Digital Strategy

support and empower the Trade to activate digital channels and attract international visitors.
To interpret and activate Visitor Experience Propositions
Recommend the most appropriate digital strategy, optimise the in-holiday experience for each proposition and together with the Trade, utilise the most relevant digital channels and content to attract international visitors.
To improve Brand Ireland’s visibility across digital channels
By doing both we ensure consistent messages about Ireland feature at every relevant consumer touch-point

Key Pillars 2. Strategic Imperatives

an adaptive content publishing model which created an additional route-to-market through peer-to-peer distribution of channel specific content.
Purpose: to raise visibility of Dublin, its story, its cultural influencers and businesses, with key UK social energisers and influencers across the social web

4. Initiatives: Dublin Now Project

through a new route to market, driving consideration and changing existing perceptions of Dublin through the creation and distribution of content that suits this segment
Our content appeared over 10 million times in UK SE online publications and the social feeds of UK SE’s over the 2 month period (social feeds, UK websites and blogs)
Our content was delivered into the social content streams of UK SE’s over 3.4 million times (Twitter, Facebook and Instagram feeds) The trade was responsible for delivering 800,000 of these placements
Over 181,000 UK SE’s liked, viewed, retweeted or shared our content amongst their SE peers and SE publications

Achievement

Twitter mentions of the hashtag #lovedublin, the channel @visitdublin and the hashtag #dublin Vs 2012

Share of voice (SOV)vs competitors

We delivered an increase in (online) Share of Voice of 41%
Online SOV has increased to 35% while competitor SOV has decreased by 11%
Competitors: Amsterdam, Berlin, Barcelona

Share of Voice (SOV)

has increased 13% since August with competitor mentions falling by 10%
Competitors: Amsterdam, Berlin, Barcelona

Potential reach of Dublin mentions, across all channels, in the UK has grown by 142% since August 2013 to over 35 million mentions

Dublin Mentions

Dublin Reach

in direct engagement with Twitter (replies, retweets or initiates a conversation)

*A mention is when someone sends a tweet that has @VisitDublin contained in it

42,300

Viral Reach: The number of unique people who saw your post or page mentioned from a story published by a friend

Dracula’s Bloodline

Dublin in 60 seconds

16869% increase between two posts.

Viral Reach grew 385% since August 2013

than the total views of all the videos for the same time last year.

25% to 132,016) to the Visit Dublin website, where they are consuming far more authentic Dublin content

has improved by 12% Year on Year

social likes, shares, retweets,
website visits from SE’s

Unique Reach:
Potential views of this content via across SE social channels

Total
Engagement**: Video views, social likes, shares, retweets,
website visits from SE’s

Total Reach:
Potential views of this content via across SE social channels & SE websites

*Unique Engagements occur if a user shares, likes etc a post once

**Mulitple Engagements occur if a user shares, likes etc a post more than once

and The Daily Edge
YouTube
Views 93,729
UK views 10.4%
Website
865 UK site visitors
12% of all views are UK
4 mins on page vs 2 mins UK and EU
Learning: UK users more engaged than US and EU users

Dublin in 60 Seconds Video

10.4%
€500 You Tube Ads (paid) delivered 11,000 additional UK views

In 2012 only 12,000 total views were recorded, none of which were from a UK audience

views
10% of all content viewers from UK
Learning: Topical and agile content works for this segment

Nerdy Dublin

UK viewers
Featured on:
Creative Review (in top 500 UK sites)
Filmmaker IQ (In the top 500 UK sites).

Dracula’s Bloodline

content with a function & aids planning for Dublin visits. It performs well in search

Dublin Fashion Map

to market for attracting international visitors to Ireland
This route to market positions and promotes destinations and propositions to our target segments, through their peer to peer channels and networks (41% inc. in SOV)
This approach can play an important role in contributing to the delivery of international tourists. (12% increase in consideration)
Consumer insights unearthed from this approach enable us to create and curate culturally relevant content that appeals to our target audience, whatever the segment
We can create, curate and distribute culturally relevant content based on continually identifying segment-specific consumer trends and interest streams
An effective M&E model is critical to demonstrate the ROI of this new route to market

Learning’s

in the Trade’s best business practice in digital
By leveraging consumer understanding we will be able to tailor the Trade Capability program to the specific needs of key programs and propositions
We continue to inform the Trade on emerging consumer insights and trends to support them to continually enhance their digital offerings by segment and proposition
We deliver cost and time efficiencies by providing enhanced levels of support and training online (webinars, online tutorials etc.)

4. Initiatives: (b) Trade Capability Program

evaluate our existing digital assets and make recommendations to park, cull or repurpose the assets to ensure they are aligned with the strategic framework
The outcome will be the creation of an integrated digital eco-system for Fáilte Ireland that maximises the visibility of Ireland across the web.
Search & Social Audit:
As part of this eco-system audit, a full audit of Fáilte Ireland’s effectiveness in both Search Marketing and Social media will also be conducted, to identify ways in which both search marketing and social media can be streamlining for FáilteIreland to maximise efficiency and effectiveness
Content Audit:
The purpose of this is to catalogue all content elements to support population of the DAM (digital asset management).

Existing Digital Assets

Information
Media Type: Owned Media

YouTube

Google+

Instagram

Tumblr

Pinterest

Facebook

Ezine

Social Media News Release

Search

Digital Advertising
Role: Email has a dual role
Awareness: Amongst our Red Segment of main RM database
Participation: Drive traffic to site
Media Type: Owned Media
Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels.
Media Type: Paid & Earned
Role: Support & foster consumer interaction and engagement through curated, created and collaborated content
Media Type: Owned & Earned
Role: To drive awareness, create buzz and engagement
Media Type: Paid & Earned (Tourism Ireland)

Role:
1. To host Dublin search optimised created and submitted content to create awareness and interest.
2. To assist with search visibility through optimisation and tagged content
Media Type: Paid, Earned, Owned
Role: Curate and archive photo content to boost visibility, target audiences and communities, benefit search and social, increase SOV
Media Type: Earned

Role: To drive awareness of Dublin and drive consumers to VisitDublin.com
Media Type: Paid (Tourism Ireland)

Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement.
Media Type: Earned

Role: Boost visibility of Dublin related content for new target audience through the use of influencers and tagged content, position Dublin as a ‘cool’ place to visit.
Media Type: Earned

Role: Boost visibility of Dublin related content through the use of influencers and tagged content and encourage users to share Dublin related content.
Media Type: Earned

Twitter

Role: Drive awareness of Dublin and Visit Dublin channels and its festivals through content influencers, influencers and promoted images/videos.
Media Type: Earned & Paid

Content

Visit Dublin Digital Footprint: Owned Channels & Drivers

FlickR

Content
Role: Act as a content archive from which to draw upon for republication of images through owned channels
Media Type: Earned

Digital PR

Paid Social

RM Database
Role: Amplify consumer interaction and engagement through promotion of curated, created and collaborated content
Media Type: Paid

Content

Content

Content

Content

Content

Content

Content
Role: Search has a dual role
PPC: Drive people to the site based on the nature of their search query
Media Type: Paid (Tourism Ireland)
SEO: Increase visibility of Dublin related content in the natural search results
Media Type: Earned

Information
Media Type: Owned Media

YouTube

Google+

Instagram

Tumblr

Pinterest

Facebook

Ezine

Social Media News Release

Search

Digital Advertising
Role: Email has a dual role
Awareness: Amongst our Red Segment of main RM database
Participation: Drive traffic to site
Media Type: Owned Media
Role: Boost visibility, target audiences and communities, benefit search and social, increase SOV. Promotes all owned channels.
Media Type: Paid & Earned
Role: Support & foster consumer interaction and engagement through curated, created and collaborated content
Media Type: Owned & Earned
Role: To drive awareness, create buzz and engagement
Media Type: Paid & Earned (Tourism Ireland)

Role:
1. To host Dublin search optimised created and submitted content to create awareness and interest.
2. To assist with search visibility through optimisation and tagged content
Media Type: Paid, Earned, Owned
Role: Curate and archive photo content to boost visibility, target audiences and communities, benefit search and social, increase SOV
Media Type: Earned

Role: To drive awareness of Dublin and drive consumers to VisitDublin.com
Media Type: Paid (Tourism Ireland)

Role: Primarily role is to drive organic search visibility and presence. Secondary role is to drive community and engagement.
Media Type: Earned

Role: Boost visibility of Dublin related content for new target audience through the use of influencers and tagged content, position Dublin as a ‘cool’ place to visit.
Media Type: Earned

Role: Boost visibility of Dublin related content through the use of influencers and tagged content and encourage users to share Dublin related content.
Media Type: Earned

Twitter

Role: Drive awareness of Dublin and Visit Dublin channels and its festivals through content influencers, influencers and promoted images/videos.
Media Type: Earned & Paid

Content

Visit Dublin Digital Footprint: Owned Channels & Drivers

FlickR

Content
Role: Act as a content archive from which to draw upon for republication of images through owned channels
Media Type: Earned

Digital PR

Paid Social

RM Database
Role: Amplify consumer interaction and engagement through promotion of curated, created and collaborated content
Media Type: Paid

Content

Content

Content

Content

Content

Content

Content
Role: Search has a dual role
PPC: Drive people to the site based on the nature of their search query
Media Type: Paid (Tourism Ireland)
SEO: Increase visibility of Dublin related content in the natural search results
Media Type: Earned

YouTube

Google+

Instagram

Tumblr

Pinterest

Facebook

Twitter

FlickR

focus on empowering the trade to create and distribute their own content
Content: shift from a Promotional Model to an Encouragement Model
We are moving from a model focused on creating, promoting and distributing content, to one focused on creating fewer, higher quality shareable content pieces, supported by a greater range of curated content
Focusing on greater encouragement of the Trade to support them in creating their own content
Focusing on better utilisation of existing FI content, re-purpose this content and distribute it to all key stakeholders
By undertaking these changes Fáilte Ireland will become a content distribution hub vs. a content creation hub

5. Areas of Focus

to act as springboards to get content in-front of our segments based on their interests
Leverage consumer insights to identify appropriate partnerships and ensure all distribution channels are activated to amplify the reach of content and ensure effective distribution by all key stakeholders (Key Influencers, Trade Businesses, 3rd party websites and partner websites)
Mobile first:
31% of traffic to the Visit Dublin Website during the Pilot program is via mobile
86% of UK / Irish audiences now have smartphones
Nearly 1/3rd of UK page views are from mobiles / tablets
Therefore we need to think mobile first
Booking.com – mobile users made $8billion booking in 2013, up from $3 in 2012 & $1Billion in 2011

assets and content must be shareable, culturally relevant and based on our target segments interest streams
6. Metrics & Insight Generation:
A solid, continuous understanding of consumer behaviour is required for all digital programs to ensure all activities undertaken are aligned to addressing specific consumer demands.
Detailed and continuous analysis of our digital activity direct all future activity

5. Areas of Focus