Digital and Social Media Strategy Justin Reid Head of Digital.
Transcript of Digital and Social Media Strategy Justin Reid Head of Digital.
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Digital and Social Media Strategy
Justin ReidHead of Digital
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Digital and Social Media
Step 1:• Be front and foremost in the places where people are
looking
Step 2:• Find them (potential visitors) in the places where they
didn’t know they were looking
Step 3:• Direct them to and inspire them via the world’s
leading national tourist board website
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Fully integrated approach
• Campaign activity• Press and PR• Olympics• Brand Partnerships
….cutting through the noise and clutter
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Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.
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Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.
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Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.• #1 new media.
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Be front and foremost in the places where people are looking
Search Engines, what we are seeking to be:• #1 in brand terms.• #1 in inspirational terms.• #1 new media.
What we are not seeking to do:• Bidding for these terms.• Competing with partners.• Achieve recognition where we can’t compete.
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Find them (potential visitors) in the places where they didn’t know they were looking
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Visitbritain
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Find them (potential visitors) in the places where they didn’t know they were looking
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VisitbritainTrip Advisor
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Find them (potential visitors) in the places where they didn’t know they were looking
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Find them (potential visitors) in the places where they didn’t know they were looking
• Content syndication• Yahoo Travel• World Travel Guides• British Airways (and any airline)• Mobile platforms (iPhone and Android)• Google maps• Bing maps
• Social Media• Facebook• Twitter• YouTube / visitbritain.tv• Flickr
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Find them (potential visitors) in the places where they didn’t know they were looking
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VisitBritainSwedenVisitBritain USA
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Find them (potential visitors) in the places where they didn’t know they were looking
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VisitBritainSwedenVisitBritain USA
VisitBritain TV
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Find them (potential visitors) in the places where they didn’t know they were looking
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VisitBritainSwedenVisitBritain USA
VisitBritain TV
Yahoo
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Find them (potential visitors) in the places where they didn’t know they were looking
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VisitBritainSwedenVisitBritain USA
VisitBritain TV
Yahoo
Social Media
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Social Media
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Direct them to and inspire them via the world’s leading national tourist board website
• June 2010 VB5
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Summary
• Expanding our reach, via content syndication and social media to double the amount of people our content touches by 2012.
• Making sure www.visitbritain.com is always the “last place” they come when “deciding” about where to travel.