OPTIMISING DIGITAL STRATEGY:LEARNINGS FROM MOBILE & BEACONS

#DTIC2015

@CKJCHAMBERS

WHAT IS A TOURISM & EVENTS QUEENSLAND?

Mission

Purpose Achieving economic and social benefits for the State through growing the tourism and events industry

We are a consumer led, destination focussed organisation, that connects people and place like never before, through innovation and collaboration with the tourism and events industry

VISION

Inspiring through brand, integrated marketing and events

the world in priority domestic and international source markets

to experience Queensland’s signature experiences and events

the best through quality and innovation, enhance destination offerings

address on earth showcasing the best of Queensland

HOW DOES THIS TRANSLATE TO MY DAY JOB

How does a DMO extend the connection between people and place?

EXPERIENCE ENGAGEMENT & DIGITAL CHANNELS

We create, curate and inspire positive stories about Queensland’s destinations and events and connect them with the right people

FIVE STAGES OF HOLIDAY PLANNING

TEQ’S DIGITAL FOOTPRINT

8,138,287 views

1,378,069 connections32,000,000 post reach (QTR)

231,000 connections2,765 posts (99% UGC)350,541 #thisisqueensland

1,871,571 sessions (Jul 1 – Nov 17)

Twitter 95k @queensland

1,275,000 subscribers

THIS IS QUEENSLAND APPLICATION

WHY BOTHER?

79% of people will use a downloaded app twice

Only 16% of people will use an three or more times

WHY BOTHER?

Inspiration came from three key consumer trends

Increased trust in word of mouth

Increased reliance on mobile

Increased desire for WiFi

Options considered

Develop our own WiFi infrastructure

Update the v1 of Queensland iPhone app

Break new ground

THIS IS QUEENSLAND APPLICATION

PLANNING

This app is about PLANNINGTravellers rely on the digital space to plan travel

EXPERIENCING

This app is about EXPERIENCINGTravellers expect a more informed and collaborative

experience, led by the growing functionality of mobile

SHARING

This app is about SHARINGTravellers are sharing more about their trips,

inspiring others to dream

KEY APP FUNCTIONALITY

KEY FUNCTIONALITY

Key functionality

Works in the background

Product information from the ATDW

Destination Information

What’s trending content

Wi-Fi finder

Location Based Services

@queensland account

CONSUMER BENEFIT

Consumer benefit

35% of traffic to TEQ website from mobile, meeting a consumer demand

Functions with and without internet connection

Location Based Services enhance the in destination holiday experience

Useful eDM information pre and post holiday

INDUSTRY BENEFIT

Industry benefit

Designed for mobile = increased leads

Location Based Services designed to connect with consumers like never before

Greater use of content from social media, eg RTO channels

eDM communications will further engage visitors pre and post their holiday

THIS IS QUEENSLAND APPLICATION

THIS IS QUEENSLAND APPLICATION

LOCATION BASED SERVICES

LBS - BEACONS

LBS – GEO-FENCES

USER STORIES - SEARCHING

We have a free day. What can we do that is nearby?

Search Search

Results

ATDW

Product

My

Favourites

ARRIVAL BEACON NOTIFICATION

Beacon

Triggered

QueenslandWelcome to Tropical North

Queensland. Find out what is

trending in this amazing region.Slide to view

Explore Destination

Screen

USER STORIES - GEOFENCES

Geofence

Triggered

This is QueenslandWelcome to Tropical North

Queensland. Find out what is

trending in this amazing region.Slide to view

Destination Hot 5

Screen

GEOFENCE – CONTENT EFFECIENCIES

TEQ Content

GEOFENCE USER STORY

EVENT BEACON

I am at the PGA Championships. How do I find out more about this event?

RESULTS TO DATE

RESULTS

Results to date:Downloads – nearing 32,000

56,470 sessions (35% iOS)

3.5 minutes per session

Session to lead conv rate (10.2%)

Accounts created 9,000

LEARNINGS & WHERE TO NEXT

LEARNINGS

Beacon technology will advance quickly

In large areas (1.85mn2 km) beacons not greatest for engagement

Think deeply about role in beacon roll outs

Do not expect to change user behaviour

Allocate budget for app maintenance (iOS updates)

ENHANCEMENTS

Version three in the app store now

Incorporate tips from Visitor Information Centre’s

Connectivity between digital assets

THANK-YOU