October 2011 presentation on the outcomes of the South Australian Tourism Commission's Digital Transformation Program at the OpenText world conference. Presented by Luke Revill (SATC - Digital Strategy Manager), and Markus Giesen (Deloitte Digital - Online Manager)
GOSA - South Australian Tourism Commission Digital Strategy Presentation for the 2011 OpenText Content World Conference
1.
2. OpenText Content World 2011
OpenText & South Australian Tourism Commission: How to
build Australia's leading tourism site
Markus Giesen – Online Manager, Deloitte Consulting.
Luke M. Revill – Digital Strategy Manager, SATC.
3. Agenda
The South Australian destination
The role of the South Australian Tourism Commission
Our partner, Deloitte Online
Project history
Strategy and vision
Why the OpenText WSM platform?
Features and ingredients
Deliverables and results
35. The business need – why focus on the digital strategy?
Refocus and optimisation of organisational resources
Whole of industry change program
Delivering to the consumers need
Single underlying platform upon which OT front end applications sit
36. Project objectives
Develop an inspiring consumer-focused online presence to make researching and
booking a holiday to South Australian simple
More South Australian product bookable online, direct and through online partners,
in real-time
CRM: Capture and use of customer behavioural information & purchase data, to lay
the foundation for value segmentation allowing SATC to become a more customer-centric
organisation
Greater cost efficiency of SATC's digital communication, content management and
distribution channels allowing reallocation and direction of resources towards
strategic marketing activities
38. Why did we choose the OpenText platform?
Fully flexible integration
Separation of content, presentation and logic
Agile test and development cycles
39. Key features
Improved usability
Inspiring and engaging design
Simple CMS workflow and custom enhancements
40. Ingredients – what is integrated across all sites?
OpenText Web Site Management 10.1
Australian Tourism Data Warehouse
V3 product inventory
Traction CRM
Google Search Appliance
41. Project deliverables
New domestic website www.SouthAustralia.com
11 international site language and cultural variants
3 major events sites
New mobile site utilising location based technology
Backend integration (OpenText WSM, data warehouse, real time
booking engine and CRM)
43. Results
400% increase in operational efficiency (content management)
28% increased number of operators products bookable online
20% increase in site visitation
41% increase in online bookings MoM, 300% YoY
Most popular page / feature on site is ‘search & book’
(approximately 13%)
45. Thank You – please research & book your South
Australian holiday experience at www.SouthAustralia.com
Notas do Editor
Luke
What we will discuss today:
Thank you for your time
This is my partner and colleague Markus Giesen (Deloitte Online).
Luke
Luke
Distance from Orlando to Florida: 10,065 miles (16,198 km).
In other words, almost half the circumference of the world away.
According to wolfram (alpha).
According to Google maps we are located driving directions: 15,945 mi, 56 days 2 hours.
*This route has tolls.
*This route includes a ferry.
*This route crosses through Japan.
*This route may have road closures.
Luke
We are one of seven States in Australia
We became a state in 1901
Our population is 1.514 million people
Size wise, we are 380,070 square miles (984,377 square KM)
1/10th the size of the USA
- Florida, US would fit into South Australia 5.7 times
Luke
We have all the native Australian animals: kangaroos, koalas, platypus, emu and echidna
Luke
- We have all the native Australian animals: kangaroos, koalas, platypus, emu and echidna
Luke
But what you might not know is we are also home to the only Giant Panda’s in the Southern hemisphere
Luke
We are a different destination to Sydney and Melbourne...
-our Capital City Adelaide isn’t widely known as a metropolis
-we don’t have attractions which are already known world wide like: ULURU and the Opera House.
What we do have is the Best Backyard in the world – people need to know that...
This is why we a robust technology solution to enable us punch above our weight in the online space – our online strategy is to facilitate positive conversations about the South Australian destination
We like to think of ourselves as having the The ‘Best Backyard’ in the world:
Luke
The ‘Best Backyard’ in the world: Food and Wine
-Over 400 Cellar Doors (Wineries) through out the state
-South Australia produces over 50% of the nations wine and we are the fourth largest exporter of wine in the world
Luke
The ‘Best Backyard’ in the world: Cultured City
-200 of these Cellar Doors are located within an hours drive of the centre of the city’s CBD
-We are a cultured city, know for high quality food, wine and arts events, such as the Adelaide Festival of Arts and Fringe (which is the Southern Hemisphere’s largest Fringe Festival – equal in size to the Edinburgh Fringe Festival
Luke
The ‘Best Backyard’ in the world: Coast
-Over 4250 kilometres of the most pristine coastline in the world.
Luke
The ‘Best Backyard’ in the world: Murray River
Luke
The ‘Best Backyard’ in the world:
Coast
Over 4250 kilometres of the most pristine coastline in the world.
Luke
The ‘Best Backyard’ in the world:
-We are home to Kangaroo Island
-Australia’s 3rd largest Island – also know as Australia’s Galapagos due to the pristine and untouched nature of the Island and abundance of native and rare animal fauna.
-Also home to the Southern Ocean Lodge
Luke
The ‘Best Backyard’ in the world: National Landscapes – Flinders Ranges and Outback
Luke
The ‘Best Backyard’ in the world: National Landscapes – Flinders Ranges and Outback
We have some of the most striking landscapes in the world
- Flinders Ranges is the largest mountain range in South Australia, which starts approximately 200 km (120 mi) north west of Adelaide.
- The ranges stretch for over 270 MILES
Luke
-We are committed to developing the long term growth the State’s tourism industry.
-The state’s marketing department, and we also support the state’s tourism industry, as well as support, fund and develop new tourism product initiatives (including major event development).
Luke
-Secure our unfair share of economic value for the State – punch above our weight!
Luke
-Our goal is to increase the states tourism revenue to $8 billion dollars by 2020.
-This represents a stretch target of $1.6 billion over the next 8 years.
Luke
The biggest gains to achieve this are in the:
International, and
Interstate visitor segments.
This is based on both visitor numbers and average visitor spend.
The SATC’s digital strategy is integral in achieving this goal and the foundation of the OpenText WSM platform is key infrastructure in getting us there.
Luke
Overall marketing strategy (more later)*
Strategic partnerships
In the online space this partner is Deloitte
Markus
Digital / mobile SL in Deloitte
Largest end to end provider
125 team, most talented con, design, BA, engineers, QA, marketer & copy
Office locations + overseas
Markus
TA - Hands off enterprise architecture, IT sourcing, performance and cost
EIM – Enterprise data management, BI & Data warehousing, ECM
Online – Multi-channel strategy, design, implementation, support & hosting
Global – Region 10, Hyderabad with 1000 practitioners
Markus
Strategy – Methodology, innovation, data analytics, integrated marketing
Design – User centred design, interface design, data vis, 3D & animation
Technology – Core of what we do, CM Solutions, eCommerce, mobile, Internet, Intranet portals
Finance
Telecommunications
Utilities
Government
Retail
Recent activity in mining
Markus
Define – Business req, personas, creative brief, tech blue print
Design - Wireframes, Func Spec, Test strategy, usability, IA, prototyping othersDevelop - Func test cases, HTML, styleguide, content dev, tech spec
Test - Func test, UAT, Test summary, deployment package, release notes
Deploy - Training, User guide, system doc
Support & Maintenance
Luke
How was the pre-project SouthAustralia.com failing the industry and organisation?
Luke
Site visitation increasing year on year since 2005
Comparatively online bookings, and booking enquiries began to decrease in 2009
Conclusion from this real world data and user testing workshops:
1. We are under a reasonable bench mark for site traffic to conversions to sales.
2. Sales are not increasing at the same rate that site traffic is increasing; in fact sales are decreasing in some instances.
3. More people visit the SA.com ‘shop front’ than any of our other channels combined. Yet this isn’t translating into sales through the online channel, even though 76% of customers surveyed in the SA.com Booking Concept Survey (Greenhill Research, 2010) stated they would prefer to purchase directly through SA.com.
4. Traffic (unique visitors) to SA.com has been increasing consistently year on year for the last 5 years, at a conservative estimate we will exceed 2,000,000 (2 million) unique visitors per year within the next 12 to 18 months.
Why? The pre-project SA.com consumer experience fails in 4 key areas:
1. Can’t find products on the site.
2. Product pages are poor quality.
3. The booking process is complex, faulty or non-existent.
4. There’s no mechanism for follow-up consumer marketing.
Luke
Luke
Refocus and optimisation of organisational resources
Shift from operations to core business function – Marketing
Whole of industry change program
Enabling South Australian tourism operators to distribute their products and content online
Delivering to the consumers need
Consumer preference for researching and purchasing tourism products online
Single underlying platform upon which front end applications sit
OpenText WMS, ATDW/OBX (product and booking engine), TractionPlatform (CRM system), Search (Google Search Appliance)
Luke
Play SATC_EDIT_v4_720p.mp4 (The making of SouthAustralia.com).
Markus
OpenText WSM works with any backend system and language
This allowed us rapid development with an iterative approach, designer freedom, agile change-management
Development and content entry in parallel, allowing a fast project delivery time of under 3 months development
Markus
UX process and clean design makes information easy to find
Evocative imagery and simple navigation invites people to delve further in to the site and lead to an improved rate of bookings
Editing and publishing new and up-to-date content has been reduced from hours to minutes with the custom CMS components made available to the web content team.
Markus
Integrated using .NET and custom query enhancements
More than 3500 tours, events and tourist activities
Real time availability check and booking engine
Lead generation and value based segmentation
Strong search capabilities across 5 web projects and over 11 country sites
Delivered:
1. New domestic site
2. 11 international language / cultural variants
3. mobile site (m.southaustralia.com)
4. 3 events sites (TDU, TA, Xmas pageant)
-Home page features
-Content page
-Search and book
400% operational efficiency
Reduction in number of clicks to publish a new page from 20 to 5
28% increased number of operators products bookable online
28% increase
Increase in site visitation increase
%
40% increase in online bookings
Organic increase, no campaign activity.
Most popular page search
Play SAT11010_60_YouTube.mov (Best Backyard Brand Television Commercial).