A Digital Marketing Strategy - Monaco Convention Bureau (MICE sector)
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Transcript of A Digital Marketing Strategy - Monaco Convention Bureau (MICE sector)
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VisitMonaco Mice Group
Thomas Lyseggen
Christiaan Barnard
Gregory Meynaud
Robert Langereis
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Agenda◼Benchmark
◼Method & structure used
◼TOWS
◼Situation
◼Objectives
◼Strategy – Tactics – Actions
◼Control & KPI’s
2.
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Barcelona Convention Bureau
◼Barcelona is the fourth most preferred destination in
the world* (2013-ICCA)
◼International congresses such as: EIBTM and Mobile
World Congress.
◼EIBTM is the leading global event for the meetings,
incentives, events and business travel industry (MICE)
3.
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities
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Barcelona Convention Bureau
◼Twitter: “Only” 1644 followers, no separate page, several posts a day, few
followers, but “rich” on content.
◼Facebook: 25.000 fans, no separate page, rich content, strong interaction
◼Linkedin: No page, if you search them you go to EIBTM page (positive)
◼Lack of consistency in brand name on each platform {TW: Barcelona Turisme,
FB: Visit Barcelona…}
4.
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Vienna Convention Bureau
◼Vienna is the third most preferred destination in the world* (2013-ICCA)
◼The Vienna convention bureau sells its city as the perfect destination by emphasizing:
◼Central Europe’s leading conference city.
◼Offer services free of charge.
◼Excellent congress infrastructure.
◼High standard of conference support services.
◼Several famous cultural attractions.
◼Support initiatives and projects - green meetings, sustainability and CSR
5.
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Vienna Convention Bureau
6.
◼Twitter: Separate page (b2b.wien.info ), only in German, 2953
followers, several posts a day, no idea on content
◼Facebook: No separate page (part of wien.info), 31K fans, great
content! (for MICE..)
◼Linkedin: Separate page (Vienna Convention Bureau), 184 followers,
last post… 7 months ago…
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Prague Convention Bureau
◼Prague is the eleventh most preferred destination in the world* (2013-
ICCA)
◼ “Inspiring” (‘The people of Praque understand me’- W.A. Mozart)
◼ “Connecting” (‘The crossroads of Europe’- The heart of eastern europe. Very safe!)
◼ “Accessible” (having 58 airlines, that fly to 121 destinations in 43 countries)
◼ “Traditionally modern” (venues for all styles and tastes: from modern to traditional)
◼ “High value for money” (High quality infrastructure with affordable prices for
accomondation, food/drinks and activities)
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities
7.
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Prague Convention Bureau
◼Twitter: Separate page, only 115 followers several posts a day, but
linked to facebook….
◼Facebook: Separate page, 489 fans, great content! (for MICE..)
◼Linkedin: Separate page, 253 members, closed group
8.
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Visit Berlin Convention Office
◼Berlin is the fifth most preferred destination in the world* (2013-ICCA)
◼Berlin is champion regarding growth rates
(2013: annual growth + 8.2 % in overnight stays).
◼Turnover x 2 in 10 years: the tourism and convention industry in
Berlin reached (in 2011) a record turnover of 10.3 billion euro – the
figure has doubled within past ten years.
◼2013: More than 11 million visitors and 26.9 million overnight stays.
◼Approx. a quarter of all hotel over- night stays are those of
conventions guests.
9.
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities
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Visit Berlin Convention Office
10.
◼Twitter: No separate page, only 8290 followers several posts a day,
◼Facebook: No separate page, 26K fans, great content! (for tourists…)
◼Linkedin: Separate page, 111 followers. No content…
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Lisbon Convention Bureau
◼Lisbon is the ninth most preferred destination in the world* (2013-ICCA)
◼Location: Lisboa is located 1-3 hours from most major European cities, and 5-8 hours from the US.
◼Competitive prices: Cost of living is lower than in most Europe , most competitive accommodation rates
◼Friendly: very tolerant city; “We make people feel at home”
◼The City Resort: Lisboa is the only European capital with sandy beaches 20 minutes away from the cobbled stone city centre
11.
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities
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Lisbon Convention Bureau
◼Twitter: No separate page, several posts a day, few followers, but
“rich” on content.
◼Facebook: No separate page, lot of followers,
◼Linkedin: (Merger of both), not updated, no logo, no name
consistency.
12.
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SOSTAC 13.
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14.TOWS
Strengths:
Economy:Stableanddiversified
economicplatform,attractingindividualsandentrepreneursfromallovertheworld.ThePrincipality:Reputation,accessibility,climate&beautyoftheprincipality.
Weaknesses:
Problemofperception:SomepeopleandcompaniesfindMonacofrighteningduetotheglamorousandluxuriousimage.
Opportunities:Betteruseofsocialmediaplatforms.Growingsectorsofluxuryandeco.
SOStrategies:UsesocialmediatopromotetheenvironmentofthecountryandMonacoasaEuropeanbusinesscentre.
WOStrategies:Buildontheluxurious(andeco)imageofMonaco,soitbecomesstrengthratherthanweakness.
Threats:VerygoodMICEdestinationsinEurope(andFrance).14/20toprankeddestinationsforMICEareinEurope.
STStrategies:Usethestableeconomicimagetomakeitasauniquecityinordertocounterthecompetition.
WTStrategies:FocusonthegoodnicheofMonaco(Nicecountry).Luxury,fashion,sports,motorsportindustry,fashion,gamblingetc…
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REACH & ACT
◼Situation analysis
◼Objectives
◼Strategy
◼Tactics
◼Action
◼Control
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16.
Situation analysis
◼No differentiation VisitMonaco & MICE
◼No clear branding
◼No digital strategy
◼Difficult to find (SEO/SEA)
◼No social (no strategy)
◼Direct competitor: Monaco Convention Hotel (Brasil)
◼NO MOBILE
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Objectives
Reach customers/companies (decision
makers)
Have clear communication & branding of
MICE & make use of current image (positive
side)
Attract new industries (Luxury & Green
sectors)
17.
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BerlinHealthcare & services 15
Fashion/design/lifestyle 8
IT/Media/Communication 5
Business & strategy 4
Education 4
Travel 2
Heavy industry 2
Spirituality & Religion 2
Politics & economics 2
Unknown 8
52
ViennaHealthcare & services 13
Science 6
Politics & economics 5
IT/Media/Communication 4
Heavy industry 5
Fairs & exhibition 2
Travel 1
Law 1
Toys 1
Unknown 4
42
LisbonHealthcare & services 13
Science 8
IT/Media/Communication 7
Education 2
Politics & economics 2
Environmental/green 1
Travel 1
Design 1
Sports 1
Unknown 4
40
PragueHealthcare & services 13
MICE 5
Travel 4
Finance 4
Religious 3
Science 3
Education 2
Heavy industry 2
IT/Media/Communication 1
Environmental/green 1
Design 1
Toys 1
Unknown 4
40
MonacoLuxury 5
IT/Media/Communication 4
Art 3
Ecological 2
Gastronomy 2
Decoration & design 2
Insurance 2
Night life 2
Fashion 1
Culture 1
Literary 1
Games 1
Unknown 4
26
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Branding – MICE Visit Monaco
Strategy: Monaco Convention Bureau!
Tactics: Landingpage (friendly URL, sector
tabs) => the owned digital hub of MICE
Monaco
19.
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SEO + SEA
Tactics:
• SEO: Website structure, landingpage, Google Maps, Google +
(+Linkedin +Facebook), Mobile, etc.
• SEA: target competitors, main keywords, Monaco Convention
Hotel (Brasil)
20.
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Google + (& Google services)
Google+
Google maps
YouTube – pre-roll
(GDN network)
21.
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Social Media
22.
Strategy
Google+
Tactics
Post industry content
Trends and experts
Fact & Figures
Need to knows
Integration
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Social Media - Example
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Mobile
24.
Strategy
Mobile Website
Tactics
No application
Responsive mobile design
Social Implementation
Customer Service
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25.
Strategy
Email Campaign
Tactics
Follow up emails
Personalized
Newsletter Subscriptions
Template that matches new branding
Localization
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◼Keyword
◼Name everything (Image, text, content)
◼Compare and adapt
◼Relevant title and page headers
◼Develop a good structure (Use sitemap)
◼Friendly Url
Website Optimization
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◼Subject Line : grab the reader’s attention
◼Sender Name : Build trust and privacy
◼Personalization : make them feel unique
◼Image : Appealing
◼Call-to-Action :You want your readers to click through and convert
◼Social Sharing Links : to encourage your readers to share your content
◼Unsubscribe Link : make your open rates and click-through rates more accurate
Email Optimization
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Control (KPI’s)
Social media
◼ Google +
Website
◼ Unique visitors
◼ New visitors
◼ Time on site
◼ Conversion rate
29.
Emailing
◼ Delivery rate
◼ Open rate
◼ Click through rate
◼ Conversion rate
◼ ROI
◼ Unsubscribe rate
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Thank you for your attention
Any questions ?
30.