This document provides an agenda and overview for a digital marketing workshop. It discusses measuring digital marketing impact and success, developing a customer engagement strategy, and using tools like Google Analytics and social media to create and monitor engagement. Key topics include performing a situation analysis, setting objectives and tactics, and defining metrics like open rates, clicks, and social media engagement to measure strategy effectiveness. Contact information is provided for further questions.

1. Workshop 2
Digital Destinations:
Measuring the impact, outcomes and success
Philip Alford
Bournemouth University
www.budigitalhub.com
www.pinterest.com/digitaldest
ddp@bournemouth.ac.uk
@PhilipAlford | @SchoolofTourism
#DDBU

2. Agenda
Workshop 2 – today’s plan
• See printed agenda

3. Project update
• Profile on www.budigitalhub.com and join LinkedIn
group
• Memorandum of understanding
• Digital Visitor app – March-June
• Next seminar – March 19-21
• Student report due in w/c 25th March
• Webinars – dates to be confirmed

4. Customer Engagement
Customer engagement:
“Repeated interactions that strengthen the emotional,
psychological or physical investment a customer has in a brand”
Customer engagement strategy:
“A strategy to encourage interaction and participation of
consumers with a brand through developing content and
experiences with the aim of meeting commercial objectives. It is
closely related to the development of content marketing and
social media strategy.”

5. An Engagement Framework
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6. Developing the strategy
Situation: where are we now?
Objectives: where do we want
to be?
Strategy: how do we get there?
Tactics: how exactly do we get
there?
Action: what is our plan?
Control: did we get there?

7. Situation analysis
• Customer Insight: Identify distinct customer segments and
why they buy from you
• Product Insight: What is your unique offer and is it clearly
communicated online? Think about this in terms of specific
customers rather than in general
• Internal Resources: for example customer database that isn’t
being used effectively
• Identify issues, weaknesses, challenges, opportunities which
could inform objective-setting
• Competitor analysis – points of differentiation?
• Your digital marketing analytics should inform this stage

9. Google Analytics Basics: Essential
Stats

10. Advanced segments
• Introductory Video: Advanced Segmentation | Google
Analytics IQ Lessons
• Default advanced segments
– Non-bounce visits
– Mobile and tablet visits
• Custom advanced segments
– Visitors who viewed 3 pages and more
– US visitors
– German visitors

11. Outcomes – strategic business level
• Outcomes as articulated in November
• How have they progressed?
• What further clarification is needed?

12. Developing the strategy
- WHO?

13. The Marketing Objectives Checklist
Navigate your way to an effective objectives-led marketing mindset
Identify the biggest growth opportunities for your business...
with new customers: with existing customers:
speak to more get more reach more get people to get people to increase
people people to try people buy more often buy more prices
Seek activities Seek Seek options Seek activities Seek activities Seek ways to
to drive activities to to increase to drive to fuel weight add product
awareness drive trial distribution frequency of purchase value
NB: segmentation simplified for the purposes of the checklist
Understand who you need to talk to...
those aware those buying those buying
those unaware those buying those who only
but not yet but not very but not very regularly buy your brand
of the brand
buying often loyal
Output: Our core objective is to get ........... customers who are ................... to ...........................
i.e. Our core objective is to get new customers who are unaware to be aware of our brand

14. Business goals - examples
• Increase Level 2 sales by those students that
have completed the Level 1 course
• Target the London market for Jurassic Coast
day trips
• Target the stag/hen parties, kid’s parties and
team building clients within the groups market

15. Digital Plan – Goals
Email marketing
• Aims: • KPIs:
– Re-engage past customers – Open rates
– Test what content works most – CTR
effectively – Referrals
– Drive traffic to webpage with – Unsubscribes
specific offer – Behaviour on website
– Drive traffic to Facebook to – No. conversions
build community engagement
– Likes on Facebook
– Drive traffic from FB to
website – Shares on FB
– UGC on FB

16. Tactics – how are we going to get there?
• Multi channel:
– Email
– Social media
– SEO
– Adwords
– Website
– Referral sites
– Etc.

17. Developing the on-line strategy – important questions
Where does this fit with your current work?
Have a plan – don’t bite off more than you can chew.
What do you want to say?
Clear messages, fully prepared – to give and receive.
Who do you want to say it to?
Which channels do your customers use?
When are you going to say it?
Sending your message when people want to, and can, read them.

18. Developing the strategy
Where can you say it?
How many can you manage and where are your consumers likely to be?
How often should you do it?
Be regular, but not all at once – time your messages, have breathing space
between your updates, blogs and discussions.
What do you want customers to do once they have heard you?
Make sure you have a clear call to action. Be prepared to target them
directly and to respond to them directly – good or bad.

19. Developing the strategy
Make your customers your champions
The importance of user generated content and ‘social media’
word of mouth.
Be visible, be relevant and stay on message
Make sure you are part of the place, time and conversation.
How long can you keep going?
Don’t start out on the social media/marketing route if you can’t
sustain it!

20. Digital Plan – Goals
Email marketing
• Aims: • KPIs:
– Re-engage past customers – Open rates
– Test what content works most – CTR
effectively – Referrals
– Drive traffic to webpage with – Unsubscribes
specific offer – Behaviour on website
– Drive traffic to Facebook to – No. conversions
build community engagement
– Likes on Facebook
– Drive traffic from FB to
website – Shares on FB
– UGC on FB

21. Measurement is key
‘Not everything that can be counted counts, and not everything
that counts can be counted”

22. Set targets for KPIs
• Open rate and CTR (what percentage?) – base
against past performance (time period), industry
average, or what would expect (informed
guesswork)? You need a start point
• Engagement with web content: number of visits,
pages viewed, bounce rate, conversions (goal-
setting)
• Engagement with FB: number of posts, Likes, shares,
traffic to website from FB

24. Online tools for creating and
monitoring customer engagement

25. Useful links and articles
• http://www.smartinsights.com/google-
analytics/google-analytics-
segmentation/segmenting-google-analytics/
• http://www.kaushik.net
• http://www.google.com/analytics/customers/i
ndex.html

26. Contact details
palford@bournemouth.ac.uk
Tel: 01202 961646
Twitter: @philipalford
Web: www.budigitalhub.co.uk
Facebook: http://www.facebook.com/BUDigitalHub