Workshop 2

Digital Destinations: Measuring the impact, outcomes and success

Philip AlfordBournemouth Universitywww.budigitalhub.com

www.pinterest.com/digitaldest ddp@bournemouth.ac.uk

@PhilipAlford | @SchoolofTourism#DDBU

Agenda Workshop 2 – today’s plan

• See printed agenda

Project update

• Profile on www.budigitalhub.com and join LinkedIn group

• Memorandum of understanding• Digital Visitor app – March-June• Next seminar – March 19-21• Student report due in w/c 25th March• Webinars – dates to be confirmed

Customer Engagement

Customer engagement:“Repeated interactions that strengthen the emotional,

psychological or physical investment a customer has in a brand”

Customer engagement strategy:“A strategy to encourage interaction and participation of consumers with a brand through developing content and

experiences with the aim of meeting commercial objectives. It is closely related to the development of content marketing and

social media strategy.”

Developing the strategy

Situation: where are we now?

Objectives: where do we want to be?

Strategy: how do we get there?

Tactics: how exactly do we get there?

Action: what is our plan?

Control: did we get there?

Situation analysis• Customer Insight: Identify distinct customer segments and

why they buy from you• Product Insight: What is your unique offer and is it clearly

communicated online? Think about this in terms of specific customers rather than in general

• Internal Resources: for example customer database that isn’t being used effectively

• Identify issues, weaknesses, challenges, opportunities which could inform objective-setting

• Competitor analysis – points of differentiation?• Your digital marketing analytics should inform this stage

Google Analytics Basics: Essential Stats

Advanced segments

• Introductory Video: Advanced Segmentation | Google Analytics IQ Lessons

• Default advanced segments– Non-bounce visits– Mobile and tablet visits

• Custom advanced segments– Visitors who viewed 3 pages and more– US visitors– German visitors

Outcomes – strategic business level

• Outcomes as articulated in November• How have they progressed?• What further clarification is needed?

Developing the strategy

- WHO?

The Marketing Objectives ChecklistNavigate your way to an effective objectives-led marketing mindset

Understand who you need to talk to...

Identify the biggest growth opportunities for your business...

get people to buy more often

get people to buy more

increase prices

those unaware of the brand

with new customers:

speak to more people

with existing customers:

NB: segmentation simplified for the purposes of the checklist

Seek options to increase distribution

Seek activities to drive

awareness

Seek activities to drive trial

Seek activities to drive

frequency

Seek activities to fuel weight of purchase

Seek ways to add product

value

Our core objective is to get ........... customers who are ................... to ...........................i.e. Our core objective is to get new customers who are unaware to be aware of our brand

Output:

reach more people

get more people to try

those aware but not yet

buying

those buying but not very

often

those buying but not very

loyal

those buying regularly

those who only buy your brand

Business goals - examples

• Increase Level 2 sales by those students that have completed the Level 1 course

• Target the London market for Jurassic Coast day trips

• Target the stag/hen parties, kid’s parties and team building clients within the groups market

Digital Plan – GoalsEmail marketing

• Aims: – Re-engage past customers– Test what content works most

effectively – Drive traffic to webpage with

specific offer– Drive traffic to Facebook to

build community engagement– Drive traffic from FB to

website

• KPIs:– Open rates– CTR– Referrals– Unsubscribes– Behaviour on website– No. conversions– Likes on Facebook– Shares on FB– UGC on FB

Tactics – how are we going to get there?

• Multi channel:– Email– Social media– SEO– Adwords – Website– Referral sites– Etc.

Developing the on-line strategy – important questions

Where does this fit with your current work? Have a plan – don’t bite off more than you can chew.

What do you want to say? Clear messages, fully prepared – to give and receive.

Who do you want to say it to? Which channels do your customers use?

When are you going to say it? Sending your message when people want to, and can, read them.

Developing the strategy

Where can you say it? How many can you manage and where are your consumers likely to be?

How often should you do it? Be regular, but not all at once – time your messages, have breathing space between your updates, blogs and discussions.

What do you want customers to do once they have heard you? Make sure you have a clear call to action. Be prepared to target them directly and to respond to them directly – good or bad.

Developing the strategy

Make your customers your championsThe importance of user generated content and ‘social media’ word of mouth. Be visible, be relevant and stay on messageMake sure you are part of the place, time and conversation.

How long can you keep going? Don’t start out on the social media/marketing route if you can’t sustain it!

Digital Plan – GoalsEmail marketing

• Aims: – Re-engage past customers– Test what content works most

effectively – Drive traffic to webpage with

specific offer– Drive traffic to Facebook to

build community engagement– Drive traffic from FB to

website

• KPIs:– Open rates– CTR– Referrals– Unsubscribes– Behaviour on website– No. conversions– Likes on Facebook– Shares on FB– UGC on FB

Measurement is key

‘Not everything that can be counted counts, and not everything that counts can be counted”

Set targets for KPIs

• Open rate and CTR (what percentage?) – base against past performance (time period), industry average, or what would expect (informed guesswork)? You need a start point

• Engagement with web content: number of visits, pages viewed, bounce rate, conversions (goal-setting)

• Engagement with FB: number of posts, Likes, shares, traffic to website from FB

Online tools for creating and monitoring customer engagement

Useful links and articles

• http://www.smartinsights.com/google-analytics/google-analytics-segmentation/segmenting-google-analytics/

• http://www.kaushik.net• http://www.google.com/analytics/customers/

index.html

Contact details

palford@bournemouth.ac.uk Tel: 01202 961646

Twitter: @philipalfordWeb: www.budigitalhub.co.uk

Facebook: http://www.facebook.com/BUDigitalHub