GOSA - South Australian Tourism Commission Digital Strategy Presentation for the 2011 OpenText Content World Conference
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October 2011 presentation on the outcomes of the South Australian Tourism Commission's Digital Transformation Program at the OpenText world conference. Presented by Luke Revill (SATC - Digital Strategy Manager), and Markus Giesen (Deloitte Digital - Online Manager)
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GOSA - South Australian Tourism Commission Digital Strategy Presentation for the 2011 OpenText Content World Conference
- 2. OpenText Content World 2011 OpenText & South Australian Tourism Commission: How to build Australia's leading tourism site Markus Giesen – Online Manager, Deloitte Consulting. Luke M. Revill – Digital Strategy Manager, SATC.
- 3. Agenda The South Australian destination The role of the South Australian Tourism Commission Our partner, Deloitte Online Project history Strategy and vision Why the OpenText WSM platform? Features and ingredients Deliverables and results
- 4. South Australia – where are we?
- 10. South Australia – what do we offer?
- 19. The South Australian Tourism Commission What are we?
- 20. The South Australian Tourism Commission What is our goal?
- 23. How do we get there?
- 25. Deloitte’s Online Practice. © Copyright 2011 Deloitte Online Page 25
- 26. Living Technology. Deloitte’s Online Practice is the digital and mobile service line within Deloitte. We are the largest end-to-end provider of online strategy, design and development services in Australia. Our team is 125 strong, comprising many of Australia’s most talented online consultants, designers, business analysts, engineers, quality assurance professionals, marketers and copywriters. We have offices in Sydney, Melbourne, Adelaide and Perth and service clients throughout Australia and overseas. © Copyright 2011 Deloitte Online Page 26
- 27. Who we are. Deloitte’s Online Practice is a service line within our technology competency. Technology Advisory Services Enterprise Information Management Online Global Dev Centre's © Copyright 2011 Deloitte Online Page 27 • IT strategy & alignment • Enterprise architecture • IT sourcing advisory • IT performance & cost • Client Side Advisory & implementation • Information strategy • Enterprise data management • Business intelligence & data warehousing • Collaboration & agility • Enterprise content management • Online & multi-channel strategy • Online design • Online implementation • Mobile implementation • Hosting & support Our international model known as Region 10 residing in Hyderabad, India. The technology service line has 1000 practitioners
- 28. What we do. Deloitte’s Online Group provides a diverse range of online and mobile services including: Online Strategy Online Design Online Technology Solutions • Define methodology • Online channel focus • Innovation thread • Data analytics • Integrated marketing • User Centred Design (UCD) • Interface design (internet, intranet, mobile, apps) • Data visualisation • 3D & animation • Game development • The core of what we do • Content Management Solutions • Mobile & mobile applications • eCommerce • Internet, intranet, portals, measurement, search © Copyright 2011 Deloitte Online Page 28
- 29. A powerful combination of creativity, business acumen and technical knowhow. Insights & Planning Social Media User Behavior & Research Copywriting User Centred Design/Interaction Design Visual Design Technology Enablement Our model. © Copyright 2011 Deloitte Online
- 30. Industry specialisation. Retail & Telco e-Commerce © Copyright 2011 Deloitte Online Online Banking e-Government Utilities
- 31. How we do it. 01 Define 02 Design 03 Develop 04 Test 05 Deploy The business requirements are documented via workshops & interviews with stakeholders. A Creative direction for the project is decided upon, and an analysis of the users & content is performed © Copyright 2011 Deloitte Online • Business requirement specification • Personas and scenarios • Creative brief • Content analysis • Technical blueprint The user interface design is developed via defining the information architecture & wireframes. Software design is completed via a software development plan • Wireframes • Functional specification • Test strategy • Usability testing • Creative treatments • Prototyping • Information architecture • Content sourcing approach • Content specification • Detailed solution architecture The Develop phase encompasses the development & configuration of any software for the project. Throughout this phase, unit testing & software reviews are carried out to ensure code quality • Functional test cases • HTML templates • Style guide • Content development • Technical specification • Development plan • Unit test cases Quality assurance is undertaken by referencing the design documentation to ensure the Develop phase activities have covered all requirements and passed user acceptance testing • Functional testing • User acceptance testing • Test Summary Report • Deployment Package • Release Notes The necessary activities required to launch the project are performed. Training of users is undertaken, and any system documentation is handed over. • Training materials • User guide • Content upload • System documentation • Deployment and support guide Research, Discovery, Audience, Analysis, Plan Design, Iterate, Refine Specify, Build, Test, Iterate Test, Accept Deploy, Publish, Launch Project Governance Project management plan, Project schedule, Project budget tracking, issues and risk register, status report
- 32. The failure of the pre-project SouthAustralia.com
- 33. SouthAustralia.com Unique Visitors and Sales Commissions Comparison (pre-project) $30,000.00 $25,000.00 $20,000.00 $15,000.00 $10,000.00 $5,000.00 $0.00 1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 2005/2006 2006/2007 2007/2008 2008/2009 2009/2010 2010/11* (projected) Unique Visitors Commissions
- 34. The business need – focus on the digital strategy
- 35. The business need – why focus on the digital strategy? Refocus and optimisation of organisational resources Whole of industry change program Delivering to the consumers need Single underlying platform upon which OT front end applications sit
- 36. Project objectives Develop an inspiring consumer-focused online presence to make researching and booking a holiday to South Australian simple More South Australian product bookable online, direct and through online partners, in real-time CRM: Capture and use of customer behavioural information & purchase data, to lay the foundation for value segmentation allowing SATC to become a more customer-centric organisation Greater cost efficiency of SATC's digital communication, content management and distribution channels allowing reallocation and direction of resources towards strategic marketing activities
- 37. The new SouthAustralia.com (video demonstration)
- 38. Why did we choose the OpenText platform? Fully flexible integration Separation of content, presentation and logic Agile test and development cycles
- 39. Key features Improved usability Inspiring and engaging design Simple CMS workflow and custom enhancements
- 40. Ingredients – what is integrated across all sites? OpenText Web Site Management 10.1 Australian Tourism Data Warehouse V3 product inventory Traction CRM Google Search Appliance
- 41. Project deliverables New domestic website www.SouthAustralia.com 11 international site language and cultural variants 3 major events sites New mobile site utilising location based technology Backend integration (OpenText WSM, data warehouse, real time booking engine and CRM)
- 43. Results 400% increase in operational efficiency (content management) 28% increased number of operators products bookable online 20% increase in site visitation 41% increase in online bookings MoM, 300% YoY Most popular page / feature on site is ‘search & book’ (approximately 13%)
- 44. First Television campaign with post-project SouthAustralia.com call-to-action (video)
- 45. Thank You – please research & book your South Australian holiday experience at www.SouthAustralia.com
Hinweis der Redaktion
- Luke What we will discuss today: Thank you for your time This is my partner and colleague Markus Giesen (Deloitte Online).
- Luke
- Luke Distance from Orlando to Florida: 10,065 miles (16,198 km). In other words, almost half the circumference of the world away. According to wolfram (alpha). According to Google maps we are located driving directions: 15,945 mi, 56 days 2 hours. *This route has tolls. *This route includes a ferry. *This route crosses through Japan. *This route may have road closures.
- Luke We are one of seven States in Australia We became a state in 1901 Our population is 1.514 million people Size wise, we are 380,070 square miles (984,377 square KM) 1/10th the size of the USA - Florida, US would fit into South Australia 5.7 times
- Luke We have all the native Australian animals: kangaroos, koalas, platypus, emu and echidna
- Luke - We have all the native Australian animals: kangaroos, koalas, platypus, emu and echidna
- Luke But what you might not know is we are also home to the only Giant Panda’s in the Southern hemisphere
- Luke We are a different destination to Sydney and Melbourne... -our Capital City Adelaide isn’t widely known as a metropolis -we don’t have attractions which are already known world wide like: ULURU and the Opera House. What we do have is the Best Backyard in the world – people need to know that... This is why we a robust technology solution to enable us punch above our weight in the online space – our online strategy is to facilitate positive conversations about the South Australian destination We like to think of ourselves as having the The ‘Best Backyard’ in the world:
- Luke The ‘Best Backyard’ in the world: Food and Wine -Over 400 Cellar Doors (Wineries) through out the state -South Australia produces over 50% of the nations wine and we are the fourth largest exporter of wine in the world
- Luke The ‘Best Backyard’ in the world: Cultured City -200 of these Cellar Doors are located within an hours drive of the centre of the city’s CBD -We are a cultured city, know for high quality food, wine and arts events, such as the Adelaide Festival of Arts and Fringe (which is the Southern Hemisphere’s largest Fringe Festival – equal in size to the Edinburgh Fringe Festival
- Luke The ‘Best Backyard’ in the world: Coast -Over 4250 kilometres of the most pristine coastline in the world.
- Luke The ‘Best Backyard’ in the world: Murray River
- Luke The ‘Best Backyard’ in the world: Coast Over 4250 kilometres of the most pristine coastline in the world.
- Luke The ‘Best Backyard’ in the world: -We are home to Kangaroo Island -Australia’s 3rd largest Island – also know as Australia’s Galapagos due to the pristine and untouched nature of the Island and abundance of native and rare animal fauna. -Also home to the Southern Ocean Lodge
- Luke The ‘Best Backyard’ in the world: National Landscapes – Flinders Ranges and Outback
- Luke The ‘Best Backyard’ in the world: National Landscapes – Flinders Ranges and Outback We have some of the most striking landscapes in the world - Flinders Ranges is the largest mountain range in South Australia, which starts approximately 200 km (120 mi) north west of Adelaide. - The ranges stretch for over 270 MILES
- Luke -We are committed to developing the long term growth the State’s tourism industry. -The state’s marketing department, and we also support the state’s tourism industry, as well as support, fund and develop new tourism product initiatives (including major event development).
- Luke -Secure our unfair share of economic value for the State – punch above our weight!
- Luke -Our goal is to increase the states tourism revenue to $8 billion dollars by 2020. -This represents a stretch target of $1.6 billion over the next 8 years.
- Luke The biggest gains to achieve this are in the: International, and Interstate visitor segments. This is based on both visitor numbers and average visitor spend. The SATC’s digital strategy is integral in achieving this goal and the foundation of the OpenText WSM platform is key infrastructure in getting us there.
- Luke Overall marketing strategy (more later)* Strategic partnerships In the online space this partner is Deloitte
- Markus Digital / mobile SL in Deloitte Largest end to end provider 125 team, most talented con, design, BA, engineers, QA, marketer & copy Office locations + overseas
- Markus TA - Hands off enterprise architecture, IT sourcing, performance and cost EIM – Enterprise data management, BI & Data warehousing, ECM Online – Multi-channel strategy, design, implementation, support & hosting Global – Region 10, Hyderabad with 1000 practitioners
- Markus Strategy – Methodology, innovation, data analytics, integrated marketing Design – User centred design, interface design, data vis, 3D & animation Technology – Core of what we do, CM Solutions, eCommerce, mobile, Internet, Intranet portals
- Finance Telecommunications Utilities Government Retail Recent activity in mining
- Markus Define – Business req, personas, creative brief, tech blue print Design - Wireframes, Func Spec, Test strategy, usability, IA, prototyping others Develop - Func test cases, HTML, styleguide, content dev, tech spec Test - Func test, UAT, Test summary, deployment package, release notes Deploy - Training, User guide, system doc Support & Maintenance
- Luke How was the pre-project SouthAustralia.com failing the industry and organisation?
- Luke Site visitation increasing year on year since 2005 Comparatively online bookings, and booking enquiries began to decrease in 2009 Conclusion from this real world data and user testing workshops: 1. We are under a reasonable bench mark for site traffic to conversions to sales. 2. Sales are not increasing at the same rate that site traffic is increasing; in fact sales are decreasing in some instances. 3. More people visit the SA.com ‘shop front’ than any of our other channels combined. Yet this isn’t translating into sales through the online channel, even though 76% of customers surveyed in the SA.com Booking Concept Survey (Greenhill Research, 2010) stated they would prefer to purchase directly through SA.com. 4. Traffic (unique visitors) to SA.com has been increasing consistently year on year for the last 5 years, at a conservative estimate we will exceed 2,000,000 (2 million) unique visitors per year within the next 12 to 18 months. Why? The pre-project SA.com consumer experience fails in 4 key areas: 1. Can’t find products on the site. 2. Product pages are poor quality. 3. The booking process is complex, faulty or non-existent. 4. There’s no mechanism for follow-up consumer marketing.
- Luke
- Luke Refocus and optimisation of organisational resources Shift from operations to core business function – Marketing Whole of industry change program Enabling South Australian tourism operators to distribute their products and content online Delivering to the consumers need Consumer preference for researching and purchasing tourism products online Single underlying platform upon which front end applications sit OpenText WMS, ATDW/OBX (product and booking engine), TractionPlatform (CRM system), Search (Google Search Appliance)
- Luke
- Play SATC_EDIT_v4_720p.mp4 (The making of SouthAustralia.com).
- Markus OpenText WSM works with any backend system and language This allowed us rapid development with an iterative approach, designer freedom, agile change-management Development and content entry in parallel, allowing a fast project delivery time of under 3 months development
- Markus UX process and clean design makes information easy to find Evocative imagery and simple navigation invites people to delve further in to the site and lead to an improved rate of bookings Editing and publishing new and up-to-date content has been reduced from hours to minutes with the custom CMS components made available to the web content team.
- Markus Integrated using .NET and custom query enhancements More than 3500 tours, events and tourist activities Real time availability check and booking engine Lead generation and value based segmentation Strong search capabilities across 5 web projects and over 11 country sites
- Delivered: 1. New domestic site 2. 11 international language / cultural variants 3. mobile site (m.southaustralia.com) 4. 3 events sites (TDU, TA, Xmas pageant)
- -Home page features -Content page -Search and book
- 400% operational efficiency Reduction in number of clicks to publish a new page from 20 to 5 28% increased number of operators products bookable online 28% increase Increase in site visitation increase % 40% increase in online bookings Organic increase, no campaign activity. Most popular page search
- Play SAT11010_60_YouTube.mov (Best Backyard Brand Television Commercial).