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Internet Marketing Workshop
The document outlines a public relations planning exercise aimed at attracting visitors to Newcastle, utilizing various free or low-cost tools to analyze demographics, customer journeys, and social media insights. Key findings indicate that the market for staycations is strong, with a peak in tourism during July and August. It also highlights the importance of digital marketing strategies and collaborations to enhance Newcastle's appeal.
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- 1. 1 | 15.03.2016 InternetMarketing Workshop Stephen Waddington wadds.co.uk @wadds
- 2. 2 | 15.03.2016 Introducing#PRstack
- 3. 3 | 15.03.2016 #PRtoolbox Thisis a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change. I’ve used free or low-cost tools to enable you to experiment with the process and methodology. Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service. There is no such thing as free.
- 4. 4 | 15.03.2016 #PRtoolbox Thisis a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change. I’ve used free or low-cost tools to enable other people to experiment with the process and methodology. Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service. There is no such thing as free.
- 5. 5 | 15.03.2016 Howto get people to visit Newcastle? How do we persuade more people to visit Newcastle?
- 6. 6 | 15.03.2016 Challenge Atravel agent wants to attract people from around the UK to visit Newcastle for short breaks. You’ll find a full list of the tools and links at wadds.co.uk/prtoolbox.
- 7. 7 | 15.03.2016 Publicrelations planning Research Insight Strategy CreativityContent Channels Evaluation
- 8. 8 | 15.03.2016 Publicrelations planning Research Insight Strategy CreativityContent Channels Evaluation
- 9. 9 | 15.03.2016 Prospect/customerfunnel Awareness Consideration Conversion Loyalty Advocacy
- 10. 10 | 15.03.2016 Whois your customer?
- 11. 11 | 15.03.2016 A.Demographics and behaviour 1. Office for National Statistics 2. YouGov Profiler LITE 3. Facebook Ad Insights B. Customer journey 4. Google Customer Journey 5. Google Consumer Barometer 6. Google Search Trends 7. Google AdWords Keyword Planner 8. Google Search (incognito) 9. AnswerThePublic.com 10. Similarweb C. Social media 11. Instagram 12. Twitter 13. Followerwonk 14. Bluenod 15. Echosec 16. TripAdvisor Tools
- 12. 12 | 15.03.2016 D.Insights E. Creative 17. Foter , Unsplash, and others 18. Pablo, WordSwag 19. Canva 20. PlaceIt 21. Skitch Tools
- 13. 13 | 15.03.201613| 15.03.2016 A Demographics and behaviour
- 14. 14 | 15.03.2016 #1Office for National Statistics The Office for National Statistics collates data related to the economy, population and society of England and Wales. How 1. Visit Office of National Statistics 2. Look up data and reports related to tourism
- 15. 15 | 15.03.2016 Insight#1 London is a destination for international travellers
- 16. 16 | 15.03.2016 UKstaycations popular since financial crisis. Approx. 55m per year
- 17. 17 | 15.03.2016 #2YouGov Profiler YouGov Profile is a segmentation and planning tool for agencies and brands based on YouGov consumer research. How 1. Visit YouGov Profiler and search for leads 2. Explore consumer profile and data that is returned
- 18. 18 | 15.03.2016 Youngpeople seeking entertainment, male bias
- 19. 19 | 15.03.2016 Biasto digital naturals, and online media
- 20. 20 | 15.03.2016 #3Facebook Ad Insights Use Facebook Ad planner to build a campaign and characterize the potential audience. How 1. Log onto Facebook and create an ad campaign 2. Use the variables from prior planning process to target the campaign
- 21. 21 | 15.03.2016 UKPopulation (ONS)
- 22. 22 | 15.03.2016 Facebookusage in the UK
- 23. 23 | 15.03.2016 FacebookAudience Insights
- 24. 24 | 15.03.2016 FacebookAudience Insights
- 25. 25 | 15.03.2016 Characterisinga public
- 26. 26 | 15.03.2016 Tweakvariables
- 27. 27 | 15.03.2016 Tweakvariables Characterise the size of the UK market 17 to 35 year olds – approx. 19 million
- 28. 28 | 15.03.2016 Tweakvariables Behavioural insight: approx. 4.5 million frequent travellers
- 29. 29 | 15.03.2016 Tweakvariables Behavioural insight: approx. 4.5 million frequent travellers
- 30. 30 | 15.03.2016 Showand tell
- 31. 31 | 15.03.201631| 15.03.2016 B. Customer journey
- 32. 32 | 15.03.2016 #4Google Customer Journey The Google Customer Journey shows what channels influence customer decisions at different points in the purchase cycle. How 1. Head to the Google Customer Journey tool 2. Filter by country and market 3. Compare results with different markets, such as US
- 33.
- 34. 34 | 15.03.2016 Discoverstypically starts with search Multi-channel approach to selection Deal closed with directly
- 35. 35 | 15.03.2016 #5Google Consumer Barometer Consumer Barometer helps you understand how people use the internet. It digs into more detail than the Customer Journey Tool. It covers 45 countries and 10 product categories. How 1. Visit Google Consumer Barometer 2. Use pre-populated questions or the filter options 3. Compare the influence of different forms of media on the customer journey
- 36. 36 | 15.03.2016 Onlineshopping indexes highly for hospitality and tourism
- 37. 37 | 15.03.2016 Veryhigh for age demographic
- 38. 38 | 15.03.2016 #6Google Search Trends Google Trends shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages. How 1. Visit Google Trends 2. Search by keyword, filtered by country 3. Analyse trends by date 4. Review competitors
- 39. 39 | 15.03.2016 Lowin October to December High in July and August
- 40. 40 | 15.03.2016 UKdominant search location for Newcastle
- 41. 41 | 15.03.2016 Travelis a frequency term associated with Newcastle
- 42. 42 | 15.03.2016 Showand tell
- 43. 43 | 15.03.2016 #7Google AdWords Keyword Planner Google AdWords Keyword Planner shows the search frequency that keywords and the actual search terms people enter into Google when conducting a search. How 1. Visit Google AdWords Keyword Planner and select tools 2. Filter by country, device and locations 3. Review competitors 4. Analyse time period comparisons to review trends
- 44. 44 | 15.03.2016 LowOctober to December Summer high, peaking in May
- 45. 45 | 15.03.2016 Relatedsearches for hotel
- 46. 46 | 15.03.2016 Longtail search results
- 47.
- 48. 48 | 15.03.2016 Showand tell
- 49. 49 | 15.03.2016 #8Google Search Google is the dominant search engine. Using Google incognito shows how content appears in search. How 1. Visit Google 2. Search by keyword and take a consumer eye view to results 3. Use link: and related: to find similar sites
- 50. 50 | 15.03.2016 Visit NewcastleGateshead iswell optimised for search
- 51. 51 | 15.03.2016 Football,airport, university, TripAdvisor, Chronicle and Council all make up top 10
- 52. 52 | 15.03.2016 Linkedsites: no strong correlation or insight
- 53. 53 | 15.03.2016 Relatedsites: Theatre, Centre for Life and Hadrian’s Wall
- 54. 54 | 15.03.2016 #9AnswerThePublic.com AnswerThePublic.com is a tool built by search and content agency PropellerNet. It enables you to interrogate aggregated auto-complete data from Google and understand the real questions that people are asking when they complete a search query. How 1. Visit AnswerThePublic.com 2. Search by a variety of keywords. Use the terms surfaced by Google Keyword planner.
- 55.
- 56. 56 | 15.03.2016 Footballand university
- 57.
- 58. 58 | 15.03.2016 #10Similarweb Similarweb characterises a website. It profiles traffic, referral sources, and related websites. How 1. Visit Similarweb and query websites 2. View results by top content and top influencers
- 59. 59 | 15.03.2016 Wellindexed, good performing site
- 60. 60 | 15.03.2016 Estimated50,000 to 100,000 visitors per month
- 61. 61 | 15.03.2016 Searchis dominant source of traffic, then direct. Social media limited
- 62. 62 | 15.03.2016 Showand tell
- 63. 63 | 15.03.201663| 15.03.2016 C. Social media
- 64. 64 | 15.03.2016 #11Instagram Instagram allows limited content searches around hashtags. It can be useful for to discover basic information about popular culture. You can do the same on Pinterest. How 1. Visit Instagram on the web and log on with your Instagram account 2. Search keywords and hashtags for indication of culture and society
- 65. 65 | 15.03.2016 Footballand food indexes highly
- 66. 66 | 15.03.2016 #12Twitter Popular online social network for short messages. Mobile and news driven. How 1. Visit Twitter and log in with your account details 2. Use advanced search function to interrogate influencer, hashtags, keywords and conversations
- 67. 67 | 15.03.2016 Strongcommunity: football, student life, entertainment, shopping, travel
- 68. 68 | 15.03.2016 Football,university and airport
- 69. 69 | 15.03.2016 Showand tell
- 70. 70 | 15.03.2016 #13Followerwonk Followerwonk enables you to search Twitter bios by keywords and return results based on networks, followers and social authority score. How 1. Visit Followerwonk and log in with your Twitter details 2. Search by bio location and keyword
- 71. 71 | 15.03.2016 Interestingcommunity: celebrity, football, Greggs and media
- 72. 72 | 15.03.2016 Media,entertainment, politicians
- 73. 73 | 15.03.2016 #14Bluenod Bluenod is a paid for tool that characterises a Twitter network or community around a topic. How 1. Create an account on Bluenod 2. Investigate popular hashtags 3. Identify influential people and frequent sharers within the network
- 74. 74 | 15.03.2016 Insight#1 Football, media and bloggers Strong community. Investigate influencers over time
- 75. 75 | 15.03.2016 #15Echosec Echosec is a location based social media monitoring tool that extracts location meta data from social media posts and serves the results overlaid on a Google Map. How 1. Visit Echosec and select demo options 2. Search by postcode and mark an area to interrogate
- 76. 76 | 15.03.2016 Lotsof social content shared around the university (no surprise)
- 77. 77 | 15.03.2016 Locationcheck-ins, retail and entertainment
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- 79. 79 | 15.03.2016 #16TripAdvisor Destination website and app for travel deals and reviews. There’s a TripAdvisor for every market. How 1. Visit TripAdvisor 2. Take a consumer eye view of hotels, restaurants and attractions 3. Also see Glassdoor, Yelp etc.
- 80. 80 | 15.03.2016 Naturalbeauty ranks highly on TripAdvisor
- 81. 81 | 15.03.201681| 15.03.2016 D. Insights
- 82. 82 | 15.03.2016 ResearchSummary 1 1. The market for staycations is strong (ONS) but not for international visitors (Google) 2. The customer journey for short UK breaks starts with search and is closed directly (Google) 3. Social media appears to have limited impact on research and selection (various) 4. The Newcastle experience (various) How to get there, where to stay Entertainment Football and natural environment Universities, student population
- 83. 83 | 15.03.2016 ResearchSummary 2 5. Potential Facebook audience of around 4.5 million people (age: 17 to 35, behaviour: freq. travel) (Facebook) 6. July and August are peak periods for short breaks to Newcastle, October to December is least (Google) 7. Newcastle/Gateshead could be a potential partnership opportunity (Various) 8. Active Twitter community. Key influencers: Airport, NUFC and Newcastle University
- 84. 84 | 15.03.201684| 15.03.2016 E. Creative
- 85. 85 | 15.03.2016 CONTENT/ FOTER #17 Foter and Unsplash
- 86. 86 | 15.03.2016 CONTENT/ UNSPLASH #17 Foter and Unsplash
- 87. 87 | 15.03.2016 CREATIVE/ PABLO #18 Pablo and Wordswag
- 88. 88 | 15.03.2016 CREATIVE/ WORDSWAG #18 Pablo and Wordswag
- 89. 89 | 15.03.2016 CREATIVE/ CANVA #19 Canva
- 90. 90 | 15.03.2016 CREATIVE/ PLACEIT #20 PlaceIt
- 91. 91 | 15.03.2016 CREATIVE/ SKITCH #21 Skitch
- 92. 92 | 15.03.2016 Showand tell
- 93. 93 | 15.03.201693| 15.03.2016 E. Thank you
- 94. 94 | 15.03.2016 A.Demographics and behaviour 1. Office for National Statistics 2. YouGov Profiler LITE 3. Facebook Ad Insights B. Customer journey 4. Google Customer Journey 5. Google Consumer Barometer 6. Google Search Trends 7. Google AdWords Keyword Planner 8. Google Search (incognito) 9. AnswerThePublic.com 10. Similarweb C. Social media 11. Instagram 12. Twitter 13. Followerwonk 14. Bluenod 15. Echosec 16. TripAdvisor Tools
- 95. 95 | 15.03.2016 D.Insights E. Creative 17. Foter , Unsplash, and others 18. Pablo, Wordswag 19. Canva 20. PlaceIt 21. Skitch Tools
- 96. 96 | 15.03.2016 Prospect/customerfunnel Awareness Consideration Conversion Loyalty Advocacy
- 97.
- 98. 98 | 15.03.2016 Howto get people to visit Newcastle?Thinking Digital Internet Marketing Workshop How do we persuade more people to visit Newcastle? Stephen Waddington wadds.co.uk @wadds