2. Agenda
• Introduction and Welcome
• A bit about Export for Growth
• Levels of understanding
• Audiences, customers and platforms
• Internationalisation Done Right
• Top tips for selling using social media – Jaye Cowle – Launch Online
• Get the elements right
• Coffee
• Understanding International Audiences
• Let’s get hands on
4. Introductions
Fiona Parnell – Digital Marketing Adviser – Dept International Trade
@fefi1971
https://www.linkedin.com/in/fiona-parnell/
Nigel Barker – Digital Marketing Adviser – Dept International Trade
@nigel_brkr
https://www.linkedin.com/in/nigel-barker-6015452b/
Emilie Calhaem – Export Manager – Dept International Trade
https://www.linkedin.com/in/emilie-calhaem-981a8926/
#GlobalVisitorSW
Jaye Cowle – Managing Director Launch Online
@aGoogleGuru
https://www.linkedin.com/in/emilie-calhaem-981a8926/
5. Introductions
Please introduce yourself, your
business, what your thoughts are on
social media and if you have used
social media advertising before.
Plus tell us one interesting thing about
you or your business.
6. Export4Growth Export Essentials
To bring this support to what we have to offer, please take a look at these services and select your top 3 in
order of priority.
14. For each persona, where do you
think they ‘hang out’ online.
Where do they get information?
What sites do they read?
Where do they shop online?
Exercise
15. What is the 3rd most
important question you
need to answer?
Question
44. Cornwall as a tourist destination for people
from the Netherlands...
Who are the Dutch and what are they like?
What do they like to do on holiday? Where do they go?
Why might they holiday in Cornwall? And
what do we have to offer them?
45. Who are the Dutch and what are they
like?
• Holland vs the Netherlands
• Happiest Children
• Population (16.8 million in 2013)
• Active people – cycling, hockey, ski-ing, football & caravans
• Staggered School Holidays
• Like to go back to places they have been before
• Bus holidays for older people to visit specific locations
46. What do they like to do on holiday? Where do they go?
Summer 2016 Holiday Statistics
11.7 million Dutch went on holiday on 21.7 million “holidays” ie two trips
8.6 million had “long” holiday overseas
https://www.cbs.nl/nl-nl/nieuws/2016/27/frankrijk-blijft-favoriete-bestemming-zomervakantie
Top Ten Destinations
1. France
2. Germany
3. Spain
4. Italy
5. Greece
6. Turkey
7. Austria
8. Belgium
9. Great Britain
Useful information to help shape our marketing plan...
• Like to book in advance
• 9 out of 10 take the car on holiday
• Order of Popularity
1. Hotel
2. Caravan
3. Holiday bungalow
4. Holiday appartment
5. TentSpend in 2015 €8million on Main holiday ie €831/person(£711/person)
47. What do they like to do on holiday? Where do they go?
Why and How do they book their holidays?
• Word of Mouth
• Book for more luxury in part due to All-inclusive (Cornwall?)
• Less and less bookings via a travel agent Rise of the “zelf boekers” in part due to
comparison sites (!)
• ¾ holidays are booked online with bookings being made Monday – Wednesday
in the evenings
Top travel Websites NL
1. Travix
2. KLM
3. Tui Nederland
4. Sundio Group (Sunweb.nl, Jiba.nl, Gogo.nl)
48. Why might they holiday in Cornwall? And what do we have to offer them?
• Land’s End
•Scilly Isles
• St Ives
• Eden Project
49. Why might they holiday in Cornwall? And what do we have to offer them?
50. Why might they holiday in Cornwall? And what do we have to offer them?
Issues to overcome...
1. Where is Cornwall?
2. How do I get there? Fly from Dusseldorf? Fly Amsterdam to Exeter?
3. Driving on the other side of the road
4. Language ie what we talk about when we promote holidays to the Dutch
5. Internal issue of exchange rate and setting prices
6. Staff Training
51. What are you trying to achieve?
Define
your
goals
52. What are you trying to achieve?
Different social networks
deliver different objectives
Facebook isn’t always the best
option
Tailor your efforts to each
specific channel
53. What are you trying to achieve?
Leads/data collection
Brand awareness
Claim an offer
Website traffic
App installs
Direct sales
Video views
56. What are you trying to achieve?
Case study exercise: groups of 4
Your business wants to grow
internationally – how might you use
social media advertising to do this?
Editor's Notes
Facebook & Instagram are the prime destinations for sharing life events and travel related content. E.g. Dubrovnik trip – my behaviour before hand and after…
52 percent of users surveyed said their friend’s photos inspired travel plans, and 76 percent post their vacation photos to social networks.
During vacation research, 55 percent of those surveyed liked pages relating to the trip they were planning.
This is a very important touch-point for travel brands, as social media is an important research tool for vacationers. If a brand is able to present itself to a vacationer then it could influence those 33 percent that change hotels, or the 7 percent that change their destination.
(http://www.adweek.com/digital/social-media-and-travel-go-hand-in-hand-infographic/)
This workshop today aims to be an introduction to social media advertising….to get you started and show you the process. To enable you to start talking to and influencing overseas customers… But it is not a quick win solution. You wouldn’t generally expect to put one ad up and get an immediate response with an influx of overseas visitors clicking on your advert.
It might take some time, some testing of different ad formulas or creative options to see which ads work best…then you might want to scale your ads to increase your results further. And all this is assuming you have all your ducks in a row to sell overseas…for example do you sell in multiple currencies?
Add brief description via John
PAID EARNED SHARED OWNED
Translate to the audience.
Show of hands
The website is at the centre of your digital marketing
It is both driven by and informs social media strategies and campaigns
Urlaub Cornwall
Dusseldorf nach cornwall
Rosemunde Pilcher
Tracking and conversion pixels and tags
Facebook Pixel
LinkedIn Pixel
Twitter Website Tags
Mobile responsive or mobile compatible
80% penetration in Germany for adults with smartphone (46% tablet)
83% say constantly checking their phone and searching.
Make sure your mobile site not only works but works well
Design for mobile first not second. Assume they will be hitting the site via mobile.
Translate to the audience.
Translate to the audience.
Translate to the audience.
Translate to the audience.
Translate to the audience.
Translate to the audience.
With any plan, be it a marketing plan a business plan or an advertising campaign social or otherwise it is really important to define your goals. What are we trying to achieve. It we don’t know this, we don’t know if it has been successful or not. And the more specific we can be about this goal the more accountable we can be into how successful it has been. For example we want to increase sales by a certain % - did our campaign help achieve this?
We know that different social networks deliver different objectives –
they operate in different ways,
they can help target different audiences more effectively.
Pinterest is 80% women.
LinkedIn and Xing are B2B networks.
Snapchat has a very young audience
Facebook has an incredibly high reach so can be good at targeting b2c and b2b audiences if you use the targeting tools available…
Facebook also has an array of useful tools for developing international markets including custom audiences & lookalike audiences…
Facebook isn’t always the best option. It is important to tailor your efforts to each specific channel – think about where your audience hangout…think about your product/service… is it a visual product? If it is maybe instagram and Pinterest might be a good social media to use? If it is a formal product/service, twitter and Linkedin might be more appropriate…
In terms of the objectives that we could be looking at…we could be trying to generate leads (Facebook is great at this – it has a ready made form facility that comes pre-filled in with the persons Facebook details once they click on the call to action button).
We could be trying to generate website traffic, Brand awareness, app installs, or run a promotion for a particular offer.
We could be aiming to increase sales in a particular market or get people to look at our video.
Or a combination of a number of these.
Recent research showed that the top 3 social media goals were awareness, lead generation and customer loyalty.
There is a vast array of information to be gathered for inspiration…for example if you look at Facebook Business they have a success story section, and you can search for all the travel and tourism case studies…Twitter & Linkedin also do something similar.
In addition AdEspresso have something called Ad Gallery which is a database that you can search to see examples of facebook ads within certain sectors.
