e-business in tourism: social media and content creation

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

mailto:[email protected]

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

Instagram

Marketing automation and AI

CRM

E-mail


9.11.2016 Sosiaalinen media / Juho Pesonen 3

What is social media?

http://laureakirjasto.files.wordpress.com/2010/06/socialmedialandscape2.jpg



http://www.webseoanalytics.com/blog/wp-content/uploads/2010/06/social-media.jpg



http://gisellert1987.files.wordpress.com/2010/03/social_media_sites1.jpg



http://www.blonde2dot0.com/blog/wp-content/uploads/2010/06/social_media_starfish.jpg



http://www.personalizemedia.com/garys-social-media-count/










9.11.2016 Juho Pesonen 9

http://www.doz.com/media/oneminute-internet


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. ”


https://en.wikipedia.org/wiki/Online

https://en.wikipedia.org/wiki/Mass_media

https://en.wikipedia.org/wiki/Mass_media

http://en.wikipedia.org/wiki/Virtual_community

http://en.wikipedia.org/wiki/Virtual_community

http://en.wikipedia.org/wiki/Virtual_network

https://en.wikipedia.org/wiki/Computer-mediated_communication



https://en.wikipedia.org/wiki/NGO

https://en.wikipedia.org/wiki/Information

https://en.wikipedia.org/wiki/Virtual_community

https://en.wikipedia.org/wiki/Virtual_network


1) Content creation 2) Interactivity 3) From many to many



Organic and paid visibility in social media


https://www.titan-seo.com/newsarticles/trifecta.html


Huge change in marketing thought

•http://mashable.com/2011/10/30/inbound-outbound-marketing/


http://mashable.com/2011/10/30/inbound-outbound-marketing/






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



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.



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/

http://www.socialmediaexaminer.com/26-ways-to-create-engaging-content/












Success stories •Obermutten: https://www.youtube.com/watch?v=e91c0mWP960

•Any else come to mind?


https://www.youtube.com/watch?v=e91c0mWP960



https://medium.com/twelveam/emirates-landed-a-viral-hit-with-reactive-influencer-marketing-b17e24135400



http://www.economist.com/blogs/graphicdetail/2016/10/daily-chart-9


Before the trip


During the trip After the trip

S

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Ennen matkaa •Tiedonetsintäprosessi

•Ulkoinen tieto


Xiang & Gretzel, 2010


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).



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.




http://www.adweek.com/socialtimes/social-media-and-travel-go-hand-in-hand-infographic/625230


Social media shopping is coming



During the trip

•Mobile devices.

– Facebook has more than 1000 million daily mobile users!

– Social media is tied to mobile phones.



Engaging with the destination!



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/


http://etc-digital.org/digital-trends/social-networking-and-ugc/travellers-and-social-media/






































































All this combined create online image of the company

•TrustYou: http://www.youtube.com/watch?v=S5LKeONtJUQ

http://www.youtube.com/watch?v=S5LKeONtJUQ

http://www.youtube.com/watch?v=S5LKeONtJUQ

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

http://www.youtube.com/watch?v=5YGc4zOqozo

http://mashable.com/2014/10/25/restaraunt-owner-angry-yelp/








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



Content creation



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

http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings
























What is content?

•https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png

https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png

https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png


Good content

•Weird

•Solves a problem

•Educates

•Makes us laugh

•Has a wow-factor

•Creates some kind of value



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?


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

https://econsultancy.com/blog/65443-a-smorgasbord-of-content-marketing-metrics?utm_source=Facebook&utm_medium=Direct&utm_term=Filter&utm_campaign=FBDF















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

mailto:[email protected]

https://fi.linkedin.com/in/juhopesonen

https://fi.linkedin.com/in/juhopesonen

https://uef.academia.edu/JuhoPesonen

https://uef.academia.edu/JuhoPesonen




http://www.uef.fi/mot

http://www.uef.fi/tmm

e-business in tourism: social media and content creation

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