Econsultancy Digital Shorts | Destination Marketing - a content marketing story?
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Transcript of Econsultancy Digital Shorts | Destination Marketing - a content marketing story?
29th November 2012
Digital Shorts #econshorts
Destination Marketing A content marketing story?
Jon Munro
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So, a little bit about me
@ flyjon
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Source | Flickr | lucyparry1
Selling places is a content led business … What does true integration look like? How does content strategy help join things up? How can you make things happen? The big opportunity for destinations …
The Visit Wales Story
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Source | Flickr | lucyparry1
More than a content marketing story!
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A Content Led Business
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Change You know this stuff!
71% of travellers use search as part of the planning and booking process Source : Google (2010)
82% prefer consumer reviews over a hotel’s description of itself Source : Forrester (2006)
One quarter of US 18-34 year olds use mobile and tablets when booking air tickets Source : Amadeus (2011)
Social
Mobile
Search
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People of the screen The “and” economy
Conversation culture over information culture
Learning to live within the earned media space
Convergent lifestyles and hyper collaboration
Source | Flickr | DeusXFlorida Reference | www.mediafuturist.com
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Enter the Tourist Board Land of contrasts Something for everyone Fun for all the family Whatever you’re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend
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Content is all we have and have ever had!
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The content a brand creates is everything A world where
the content a brand creates is everything
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Targets, Objectives and Strategy Delivering £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
“Those people who have not yet considered wales”
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Destinations have embraced social
Source | Capetown Tourism | Industry News
Listed as one of the the world’s Most Influential Tourist Boards and DMO by Influencers in Travel.
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It represents an important channel
By summer ‘12 almost 253K likes on Facebook of which 2,357 were talking about Cape Town. 12,840 Twitter followers
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A platform for sharing content
By summer ‘12 a total of 1,233 Flickr members and a shared pool of 25,538 images. The You Tube channel had 506 subscribers and has accumulated 272,783 video views so far
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Connecting and engaging advocates
Based around twitter and the hashtag #makesmeirish the campaign brought the Irish Tourist Board an audience in the UK of 3.4 million. 33,000 people participated.
The campaign won the Best Use of Social Media category at the London Travolution Awards.
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Crowdsourcing credible content
The myNZ competition asks Kiwis and visitors to submit images and video in return for entry into a prize draw for flights to New Zealand
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Curating destination content The Canadian Tourism Commission (CTC) has developed a ‘Canada’s insider blog’, the main feature on the commission’s reformatted media website.
The revamped CTC Media Centre homepage is designed as a “social media hub” featuring live Twitter and Facebook feeds, plus a video of the week, the blog, Canada info and story ideas sections.
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Supporting brilliant ideas!
Source | The Wanderlust Report | Queensland: Social Media or Integrated Campaign?
The campaign delivered over 8 million unique visitors who were spending on average 8 mins on site
A total of 34,680 job applications were received
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Trust Control Scale
But social comes with challenges
November 2012 | Digital Shorts | 20 15 February 2011 | Course Title | 20
What does true integration look like?
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Thinking beyond paid media
Source | iCrossing | Slideshare
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Develop themes and tell a story
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Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk
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Identify where the opportunities lie
Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
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Little presence either directly or indirectly
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Useful and engaging content on our site
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Getting our engaged users involved
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Develop creative and credible content
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Reach out, place content and widgets
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Find suitable partners and engage them
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Maintain momentum
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Positions 1-1:
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Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
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Increasing share of relevant traffic
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Google UK Search Term Interest for 'Romantic Breaks'
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Comparing brand and non brand traffic
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Rinse and Repeat “Useful, engaging and sharable (sometimes community created) content placed in the environments where people were already discussing holidays and breaks. Linked back to pages on the Visit Wales website – providing more in depth information but also supporting natural search visibility”
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The Big Idea
Awareness Advocacy
Scale
Targeted engagement
Crowd sourcing
Content development Community development
Creative and paid media amplification
What about paid media?
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Activity on facebook
Piers invite goes live
Piers is on TV VOD / Online / FB Ads
Piers trip Radio/ DOOH
FB Ads
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So what happened? 70%+ saw the campaign
100k got involved
196 video invites 19,000 facebook followers 128,000 requested views of content 11,500 subscribers, 37,000 brochures 34m UK Adults Reached Contribution to over £100 million of additional visitor spend during 2011
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Source | Flickr | lucyparry1
Joining things up across the agency team Scaling our efforts across owned and earned Taking a longer term view to planning
So, where are we?
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Why does content strategy help join things up?
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The ubiquitous marketing funnel
Source | Forrester (2007)
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Complexity and off site engagement
Source | Forrester (2007)
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Right content Right person Right device Right time Right action
Source | Flickr | Discover Carmarthenshire
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Strategy
Content
Adapted | Brilliant Noise (2012)
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Objectives for content
Useful Engaging Findable Sharable Authority Credibility
Digital Outputs
Business Outcomes
November 2012 | Digital Shorts | 47 15 February 2011 | Course Title | 47
How do you make things happen?
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Five things we learnt along the way
Develop themes in line with the brand story you are trying to tell. It will help you innovate, deliver more than the sum of the parts and support consistency across your communications.
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Five things we learnt along the way
Deliver those themes across multiple channels. Develop conversations and buzz in the short term that help support the longer term and associated strategy. Search visibility is a good example.
Use paid media to amplify your efforts …
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Five things we learnt along the way
Leverage existing content assets and repurpose the assets you develop for delivery across multiple channels.
Create once. Publish everywhere. COPE!
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Five things we learnt along the way
Commit budget with clear objectives behind it. Think findable, sharable, engaging but above all useful. Leave a bit aside for experimentation. Continue to test and learn. Take calculated risks.
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Five things we learnt along the way
Success in digital is often about the sum total of many small parts. It requires a close working relationship between your internal team, agency teams and anyone else you work with.
Create an environment for that to work!
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Organisational Change
In fact it’s more than that. Mindset change!
Not just channels. It’s people. It’s agencies. It’s organisations
How do we drive change? Source | Flickr | UggBoyUggGirl
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Content Maturity Model
Awareness Analysis Articulation Organisation Optimisation
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1 Awareness
Content Maturity Model
You realise you have a problem! Invested in technology and channels Focus on products and services
Which content do I need to produce?
Adapted | ariad.ca
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2 Analysis
Content Maturity Model
Fixing problems with content … Testing things with inconsistent results Looking to different departments
How do we align ourselves to the customer journey?
Adapted | ariad.ca
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3 Articulation
Content Maturity Model
Customer journey mapping … Seeing value in customer centricity Working across channel and product silos
How do we put content as the heart of strategy?
Adapted | ariad.ca
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4 Organisation
Managing content properly Hire new skills and define new roles Measure and optimise in real time
How do we really resource this properly?
Adapted | ariad.ca
Content Maturity Model
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5 Optimisation
Your leaders “get it” and resource it … Content critical to articulating brand Developing entirely new business models
You’ve made it J
Adapted | ariad.ca
Content Maturity Model
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So, what is changing?
From To Understanding Superficial Deep Communication Monologue Dialogue Budgeting Channel-led Conversation-led Marketing Campaigns Programmes Organisation Product-centric Customer-centric Results Random Sustainable
Source | ariad.ca
November 2012 | Digital Shorts | 61 15 February 2011 | Course Title | 61
What is the big opportunity for destinations?
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Piloting an approach on Flickr
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#sharewales
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A platform for curating and distributing great destination content
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But one where we invest in adding content value
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But one where we invest in adding content value
And built on a data driven content specification
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Final thought
“Collaboration is increasingly becoming the business model of the future. Whilst not impossible, it is going to become increasingly difficult to achieve things on your own. The smartest stuff is often proudly found elsewhere”
Gerd Leonhard, Media Futurist Share it. Embrace it. Add to it. Make it better
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