Managing reputation in a multi–channel worldJon Munro, Visit Wales Jason Ryan, iCrossing

What are “we” trying to do?Maintain £3.5 billion contribution to economy

Improving Wales’ reputation on the world stageAddressing persistent stereotypes

Budgets and Results ~£5 million per annum ~£60 million in additional value

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

Destination Branding online has become“reputation management”

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

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

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?

Source | flickr | Julia Manzerova

Evaluation

Quality of content network

Conversation sentiment

Beyond site traffic and site conversion

Big opportunity for WalesBuilding on authorityAdding credibilityWrapping in the brand

AmplificationUsing events

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

Yes, social media is important

Country Facebook TwitterSpain 263,083 18,418Croatia 233,197 851Wales 126,286 4,739Ireland 81,873 4,530England 48,229 9,342United Kingdom

46,371 17,432

Netherlands 36,043 4,749Switzerland 20,351 33Greece 15,627 376Norway 11,581 4,591

Energise 2.0 Hamill and Stevenson (2010)

153,000Facebook fans

80,000Monthly active users

5,000+Weekly posts and comments

But, Integration is more important

The Big Idea

TVPrin

t

Digital Channels

The Big Idea

TV Social Media

Print e-mail

Direct mail

websiteOff site partnerships

The Big Idea

Advocacy and Legacy

Targeted engageme

nt

Crowd sourcingContent development

Community development

Creative and paid media amplification

The big opportunity for us Content really is king

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

ImplementationSEO

Paid mediaSocial media

Content

Research

Search trendsSocial media audit

Content profile

Strategy

Objective SettingTargets and KPIs

Evaluation frameworkPlanning toolset

iCrossing Approach

Holiday Visit Wales 8th Visit Wales 43rd Breaks

Visit Wales 42nd Visit Wales 39th ActivitiesInformation

Research: Benchmarking and opportunity analysis

Research: Seasonality analysis

Q1 Q2 Q3 Q4

Activities

Research: Site profiling

Influence Score

Earned Media Opportunity

EngagementUpdate frequency

Paid Media Opportunity

0

50

100

http://www.golfdigest.com/

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

Research: Network profiling

ImplementationSEO

Paid mediaSocial media

Content

Research

Search trendsSocial media audit

Content profile

Strategy

Objective SettingTargets and KPIs

Evaluation frameworkPlanning toolset

iCrossing Approach

Strategic challenges

1. Integrating ‘always on’ approach with campaign-driven approach (across planning, program & evaluation) 2. Developing an on-going content and engagement strategy3. Achieving buy-in across organisation4. Demonstrating the value of digital marketing5. Pilot programmes (Ryder Cup)6. Sharing learnings and successes 7. Iterative approach to planning and evaluation8. An Online Advocacy programme

Quantifying people’s web use is complex...

A network of experiences...

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

User-centric framework

Evaluation FrameworkAligning with Visit Wales KPIs

A

Advocacy Metrics“How do they feel

about us?”“How do they feel

about us?”

A

“What are they doing when they

find us?”Action Metrics“What are they doing when they find us?”

A

Awareness Metrics“Do people

know about us?”

“Do people know about us?”

Engagement scorecard

Engagement Framework Benchmark slide

Engagement Framework Benchmark slide

Digital PlanningAdvocacy into Awareness

Consider Wales

Interest to visit

Planning visit

Book visit

Travel/visit

Return home

Share

Advocate

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

Walking

Personal blogs

Holiday providers

Forums

Societies/organisatio

nsResources

Regions/regional walking

Publications

Leverage existing online communitiesConversationSeveral large and active forums

Comments and discussion on news and blog posts is frequent

SharingParticipants want to share experiences

so others can benefit, particularly routes and photography

ParticipationThe community is open to participation,

photo and route competitions

Site owners often review equipment and other products

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

Real-time evaluation

Increasing importance of social signals

On the train conclusionsSupporting organisational changeDriving real integration Helping develop the content

strategy