OPTIMISING DIGITAL STRATEGY: LEARNINGS FROM MOBILE & BEACONS #DTIC2015

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1 OPTIMISING DIGITAL STRATEGY: LEARNINGS FROM MOBILE & BEACONS #DTIC2015

2 @CKJCHAMBERS

3 WHAT IS A TOURISM & EVENTS QUEENSLAND?

4 Purpose Mission Achieving economic and social benefits for the State through growing the tourism and events industry We are a consumer led, destination focussed organisation, that connects people and place like never before, through innovation and collaboration with the tourism and events industry

5 VISION Inspiring through brand, integrated marketing and events the world in priority domestic and international source markets to experience Queensland s signature experiences and events the best through quality and innovation, enhance destination offerings address on earth showcasing the best of Queensland

6 HOW DOES THIS TRANSLATE TO MY DAY JOB

7 How does a DMO extend the connection between people and place?

8 EXPERIENCE ENGAGEMENT & DIGITAL CHANNELS We create, curate and inspire positive stories about Queensland s destinations and events and connect them with the right people

9 FIVE STAGES OF HOLIDAY PLANNING

10 TEQ S DIGITAL FOOTPRINT 231,000 connections 2,765 posts (99% UGC) 350,541 #thisisqueensland 1,378,069 connections 32,000,000 post reach (QTR) Twitter 8,138,287 views 1,275,000 subscribers 1,871,571 sessions (Jul 1 Nov 17)

11 THIS IS QUEENSLAND APPLICATION

12 WHY BOTHER? 79% of people will use a downloaded app twice Only 16% of people will use an three or more times

13 WHY BOTHER? Inspiration came from three key consumer trends Increased trust in word of mouth Increased reliance on mobile Increased desire for WiFi Options considered Develop our own WiFi infrastructure Update the v1 of Queensland iphone app Break new ground

14 THIS IS QUEENSLAND APPLICATION

15 PLANNING This app is about PLANNING Travellers rely on the digital space to plan travel

16 EXPERIENCING This app is about EXPERIENCING Travellers expect a more informed and collaborative experience, led by the growing functionality of mobile

17 SHARING This app is about SHARING Travellers are sharing more about their trips, inspiring others to dream

18 KEY APP FUNCTIONALITY

19 KEY FUNCTIONALITY Key functionality Works in the background Product information from the ATDW Destination Information What s trending content Wi-Fi finder Location Based account

20 CONSUMER BENEFIT Consumer benefit 35% of traffic to TEQ website from mobile, meeting a consumer demand Functions with and without internet connection Location Based Services enhance the in destination holiday experience Useful edm information pre and post holiday

21 INDUSTRY BENEFIT Industry benefit Designed for mobile = increased leads Location Based Services designed to connect with consumers like never before Greater use of content from social media, eg RTO channels edm communications will further engage visitors pre and post their holiday

22 THIS IS QUEENSLAND APPLICATION

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24 THIS IS QUEENSLAND APPLICATION

25 LOCATION BASED SERVICES

26 LBS - BEACONS

27 LBS GEO-FENCES

28 USER STORIES - SEARCHING We have a free day. What can we do that is nearby? Search Search Results ATDW Product My Favourites

29 ARRIVAL BEACON NOTIFICATION Queensland Welcome to Tropical North Queensland. Find out what is trending in this amazing region. Slide to view Beacon Triggered Explore Destination Screen

30 USER STORIES - GEOFENCES This is Queensland Welcome to Tropical North Queensland. Find out what is trending in this amazing region. Slide to view Geofence Triggered Destination Hot 5 Screen

31 GEOFENCE CONTENT EFFECIENCIES TEQ Content

32 GEOFENCE USER STORY

33 EVENT BEACON I am at the PGA Championships. How do I find out more about this event?

34 RESULTS TO DATE

35 RESULTS Results to date: Downloads nearing 32,000 56,470 sessions (35% ios) 3.5 minutes per session Session to lead conv rate (10.2%) Accounts created 9,000

36 LEARNINGS & WHERE TO NEXT

37 LEARNINGS Beacon technology will advance quickly In large areas (1.85mn2 km) beacons not greatest for engagement Think deeply about role in beacon roll outs Do not expect to change user behaviour Allocate budget for app maintenance (ios updates)

38 ENHANCEMENTS Version three in the app store now Incorporate tips from Visitor Information Centre s Connectivity between digital assets

39 THANK-YOU