Managing reputation in a multi–channel

worldJon Munro, Visit Wales Jason Ryan, iCrossing

Tom Hall, Lonely Planet

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

A Challenger Brand

Lighthouse identityThought leadership in categoryDo one thing and over do it

Consumers are becoming increasingly empowered

What they are saying is shaping your brand

They are being turned off by one way communication

Our world

Branding online has become“reputation management”

ChallengesContent SocialisationIntegrationEvaluation

Content

Source | flickr | davidking

Our content hungry web presence

A community of content producers and consumers

Offer something to line up against

Source | flickr | DeusXFlorida

Socialisation

Conversation culture

Learning to live within it

Success is the earned media space still needs to be earned

Source | flickr | purplemattfish

Integration

Online media does not replace offline media

Same rules still apply – Awareness to Advocacy

Multichannel is best

Source | flickr | Julia Manzerova

Evaluation

Quality of content network

Conversation sentiment

Beyond site traffic and site conversion

The DMO opportunityBuilding on authorityAdding credibilityWrapping in the brand

Our brand. Our point of view Evolving the campaign propositionRedefining the brand’s point of view

The ‘Proper Holidays’ Manifesto

24 daysJust 24 precious days of holiday a yearWe’d hate to see you waste themTake a holiday that means something,Where working on your sense of adventure, Is more important than working on your tanWhere you get value for timeAs 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 liloCome and admire our stunning scenery by all meansBut we’re so much more than a pretty faceDig deeper, get stuck inTo see and feel and do and try and taste for yourselvesWhat proper holidays are really about.

Our digital journeyWhat have we done?What did we learn?What next?

CustomerJourney

EmotionalJourney

Drive awareness through:Seasonal and planned activity - campaignsOpportunistic amplification – existing attention

Driven advocacy through:Conversational content - Owned & earned mediaUsing that drive awareness and engagement

ContentOwned media Bought mediaEarned media

AmplificationUsing events

100,000

75,000

123

No. of Unique monthly visitors to London blogs

Number of twitter followers associated to those blogs

No. of retweets

80,000No of views on our facebook page

SocialisationEarned media

Country Facebook Twitter

Spain 263,083 18,418

Croatia 233,197 851

Wales 126,286 4,739

Ireland 81,873 4,530

England 48,229 9,342

United Kingdom

46,371 17,432

Netherlands 36,043 4,749

Switzerland 20,351 33

Greece 15,627 376

Norway 11,581 4,591

Energise 2.0 Hamill and Stevenson (2010)

60,000

120,000

Facebook fans in May

A coordinated and planned approach to content

Facebook fans in Sept

IntegrationCultural changeContent strategy

The Big Idea

TVPrin

t

Digital Channels

Targeted engagemen

t

Crowd sourcingContent development

Community development

Creative and paid media amplification

Visit Wales

North Wales

South West

WalesSouth East

Wales

Mid Wales

AngleseySnowdonia

Borderlands

Llandudno

Swansea

Carmarth

Pembs

Valleys

Glamorgan

Cardiff

Wye Valley

Mid

Wales Brecon

Ceredigion

EvaluationDrowning in dataMeaningful insightsUniversal metrics

Our KPIs – the magnificent seven!

KPI 2009 figures

1. Destination Awareness 44% of UK population rank in top 3

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

About iCrossing

1. Global digital marketing agency2. Specialist in travel sector3. Working with Visit Wales since April2010

1.Digital strategy2.SEO3.Paid Media4.Content and social

Approach

Holiday Visit Wales 8th Visit Wales 43rd Breaks

Visit Wales 42nd Visit Wales 39th ActivitiesInformation

Research: Benchmarking and opportunity analysis

Research: Seasonality analysis

Q1 Q2 Q3 Q4

Activities

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 (3rd party bookmarking, comments) Content placement relevancy (High / Medium / Low) Type of content they produce (quality, context, freshness) Likelihood of advocacy

Research: Network profiling

Approach

Strategic challenges

1. Integrating ‘always on’ approach with campaign-driven approach (across planning, program & evaluation)

2. Developing an on-going content and engagement strategy

3. Achieving buy-in across organisation

4. Demonstrating the value of digital marketing

5. Pilot programmes (Ryder Cup)

6. Sharing learnings and successes

7. Iterative approach to planning and evaluation

8. An Online Advocacy programme

Quantifying people’s web use is complex...

A network of experiences...

Awareness• Visits• Clicking on an advert• How long they stay there • “Bounce Rates”; whether

people stick around

“Do people know

about us?”

Actions•Rating something... •Leaving a comment...•Registering for something... •Watching a video... •Downloading something...•Signing up…•Bookmarking us•Following us

“What are they doing when

they find us?”“How do they

feel about us?”

Advocacy• Expressing opinions on blogs and forums • Content recommended /

forwarded • High profile bloggers posting about us • Attitudes changing

Evaluation Framework

User-centric framework

User-centric framework

Evaluation Framework

Aligning with Visit Wales KPIs

A

Advocacy Metrics“How do they

feel about us?”“How do they

feel about us?”

A

“What are they doing when

they find us?”Action Metrics“What are they

doing when they find us?”

A

Awareness Metrics“Do people

know about us?”

“Do people know

about us?”

Engagement scorecard

Engagement Framework Benchmark slide

Engagement Framework Benchmark slide

Digital Planning

Advocacy into Awareness

Customer Lifecycle

CustomerJourney

Build Emotional Brand/ Appeal

•Broadcast media•Digital advertising•PR•Tactical brand messaging

Stimulate Advocacy

•Understand Brand and Product networks

•Content and engagement strategy

•Evaluation

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

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 ofcontent, community and advocacy

Real-time evaluation

Increasing importance of social signals

Next steps…

1. Aligned KPIS with digital evaluation framework2. Benchmark and set targets3. Brand Campaign involvement4. Inform development of Visit Wales platform5. Early days, promising future

Lonely Planet – who is we?Tom HallHead of Communications, Lonely Planet

Web 1.0 – and we love it