How to measure the success of a large scale, storytelling-based communication concept illustrated by the example of wasunsbewegt.com/storiedavivere.it

Wolfgang Töchterle Head of Digital & Member of the Management Board February 5th, 2015

South Tyrol is a contrast-rich symbiosis of

alpine and mediterranean,

spontaneity and reliability,

nature and culture.ı

Management

Marketing & Brand

Management

PR & Content Management

Administrat. & Human

Ressources

Product Development

Digital

60+ people working for the good name of South Tyrol in 10 European markets

Why a storytelling-based communication concept?

About getting all the fish

With our traditional approach we were not able to get the attention of all of our potential customers. That is

why we focus on contents that provide added value and seed these contents on new, non-holiday channels.

Nature

People Products

Architecture Everyday Culture

Alpine Competence Sustainability

holiday topics new content approach

Landingpage 2014

How can we measure success? About the impact of our stories

Let´s start from the mission!

1. We want to

create intensive and authentic touch points with our brand, through our stories.

2. Wasunsbewegt.com/Storiedavivere.it should

inspire real-life experiences in South Tyrol.

But what about the numbers? Looking for benchmarks

The metrics and KPIs How we measure success

The relevant campaign metrics

…and the Key Performance Indicators

Goal 1: “Consumption” Users have spent a predefined amount of time on our page or have viewed a predefined number of pages.

Goal 2: “Engagement” Users engaged with our content: e.g. triggered events like “play video”, “play song”, “enlarge map”, etc.

Goal 3: “Share” Users shared our content with their social network: e.g. triggered events like “share on Facebook”, “tweet site”,”+1 site”, etc.

Goal 4: “Experience” Users entered one of our digital experiences or left our page to buy something in one of the featured shops or holiday platforms.

Goal 5: “Registration” Users registered successfully on our page to get continuous inspiration by Südtirol.

Our *Goal Completion Rate (GCR) is the sum of the following goals:

Some results 9 months after the start

Goal 1: Consumption

5%

Goal 2: Engagement

78%

Goal 3: Share

6%

Goal 4: Experience

10%

Goal 5: Registration

1%

Keep in mind

Goal no. 5 is the most valuable one, goal no. 1 the least valuable one.

For each user we only count 1 single goal: the most valuable one. So, if one user first completes goal no. 1, then goal no. 2 and then goal no. 3 during one session,

we only count goal no. 3

Learnings Upgrades for 2015

Areas of improvement for 2015

1.  Creatives > we’ll make them easier

2.  Channels > we’ll clearer separate branding from traffic driving

3.  Syndication > we won’t rely solely on our agencies

4.  Content > we’ll make it easier & more social

5.  Site architecture & usability > we’ll use one single filter logic

6.  Added value > we’ll upgrade the dashboard (currently in beta)

Syndication …and how it will affect our KPIs

PAID OWNED EARNED

Wasunsbewegt.com Storiedavivere.it Syndication

Focusing on content syndication means, that the dialog with our prospects will take place not only on our landing page. It will take

place on other platforms as well. Therefore we are planning to integrate the additional buzz our stories create in our KPIs.

KPIs

new KPIs

Added Value …and how it will affect our KPIs

Impact analysis conducted in 2014 in Germany and Italy.

«Un desiderio di vivere la vacanza in modo non consueto, che […] riguarda di più il mondo del fare piuttosto che quello intellettuale.»

«Un desiderio di un-plug, che abbiamo visto notevole (e stranamente comune alle due location): il rifiuto della città, l’aspirazione ad uno stile di

vita diverso, o il semplice desiderio di un cambiamento.»

How can we use the emotions our customers experienced while visiting our landing page?

The evolution of Wasunsbewegt.com | Storiedavivere.it

Coming soon ;)

To be upated about the project register on the landing page Wasunsbewegt.com | Storiedavivere.it

or get in touch:

wolfgang.tochterle@suedtirol.info www.facebook.com/toechterle

www.xing.com/profile/wolfgang_toechterle