Digital Tourism Think Tank
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Presentation delivered to the Digital Tourism Think Tank, held in Barcelona in November of 2015. The topic for the presentation was to provide background to Tourism and Event Queensland's experience in developing a mobile application which tapped into the use of Location Based Services, including GeoFences and beacons.
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Digital Tourism Think Tank
- 1. OPTIMISING DIGITAL STRATEGY: LEARNINGS FROM MOBILE & BEACONS #DTIC2015
- 2. @CKJCHAMBERS
- 3. WHAT IS A TOURISM & EVENTS QUEENSLAND?
- 4. Mission Purpose Achieving economic and social benefits for the State through growing the tourism and events industry We are a consumer led, destination focussed organisation, that connects people and place like never before, through innovation and collaboration with the tourism and events industry
- 5. VISION Inspiring through brand, integrated marketing and events the world in priority domestic and international source markets to experience Queensland’s signature experiences and events the best through quality and innovation, enhance destination offerings address on earth showcasing the best of Queensland
- 6. HOW DOES THIS TRANSLATE TO MY DAY JOB
- 7. How does a DMO extend the connection between people and place?
- 8. EXPERIENCE ENGAGEMENT & DIGITAL CHANNELS We create, curate and inspire positive stories about Queensland’s destinations and events and connect them with the right people
- 9. FIVE STAGES OF HOLIDAY PLANNING
- 10. TEQ’S DIGITAL FOOTPRINT 8,138,287 views 1,378,069 connections 32,000,000 post reach (QTR) 231,000 connections 2,765 posts (99% UGC) 350,541 #thisisqueensland 1,871,571 sessions (Jul 1 – Nov 17) Twitter 95k @queensland 1,275,000 subscribers
- 12. WHY BOTHER? 79% of people will use a downloaded app twice Only 16% of people will use an three or more times
- 13. WHY BOTHER? Inspiration came from three key consumer trends Increased trust in word of mouth Increased reliance on mobile Increased desire for WiFi Options considered Develop our own WiFi infrastructure Update the v1 of Queensland iPhone app Break new ground
- 14. THIS IS QUEENSLAND APPLICATION
- 15. PLANNING This app is about PLANNING Travellersrelyon the digitalspace to plan travel
- 16. EXPERIENCING This app is about EXPERIENCING Travellersexpect a more informed andcollaborative experience,ledby the growingfunctionalityofmobile
- 17. SHARING This app is about SHARING Travellersare sharingmore about theirtrips, inspiringothers to dream
- 19. KEY FUNCTIONALITY Key functionality Works in the background Product information from the ATDW Destination Information What’s trending content Wi-Fi finder Location Based Services @queensland account
- 20. CONSUMER BENEFIT Consumer benefit 35% of traffic to TEQ website from mobile, meeting a consumer demand Functions with and without internet connection Location Based Services enhance the in destination holiday experience Useful eDM information pre and post holiday
- 21. INDUSTRY BENEFIT Industry benefit Designed for mobile = increased leads Location Based Services designed to connect with consumers like never before Greater use of content from social media, eg RTO channels eDM communications will further engage visitors pre and post their holiday
- 22. THIS IS QUEENSLAND APPLICATION
- 24. THIS IS QUEENSLAND APPLICATION
- 26. LBS - BEACONS
- 27. LBS – GEO-FENCES
- 28. USER STORIES - SEARCHING We have a free day. What can we do that is nearby? Search Search Results ATDW Product My Favourites
- 29. ARRIVAL BEACON NOTIFICATION Beacon Triggered Queensland Welcome to Tropical North Queensland. Find out what is trending in this amazing region. Slide to view Explore Destination Screen
- 30. USER STORIES - GEOFENCES Geofence Triggered This is Queensland Welcome to Tropical North Queensland. Find out what is trending in this amazing region. Slide to view Destination Hot 5 Screen
- 31. GEOFENCE – CONTENT EFFECIENCIES TEQ Content
- 33. EVENT BEACON I am at the PGA Championships. How do I find out more about this event?
- 34. RESULTS TO DATE
- 35. RESULTS Results to date: Downloads – nearing 32,000 56,470 sessions (35% iOS) 3.5 minutes per session Session to lead conv rate (10.2%) Accounts created 9,000
- 36. LEARNINGS & WHERE TO NEXT
- 37. LEARNINGS Beacon technology will advance quickly In large areas (1.85mn2 km) beacons not greatest for engagement Think deeply about role in beacon roll outs Do not expect to change user behaviour Allocate budget for app maintenance (iOS updates)
- 38. ENHANCEMENTS Version three in the app store now Incorporate tips from Visitor Information Centre’s Connectivity between digital assets
- 39. THANK-YOU