Norburton Hall was active in social media terms, but wanted to improve ‘online presence both in terms of depth and breadth’. Their focus was to improve social media activity, increase hits on their website and to increase routes for customer engagement; their starting base measurement plans and targets made it easy for them to assess activity instantaneously. They were keen to find a way of measuring more aspects of social media activity. Once introduced to Google Analytics they have been able to fine tune activity and can now engage in setting more meaningful KPIs.

1. DIGITAL DESTINATIONS
Dr Philip Alford
Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest
www.slideshare.net/DigitalHub
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU

2. 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’

3. 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/

4. The following presentation is the case study provided by Norburton Hall
Norburton Hall was active in social media terms, but wanted to improve ‘online
presence both in terms of depth and breadth’. Their focus was to improve social
media activity, increase hits on their website and to increase routes for customer
engagement; their starting base measurement plans and targets made it easy for
them to assess activity instantaneously. They were keen to find a way of measuring
more aspects of social media activity. Once introduced to Google Analytics they have
been able to fine tune activity and can now engage in setting more meaningful KPIs.

5. Digital Destinations Project:
Norburton Hall
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

6. Background
4 and 5 star gold award winning holiday cottages
accommodating up to 24 guests.
Special characteristics:
• Tranquil surroundings of a country house estate.
• 6 acres of gardens with mature woodland.
• Main house features Arts and Crafts Movement.
• In a picture book village on the Jurassic Coast.
• Pubs, beach with café and village shops all within
easy walking distance.
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

7. Where were we?
At the beginning of the project, in January 2013.
Website - 7 years old and in the process of being
updated.
Social media - 18 months experience:
• Facebook 100 likes
• Twitter 500 likes
Student’s strengths were in SEO.
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

8. Where did we want to be?
To improve our online presence both in
terms of depth and breadth.
• Increase Facebook likes by 50%
• Increase unique visitors to website by
10%
Objectives were to be achieved between
January and June 2013
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

9. What did we achieve with Facebook?
• Increased Facebook likes by 45%
– Grew genuine ‘Likes’ naturally rather than through
short-term incentives and fully adhered to FB
rules (i.e. no competitions).
– Offered discounts using email, Facebook and
Twitter encouraging people to engage on
Facebook.
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

10. What did we achieve with the
new website?
Aim: Increase unique visitors by 10%
• Bookings increased by 33%.
• New website launched wk 3 (18th Feb).
• Improved analysis – installed Google Analytics.
0
50
100
150
200
250
300
350
400
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Unique Visitors
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

11. Bonus achievements
• Set up Pinterest
– http://pinterest.com/norburtonhall/
• Reasons
• High visual appeal
• Easy to maintain
• Linked with our Twitter account
• Added an online booking button to our Facebook
page.
• Set up YouTube account
– Youtube.com/NorburtonHall
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

12. Next steps?
• Blog
– need technical advice to link to website.
• Updating
– best sources of information, in terms of time
effectiveness and reliability of sources.
• Maintain links with university
– webinars, networking events and
lectures/seminars.
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

13. More about Norburton Hall:
• Address: Norburton Hall, Shipton Lane, Burton
Bradstock, Dorset, DT6 4NQ
• Telephone: (+44) 01308 897094
• Join us on:
– pinterest.com/norburtonhall/
– linkedin.com/company/norburton-hall
– flickr.com/photos/norburtonhall
– vimeo.com/45089723
– youtube.com/NorburtonHall
• Book online at www.norburtonhall.com
www.norburtonhall.com
info@norburtonhall.com
facebook.com/NorburtonHall
twitter.com/norburtonhall

14. For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU