25 Years of Leading Tourism in York

<Welcome to the Digital Update : July 2012>

What is digital marketing anyway?

The use of internet connected devices to engage a customer with online advertising in order to promote products and services. Internet connected devices are those such as web browsers, smart phones and game consoles. Etc, etc...blah, blah...

The Wiki Definition of Digital Marketing

Sounds a bit too geeky and boring to us...

Taking best advantage of the fact people spend far too much time looking at screens and clicking stuff.

Our Definition

It's not IT, it's not complicated and it's not magic...

Eyeballs

Awareness

Consideration

Conversion

Loyalty

Advocacy

The Theory Bit

How are we performing?

Web Site Traffic

visits

0

200000

400000

600000

800000

1000000

1200000

1400000

1600000

1800000

2009 2010 2011 2012 (est)

• 1.7 million visits per annum

• 1.4 million unique visitors

• Average visit duration 4:55 mins

• Pageviews : 13.6 million per annum

• 13.7% on mobile devices

• Traffic from 191 countries

Social Media

• Daily Twitter and Facebook posts

• 6995 followers on Twitter

• 6484 fans on Facebook

• Raises brand awareness and drives web site traffic

• Focus on viral content such as photos, events and competitions.

How good are we at Facebook?

Now let's take a look at Twitter...

In partnership with other city stakeholders

we are trying to get #York2012 trending 2-

3pm today.Please tweet now.

#York2012

Current Campaigns

• W3C Compliant HTML

• Search Engine Optimisation

• Google Adwords PPC

• Microsoft Bing PPC

• Link Building & Exchange

• Facebook PPC / London 2012

• Email Campaigns / Relationship Builders

How we Measure Success

• Analytics traffic / funnel visualisation

• Accommodation Bookings / Conversion

• Social Media Reach

• External links & Alexa Rankings

• SEO Score

• Member web site referrals

What are we aiming to achieve?

First off...who are 'we'?

Mike BrownDigital Manager Head of Marketing

Kate McMullen Paul WhitingDigital Executive

• 31 Visit York staff + 10 Volunteers

• 14 Visit York Directors

• 60+ Staff at our Digital Agencies

• CYC Councillors and Staff

• 705 members + Staff

• 15,000 Social Media Advocates

• 200,000 Local Residents

• 7 million Visitors to York

But it's not just down to us...

Mission Objectives

• Increase the number of visitors to York

• Encourage them to spend more

• Boost turnover and profits for members

• Maximise revenues for Visit York

• Proactively engage with all stakeholders

• Make York the envy of other destinations

How are we going to do it?

Brand New Visit York web site

• Five new web sites in one

• Substantial Capital Investment

• Modern, Engaging & Intuitive Design

• Improved Search Engine / eShop & Checkout

• Enhanced Member Listing Pages

• SEO built-in from the ground up

• Cost-effective advertising

Extending York's Reach

• Accommodation Search Widget

• Member Logo Widget

• Affiliate Schemes / Availability Distribution

• National & International Directories

• Email list rental / PPC / Display Advertising

• On-site and off-site SEO / Link Building

• Adwords Retargeting of Site Visitors

Scrapbookers

• Real-life advocates of York

• Recruited via Social Media

• 8 individuals, couples, families and groups

• Selected around our target demographics

• Recording video / pics / collecting stuff

• Independent but guided content

• Rolling programme of Member reviews

Other Major Initiatives

• Visitor Smartphone App with CYC

• Viral Campaigns - competitions

• Seasonal web site re-skins

• Partnerships with travel operators

• Brand associations through advertising

• Cross pollination with YorkPass.com

What's in it for you?

Delivering Results for Your Business

• Access to a growing 1million + global audience

• Improve your Google Page Rank

• Social Media exposure

• Consumer confidence via trusted brand association

• Member Link Exchange initiative

Bottom Line Returns

• More visitors to the city

• Increased Sales

• More traffic referred from VisitYork.org

• Enhanced Social Media Reach

• New Income Streams

• Savings on Digital Advertising

Free Digital Checkup

• Free impartial advice worth £250

• Web site Usability

• Technical Compliance

• Conversion Optimisation

• Digital Strategy

• Social Media Optimisation

Help us to help you grow.

10 Easy Ways to Get Involved

• Link to VisitYork.org in body content

• Add member logos / widgets / QR codes

• Follow and retweet @visityork on Twitter

• Like & share content on Facebook

• Install the accommodation widget

#VisitYork

• Submit event and offer content

• Add products, tickets and tours to eShop

• Update your availability regularly

• Refer customers to VisitYork.org and VIC

• Spread the word

Let's work togetherand celebrate our wonderful city with the world.

25 Years of Leading Tourism in York