Econsultancy Digital Shorts | Destination Marketing - a content marketing story?

Destination Marketing
A content marketing story?
29th November 2012
Jon Munro
Digital Shorts
#econshorts

@ flyjon

So, a little bit about me

| 2 November 2012 | Digital Shorts

Source | Flickr | lucyparry1

The Visit Wales Story

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 …


More than a content marketing story!


A Content Led Business

| |5 5 November 2012
15 February 2011 | | Digital Shorts
Course Title

Change
One quarter of US
18-34 year olds use
mobile and tablets
when booking air
tickets You know this stuff!
Source : Amadeus (2011)

Mobile

71% of travellers
Social
use search as part 82% prefer consumer
of the planning reviews over a hotel’s
and booking description of itself
process
Source : GoogleNovember 2012
| 6 (2010)
Search
| Digital Shorts
Source : Forrester (2006)

People of the screen
The “and” economy

Conversation culture over information culture

Convergent lifestyles and hyper collaboration

Learning to live within the earned media space

Source | Flickr | DeusXFlorida Reference | www.mediafuturist.com

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

Content is all we have and have ever had!


The content a brand creates is everything
A world where
the content a
brand creates is
everything


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”


Destinations have embraced social

Listed as one of the the world’s Most
Influential Tourist Boards and DMO by
Influencers in Travel.

Source | Capetown Tourism | Industry News


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


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


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.


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

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.


Supporting brilliant ideas!

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

Source | The Wanderlust Report | Queensland: Social Media or Integrated Campaign?


But social comes with challenges

Trust
Control
Scale


What does true
integration look like?

| |20
20 November 2012
Course Title

Thinking beyond paid media

Source | iCrossing | Slideshare


Develop themes and tell a story


We watch search like a hawk

Source | Visit Wales | Tracked search terms and volume (Log10)

Identify where the opportunities lie

Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010


Little presence either directly or indirectly


Useful and engaging content on our site


Getting our engaged users involved


Develop creative and credible content


Reach out, place content and widgets


Find suitable partners and engage them


Maintain momentum


Improving search visibility
45

40

35

30

25

20

15
Romantic Break
Section Live 10

5

0
September October November December January February March April 2012 May 2012 June 2012 July 2012 August
2011 2011 2011 2011 2012 2012 2012 2012
Positions 1-1:
Widget creation Long Tail
and placements Analysis and Positions 2-5:
started Optimisation
Positions 6-10:
Adjustments


Increasing share of relevant traffic
2500 500

450

2000 400

350

Search Interest
1500 300

Romantic Break Related
Visits

250 Organic Traffic

1000 200

150
Google UK Search Term
Interest for 'Romantic
500 100 Breaks'

50

0 0


Comparing brand and non brand traffic
35,000 70,000

30,000 60,000

25,000 50,000
Non Brand Visits

Brand Visits
20,000 40,000

Non Brand
15,000 30,000
Brand

10,000 20,000

5,000 10,000

0 0


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”


What about paid media?

Targeted
engagement Awareness
Advocacy
Scale
The Big Idea

Crowd sourcing Creative
Content development and paid media
Community development amplification


Activity on facebook

Piers is on TV
VOD / Online / FB Ads FB Ads
Piers invite goes live

Piers trip
Radio/ DOOH


So what happened?
70%+ saw the campaign

196 video invites
19,000 facebook followers
128,000 requested views of content
11,500 subscribers, 37,000 brochures
100k got
34m UK Adults Reached involved

Contribution to over £100 million of
additional visitor spend during 2011



So, where are we?

Joining things up across the agency team
Scaling our efforts across owned and earned
Taking a longer term view to planning


Why does content
strategy help join
things up?

| |41
41 November 2012
Course Title

The ubiquitous marketing funnel

Source | Forrester (2007)


Complexity and off site engagement

Source | Forrester (2007)


Source | Flickr | Discover Carmarthenshire

Right content
Right person
Right device
Right time
Right action

Strategy

Social
SEO

PPC
PR
UX
Data
Content

Adapted | Brilliant Noise (2012)

Objectives for content
Useful
Engaging Digital Business
Findable Outputs Outcomes

Sharable
Authority
Credibility

How do you make
things happen?

| |47
47 November 2012
Course Title

Five things we learnt along the way

 Develop themes in line with the brand story

 1 you are trying to tell. It will help you
innovate, deliver more than the sum of the
parts and support consistency across your
communications.



 Deliver those themes across multiple

 2 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 …



 Leverage existing content assets and

 3 repurpose the assets you develop for
delivery across multiple channels.

 Create once. Publish everywhere. COPE!



 Commit budget with clear objectives

 4 behind it. Think findable, sharable,
engaging but above all useful. Leave a bit
aside for experimentation. Continue to test
and learn. Take calculated risks.



 Success in digital is often about the sum

 5 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!


Organisational Change

Not just channels. It’s people. It’s agencies. It’s organisations

In fact it’s more than that. Mindset change!

Source | Flickr November 2012
| 53
| UggBoyUggGirl | Digital Shorts
How do we drive change?

Content Maturity Model

Awareness Analysis Articulation Organisation Optimisation



You realise you have a problem!
1 Invested in technology and channels
Awareness Focus on products and services

Which content do I need to produce?

Adapted | ariad.ca



Fixing problems with content …
2 Testing things with inconsistent results
Analysis Looking to different departments

How do we align ourselves to the customer journey?

Adapted | ariad.ca



Customer journey mapping …
3 Seeing value in customer centricity
Articulation Working across channel and product silos

How do we put content as the heart of strategy?

Adapted | ariad.ca



Managing content properly
4 Hire new skills and define new roles
Organisation Measure and optimise in real time

How do we really resource this properly?

Adapted | ariad.ca



Your leaders “get it” and resource it …
5 Content critical to articulating brand
Optimisation Developing entirely new business models

You’ve made it J

Adapted | ariad.ca


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


What is the big
opportunity for
destinations?

| |61
61 November 2012
Course Title

Piloting an approach on Flickr


#sharewales


A platform for
curating and
distributing
great
destination
content


But one where we invest in adding content value

And built on a data driven content specification

But one where we invest in adding content value

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


Thanks for your time
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