Land & Wave
15
DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub [email protected] @schooloftourism | @philipalford #DDBU
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Land and Wave’s key aims were to make it easy for customers to find and contact them; to present SIMPLE information; and to raise profile of activities and make it easy for customers to advocate/ talk about the operation. This included improved web presence, better branding, improved opportunities for customer engagement and user generated content, and links to review/referral sites.
Transcript of Land & Wave
DIGITAL DESTINATIONS
Dr Philip Alford Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest www.slideshare.net/DigitalHub
@schooloftourism | @philipalford
#DDBU
Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University,
with an overarching aim to:
‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy.
Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and
develop new products and services that will provide an enhanced experience for visitors to their destinations’
The businesses benefited from 4 workshops which covered: Background to on line marketing
Individual Business objectives
Developing the strategy
Measuring impact
Reporting outcomes via case studies
All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
The following presentation is the case study provided by Land and Wave.
Land and Wave’s key aims were to make it easy for customers to find and contact them; to present SIMPLE information; and to raise profile of activities and make it easy for customers to advocate/ talk about the operation. This included improved web presence, better branding, improved opportunities for customer engagement and user generated content, and links to review/referral sites.
Digital Marketing 2013 Onwards
www.landandwave.co.uk – ‘Parent Site’
www.dorsetcoasteering.co.uk
www.dorsetkayaking.co.uk
www.dorsetbushcraft.co.uk
www.dorsetadventure.com – ‘Satellite Sites’
www.coasteeringindorset.co.uk + www.bournemouthstagactivities.co.uk – Historic sites
(In order of effectiveness...)
Trip Advisor
You Tube
Blog – currently being reviewed/ updated
Twitter – Historic/ no investment planned
Visitors last month, www.landandwave.co.uk – 2800 (+20%)
Visitors last month, all other sites – 700 (+20%)
Traffic: 50% organic, 25% referral, 25% direct
Key words (in order) – Land & Wave and Variations (450), Coasteering (100), Dorset Coasteering (100).
Referral... Facebook (220), Satellite Sites (220)
Direct...
Everyday email traffic (almost all)
Strengths Search Rankings for all key words e.g ‘Dorset
Coasteering’
Quality of website compared to competition 1, 2, 3 Trip Advisor, approx 3 times the reviews of
competition.
Quality and speed of response to enquiries, especially compared to the competition.
Being bloody good at what we do.
All staff understand the importance of presentation, communication and feedback, everyone strives for reviews, videos etc.
Focus of digital marketing To make it easy for customers to find us
To present SIMPLE information
To make it easy for customers to contact us
To better establish the companies ethos of ‘Adventure for Good’
To make it easy for customers to advocate/ talk about us
• Increase visitors 20%
• 250 + ‘excellent’ reviews on trip advisor
• Dominate Google, ideally occupying 4 out of 5 of top Google rankings across all key search terms.
• Increase free resources and information online, encourage teacher traffic.
• More clients, more profit, more fun.
Strategy 6 – 12 months Budget for 10 hours of web updates per month,
equivalent of 4 new pages or major revamp of current pages.
Push, push, push Trip Advisor
Maintain Facebook updates by restricted staff.
Ignore twitter
Distribute free SD cards to encourage client video/ photo sharing.
Constantly adapt and improve photos and videos
We’re going to focus on constantly generating new and improved content
We will support our own websites with trip advisor, you tube and, to a lesser extent, Facebook
We are going to make it really easy for clients to talk about post experience (video, images etc).
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
@schooloftourism | @philipalford
#DDBU
