Presentation to Docklands Chamber of Commerce on Digital trends and opportunities - Feb 19th 2013

1. Tourism Victoria
Digital Trends & Opportunities
February 2013

2. Digital is big….
2.1 Billion internet users If Facebook were a
worldwide. country, it would
Asia accounts for almost half, yet be the World’s 3rd
only 24% of population currently largest
access internet
17 million
Australians access
the internet, 78% of By 2014,
population (over half mobile internet
are on Facebook) should take
over desktop
internet useage
1 in 2 78% of consumers trust peer
people take action recommendations,
from a local search 14% trust
on mobile
advertisements

3. Digital Trends 2013
• Real time marketing
– Oreo
• The Mobile Consumer
– Responsive Design
• Social Media Engagement
– GOR Grand Prix
• Location, Location
– SoLoMo

4. Digital Marketing Strategy
Marketing Strategy
Digital Strategy
Search Social Media Mobile
Content eMail Video

5. Website
• 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

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

7. eMail Marketing
• Owned List
– Regular communication
– Engaged audience
– Cost effective
• Purchased List
– Targeted audience
– Respond to offers/competitions

8. Social Media
• Claim your place
– Google Places (google.com/places)
– Twitter account
– Facebook
• Listen and acknowledge your audience
• Inspire, engage then convert
• Resource the conversation

9. Mobile
• Get found on Mobile
– Mobile Search
– Google Maps
– Facebook
• Mobile Site
– Responsive or Separate Site
• Do you really need an app?
• First screen & Dual Screen
• Big Picture
– Integrate mobile into strategy

10. visitvictoria.com

11. visitvictoria.com
Yr ending Dec 2012
Source: Google Analytics

12. A short digital history
1999 2001 2002 2009 2011
First web site WAP Site redesign m.visitvictoria.com visitvictoria.com
2003 to 2010 2008 2010 2011
2001 Refined design Insiders app iPhone app playmelbourne.com.au
visitvictoria.com launched

13. Digital Strategy 2011-2014
Key directions
Focus on visitvictoria.com
Engage with social media strategy
Build a strong digital capability in China
Develop a mobile website
Expand video content and online video
distribution
Encourage the Victorian tourism
industry to increase the use of digital
technology for marketing and booking

14. Mobile Strategy
Mobile visits to visitvictoria.com 2010-2012
• 2010 238,030 visitors (3.5% of traffic)
• 2011 651,850 visitors (10.2% of traffic)
• 2012 1,362,000 visitors (22.5% of traffic)
• Jan 2013 33% of traffic

15. Digital Opportunities
visitvictoria Listing
• $250 annual listing fee
• $100 Accredited
• (Free for events/not for profit)
• Mapping
• Integrated Booking
• Deals & Offers
• ATDW distribution
• Search Optimisation
• Reporting
• Avg 2,300 views per listing
• Fees refunded to regions

16. Digital Opportunities
Events Victoria

17. Digital Opportunities
Social Media
Built communities
• Facebook
– Melbourne: 343K (reach:
90M)
• YouTube
– Over 1.6M views on the
channel
• Twitter
– @Melbourne: 6,850K
• Sina Weibo
– /melbourne: 24K
• Instagram
• Pinterest

18. Digital Opportunities
ATDW
Tourism Distributors Consumers
STO ATDW
supplier

19. National ATDW Distributors

20. Summary
• Keep up to date with digital trends
• Develop integrated digital strategy
• Focus on search optimisation & marketing
• Consider mobile audience
• Engage with social media
• Leverage Tourism Victoria’s digital channels

22. Superbowl – Oreo Campaign

23. Responsive Design

24. Social Media Engagement
• Facebook Post
Happy New Year
• Over 21,500
Likes/Shares/Comments
• Reach of almost 102,500
• Engagement rate of 21%
• (Avg engagement: 6%)

25. Social Local Mobile