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REFLECTIONS FORM ABOVE THE ARCTIC CIRCLE

#SoMeT2015, Amsterdam

Evgenia Egorova, Marketing

Manager

Northern Norway Tourist Board

2 Photo: CH/VisitNorway.com

3 Photo: CH/VisitNorway.com

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NORTHERN NORWAY :

THE LAND OF THE NORTHERN LIGHTS

… AND THE MIDNIGHTSUN

Photo: Øystein Lunde Ingvaldsen/nordnorge.com Photo: ToFoto/nordnorge.com

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NORTHERN NORWAY :

3.000 POLAR BEARS

… AND THREE UNESCO’S WORLD

HERITAGE SITES

Photo: Ole J Liodden/Naturfokus

6 Photo: CH/VisitNorway.com

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NORTHERN NORWAY :

• Norway is the biggest

market;

• Germany, Sweden,

Holland, UK and France

are the fabulous 5. Photo: Konrad Konieczny/nordnorge.com

Photo: Reiner Schaufler/nordnorge.com

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THE CONTEXT

NORWAY, Facebook and Internet, anno 2012*

• Almost 90% aged 9-79 with high-speed Internet

access

• each Norwegian used ca 90 minutes surfing and

reading

• 30% of that time - on Facebook

• Over 2 million users checked FB every day

• 20% were on Facebook via mobile

• 70% posted on FB while on holidays

• 76% uploaded their holiday pictures on FB

• 55% "like" tourism pages on FB

PROUD NORTHERN NORWEGIAN PHENOMENON

*source: Christian Kamhaug/SAS and SSB

Photo: Frode Sandbech/www.nordnorge.com Photo: Terje Rakke/www.nordnorge.com // Hiking in Northern Norway

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Our FB-page as of June 2012:

• about 11.000 likes

• local fans: 25% Finnmark, 10% Troms and 5%

Nordland

• about 20% of "proud Northern Norwegians" living

in the South

• less then 40% tourists and less then 17%

international fans

• language and content confusion (Norwegian and

English, links to media, old + new pictures)

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HOW WE DID IT…

• One picture per day, mostly only pictures,

short text in English (question, quote,

invitation).

• Link to our www or to partners www/FB

• Surfing with the others: TV-shows, Frozen,

happenings

• And last but not least, Facebook Ads on

pictures,

used with caution.

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BUDGET, TARGETS AND RESOURCES

• 50.000 Euro for 3 years (2012 – 2014)

• Targeting:

- explorers interested in nature-based

holidays

- looking for enrichment

- motivated by: Seeing new places,

Experiencing a new country and new culture

- couples and individuals – no children in

party

- above average income and education

- age: 35-65 years.

• From one community manger to 3 overlapping

Photo: Terje Rakke/Nordic Life

After the first eight months:

• from 11.000 to 114.000 likes

• From 18% foreigners to 70% foreigners

• Over 20.000 "talking about" our pictures

every week ( more than about Olympics in

London 2012)

• Over 700.000 comments received

• Over 1 million engaged FB-users

RESULTS, THEN AND NOW

Photo: ©Foto: Steinar Skaar / Statens

vegvesen

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SITUATION NOW:

• 134.800 likes

• 50% are women and 49% are men

• over 30% are aged 25-54

• about 22% are Norwegians

• Fab 5: Poland, India, Germany, USA

and UK

• Average post reach is 13.000 – 15.000

people

• Average 700 likes on post

Photo: Ole Jørgen Liodden/naturfokus.no

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KNOWLEDGE…

Photo: Reiner Schaufler/nordnorge.com

PANORAMA VISION

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TARANTINO

PHENOMENON

"You really work in this

visual, emotional, cinematic

way... Then the effect

is...You can never really

hear that song again without

thinking about that image

from the movie…"

Quentin Tarantino

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EVERY DESTINATION

HAS ITS

….PANDA/KOALA

Photo: Øystein Lunde Ingvaldsen/nordnorge.com

22 Photo: CH/VisitNorway.com

SURFING IN THE

ARCTIC …

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• over 630.000 saw the

picture

• 8.798 likes, 132

comments

• 1068 shares

WAVE:

#WhatDoesTheFoxSay

:

Photo: Ole J Liodden/nordnorge.com

WAVE:

Rihanna/Diamonds:

WAVE:

The End of the

World • Almost 50.000 saw the

picture

• 5.945 likes, 208

comments

• 2.351 shares

Photo: ToFoto/nordnorge.com

26 Photo: CH/VisitNorway.com

IT IS SOCIAL ….

…ASK YOUR AUDIENCE

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THE GOOD YEAR

Photo: Espen Mortensen/nordnorge.com

CHALLENGES: :

DO YOU LOVE ME,

OR MY MONEY? :

Photo: Ole Jørgen Liodden/naturfokus.no

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SO MUCH

INFORMATION, SO

LITTLE TIME

Photo: Yngve Ask/Fishing in Northern Norway

OVER PHOTOSHOPPED

OR OVERWHELMING?

Photo: Ole Christian Salomonsen

/www.nordnorge.com

ARE YOU BEING

HONEST WITH ME?

Photo: CH/VisitNorway.com

ARE YOU BEING

HONEST WITH ME?

Photo: Tommy Andreassen/nordnorge.com

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ARE YOU BEING

HONEST WITH ME?

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THE ONLY CHILD

PROBLEM

Photo: Martin Bril/ Whale Safari in Northern Norway

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CHALLENGES:

• Law of Diminishing

Returns

• Déjà Vu - Déjà Shared

• What if…?

• Big Politics Photo: Øystein Lunde Ingvaldsen/nordnorge.com

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WHAT NOW?

• Sharing Inspiration and

Inspiring Sharing

• Co-curating

• Pro-active search for

“Ambassadors” on several

SoMe

WHAT NOW?

THE POWER OF LINKS

WHAT NOW?

WHAT NOW?

PARADIGM’S SHIFT:

SUMMER IN YOUR WINTER

I DON’T WANNA TALK…:

LIKES VS COMMENTS

TAKE-AWAYS:

• Find your “panda”

• Truth with

moderations

• The power of a good

sound-track/quote

- don’t CTRL+C/CTRL+V from

print

- learn from the audience

- careful with short-cuts

- but some stories are not

for everybody

Photo: Roy Mangersnes/wildphoto.no

TAKE-AWAYS:

• Overlapping Success

• Master Co-curating

Photo:Roger Johansen/nordnorge.com

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REFLECTIONS FORM ABOVE THE ARCTIC CIRCLE

#SoMeT2015, Amsterdam

Evgenia Egorova, Marketing

Manager

Northern Norway Tourist Board

Facebook/NorthernNorway

@northernnorway

@Northern_Norway