Managing Reputation in a Multichannel World | ENTER 2011 | Innsbruck
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Keynote slide presentation for ENTER 2011 presentation in Innsbruck
Authors: Jon Munro, Jason Ryan, Tom Hall
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Managing Reputation in a Multichannel World | ENTER 2011 | Innsbruck
1. Managing reputation in a multi–channel world Jon Munro, Visit Wales Jason Ryan, iCrossing Tom Hall, Lonely Planet
2. Shape – during the year 60 % Brand (~20% online), 40% Direct Direct – 60% offline and 40% online Response – 40% offline : 60% online Budgets and Results ~£5 million per annum ~£60 million in additional value
3. A Challenger Brand Lighthouse identity Thought leadership in category Do one thing and over do it
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5. Consumers are becoming increasingly empowered What they are saying is shaping your brand They are being turned off by one way communication Our world
8. Content Source | flickr | davidking Our content hungry web presence A community of content producers and consumers Offer something to line up against
9. Source | flickr | DeusXFlorida Socialisation Conversation culture Learning to live within it Success is the earned media space still needs to be earned
10. Source | flickr | purplemattfish Integration Online media does not replace offline media Same rules still apply – Awareness to Advocacy Multichannel is best
11. Source | flickr | Julia Manzerova Evaluation Quality of content network Conversation sentiment Beyond site traffic and site conversion
12. The DMO opportunity Building on authority Adding credibility Wrapping in the brand
13. Our brand. Our point of view Evolving the campaign proposition Redefining the brand ’ s point of view
14. The ‘ Proper Holidays ’ Manifesto 24 days Just 24 precious days of holiday a year We ’ d hate to see you waste them Take a holiday that means something, Where working on your sense of adventure, Is more important than working on your tan Where you get value for time As well as value for money. Croeso i Gymru- Welcome to Wales: Phrasebook optional, Raincoat sensible, Indifference best left at home. Ours is a country to explore, not to ignore from a lilo Come and admire our stunning scenery by all means But we ’ re so much more than a pretty face Dig deeper, get stuck in To see and feel and do and try and taste for yourselves What proper holidays are really about.
29. 100,000 75,000 123 No. of Unique monthly visitors to London blogs Number of twitter followers associated to those blogs No. of retweets 80,000 No of views on our facebook page
39. Creative and paid media amplification Targeted engagement Crowd sourcing Content development Community development
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42. Visit Wales North Wales South West Wales South East Wales Mid Wales Anglesey Snowdonia Borderlands Llandudno Swansea Carmarth Pembs Valleys Glamorgan Cardiff Wye Valley Mid Wales Brecon Ceredigion
44. Our KPIs – the magnificent seven! KPI 2009 figures 1. Destination Awareness 44% of UK population rate 3/10 2. Campaign Awareness 13% Spontaneous, 22% Prompted 3. Claimed and Known Response 1.8 million 3% UK Population 4. Emotional Proximity 15% of UK population rate 9/10 5. Conviction to Visit 40% visiting vs 60% non visiting 6. Marketing Effectiveness (the conversion funnel) 7. Value of Marketing ~£60 million per annum
45. About iCrossing Global digital marketing agency Specialist in travel sector Working with Visit Wales since April2010 Digital strategy SEO Paid Media Content and social
47. Holiday Breaks Activities Information Research: Benchmarking and opportunity analysis Visit Wales 8th Visit Wales 43 rd Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010 Visit Wales 42 nd Visit Wales 39 th
48. Research: Seasonality analysis Activities Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010 Q1 Q2 Q3 Q4
49. Research: Site profiling How connected they are in their network (links obtained from network neighbours) How large their audience is (traffic) Google PageRank URL mentions in Google Number of Google Blog Search links How engaged its audience is (3 rd party bookmarking, comments) Content placement relevancy (High / Medium / Low) Type of content they produce (quality, context, freshness) Likelihood of advocacy Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
52. Strategic challenges Integrating ‘ always on ’ approach with campaign-driven approach (across planning, program & evaluation) Developing an on-going content and engagement strategy Achieving buy-in across organisation Demonstrating the value of digital marketing Pilot programmes (Ryder Cup) Sharing learnings and successes Iterative approach to planning and evaluation An Online Advocacy programme
54. “ Do people know about us? ” “ What are they doing when they find us?” “ How do they feel about us?” Evaluation Framework User-centric framework Awareness Visits Clicking on an advert How long they stay there “ Bounce Rates ” ; whether people stick around Actions Rating something... Leaving a comment... Registering for something... Watching a video... Downloading something... Signing up … Bookmarking us Following us Advocacy Expressing opinions on blogs and forums Content recommended / forwarded High profile bloggers posting about us Attitudes changing
65. Customer Lifecycle Customer Journey Build Emotional Brand/ Appeal Broadcast media Digital advertising PR Tactical brand messaging Stimulate Advocacy Understand Brand and Product networks Content and engagement strategy Evaluation
66. Leverage existing online communities Conversation Several large and active forums Comments and discussion on news and blog posts is frequent Sharing Participants want to share experiences so others can benefit, particularly routes and photography Participation The community is open to participation, photo and route competitions Site owners often review equipment and other products
67. Targeted engagement initiatives Online engagement initiatives centred on core products and aligned with brand campaigns Active Participation Inspiration Exploration Local Recommendations Welsh Icons Map as platform Sustainable curated resource of content, community and advocacy
70. Next steps… Aligned KPIS with digital evaluation framework Benchmark and set targets Brand Campaign involvement Inform development of Visit Wales platform Early days, promising future
71. Lonely Planet – who is we? Tom Hall Head of Communications, Lonely Planet