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

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 Lulworth Estates Lulworth focused on improved website, analytics and SEO, linked to social media activity and customer relationship management. The project enabled Lulworth to review print requirements v on-line; to be more aware of their requirements when approached for on-line support and to gain control and give focus to their on going on-line activity.

Digital Destinations – How it’s going for Lulworth Estate

Lulworth Estate Marketing Function Mini-agency

Focus on Durdle Door Cascade knowledge

Starting point Blame the government! Heard the hype, needed action points Attitude – willing but lack of confidence Unsure how all elements work together Overthinking

Student Relationship

Samantha Dean Events Management

Contact Expected more

42 page Digital Marketing Analysis 4,400 words, 24 graphs, charts and illustrations.

Recommendations Google Analytics Use to inform marketing decisions

Referral Advertising decisions

Search Search terms, key words, copy for website to improve ranking

Using new keywords to improve chances with new audiences eg walking the South West Coast Path….

Direct We have a figure here of 21% - would be useful to get some

benchmark here.

Social Media Develop Facebook and forums such as Trip Advisor

Facebook

Facebook 21 likes in December 2012

Facebook – improve frequency of postings, Respond to customers comments.

Put Like symbol on all relevant printed materials

eg hard copy newsletter, invitations, FB link on website

March 50 likes

Launched £50 Facebook advertising campaign in May

(with assistance)

End of May 162 likes

Facebook Advertising campaign – 3 months

Target audience: outdoor pursuits

including campaign and walking

within 150 mile radius

Trip Advisor

Respond to comments, set up management facility.

Yet to populate

Recommendations

Customer Relationship Management e-marketing system introduced – January 2013

Visitor data capture 2012, - 1,400 names– not interest specific

Amend questionnaire to include interests for 2013 season.

Data capture by creating on-line brochure –

to include drop-down box on interests.

Recommendations

Recommendations

New Website Make it more animated – click to enlarge

Improve SEO Less text more bite sized information and links Link to Facebook Sign up to newsletters

Direct Impact

On-line options - reduce spend in print titles New ground, more work! In control – a matter of degree

Indirect Impact Seek out useful people Introduction of e-marketing system Focus – writing this case study Better able to discuss/assess options eg cost per click

Conclusion

Helpful? Probably yes. More real hands on training would be useful

Have our attitudes changed? No. New tricks are always welcome

Have we changed how we work? Yes

Meet expectations? Might have been a more time/cost efficient way of getting this information.

Going forward? Need to work with people to move us forward

For more information on DIGITAL DESTINATIONS contact:

Dr Philip Alford, Bournemouth University

ddp@bournemouth.ac.uk

@schooloftourism | @philipalford

#DDBU