e-business in tourism: social media and content creation
TRANSCRIPT
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UEF // University of Eastern Finland
E-business in practice:
- Social media
- Creating content
E-business in Tourism -course, Finnish University Network for Tourism Studies
Juho Pesonen, head of research, centre for tourism studies, University of Eastern Finland, [email protected] @eppuJ
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UEF // University of Eastern Finland 9.11.2016 Juho Pesonen 2
Attitude
Tourism online business tools and channels
All competitors are online • expenditure
Home page Basic social media (Facebook)
Digital company • Business depends on technology
Measuring and monitoring effectiveness
Benefits of digital business • Investment
Company strategy • Why do we exist? • For whom do we exist? • What we can offer that no one else can?
Mobile
Segment and market specific channels
TripAdvisor
Real-time customer service
E-commerce and conversion
Youtube Content management strategy
SEO
SEM & SMM
Digital customer experience • Customer point of
view
Mobile application
OTAs
ERP ”Crazy” tests and campaigns
Security
Marketing automation and AI
CRM
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UEF // University of Eastern Finland
9.11.2016 Sosiaalinen media / Juho Pesonen 3
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What is social media?
http://laureakirjasto.files.wordpress.com/2010/06/socialmedialandscape2.jpg
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UEF // University of Eastern Finland
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http://www.webseoanalytics.com/blog/wp-content/uploads/2010/06/social-media.jpg
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UEF // University of Eastern Finland
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http://gisellert1987.files.wordpress.com/2010/03/social_media_sites1.jpg
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UEF // University of Eastern Finland
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http://www.blonde2dot0.com/blog/wp-content/uploads/2010/06/social_media_starfish.jpg
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UEF // University of Eastern Finland
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http://www.personalizemedia.com/garys-social-media-count/
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UEF // University of Eastern Finland
9.11.2016 Juho Pesonen 9
http://www.doz.com/media/oneminute-internet
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UEF // University of Eastern Finland
What is social media?
•Wikipedia (2006): “Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.”
•Wikipedia (2011): ” The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.”
•Wikipedia (2014): ” Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.”
•Wikipedia (2016): ” Social media are computer-mediated technologies that allow individuals, companies, NGOs, governments, and other organizations to view, create and share information, ideas, career interests, and other forms of expression via virtual communities and networks. ”
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UEF // University of Eastern Finland
1) Content creation 2) Interactivity 3) From many to many
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UEF // University of Eastern Finland
Organic and paid visibility in social media
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https://www.titan-seo.com/newsarticles/trifecta.html
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UEF // University of Eastern Finland
Huge change in marketing thought
•http://mashable.com/2011/10/30/inbound-outbound-marketing/
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UEF // University of Eastern Finland
What lies behind successfull utilization of social media?
1. Attract user attention
2. Personify service
3. Excecute it well
4. Collect customer information any time it is possible
5. Make the service fool proof
6. Include social elements
7. Make the service mobile friendly
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UEF // University of Eastern Finland
Utilizing social media •Constant aggregation of data
•Everything is connected
•Target groups and segments are critical
•Storification and creativity
• It is easy to reach huge number of people, but it is difficult to make an impression on them.
– Engagement has become central measurement in social media.
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UEF // University of Eastern Finland
How to create engagement?
•Engagement means that people take actions because of company marketing.
•Almost countless of ways to create engagement:
– http://www.socialmediaexaminer.com/26-ways-to-create-engaging-content/
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UEF // University of Eastern Finland
Success stories •Obermutten: https://www.youtube.com/watch?v=e91c0mWP960
•Any else come to mind?
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UEF // University of Eastern Finland
9.11.2016 Juho Pesonen 18
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UEF // University of Eastern Finland
9.11.2016 Juho Pesonen 19
http://www.economist.com/blogs/graphicdetail/2016/10/daily-chart-9
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UEF // University of Eastern Finland
Before the trip
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During the trip After the trip
S
o
c
i
a
l
m
e
d
i
a
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UEF // University of Eastern Finland
Ennen matkaa •Tiedonetsintäprosessi
•Ulkoinen tieto
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Xiang & Gretzel, 2010
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UEF // University of Eastern Finland
Before the trip • Information search process
– External information
•Active use of information sources
•Even though social media is used a lot in general, its role in active information search is still relatively small.
•30 % of travelers search for social media for discounts and offers (PhoCusWright, 2012).
•"We've found that 65 per cent of travelers won't even book a hotel if it hasn't had a review written about it.“ (http://edition.cnn.com/2014/10/30/tech/social-media/review-economy-tomorrow-transformed/)
– User generated content is more reliable than official travel websites, travel agents and marketing. (Fotis et al. 2012).
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UEF // University of Eastern Finland
Before the trip
•Buying
– A friend is more likely to buy than a stranger.
– Building trust and reducing risks through social media.
– Those who use social media also buy more tourism products online.
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UEF // University of Eastern Finland
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UEF // University of Eastern Finland
Social media shopping is coming
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UEF // University of Eastern Finland
During the trip
•Mobile devices.
– Facebook has more than 1000 million daily mobile users!
– Social media is tied to mobile phones.
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UEF // University of Eastern Finland
Engaging with the destination!
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UEF // University of Eastern Finland
After the trip •Sharing experiences and content
– Why people write about their experiences to social media?
• Help others to make better decisions
• Tell about own experiences
• Change the way company does business
• Help the company
• Harm the company
•http://etc-digital.org/digital-trends/social-networking-and-ugc/travellers-and-social-media/
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UEF // University of Eastern Finland
All this combined create online image of the company
•TrustYou: http://www.youtube.com/watch?v=S5LKeONtJUQ
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Social media problems and challenges:
http://www.youtube.com/watch?v=5YGc4zOqozo
http://mashable.com/2014/10/25/restaraunt-owner-
angry-yelp/
http://farm5.static.flickr.com/4116/4742104336_44d02294b0_m.jpg
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UEF // University of Eastern Finland
What challenges and problems are connected to social media?
• Constant presence and need of resources
• Dependance on other companies
• Online security
• Uncertain future
– New services and changes in customer behavior
– http://blog.globalwebindex.net/facebook-teens-decline
• Once in the Internet, always in the Internet
– Everything has to be thought through
• Trial and effort the best tactic we have
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UEF // University of Eastern Finland
Content creation
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UEF // University of Eastern Finland
Marketing = content creation
•The better the content, the better the marketing
•Content creation and distribution are basic marketing
•Optimizing content for marketing
•http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings
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UEF // University of Eastern Finland
What is content?
•https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png
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UEF // University of Eastern Finland
Good content
•Weird
•Solves a problem
•Educates
•Makes us laugh
•Has a wow-factor
•Creates some kind of value
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UEF // University of Eastern Finland
Content marketing basics •More content, more visitors.
•Better content, better results.
•Challenge is to avoid providing too much information.
– E.g. length of a suitable blog post.
•Make content for people
– Stories
– Experiences
– Calls to action
•Differentiate content based on purpose
– Inspiration?
– Information?
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UEF // University of Eastern Finland
It is all about measurement
•https://econsultancy.com/blog/65443-a-smorgasbord-of-content-marketing-metrics?utm_source=Facebook&utm_medium=Direct&utm_term=Filter&utm_campaign=FBDF#i.1agnvvxy7ed6xz
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Thank you Contact
[email protected] @eppuJ
https://fi.linkedin.com/in/juhopesonen https://uef.academia.edu/JuhoPesonen
https://www.researchgate.net/profile/Juho_Pesonen
www.uef.fi/mot www.uef.fi/tmm
uef.fi