Holistic Inbound Strategy Case Study

Locally informed, globally inspired
The future of "SEO“. Moving to a
holistic Inbound Marketing Strategy
with a case study
Adrian Land | @adrianland
June 2013
Head of Inbound Marketing at MyDestination.com

In this talk….
I would like to..
give some background & context
share a model on how to organise the
different components for a robust inbound
marketing strategy
plus, insights into a global campaign My
Destination are running called the “Biggest
Baddest Bucket List”

First of all, who am I?
Some of the brands I have worked for:

@adrianland | adrianland.co.uk
But the mission of the engines is still to give the
best, most relevant results to their users
And, our objectives are still the same
Search and the SERPs are evolving all the time

What are SERPs today? It’s evolving
…to gain maximum visibility of
our brands and products
It used to be called SEO
Now it is more like
“Search Engine Visibility Strategies”
As the engines change, we need to evolve
too

I prefer just Marketing, or “Inbound Marketing”
SEO has evolved and has many names
Outbound Inbound
Comms Is broadcasting Is bi-directional
Customers Research and push your
way in front of them
Understand them and they will
come to you
Approach Sells at customers Can educate, entertain and
build personality with loyalty
Cost Classically high.
Low response rates
Free, through to expensive
Speed Planned and executed Can we refined based on real-
time learning's
A.K.A “Old Marketing” Inbound Marketing
Earned media
Content based marketing

…just re-org your brains!
LEFT brains
Analytical & Logical
RIGHT brains
Creative & innovative
Creative teams
Social Media
inc. community
management
Content teams
PR team
Analysts & Statos
Tech & Devs
SEO
Inc. outreach
Other performance
channel marketers

Reporting, data & insight
Overall Inbound Strategy
Social Media
& Author
Rank
Content &
onsite
optimisation
Tech & Dev
teams
User
Experience
IA and user
engagement
Reputation
building
Link building,
PR, citations
Teams to be united with single focus

An example earned media campaign

The whys, what’s and how’s…
• My Destination wanted to break through to a
larger audience, build traffic and support it’s
media sales
• The Biggest Baddest Bucket List was
conceived with the biggest prize ever in
travel
• An entry consisted of a blog post,
photographs and an original 3 minute video
by the entrant in which they share their local
insights and tips for their destination
Why?
What?
How?

The site is located
http://www.mydestination.com/bbb
Used Social media, social
media marketing, meet-
ups, community
groups, outreach, influencer
finding, blogging
outreach, posters, PR and
spoke to everyone we met!
On a dedicated competition microsite

Phase 1 summary
• My D received 1,251 valid entries
•
• Submissions were from over 640
destinations and more than 110 different
countries were represented
• Entry videos received >650,000 unique
views, racking up 32,500 hours of video that
has captivated people across the entire
planet
Entries
Coverage
Videos

Phase 1 summary
• The competition site received >1.28m visits
• Over 3 million page views, from >200
countries. Main site and blog have had
significant increases too
• Travel Portals, blogs, communities, TV and
in the press from around the world
Stats
Media
Coverage

Phase 1 summary
Growth in
social-channels
Talking about
us
Inbound
Links
New inbound links.
From hundreds to thousands a
week
Through people talking about
us, entrants, press and
outreach efforts
Subscriptions to our channels,
in addition to the mentions
and shares increased
n.b. Entry videos were on the entrants
own channels
The two peaks show our reach
hitting many millions
Peaks show
- Launch, entry close
- The 10 finalists announcement

>1million YT channel views and growing
Video has been very effective
for gaining people’s attention
Some of the BBB video assets

We even made a spoof BBB entry
This video was used to promote the competition to encourage
entries, aiming to be shared in its own right too!
@adrianland | adrianland.co.ukYou can see it here  http://bit.ly/royalsBBB

Winners’ Week, May ‘13
10 finalists came to the UK and took part in any
challenges & activities. Producing content and
conversations all the way
Meet our winners, Alex and Marko Ayling

What did we learn?
It was hard work! And is still going to be hard work…
Every team was involved
You need budget, admin, logistics, legal, sense of
humour! a dev team, SEOs, social
media, creatives, content people, comms internal and
external, tools and a drive to succeed with a lot of
stamina
Co-ordination and project management was
challenging, and had to be agile
But the results can be big and pleasantly surprising!
But that is what you have to do to earn attention

Alongside BBB - Zeitgeist chasing
You can see it here  http://bit.ly/MyD-HarlemShake

So, to some takeaways….

You need to work hard to earn your customers
attention
You may need to change your corporate culture &
de-silo teams and their objectives
It is a multi team game, with many [new] skills
needed. They might come from unlikely places
Don’t forget, everything should be underpinned by
data, and measured against objectives
Running a global competition is very hard work!
Final thoughts

Follow the trip at www.mydestination.com/bbb

Holistic Inbound Strategy Case Study

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