Digital Strategy

1.

Failte Ireland – Digital Strategy
Marketing Institute
Galway 25th February

2. Five Key Pillars: 1. Growth Goal

Areas
of focus

3. Five Key Pillars: 2. Strategic Imperatives

Areas
of focus

4. Key Pillars 2. Strategic Imperatives

1.
To empower Trade Businesses to fully embrace digital
• Leverage consumer insights to support and empower the Trade to activate digital
channels and attract international visitors.
2.
To interpret and activate Visitor Experience Propositions
• Recommend the most appropriate digital strategy, optimise the in-holiday
experience for each proposition and together with the Trade, utilise the most
relevant digital channels and content to attract international visitors.
3.
To improve Brand Ireland’s visibility across digital channels
• By doing both we ensure consistent messages about Ireland feature at every
relevant consumer touch-point

5. Five Key Pillars: 3. Digital Strategy

Areas
of focus

6. Five Key Pillars: 4. Initiatives

Areas
of focus

7. 4. Initiatives: Dublin Now Project

• Objective: to reposition Dublin amongst
UK social energisers
• Approach: development of an adaptive
content publishing model which created an
additional route-to-market through peerto-peer distribution of channel specific
content.
• Purpose: to raise visibility of Dublin, its
story, its cultural influencers and
businesses, with key UK social energisers
and influencers across the social web

8. Achievement

• The Dublin Now programme has enabled us to connect with S.E’s through a new route
to market, driving consideration and changing existing perceptions of Dublin through
the creation and distribution of content that suits this segment
• Our content appeared over 10 million times in UK SE online publications and the social
feeds of UK SE’s over the 2 month period (social feeds, UK websites and blogs)
• Our content was delivered into the social content streams of UK SE’s over 3.4 million
times (Twitter, Facebook and Instagram feeds) The trade was responsible for delivering
800,000 of these placements
• Over 181,000 UK SE’s liked, viewed, retweeted or shared our content amongst their SE
peers and SE publications

9. Dublin Now Pilot Project (b) Share of Voice (UK)

Share of Voice (SOV)
Share of voice (SOV)vs competitors
6000
2013
5000
2012
Dublin
76%
Competitors
73%
4000
65%
3000
35%
2000
24%
27%
1000
0
September
August
Sepember
October
October
41% increase in Twitter mentions of the hashtag
#lovedublin, the channel @visitdublin and the
hashtag #dublin Vs 2012
We delivered an increase in (online) Share of
Voice of 41%
Online SOV has increased to 35% while
competitor SOV has decreased by 11%
Competitors: Amsterdam, Berlin, Barcelona

10. Dublin Mentions 2013

Dublin Reach
Dublin Mentions
40000000
7800
35000000
7600
30000000
7400
25000000
7200
20000000
7000
15000000
6800
6600
10000000
6400
5000000
6200
0
August
September
October
Across all channels , the total number of mentions has
increased 13% since August with competitor mentions
falling by 10%
Competitors: Amsterdam, Berlin, Barcelona
August
September
October
Potential reach of Dublin mentions, across all channels, in
the UK has grown by 142% since August 2013 to over 35
million mentions

11. Twitter

@VisitDublin Mentions
Twitter Engagement
1 800
2500
1 600
2000
1 400
1 200
1500
1 000
Fans
2012
800
2013
Replies
1000
Retweets
600
400
500
200
0
0
August
September
October
462% growth in mentions* of Twitter handle
@VisitDublin
Twitter Followers: 33,526
*A mention is when someone sends a
tweet that has @VisitDublin contained
in it
September
October
134% increase in direct engagement with
Twitter (replies, retweets or initiates a
conversation)

12. Facebook

1600
Fan Growth
18000
1400
Top 10 Posts Viral Reach
16000
1200
14000
1000
12000
Dracula’s
Bloodline
Dublin in 60
seconds
10000
800
2013
8000
600
6000
400
4000
200
2000
16869%
increase
between two
posts.
0
0
August
September
92% increase in fans on Facebook since
August 2013
Current Page Likes: 42,300
October
-2000
Viral Reach grew 385% since August 2013
Viral Reach: The number of unique people who
saw your post or page mentioned from a story
published by a friend
2013

13. You Tube

Visit Dublin Views
100000
90000
80000
70000
60000
VisitDublin 2013
50000
VisitDublin 2012
40000
30000
20000
10000
0
1
2
3
4
5
6
7
8
9
10
106,419 total video views (Sept – Nov)
This is 606% greater than the total views of all the videos for the same time last year.

14. Visits to Visit Dublin

We have driven more UK visitors (up 25% to 132,016) to the Visit Dublin website, where they are
consuming far more authentic Dublin content

15. ‘Dublin’ Searches

Interest in Dublin related keywords searched within the UK has improved by 12% Year on Year

16. Dublin Now Pilot Project (a) Reach & Engagement

Dublin Now Pilot Project
(a) Reach & Engagement
Unique Engagement*:
Video views,
social likes,
shares, retweets,
website visits from
SE’s
Total Reach
12,671,030
Unique Reach:
Potential views of this
content via across SE
social channels
Unique Reach
4,438,946
Total
Engagement
186,374
Total
Engagement**:
Video views,
social likes,
shares, retweets,
website visits from
SE’s
*Unique Engagements occur if a user
shares, likes etc a post once
Unique
Engagement
165,435
Total Reach:
Potential views of this
content via across SE
social channels & SE
websites
**Mulitple Engagements occur if a user
shares, likes etc a post more than once

17.

Dublin Now
Top Content Pieces

18. Dublin in 60 Seconds Video

Twitter
• 853 tweets
• 3,788,792 potential reach
• Tweeted by Sunday Times Travel, Independent,
Darragh Doyle and The Daily Edge
YouTube
• Views 93,729
• UK views 10.4%
Website
• 865 UK site visitors
• 12% of all views are UK
• 4 mins on page vs 2 mins UK and EU
Learning: UK users more engaged than US and EU users

19. Dublin in 60 Seconds Video

Total Video Views: 93,911. UK Views: 10.4%
€500 You Tube Ads (paid) delivered 11,000 additional UK views
In 2012 only 12,000 total views were recorded, none of which were from a UK audience

20. Nerdy Dublin

Twitter:
• 216 Tweets
• 664,738 potential reach
• Reddit and Cindy Gallop Tweeted
Facebook:
• Shared 249 times
Website:
• 788 UK views
• 10% of all content viewers from UK
Learning: Topical and agile content works for this segment

21. Dracula’s Bloodline

Twitter
• 147 Tweets
• 1,489,849 potential reach
Facebook
• 104 Shares
• 526 Clicks
• 16,800 Viral reach (3,400 organic reach)
Website
• 1,037 UK viewers
Featured on:
• Creative Review (in top 500 UK sites)
• Filmmaker IQ (In the top 500 UK sites).

22. Dublin Fashion Map

Twitter
• 50 Tweets
• 86,000 reach
Website
6 mins spent reading onsite
Learning:
Well written and designed
content with a function & aids
planning for Dublin visits. It
performs well in search

23. Learning’s

Use of the adaptive content publishing model demonstrates a new route to market for
attracting international visitors to Ireland
This route to market positions and promotes destinations and propositions to our
target segments, through their peer to peer channels and networks (41% inc. in SOV)
This approach can play an important role in contributing to the delivery of
international tourists. (12% increase in consideration)
Consumer insights unearthed from this approach enable us to create and curate
culturally relevant content that appeals to our target audience, whatever the segment
We can create, curate and distribute culturally relevant content based on continually
identifying segment-specific consumer trends and interest streams
An effective M&E model is critical to demonstrate the ROI of this new route to market

24. Five Key Pillars: 4. Initiatives

Areas
of focus

25. 4. Initiatives: (b) Trade Capability Program

Enhancing our existing Trade Capability Program to deliver a step change
in the Trade’s best business practice in digital
By leveraging consumer understanding we will be able to tailor the Trade
Capability program to the specific needs of key programs and propositions
We continue to inform the Trade on emerging consumer insights and
trends to support them to continually enhance their digital offerings by
segment and proposition
We deliver cost and time efficiencies by providing enhanced levels of
support and training online (webinars, online tutorials etc.)

26. Five Key Pillars: 4. Initiatives

Areas
of focus

27. Existing Digital Assets

i. Digital footprint and eco-system audit:
• The purpose of this is to evaluate our existing digital assets and make recommendations to
park, cull or repurpose the assets to ensure they are aligned with the strategic framework
• The outcome will be the creation of an integrated digital eco-system for Fáilte Ireland that
maximises the visibility of Ireland across the web.
ii. Search & Social Audit:
• As part of this eco-system audit, a full audit of Fáilte Ireland’s effectiveness in both Search
Marketing and Social media will also be conducted, to identify ways in which both search
marketing and social media can be streamlining for FáilteIreland to maximise efficiency and
effectiveness
iii. Content Audit:
• The purpose of this is to catalogue all content elements to support population of the DAM
(digital asset management).

28.

Visit Dublin Digital Footprint: Owned Channels & Drivers
Role: Amplify consumer interaction
and engagement through promotion
of curated, created and collaborated
content
Media Type: Paid
Role: Support & foster
consumer interaction and
engagement through
curated, created and
collaborated content
Media Type: Owned &
Earned
Search
Role: Search has a dual role
PPC: Drive people to the site based on
the nature of their search query
Media Type: Paid (Tourism Ireland)
SEO: Increase visibility of Dublin
related content in the natural search
results
Media Type: Earned
Social Media
News Release
Content
Google+
Facebook
Role: Primarily role is to drive
organic search visibility and
presence. Secondary role is to drive
community and engagement.
Media Type: Earned
Content
Role:
1. To host Dublin search optimised created
and submitted content to create awareness
and interest.
2. To assist with search visibility through
optimisation and tagged content
Media Type: Paid, Earned, Owned
Paid Social
Role: Boost visibility, target audiences
and communities, benefit search and
social, increase SOV. Promotes all
owned channels.
Media Type: Paid & Earned
Content
YouTube
Twitter
Dublin Festivals
VistitDublin.com
Role: A Hub for
Content on Dublin
Festivals & Festival
Information
Media Type: Owned
Media
Digital
Advertising
Role: Drive awareness of Dublin and
Visit Dublin channels and its festivals
through content influencers,
influencers and promoted
images/videos.
Media Type: Earned & Paid
Content
Content
Role: To drive awareness of Dublin
and drive consumers to
VisitDublin.com
Media Type: Paid (Tourism Ireland)
Pinterest
Role: Boost visibility of Dublin
related content through the use of
influencers and tagged content and
encourage users to share Dublin
related content.
Media Type: Earned
Content
Content
Role: Curate and archive photo content to
boost visibility, target audiences and
communities, benefit search and social,
increase SOV
Media Type: Earned
Instagram
RM
Database
Content
Content
Tumblr
Role: Boost visibility of Dublin
related content for new target
audience through the use of
influencers and tagged content,
position Dublin as a ‘cool’ place to
visit.
Media Type: Earned
FlickR
Role: Act as a content archive from
which to draw upon for republication of
images through owned channels
Media Type: Earned
Digital
PR
Role: To drive awareness, create buzz and
engagement
Media Type: Paid & Earned (Tourism
Ireland)
Ezine
Role: Email has a dual role
Awareness: Amongst our Red
Segment of main RM database
Participation: Drive traffic to site
Media Type: Owned Media

29.

Visit Dublin Digital Footprint: Owned Channels & Drivers
Paid Social
Tell Me
Travel
Responsibl
Search
Role: Support & foster
consumer interaction and
engagement through
curated, created and
collaborated content
Media Type: Owned &
Earned
Concierge
e Travel
Role: Search has a dual role
PPC: Drive people to the site based on
the nature of their search query
Media Type: Paid (Tourism Ireland)
SEO: Increase visibility of Dublin
related content in the natural search
results Sheerluxe
Media Type: Earned
Review
Sites
Google
Google
++
Digital
Advertising
Faceboo
Faceboo
kk
Role: Primarily role is to drive
organic search visibility and
presence. Secondary role is to drive
community and engagement.
Media Type: Earned
Content
Role:
Travel
1. To host Dublin searchRepublic
optimised created
and submitted content to create awareness
and interest.
2. To assist with search visibility through
optimisation and tagged content
Media Type: Paid, Earned, Owned
Technolog
y
Virtual
Tourist
Festival
Guides
Role: Boost visibility, target audiences
and communities, benefit search and
social, increase SOV. Promotes all
owned channels.
Media Type: Paid & Earned
Content
Interest
Related
YouTub
e
Role: A Hub for
Content on Dublin
Festivals & Festival
Information
Media Type: Owned
Media
Fashion
Role: Drive awareness of Dublin and
Visit Dublin channels and its festivals
through content influencers,
influencers and promoted
images/videos.
Media Type: Earned & Paid
Twitter
Twitter
Dublin Festivals
VistitDublin.com
Activities
Travel
Media
MediaSocial
&News
Partner
Release
Music
Sites
Content
Trip
Advisor
Role:
Amplify consumer interaction
News
and engagement through promotion
of curated, created and collaborated
content
Media Type: Paid
Content
Content
Role: To drive awareness of Dublin
and drive consumers to
VisitDublin.comFestivals
Media Type: Paid (Tourism Ireland)
Pinteres
Pinteres
tt
Industry
Clusters
Role: Curate and archive photo content to
boost visibility,
Retail target audiences and
communities, benefit search and social,
increase SOV
Media Type: Earned
Content
Content
My Travel
Role: Boost visibility of Dublin
related
content for new target
Venues
audience through the use of
influencers and tagged content,
position Dublin as a ‘cool’ place to
visit.
Media Type: Earned
Mr & Mrs
Role: Boost visibility
Smith of Dublin
related content through the use of
influencers and tagged content and
Air BnBencourage users to share Dublin i-escape
related content.
Media Type: Earned
Content
Content
Tumblr
Accommodation
Instagra
Instagra
m
m
RM
Database
Food & Drink
FlickR
Role: Act as a content archive from
which to draw upon for republication of
images through owned channels
Media Type: Earned
Expedia
Digital
PR
Role: To drive awareness, create buzz and
engagement
Media Type: Paid & Earned (Tourism
Ireland)
Booking
Sites
Ezine
Booking.co
m
Role: Email has a dual role
Awareness: Amongst our Red
main RM database
My Travel Segment ofebookers
Participation: Drive traffic to site
Media Type: Owned Media

30. Five Key Pillars: 5. Areas of Focus

Areas
of focus

31. 5. Areas of Focus

1. Education:
• Introduce a step change the Trade Digital Capability program to focus on empowering the trade
to create and distribute their own content
2. Content: shift from a Promotional Model to an Encouragement Model
We are moving from a model focused on creating, promoting and distributing content, to one
focused on creating fewer, higher quality shareable content pieces, supported by a greater range
of curated content
Focusing on greater encouragement of the Trade to support them in creating their own content
Focusing on better utilisation of existing FI content, re-purpose this content and distribute it to
all key stakeholders
By undertaking these changes Fáilte Ireland will become a content distribution hub vs. a content
creation hub

32. 5. Areas of Focus

3. Distribution
• Use all available and appropriate digital channels to act as springboards to get
content in-front of our segments based on their interests
• Leverage consumer insights to identify appropriate partnerships and ensure all
distribution channels are activated to amplify the reach of content and ensure
effective distribution by all key stakeholders (Key Influencers, Trade
Businesses, 3rd party websites and partner websites)
4. Mobile first:
• 31% of traffic to the Visit Dublin Website during the Pilot program
is
via mobile
• 86% of UK / Irish audiences now have smartphones
• Nearly 1/3rd of UK page views are from mobiles / tablets
• Therefore we need to think mobile first
• Booking.com – mobile users made $8billion booking in 2013, up from $3 in
2012 & $1Billion in 2011

33. 5. Areas of Focus

5. Social
• In order for us to utilise peer to peer all digital assets and content must be shareable,
culturally relevant and based on our target segments interest streams
6. Metrics & Insight Generation:
A solid, continuous understanding of consumer behaviour is required for all digital programs
to ensure all activities undertaken are aligned to addressing specific consumer demands.
Detailed and continuous analysis of our digital activity direct all future activity

34.

35.

Questions?
[email protected]
@orlacarroll