NITB Social & Digital Marketing. Crom Estate by Finn Beales Instagram Blogger

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1 NITB Social & Digital Marketing Crom Estate by Finn Beales Instagram Blogger

2 Digital marketing is at the centre of NITB s strategy to promote Northern Ireland as a tourist destination.

3 NITB Marketing Strategy Drive visitor numbers Drive economic return Change perceptions Build on growth Fully integrated approach multi channel campaigns

4 Objectives Deliver 1.2 million engagements across web and social channels Successfully maintain web presence achieving 3.4 million visits Grow marketing database Content marketing - Implement a multichannel communications strategy across web and social channels to ensure continuous seeding of content to ensure communications to consumers at the right place, at the right time.

5 How? 1. Clearly defined audiences 2. Mapping of integrated customer journey & targeted messaging through to digital fulfilment 3. Mix of optimum offline/online tools & tactics for each audience

6 Content Marketing Search Marketing Discover Northern Ireland Social Media Digital Advertising Marketing

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9 A Digital Marketing Approach 1. Grow social media audiences through partnerships & social media advertising - Reach 2. Quality frequent content publishing based on audience insights & trends. Every post actionable - Engage 3. Transfer of subscribed social audience to address through competitions - Engage 4. Segmented marketing towards driving website traffic Action & Nurture 5. Optimised website content to drive conversion - Action 6. Sharing - Social content curation & live aggregation for inspiring new journeys - Reach

10 Social Media Facebook 95,000 likes Twitter 20,000 followers YouTube 500,000 video views per year Pinterest/Instagram encouraging user generated content Google+ - 70,000 followers

11 Social Media Timely, relevant and engaging content Strategic approach Personas, Guidelines, Quality Content, Frequency, Conversational Objective & audience in mind for each post Mobile First

12

13 Journey & Fulfilment

14 Data Capture & Comps

15 Integrated Approach Breakdown of ATL messages into social content e.g TV screen shots Call to action for ATL is web social platforms and #tag also promoted ATL Big stories, social media small stories Advertorials pushing to web content landing pages All digital pushes to grow marketing

16 Integration with creative video content

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18 Marketing

19 Press

20 Curation

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24 Always on (never ending) Marketing Continual content marketing strategy Seasonal, Annual search trends, Reactive Delivering stories and opportunities for audience participation and engagement Themes & mini activations #LoveNI Social content curation & live aggregation

25 Content Marketing Steps 1. What do we want to be famous for? 2. Content priorities 3. When to distribute this content? 4. Co-ordinated content calendar 5. Create interesting sharable content how do we want to make people feel? 6. Where is fulfilment? Web at centre? 7. DISTRIBUTION

26 Content Marketing Personalise face behind brand, videos, content, tone of voice! Experience driven Interesting or Entertaining Be constantly visible Capture content for audience interests Authenticism & Humour SEO &/or Social underpin all activity

27 Storytelling

28 Capture Content

29 Digital Content Planning Weekly social post plan & monthly themes Photo/content sourcing Gap analysis & identify trends Twitter search Guest contributors Most viewed/shared content repeat until it stops working Optimise sticky pages add video, update Apply learnings across all marketing - PR, , ATL Keep constant ideas list & take (some) inspiration from the clickbait masters

30 Content Calendar

31 Digital Campaign Highlights 2013

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33 Task based online photography game Direct engagement promoting NI destination Intake of quality fan photography Audience as social influencers Offline radio partnership to maximise reach Short break partner direct fulfilment

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37 The Impossible Shot campaign, aiming to showcase world-class golf product Combined promotional tactics YouTube & Social advertising & Seeding Competition mechanic in linked game for data capture 1.3 million impressions

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40 Social application To increase social subscribed audience in Republic of Ireland market Gamification tactic for increasing viral spread and engagement Mobile Responsive - crucial Geo-targeted & tactical partner promotional activity

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42 13,000 additional subscribed social audience from Republic of Ireland 30,000 Game plays brand dwell & social trace visibility New more aligned target audiences (alter content to suit)

43 Fly your Family Home for Christmas

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45 End 2012 year with a strong viral campaign Document family s homecoming in a viral piece of video emotive content #northernireland Negative perception of Northern Ireland being carried in media at the time Foster strong sense of civic pride

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49 Immediate impact Top trending video on YouTube UK homepage 440,000 video views & social reach into m s. Highly emotional response

50 Digital Marketing Projects 2014

51 New DiscoverNorthernIreland.com Total redevelopment of flagship website Richer product listings & cross sell opportunities Dynamic page content tailored to individual visitors preferences Geographic context / interactive maps Marketing automation Integration of social content as testimonial Enhanced social media listening & campaign creation tools

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55 Monitoring & Evaluation Death by excel Search engine keyword rankings Social engagements and website & social media traffic What drove most interaction? PTAT metric Monthly KPI reporting Monthly performance review - review which marketing tactics are driving results regularly and adapt campaigns to take advantage of new opportunities.

56 Current Stats / KPI s Subscribed social audience: 170,000 was 26,000 in Jan 2012 Social Engagements 2013: 1.667m Definition of engagements: Likes, comments, shares, retweets, mentions, video views, game plays, repins Average monthly social engagements: 100,000 Average monthly website traffic: 300,000 database: 45,000 growth of 15,000 per year Competition entrants in last 12 months: 28,000

57 What we ve learnt Know your audience who, what, why Think mobile how will this look? Keep mechanisms very simple Set the rules and stick to them Guidelines, policies Remember your end goal traffic / engagement

58 What we ve learnt Nothing in isolation - integrate Return on investment analysis what worked best / budget evaluation Record EVERYTHING! Competitor benchmark & recording their growth Live, short & topical = impact People love icons but niche & quirky also works Video and viral games are great for dwell Volume & frequency just get it live and tweak later

59 What s Next More listening, responding & conversation Emphasis on enabling sharing stage & UGC for cycle fulfilment Social integration in campaign planning & owning #northernireland Bigger focus on SEO & organic opportunity Measure ROI & Cost analysis minutely through analytics

60 EVIDENCE BASED DECISIONS

61

62 What s Next Upweighted social media advertising & with live events, partners & comps Ulster Rugby next week! Integrating advertising into online content Upscaled video content & formats Twitter audience growth marketing database growth Humour / Trying to be funny...

63 What s Next SNEAK PREVIEW!

64 Your Opportunity to get involved Share your information (photos / video / content) with us to be published on our websites / social media channels Join in the conversation from your social media accounts - #loveni / #northernireland #yourdestination Chat / engage from your account Invite us to you bloggers available Supply content ideas, competition prizes and photos keep up communications

65 Content Ideas What works? Content Events, activities, must sees, exclusives/inside scoops, trip ideas Essential information Maps, events, downloadable guides/programmes, links Good resources to promote activities, attractions, events, and more Points of inspiration in the travel lifecycle Timely/topical

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69 NITB Digital Unit Paul Coleman Social & Digital Marketing Manager Charlotte Jess Social & Digital Marketing Officer Rachel Quigg Social Media & Content Executive Contact

70 Thank you

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