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Managing reputation in a multi–channel
worldJon Munro, Visit Wales Jason Ryan, iCrossing
Tom Hall, Lonely Planet
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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
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A Challenger Brand
Lighthouse identityThought leadership in categoryDo one thing and over do it
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Consumers are becoming increasingly empowered
What they are saying is shaping your brand
They are being turned off by one way communication
Our world
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Branding online has become“reputation management”
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ChallengesContent SocialisationIntegrationEvaluation
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Content
Source | flickr | davidking
Our content hungry web presence
A community of content producers and consumers
Offer something to line up against
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Source | flickr | DeusXFlorida
Socialisation
Conversation culture
Learning to live within it
Success is the earned media space still needs to be earned
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Source | flickr | purplemattfish
Integration
Online media does not replace offline media
Same rules still apply – Awareness to Advocacy
Multichannel is best
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Source | flickr | Julia Manzerova
Evaluation
Quality of content network
Conversation sentiment
Beyond site traffic and site conversion
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The DMO opportunityBuilding on authorityAdding credibilityWrapping in the brand
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Our brand. Our point of view Evolving the campaign propositionRedefining the brand’s point of view
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The ‘Proper Holidays’ Manifesto
24 daysJust 24 precious days of holiday a yearWe’d hate to see you waste themTake a holiday that means something,Where working on your sense of adventure, Is more important than working on your tanWhere you get value for timeAs 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 liloCome and admire our stunning scenery by all meansBut we’re so much more than a pretty faceDig deeper, get stuck inTo see and feel and do and try and taste for yourselvesWhat proper holidays are really about.
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Our digital journeyWhat have we done?What did we learn?What next?
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CustomerJourney
EmotionalJourney
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Drive awareness through:Seasonal and planned activity - campaignsOpportunistic amplification – existing attention
Driven advocacy through:Conversational content - Owned & earned mediaUsing that drive awareness and engagement
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ContentOwned media Bought mediaEarned media
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AmplificationUsing events
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100,000
75,000
123
No. of Unique monthly visitors to London blogs
Number of twitter followers associated to those blogs
No. of retweets
80,000No of views on our facebook page
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SocialisationEarned media
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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
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
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IntegrationCultural changeContent strategy
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The Big Idea
TVPrin
t
Digital Channels
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Targeted engagemen
t
Crowd sourcingContent development
Community development
Creative and paid media amplification
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Visit Wales
North Wales
South West
WalesSouth East
Wales
Mid Wales
AngleseySnowdonia
Borderlands
Llandudno
Swansea
Carmarth
Pembs
Valleys
Glamorgan
Cardiff
Wye Valley
Mid
Wales Brecon
Ceredigion
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EvaluationDrowning in dataMeaningful insightsUniversal metrics
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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
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About iCrossing
1. Global digital marketing agency2. Specialist in travel sector3. Working with Visit Wales since April2010
1.Digital strategy2.SEO3.Paid Media4.Content and social
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Approach
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Holiday Visit Wales 8th Visit Wales 43rd Breaks
Visit Wales 42nd Visit Wales 39th ActivitiesInformation
Research: Benchmarking and opportunity analysis
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Research: Seasonality analysis
Q1 Q2 Q3 Q4
Activities
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Research: Site profiling
How connected they are in their network (links obtained from network neighbours) How large their audience is (traffic) Google PageRank URL mentions in Google Number of Google Blog Search links How engaged its audience is (3rd party bookmarking, comments) Content placement relevancy (High / Medium / Low) Type of content they produce (quality, context, freshness) Likelihood of advocacy
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Research: Network profiling
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Approach
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Strategic challenges
1. Integrating ‘always on’ approach with campaign-driven approach (across planning, program & evaluation)
2. Developing an on-going content and engagement strategy
3. Achieving buy-in across organisation
4. Demonstrating the value of digital marketing
5. Pilot programmes (Ryder Cup)
6. Sharing learnings and successes
7. Iterative approach to planning and evaluation
8. An Online Advocacy programme
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Quantifying people’s web use is complex...
A network of experiences...
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Awareness• Visits• Clicking on an advert• How long they stay there • “Bounce Rates”; whether
people stick around
“Do people know
about us?”
Actions•Rating something... •Leaving a comment...•Registering for something... •Watching a video... •Downloading something...•Signing up…•Bookmarking us•Following us
“What are they doing when
they find us?”“How do they
feel about us?”
Advocacy• Expressing opinions on blogs and forums • Content recommended /
forwarded • High profile bloggers posting about us • Attitudes changing
Evaluation Framework
User-centric framework
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User-centric framework
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Evaluation Framework
Aligning with Visit Wales KPIs
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A
Advocacy Metrics“How do they
feel about us?”“How do they
feel about us?”
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A
“What are they doing when
they find us?”Action Metrics“What are they
doing when they find us?”
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A
Awareness Metrics“Do people
know about us?”
“Do people know
about us?”
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Engagement scorecard
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Engagement Framework Benchmark slide
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Engagement Framework Benchmark slide
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Digital Planning
Advocacy into Awareness
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Customer Lifecycle
CustomerJourney
Build Emotional Brand/ Appeal
•Broadcast media•Digital advertising•PR•Tactical brand messaging
Stimulate Advocacy
•Understand Brand and Product networks
•Content and engagement strategy
•Evaluation
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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
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Targeted engagement initiatives
Online engagement initiatives centred on core products and aligned with brand campaigns
– Active Participation
– Inspiration
– Exploration
– Local Recommendations
– Welsh Icons
– Map as platform
Sustainable curated resource ofcontent, community and advocacy
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Real-time evaluation
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Increasing importance of social signals
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Next steps…
1. Aligned KPIS with digital evaluation framework2. Benchmark and set targets3. Brand Campaign involvement4. Inform development of Visit Wales platform5. Early days, promising future
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Lonely Planet – who is we?Tom HallHead of Communications, Lonely Planet
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Web 1.0 – and we love it
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