1. Managing reputation in
a multi–channel world
Beth Richards & Bryn Halliwell

2. Wales
A Challenger Brand
Thought leadership in category
Do one thing and over do it

3. Our world
Consumers are becoming increasingly empowered
They are being turned off by one way communication
What they are saying is shaping your brand

4. Branding online
has become
“reputation
management”

5. Challenges
Content
Socialisation
Integration
Evaluation

6. Content
Our content hungry web presence
A community of content producers and consumers
Source | flickr | davidking Offer something to line up against

7. Socialisation
Conversation culture
Learning to live within it
Success is the earned media space still needs to be earned
Source | flickr | DeusXFlorida

8. Integration
Online media does not replace offline media
Same rules still apply – Awareness to Advocacy
Source | flickr | purplemattfish Multichannel is best

9. Evaluation
Beyond site traffic and site conversion
Quality of content network
Source | flickr | Julia Manzerova Conversation sentiment

10. The DMO opportunity
Building on authority
Adding credibility
Wrapping in the brand

11. Our brand. Our point of view
Evolving the campaign proposition
Redefining the brand’s point of view

12. The ‘Proper Holidays’ Manifesto
24 days
Just 24 precious days of holiday a year
We’d hate to see you waste them
Take a holiday that means something,
Where working on your sense of adventure,
Is more important than working on your tan
Where you get value for time
As well as value for money.
Croeso i Gymru- Welcome to Wales:
Phrasebook optional, Raincoat sensible,
Indifference best left at home.
Ours is a country to explore, not to ignore from a lilo
Come and admire our stunning scenery by all means
But we’re so much more than a pretty face
Dig deeper, get stuck in
To see and feel and do and try and taste for yourselves
What proper holidays are really about.

15. Our digital journey
What have we done?
What did we learn?
What next?

16. Advocate Inspire
Customer
Journey
Book Plan

18. Drive awareness through:
Seasonal and planned activity - campaigns
Opportunistic amplification – existing attention
Driven advocacy through:
Conversational content - Owned & earned media
Using that to drive awareness and engagement

19. Challenges
Content
Socialisation
Integration
Evaluation

23. Amplification
Using events

26. 100,000
No. of Unique monthly
visitors to London blogs
75,000
Number of twitter
followers associated to
those blogs
123
No. of retweets
80,000
No of views on our
facebook page

31. Challenges
Content
Socialisation
Integration
Evaluation

33. Country Facebook Twitter 60,000
Facebook
Spain 263,083 18,418 fans in May
Croatia 233,197 851
Wales 126,286 4,739 A coordinated
Ireland 81,873 4,530 and planned
approach to
England 48,229 9,342 content
United Kingdom 46,371 17,432
Netherlands 36,043 4,749 120,000
Facebook
Switzerland 20,351 33 fans in Sept
Greece 15,627
Energise 2.0 Hamill and Stevenson (2010) 376
Norway 11,581 4,591

34. Challenges
Content
Socialisation
Integration
Evaluation

35. TV Digital
Print Channels
The Big Idea

36. TV Social
Direct Media
mail
The Big Idea
Print e-mail
Off site
partnerships website

39. Anglesey
Snowdonia
Ceredigion
Llandudno
Mid Wales Mid
North Wales Brecon
Borderlands Wales
Visit
Wales
Wye Valley
Swansea
South West
South East Cardiff
Pembs Wales Wales
Carmarth Glamorgan
Valleys

40. Evaluation [work in progress]
Drowning in data
Meaningful insights
Universal metrics

41. We measure lots of stuff.
Campaign awareness & response
Digital Activity and Web stats
Seven overarching KPIs

42. Our KPIs – the magnificent seven!
KPI 2009
figures
1.
Des'na'on
Awareness 44%
of
UK
popula'on
rate
3/10
2.
Campaign
Awareness 13%
Spontaneous,
22%
Prompted
3.
Claimed
and
Known
Response 1.8
million
3%
UK
Popula'on
4.
Emo'onal
Proximity 15%
of
UK
popula'on
rate
9/10
5.
Convic'on
to
Visit 40%
visi'ng
vs
60%
non
visi'ng
6.
Marke'ng
Effec'veness (the
conversion
funnel)
7.
Value
of
Marke'ng ~£60
million
per
annum

43. User-centric framework
EvaluaEon
Framework
What are they How do they feel
Do people know doing when they
about us? about us?
find us?
Awareness
AcEons
Advocacy
• Visits
• RaEng
something...
• Expressing
opinions
on
blogs
• Clicking
on
an
advert
• Leaving
a
comment...
and
forums
• How
long
they
stay
there
• Registering
for
something...
• Content
recommended
/
• “Bounce
Rates”;
whether
• Watching
a
video...
forwarded
people
sEck
around
• Downloading
something...
• High
profile
bloggers
posEng
• Signing
up…
about
us
• Bookmarking
us
• AStudes
changing
• Following
us

44. Challenges
Content
Socialisation
Integration
Evaluation

45. Managing reputation in
a multi–channel world
Thanks
J
Beth & Bryn