icrossing summit 2014 | data driven content for destination marketing
DESCRIPTION
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?TRANSCRIPT
Source | Instagram | @flyjon
Content-led Destination Marketing
Jon Munro | @flyjon | Visit Wales
Source | Flickr | lucyparry1
Of course Wales is better than Cornwall!
Source | Flickr | lucyparry1
Wales is less front of mind than the West Country Our target market loves the West Country more than Wales They are more likely to recommend the West Country And the West Country attracts a higher spending visitor L
But, actually it’s not! (at least in the eyes of the consumer)
Maybe Wales is a true “challenger” brand?
A world where the content a brand creates is everything
Content is all we have and have ever had!
Targets, Objectives and Strategy Influencing circa £190 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
Targets, Objectives and Strategy Influencing circa £190 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
“Those people who have not yet considered Wales”
Source | Flickr | lucyparry1
So, what works?
Thinking beyond paid media
Source | iCrossing | Slideshare
Develop themes and tell a story
Right content Right person Right device Right time Right action
Source | Flickr | Interbeat
Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk
Create useful and engaging content on our own site
Get our engaged users involved
Reach out and place content and widgets
Develop relationships with key partners
Develop creative and credible content
Maintain momentum in the run up to Valentines
0 5
10 15 20 25 30 35 40 45
Positions 1-1:
Positions 2-5:
Positions 6-10:
Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
Increasing share of relevant traffic
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50
100
150
200
250
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350
400
450
500
0
500
1000
1500
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Sear
ch In
tere
st
Visi
ts
Search Interest vs Organic Traffic (around target terms)
Diverse audiences (and needs) Integration and joining things up
Scale
But, there were challenges
Source | Flickr | lucyparry1
Data-driven content specification
Paid Media Audience Access
Integrated Marketing Support
Customer Centric Campaigns Data Driven Acquisition Strategy
Technical SEO & On Site Optimisation
International Development
Measurement & Reporting
Customer Insight
& Priority
Visit Wales CRM data
Experian research
data
Hitwise web
behaviour data
Website Analytics
3rd Party Audience
Data
Search Data
Site Traffic
+56% (year on year)
Business Outputs
~16% (year on year)
Source | Flickr | lucyparry1
Planning around audiences and themes
Source | Flickr | lucyparry1
Delivering scale and using paid media
Prim
ary
Obj
ectiv
e
Seco
ndar
y O
bjec
tive Awareness
Ensure that a large audience is made aware of Wales / Generate lasting Earned Media which will exist after the end of the campaign.
215,000 Individuals reached
Brochure Downloads
Ensure the new Visit Wales brochure is viewed by the maximum amount of people.
22,000 Engagements with the Brochure
3,000 Email Brochure Requests
+639% +31%
41 original posts
348,600 visits per month
13 original posts
78,252 visits per month
1:1:1 Split of Creative Castles, Bikes & Walking
£0.11 Cost per completed video view
Clicks
22,000+ 0%
5%
10%
15%
20%
25%
30%
25% 50% 75% 100%
% V
iew
ers
Rem
aini
ng
% Video Completed
40
Total reach:
2,416,626 impressions
£10.26 CPM
Prim
ary
Obj
ectiv
e
Seco
ndar
y O
bjec
tive Awareness
Ensure that a large audience is made aware of Wales / Generate lasting Earned Media which will exist after the end of the campaign.
426,852 Individuals reached (+99%)
Brochure Downloads
Ensure the new Visit Wales brochure is viewed by the maximum amount of people.
240,969 Engagements with the Brochure (+639%)
3,947 Email Brochure Requests (+31%)
Source | Flickr | lucyparry1
So, what next?
Right content Right person Right device Right time Right action
Source | Flickr | Interbeat
Wider transformation across the business
Is advertising dead? Probably not!
Source | Flickr | daniel0685
Source | Instagram | @flyjon
Content-led Destination Marketing
Thanks J