Digital Trends & Opportunities - Tourism Victoria
-
Upload
mike-hauser -
Category
Technology
-
view
223 -
download
1
description
Transcript of Digital Trends & Opportunities - Tourism Victoria
Tourism VictoriaDigital Trends & Opportunities
February 2013
Digital is big….
2.1 Billion internet users worldwide. Asia accounts for almost half, yet only 24% of population currently access internet
17 million Australians access
the internet, 78% of population (over half
are on Facebook)
If Facebook were a country, it would be the World’s 3rd
largest
By 2014, mobile internet
should take over desktop
internet useage
78% of consumers trust peer recommendations,
14% trust advertisements
people take actionfrom a local search
on mobile
1 in 2
Digital Trends 2013
• Real time marketing– Oreo
• The Mobile Consumer– Responsive Design
• Social Media Engagement– GOR Grand Prix
• Location, Location– SoLoMo
Digital Strategy
Digital Marketing Strategy
Marketing Strategy
Search Social Media
Content eMail
Mobile
Video
Website
• Simple Design & Layout– Easy to navigate– Supports the brand– Easy to convert
• Keyword rich copy– Support search
• Content up to date & relevant• Mobile compatible
– Works on tablets & smartphones
Search
• Search Optimisation (SEO)– Site structure– Optimised content– Links– Avg: 75% of site traffic
• Search Marketing (SEM)– Support SEO– Google Adwords– Cost effective– Avg: $1 per click
eMail Marketing
• Owned List– Regular communication– Engaged audience– Cost effective
• Purchased List– Targeted audience– Respond to offers/competitions
Social Media
• Claim your place – Google Places (google.com/places)– Twitter account– Facebook
• Listen and acknowledge your audience • Inspire, engage then convert• Resource the conversation
Mobile
• Get found on Mobile– Mobile Search– Google Maps– Facebook
• Mobile Site– Responsive or Separate Site
• Do you really need an app?• First screen & Dual Screen• Big Picture
– Integrate mobile into strategy
visitvictoria.com
visitvictoria.comYr ending Dec 2012
Source: Google Analytics
A short digital history
1999First web site
2001visitvictoria.com launched
2001WAP
2002Site redesign
2003 to 2010Refined design
2009m.visitvictoria.com
2010iPhone app
2011playmelbourne.com.au
2011visitvictoria.com
2008Insiders app
Digital Strategy 2011-2014Key directions
Focus on visitvictoria.com Engage with social media strategy Build a strong digital capability in
China Develop a mobile website Expand video content and online
video distribution Encourage the Victorian tourism
industry to increase the use of digital technology for marketing and booking
Mobile Strategy
Mobile visits to visitvictoria.com 2010-2012
• 2010 238,030 visitors (3.5% of traffic) • 2011 651,850 visitors (10.2% of traffic)• 2012 1,362,000 visitors (22.5% of traffic)
• Jan 2013 33% of traffic
Digital Opportunities
visitvictoria Listing
• $250 annual listing fee• $100 Accredited
• (Free for events/not for profit)
• Mapping• Integrated Booking• Deals & Offers• ATDW distribution• Search Optimisation• Reporting• Avg 2,300 views per listing• Fees refunded to regions
Digital Opportunities
Events Victoria
Built communities• Facebook
– Melbourne: 343K (reach: 90M)
• YouTube– Over 1.6M views on the
channel• Twitter
– @Melbourne: 6,850K• Sina Weibo
– /melbourne: 24K• Instagram• Pinterest
Digital Opportunities
Social Media
Tourism supplier
STO
ATDW
Distributors Consumers
Digital Opportunities
ATDW
National ATDW Distributors
Summary
• Keep up to date with digital trends• Develop integrated digital strategy• Focus on search optimisation & marketing• Consider mobile audience• Engage with social media• Leverage Tourism Victoria’s digital channels
Superbowl – Oreo Campaign
Responsive Design
Social Media Engagement
• Facebook Post
Happy New Year
• Over 21,500 Likes/Shares/Comments
• Reach of almost 102,500• Engagement rate of 21%• (Avg engagement: 6%)
Social Local Mobile