Managing reputation in a multichannel world

Managing reputation in a multichannel world

Here are the presentation slides for today’s keynote at ENTER 2011 – the international conference on IT in travel and tourism.  Big thanks to the keynote team – Jason Ryan from iCrossing and Tom Hall from Lonely Planet.

You can also check out the live recording of the conference session

Here are some of the things that we talked about;
If branding online is at least in part reputation management destination brands face a number of key challenges – including content, socialisation, integration and measurement. We used to pay particular attention to things like tone of voice, style and design. In our new world we need to pay attention to things like our point of view and the way we behave as brands.

The emotional journey a customer undertakes with a destination brand involves a journey across awareness, engagement, emotional attachment and advocacy. From a marketing point of view the starting point used to be very much awareness. Now we can kick off that journey at the advocacy stage – harnessing the power of those that love us most and help drive awareness.

We drive awareness through seasonal planned activity. Our marketing campaigns. There is now a very real opportunity to amplify existing attention. Be it events big and small or that which you are gaining through social channels. That conversational content can be used to drive both awareness and engagement.

Test and learn is important. Figuring out how to do things – and more importantly how to do them well. Execution is as important as ever. Digital has empowered marketing departments the world over. The relationship with their agency teams is becoming more collaborative and one much less based around them and us. A relationship where everyone is learning by doing.

We still need a unifying idea. That big idea used to be the starting point. Integration used to be about delivering that idea across the full range of channels – traditional and digital. We need to develop models that support proper integration across owned, earned and bought media. One such model might be putting the big idea in the middle of everything and supporting it through targeted engagement initiatives which crowd source content, develop that content and the communities that exist around it.  Through the creative use of paid media channels we achieve further amplification around those initiatives and we wrap it in our brand – or our point of view.

If a lot of what we do in the digital space is always on – including PR, social media, search and content development – one of the challenges is how we wrap that around our campaign activity and support it. So not only are we amplifying what we do where engagement is concerned we are using that engagement to support what we are doing across paid media channels.  I talked about simple unifying approaches in the previous post Looking at trends. Is digital growing up? Developing a content strategy based on a content calendar might be one of those approaches.

We need to support such activity with a user centric approach to measurement.  One that looks beyond traditional campaign metrics and web analytics by evaluating visitor engagement through measuring user behaviors both on-site and across the networks and communities our customers participate. One that focuses on Awareness (Do people know about us?), Actions (What are they doing when they find us?) and Advocacy (how do they feel about us?). A scorecard approach can be used to track an appropriate set of metrics and help deliver always on measurement to support always on marketing.