DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/digitalhub ddp@bournemouth.ac.uk @schooloftourism @philipalford #DDBU
Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations
The businesses benefited from 4 workshops which covered: Background to on line marketing Individual Business objectives Developing the strategy Measuring impact Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/digitalhub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
The following presentation is the case study provided by PDSW PDSW were focused on including their digital marketing strategy as part of their overall marketing strategy. This meant that their on-line activity would be integrated with all marketing and communication activity, to create more impact and make for more effective measurement.
Digital Strategy PDSW 2013-14
Communication Strategy Audience Development Strategy Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)
Strategic analysis (internal) Digital Marketing 10 to 30 Sept 31 Dec to 19 Jan 11 Jan to 10 Feb 11 Feb to 10 Mar 11 Mar to 10 Apr 11 Apr to 10 May No of unique visitors 2,763 3,478 4,574 4,216 5,075 4,855 Bounce rate 39.05% 39.61% 44.78% 46.19% 46.55% 48.08% % new visits 59.07% 57.53% 57.75% 57.76% 61.06% 57.58% Avg no of pages viewed per visit 3.96 4.15 3.63 3.41 3.65 3.33 Avg visit duration 00:02:50 00:03:12 00:02:37 00:02:22 00:02:43 00:02:24 New visitors 2,195 2,845 4,101 3,670 4,239 3,923 Returning visitors 1,521 2,090 2,991 2,648 2,694 2,888
Strategic analysis (internal) Digital Marketing
Strategic analysis (internal) Digital Marketing
Strategic analysis (internal) Digital Marketing
Strategic analysis (internal) Digital Marketing
Strategic analysis (internal) Digital Marketing
Strategic analysis (internal) Digital Marketing 40.00 35.00 Spring e-newsletter stats monthly vs targeted 35.47 35.93 35.43 30.00 25.00 20.00 15.00 Open rate (%) CTR (%) Unsub to open rate (%) 10.00 5.00 0.00 4.54 4.26 2.83 1.06 1.01 1.15 All Monthly Targeted
Strategic analysis (internal) Digital Marketing
Strategic analysis (internal) Digital Marketing A Summer Season for Dance www.paviliondance.org.uk Twitter What's On Silent Disco Dancing Terraces Monday-Night-is-Film-Night 1 2 13 16 26 40 6 42 31 25 74 0 10 20 30 40 50 60 70 80 Spring Masterclasses www.paviliondance.org.uk 8 Facebook 1 Unsubscribe 6 Masterclasses 30 Thursday-Night-is-Dance-Night 71 0 10 20 30 40 50 60 70 80
Strategic analysis (external) Market Segmentation 200.0 180.0 ACORN categories in 45 min drive-time area around Bournemouth 176 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 42.6 24.2 1. Wealthy Achievers 104 87 68 62 45 29.228.2 19.5 12.3 14.3 12.1 8.4 6.4 1.3 1.5 2. Urban Prosperity 3. Comfortably Off 4. Moderate Means 5. Hard Pressed Unclassified % of area population % base population Index av = 100
Strategic analysis (external) Market Segmentation 140,000 120,000 123,300 ACORN groups in 45 min drive-time area around Bournemouth 100,000 80,000 60,000 40,000 47,036 48,111 51,194 35,858 51,600 39,867 20,000 6,686 23,372 16,010 16,749 18,160 16,184 11,804 7,054 0 Source: Arts Council Area Profile
BH 1 1 BH 1 3 BH 2 5 BH 3 7 BH 4 9 BH 5 2 BH 6 4 BH 7 6 BH 8 0 BH 8 9 BH 9 2 BH10 4 BH10 6 BH11 8 BH12 1 BH12 3 BH12 5 BH13 7 BH14 8 BH15 1 BH15 3 BH16 5 BH17 0 BH17 8 BH18 8 BH20 4 BH20 7 BH21 2 BH21 4 BH21 6 BH21 8 BH22 8 BH23 1 BH23 3 BH23 5 BH23 7 BH24 1 BH24 3 BH25 5 BH25 7 BH31 7 Strategic analysis (external) Market Segmentation 1,600 1,400 Ballet/Opera attenders within area Ballet Opera 1,200 1,000 800 600 400 200 0 Source: Arts Council Area Profile
Strategic analysis (external) Market Segmentation 30 Thursday Night Autumn and Spring Seasons 25 20 15 10 5 0 BH1 1 BH1 3 BH1 4 BH2 6 BH6 5 BH8 8 BH9 3 BH11 9 BH14 9 BH21 1 BH21 3 BH24 1 DT1 2 SO41 6 SO41 8 SP6 1 Source: Arts Council Area Profile
Creating and selecting strategies
Communication Strategy Audience Development Strategy Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)
Communication Strategy Digital Strategy Audience Development Strategy
Communication Strategy a. Brand b. Print and readability level c. Tone of voice, audience segments, writing for different media d. Messages e. Media f. Digital Strategy
Digital Strategy Objective Strategy KPIs Increase awareness for PDSW and the new brand and website Use digital media channels for a teaser campaign Google Analytics, FB Likes, no of comments, Twitter followers, no of retweets Highlight unique location of PDSW (the whole of the South West) Use imagery of the beach & dance regularly, e.g. beach picture of the month. Encourage regional partners to take part Google Analytics, FB Likes, no of comments, Twitter followers, no of retweets Objective Strategy KPIs Increase awareness of (new) programme SEO; write specifically for web, so that Google Analytics strands of PDSW keywords get picked up Increase awareness of film programme Google Adwords campaign increased tickets sales general website Increase engagement with the website and with PDSW Put people unfamiliar with dance at ease Highlight intimacy of venue Write with targeted audience segments in mind; write specifically for web, so that keywords get picked up Create material with associated artists/artists in residence to populate new website FAQs or Dos & donts : when you come to visit us: you don t have to dress up, don t have to be an expert, don t have to be fit/slim, you re here to have fun and enjoy yourself Life streaming of post-show chats to show their relaxed and non-scary atmosphere Create film with hand held camera feel to chart people s way from the ticket desk into the auditorium Google Analytics; increased tickets sales Google Analytics; increased tickets sales Google Analytics; increased tickets sales Google Analytics; increased tickets sales Google Analytics; increased tickets sales
Facebook Objective Strategy KPIs Keep existing followers after the changeover to an Increase communication about PDSW; explain about the FB Insights; number of Likes compared to organisation name; start teasing in new brand number of Friends Increase existing followers engagement with PDSW Create FB events for all shows and other suitable events FB Insights, website referrals, increased tickets sales Enable ticket-booking via Facebook FB Insights, website referrals, increased tickets sales Increase awareness of new programme strands of PDSW Create FB events for all shows and other suitable events FB Insights, website referrals, increased tickets sales Run FB competitions to win tickets FB Insights, website referrals, increased tickets sales Attract new followers to FB and visitors to PDSW Create FB events for all shows and other suitable events FB Insights, website referrals, increased tickets sales Continue regular change of FB header image Run online competitions to win tickets FB Insights, website referrals, increased tickets sales FB Insights, website referrals, increased tickets sales
Twitter Objective Strategy KPIs Keep existing followers after the name change Increase communication about PDSW; explain about the name; start teasing in new Number of followers brand Use dashboard to schedule tweets about PDSW and to tease in new brand Number of followers, number of retweets, number of direct tweets Increase existing followers engagement with PDSW Use dashboard to get involved in more conversations by looking at different message streams at the same time Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Increase awareness of (new) programme strands of PDSW Use hash tags for regular programme strands: #thursdancenight #monfilmnight #GlyndebourneLive #BolshoiLive #NDTLive or for specific performances, e.g. #sellingsecrets #Dracula13 Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Publicise hash tags on website, in brochures, on online booking pages Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Attract new followers to FB and visitors to PDSW Continue regular change of Twitter header image Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Run online competitions to win tickets Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales
For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism @philipalford #DDBU