Published on February 25, 2014
Failte Ireland – Digital Strategy Marketing Institute Galway 25th February
Five Key Pillars: 1. Growth Goal Areas of focus
Five Key Pillars: 2. Strategic Imperatives Areas of focus
Key Pillars 2. Strategic Imperatives 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
Five Key Pillars: 3. Digital Strategy Areas of focus
Five Key Pillars: 4. Initiatives Areas of focus
4. Initiatives: Dublin Now Project • Objective: to reposition Dublin amongst UK social energisers • Approach: development of an adaptive content publishing model which created an additional route-to-market through peerto-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
Achievement • 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
Dublin Now Pilot Project (b) Share of Voice (UK) Share of Voice (SOV) Share of voice (SOV)vs competitors 6000 2013 5000 2012 Dublin 76% Competitors 73% 4000 65% 3000 35% 2000 24% 27% 1000 0 September August Sepember October October 41% increase in Twitter mentions of the hashtag #lovedublin, the channel @visitdublin and the hashtag #dublin Vs 2012 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
Dublin Mentions 2013 Dublin Reach Dublin Mentions 40000000 7800 35000000 7600 30000000 7400 25000000 7200 20000000 7000 15000000 6800 6600 10000000 6400 5000000 6200 0 August September October Across all channels , the total number of mentions has increased 13% since August with competitor mentions falling by 10% Competitors: Amsterdam, Berlin, Barcelona August September October Potential reach of Dublin mentions, across all channels, in the UK has grown by 142% since August 2013 to over 35 million mentions
Twitter @VisitDublin Mentions Twitter Engagement 1,800 2500 1,600 2000 1,400 1,200 1500 1,000 Fans 2012 800 2013 600 400 Replies 1000 Retweets 500 200 0 0 August September October 462% growth in mentions* of Twitter handle @VisitDublin Twitter Followers: 33,526 *A mention is when someone sends a tweet that has @VisitDublin contained in it September October 134% increase in direct engagement with Twitter (replies, retweets or initiates a conversation)
Facebook 1600 Fan Growth 18000 1400 Top 10 Posts Viral Reach 16000 1200 1000 Dracula’s Bloodline 14000 12000 Dublin in 60 seconds 10000 800 2013 8000 600 6000 400 4000 200 2000 16869% increase between two posts. 0 0 August September 92% increase in fans on Facebook since August 2013 Current Page Likes: 42,300 October -2000 Viral Reach grew 385% since August 2013 Viral Reach: The number of unique people who saw your post or page mentioned from a story published by a friend 2013
You Tube Visit Dublin Views 100000 90000 80000 70000 60000 50000 VisitDublin 2013 40000 VisitDublin 2012 30000 20000 10000 0 1 2 3 4 5 6 7 8 9 10 106,419 total video views (Sept – Nov) This is 606% greater than the total views of all the videos for the same time last year.
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
‘Dublin’ Searches Interest in Dublin related keywords searched within the UK has improved by 12% Year on Year
Dublin Now Pilot Project (a) Reach & Engagement Unique Engagement*: Video views, social likes, shares, retweets, website visits from SE’s Total Reach 12,671,030 Unique Reach: Potential views of this content via across SE social channels Unique Reach 4,438,946 Total Engagement 186,374 Total Engagement**: Video views, social likes, shares, retweets, website visits from SE’s *Unique Engagements occur if a user shares, likes etc a post once Unique Engagement 165,435 Total Reach: Potential views of this content via across SE social channels & SE websites **Mulitple Engagements occur if a user shares, likes etc a post more than once
Dublin Now Top Content Pieces
Dublin in 60 Seconds Video 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 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
Nerdy Dublin 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
Dracula’s Bloodline 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).
Dublin Fashion Map Twitter • 50 Tweets • 86,000 reach Website 6 mins spent reading onsite Learning: Well written and designed content with a function & aids planning for Dublin visits. It performs well in search
Learning’s • 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
Five Key Pillars: 4. Initiatives Areas of focus
4. Initiatives: (b) Trade Capability Program • 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.)
Five Key Pillars: 4. Initiatives Areas of focus
Existing Digital Assets 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).
Visit Dublin Digital Footprint: Owned Channels & Drivers Role: Amplify consumer interaction and engagement through promotion of curated, created and collaborated content Media Type: Paid Role: Support & foster consumer interaction and engagement through curated, created and collaborated content Media Type: Owned & Earned Search 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 Social Media News Release Content Google+ Facebook Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement. Media Type: Earned Content 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 Paid Social Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels. Media Type: Paid & Earned Content YouTube Twitter Dublin Festivals VistitDublin.com Role: A Hub for Content on Dublin Festivals & Festival Information Media Type: Owned Media Digital Advertising 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 Content Role: To drive awareness of Dublin and drive consumers to VisitDublin.com Media Type: Paid (Tourism Ireland) Pinterest 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 Content Content Role: Curate and archive photo content to boost visibility, target audiences and communities, benefit search and social, increase SOV Media Type: Earned Instagram RM Database Content Content Tumblr 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 FlickR Role: Act as a content archive from which to draw upon for republication of images through owned channels Media Type: Earned Digital PR Role: To drive awareness, create buzz and engagement Media Type: Paid & Earned (Tourism Ireland) Ezine Role: Email has a dual role Awareness: Amongst our Red Segment of main RM database Participation: Drive traffic to site Media Type: Owned Media
Visit Dublin Digital Footprint: Owned Channels & Drivers Paid Social Tell Me Travel Responsible Search Role: Support & foster consumer interaction and engagement through curated, created and collaborated content Media Type: Owned & Earned Concierge Travel 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 Sheerluxe Media Type: Earned Review Sites Google Google + + Digital Advertising Faceboo Faceboo k k Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement. Media Type: Earned Content Role: Travel 1. To host Dublin search optimised created Republic and submitted content to create awareness and interest. 2. To assist with search visibility through optimisation and tagged content Media Type: Paid, Earned, Owned Technology Virtual Tourist Travel Social Media & Media News Partner Release Music Sites Content Trip Advisor Role: Amplify consumer interaction News and engagement through promotion of curated, created and collaborated content Media Type: Paid Festival Guides Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels. Media Type: Paid & Earned Content Interest Related YouTub e Twitter Dublin Festivals VistitDublin.com Role: A Hub for Content on Dublin Festivals & Festival Information Media Type: Owned Media Activities Fashion 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 Content Role: To drive awareness of Dublin and drive consumers to Festivals VisitDublin.com Media Type: Paid (Tourism Ireland) Pinteres Pinteres tt Industry Clusters Role: Curate and archive photo content to boost visibility, target audiences and Retail communities, benefit search and social, increase SOV Media Type: Earned Mr & Mrs Smith Role: Boost visibility of Dublin related content through the use of influencers and tagged content and Air BnB encourage users to share Dublin i-escape related content. Media Type: Earned Content Content Content Content My Travel Tumblr Tumblr Accommodation Instagra Instagra m m RM Database Food & Drink Role: Boost visibility of Dublin related content for new target Venues audience through the use of influencers and tagged content, position Dublin as a ‘cool’ place to visit. Media Type: Earned FlickR FlickR Role: Act as a content archive from which to draw upon for republication of images through owned channels Media Type: Earned Expedia Digital PR Role: To drive awareness, create buzz and engagement Media Type: Paid & Earned (Tourism Ireland) Booking Sites Ezine Booking.com Role: Email has a dual role Awareness: Amongst our Red My Travel Segment of main RM database ebookers Participation: Drive traffic to site Media Type: Owned Media
Five Key Pillars: 5. Areas of Focus Areas of focus
5. Areas of Focus 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 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
5. Areas of Focus 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
Questions? Orla.Carroll@failteireland.ie @orlacarroll
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