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Failte Ireland - Digital Strategy By Orla Carroll (Head of Digital) February 2014
Citation preview
Fáilte Ireland – OTA Forum
Failte Ireland – Digital Strategy
Marketing InstituteGalway 25th February
Fáilte Ireland – OTA Forum
Five Key Pillars: 1. Growth Goal
Areas of focus
Fáilte Ireland – OTA Forum
Five Key Pillars: 2. Strategic Imperatives
Areas of focus
Fáilte Ireland – OTA Forum
1. To empower Trade Businesses to fully embrace digital• Leverage consumer insights to support and empower the Trade to activate digital
channels and attract international visitors.
2. To interpret and activate Visitor Experience Propositions• Recommend the most appropriate digital strategy, optimise the in-holiday
experience for each proposition and together with the Trade, utilise the most relevant digital channels and content to attract international visitors.
3. To improve Brand Ireland’s visibility across digital channels• By doing both we ensure consistent messages about Ireland feature at every
relevant consumer touch-point
Key Pillars2. Strategic Imperatives
Fáilte Ireland – OTA Forum
Five Key Pillars: 3. Digital Strategy
Areas of focus
Fáilte Ireland – OTA Forum
Five Key Pillars: 4. Initiatives
Areas of focus
Fáilte Ireland – OTA Forum
• Objective: to reposition Dublin amongst UK social energisers
• Approach: development of an adaptive content publishing model which created an additional route-to-market through peer-to-peer distribution of channel specific content.
• Purpose: to raise visibility of Dublin, its story, its cultural influencers and businesses, with key UK social energisers and influencers across the social web
4. Initiatives: Dublin Now Project
Fáilte Ireland – OTA Forum
• The Dublin Now programme has enabled us to connect with S.E’s through a new route to market, driving consideration and changing existing perceptions of Dublin through the creation and distribution of content that suits this segment
• Our content appeared over 10 million times in UK SE online publications and the social feeds of UK SE’s over the 2 month period (social feeds, UK websites and blogs)
• Our content was delivered into the social content streams of UK SE’s over 3.4 million times (Twitter, Facebook and Instagram feeds) The trade was responsible for delivering 800,000 of these placements
• Over 181,000 UK SE’s liked, viewed, retweeted or shared our content amongst their SE peers and SE publications
Achievement
Fáilte Ireland – OTA Forum
Dublin Now Pilot Project (b) Share of Voice (UK)
41% increase in Twitter mentions of the hashtag #lovedublin, the channel @visitdublin and the hashtag #dublin Vs 2012
September October0
1000
2000
3000
4000
5000
60002013
2012
August Sepember October
24% 27%
35%
76% 73%
65%
Dublin Competitors
Share of voice (SOV)vs competitors
We delivered an increase in (online) Share of Voice of 41%Online SOV has increased to 35% while competitor SOV has decreased by 11%Competitors: Amsterdam, Berlin, Barcelona
Share of Voice (SOV)
Fáilte Ireland – OTA Forum
Dublin Mentions 2013
Across all channels , the total number of mentions has increased 13% since August with competitor mentions falling by 10%
Competitors: Amsterdam, Berlin, Barcelona
Potential reach of Dublin mentions, across all channels, in the UK has grown by 142% since August 2013 to over 35 million mentions
August September October6200
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August September October0
5000000
10000000
15000000
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Dublin Mentions Dublin Reach
Fáilte Ireland – OTA Forum
August September October0
200
400
600
800
1,000
1,200
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@VisitDublin Mentions
20122013
462% growth in mentions* of Twitter handle @VisitDublin
Twitter Followers: 33,526
September October0
500
1000
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Twitter Engagement
FansRepliesRetweets
134% increase in direct engagement with Twitter (replies, retweets or initiates a conversation)
*A mention is when someone sends a tweet that has @VisitDublin contained in it
Fáilte Ireland – OTA Forum
August September October0
200
400
600
800
1000
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1600 Fan Growth
92% increase in fans on Facebook since August 2013
Current Page Likes: 42,300
0
2000
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10000
12000
14000
16000
18000Top 10 Posts Viral Reach
20132013
Viral Reach: The number of unique people who saw your post or page mentioned from a story published by a friend
Dracula’s Bloodline
Dublin in 60 seconds
16869% increase between two posts.
Viral Reach grew 385% since August 2013
Fáilte Ireland – OTA Forum
You Tube
1 2 3 4 5 6 70
10000
20000
30000
40000
50000
60000
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100000
Visit Dublin Views
VisitDublin 2013 VisitDublin 2012
106,419 total video views (Sept – Nov)This is 606% greater than the total views of all the videos for the same time last year.
Fáilte Ireland – OTA Forum
Visits to Visit Dublin
We have driven more UK visitors (up 25% to 132,016) to the Visit Dublin website, where they are consuming far more authentic Dublin content
Fáilte Ireland – OTA Forum
‘Dublin’ Searches
Interest in Dublin related keywords searched within the UK has improved by 12% Year on Year
Fáilte Ireland – OTA Forum
Dublin Now Pilot Project (a) Reach & Engagement
Total Reach 12,671,030
Unique Reach4,438,946
Total Engagement
186,374
Unique Engagement
165,435
Unique Engagement*: Video views, social likes, shares, retweets, website visits from SE’s
Unique Reach: Potential views of this content via across SE
social channels
TotalEngagement**: Video views, social likes, shares, retweets, website visits from SE’s
Total Reach: Potential views of this content via across SE social channels & SE
websites
*Unique Engagements occur if a user shares, likes etc a post once
**Mulitple Engagements occur if a user shares, likes etc a post more than once
Fáilte Ireland – OTA Forum
Dublin NowTop Content Pieces
Fáilte Ireland – OTA Forum
Twitter• 853 tweets• 3,788,792 potential reach• Tweeted by Sunday Times Travel, Independent,
Darragh Doyle and The Daily Edge
YouTube• Views 93,729• UK views 10.4%
Website• 865 UK site visitors • 12% of all views are UK• 4 mins on page vs 2 mins UK and EU
Learning: UK users more engaged than US and EU users
Dublin in 60 Seconds Video
Fáilte Ireland – OTA Forum
Dublin in 60 Seconds Video
Total Video Views: 93,911. UK Views: 10.4% €500 You Tube Ads (paid) delivered 11,000 additional UK views
In 2012 only 12,000 total views were recorded, none of which were from a UK audience
Fáilte Ireland – OTA Forum
Twitter:• 216 Tweets• 664,738 potential reach• Reddit and Cindy Gallop Tweeted
Facebook:• Shared 249 times
Website:• 788 UK views • 10% of all content viewers from UK
Learning: Topical and agile content works for this segment
Nerdy Dublin
Fáilte Ireland – OTA Forum
Twitter• 147 Tweets• 1,489,849 potential reach
Facebook• 104 Shares• 526 Clicks• 16,800 Viral reach (3,400 organic reach)
Website• 1,037 UK viewers
Featured on: • Creative Review (in top 500 UK sites)• Filmmaker IQ (In the top 500 UK sites).
Dracula’s Bloodline
Fáilte Ireland – OTA Forum
Twitter• 50 Tweets• 86,000 reach
Website6 mins spent reading onsite
Learning: Well written and designed content with a function & aids planning for Dublin visits. It performs well in search
Dublin Fashion Map
Fáilte Ireland – OTA Forum
• Use of the adaptive content publishing model demonstrates a new route to market for attracting international visitors to Ireland
• This route to market positions and promotes destinations and propositions to our target segments, through their peer to peer channels and networks (41% inc. in SOV)
• This approach can play an important role in contributing to the delivery of international tourists. (12% increase in consideration)
• Consumer insights unearthed from this approach enable us to create and curate culturally relevant content that appeals to our target audience, whatever the segment
• We can create, curate and distribute culturally relevant content based on continually identifying segment-specific consumer trends and interest streams
• An effective M&E model is critical to demonstrate the ROI of this new route to market
Learning’s
Fáilte Ireland – OTA Forum
Five Key Pillars: 4. Initiatives
Areas of focus
Fáilte Ireland – OTA Forum
• Enhancing our existing Trade Capability Program to deliver a step change in the Trade’s best business practice in digital
• By leveraging consumer understanding we will be able to tailor the Trade Capability program to the specific needs of key programs and propositions
• We continue to inform the Trade on emerging consumer insights and trends to support them to continually enhance their digital offerings by segment and proposition
• We deliver cost and time efficiencies by providing enhanced levels of support and training online (webinars, online tutorials etc.)
4. Initiatives: (b) Trade Capability Program
Fáilte Ireland – OTA Forum
Five Key Pillars: 4. Initiatives
Areas of focus
Fáilte Ireland – OTA Forum
i. Digital footprint and eco-system audit: • The purpose of this is to evaluate our existing digital assets and make recommendations to
park, cull or repurpose the assets to ensure they are aligned with the strategic framework
• The outcome will be the creation of an integrated digital eco-system for Fáilte Ireland that maximises the visibility of Ireland across the web.
ii. Search & Social Audit: • As part of this eco-system audit, a full audit of Fáilte Ireland’s effectiveness in both Search
Marketing and Social media will also be conducted, to identify ways in which both search marketing and social media can be streamlining for FáilteIreland to maximise efficiency and effectiveness
iii. Content Audit: • The purpose of this is to catalogue all content elements to support population of the DAM
(digital asset management).
Existing Digital Assets
Dublin Festivals
VistitDublin.com
Role: A Hub for Content on Dublin
Festivals & Festival
InformationMedia Type:
Owned Media
YouTube
Google+
Tumbl
r
Ezine
Social Media News Release
Search
Digital Advertising
Role: Email has a dual role Awareness: Amongst our Red Segment of main RM databaseParticipation: Drive traffic to site Media Type: Owned Media
Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels. Media Type: Paid & Earned
Role: Support & foster consumer interaction and engagement through curated, created and collaborated contentMedia Type: Owned & Earned
Role: To drive awareness, create buzz and engagementMedia Type: Paid & Earned (Tourism Ireland)
Role:1. To host Dublin search optimised created and submitted content to create awareness and interest. 2. To assist with search visibility through optimisation and tagged content Media Type: Paid, Earned, Owned
Role: Curate and archive photo content to boost visibility, target audiences and communities, benefit search and social, increase SOVMedia Type: Earned
Role: To drive awareness of Dublin and drive consumers to VisitDublin.comMedia Type: Paid (Tourism Ireland)
Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement. Media Type: Earned
Role: Boost visibility of Dublin related content for new target audience through the use of influencers and tagged content, position Dublin as a ‘cool’ place to visit.Media Type: Earned
Role: Boost visibility of Dublin related content through the use of influencers and tagged content and encourage users to share Dublin related content.Media Type: Earned
Role: Drive awareness of Dublin and Visit Dublin channels and its festivals through content influencers, influencers and promoted images/videos. Media Type: Earned & Paid
Content
Visit Dublin Digital Footprint: Owned Channels & Drivers
FlickR
Content
Role: Act as a content archive from which to draw upon for republication of images through owned channels Media Type: Earned
Digital PR
Paid Social
RM Database
Role: Amplify consumer interaction and engagement through promotion of curated, created and collaborated content Media Type: Paid
Content
Content
Content
Content
Content
Content
Content
Role: Search has a dual role PPC: Drive people to the site based on the nature of their search query Media Type: Paid (Tourism Ireland) SEO: Increase visibility of Dublin related content in the natural search results Media Type: Earned
Dublin Festivals
VistitDublin.com
Role: A Hub for Content on Dublin
Festivals & Festival
InformationMedia Type:
Owned Media
YouTube
Google+
Tumbl
r
Ezine
Social Media News
Release
Search
Digital Advertising
Role: Email has a dual role Awareness: Amongst our Red Segment of main RM databaseParticipation: Drive traffic to site Media Type: Owned Media
Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels. Media Type: Paid & Earned
Role: Support & foster consumer interaction and engagement through curated, created and collaborated contentMedia Type: Owned & Earned
Role: To drive awareness, create buzz and engagementMedia Type: Paid & Earned (Tourism Ireland)
Role:1. To host Dublin search optimised created and submitted content to create awareness and interest. 2. To assist with search visibility through optimisation and tagged content Media Type: Paid, Earned, Owned
Role: Curate and archive photo content to boost visibility, target audiences and communities, benefit search and social, increase SOVMedia Type: Earned
Role: To drive awareness of Dublin and drive consumers to VisitDublin.comMedia Type: Paid (Tourism Ireland)
Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement. Media Type: Earned
Role: Boost visibility of Dublin related content for new target audience through the use of influencers and tagged content, position Dublin as a ‘cool’ place to visit.Media Type: Earned
Role: Boost visibility of Dublin related content through the use of influencers and tagged content and encourage users to share Dublin related content.Media Type: Earned
Role: Drive awareness of Dublin and Visit Dublin channels and its festivals through content influencers, influencers and promoted images/videos. Media Type: Earned & Paid
Content
Visit Dublin Digital Footprint: Owned Channels & Drivers
FlickR
Content
Role: Act as a content archive from which to draw upon for republication of images through owned channels Media Type: Earned
Digital PR
Paid Social
RM Database
Role: Amplify consumer interaction and engagement through promotion of curated, created and collaborated content Media Type: Paid
Content
Content
Content
Content
Content
Content
Content
Role: Search has a dual role PPC: Drive people to the site based on the nature of their search query Media Type: Paid (Tourism Ireland) SEO: Increase visibility of Dublin related content in the natural search results Media Type: Earned
YouTube
Google+
Tumbl
r
FlickR
Media & Partner Sites
News
Travel
Music
Fashion Interest Related
Festival Guides
Technology
Review Sites
Tell Me Travel
Concierge
Trip Advisor
Virtual Tourist
Travel Republic
Sheerluxe
Responsible Travel
Industry Clusters
Activities
Food & Drink
My Travel
VenuesAccommodation
Retail
Festivals
Booking Sites
Mr & Mrs Smith
i-escape
Booking.com
ebookersMy Travel
Expedia
Air BnB
Fáilte Ireland – OTA Forum
Five Key Pillars: 5. Areas of Focus
Areas of focus
Fáilte Ireland – OTA Forum
1. Education: • Introduce a step change the Trade Digital Capability program to focus on empowering the trade to
create and distribute their own content
2. Content: shift from a Promotional Model to an Encouragement Model • We are moving from a model focused on creating, promoting and distributing content, to one
focused on creating fewer, higher quality shareable content pieces, supported by a greater range of curated content
• Focusing on greater encouragement of the Trade to support them in creating their own content
• Focusing on better utilisation of existing FI content, re-purpose this content and distribute it to all key stakeholders
• By undertaking these changes Fáilte Ireland will become a content distribution hub vs. a content creation hub
5. Areas of Focus
Fáilte Ireland – OTA Forum
5. Areas of Focus
3. Distribution• Use all available and appropriate digital channels to act as springboards to get
content in-front of our segments based on their interests • Leverage consumer insights to identify appropriate partnerships and ensure all
distribution channels are activated to amplify the reach of content and ensure effective distribution by all key stakeholders (Key Influencers, Trade Businesses, 3rd party websites and partner websites)
4. Mobile first:• 31% of traffic to the Visit Dublin Website during the Pilot program is
via mobile• 86% of UK / Irish audiences now have smartphones • Nearly 1/3rd of UK page views are from mobiles / tablets • Therefore we need to think mobile first • Booking.com – mobile users made $8billion booking in 2013, up from $3 in
2012 & $1Billion in 2011
Fáilte Ireland – OTA Forum
5. Social• In order for us to utilise peer to peer all digital assets and content must be shareable,
culturally relevant and based on our target segments interest streams
6. Metrics & Insight Generation: • A solid, continuous understanding of consumer behaviour is required for all digital programs
to ensure all activities undertaken are aligned to addressing specific consumer demands. • Detailed and continuous analysis of our digital activity direct all future activity
5. Areas of Focus
Fáilte Ireland – OTA Forum
Fáilte Ireland – OTA Forum
Questions?
@orlacarroll