Pembrokeshire Tourism | Promoting Pembrokeshire Digitally | Nov 2011

1. What does the digital marketing revolution mean for Wales? Jon Munro | Digital Marketing Manager

2. “ It is difficult, indeed dangerous , to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies but whole countries ” Rupert Murdoch, March 2006

4. What are “ we ” trying to do? Maintain £3.5 billion contribution to economy Improving Wales ’ reputation on the world stage Addressing persistent stereotypes Budgets and Targets ~£5 million per annum ~£80 million in additional value

5. Consumers are becoming increasingly empowered What they are saying is shaping your brand They are being turned off by one way communication Our world

6. Destination marketing online has become “ reputation management ”

7. Content Source | flickr | davidking Our content hungry web presence A community of content producers and consumers Offer something to line up against

8. Source | flickr | DeusXFlorida Socialisation Conversation culture Learning to live within it Success is the earned media space still needs to be earned

9. Source | flickr | purplemattfish Integration Online media does not replace offline media Same rules still apply – Awareness to Advocacy Multichannel is best

10. Source | flickr | Julia Manzerova Evaluation Quality of content network Conversation sentiment Beyond site traffic and site conversion

11. Big opportunity for Wales Building on authority Adding credibility Wrapping in the brand

15. So, what happened? 34m UK adults reached by the campaign 7,500 responded through online video 3m Londoners saw our live digital out of home 19,000 Facebook followers added 196 pieces of content created 128,000 requested views of content 11,500 subscribers via media partnerships 37,000 Brochures Requested 70%+ saw the campaign 100k got involved

16. So why facebook and not our own site? Piers invite goes live Piers is on TV VOD / Online / FB Ads Piers trip Radio/ DOOH FB Ads

17. Digital in a nutshell The right content The right time The right person Customer Journey

18. Content is all we’ve ever had and perhaps all we’ll ever have

19. This is not a complete list! Images Video Itineraries Articles Advice, tips and recommendations Map, routes and trails Blog posts Reviews Conversations and opinions Product data – supporting on site search and retrieval

20. The big opportunity for us Content really is king

22. We are getting better at content planning

23. camera Computer website

24. Tag photos, Create sets/albums Join Groups Share images Another website Visit Wales

26. Working together Doing it in stages

27. Digtial Tourism Business Project M ore info … Useful Links x3 high quality video ‘explainers ’ x3 high quality video ‘industry case studies’

29. Like it Link it Tag it Share it Email it Product www.guestlink.co.uk/cymru/ www.facebook.com/visitwales www.twitter.com/visitwales www.youtube.com/visitwales www.flickr.com/visitwales #visitwales [email_address]

30. What does the digital marketing revolution mean for Wales? Thanks  | http://www.slideshare.net/flyjon Follow | @flyjon Connect | http://www.linkedin.com/in/jonmunro Contact | jon.munro@wales.gsi.gov.uk Call | 0300 061 6124

31. People | the digital marketing team Search Engine Marketing Team - Paid Search - Natural Search - Network Analysis and Targeting - Content Development Content Integration Team - Front end development - Campaign Integration - Social Media and blogging - Content Development Web System & Database Team - Web marketing platform (CMS) - Hosting - Product (Content) search and retrieval - Evaluation and reporting Amir Ramzan Ceri Thomas Amy Cromwell Bryn Halliwell Craig Goodwin Dale Cooper Chris Au Bill Bone Craig Goodwin Mike Collard Jon & Beth

32. Amir Ramzan Bryn Halliwell Dale Cooper Chris Au Jon & Beth Ceri Thomas Amy Cromwell Craig Goodwin Mike Collard Bill Bone