Digital marketing and social media marketing basics for tourism

1. Johanna Heinonen
3.5.2016
*

2. *
• Jatkuvaa, suunnitelmallista ja johdonmukaista
• Avointa ja rehellistä
• Huolehtivaa ja sitouttavaa
• Monikanavaista
• Bisnestä
• TO WHOM?
• HOW?
• FOLLOW UP?

3. *
Source: Heinonen, J. 2011. Social media perceptions…
Social media is
CONVERSATION ONLINE!
(Dutta 2010)
* Access for all * Be interesting *
* Be active * Be humble *
* Be unprofessional *
* Be honest *
(Kaplan – Haenlein, 2010)

4. *
Finns
* 80 % of Finns use internet daily
* 73 % has been searching information from
web during the past 3 months
* 44 % has bought something during the past
3 months
* 43 % follows social media daily
Travellers worldwide
* 26 % of travellers are going to share their
experiences online
* 60 % of mobile users have downloades
some tourism related app
* Amount of mobile devices and their use
has increased signigicantly and also money
spent in these ”channels” is more than
laptop or PC
* 50 % consult their friends or people online
before purchase decision
* 80 % of travellers search information in
internet (Google, Bing etc.)
(Tilastokeskus 2013; NetTrack 2010) 3 May 2016
www.hurmaavahamina.fi

5. *

6. *WHY?
2%
3%
12%
16%
18%
26%
9%
30%
30%
45%
31%
78%
0% 20% 40% 60% 80% 100%
Muu
Blogit
Palaute
Ostosten teko
Tarjoukset
Informaatio
Asiakkaat
Yritykset
Source: Heinonen, J. 2011. Social media perceptions…
Offers
Information
Shopping
Feedback
Blogs
Other
Customers
Companies

7. *WHY?4%
3%
4%
6%
4%
7%
28%
22%
2%
5%
6%
9%
11%
12%
14%
17%
Twitter
Linkedin
Blogit
Webbikaupat
Wiki
Youtube
Kotisivut
Facebook
Asiakkaat Yritykset
Source: Heinonen, J. 2011. Social media perceptions…
Homepages
Web shops
Blogs
Customers Companies

8. *
* Some is not always easy
* Some is not cheap
* Some is not an extention to
the traditional marketing
communications
* Some is not same as Facebook
/ Instagram / Snapchat
* Some requires planning
* Some needs follow-up
Lähde: Heinonen, J. 2011. Social media perceptions…

9. *1. Think about the customer
1,65 billion monthly users
Mostly women in age group 25 to
34
500 million visitors per month
Mostly men, 18-29 years
433 million users
Mostly male, 30-49 years
300 million users
29 % women, 18 – 29 years
70 million users
80 % is women, 18 – 27 years
WORLD
www.beevolve.com, www.socialbakers.com, www.tilastokeskus.fi, www.nielsen.com, mashable.com, expandedramblings.com; sproutsocial.com
190 000 000 - Total number of "reviews and
opinions" on TripAdvisor
115 a minute - Total number of new
contributions – that’s 6,900 an hour and
165,600 a day.
45 - Countries in which it operates a website
(in 28 languages).
2700 - People employed by TripAdvisor.
4 400 000 - Businesses and properties listed
in 145,000 destinations, including 890,000
hotels and 2,400,000 restaurants
70 000 000 - Members around the world.
315 000 000 - Unique monthly users.
6-12- Number of reviews that the majority
(80 per cent) of people read before making a
decision to book.

10. *
*The most popular is not always
the most suitable
*What does the customer want to
hear?
*How does to customer want to
hear it?
*Company’s role and investment
*Money and multi-channeling
1. Think about the customer

11. *2. Think about the looks and layout

12. *2. Think about the channels,
message and reachability

13. *2. Think about the customer
journey ~ flow ~

14. *3. SEO and SEM

15. *4. Content marketing and regularity

16. *5. Listen to the customers and
engage him/her!

17. *
Content marketing Commercial ads and webshops
Engagement and activation Engagement
Search engine optimatization (SEO) Serach engine marketing (SEM)
Linkin Linking
Content Content
Customer service online & offline
Like, click or action?
Follow up Follow up
Functionality ”flow”
Payment methods
Free tools:
• Google Adwords Tool (not only for ads, also for SEO)
• Google Display Planner (Adwords attachment)
• Consumerbarometer.com (to get information about the customers and purchasing
habits)

18. *
35%
65%
Knowledge of customers’ opinionsn
Kyllä EiYes No
IF YOU DON’T
MEASURE IT,
HOW DO YOU KNOW
IF IT WORKS?
• Know your target
group
• Know when and how
they follow your media
• Know what your target
group thinks
(Dutta 2010)
=>
Interact actively
(Mangold – Faulds 2009)
Lähde: Heinonen, J. 2011. Social media perceptions…

19. * Likes, visitors, clicks – Tells amount!
* Shares, stay and engagement – Tells about the engagement!
* Researching/reading pages – Tells about the content
* Where customers come from? – Tell about the success in channels
choice and SEO
*Customer profile – Tells about the success in segmentation
*Unique vs. returning customes
*ROI – return on investement – Can it be measured in digital world?
TOOLS:
Google Analytics
FB Insights
Alexa.com
Howsociable.com
*

20. *
RESEARCH, PLANNING, LISTENING…
80 %
TACTICS
20 %
Gathering background information of
competitors, customers, markets,
laws, culture, own company and its
possibilities, different channels etc.
FB, Twitter, iPhone,
blogs, videos, wikis,
etc.

21. *
*Social media and digital channels
are just one place among others
* Customers define social media
=> if thEy cannot find your
product or company or if they
do not get exicted with your
content, you’ve lost the game
=> SO KNOW YOUR CUSTOMERS!
* Planning digital marketing follows the same steps as planning
traditional marketing

22. *
Johanna ”Jonna” Heinonen
Senior Lecturer
Laurea UAS
tel. +358 40 630 3587
email johanna.2.heinonen@laurea.fi
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