This document outlines a public relations planning exercise to identify how to attract people from around the UK to visit Newcastle for short breaks. Various online tools were used to conduct research, including Google Trends, Facebook Ad Insights, and Twitter. Key insights included that the market for "staycations" remains strong, word-of-mouth and previous experience are critical to decision making, and potential audiences on Facebook and active topics on Twitter were identified. The document provides a summary of research findings focused on understanding the Newcastle experience and identifying peak travel periods and potential partnership opportunities.

1. 1 | 12.03.20151 | 12.03.2015
Public relations
planning exercise
How do we get people to visit Newcastle?
Stephen Waddington
Visiting Professor, Newcastle University
wadds.co.uk @wadds

2. 2 | 12.03.2015
How to get people to visit Newcastle?

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Media
relations
Influencer
relations
Brands as
media
Community
management
Social
Business
PR engagement roadmap

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Mapping workflow
Workflow
Publicity / media
Planning
Insights
Management
Content
Channel
Monitoring
Analytics
Branded / owned
Influencer
relations
Community

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Introducing #PRstack

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#PRtoolbox
We’re obsessed about the application of so-called big
data in public relations to inform and measure the success
of our campaigns.
But what does that actually mean in practice?

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#PRtoolbox
This is a public relations planning exercise using data and
tools to identify a public (or audience to use marketing
speak) and insights to influence behavioural change.
I’ve used free or low-cost tools to enable other people you
to experiment with the process and methodology.
The deck was inspired by Julian Cole’s Digital Strategy
Toolbox 2014 keynote at Upload Lisboa 2014, Portugal.
Julian is head of planning at BBH in New York. Look him up
on Twitter @JulianCole.

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#PRtoolbox
Free or low cost tools are never as sophisticated or robust as
commercial tools and there is no guarantee of the quality
of the output or continuity of service.
There is no such thing as free.

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Challenge
A travel agent wants to attract people from around the UK
to visit Newcastle for short breaks.

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Public relations planning
Research
Insight
Strategy
CreativityContent
Channels
Evaluation

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Public relations planning
Research
Insight
Strategy
CreativityContent
Channels
Evaluation

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Customer journey
#1 Google Customer Journey
#2 Google Consumer
Barometer
#3 Google Search Trends
#4 Google Adwords Keyword
Planner
#5 Google Search
#6 AnswerThePublic.com
Social
#7 Buzzsumo
#8 Iconosquare
#9 Topsy
#10 Facebook Ad Insights
#11 Twitter
#12 Followerwonk
#13 Echosec
Web
#14 Marketing Grader
#15 Boardreader
#16 TripAdvisor
#17 YouGov Profiler
#18 Office for National Statistics
Tools

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Try it for yourself
You’ll find a full list of the tools and links at
wadds.co.uk/prtoolbox.
Follow along during the exercise or try it out for yourself.

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#1 Google Customer Journey
The Google Customer Journey shows what channels
influence customer decisions at different points in the
purchase cycle.
How
1. Head to the Google Customer Journey tool
2. Filter by country and market
3. Compare results with different markets, such as US

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Insight #2 Public
relations greatest
influence on
decision making
Insight #3 Data
capture and direct
marketing to close
sale
Insight #1 Ads firmly
start of the customer
journey

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Insight #1 Social
start of customer
journey (US market
more developed)
Insight #2 Public
relations greatest
influence on
decision making
Insight #3 Data
capture and direct
marketing to close
sale

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#2 Google Consumer Barometer
Consumer Barometer helps you understand how people
use the internet. It digs into more detail than the Customer
Journey Tool. It covers 45 countries and 10 product
categories.
How
1. Visit Google Consumer Barometer
2. Use pre-populated questions or the filter options
3. Compare the influence of different forms of media on
the customer journey

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Insight #1 Previous
experience greatest
influence on future
intent
Insight #2 Online
research and social
second greatest
influence

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#3 Google Search Trends
Google Trends shows how often a particular search-term is
entered relative to the total search-volume across various
regions of the world, and in various languages.
How
1. Visit Google Trends
2. Search by keyword, filtered by country
3. Analyse trends by date
4. Review competitors

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Insight #1 How do
we get there and
what is there to do?
Insight #2 Football
and travel

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#4 Google AdWords Keyword Planner
Google AdWords Keyword Planner shows the search
frequency that keywords and the actual search terms
people enter into Google when conducting a search.
How
1. Visit Google AdWords Keyword Planner and select
tools
2. Filter by country, device and locations
3. Review competitors
4. Analyse time period comparisons to review trends

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Insight #1 Search
volumes are a proxy
for buying intention
Insight #2
Accommodation,
spa and cost
Insight #3 Families,
young people, male
and female, 18 to
40+

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Insight #1 Search
volumes are a proxy
for buying intention
Insight #2
Accommodation,
spa and cost
Insight #3 Families,
young people, male
and female, 18 to
40+

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#5 Google Search
Google is the dominant search engine. Using the Google in
incognito shows how content appears in search.
How
1. Visit Google
2. Search by keyword and take a consumer eye view to
results

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Insight #1
Partnership
opportunity
Insight #2 University
and football

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#6 AnswerThePublic.com
AnswerThePublic.com is a tool built by search and content
agency PropellerNet. It enables you to interrogate
aggregated auto-complete data from Google and
understand the real questions that people are asking when
they complete a search query.
How
1. Visit AnswerThePublic.com
2. Search by a variety of keywords. Use the terms surfaced
by Google Keyword planner.

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Newcastle pubs with accommodation
Newcastle hotels with spa facilities
Newcastle hotels with gym
Newcastle twinned with
Newcastle hotels with jacuzzi in room
Newcastle accommodation with spa
Newcastle hotels with hot tub in room
Newcastle hotels with spa
Newcastle hotels with parking
Newcastle hotels with swimming pool
Newcastle with toddlers
Insight #1 Where to
stay, and what we
want?

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Newcastle for stag weekend
Newcastle for a stag
Newcastle for a night out
Newcastle for hen weekend
Newcastle for sale house
Newcastle for your eyes only
Newcastle for nye
Newcastle for couples
Newcastle for weekend
Newcastle for families
Newcastle for new years eve
Newcastle for shopping
Newcastle for toddlers
Newcastle for students
Newcastle for new year
Newcastle for rent
Newcastle for sale
Newcastle for intermediaries
Insight #2 Motivation

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#7 Buzzsumo
Buzzsumo is a social media monitoring tool that
characterizes a keyword by the content shared and key
influencers.
How
1. Visit Buzzsumo and search Newcastle
2. View results by top content and top influencers

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xxxx
How
xxxx
Insight #1 No
content of any
relevance of use

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Insight #2
Influencers all
Newcastle-based

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#8 Iconosquare
Iconosquare, formerly Statigram, is a basic tool to filter
Instragram and surface content based on hashtags or
keywords.
How
1. Visit Iconosquare and log on with your Instagram
account
2. Search keywords and hashtags for indication of culture
and society

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Insight #1
Landscape
Insight #2 Music
events and gigs
Insight #3 Retail

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#9 Topsy
Topsy is a social media monitoring tool that identifies
influencers around a topic. Its like Buzzsomo but provides a
greater level of granularity.
How
1. Visit Topsy and search Newcastle
2. Page through the results looking for interesting people

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Insight #1 Football,
media and bloggers

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#10 Facebook Ad Insights
Use Facebook Ad planner to build a campaign and
characterize the potential audience.
How
1. Log onto Facebook and create an ad campaign
2. Use the variables from prior planning process to target
the campaign

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Insight #1 Potential
public or audience of
1.2m people

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#11 Twitter
Popular online social network for short messages. Mobile
and news driven.
How
1. Visit Twitter and log in with your account details
2. Use advanced search function to interrogate
influencer, hashtags, keywords and conversations

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Insight #2 Strong
Twitter community

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Insight #2 Football,
university and
airport

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#12 Followerwonk
Followerwonk enables you to search Twitter bios by
keywords and return results based on networks, followers
and social authority score.
How
1. Visit Followerwonk and log in with your Twitter details
2. Search by bio location and keyword

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#2 High profile talent
and influencers from
Newcastle
#1 Strong Twitter
community in the
City

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#13 Echosec
Echosec is a location based social media monitoring tool
that extracts location meta data from social media posts
and serves the results overlaid on a Google Map.
How
1. Visit Echosec and select demo options
2. Search by postcode and mark an area to interrogate

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Insight #1 Limited
insight above and
beyond other tools

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#14 Marketing Grader
Marketing Grader is a service from Hub Spot that
characterizes website marketing performance.
How
1. Visit marketing.grader.com and enter the URL of the site
you want to review
2. Scrutinize blogging, social media, SEO and lead
performance

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Insight #1 Social
media activity
Insight #2
Authoritative
inbound links

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Insight #1
Combination of
blogs and traditional
media

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Insight #1
Significant Twitter
community

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#15 Boardreader
Boardreader is a search engine for message boards and
online communities.
How
1. Visit Boardreader and search by keyword
2. Scrutinize results, and related popular topics

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Insight #1 Limited
insight. Airports,
students and football
club key topics

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#16 TripAdvisor
Destination website and app for travel deals and reviews.
How
1. Visit TripAdvisor
2. Take a consumer eye view of hotels, restaurants and
attractions

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Insight #1 Locations
are half of top
properties

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#17 YouGov Profiler
YouGov Profile is a segmentation and planning tool for
agencies and brands based on YouGov consumer
research.
How
1. Visit YouGov Profiler and search for leads
2. Explore consumer profile and data that is returned

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Insight #1 Female
25 to 39 years-old
Insight #2
Disposable income
of £125 to £499

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Insight #1 Digital
native

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#18 Office for National Statistics
The Office for National Statistics collates data about
statistics related to the economy, population and society of
England and Wales.
How
1. Visit Office of National Statistics
2. Look up data and reports related tourism

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Insight #1 Boom in
travel to London for
overseas visitors
Insight #2 Locations
of overseas visitors
to the UK
Source: 16.8m overseas visits to London in 2013, up 43.5% in 10 years - http://wadds.co/1yBQ8fm

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Insight #1 The
market for so-called
staycations remains
strong
How does the UK economy affect where the British go on holiday? - ONS - http://wadds.co/1xAxK85

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Research Summary 1
1. The market for staycations is strong (ONS)
2. The customer journey for short UK breaks starts with
awareness and is closed with data capture (Google)
3. Word-of-mouth and previous experience critical to
decision making process (Google)
4. The Newcastle experience (various)
 How to get there, where to stay
 Football and landscape
 Universities, student population

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Research Summary 2
5. Potential Facebook audience of around 1.2 million
people (age: 18-40, interest: travel and behaviour: freq.
travel) (Facebook)
6. January, July and August are peak periods for short
breaks to Newcastle (Google)
7. Newcastle/Gateshead could be a potential partnership
opportunity (Various)
8. Active Twitter community. Key influencers: airport, NUFC
and Newcastle University

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Thank you

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Public relations
planning exercise
How do we get people to visit Newcastle?
Stephen Waddington
Visiting Professor, Newcastle University
wadds.co.uk @wadds