Digital Des*na*ons www.budigitalhub.co.uk

LinkedIn (digital des*na*ons group) www.pinterest.com/digitaldest h=p://www.slideshare.net/DigitalHub

ddp@bournemouth.ac.uk

@PhilipAlford | @SchoolofTourism

#DDBU

Aims - summary

To create a knowledge network for the crea;on and sharing of small business digital marke;ng

best prac;ce and knowledge.

To iden;fy the determinants of small business engagement with digital marke;ng.

60 businesses joined program

Accommoda;on Arts & Culture Conference & Events Educa;on & Outdoor Adventure ADrac;ons Retail DMO

Applica*on form Please tell us what par;cularly inspired/mo;vated you to

apply for this programme.

Having recognised the importance in the fast growing nature of digital/ online marke9ng, a key priority to us over the next 12 months is to focus on online marke9ng within our marke9ng strategy - making the most of the various online marke9ng

channels we currently use, as well as eec9vely implemen9ng new ones. This programme has come along at the perfect

9me to help us make the most of the opportunity.

First seminar needs analysis

1. Digital Olympians 2. Apps Fab 3. Online Crusaders 4. AppPren;ces 5. Digital Dragons 6. Social Maniacs

Developing the strategy Situa*on: where are we now? Objec*ves: where do we want to be? Strategy: how do we get there? Tac*cs: how exactly do we get there? Ac*on: what is our plan? Control: did we get there?

Student-Business

Student-Business

Student-Business

Par*cipant blogs

Final student reports Paultons Park (Georgi Oliver working with Rob Lee)

Feedback on campaign

To add 400 new followers in 7 days is a great result for us. When celebri9es have men9oned us before we have had added around 100-200 new followers depending on

their following. Naturally Paultons Park generate around 20-30 new followers per week

(Rob Lee, Digital Marke;ng Manager, Paultons)

Business digital plans

All plans uploaded to slideshare.com and being disseminated via social media. Here are a few examples: hDp://www.slideshare.net/DigitalHub/kingston-maurward-

gardens-and-animal-park hDp://www.slideshare.net/DigitalHub/highclie-castle-case-

study hDp://www.slideshare.net/DigitalHub/the-green-houses-ddp

Results & Analysis

Rich dataset comprising Applica;on form Focus groups Blog posts Marke;ng plans

Uploaded and analyzed within Nvivo Currently exploring the data to inves;gate associa;ons and develop ideas

Channels before and aVer

100%

30%

73%

33%

75% 80%

48% 45%

10% 15%

8%

53%

100%

40%

78%

23%

78%

88%

48% 50%

23% 28%

10%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Website Blog Email newsleDer

Google Adwords

TwiDer Facebook LinkedIn YouTube Pinterest Google + Foursquare TripAdvisor

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

Channel eec*veness

Measurement tools

0

5

10

15

20

25

30

35

Facebook Insights

Google analy;cs

Email analysis Trip advisor analy;cs

Tweet reach Social Sprout Mail chimp Blog analy;cs Hub sport marke;ng

Klout Other (only 1 respondent used this)

Skill level with analy*cs tools

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1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

10.00

Survey 1 Facebook Insights Survey 1 Google analy;cs Survey 2 Facebook Insights Survey 2 Google analy;cs

Key concepts

Why did you join the DDP?

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5

10

15

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30

35

40

45

Peer to peer learning & support

I believe that as groups within the project we can disseminate and learn from best prac;ce, and it will be very interes;ng from a professional perspec;ve to engage not only with students but

industry peers who share some of my own concerns and problems.

Online strategy

We have a great and innova;ve marke;ng strategy but seem to be falling behind with our digital strategy.

Goals for digital marke*ng

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Social media Use social media in a more eec;ve way to share the

experience of staying at the CoDage Lodge in a more tangible and personal way with prospec;ve customers

Like to make beDer use of Social Media

We must point out that we are skep;cal about the appropriateness of Facebook, TwiDer, LinkedIn!

Deciding which social media channels we should use for poten;al and exis;ng customers. Agreeing a social media

marke;ng plan, s;cking to it

Strengths of digital marke*ng

0

5

10

15

20

25

Social media - strength

We have grown our social media slowly focusing solely on people that genuinely want to support us and are genuinely

interested, rather than racing to gain followers and "likers". As a result, we have an online community that are truly interested in

us, what we have to say and moreover, in each other. New people join both communi;es daily.

Social media channels

Facebook

TwiDer

LinkedIn

Blog

YouTube

Pinterest

Adwords

TripAdvisor

Themes emerging

0

50

100

150

200

250

300

Market orienta;on Measurement Planning strategy and vision

Benets of digital marke;ng

Lack of knowledge and condence

Barriers Collabora;on

Market Orienta*on

Market Orienta*on

0

5

10

15

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25

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Targe*ng

It's mostly in like life stages really. We're looking atour major markets are either professional people who are stressed out and want to escape London and come to the countryside. And then others are newly re;reds, so empty nesters that are looking to enjoy life again, their freedom. And things that people would be

interested in will be say like good food or the natural environment, architecture, some culture, those sorts of things as

well.

USP because I agree with you, the whole email thing is important, everybody just sends emails all the ;me trying to sell you services, just delete, delete, delete. I don't even read them any more. It's very hard to get through. And occasionally somebody gets through with something a bit dierent and a bit interes;ng, or

an interes;ng invita;on.

surely you know more about every item in the museum than what is actually in there, so the person who created, why did he collect it, why did he create it,

what was the inspira;on behind that, and maybe thats the kind of content you want to share on Facebook

I really want an online presence that explains exactly who we are and

defines us correctly.

DO YOU HAVE A STORY TO TELL? SHARE IT ACROSS DIGITAL PLATFORMS

Customer conversa*on At Paultons Park we believe that whilst a return on investment

is important and the ability to measure, one of the biggest benets of using social media is being able to build long term rela;onships with customers that will develop and provide a

return on over ;me. Our twiDer project has proved this allowing us to increase our followers by 5% since February, many of which who are interac;ng with us now discussing new

experiences available at the Park like Peppa's Early Pass - a new opportunity that we recently tweeted about allowing visitors to enter the Park before it opens to the public and personally meet Peppa Pig and George. This in itself is a direct return for us.

(Blog post from Rob Lee, Paultons Park)

Measurement

Facebook

Google Analy;cs

TwiDer

LinkedIn

Blog

YouTube

Pinterest

Adwords

TripAdvisor

@KarlHavard

MeasurementinContext

FollowersFriends

SubscribersConnections

LikesReferrals

Click-ThrusOpen Rates

ViewsVisits

VolumeSearch Rankings

Brand Buzz

SentimentRe-TweetsMentions

LinksReviews

Shared comments

SalesDownloads

Paid SubscriptionsSubscriptions

Leads

Conclusion some issues Lots of informa;on on the why but liDle on the how Lack of ;me and human resource (the owner/manager syndrome - doing

everything) Inadequate IT skills Lack of marke;ng know-how - while small businesses have entrepreneurial skills

they lack the formal marke;ng knowledge required to plan eec;vely Lack of measurable goals for their digital marke;ng mainly due to being unaware

of the online metrics that can be set focus on end sales Lack of awareness of the customer engagement process and channels/KPIs that

apply at dierent stages of that process Related to point above, many small businesses not completely convinced of the

ROI on digital marke;ng Outsourcing some or most of their digital marke;ng without having a clear plan or

knowledge thereby losing control and insight

Key ques*ons / steps 1. Who are your customers and why do they buy from you? 2. Is the answer to Q1 reected in your sites? 3. Develop rich content (StoryTelling) and integrate channels intelligently 4. Distribute that content Listen, Watch, Visit, Stay, Experience, Share 5. Establish benchmarks for present marke;ng if possible by customer,

product area and channel 6. Build hypotheses for how you expect customers to engage with your

content in the future and review this as regularly as possible 7. Test the outcomes against what you expected and ask review not just on

your own! 8. Think in terms of engagement and conversa;ons and not just sales

remember the customer journey 9. Support plan with good customer database, thinking about reten;on and

referral and not just acquisi;on 10. Iden;fy personal skills gap and explore ways to ll it

Future opportuni*es with Bournemouth University

Webinars in November The Google Online Marke;ng Challenge Collabora;on between BU and Digital Visitor ESRC-funded Social Media event 8th November A small business digital lab (lab coats op;onal)

Social Experiences Facebook App Example Bournemouth Surf School

Upload, Share, Like

Social Experience is a Facebook Application that enables your customers

to

Upload their experiences with your business

Share these experiences with their friends and family

Like your Facebook page

43

How does it work?

Create a new tab and Plugin our App

into your Facebook page.

44

How does it work - Upload

We issue a branded email to your

customers asking them to add their

experiences

Tip

Adding a small incentive such as a prize

for the best experience each month, can

increase the response rate from 10% up

to 30%

45

How does it work Share

Your customers are prompted to share

their experiences with their social media

profiles, driving their friends, family and

connections back to your Facebook

page.

Tip

Your very best new customers, are the

friends and family of your existing

customers

46

How does it work Like

Finally, your customers are encouraged

to like your Facebook page

increasing your Facebook community

with your brand advocates.

47

ESRC Fes*val of Social Science 2013: Social Media: make or break

reputa*on

h=ps://esrc-tourism-socialmedia.eventbrite.co.uk

48

Other School of Tourism events Monday 4th - Thursday 7th November World Travel Market School of Tourism Bournemouth University Stand EM1203 hDp://www.wtmlondon.com/ Monday 4th November 2013 from 11.00 to 14.00 at the BTM Theatre, ExCel London WTM Technology enabling Travel organised by IFITT @ www.wtmlondon.com/IFITT-1 11:00-13:00 Gaming and Gamica;on in Tourism : opening a new Tourism Experience 13:00-14:00 The IFITT e-Tourism Curriculum Launch-Free learning material for the developing world IFITT@ World Travel Market 2013 hDp://iD.eventbrite.co.uk/ Facebook hDps://www.facebook.com/events/120171938153132/ Wednesday 6th November 2013 - BU Tourism Futures Forum @ WTM2013 World Travel Market, ExCeL, London, 13.00 to 15.00 Room: South Galley 25 + 26 hDp://BUfutureforum13.eventbrite.co.uk/ @ hDp://www.wtmlondon.com/ Facebook hDps://www.facebook.com/events/200931963402214/ Friday 8th November 2013 - 11.00 to 16.00 ESRC Fes;val of Social Science 2013 : Social Media: make or break your reputa;on eTourism Lab School of Tourism Bournemouth University hDp://esrc-tourism-socialmedia.eventbrite.co.uk/ hDps://www.facebook.com/events/515105315229266/ 21-24 January 2014 ENTER2014 Where Social Inspira;on meets Dynamic eTourism Innova;on hDp://www.enter2014.org/ Dublin

Thank You

Ques*ons?

Dr Philip Alford palford@bournemouth.ac.uk

@philipalford