social travel britain 2015 conference: digital visitor

Campaign tactics

and brand

partnerships

for destinations

© 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

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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

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Over the last few years…

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Campaign Tactics for Destinations


Tactical activity

Delivers against clear digital objectives

Creative

Ultimately grows your customers visitors

What is a campaign?

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Objectives

Creative

Tech build

Promotion

Reporting

Audience Activation

Campaign Checklist

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• 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

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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

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• 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

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• Market research quiz

• Answer a selection of questions to enter

• Up to 84 combinations of answers provide insight

for future marketing opportunities

Creative Ideas

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• Market research quiz

• Provides insight for future marketing

opportunities

Creative Ideas

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Ellis Brigham

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Molton Brown

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Intercontinental Hotels Group

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• 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

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To deliver this creative – you need technology

Bespoke

3rd Party Application providers

Woobox

Shortstack

Offerpop

Statigram / Iconosquare

Postano

Adverway

Milky

More…

Technical

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© 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


• Now your fantastic creative campaign is built,

you need to attract the right people to it:

• Social advertising

• Facebook

• Twitter

• Youtube

• Instagram

• Blogs

• Optimise, target, refresh

Promotion

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• 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

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Delivering credible, authentic, high value organic

reach for your campaigns brand partnerships can

deliver fantastic results

Brand Partnerships

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• Campaign success involves regular review and

optimisation

• Entry optimisation

• Mobile entry vs desktop

• Disaster management

• Focus on core campaign objectives

Campaign Success

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Brand Partnerships


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

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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

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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

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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?

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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

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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

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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

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Secured Brands

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Destination Partnerships

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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

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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

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Post CampaignWhats next?


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

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• 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

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• 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

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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

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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

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Thank you

social travel britain 2015 conference: digital visitor

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