Digital Media Strategy

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Provide consumers with a single digital gateway

enabling them to experience all Scotland has to offer

Mission

Implement an enduring platform that inspires visitors &

residents to experience Scotland’s unique and quality

offerings online.

Bridging the Gap

Consumer

Scottish

Business

Build trust with Scottish business through accurate

reporting, simple and effective extranet systems & a digital

platform that positions their products & services to the

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• No centralised data system for content,

imagery, video & social conversation

• No mobile phone platform

• No direct feeds from analytics into CRM

• No Geomapping database

• Outdated accommodation system

• Consumer usability issue

• Difficult to update extranet system (availability)

• No UGC

State of the Nation

90+Websites

5 Analytics Systems

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• World class tourism website

• Enhanced reputation within the industry

• Substantial income generation driven from visitscotland.com

• Increased CR on site

• Increased number of visitors

• Fast and easy way for business to update information

• Increased ATV

• A centralised database for Scotland

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• Support of existing 90+ websites

• Online Marketing

• Development

• Design

• Analytics

• Usability

• Content

• Print

• CMS system support

• Infrastructure

• Call Centre

Key Areas of Directorate Activity

BAU

Project

Delivery of Digital & Media BAU

project work

• Data Mapping

• Brand Guidelines

• Design

• Analytics

• SEO

• Accessibility

• Usability

• GeoMapping

• UGC

• Mobile

• Social Media

• Accommodation System

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Approach - Project Digital Scotland

Analysis of over 50 tourism & commercial websites

focusing on the following:

• Site navigation

• Site content

• Database & platform structures

• Geomapping

• Accommodation systems

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Key Areas of Strategy

• CORE RELATIONAL DATABASE

Updated by Scottish Businesses

via Extranet

• APPLICATION LAYER

Managing data exchange

between core database &

consumer sites

• CME

System that publishes content &

data to consumer sites

• ANALYTICS

Measures & monitors user

interactions

• CUSTOMER FACING WEB

COMPONENTS

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Key Areas of Strategy

Activity being undertaken but

without core Digital Strategy

Areas with no or limited

activity undertaken

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• Core Databases

• Geo Mapping

• Analytics

• Mobile

• CRM

• Retail

• Accommodation

• Product Database

• One analytics platform

• UGC system

• UI for mobile

• Analytics into CRM

• Call Centre to CRM

• Geo Mapping integration

• Email integration & tagging

Fundamental for Step Change

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• Centralised repository for content, imaging & video

• Extranet ability for third party updates

• Ability to update content in a secure environment

• Provides VisitScotland with a mechanism to update and

maintain multiple data types by empowering restaurants,

shops, golf courses etc. to utilise the extranet

• VisitScotland stop being the slave to third party data

feeds, APIs etc.

• Valuable asset for VisitScotland (potential revenue

opportunities)

• Provides DMO's a window from visitscotland.com

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Extranet

The Links is a special place which embodies the values and traditions of golf. Golfers from around the world aspire to come here to follow in the footsteps of nearly all of the legends of the game. The Old Course will play host to its 28th Open Championship next year, more than any other venue. The likes of Old Tom Morris, Bobby Jones, Jack Nicklaus, Seve Ballesteros and Tiger Woods have won Open Championships here and spoken of

DESCRIPTION

ENTER YOUR DESCRIPTION

CHOOSE YOUR OWN RECOMMENDATIONS CHOOSE MEDIA TO DISPLAY

<

PHOTOS VIDEOS MPU: 300W x 250H X X X LBD: 728W x 90H ADVERTISEMENTS TO DISPLAY

TAGS: golf, 18 hole golf course, outdoors, the open

St Andrews Old Course Pilmour House St Andrews Fife KY16 9SF edit edit | more

ACCOMMODATION RESTAURANTS ACTIVITIES REVIEW UGC

Old Course Hotel Golf Resort & Spa

St Andrews and Surrounding Area Tel: +44 (1334) 474371

Rufflets Country House

St Andrews and Surrounding Area Tel: +44 (1334) 472594 HOTEL HOTEL 10 reviews 19 reviews Course Costs £10-100 Length 6609 Type Links Par 72 Facilities MORE MORE

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CME

• Bring all 90+ websites onto one content

management platform

• Allow content

consolidation & sharing

• More seamless & unified user journeys

• Easier content sharing for re-use on one

consolidated platform

• Cost reductions against outsourced development on other CMS platforms (Immediacy & bespoke)

• No need to support more than one enterprise

platform in-house (i.e. J2EE or .NET)

• Consolidate on Alterian CME - already upgraded to latest version (March 2010)

• Migrate in niches sites (standalone, external hosted and those using other CMSs)

• Bring in Immediacy web sites – verified by Alterian technology roadmap

• Integration with other tools and systems: CRM, Sharepoint, Analytics, Email & Social Media

• Move all web sites onto Alterian Morello and in the longer term to CME v7

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CME - Alterian Road Map

April 2009

April 2010

Autumn 2010

April 2010 ~ v6.3 release

Morello v5.x

Immediacy

v6.x

Alterian Content Manager ~ Corporate edition v6.x

Alterian Content Manager:

Enterprise edition v5.x

Alterian Content Manager:

Professional Edition v5.x

Alterian Content Manager v7

Enterprise edition

Professional edition

(3rd entry-level edition)

Specific v6 features

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Analytics

• Multiple web sites & domains need to be consolidated into one core analytics package

• Ensure good integration with CRM

• Implement secondary analytics package for reporting (free options exist)

• Provide useful

information on the web site traffic

• Insights into user

behaviour & weaknesses on sites

• Providing information on the success or failure of the web aspect of

campaigns

• Integration with other systems, such as CRM, informing future

marketing choices & targeting content

• Provide stats on KPIs & other reporting metrics

• Informs marketing spend

• Gap Analysis on current offering

• Roll out Google Analytics & one commercial

package

• Baseline Analysis - WebTrends, Omniture HBX, Experian HitWise, MediaCom (DoubleClick)

• Consider best solution for meeting ongoing & future analytics requirements

• Integration with future consumer CRM

• Implement Google & Webtrends packages

• Bring on in-house analytics expert to

support business activity

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Geo Mapping

• Enhance the geomapping offering on the consumer sites to enable a richer user experience & better presentation of key & relational information

• Visually appealing mechanism for

information presentation

• Ordnance Survey data is now freely available under new government initiative

• Many open data sets freely available, for example POI (Points Of Interest) databases.

• Freely available APIs for data (Wikipedia, Twitter) which can be geo-coded on a map

• Mapping questionnaires passed to key

organisation departments - March 2010

• Examination of good map usage on other travel sites: NZ & Sweden - March 2010

• Consideration of major mapping platforms: Google Maps, Open StreetMap, Bing Maps, Ordnance Survey, Cloud Made – Apr 2010

• Web demos & meetings with commercial web mapping service

providers: Geo.me, Zubed – May 2010

• Build in-house geomapping solution using open data sets & APIs. Partnering with mapping specialist

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Mobile

• Make use of the mobile platforms

• Build mobile web compatible sites

• Implement mobile apps - providing suitable

services for consumers while in Scotland

• A growing platform for users

• Emerging channel for engaging consumers

• Integration with social media channels

• Increased capability to support visitors while in Scotland with mobile app services

• Mobile backend can be utilised in iPoints

• Rationalise data sets & underpinning systems in preparation

• Review and consider current mobile trends

• Define platforms to be targeted, i.e. iPhone, Android, BlackBerry etc

• Define and build websites for mobile web

consumption

• Roll out suitable mobile apps - consider specialist agency use

• Implement best practice standards for sites on mobile web

• Build search apps on iPhone & Android platforms

• Identify key areas of Apps to be built:

Golf

Accommodation etc

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Accommodation System – State of the Nation

• Accommodation listings lack inspiration

in imagery, design & content

• Booking engine failings:

Too many options offered, confusing

search form

Lengthy 5 or 6 step process to book

online

Majority of rooms can not be booked

online

• Poor mapping both in searches &

accommodation listings

• Room prices often more expensive than

other accommodation

Customer

Business

• Pricing and availability extranet

complex & frustrating

• No option to confirm bookings by SMS

• Unable to interface with the main hotel

group reservation systems

• Inadequate reporting and no access to

web analytics data

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Accommodation System – Going Forward

Customer Requirements

Business Requirements

VS Requirements

• Compare & review all Scottish accommodation (regardless of relationship with VS)

• Real time competitive prices that can easily be booked online

• Better user experience for both browsing & booking

accommodation

• Clear mapping

• Ability to prioritise listings of businesses that partner with us

• Extranet system that allows businesses to update availability & pricing easily and quickly

• Dynamic user interface that allows for more inspriational use of video, images and content

• eCommerce/online booking engine (web in a box)

• Ability to interface with hotel reservation systems

• Provide a system that allows all accommodation in Scotland to be displayed regardless of relationship with VisitScotland e.g. polling

• Ability to prioritise listings of businesses that partner with us

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Recommendation

Web Accommodation System

Extranet Function

_{enabling links to DMO’s}

Polling

DMS

3rd Party Aggregators

Hotels

ECommerce

CC & VIC Booking App.

Extranet

PMS

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Recommendation

DMS Platform for:

Polling for:

DMO

Recommendations

Next Steps

• B&B’s, Self Catering,

Guest Houses, etc

• PMS (Property

Management System) Allowing businesses to manage prices &

availability etc

• Extranet – Allows

remote access to update prices, rooms, images, video etc

• eCommerce solution

(Web in a Box) for businesses who desire a booking engine for selling rooms on their own site, currently 450

• Call Centre and VIC

booking application

• Real time prices &

availability from Hotels & Aggregators

• All businesses can be

shown, regardless of relationship with VisitScotland

• VisitScotland.com holds

no credit card data

• Agree commission

structure with each third party, average 8%

• All bookings are done

via third party systems

• Prioritisation of listings

based on partnerships with VisitScotland

• Extranet availability to

add DMO type eg Golf - Perthshire

• Links from .com to

DMO sites

• Shows willingness to

DMO's to send traffic if the customer can't find it on VS or wants to compare

• New Mind e-tourism

solutions PMS Extranet DMS

Polling via partner Eviivo

Call Centre/VIC Application

Create shortlist of

solution providers

• Send out ITT

• Evaluate tender

responses

• Send chosen solution for

state aid review

• Incorporate state aid

feedback in solution • Notify tenders of outcome • Award contract • Debrief unsuccessful tenders

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Project Structure & Resource Alignment

U til is at io n 0% 100% J A Workstream planning Content audits Brand guidelines Project scoping Data mapping Design Product database

design & build Seasonal integration

Testing Test planning UAT Usability Template build CMS integration Analytics SEO

Niche sites integrations

Project merged into BAU Mobile application development

CRM integration Geo-mapping integration DMS integration Events integration 2011 2010 2012 ₂₀₁₃ 2014 UGC integration Content input