Social media Eilean Donan Castle, The Highlands Glencoe, the - - PowerPoint PPT Presentation

Social media

Eilean Donan Castle, The Highlands

Channels

Glencoe, the highlands

The channels

Facebook

• Facebooks Global Pages
• Allows for one brand in various locations.
• Global audience for a stronger brand
• connection. (One like count for all pages)
• Optimise content for each market/audience.
• 4 Market pages.
• Our pages are based on locations &

languages.

• Based on their current IP location and/or

language set on their Facebook profile.

Facebook

• www.facebook.com/visitscotland
• Default page
• People who are in countries without regional

(market) pages.

• UK, US & Australia will always receive this

page.

• Content targeted to US& CA when more

relevant to that market.

Facebook.FR

• www.facebook.com/visitscotland.fr
• Market page
• See by locations & languages.
• France for all languages
• Canada in Quebec for French
• Belgium for French
• Can target within the Market page.
• Living in France only

Facebook.de

• www.facebook.com/visitscotland.de
• Market page
• See by locations & languages.
• Germany for all languages
• Switzerland for German
• Can link to language page of website.

Facebook.es

Facebook.nl

Instagram Twitter

Both channels have global audiences that that can’t be targeted to organically. This needs to be taken into consideration when choosing the content and writing the copy.

Managing Pages

• Dedicated team for Global pages.
• Members of the International Marketing team to look after Market pages.
• Geo-target niche regional messages.

Challenges

• Time – Market pages don’t get moderated as much.
• Performance – Facebooks algorithm wants post to have high engagement within a

short time.

• Translation

Content

Glencoe, the highlands

Content

Optimising content

By optimising content relevant for the audience, and having a dedicated person looking after this, we have seen incredible results.

• Organic reach - 354%

increase.

• Comments - 275% increase.
• Likes - 131% increase.
• Shares - 211% increase.
• Link clicks a - 243% increase.

Content

Popular content

One size doesn’t fit all but sometime it does. J Reach - 8,327,032 Comments, likes & shares – 372,794 Video views – 3,510,712

Paid media

Glencoe, the highlands

Paid Social

Five stages of Customer lifecycle

Paid social is flexible enough to work across all five stages SEE THINK PLAN DO ADVOCATE

Awareness

See – awareness

What and Why?

• Our big, flashy activity
• To make people say “WOW!”
• Isn’t selling, is just to be noticed
• Relevant to everyone

How on Social

• Skippable YouTube ads
• Optimised towards reach & frequency
• n Facebook
• Measured ad recall

Examples

• Our above the line TV ad
• 360 camera on a drone over Edinburgh

castle

Content Engagement

Think – content engagement

What and Why?

• Content marketing to encourage

engagement How on Social

• Videos, ebooks, articles, canvas ads
• Topical content eg. aligned and timed

with Outlander TV schedule

• In-house content, sometimes very niche

and targeted

• Measured engagement, views

Examples

• Targeting Dual-screeners while

Outlander is on TV in those markets

• North Coast 500 scenic video retargeting

recent site visitors

Channel Engagement

Plan – channel engagement

What and Why?

• Bring people on to our channels

(VS.com, CRM)

• Allows us to remarket to them via our
• ther channels

How on Social

• Lead-gen ads driving data capture
• Upload current CRM list, match with

Facebook user’s emails and exclude them from the targeting

• Highly targeted content marketing

Example

• Lead-gen ad includes a form with

user’s data prepopulated, so they can quickly submit details

Strategic Partner ROI

Do – strategic Partnerships

What and Why?

• Dual-funded campaigns with strategic partners (eg.

airlines)

• Extends budget reach

How on Social

• Dual-branded ads
• Retargeting users who engaged with Think and Plan

stage content

• Videos and prize draws
• Measured against partner ROI and objectives

Examples

• Retargeting KLM and VS.com audiences
• TV ad targeting local areas WestJet fly from direct to

Glasgow

Sentiment

AdvocaTE – sentiment

What and Why?

• Typically only very small strategic

campaigns

• Budget typically better spent at top of

funnel but some purposes exisit How on Social

• Retarget highly qualified audiences
• Measured against advocacy behaviour

(social engagement/ community sign- ups) Examples

• Encourage users to sign-up to the

iKnow community

• Boost specific advent calendar organic

posts to maximise reach

Influencers

Glencoe, the highlands

TRADITIONAL:

• Journalists
• Celebrities

Essentially it’s an individual whose actions and opinions have an influence and effect on the decisions of their audience.

What is an influencer? New media:

• Bloggers
• YouTubers
• Instagramers

Why utilise influencers?

• Influencers have the power to drive conversations and engagement, deliver authentic

content, create inspiring UGC and become brand advocates

• Influencer marketing is 11x more effective than banner ads.
• 47% of online consumers use ad blockers.
• People trust influencers nearly as much as they trust their friends.
• Micro influencers are just as valuable as top tier – capitalising on high engagement and

popularity within a certain audience.

SOURCE: Essential stats for influencer marketing in 2016 Consumers trust real people

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Devin Super Tramp | YOUTUBER DEMOGRAPHICS

Average age: 27 Dominant gender: 68% men Top age group: 36% 18-24 Top Countries: United States 60% United Kingdom 11%

STATISTICS

Average video views: 3.6 million Total channel views: 923 million

Results

Reach: 14.3 million Video views: 4.5 million Reactions, comments & shares: 318k

Measuring Success

Glencoe, the highlands

Key Performance Indicators

Social media KPIs developed by Avinash Kaushik. Conversation (comments) - Is what you are saying interesting enough to spark the most social of all things: a conversation? Amplification (shares) - Is what you are saying so incredible and of value that I'll stamp my brand on it and forward it to everyone I know? Applause (likes) - Do I think the content you've posted is interesting, even if I won't bless it with my stamp and forward it on?

Tools

Facebook analytics is an excellent free tool to see how your content is performing. From demographics to heatmaps on videos.https://analytics.facebook.com/ Instagram is still primarily a mobile app however IconSquare is a great tool that also now has Facebook insights at a reasonable price. https://pro.iconosquare.com/ Twitter analytics allows you to see how your tweets have performed as well as comparing your followers to other audiences. Followers are broken down into demographics as well.

Thank you

Questions?

River Coe, The Highlands