TALKING SOCIAL MEDIA Craig Lawless, VisitScotland INDUSTR TRY R - PowerPoint PPT Presentation

TALKING SOCIAL MEDIA Craig Lawless, VisitScotland

INDUSTR TRY R Y RELA LATIONSH SHIP M MAN ANAGER • SUPPO PORT G T GROWTH • DIGIT ITAL A L ADVI VICE • COLLA LABOR ORATION ON • INTE TERNATI TIONAL ALISATI TION 960 • QUAL ALITY TY A ASSU SURANCE Industry businesses • ADVIC VICE & E & SUPPORT • BUSINE NESS SS C CONTACT Ailsa Craig, Ayrshire

Master the parts that make up the whole

Scotland - a powerfully enriching personal experience Our approach: • Year round activity across multiple channels in our key markets that: • Drives deep emotional connections with Scotland • Brings Scotland’s products and experiences to life in an emotive and engaging way, re-enforcing Scotland’s position as a welcoming, creative, innovative, inclusive and progressive nation • Combines Scotland’s uniqueness with the benefits of holidays – as told through our unique stories

VisitScotland Campaigns ; Partnership marketing with OTA’s & Airlines High volume search awareness & VisitScotland Social Media inspiration 12 weeks prior to a trip 8 x more experiences searches than air travel VisitScotland.com Destinations & Businesses 48% of experience bookings are in destination via mobile Lower volume actively planning & booking Low probability of High probability of conversion conversion BUSINESSES NEED TO BE DISCOVERABLE THROUGHOUT THE JOURNEY

THE EVOLVING CUSTOMER JOURNEY Over the course of planning a holiday someone might do 100s, or even Perception/Positionin 1000s of different things online and g offline that contribute to their end decision. Add to this their values, aspirations Idea Concept and barriers we need to be prepared Accumulation Forming to influence when the opportunity occurs. Drive Visitors Executing Concept the Building Plan The Holiday Education/Understandin g Scotland’s Natural Capital

CUSTOMER JOURNEY MAPPING - CONTENT SEE Awareness & propensity Inspirational content See Scotland is a place I want to visit Tailored content based on type of holiday THINK Scotland is a place I want to do Planning content PLAN Scotland is a place I want to visit Industry and partner now content DO I am Visiting Scotland User generated content ADVOCATE I am recommending Scotland

Social Media User Personality – Which are you? The Ultras – Check feeds dozen of times a day – obsession – 14% fcbk 2hrs The Dippers – Only frequently – days without posting online The Deniers – Say Social doesn’t control their lives – but get FOMO – 20% The Virgins – tentative steps in social – 19% brits! The Lurkers – Hide in the shadows of cyberspace – 45% fcbk observers! The Peacocks – Popularity contest – High followers 1/10 twitter want more The Ranters – Highly opinionated online – mild face to face The Ghosts – create anonymous profiles for fear of giving info to strangers The Changelings – adopt new personality online – no one knows real identity The Quizzers – Asking questions to start conversations – Plumber? The informers – Seek kudos by being the first to share latest stuff – Feedly geeks! The Approval seekers – Constantly check feeds after posting – fret until response – 1/7 fcbk say its important HARD TO ENGAGE WITH ALL TYPES OF PEOPLES HABITS

Social Media Party

The Three H’s CONTENT IS KING HYGENE HERO HUB

• Tell stories • Sell experiences 365 • Effort in creating and distributing content – less campaigns • Age of the relationship – be social • Use hashtags • Encourage UGC Things to Note: • Leverage social influencers and ambassadors • Be a great partner, regional USP’s • ROI – if you cant measure, don’t invest • Collaboration is key • Consider the 3 H’s • Build the regional proposition

Biosphere Case Study

We are ACE… 2016 2019  Move to larger premise out of town with  Online bookable improved storage facilities, IT and client focus  Holiday camps and Biosphere adventures 2010  Apply for grant funding for AC 2005  International EXPO trade show  Continue with apprentice scheme  GSA certification mark  Girls R Ace Project funded to Attract  Girvan Youth Trust buy canoes  Scottish Outdoor ‘Best experience’ nominee females into outdoors  AALS Licencing  ACE becomes independent charity  Youth work methodology  Education programmes with local schools 2014 2017 2008  Horizon scan approach  LEADER funding approved 68%  Adventure Carrick formed to  ACE moves to new premise  Development Manager appointed diversify risk and delve into  Activities 65%/Funding 20%/Grants 15%  Tender for rebrand of AC and web Adventure tourism market 2020  Increase bank of freelance staff and training  Create a local and regional design  Partnerships with local transport and  Brand guidelines established  CEO Chris Saunders market  Community groups  Design of new suite of products to  Travel trade ready  Commercial trading arm of ACE  Ave 1500 clients per year  Indoor climbing wall/Archery  Target market established compliment existing  4 core staff, 2 apprentices, 4 freelance staff  THRILL CHILL SKILL concept  4 core staff, 20 freelance  Duke of Edinburgh expeditions  Maintain ACE model for education  Strong brand presence  Holistic adventures

Our first website

Friction free - Online Bookability

Selling strategy on facebook

 Huge calls to action  Use of cuts, layers and space  Testimonials  Bespoke Biosphere adventures  Social channels for retargeting  Evergreen content – all year round  Geo locate activities to promote local  Huge call to action – engagement  Promotion of the biosphere  THRILL, SKILL, CHILL gradings  Also A5 size and A6 card

Biosphere Adventures

https://www.youtube.com/watch?v=efNMd38jQng