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Managing reputation in a multi–channel world Jon Munro, Visit Wales

Managing reputation in a multi–channel world Jon Munro, Visit Wales. Ten things on the road to success What are we trying to do and who exactly are “ we ” Challenges and change The big opportunity for Wales The brand – our point of view on holidays Digital marketing made simple

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Managing reputation in a multi–channel world Jon Munro, Visit Wales

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  1. Managing reputation in a multi–channel world Jon Munro, Visit Wales

  2. Ten things on the road to success • What are we trying to do and who exactly are “we” • Challenges and change • The big opportunity for Wales • The brand – our point of view on holidays • Digital marketing made simple • Yes, social media is important • But, integration is more important • The big opportunity for “us” • Content really is king • Working together

  3. What are “we” trying to do? Maintain £3.5 billion contribution to economy Improving Wales’ reputation on the world stage Addressing persistent stereotypes Budgets and Results ~£5 million per annum ~£60 million in additional value

  4. Our world Consumers are becoming increasingly empowered They are being turned off by one way communication What they are saying is shaping your brand

  5. Branding online has become “reputation management”

  6. Challenges Content Socialisation Integration Evaluation

  7. Content Our content hungry web presence A community of content producers and consumers Offer something to line up against Source | flickr | davidking

  8. Socialisation Conversation culture Learning to live within it Success is the earned media space still needs to be earned Source | flickr | DeusXFlorida

  9. Integration Online media does not replace offline media Same rules still apply – Awareness to Advocacy Multichannel is best Source | flickr | purplemattfish

  10. Evaluation Beyond site traffic and site conversion Quality of content network Conversation sentiment Source | flickr | Julia Manzerova

  11. Big opportunity for Wales Building on authority Adding credibility Wrapping in the brand

  12. Digital in a nutshell The customer journey Distribution channels Digital content

  13. Customer Journey Emotional Journey

  14. Yes, social media is important

  15. 60,000 Facebook fans in May 120,000 Facebook fans in Sept 60,000 Monthly active users 2,000+ Weekly posts and comments Energise 2.0 Hamill and Stevenson (2010)

  16. Our approach Listen! Engagement Influence

  17. But, Integration is more important

  18. TV Print Digital Channels The Big Idea

  19. Crowd sourcing • Content development • Community development Targeted engagement Creative and paid media amplification

  20. The big opportunity for us Content really is king

  21. Anglesey Snowdonia Ceredigion Llandudno Mid Wales Mid Wales Brecon North Wales Borderlands Visit Wales Wye Valley Swansea South West Wales South East Wales Cardiff Pembs Carmarth Glamorgan Valleys

  22. Google Maps National Parks SUSTRAN NTOP Accomm Events & Attractions Activities Trails Database Visit Wales Flickr Visit Wales Facebook Regional Tourism Partners Visit Wales Twitter Wrapped in the brand Visit Britain Visit Wales You Tube Trip Advisor Accommodation Things to Do Restaurant Attraction Reviews Media Room Hotels True Taste CADW AbergavennFood Festival Peoples Collection

  23. Working together Doing it in stages

  24. www.facebook.com/visitwales
www.twitter.com/visitwales  www.youtube.com/visitwales
www.flickr.com/visitwales #visitwales info@visitwales.com Like it Link it Tag it Share it Email it

  25. Managing reputation in a multi–channel world Thanks 

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