Tourism Fest in the West Digital Future Michael Hauser, Tourism Victoria February 2014

A short digital history 1999 First web site 2001 visitvictoria.com launched 2001 WAP 2002 Site redesign 2003 to 2010 Refined design 2009 m.visitvictoria.com 2010 iPhone app 2011 Play Melbourne 2011 visitvictoria.com 2008 Insiders app 2004 – iMode 2011 Social Media 2013 Mobile Site 2013 Remote Control Tourist

Digital - Basics

Content is still KING Digital - Basics  Content is core to successful digital marketing  Quality & Original Content – Create or curate don’t copy and paste  Pull – Don’t push. Create content that attracts customers  Consistent - Have a clear brand, voice and editorial message to build content  Relevancy – Keep the content targeted  Visual – Images & video are powerful content  Target the audience and the channel

Content – Distribution Digital - Basics Content Website Social visitvictoria ATDWEvents Victoria Distribution Sites Mobile Site eDM Local Sites Segment Sites

Tourism supplier STO ATD W DistributorsConsumers Content – ATDW Digital - Basics

Content – Events Victoria Digital - Basics

Simple Design & Layout –Easy to navigate –Supports the brand –Easy to convert Keyword rich copy –Support search Content up to date & relevant Mobile compatible –Works on tablets & smartphones Websites Digital - Basics

Search Optimisation (SEO) –Site structure –Optimised content –Links –Avg: 75% of site traffic Search Marketing (SEM) –Support SEO –Google Adwords –Cost effective –Avg: $1-$2 per click Search Digital - Basics

Marketing Digital - Basics Owned List –Regular communication –Engaged audience –Cost effective Purchased List –Targeted audience –Respond to offers/competitions

Digital – Social

Social Media Explained Digital - Social Different social channels need a different voice Target the conversation

Built communities Facebook – Melbourne: 436K (reach: over 150M) YouTube – Almost 2M views on the channel Twitter 31,000 Sina Weibo – /melbourne: 30K Instagram Pinterest Social Media Channels Digital - Social

Social Media during travel Digital - Social International visitors to Victoria Source: International Visitor Survey, Yr ending June 2013, Tourism Research Australia

Social Media during travel Digital - Social InternationalDomestic Source: International Visitor Survey, Yr ending June 2013, Tourism Research Australia Source: National Visitor Survey, Yr ending Dec 2012, Tourism Research Australia

Social Media Strategy Digital - Social Tourism Victoria – Social Strategy Build Brand Victoria awareness and reputation Develop engagement Develop links to travel influencers Build links back to Tourism Victoria Monitor the brand Follow social media guidelines (Ensure transparency, relevance, consistency of voice) Listening and communicating

Develop a set of Social Media guidelines that manage: –Conversation –Tone & Voice –Personality –Brand –Transparency –Negative feedback Social Media Guidelines Digital - Social

Claim your place –Google Places (google.com/places) –Twitter –Facebook –Tripadvisor Listen and acknowledge your audience Inspire, engage then convert Resource the conversation Pick the right channels Social media is a long term relationship, not a one night stand! Social Media Tips Digital - Social

Social Trends Digital - Social Significant growth in Older demographics

Fragmentation of social channels in youth audience Social Trends Digital - Social

Digital - Mobile

Mobile is multiscreening Digital - Mobile 90% of all our daily media interactions are screen based 77% use another screen when watching TV In 2014 we are multi-screeners Source: Google: The New Multi-screen World: Understanding Cross-platform Consumer Behaviour

Mobile is multi-devices Digital - Mobile Source: Google: The New Multi-screen World: Understanding Cross-platform Consumer Behaviour We complete our tasks across multiple devices

Mobile is responsive Digital - Mobile Responsive design allows one website to adapt to different screen sizes DesktopTablet Mobile

Mobile is location & context Digital - Mobile Computers used during the week, mobile & tablet used during the weekend 37c 35c 30c Mobile users want beach content when its hot (Views of Beach Content on m.visitvictoria.com)

Mobile is growing! Digital - Mobile 44% of site visits from Melbourne & Victoria are via a mobile device Source: Google Analytics 33% 27% 11% 3% Over 1.6 million visitors have viewed visitvictoria.com on mobile devices in 2013 Over 2013 Christmas/New Year period, over 50% of visits to visitvictoria.com were mobile

Mobile Trends in travel Digital - Mobile International visitors to Victoria/Australia

Mobile Trends in travel Digital - Mobile Domestic visitors in Australia/Victoria

Mobile App v Web Digital - Mobile Greater reach and return on investment from a Mobile Website Wine Regions – 25,059 App Downloads(Avg 26 DL per day) v 202,100 mobile visits to wine content Play Melbourne – 36,286 App downloads (Avg 38 DL per day) v over 1.4 million mobile visitors to Melbourne content App Expensive to build Complex to update Download via store Multiple OS versions Offline High Functionality Mobile Site Responsive Updates easier View via Browser Single version Requires wifi/3G Lower Functionality

Mobile Strategy Digital - Mobile Inspiration Provide access to relevant Melbourne & Victorian tourism content to mobile users at each stage of the travel life cycle Destination Use mobile technology to increase yield and improve visitor experience whilst at the destination Integration Ensure mobile projects are consistent, on brand and integrated into ongoing strategy, campaigns, activity and promotions. Innovation Develop pilot projects to explore new mobile technologies Education Support, educate and encourage Victorian tourism industry to integrate mobile projects into strategies

visitvictoria.com on mobile Digital - Mobile Standalone Mobile version of visitvictoria.com Target visitor at location Simplified Navigation & UX Always link to the full site Every page has a mobile version Device & Location Aware Contextual Regional Focus

Get found on Mobile –Mobile Search –Google Maps –Social Media (#Tags) Mobile Site –Responsive or Separate Site Do you really need an app? Big Picture –Integrate mobile into strategy Mobile Tips Digital - Mobile

Get the basics right –Content is king –Strong website –Search friendly Find the right social mix –Resourcing –Conversation Get Mobile –Be seen on mobile devices Follow trends –Read blogs, –Watch analytics –Experiment Summary