Upload
mark-frary
View
304
Download
1
Tags:
Embed Size (px)
Citation preview
© Digital Visitor Ltd 2015
What’s this about?
Social Media
1. Campaign tactics for destinations – to grow your audiences
2. Brand partnerships – to enhance the success of your campaigns
3. Post campaign Activity – to build ongoing social media success for your destinations
2
© Digital Visitor Ltd 2015
Who we are
Founded in 2005
Extensive experience delivering for UK and Intl. destinations over last 10 years
Effective Social Media - We deliver our client most innovative and impactful digital campaigns,
communities and coverage
3
© Digital Visitor Ltd 2015
Tactical activity
Delivers against clear digital objectives
Creative
Ultimately grows your customers visitors
What is a campaign?
6
© Digital Visitor Ltd 2015
Objectives
Creative
Tech build
Promotion
Reporting
Audience Activation
Campaign Checklist
7
© Digital Visitor Ltd 2015
• What’s the point of your campaign?
• Needs to deliver against your digital objectives
• Objectives include
• Data capture – 10,000 highly targeted email addresses
• Coverage on influential blogs with appropriate
audiences
• Increasing social engagement
• Website traffic to yours and members’ websites
• Community growth
Objectives
8
© Digital Visitor Ltd 2015
Once we agree the objective – we propose the
creative executions to achieve these
On brand
Appealing to your target demographic
Incentive based (also appealing)
User experience optimised
Technical
Channel specific
Creative
9
© Digital Visitor Ltd 2015
• Daily Calendar application
• Open a different door each day
• Encourages repeat visits and educates entrants
• Explore destination
• Link to website for more info
Creative Ideas
10
© Digital Visitor Ltd 2015
• Market research quiz
• Answer a selection of questions to enter
• Up to 84 combinations of answers provide insight
for future marketing opportunities
Creative Ideas
11
© Digital Visitor Ltd 2015
• Market research quiz
• Provides insight for future marketing
opportunities
Creative Ideas
12
© Digital Visitor Ltd 2015
• Your campaign application should….
• Be attractive and interesting for viewers
• Be simple to use – not too complicated
• Achieve your objectives elegantly
• Be memorable
• Not be cluttered or confusing
Bells and Whistles
16
© Digital Visitor Ltd 2015
To deliver this creative – you need technology
Bespoke
3rd Party Application providers
Woobox
Shortstack
Offerpop
Statigram / Iconosquare
Postano
Adverway
Milky
More…
Technical
17
© Digital Visitor Ltd 2015 18
Technical – Bespoke Vs 3rd Party
Bespoke 3rd Party
Cost High Can be lower
Flexibility High Can be high
Ownership Yes No
Support Ad hoc As standard
Internal resource Medium to high Low to medium
© Digital Visitor Ltd 2015
• Now your fantastic creative campaign is built,
you need to attract the right people to it:
• Social advertising
• Youtube
• Blogs
• Optimise, target, refresh
Promotion
19
© Digital Visitor Ltd 2015
• Influencer PR
• Research - Identifying the right bloggers and
influencers with the right readers
• Not necessarily the obvious choice
• Approach with appropriate themes
• Negotiate coverage
• Negotiate social promotion
• Asset management
• Time
Promotion
20
© Digital Visitor Ltd 2015
Delivering credible, authentic, high value organic
reach for your campaigns brand partnerships can
deliver fantastic results
Brand Partnerships
21
© Digital Visitor Ltd 2015
• Campaign success involves regular review and
optimisation
• Entry optimisation
• Mobile entry vs desktop
• Disaster management
• Focus on core campaign objectives
Campaign Success
22
© Digital Visitor Ltd 2015
Aligning your destinations with complimentary
brands who share your target audience can:
Boost potential reach on key networks
Deliver great organic growth for your communities
Extend your prize offering and your customers
opportunities to win
Increase the capture of high quality opt-in data
Re-inforce the credibility of your products & services
Brand Partnerships
24
© Digital Visitor Ltd 2015
Minimal cost
The right approach is a win for you, a win for the
partner and a win for your visitors
A simple concept – but all about the execution
5 Steps
Brand Partnerships
25
© Digital Visitor Ltd 2015
It’s all about your audience and what they might
like!
Put yourself in the prize winners shoes
Combine the two prizes in the peoples minds
Travel
Travel accessories
Activities
Consider holiday type, family / adventure, weekend
break?
1) Audience and Prize
26
© Digital Visitor Ltd 2015
Which businesses offer the right products and
reach the exact same audience?
Often obvious choices – but others might require
a little more exploration and thinking.
We often send an email round our team detailing
the client and prize, asking for ideas. The results
can be surprising,
Aim for 8-10 partners to consider, build yourself a
spreadsheet with each one listed.
2) Which brand?
27
© Digital Visitor Ltd 2015
Brands for destinations
Travel services and accessories
Books
Clothing
Footwear
Consider holiday type
Outdoor
Luxury Spa – bath and beauty
Exotic – Food / restaurants
2) Which Brand
28
© Digital Visitor Ltd 2015
A key stage
Campaign Reach is what you are after - find a
partner with a big community in the rights
channels
Check engagement
Look for regular outbound messaging from the
brand, replies, retweets, likes and comments
coming back in.
Rate audience size and engagement and shortlist
down to 2 to 3 prime targets.
3) Shortlist
29
© Digital Visitor Ltd 2015
Personalisation and context are key.
Find the right contact and prepare a support
document incl:
Campaign mechanic, Prize, Your promotion, Campaign
targets, anticipated prize value
Detail what you are offering them – email data 3
Email data is key - our campaigns deliver 35% opt-ins
for partner brands.
Negotiation skills are key – consider a 3rd party
for negotiating better terms.
4) Outreach
30
© Digital Visitor Ltd 2015
Deliver what you promised.
The closer you can work with the partner – the
better results you’ll both get!’
Include them in your promotion’s prize Terms &
Conditions
Deliver the best you can against the plan.
Remember timely fulfillment of shared opt-in
data and prizes is crucial, as the partner brand’s
reputation is at stake too!
5) Management and Results
33
© Digital Visitor Ltd 2015
Brand partnerships can extend to working
with influencers ongoing
We’re creating the largest influencer network
in Europe – with 3500 already opted-in
For destinations, we approach them to
broadcast content that focuses on your
destinations USPs
Leveraging brand partnerships, we also
provide giveaways in exchange for exposure
Brand + Influencer marketing
34
© Digital Visitor Ltd 2015
Now your campaign has delivered what you need,
the fun begins. Destinations can deliver ongoing
returns from Social through 3 main methods:
1 Tracking
2 Community Activation
3 Influencer Marketing
Post campaign
36
© Digital Visitor Ltd 2015
• Implement effective and ongoing tracking and
reporting to show your ROI
• Google analytics set-up with appropriate goals
• Monthly email marketing analysis
• Revenue tracking if appropriate
• Traffic (not perfect e.g mobile Vs desktop)
Tracking
37
© Digital Visitor Ltd 2015
• Community activation comes after growth
• We call it ‘Activation’ because many social
communities are dormant.
• Like a campaign ongoing communication with
your audience needs to be tactical and dynamic.
• A 12 month content plan won’t hack it
• Not as simple as email broadcast – 5% can
receive your posts without proper tactics
Community Activation
38
© Digital Visitor Ltd 2015
Tell your destination’s story everyday
Secure ongoing, quality blog articles that focus
on your destination USPs
Content for social channels
Tried and tested tactics incl. like sponsored
features, reviews, giveaways, events and trips
Trusted content for new and existing audiences
“Influencers tell the story of your destination (without
the bill for a Sunday Times double page spread!) “
Influencer Marketing
39
© Digital Visitor Ltd 2015
1. Be creative but don’t overkill
2. Bespoke Vs 3rd Party?
3. Brand partnerships could deliver maximum reach
for minimum cost
4. Consider core objectives throughout
5. Growing your audience is the first step
Top 5
40