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Social media in tourism

Digital marketing and social media marketing basics for tourism

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Social media in tourism

  1. 1. Johanna Heinonen 3.5.2016 *
  2. 2. * • Jatkuvaa, suunnitelmallista ja johdonmukaista • Avointa ja rehellistä • Huolehtivaa ja sitouttavaa • Monikanavaista • Bisnestä • TO WHOM? • HOW? • FOLLOW UP?
  3. 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. 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. 5. *
  6. 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. 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. 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. 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. 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. 11. *2. Think about the looks and layout
  12. 12. *2. Think about the channels, message and reachability
  13. 13. *2. Think about the customer journey ~ flow ~
  14. 14. *3. SEO and SEM
  15. 15. *4. Content marketing and regularity
  16. 16. *5. Listen to the customers and engage him/her!
  17. 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. 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. 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. 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. 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. 22. * Johanna ”Jonna” Heinonen Senior Lecturer Laurea UAS tel. +358 40 630 3587 email johanna.2.heinonen@laurea.fi Facebook https://www.facebook.com/JohannaHoo Skype jonna.brainit Linkedin http://www.linkedin.com/pub/johanna- heinonen/10/8b3/460 CV http://sites.google.com/site/jonnancv/

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