visitengland tmi mobile social media may 2012
DESCRIPTION
TRANSCRIPT
Tracey Taylor, Nora Maki and Andrew Daines
TMI Hot TopicCoventry, May 2012
Mobile, Apps and Social Media
Mobile, Apps and Social Media
• Is it really that important?
• VisitEngland’s agenda for Social Media
• Best practice considerations for mobile
• Shaping VisitEngland’s digital roadmap
Mobile, Apps and Social Media
Andrew Daines
Is it really that important?
Remember me?
Mobile, Apps and Social Media
Functional?Sophisticated?
Precious
Mobile, Apps and Social Media
Every day…
Babies borniPhones sold
Android devices activated
0
100
200
300
400
500
600
700
800
900
1000
371378
700
Mobile, Apps and Social Media
(thousands)
In the UK
• Over half the mobile population own a smartphone
(Source: ComScore, March 2012)
• 57% of mobile users access ‘mobile media’
(Source: ComScore, March 2012)
• 9% of visitors to travel websites in 2011 access via mobile devices (up from 2.8% in 2010)
(Source: EyeForTravel)
• 28% of UK travel-related queries came from mobile devices by the end of 2011, tablets accounting for a third of these
(Source: EyeForTravel)
Mobile, Apps and Social Media
Social media and mobile
Mobile audience for selected social media channels, US
Total audience (000s)
Aug 2010 Aug 2011 % change
Facebook 38,240 57,332 50%
Twitter 7,639 13,375 75%
Mobile, Apps and Social Media
Source: ComScore, October 2011
Mobile check-ins via foursquare / Facebook, US
2011 2012
Adult population 4% 10%
Source: Tnooz, May 2012
Nora Maki
VisitEngland’s agenda for Social Media
VisitEngland’s Social Media Profile
• http://www.facebook.com/EnjoyEngland • 156,797 likes• Daily posts about events & news across England
• http://www.youtube.com/enjoyenglanduk• 93,031 views• Destination promo videos• UGC (competition entries)• 2nd most popular search engine after Google
• https://twitter.com/#!/VisitEngland• 21,949 followers• Daily posts about events & news across England• #journorequest• Answering queries/questions
Twitter – how to make it work
Best option is always to speak with local DMO
Awards
Aims & Objectives Who are you trying to reach?
Positive customer experiences
Key to Twitter success: know your audience
Local events
Don’t sell anything on Twitter – Engage in conversation!
So, what do I tweet about?
#hashtags
Good examples in tourism – destinations!
VisitEngland Social Media Activity
DON’T…
Be afraid of social media
Direct all links to your website
Use social media as a sales channel
Don’t be afraid of deleting, unfollow or
ban followers who spam you
Use social media if you don’t have the
resources to do so
DO…
Create personal account to get a feel for
platform
Set a strategy – what is your aim with the
account/s?
Engage in conversation; RT, mentions, tag
etc.
Stay focused when choosing who to follow;
follow people relevant to you business
Keep branding consistent on all platforms
Create a tone that suits your brand
Categorise and create lists – easier to digest
Andrew Daines
Best practice considerations for mobile
Key considerations for delivering content via mobile devices
Mobile, Apps and Social Media
1. Use the device’s GPS functionality and deliver content accordingly
Key considerations for delivering content via mobile devices
Mobile, Apps and Social Media
2. Integrate with mapping functionality, to provide directions
Key considerations for delivering content via mobile devices
Mobile, Apps and Social Media
3. Integrate with installed social media apps, to enable and encourage sharing
Key considerations for delivering content via mobile devices
Mobile, Apps and Social Media
4. Ensure content is up to date
Key considerations for delivering content via mobile devices
Mobile, Apps and Social Media
5. Allow offline access to content
Tracey Taylor
Shaping VisitEngland’s digital roadmap
VisitEngland’s role is to ensure England grows its share of leisure visits against key competing destinations
From VisitEngland’s marketing objectives…
• Instill pride in England as a destination and get our audience to share their experiences
• Enable integration for England and its destinations• Bring value to the whole industry and reduce duplication of
effort• Focus on inspiration and conceptualisation of the decision
making process • Focus on thematic campaigns • Ensure advocacy is at the heart with sharable content and
strong social media integration
Mobile, Apps and Social Media
Start with needs
• The design process must start with identifying and thinking about real user needs. We should design around those — not around the way the ‘official process’ is at the moment. We must understand those needs thoroughly — interrogating data, not just making assumptions — and we should remember that what users ask for is not always what they need.
Mobile, Apps and Social Media
Do less
• We should only do what only we can do. • If someone else is doing it — link to it. • If we can provide resources (like APIs) that
will help other people build things — do that.
• We should concentrate on the irreducible core
Mobile, Apps and Social Media
Do the hard work to make it simple
• Making something look simple is easy; making something simple to use is much harder — especially when the underlying systems are complex — but that’s what we should be doing.
Mobile, Apps and Social Media
Understand context
• We’re not designing for a screen, we’re designing for people. We need to think hard about the context in which they’re using our services. Are they in a library? Are they on a phone? Are they only really familiar with Facebook? Have they never used the web before?
Mobile, Apps and Social Media
• How do we include content across every location in England?
• How can VisitEngland facilitate mobile / app development?
Considerations