing attention on Wales and the amplification of that attention We did during the autumn do exactly that. Using events.
Needs no introduction. We hosted the Ryder cup in October. The worlds biggest Golf event and some say the third biggest sporting event in the world. But definitely in the top ten. Worth £73 million to Wales in terms of economic impact Clearly very important in terms of placing Wales on a world stage Couple of things the digital team at Visit Wales I want to mention …
The PR team were working on some activity at one of the mainline train stations in London Essentially some 3D art based around Golf on the first day of the Ryder Cup. In the mainline station accessing Wales Outreach to a number of relevant sites secured coverage on two influential blogs
During the event we were able to benefit from the buzz that created both via our third party social channels and that being tweeted and retweeted across twitter.
Following the event we were able to post content to our blog and the associated videos to our you tube channel … Why did we do it. Two reasons. Firstly to try and improve the way our PR teams and digital teams worked together on this type of thing and secondly to figure out what we could achieve through this type of blogger outreach. One of the things we learnt was this kind of thing clearly needs to be planned properly and you need to pull teams together at an early stage. With more time we could have introduced a competition element to this which incentivised the sharing of content. There ’ s also a big opportunity to build in location based check in via things like Foursquare and facebook places. In general terms we were more successful through benefiting with the pre event and during event buzz and we could have made more out of the post event
We also got involved in live tweeting the event and aggregating that content. Some of the things we learnt included; Think carefully about what content you can source which is unique and valuable – outreach prior to event and interest Where your own third party channels are concerned think carefully about content – not everybody loves golf Get your network of content creators and publishers beforehand In some cases you can only listen. The Sunday … There ’ s nothing wrong with supporting it with a bit of tactical PPC
We did pull it off in the end and whilst the Sunday was wet it did improve during the day and those people with tickets on the Sunday even got to spend another day in Wales. What a result. Of course Europe one to which was the other result.
The biggest free ticket music event in Europe – 40K over the weekend. Broadcast across TV, mobile and online … ½ million people applied on the lottery. Madonna plays there. So does Alicia Keys … she ’ s a bit like Madonna but different She was playing there. Radio developed a parody of New York state of mind … North Wales. She sang it. The meme that followed (paraody) was Newport State of Mind … Tbc. Talked about the story and how it had come about.
This is what it used to look like. Our creative agency would lead the way …
Of course we are a destination and there exists a huge content community We are currently kicking off a EU funded project to change the way Wales does digital tourism business In simple terms it is about harnessing that network and supporting the distribution of content and conversational content across appropriate channels and targeting that content to the right people at the right time in there customer and emotional journey with Wales
tbc
The initial approach was a parallel-track Research and Strategy programme Both programmes of work will inform the Implementation work: – the BAU elements including paid and natural search; and - the more campaign-focused elements including content creation and social media outreach and management The research programme consisted of: - understanding and benchmarking relevant search terms, volumes and seasonality; and - carrying out social media and content audits across some of VW main products
As part of the Research we identified search volumes around the main topics that people are coming to the Visit Wales site for – Holidays, Breaks, Information, Accommodation and Activities We then benchmarked the share of search that VW are achieving for those core terms
And also looked at the seasonality of those search terms This shows the seasonality for Activity products – such as diving, walking, cycling, fishing and golf holidays etc. Helps inform content and paid media strategy
We identified the 50-100 sites that are visible for each of these topics and profiled those sites in terms: - the paid and earned media opportunity, - the levels of engagement with the site, - the update frequency, and - an overall influence score that is composed of a number of factors such a: - how connected they are in the network, - how large the audience is, - Page Rank, - content placement relevancy etc.
We also undertook some network profiling; in this example, for sites in the Golf network. This profile shows the Top 30 most influential Golf sites, and plots them according to the levels of user engagement against the opportunity for content placement. This research was carried out in advance of the recent Ryder Cup campaign.
We have also been working closely with VW to help define the Digital Strategy. This started by interviewing all key stakeholders in the organisation to understand objectives, KPIs and targets, and challenges and opportunties It also included developing an evaluation and planning framework that isin line with the strategy and KPIs It is important to integrate the digital activities with current campaign-led activities at the planning and evaluation stages – as a way to ensuring an evolved multichannel approach
The strategic challenges highlighted by the stakeholder sessions are as follows:
But before we try to evolve the campaign-oriented evaluation model to include the digital, always-on, perspective; it should be said that from a marketing perspective, peoples use the web is highly complex and pure digital marketing efforts are not easy to evaluate. The traditional marketing funnel of Eyeballs to Conversions no longer works online. People are increasingly able to configure their own interfaces to content (through start pages, RSS readers etc.) and there are a number of important external influences to consider including: - UGC - Recommendations and review, - Competitive alternatives. Consequently, considering the motivations and needs of contributors/influencers or our ADVOCATES in those networks is increasingly important. A recent Nielsen study of the types of advertising most trusted by people has shown that personal recommendations, consumer opinions, brand websites and editorial content are generally more trusted than push forms of advertising like paid search ads, banner ads and TV ads.
It was with these factors in mind that iCrossing developed its engagement framework back in 2008 – which is a user-centric evaluation framework that measures user behaviour in response to brand initiatives. The starting point is to consider the degree of engagement across the whole web and not just on the main website and owned spaces. It looks at segmenting metrics in 3 key areas: AWARENESS, ACTIONS and ADVOCACY The framework is currently being used across a significant proportion of our client base to evaluate their digital (and sometimes integrated) marketing efforts.
AWARENESS metrics like viewing pages on the website are relatively low engagement activities and consequently there are higher numbers of people doing this, compared to ACTIONS such as buying something, downloading information, registering for a service or watching a video ADVOCACY metrics, such as linking to the site, sharing content, uploading content or expressing positive sentiment online are more highly engaged activities – and consequently the volume of people dong these activities is much lower. AWARENESS metrics are relatively cheap and easy to measure, and can be done with standard analytics programmes ADVOCACY metrics are harder and more expensive to measure as there is a greater degree of human analysis required Finally to promote and facilitate ADVOCACY, there is invariably some degree of brand control that needs to be relinquished to promote desired behaviours such as commenting and uploading content
The Evaluation Framework (3 As) can also be used to help with planning. I have talked about how we can measure Awareness, Actions and Advocacy; but we can also use the framework to identify how these can be earned and bought. For example: To purchase AWARENESS – we can use Display and Paid search advertising; but to earn awareness – we need to produce content that is technically optimised, based on the language and needs of users, relevant to and promoted in the network To purchase ACTIONS – we can seed widgets and other interactive ideas in content networks, or can design relevant Competitions or Offers; but to earn those ACTIONS we need to ensure that the User Experience of the proposition stacks up, that it is useful and desirable for the target audience, that there is a strong call to action and the content is shareable and portable W can possibly purchase ADVOCATES through national campaigns, but to earn ADVOCATES we need to ensure that the brand and product stacks up, that we understand, listen and participate in the networks in the right way
This is VW customer journey Traditional campaign planning has tended to start at the Awareness stage - Consider Wales – and has aimed to build brand and emotional appeal through tactics such as broadcast media , digital advertising and PR The strategic work to date has identified the opportunity to move back one step to begin to stimulate Online advocacy by: - understanding and listening to Brand and Product networks, - developing relevant content and engagement strategies to leverage those networks; and - putting solid Evaluation programmes in place to understand the value of the activity
This is one of the networks where we have undertaken some recent research – the online walking network The network consists of a number of different types of property – - personal blogs - holiday providers - forums - societies / organisations - resources - regions / regional walking holidays - publications The network is highly active and passionate about the subject – there are a number of large and active forums; and comments and discussion on news and blog posts is frequent The community generally shares experiences so others can benefit, posting routes and photography And the community is open to participation – with site owners often reviewing equipment and other products
Once we understand the network in these terms and know the most influential sites and people on the network, we are able to develop online engagement initiatives that are both centred on Visit Wales core products (like Walking) and aligned with brand campaigns The initiatives can be based around themes such as Active Participation, Inspiration, Exploration, Local Recommendations, Welsh Icons - and can use maps as the platform The purpose of the initiatives is to support broader campaigns, but also to provide a sustainable, curated resource of content, community and advocacy – which can be used in conjunction with VW produced content
Once our engagement framework has been defined, and many of the data feeds can be automated; it becomes possible to move towards a real-time view of online engagement (Jon touched on this re. Ryder Cup) This image is actually the Mission Control brand monitoring room for Gatorade in the US. This is obviously a bit of a publicity stunt – but there are large organisations that are moving towards this real time or live view of the web; and campaigns and engagement initiatives are being developed that are live – in that they respond to peoples behaviour in real time