some soomaa slides finland abo 2010
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SoMe Soomaa slides Finland Abo 2010Web Marketing and Social MediaTRANSCRIPT
Web Marketing and Social Media
Pargas, Turku, Finland Abolands Holkhögskola
02.12.2010
Aivar Ruukel
Practical examples from:
www.soomaa.comA private nature tourism business since 1995
Tools, Tips, Sources,Ideas !
Why areYOUhere today?
2009 - 2011 Master studies at EstonianUniversity of Life Sciences
Theme:„How foreign visitors to EstonianNational Parks use Internet for• planning their trip• during their trip• after their trip“
Where is Soomaa?
Soomaa – Land of Peat-BogsSoomaa – Land of Peat-Bogs
Land of Five SeasonsLand of Five Seasons
...canoeing trips in the woods...canoeing trips in the woods
Living Dugout-Canoe HeritageLiving Dugout-Canoe Heritage
Home for big carnivores
Beaver SafariBeaver Safari
Soomaa is RAMSAR and Soomaa is RAMSAR and Importand Bird AreaImportand Bird Area
Nominated for UNESCOWorld Heritage list
Soomaa -Capital of Estonian Wilderness
Kick-spark trips on frozen rivers
What is social media?
“S o c ia l m e d ia is lik e te e n s e x . E v e ry o n e w a n ts to d o it. N o o n e a c tu a lly k n o w s h o w . W h e n fin a lly d o n e , th e re is
s u rp ris e it’s n o t b e tte r.”
Av in a s h Ka u s h ik , 2 0 0 9
Using Web 2.0 tools
• Networking in Groups• Publishing Your Content• Collaborative Content Creation• Conversation Marketing Online
What is in your toolbox?
? ●Blog●Feed Reader●Facebook●Twitter●LinkedIn●Youtube, Vimeo ...●Flickr , Picasa...●Slideshare●Google Maps●Delicious, Digg, StumbleUpon●Foursquare, Gowalla●...
http://www.slideshare.net/HubSpot/inbound-marketing-the-next-phase-of-the-web-presentation
Do NOT Sell!
People do not want to be sold to...
... but they still like to buy
How to make them buy, not selling?
Talk with them
All markets are conversations
Marketing is not advertising
Tell the stories...
… by using photos
- Upload photos- Titles- Descriptions- Linking- Tags- Albums (Sets)- Collections- Embed to your website - Joining Groups- Creating Groups- Commeting and building relationshttp://ladu.htk.tlu.ee/priit/flickr_youtube/flickr1/ http://ladu.htk.tlu.ee/priit/flickr_youtube/flickr2/
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Sharing Travel Photos and Emotions
Flickr Group - Ecotourism Estonia
PAN Parks Group
Integrate Flickr with your Website
Pictures taken by Your Customers
Social Media =Everymans Media
Sharing Videos and Experiences
Youtube Group - Ecotourism Estonia
Create valuable content for you customers
Vaatame: http://www.youtube.com/watch?v=n_oAs_lq37U
...integrate with many partners
Social(every man)media
and traditional media
http://www.parnupostimees.ee/?id=242611
We all are experts in something...
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Video is very appealing
Youtube is No 2 search engine
WOM - viirusturundus
Vaatame: http://www.youtube.com/watch?v=QhUDjArSDf4
Why blogging?
Content is King
Conversation starts with listening
Google Alerts
What to listen?
• Search words (key words)– What is typing YOUR ideal client into Google??
• Your name• Your business name• Brand(s)• Competition• more?
My favourite - Tweetdeck
Grow bigger ears !
http://www.google.com/reader/
http://www.icerocket.com/
by Chris Brogan
Home base and outposts
Example www.european-ecotourism.com
Social Media helps to promote
your website...
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Modern Sales Funnel
... and generate leads
500 000 000 people worlwide
285 000 in Estonia
How to start
1 sign up2 find friends3 start page4 share news...and photos5 create events6 start conversations7 be part of others conversations and share ideas8 engage co-workers...and customers9 monitor changes
Facebook Insights
How to Engageyour Audience?
Something remarkable
Organize a Competition
or Poll
Sharevaluable
information
More ideas?
Facebook as Sales Channel● Case of WorldNomads● Sales through Facebook reached within short
period 25%- of sales through Google ● 38 500 Facebook Fans
Kuidas?
„Have we invested in Facebook to build our community? yes we have, but whilst it continues to enable us to build more of an emotional connection, allows us to better understand the needs and desires of our travel community, then it will continue to be an investment well made.“
Chris Noble of WorldNomads:„It’s necessary to build an active community around your brand, being sure to tap in to what makes them tick as a group.“
http://www.feld.com/wp/archives/2010/05/the-power-of-why.html
Integrate Facebook fan Page with your website
Integrate all relevant social media channels
with your website
Future Web is like quilted blanket
It is not only about your web-site,be there where your customers are !
Collaborative Content Creation
Google Maps
Co-creating Travel Maps
GoogleMaps
Embed GoogleMaps to your blog
Co-Creating a Google Calendar
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Embed to Different Websites
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Co-ordinating Events and Tours
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Social Bookmarking
Researching
Sharing Content -own and others
Networking
More Networking
and making connections...
Twitter – Targeted Conversations Online
Talk with Your Customers
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Travel 2.0
Travel Forums – Read and Answer
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Creating Pages and Adding Pictures
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
TripAdvisori „widgets“to your website
Wikis – co-writing Travel Guides
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
planeta.com – first ecotourism website in the world
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
Social Travel Guides – Tripwolf.com
Localyte.com
REAL Social Networks
Networks
2011 – joining new relevant networks
2011 – Co-creating a Social Newsletter
„WildEstoniaWeekly“
Choise of E-mail Programme
Choise of E-mail Programme
E-newsletter + social media
e-newsletter + facebook
e-uudiskiri + facebook + flickr
e-uudiskiri + facebook + twitter + flickr
2011
Empower Customers to Share
their Experiences
Case: Western
River Expeditions
As a 45-year-old woman on the trip put it, "You can read 'testimonials' all day long on someone's website, but that seems sugar coated to me. Facebook is loaded with real people saying real things and interacting with each other. This impressed me the most."
Most post on FB Wall not by company but Customers
2011 – Mobile – Location Based
