Social media Eilean Donan Castle, The Highlands
Glencoe, the highlands Channels
The channels
Facebook • Facebooks Global Pages • Allows for one brand in various locations. • Global audience for a stronger brand connection. (One like count for all pages) • Optimise content for each market/audience. • 4 Market pages. • Our pages are based on locations & languages. • Based on their current IP location and/or language set on their Facebook profile.
Facebook • www.facebook.com/visitscotland • Default page • People who are in countries without regional (market) pages. • UK, US & Australia will always receive this page. • Content targeted to US& CA when more relevant to that market.
Facebook.FR • www.facebook.com/visitscotland.fr • Market page • See by locations & languages. • France for all languages • Canada in Quebec for French • Belgium for French • Can target within the Market page. • Living in France only
Facebook.de • www.facebook.com/visitscotland.de • Market page • See by locations & languages. • Germany for all languages • Switzerland for German • Can link to language page of website.
Facebook.es Facebook.nl
Instagram Twitter Both channels have global audiences that that can’t be targeted to organically. This needs to be taken into consideration when choosing the content and writing the copy.
Managing Pages • Dedicated team for Global pages. • Members of the International Marketing team to look after Market pages. • Geo-target niche regional messages. Challenges • Time – Market pages don’t get moderated as much. • Performance – Facebooks algorithm wants post to have high engagement within a short time. • Translation
Glencoe, the highlands Content
Optimising content • Organic reach - 354% By optimising content relevant increase. for the audience, and having a • Comments - 275% increase. dedicated person looking after • Likes - 131% increase. this, we have seen incredible • Shares - 211% increase. results. • Link clicks a - 243% increase. Content
Popular content Reach - 8,327,032 Comments, likes & shares – 372,794 One size doesn’t fit all but sometime it does. J Video views – 3,510,712 Content
Glencoe, the highlands Paid media
Five stages of Customer lifecycle SEE Paid social is THINK flexible enough PLAN to work across DO all five stages ADVOCATE Paid Social
See – awareness What and Why? • Our big, flashy activity • To make people say “WOW!” • Isn’t selling, is just to be noticed • Relevant to everyone How on Social • Skippable YouTube ads • Optimised towards reach & frequency on Facebook • Measured ad recall Examples • Our above the line TV ad • 360 camera on a drone over Edinburgh castle Awareness
Think – content engagement What and Why? • Content marketing to encourage engagement How on Social • Videos, ebooks, articles, canvas ads • Topical content eg. aligned and timed with Outlander TV schedule • In-house content, sometimes very niche and targeted • Measured engagement, views Examples • Targeting Dual-screeners while Outlander is on TV in those markets • North Coast 500 scenic video retargeting recent site visitors Content Engagement
Plan – channel engagement What and Why? • Bring people on to our channels (VS.com, CRM) • Allows us to remarket to them via our other channels How on Social • Lead-gen ads driving data capture • Upload current CRM list, match with Facebook user’s emails and exclude them from the targeting • Highly targeted content marketing Example • Lead-gen ad includes a form with user’s data prepopulated, so they can quickly submit details Channel Engagement
Do – strategic Partnerships What and Why? • Dual-funded campaigns with strategic partners (eg. airlines) • Extends budget reach How on Social • Dual-branded ads • Retargeting users who engaged with Think and Plan stage content • Videos and prize draws • Measured against partner ROI and objectives Examples • Retargeting KLM and VS.com audiences • TV ad targeting local areas WestJet fly from direct to Glasgow Strategic Partner ROI
AdvocaTE – sentiment What and Why? • Typically only very small strategic campaigns • Budget typically better spent at top of funnel but some purposes exisit How on Social • Retarget highly qualified audiences • Measured against advocacy behaviour (social engagement/ community sign- ups) Examples • Encourage users to sign-up to the iKnow community • Boost specific advent calendar organic posts to maximise reach Sentiment
Glencoe, the highlands Influencers
Essentially it’s an individual whose actions and opinions have an influence and effect on the What is an influencer? decisions of their audience. TRADITIONAL: New media: • Journalists • Bloggers • Celebrities • YouTubers • Instagramers
Why utilise influencers? • Influencers have the power to drive conversations and engagement, deliver authentic content, create inspiring UGC and become brand advocates • Influencer marketing is 11x more effective than banner ads. • 47% of online consumers use ad blockers. Consumers trust real people • People trust influencers nearly as much as they trust their friends. • Micro influencers are just as valuable as top tier – capitalising on high engagement and popularity within a certain audience. SOURCE: Essential stats for influencer marketing in 2016
Devin Super Tramp | YOUTUBER DEMOGRAPHICS STATISTICS Results Average age : 27 Average video views: 3.6 million Reach: 14.3 million Dominant gender: 68% men Video views: 4.5 million Top age group: 36% 18-24 Total channel views: 923 million Reactions, comments & shares : Top Countries: 318k United States 60% United Kingdom 11% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Glencoe, the highlands Measuring Success
Key Performance Indicators Social media KPIs developed by Avinash Kaushik . Conversation ( comments ) - Is what you are saying interesting enough to spark the most social of all things: a conversation? Amplification ( shares ) - Is what you are saying so incredible and of value that I'll stamp my brand on it and forward it to everyone I know? Applause ( likes ) - Do I think the content you've posted is interesting, even if I won't bless it with my stamp and forward it on?
Tools Facebook analytics is an excellent free tool to see how your content is performing. From demographics to heatmaps on videos.https://analytics.facebook.com/ Instagram is still primarily a mobile app however IconSquare is a great tool that also now has Facebook insights at a reasonable price. https://pro.iconosquare.com/ Twitter analytics allows you to see how your tweets have performed as well as comparing your followers to other audiences. Followers are broken down into demographics as well.
Thank you Questions? River Coe, The Highlands
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