The Digital Dividend. Malcolm Auld Local Government NSW Tourism Conference March 2015
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1 The Digital Dividend Malcolm Auld Local Government NSW Tourism Conference March 2015
2 By way of background Hunter Valley holiday cottage Retail travel agency Online cruise business SaaS used by Hyatt in 54 countries 5 star hotels, airlines, TourismNSW, State tourism authorities, destinations
3 Do you know me?
4 Here s a hint
5 William Lever, 1st Viscount Leverhulme I know half of my advertising is wasted, the trouble is, I don't know which half.
6 Any fortune tells in the room?
7 A B C
8 Travel agency secret
9 Travel agency secret Dear Sue Thank you for your . I would like to take up the offer. I would like to go to London on or about 11 July 2013 returning about 8 August Dates are not critical I would like to be away about three and a half weeks
10 Some tips Image dominated templates go to spam filters is a personal channel write like one individual to another Use lots of links, particularly to video The $$$ are in the data don t blast single messages, use the data to follow-up warm to hot prospects
11 Where s the digital dividend?
12 Follow marketing fashion not marketing function
13 The two reasons people use the internet To save time To waste time That s it
14 Current digital trend More people access the internet via apps than via the web Apps are now a cost of doing business
15 How our brain works
16
17
18
19 The 5 senses
20 One of the world s biggest direct mail fans
21 One of the world s biggest direct mail fans
22 One of the world s biggest direct mail fans
23 One of the world s biggest direct mail fans
24 One of the world s biggest direct mail fans
25 One of the world s biggest direct mail fans
26 One of the world s biggest direct mail fans
27 One of the world s biggest direct mail fans
28 One of the world s biggest direct mail fans
29 One of the world s biggest direct mail fans
30 TourismNSW
31 Guess what
32 Essential element for successful tourist experience
33 Essential element for successful tourist experience
34 Petersons Winery love their customers on social media and vice versa
35 DIY creates problems for customers
36 Smells like 1999
37 Social Media?
38 The Connection Paradox The more people you are connected to the less of their posts you see
39 What s your ASS Time? A S S Time
40 What s your ASS Time? Average S S Time
41 What s your ASS Time? Average Social S Time
42 What s your ASS Time? Average Social Screen Time
43 What do we see on social sites
44 Eye Tracking studies
45 Eye Tracking studies
46 Eye Tracking studies
47 Eye Tracking studies
48 Eye Tracking studies
49 Eye Tracking studies
50 Eye Tracking studies
51 When Coke put its social buzz data through the same complex analytical tool that it uses to measure the ROI of its other marketing activities, the company didn t see any statistically significant relationship between our buzz and our short-term sales
52 Unilever s return on investment from in-store promotions can be as much as 50% higher than campaigns run across Facebook and Twitter
53 Social media the new industrial age technology
54 You cannot ignore social It is now a cost of doing business Google demands it You Tube, Google+
55 Use technology with higher human involvement Combine with GPS tracker and wearables MONA #hashtag Research journies and direct them in the future
56 Summary Humans are more important than technology Set measurable objectives Use the analytics to measure financial performance You have no choice but to use social so encourage sharing by customers Create an App another cost of business Find cost-effective ways to use humans (customers and stakeholders), technology and social channels to build your brand and a useful reference library
57 Remember Technology changes but peoples nature doesn t As Confucius said: mens natures are alike, it is their habits that carry them far apart
58 Thank you
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