#Smartketing. Strategic use of social networks

to promote and to innovate tourism in the urban ecosystem

@vbazzarin

Seminars

Learning outcomesStudents must attend some seminars chosen from a list of seminars and workshops organized by the School of Economics and by TEaM. Seminars account for 3 ECTS, provided that the student attends AT LEAST 24 hours and writes a short report on the content of the attended seminars, to be evaluated by one of the invited speaker.At the end of the seminars the student is able to identify and evaluate the main topics of current research in the tourism field, and to deepen the analysis through brief essays.(Source: http://www.ems.unibo.it/en/programmes/course-unit-catalogue/course-unit/2014/377263)

Teaching philosophy

Abstract: According to European Digital Agenda Action 59 "Prioritise digital literacy and skills in the 'New skills for jobs' flagship", these seminars are planned to promote graduate students empowerment through digital literacy. Differently from the first edition of this seminar, this year the whole activity is conceived in collaboration with the research group working on Urban Transformation in the Knowledge Society of the UOC, and in each seminar we are going to adopt a specific point of view to understand the role of the internet and social media in tourism, to use digital tools to achieve and to share information, and to approach a critical debate on four selected case studies. The first seminar focuses on actions, Promotion and Attraction, and it is aimed to draft a communication strategy to promote a specific place or event. In the second seminar Ramon Ribera-Fumaz, director of the research group above mentioned and placed in Barcelona, describes the frame and the impacts of policies to promote tourism in one of the main European touristic destination that is also considered a smart city ecosystem. The third seminar faces the importance of local communities and the key role of human capital for sustainable forms of tourism, mentioning flames, conflicts and battles won or lost in the social media arenas. The fourth seminar focuses on innovation and creativity as drivers of personal branding to access job opportunities.

CreditsOfficial page:http://www.dsps.unibo.it/it/dipartimento/persone/gli-assegnisti-di-ricerca-1/valentina-bazzarin

Twitter: @vbazzarinLinkedin: https://www.linkedin.com/pub/valentina-bazzarin/9/b85/aa6

Academia.edu: https://unibo.academia.edu/ValentinaBazzarin

Slideshare: http://www.slideshare.net/LaValeShare

Facebook page: https://www.facebook.com/pages/Smartketing-Seminario-Rimini-Campus/365887296915694

Promotion and attraction

● Marketing mix in terms of frames (commercial, social and political marketing), tools and goals;

● Identity of a place; ● Interests and feelings: social network analysis and Twitter; ● The medium is not the message and does not create a community;● Case study: #mydestination140

Create a Twitter account#smartketingTwitter flow

“Groups are only smart when there is a balance between the information that everyone in the group shares and the information that each of the members of the group holds privately. It's the combination of all those pieces of independent information, some of them right, some of the wrong, that keeps the group wise.”― James Surowiecki, The Wisdom of Crowds

Marketing mix

A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product, price, place, and promotion.These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income. Sometimes the first P (Product) is substituted by presentation.

Read more: http://www.businessdictionary.com/definition/marketing-mix.html#ixzz3FHYd8swF

Develop a strategy

Frames and different msgs

Social Political

Commercial

Caption: Uganda is a possible example among others. I hope none of you will be hurt by this content

Networked society

Both communication and economic models are changing

→ today we will focus on communication→ next Monday Ramon Ribera Fumaz will focus on sharing economy and how it can transform tourism and cities

How do we book a trip?

Which are the cues able to attract?

How locals do they represent the place in which they live?

On twitter

Using different devices

Source:http://cdn.ninjamarketing.it/wp-content/uploads/2014/01/Mophie_-Day-in-the-Life-of-a-Data-Traveller.png?98b06d

Local communities

Available online: ftp://ftp.puce.edu.ec/Facultades/CienciasHumanas/Ecoturismo/ArticulosTurismo/Art%C3%ADculos%20cient%C3%ADficos/Estudios%20de%20caso/Lepp_attitudes_2008.pdf

A place as it is seen by touristBut with so many fake companies online, how does one get the right tour operator that will leave him/her with a lasting and memorable experience?One of the most reliable websites where travellers run for travel information is Trip Advisor. The site reviews and rates tour and travel companies around the world, making recommendations to travellers. For Uganda, the website has twice ranked African Adventure Travellers as one of the best tour and travel companies in Uganda. For this reason I recently chose to go on a trip with the tour company.I tagged along a group of American girls from Her Passion Ministries, who had been in the country for seven days doing charity work at a girls’ orphanage in Nansana. And as a way of winding up their work, they wanted to visit a national park. From Total Matugga where I waited at 7am on a Thursday morning, I could see several tourist cars heading north. I kept looking keenly not to miss the African Adventure Travellers’ cars.Unfortunately, I still missed them because they were not branded. They drove several metres past me, before turning back to pick me. Apparently, because it was peak season, all the company’s branded cars were on safari, forcing the company to hire two silver grey Super Custom vans. I had been reserved a front seat in one where I enjoyed talking to Moses, our driver and guide. One of the girls was asleep, others were reading as we set off. From Kampala via Masindi, we had a short stopover at New Court View hotel in Masindi at 11am.http://observer.ug/index.php?option=com_content&view=article&id=34121:-uganda-seen-through-the-eyes-of-young-americans&catid=73:highlights&Itemid=70

#mydestination140

Source: http://www.ilsole24ore.com/art/tecnologie/2013-11-29/la-meta-diventa-viaggio-130532.shtml?uuid=

When the destination becomes the travel...