organising the process of content creation - dtcc2016, seismonaut

Organising the process of content creation

Workshop 2016Content Camp Lisa Ingemann and Maria Schwarz Seismonaut, March 2016

Content Camp 2016 / organising the proces of content creation

• Welcome and Introduction: The process of content marketing

• Session 1: Target Audience and Strategy• Session 2: Planning and the ongoing work with content marketing • Session 3: Team and Organisation

Agenda:

Welcome and introduction

the proces of content creation

Maria SchwarzChief Consultant, Seismonaut Tourism

@mariaschwarz

Lisa IngemannHead of Seismonaut Tourism

@lisaingemann

DIGITAL KNOWLEDGE

NEW MEDIA AND TECHNOLOGY

We are always updated on the latest media and technologies,

and what they mean for tourism. We put our knowledge into play

for our customers in projects, courses, workshops and lectures.

DIGITAL GOVERNANCE

Digitalisation is changing organizations. Take control of your organization and adjust roles and decision-making in relation to the organisation's

online presence.

DIGITAL USER BEHAVIOUR

Today's travelers are increasingly digital - both when they book

vacations, activities, and review experiences. We give you crucial knowledge so you can grow your

business.

02

IN A TOURISM PERSPECTIVE

OUR SOLUTIONSTECHNOLOGY. USER BEHAVIOUR. BUSINESS.

COMPETENCE DEVELOPMENT & HANDBOOKS

There are many digital platforms, and some are more important than others for the tourism industry. We

can help organize a powerful competence-development program

for tourism businesses or destination employees on the basis

of the latest knowledge and specific tools such as handbooks.

DIGITAL STRATEGIES

With our holistic understanding of your organization and the digital landscape, we develop a strategy that will enable your organization

to make use of digital tools and platforms in the most efficient and effective way - and we set set clear

goals.

ANALYSIS AND INSIGHTS

Our 360-degree look at the digital landscape provides knowledge

about where it is most crucial to develope your tourism

organization.

03

OUR SOLUTIONSTECHNOLOGY. USER BEHAVIOUR. BUSINESS.

KEYNOTES

Put digital tourism on the agenda in your destination by booking one

of our talented and passionate speakers. We make presentations

to stakeholders, tourism organization and councils on

tourism and digital trends.

WORKSHOPS

Whether you want to look at how the latest trends in technology will

transform your industry or work more hands on with digital solutions, our selection of

workshops will help you achieve great things.

04

Vi investerer i din fremtid

Familiemoren

Julia (44)

Den omsorgsfulde familiemor Rejser i højsæsonen med sin mand, Jürgen, og de to børn, Maria på 11 og Michael på 7. Derudover er familiens to hunde med.Bor i feriehus i gåafstand til Vesterhavet.

Drømmer om en ferie med tid til atvære sammen som familie En ferie, hvor alle familiemedlemmer har en god tur - inklusiv hundene. Familien skal nyde roen, gå lange ture i solskinnet, opleve Vesterhavet og nyde hinandens selskab uden forstyrrelser.

“ Hvis mine børn får nogle gode oplevelser med hjem, så undværer jeg gerne spa og anden luksus

PORTFOLIOSTRATEGY

10

THE DIGITAL DESTINATION

CLIENT: RINGKØBING FJORD TURISME PROJECT NAME: THE DIGITAL DESTINATION

Project description Destination fjord wanted to transform into a more digital destination in order to be able to serve the tourists online as well as offline. We helped the destination create a digital strategy that clarified goals and helped prioritize which platforms and media to use before, during and after the holiday.

PORTFOLIOCOMPETENCE DEVELOPMENT & HANDBOOKS

08

NETWORK AND SALE WITH LINKEDIN

CLIENT: RADISSON BLU HOTELS & REDIZOR PROJECT NAME: NETWORK AND SALE LINKEDIN

Project description In the short time Radisson Blu secured sales from an order for an entire conference day for 50 delegates - but not as a traditional sale. The sale took place as part of a training exercise on LinkedIn, opening the doors for new digital approaches to sales.

PORTFOLIOTOURISM- AND BUSINESS DEVELOPMENT THROUGH EVENTS

12

DESTINATION BRANDING THOURGH EVENTS

CLIENT: VESTHIMMERLANDS KOMMUNE PROJECT NAME: MADE IN HIMMERLAND

Project description Seismonaut Tourism helped Vesthimmerland to develop an action plan for the marketing of the municipality in connection with the golf tournament, Made In Denmark.

The project entailed the stakeholder analysis and organizational consulting and competence development of the tourism businesses.

Hello my name is…

Name?Where do you come from?What is your experience with content marketing?

Content marketing…

http://www.b2bento.com/wp-content/uploads/2012/02/the-furrow-magazine-cover-1931.jpg

It’s not a new thing…

John Deere:a farmers magazine

Eksempel

Amo baking recipes


“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Definition by Content Marketing Institute

Challenges…

Source: http://contentmarketinginstitute.com/2016/02/conquer-marketing-challenges/#.VsdLXTJ5Zaw.mailto

http://contentmarketinginstitute.com/2016/02/conquer-marketing-challenges/#.VsdLXTJ5Zaw.mailto

Challenges

Producing Engaging ContentProducing Content ConsistentlyProducing a Variety of ContentMeasuring Content EffectivenessMeasuring ROI on a Content ProgramLack of Budget

We need to answer these questions: • Target audience: Who are we trying to reach and engage?• Goal: Why do we want to create content marketing? • Team: Who is responsible • Content: What content do we want to create?• Platform: Where do we want to be? • Planning: How do we structure the content?• Community management: How do we deal with the conversations?• Evaluation: Are we gaining the effect we aim for?• Optimization: How do we improve our content marketing in alignment

with our goals?

The elements of creating Content MarketingTarget audience and Strategy• Target Audience: Audience insights • Strategy: Goals, Alignment with DMO business goal and brand storyContent planning and the ongoing content work• Planning: key responsibilities, themes, channels, conversion goals,

content development• Community management: publishing, distribution, editorial meetings• Optimization:, KPI, measurement Team and organisation• Organisation: Governance framework, Roles

Target Audience and Strategy

Who are the people you want to engage with your content and what is your purpose/goal?

Audience and Strategy Planning and ongoing content work Team and Organisation

The age of distributionGlobal connections make distribution a pivotal factor in competition.

The age of informationThe Internet creates value for people in control of information.

The age of the customer Customers have more power and demand more focus on the customer.

E.g. Ford, GE, Boeing, P&G, Sony

E.g. Walmart, Toyota, UPS, CSX

E.g. Microsoft, Google,Dell, Capital One

E.g. Southwest Airlines,Amazon,USSA

1900 - 1960 1960 - 1990 1990 - 2010 2010 - ?

The age of mass productionEstablishment of industrial companies accelerates with the emergence of mass production.

Figure 1: Manning & Bodine (2012): Outside In

This is the age of the costumer

Empathic approach

Barbara Messing, CEO Tripadvisor Quote from interview….

http://mashable.com/2015/12/21/tripadvisor-cmo-marketing/#Qao26KrDLSqq

”I …tell myself to always understand the customer you're targeting. What do they need? What are their motivations? What are their fears and pain points that you can overcome? As an online company with such a high volume of traffic, we have so many sources of data to tap into, but if we don't also stay focused on the customer as a real individual, we're not capitalizing on our most important data source”.

http://mashable.com/2015/12/21/tripadvisor-cmo-marketing/#Qao26KrDLSqq


Understand your target audience as REAL individuals


Persona

A tool to stay focused on the REAL individuals you are creating content for.

“Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet”


Data sources:

A good mix of qualitative and quantitative data

• Questionairs

• Social listening

• Big data

• Focus groups

• Interviews

• Observation

• etc…


Workshop: Create a buyer persona1.Group your audience2.Choose a target audience 3.Sketch out a persona on the chosen target audience

Target audience

Con

tent

Cam

p 20

16

W

ork

shee

t

Travel needs

Targ

et a

udie

nce

Rap

id p

erso

na ty

ping

Des

crib

e a

pers

on fr

om th

e ta

rget

aud

ienc

e

Travel companionsWho does this person travel with?

Travel aspiration

DescriptionJob title, family and other personal details

Value

Name

Age

“A good vacation is when...

Why should this person visit your destination?

“When I am on vacation I really dislike...

What specific needs does this person have on a travel?

What kind of travel does this person dream of?


Workshop: Talk with your neighbor• Present your persona and your initial thoughts on relevant

content.

• Share knowledge: Could this tool bring you closer to your audience?

• Share knowledge: How do you work with user insights, in your content work?


User journey

A tool to understand the context of your audience. And to map if your content match the context and needs of your audience.

DecisionAfter

During

Leaving

Arrival

Shar

e

Dreams

Preparation

The stay

Before

Guest experienceHotelGuest

Brugerrejser

XX.XX.2013

XX.XX.2013

XX.XX.2013

XX.XX.2013

XX.XX.2013

Redskab til at forstå den sammenhæng ens digitale løsninger opleves i, identificere og vurdere egne berøringsflader med borgeren.

Finding a way into the traveler’s decision-making process is key to capturing the consumer’s business.

Source: Skift, The Rise of the Silent Traveler

Content across traveler’s buyer journey

Source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-Key_factors_to_content_marketing

http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-Key_factors_to_content_marketing

The complex digital journey of decision and buying

1. Trigger

Destination Think!

Travellers have changed their holiday plans due to influence from social media

52%

1. Trigger

2. Inspiration

http://palloc.com/ios-7-wallpaper-widescreen.html

Source: Google Travel 2011

22 websitesbefore a vacation in average

A tourist visits


2. Inspiration

2. Inspiration

What would be good content: • Broader, shareable content that inspires travel • Aim to start long relationship - don’t over-emphazise your

brand but make sure to have a call to action • Channels could be social media, video, photo, sites, search

engines, e-mails at target audience

Inspired by source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-Key_factors_to_content_marketing


3. Planning

3. Planning

What would be good content: • Help your costumers plan with destination specific content• Be sure to answer the needs of a visitor• Don’t pressure towards booking (but make sure to have a call to action)

Inspired by Source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-Key_factors_to_content_marketing


4. Booking

4. Booking

What would be good content: • What makes your brand/company unique? Tell those stories• Meet visitor needs with fx. with a FAQ • Consider user generated content (user reviews, testimonials

and brand advocates to speak for you)

Inspired by Source: http://www.slideshare.net/NewsCred/best-practices-in-content-marketing-for-the-travel-industry-48405556/24-Key_factors_to_content_marketing


5.Experience

5. Experience

5. Experience

What would be good content: • User generated content• Monitor social channels and reply • Curate and repost relevant content • Be a great digital host and answer questions, when visitors

visit your destination.

6. Loyalty

6. Loyalty

What would be good content: • Keep the conversation going with a consistent cadence of

top of funnel content and middle of funnel content.• E-mail and social media are great channels for this.


Workshop: map the tourist’s digital journey• Brainstorm on what content could bring value to your audience

at any stage in the tourist’s digital journey?

Tourist’s digital journey

Content Camp 2016 Work sheet

Journey

The tourist’s digital journeyYour themes:

Destination assets:

1. Trigger 2. Inspiration 3. PlanningWhat content could trigger your audi-ence and make them curious about your destination?

What content could inspire your audience to visit your destination?What content could help your audience to plan what to do in your destination?

4. Booking 5. Experience 6. LoyaltyWhat content could support the booking flow? What content or other UGC initiatives could support your visitors’ experience?

What content could support your audience reflect on their experience?

The tourist’s digital

journey

The tourists’ digital journey is based on the media agency OMD’s ECO system, which views the journey of the consumer as a series of stages towards a final purchase. OMD’s model has been devel-oped for brands, but parallels can be drawn to the choice of destination. The model describes only the consumer’s choice of holiday destination.


Workshop: Talk with your neighbor• Present your ideas for content.

• Share thoughts: Could this help you focus on the visitors needs, in the content you provide?

• Share thoughts: Could this be a creative tool for content creation?


Goals - some of the common ones

• Brand awareness • Engagement• Lead generation• Sales• Costumer retention/loyalty• Costumer insight

Via Content marketing institue: http://contentmarketinginstitute.com/2016/02/conquer-marketing-challenges/#.VsdLXTJ5Zaw.mailto


Vision: Inspire people and make them curious about the possibilities of visiting our destination.

ObjectiesWhat we want

Generate leads to our DMO partners

Brand awareness: Enable social

advocacy

ProcedureHow we do it

(value for visitors)

• Linking to partner websites in posts

• Create compelling content around partners’ offers

• etc.

• Blogger content • Promote destination

hashtags • etc.

Metrics/KPIHow we measure it

• Click on referral links • etc.

• Page views • etc.

From vision to metrics…


Workshop: Create a mission statement 1. Create a mission statement regarding your target audience


Workshop: Create a mission statement

Mission

Create a mission statementNotes

Become a destination for

interested in

to help them

This will help us

(target audience)

(topics)

(costumer value)

(content marketing goals)

Mission statement

.


Workshop: Talk with your neighbor• Present your mission statement.

• Share thoughts: Could this help you and your stakeholders be clear on what you want with your content?

Content Planning and the ongoing content work


Kristina Halvorson (2012): Content Strategy for the Web, 2nd edition

“Content is not a feature. It is a complex, ever-evolving, intricate body of information that requires ongoing care and feeding. It’s not something you can check off on a list and be done with.”

Content marketer/Editor

Community Manager

Analyst

Key Responsibilities

Designer Contributors/Curation

SEO/Paid media specialist

It is not just about getting tasks done, it is very much about managing people. A repeatable workflow ensures that you get things done and that people are aligned and know who does what.

Establish a workflow

1. Gather your stakeholders: Write down the roles and colleagues who participate in creating and launching your content.

2. Document your distribution points: These can include your owned channels and social media accounts, as well as the software tools and internal collaboration systems that are part of your distribution process.

3. Align your process with your people: The goal is to marry the roles with the tasks that need to be completed.

4. Set/adjust your schedule: Deadlines are necessary to establish accountability. They should include some flexibility so they can be shifted to reflect your organization’s reality.



9 tips for content planning

1. Create a buyer persona to identify their content needs

Done!

2. Research & Ideate

• Gather ideas from across your organization

• Get inspiration from user generated content

• Use what you already have - use a content inventory to get an overview of existing content

• Use keyword search - how does people find you?

• Buy magazines your audience would read

• Identify thought leaders in your niche and use them as a source of content

3. Create themes to categorize your content

4. Identify content pillars

A content pillar is a substantive and informative work on a specific topic or theme that can be broken into many derivative pieces of content and distributed to multiple channels. A content pillar can be an eBook, report, guide, long video, or any significant (meaning large and thorough) content asset.

https://community.kapost.com/kapost/topics/creating-content-pillars

https://community.kapost.com/kapost/topics/creating-content-pillars

• Make sure you know what you want your audience to do with your content: Do you want them to book, browse, engage, get inspired or head over to your website?

5. Set clear goals for your content

6. Have editorial meetings

Agenda:

1. Unanswered questions

2. Planned content – what do we need?

3. Evaluation of content performance

4. Evaluation of user feedback

5. New ideas for content, repost of user content etc.

7. Move ideas to your calendar and plan ahead

Via Content marketing institue: http://contentmarketinginstitute.com/2016/02/conquer-marketing-challenges/#.VsdLXTJ5Zaw.mailto


http://blog.marketing.ai/7-tips-for-planning-content/

http://firesidenetwork.com/how-i-use-an-editorial-content-calendar-to-manage-all-of-my-content/

Download the template herehttp://www.98togo.com/editorial-calendar-template

http://www.98togo.com/editorial-calendar-template

asana.com

http://asana.com

Content Management Tools

Important content calendar featuresWhat is the contents of a content calendar:

• Theme/categori

• Date and time

• Author

• Platform

• Target audience (important for paid advertisement)

• Call to Action

• Metric/KPI

• Assets

• Status

Content overview. The strategic master plan gives an overview of the planed content themes.

Content calendar. Gives an overview of all the planned content

Make a master plan

8. Plan for the unplanned

70 %

planned contentContent you can plan based on your strategy

20 %

unplanned contentReacting to news stories, etc.

10 %

experimentingLearn from trying new things

9. Be the good host

• Make sure you listen to the reactions to your content!

• Answer questions

• Contribute to the good atmosphere in the online communities

• Crisis management / avoid frustrations escalating

• Like, comment on and share user generated content

Workshop: Share your best tip or idea

• Talk about what you have just heard

• Does it match the way you work with content?

• Did it inspire you to change how you work with content? How?

• What is your best tool to create and organize content?

Team and organisation



Digital governance is a framework for who decides what and when.


Lisa Welchman

Managing Chaos- Digital Governance by Design


Governance framework

• Strategy: vision (guiding) and objectives (what we measure)

• Policy: what we can and may do or not do digitally (could be by law)

• Standards: e.g. tools on how to create good content, pictures, video, etc..


It’s all about avoiding this situation…


Vedligeholdelse og videreudvikling af international.kk.dk

Københavns Kommunes internationale website side 9

Styregruppen består af repræsentanter

fra alle forvaltninger

Hvem

Overordnet beslutningsmandat.

Styrer økonomi og tilfører kompetencer.

Ansvar

Christian Lüders, teamchef for

Borgerkommunikation og Digitale medier

Sikrer organisatorisk forankring og medejerskab.

Godkender større konceptuelle ændringer.

Birgitte Krüger Grøndahl,

Borgerkommunikation og Digitale medier

Træffer beslutninger i overensstemmelse med

formål og konceptbeskrivelse + Koordinerer

arbejdsgruppemøder og modtager henven-

delser vedr. projektet.

Arbejdsgrupperne består af

personer fra alle forvaltninger i KK

Beslutter ændringer i indhold på ar-

tikelniveau. Monitorerer, producerer

tekster og medudvikler websitet.

4 arbejdsgrupper med kontaktpersoner og fagpersoner

Operationelt

Projektleder

Taktisk

Projektejer

Strategisk

Styre- gruppe

Governance-model

Example

Who decides …

Project leader

Project owner

Managment

Strategic

Tactical

Operational

Production

Who decides what and when


Alle organisationer er forskellige derfor er der behov for forskellige governance modeller. Nogle er frier end andre. Det kan komme an på størrelsen.Et stort teater har brug for en meget veldefineret governance struktur. Et lille teater har stadig brug for aftalte rammer, men det udfoldes på en anden måde…

No organisation is the same

Sales/Booking Product

MarketingVisitor Service

Silos

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttp://www.oyster.com/hotels/photo-fakeouts


http://www.oyster.com/hotels/photo-fakeouts

Customer Experience

Center of Excellence

Sales/Booking Product

MarketingVisitor Service

Organize around customers


Workshop: share your thoughtsRoundtable talk:

• How is your organisation organized around content planning and creation?

• Do marketing take user insights (e.g. user reviews) into consideration?

• Is there a link between marketing and the products we are selling (in the destination)?

• Is there a connection between marketing and visitor service?

Turismekonference 2014 - Holstebro

Autentiske oplevelser

www.seismonaut.com/tourism

twitter.com/seismotourismfacebook.com/SeismonautTourism

Thank you!

Let’s [email protected] [email protected]

http://www.seismonaut.com/tourism

http://twitter.com/seismotourism










http://facebook.com/SeismonautTourism









mailto:[email protected]

mailto:[email protected]