Johanna Heinonen 3.5.2016 *
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Johanna Heinonen
3.5.2016
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• Jatkuvaa, suunnitelmallista ja johdonmukaista
• Avointa ja rehellistä
• Huolehtivaa ja sitouttavaa
• Monikanavaista
• Bisnestä
• TO WHOM?
• HOW?
• FOLLOW UP?
*
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)
*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 thanlaptop or PC
* 50 % consult their friends or people onlinebefore purchase decision
* 80 % of travellers search information in internet (Google, Bing etc.)
(Tilastokeskus 2013; NetTrack 2010) 3 May 2016www.hurmaavahamina.fi
*
*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
*WHY?4%
3%
4%
6%
4%
7%
28%
22%
2%
5%
6%
9%
11%
12%
14%
17%
Blogit
Webbikaupat
Wiki
Youtube
Kotisivut
Asiakkaat YrityksetSource: Heinonen, J. 2011. Social media perceptions…
Homepages
Web shops
Blogs
Customers Companies
** Some is not always easy
* Some is not cheap
* Some is not an extention to the traditional marketingcommunications
* Some is not same as Facebook/ Instagram / Snapchat
* Some requires planning
* Some needs follow-up
Lähde: Heinonen, J. 2011. Social media perceptions…
*1. Think about the customer
1,65 billion monthly usersMostly women in age group 25 to 34
500 million visitors per monthMostly men, 18-29 years
433 million usersMostly male, 30-49 years
300 million users29 % women, 18 – 29 years
70 million users80 % 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 restaurants70 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.
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*The most popular is not alwaysthe 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
*2. Think about the looks and layout
*2. Think about the channels, message and reachability
*2. Think about the customerjourney ~ flow ~
*3. SEO and SEM
*4. Content marketing and regularity
*5. Listen to the customers and engage him/her!
*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)
*
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…
* 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 InsightsAlexa.com
Howsociable.com
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RESEARCH, PLANNING, LISTENING…80 %
TACTICS20 %
Gathering background information of competitors, customers, markets, laws, culture, own company and itspossibilities, different channels etc.
FB, Twitter, iPhone, blogs, videos, wikis, etc.
*
*Social media and digital channelsare just one place among others
* Customers define social media => if thEy cannot find yourproduct or company or if theydo not get exicted with yourcontent, you’ve lost the game=> SO KNOW YOUR CUSTOMERS!
* Planning digital marketing follows the same steps as planningtraditional marketing
*Johanna ”Jonna” HeinonenSenior LecturerLaurea UAStel. +358 40 630 3587email [email protected]
Facebookhttps://www.facebook.com/JohannaHooSkype jonna.brainitLinkedinhttp://www.linkedin.com/pub/johanna-heinonen/10/8b3/460CVhttp://sites.google.com/site/jonnancv/
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