Digital Destinations presentation at Zillertal School of Tourism

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Online Marke+ng in Tourism Digital Des+na+ons: A Fusion of Research, Educa+on & Professional Prac+ce Dr Philip Alford Zillertaler Tourismusschulen Friday 18 th October 2013 [email protected] @philipalford

description

Presentation made to tourism teachers from across Austria who were learning about online marketing.

Transcript of Digital Destinations presentation at Zillertal School of Tourism

Page 1: Digital Destinations presentation at Zillertal School of Tourism

Online  Marke+ng  in  Tourism  Digital  Des+na+ons:  A  Fusion  of  Research,  

Educa+on  &  Professional  Prac+ce    

Dr  Philip  Alford  Zillertaler  Tourismusschulen  Friday  18th  October  2013  [email protected]  

@philipalford  

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Digital  Des+na+ons  www.budigitalhub.co.uk    

 LinkedIn  (digital  des+na+ons  group)  www.pinterest.com/digitaldest    hIp://www.slideshare.net/DigitalHub    

 [email protected]  

 @PhilipAlford  |  @SchoolofTourism  

#DDBU        

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Economic  and  Social  Research  Council  

Funding  =  £55,000    

“We  are  the  UK's  largest  organisaOon  for  funding  research  on  economic  and  social  issues.  We  support  independent,  high  quality  research  which  has  an  impact  on  business,  the  public  

sector  and  the  third  sector.”    More  informaOon  at:  hUp://www.esrc.ac.uk/about-­‐esrc/    

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Aims  -­‐  summary    

To  create  a  knowledge  network  for  the  creaOon  and  sharing  of  small  business  digital  markeOng  

best  pracOce  and  knowledge.    

To  idenOfy  the  determinants  of  small  business  engagement  with  digital  markeOng.  

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Importance  of  small  businesses  

•  In  the  UK  micro  enterprises  account  for  around  87  per  cent  of  hospitality  businesses  

•  91.8%  of  businesses  in  the  EU  are  micro  (less  than  10  employees)  (European  Small  Business  Alliance  2013)  

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Why  small  businesses  need  help  •  Annual  turnover  rate  of  nearly  a  quarter  for  tourism  

businesses  •  Small  businesses  in  general  lag  behind  with  online  markeOng  •  However  despite  the  significance  of  small  businesses  in  the  

visitor  economy,  “most  studies  of  tourism  SMEs  have  focused  on  condiOons  of  entry  and  paid  very  limited  aUenOon  to  business  development  and  growth  processes”  (Pearce  and  Butler  2010:  83).  

 Shaw,  G.,  &  Williams,  A.  M.  (2010).  Tourism  SMEs:  changing  research  agendas  and  missed  opportuniOes.  In  D.  Pearce,  &  Butler.  (Eds.),  Tourism  Research:  A  20:20  vision.  Oxford:  Goodfellow  Publishers.  Chapter  7.  

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60  businesses  joined  program  

•  AccommodaOon  •  Arts  &  Culture  •  Conference  &  Events  •  EducaOon  &  Outdoor  Adventure  •  AUracOons  •  Retail  •  DMO  

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Criteria  for  selec+ng  applicants  

The  criteria  include:  •  Current  level  of  online  markeOng  •  AspiraOons  •  Level  of  commitment  •  Geographic  locaOon  •  Size  of  business  •  Sector  

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Applica+on  form  •  Please  tell  us  what  parOcularly  inspired/moOvated  you  to  

apply  for  this  programme.  

“Having  recognised  the  importance  in  the  fast  growing  nature  of  digital/  online  marke9ng,  a  key  priority  to  us  over  the  next  12  months  is  to  focus  on  online  marke9ng  within  our  marke9ng  strategy  -­‐  making  the  most  of  the  various  online  marke9ng  

channels  we  currently  use,  as  well  as  effec9vely  implemen9ng  new  ones.  This  programme  has  come  along  at  the  perfect  

9me  to  help  us  make  the  most  of  the  opportunity.”    

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First  seminar  –  needs  analysis  

1.  Digital  Olympians    2.  Apps  Fab  3.  Online  Crusaders  4.  AppPrenOces  5.  Digital  Dragons  6.  Social  Maniacs  

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Second  seminar  -­‐  planning  

•  Aim  –  to  start  the  planning  process  and  work  on  specific  campaigns  

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Developing  the  strategy    Situa+on:  where  are  we  now?    Objec+ves:  where  do  we  want    to  be?    Strategy:  how  do  we  get  there?    Tac+cs:  how  exactly  do  we  get    there?    Ac+on:  what  is  our  plan?    Control:  did  we  get  there?          

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Student-­‐Business  

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Student-­‐Business  

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Student-­‐Business  

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Par+cipant  blogs  

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Digital  Marke+ng  ‘unit’  

•  60  students  at  ‘Level  H’  (final  year  undergraduate)  •  From  across  the  ‘pathways’  in  the  School  of  Tourism  at  Bournemouth  University  

•  Course  ran  from  October  2012  –  April  2013  –  Term  1:  Oct-­‐Dec  2012  course  content  covered  on  Digital  MarkeOng  

–  Term  2:  Jan-­‐April  students  worked  with  businesses  on  Digital  MarkeOng  plan  

–  Term  3:  April-­‐May:  students  submit  coursework  

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Final  student  reports  Paultons  Park  (Georgi  Oliver  working  with  Rob  Lee)    

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@KarlHavard

Measurement in Context

FollowersFriends

SubscribersConnections

“Likes”Referrals

Click-Thru’sOpen Rates

ViewsVisits

VolumeSearch Rankings

Brand Buzz

SentimentRe-TweetsMentions

LinksReviews

Shared comments

SalesDownloads

Paid SubscriptionsSubscriptions

Leads

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Feedback  on  campaign  

“To  add  400  new  followers  in  7  days  is  a  great  result  for  us.  When  celebri9es  have  men9oned  us  before  we  have  had  added  around  100-­‐200  new  followers  depending  on  

their  following.  Naturally  Paultons  Park  generate  around  20-­‐30  new  followers  per  week”    

(Rob  Lee,  Digital  MarkeOng  Manager,  Paultons)  

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Business  digital  plans  

•  All  plans  uploaded  to  slideshare.com  and  being  disseminated  via  social  media  

•  Case  example  at  hUp://www.slideshare.net/DigitalHub/highcliffe-­‐castle-­‐case-­‐study    

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Results  &  Analysis  

•  Rich  dataset  comprising  –  ApplicaOon  form  –  Focus  groups  –  Blog  posts  – MarkeOng  plans  

•  Uploaded  and  analyzed  within  Nvivo  •  Currently  exploring  the  data  to  invesOgate  associaOons  and  build  theory  

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Results  &  Analysis  

•  MarkeOng  channel  analysis  •  Channels  –  before  and  aser  •  Database  analysis  

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Conclusion  -­‐  issues  •  Lots  of  informaOon  on  the  ‘why’  but  liUle  on  the  ‘how’  •  Lack  of  Ome  and  human  resource  (the  owner/manager  syndrome  -­‐  doing  

everything)  •  Inadequate  IT  skills  •  Lack  of  markeOng  know-­‐how  -­‐  while  small  businesses  have  entrepreneurial  skills  

they  lack  the  formal  markeOng  knowledge  required  to  plan  effecOvely  •  Lack  of  measurable  goals  for  their  digital  markeOng  mainly  due  to  being  unaware  

of  the  online  metrics  that  can  be  set  –  focus  on  end  sales  •  Lack  of  awareness  of  the  customer  engagement  process  and  channels/KPIs  that  

apply  at  different  stages  of  that  process  •  Related  to  point  above,  many  small  businesses  not  completely  convinced  of  the  

ROI  on  digital  markeOng  •  Outsourcing  some  or  most  of  their  digital  markeOng  without  having  a  clear  plan  or  

knowledge  thereby  losing  control  and  insight  

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Thank  You    

Ques+ons?    

Dr  Philip  Alford  [email protected]  

@philipalford