1.
25 Years of Leading Tourism in York
<Welcome to the Digital Update : July 2012>

2.
What is digital marketing
anyway?

3.
The Wiki Definition of Digital Marketing
The use of internet connected devices to
engage a customer with online advertising
in order to promote products and services.
Internet connected devices are those such
as web browsers, smart phones and game
consoles. Etc, etc...blah, blah...
Sounds a bit too geeky and boring to us...

4.
Our Definition
Taking best advantage of the
fact people spend far too much
time looking at screens and
clicking stuff.
It's not IT, it's not complicated and it's not magic...

5.
Eyeballs
The Theory Bit
Awareness
Consideration
Conversion
Loyalty
Advocacy

6.
How are we
performing?

7.
2009 2010 2011 2012 (est)
Web Site Traffic
1800000
• 1.7 million visits per annum 1600000
• 1.4 million unique visitors 1400000
1200000
• Average visit duration 4:55 mins
1000000
• Pageviews : 13.6 million per annum
800000
• 13.7% on mobile devices
600000
• Traffic from 191 countries
400000
200000
0
visits

8.
Social Media
• Daily Twitter and Facebook posts
• 6995 followers on Twitter
• 6484 fans on Facebook
• Raises brand awareness and drives web
site traffic
• Focus on viral content such as photos,
events and competitions.

9.
How good are we at Facebook?

10.
Now let's take a look at Twitter...
In partnership with
other city stakeholders
we are trying to get
#York2012 trending 2-
3pm today.
Please tweet now.
#York2012

11.
Current Campaigns
• W3C Compliant HTML
• Search Engine Optimisation
• Google Adwords PPC
• Microsoft Bing PPC
• Link Building & Exchange
• Facebook PPC / London 2012
• Email Campaigns / Relationship Builders

12.
How we Measure Success
• Analytics traffic / funnel visualisation
• Accommodation Bookings /
Conversion
• Social Media Reach
• External links & Alexa Rankings
• SEO Score
• Member web site referrals

13.
What are we aiming to
achieve?

14.
First off...who are 'we'?
But it's not just down to us...
• 31 Visit York staff + 10 Volunteers
• 14 Visit York Directors
Mike Brown Kate McMullen Paul Whiting
Digital Manager Head of Marketing Digital Executive
• 60+ Staff at our Digital Agencies
• CYC Councillors and Staff
• 705 members + Staff
• 15,000 Social Media Advocates
• 200,000 Local Residents
• 7 million Visitors to York

15.
Mission Objectives
• Increase the number of visitors to York
• Encourage them to spend more
• Boost turnover and profits for members
• Maximise revenues for Visit York
• Proactively engage with all stakeholders
• Make York the envy of other destinations

16.
How are we going to do it?

17.
Brand New Visit York web site
• Five new web sites in one
• Substantial Capital Investment
• Modern, Engaging & Intuitive Design
• Improved Search Engine / eShop & Checkout
• Enhanced Member Listing Pages
• SEO built-in from the ground up
• Cost-effective advertising

18.
Extending York's Reach
• Accommodation Search Widget
• Member Logo Widget
• Affiliate Schemes / Availability Distribution
• National & International Directories
• Email list rental / PPC / Display Advertising
• On-site and off-site SEO / Link Building
• Adwords Retargeting of Site Visitors

19.
Scrapbookers
• Real-life advocates of York
• Recruited via Social Media
• 8 individuals, couples, families and groups
• Selected around our target demographics
• Recording video / pics / collecting stuff
• Independent but guided content
• Rolling programme of Member reviews

20.
Other Major Initiatives
• Visitor Smartphone App with CYC
• Viral Campaigns - competitions
• Seasonal web site re-skins
• Partnerships with travel operators
• Brand associations through advertising
• Cross pollination with YorkPass.com

21.
What's in it for you?

22.
Delivering Results for Your Business
• Access to a growing 1million +
global audience
• Improve your Google Page Rank
• Social Media exposure
• Consumer confidence via trusted
brand association
• Member Link Exchange initiative

23.
Bottom Line Returns
• More visitors to the city
• Increased Sales
• More traffic referred from VisitYork.org
• Enhanced Social Media Reach
• New Income Streams
• Savings on Digital Advertising

24.
Free Digital Checkup
• Free impartial advice worth £250
• Web site Usability
• Technical Compliance
• Conversion Optimisation
• Digital Strategy
• Social Media Optimisation

25.
Help us to help you grow.

26.
10 Easy Ways to Get Involved
• Link to VisitYork.org in body content • Submit event and offer content
• Add member logos / widgets / QR codes • Add products, tickets and tours to eShop
• Follow and retweet @visityork on Twitter • Update your availability regularly
• Like & share content on Facebook • Refer customers to VisitYork.org and VIC
• Install the accommodation widget • Spread the word
#VisitYork

27.
Let's work together
and celebrate our wonderful city with the world.

28.
25 Years of Leading Tourism in York