TALKING SOCIAL MEDIA Craig Lawless, VisitScotland INDUSTR TRY R - - PowerPoint PPT Presentation

TALKING SOCIAL MEDIA

Craig Lawless, VisitScotland

Ailsa Craig, Ayrshire

INDUSTR TRY R Y RELA LATIONSH SHIP M MAN ANAGER

• SUPPO

PORT G T GROWTH

• DIGIT

ITAL A L ADVI VICE

• COLLA

LABOR ORATION ON

• INTE

TERNATI TIONAL ALISATI TION

• QUAL

ALITY TY A ASSU SURANCE

• ADVIC

VICE & E & SUPPORT

• BUSINE

NESS SS C CONTACT

960 Industry businesses

Master the parts that make up the whole

Scotland - a powerfully enriching personal experience

Our approach:

• Year round activity across multiple channels in our key markets that:
• Drives deep emotional connections with Scotland
• Brings Scotland’s products and experiences to life in an emotive and engaging way, re-enforcing

Scotland’s position as a welcoming, creative, innovative, inclusive and progressive nation

• Combines Scotland’s uniqueness with the benefits of holidays – as told through our unique stories

High volume search awareness & inspiration Lower volume actively planning & booking Low probability of conversion High probability of conversion VisitScotland Campaigns ; Partnership marketing with OTA’s & Airlines

BUSINESSES NEED TO BE DISCOVERABLE THROUGHOUT THE JOURNEY

VisitScotland Social Media VisitScotland.com Destinations & Businesses

12 weeks prior to a trip 8 x more experiences searches than air travel 48% of experience bookings are in destination via mobile

Scotland’s Natural Capital

THE EVOLVING CUSTOMER JOURNEY

Idea Accumulation Concept Forming Concept Building Executing the Plan The Holiday

Over the course of planning a holiday someone might do 100s, or even 1000s of different things online and

• ffline that contribute to their end

decision. Add to this their values, aspirations and barriers we need to be prepared to influence when the opportunity

• ccurs.

Perception/Positionin g Education/Understandin g Drive Visitors

CUSTOMER JOURNEY MAPPING - CONTENT

SEE Awareness & propensity See

Scotland is a place I want to visit

THINK

Scotland is a place I want to do

PLAN

Scotland is a place I want to visit now

DO

I am Visiting Scotland

ADVOCATE I am recommending Scotland

Inspirational content Tailored content based on type of holiday Planning content Industry and partner content User generated content

Social Media User Personality – Which are you?

The Ultras – Check feeds dozen of times a day – obsession – 14% fcbk 2hrs The Dippers – Only frequently – days without posting online The Deniers – Say Social doesn’t control their lives – but get FOMO – 20% The Virgins – tentative steps in social – 19% brits! The Lurkers – Hide in the shadows of cyberspace – 45% fcbk observers! The Peacocks – Popularity contest – High followers 1/10 twitter want more The Ranters – Highly opinionated online – mild face to face The Ghosts – create anonymous profiles for fear of giving info to strangers The Changelings – adopt new personality online – no one knows real identity The Quizzers – Asking questions to start conversations – Plumber? The informers – Seek kudos by being the first to share latest stuff – Feedly geeks! The Approval seekers – Constantly check feeds after posting – fret until response – 1/7 fcbk say its important HARD TO ENGAGE WITH ALL TYPES OF PEOPLES HABITS

Social Media Party

The Three H’s CONTENT IS KING

HUB HERO HYGENE

Things to Note:

• Tell stories
• Sell experiences 365
• Effort in creating and distributing content – less campaigns
• Age of the relationship – be social
• Use hashtags
• Encourage UGC
• Leverage social influencers and ambassadors
• Be a great partner, regional USP’s
• ROI – if you cant measure, don’t invest
• Collaboration is key
• Consider the 3 H’s
• Build the regional proposition

Biosphere Case Study

We are ACE…

2005 2017

• Girvan Youth Trust buy canoes
• AALS Licencing
• Youth work methodology
• Education programmes with

local schools

2016 2010 2008

• ACE moves to new premise
• Activities 65%/Funding 20%/Grants 15%
• Increase bank of freelance staff and training
• Partnerships with local transport and
• Community groups
• Ave 1500 clients per year
• 4 core staff, 2 apprentices, 4 freelance staff
• Duke of Edinburgh expeditions
• Girls R Ace Project funded to Attract

females into outdoors

• ACE becomes independent charity

2014

• Horizon scan approach
• Adventure Carrick formed to

diversify risk and delve into Adventure tourism market

• Create a local and regional

market

• Commercial trading arm of ACE
• Target market established
• Move to larger premise out of town with

improved storage facilities, IT and client focus

• Apply for grant funding for AC
• Continue with apprentice scheme
• LEADER funding approved 68%
• Development Manager appointed
• Tender for rebrand of AC and web

design

• Brand guidelines established
• Design of new suite of products to

compliment existing

• THRILL CHILL SKILL concept
• Maintain ACE model for education

2019

• Online bookable
• Holiday camps and Biosphere adventures
• International EXPO trade show
• GSA certification mark
• Scottish Outdoor ‘Best experience’ nominee

2020

• CEO Chris Saunders
• Travel trade ready
• Indoor climbing wall/Archery
• 4 core staff, 20 freelance
• Strong brand presence
• Holistic adventures

Our first website

Friction free - Online Bookability

Selling strategy on facebook

 Evergreen content – all year round  Geo locate activities to promote local  Huge call to action – engagement  Promotion of the biosphere  THRILL, SKILL, CHILL gradings  Also A5 size and A6 card

 Huge calls to action  Use of cuts, layers and space  Testimonials  Bespoke Biosphere adventures

 Social channels for retargeting

Biosphere Adventures

https://www.youtube.com/watch?v=efNMd38jQng