RBWM Social Media Activity

Report
The Royal Borough of Windsor & Maidenhead
Social Media Activity
So who are we?
Digital Visitor is an award winning creative agency with social media at the heart of everything we do.
We specialise in the leisure and tourism sector and our aim is to drive customer acquisition and
activation through social media
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What are we aiming to do
Objectives
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Raise awareness and promote
Quality audience growth on
High value data capture
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Email addresses
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Potential Visitor Insights
Increase traffic to website
Driving visitors to the region
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What’s been achieved to date
What has been achieved so far
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Created new Facebook profile
Designed and delivered a social media
campaign to drive a new audience and
gather customer data
Increased audience from 0 to over 4,400
in just over two months
Facebook page has reached over 1.2m
people who have seen either a post, ad,
or story
Developed a highly engaged audience
through the activity
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Social Media Campaign
What do we mean by a social media campaign?
A social media campaigns is designed to deliver specific
results against an agreed set of objectives
In this instance we were looking to drive a significant
and highly relevant audience in a short space of time
The campaign included:
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Creative concept for social channels
Technology source and build
Channel support and posts
Social outreach to relevant influencers
High impact Facebook advertising – design,
placement and monitoring
Sourcing social corporate partnerships
Data Management
Reporting and recommendations
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Members working together
Through our campaign work with destinations
we have found that some of the most successful
campaigns have been where multiple partners
have been involved.
These campaign offer the opportunity to
showcase a range of products and experiences
within a destination
These are often linked around a specific theme
or objective but including multiple partners
makes the message stronger
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Example – Destination Bristol
Example – Destination Bristol
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We developed a series of campaigns for
Destination Bristol over a 12 month period
Campaigns were developed to bring in multiple
partners within the destination.
Brining partners together creates a stronger voice
to the activity, themes included:
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Food and drink
Green Tourism
Retail
This helped with targeting key influencers
outside of the region
Over 15,000 new likes across campaigns
Huge increase in engagement during and
following each social media campaign
Over 7,500 new e-newsletter sign-ups
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Initial Campaign details
Created a fun and engaging Facebook campaign
based around a quiz concept. The campaign was
designed to:
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Increase likes on Facebook (campaign was
delivered before changes to like-gating to
maximise audience growth)
Find out key insights about potential
visitors:
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What would they most like to do on a
visit if they had just one day
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Which Christmas event are they most
looking forward to in the area
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Who were they travelling with
Partners in the initial campaign included:
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Lapland UK, Sir Christopher Wren
Hotel and Spa, Macdonald Windsor
Hotel, The Runnymede-on-Thames
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Campaign mechanic
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Once the user completed the questions
they had to complete a data capture form
to enter.
We also included an opt-in to receive
future marketing information from RBWM
and its partners.
The customer insights provide an
opportunity to go back to entrants with
packages targeted directly to their
selections increasing the likelihood of
conversions
Included a share option so people could
share to their own Facebook profiles
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Partners and outreach
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As part of the campaign we
targeted key influencers and
bloggers gaining coverage
relating to the campaign.
This activity has provided
increased reach amongst key
audiences, as well as SEO
benefit for the RBWM
website.
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Key results from campaign
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3,231 new likes added over the campaign period.
Campaign reach of 135,684 people who saw:
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A promoted post, ad, or story on Facebook about Visit
Windsor over the campaign period.
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A blog post in support of the campaign.
1,683 entries to the competition.
1,278 email opt-ins for future
2,572 unique views of the competition tab.
Campaign Period
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Engagement and traffic?
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During the campaign Facebook engagement rose
from an average of 387 post engagements per
month to 4,014 post engagements per month. (this
relates to likes, comments, and shares).
There have been some lovely comments on the Visit
Windsor page with people sharing their memories
and plans to travel to Windsor.
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Next steps - Christmas
Christmas
We will be promoting Christmas events,
activities and shopping in the build up to and
over the festive season.
Your participation
Please let us know what you are doing so that
we can include this in the content plan.
We like to know your festive events and also
please include a link to a specific website page
if you would like this included
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New Year social Media campaign
In the first quarter of 2015 we will be running a
second Facebook campaign to engage with our
existing audience and generate new audiences.
The exact theme is to be confirmed but we are
looking for partners who are interested in being
involved in the campaign.
The benefits for partners will include:
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Joint branding on the campaign including,
Facebook posts, Ads and outreach – The
expected reach will be over 250,000+ people
on Facebook and 10,000+ on blogs and
dedicated travel sites.
Data Capture – Email addresses from people
opting in to receive further information.
A link in the promotion to drive traffic to the
partner’s webpage.
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Contact
Simon Jones
(+44) 07974 962182
[email protected]
www.digitalvisitor.com
https://plus.google.com/u/0/+SimonJonesDV
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