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This is a part of my research studying Finnish tourism companies and their use of social meida

This is a part of my research studying Finnish tourism companies and their use of social meida

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Jh follow up Jh follow up Presentation Transcript

  • PERCEPTIONS ON SOCIAL MEDIA IN FINNISH TOURISM SECTOR~ Following and measuring social media ~ Johanna Heinonen 14.6.2011
  • DO YOU FOLLOW SOCIAL MEDIA TOOLS AND CHANNELS? 9,0 % Following social media (n=458) Yes No 91,0 % Johanna Heinonen 14.6.2011
  • HOW OFTEN DO YOU FOLLOW THE SOCIAL MEDIA?50 % 47,1 % Frequency of following (n=420)45 %40 %35 % 29,5 %30 %25 %20 % 14,8 %15 %10 % 5% 3,3 % 2,9 % 1,7 % 0,7 % 0% a few times a day once a day a couple of times once a week A couple of times once a month more seldom in a week in a month Johanna Heinonen 14.6.2011
  • ISSUES FOLLOWED IN THE SOCIAL MEDIA35 % Field to be followed (n=1147)30 % 28,9 % 24,6 %25 % 23,7 % 21,7 %20 %15 %10 % 5% 1,1 % 0% Field Competitors Co-operation Personals Other Johanna Heinonen 14.6.2011
  • Other issues to follow• Correspondence in email (n=4)• General news and trends (n=2)• Number of visits (n=2)• Customers’ reactions and behavior (n=2)• Facebook comments (n=1)• Can’t say (n=1)• Key words (n=1)• Everything (n=1) Johanna Heinonen 14.6.2011
  • WEEKLY TIME USED TO FOLLOW SOCIAL MEDIA 70 % 63,0 % Time spent for following (n=419) 60 % 50 % 40 % 30 % 22,0 % 20 % 11,0 % 10 % 3,8 % 0,2 % 0% less than 1 hour per week 1-7 hours per week 8-20 hours per week 21-50 hours per week more than 50 hours Johanna Heinonen 14.6.2011
  • DO YOU TAKE ADVANTAGE OF THEINFORMATION FOUND IN SOCIAL MEDIA? 14,6 % Using information (n=410) Yes No 85,4 % Johanna Heinonen 14.6.2011
  • How information is used?• New ideas for services and products (n=55)• Benchmarking and evaluating (n=28)• Sharing information and marketing (n=21)• Many ways (n=14)• Customer feedback and customer needs (n=13)• Adapting company’s functions to competitors’ and customer need (n=13)• Current events and news (n=7)• Current education (n=7)• Pricing (n=6)• New customers and contacts (n=5)• Partners and networking (n=4)• Knowledge in general (n=3)• Linking webpages (n=3)• Getting customer perspective (n=2)• Future planning (n=2)• Key words (n=2)• Purchasing (n=2)• Sending customer mail (n=2)• Do not know (n=1) Johanna Heinonen 14.6.2011
  • DO YOU USE MEASUREMENTS IN ORDER TO MEASURE THE RESULTS SOCIAL MEDIA? 47,0 % Using measurement (n=455) Yes No 53,0 % Johanna Heinonen 14.6.2011
  • WHAT KIND OF MEASUREMENT TOOLS ARE USED? 0,6 % 0,6 % 0,6 % 1,2 % 1,2 % 2,9 % Measurement tools (n=171) Retweets (n=1) 5,8 % Snoobi (n=1) 8,2 % Center of Statistics (n=1) Feeback (n=2) Followers (n=2) Clicks (n=5)50,9 % Facebook statistics (n=10) 13,5 % Number of customer contacts and activity (n=14) Number of orders/customers (n=23) Google tools (n=25) Number of visitors (n=87) 14,6 % Johanna Heinonen 14.6.2011
  • HOW OFTEN DO YOU MEASURE HOW SUCCESSFUL YOU HAVE BEEN IN SOCIAL MEDIA? 30 % Frequency of measurement… 24,7 % 25 % 20,6 % 20,6 % 20 % 19,4 % 15 % 10 % 8,1 % 6,5 % 5% 0% Once a day A couple of times in Once a week A couple of times in Once a month more seldom a week a month Johanna Heinonen 14.6.2011
  • HOW OFTEN DO YOUR CUSTOMERS FOLLOW YOUR COMPANY IN SOCIAL MEDIA?60 % Followers frequency (n=454)50 % 48,7 %40 %30 %20 % 15,6 % 16,3 % 13,0 %10 % 4,0 % 2,4 % 0% Dont know Hourly Daily Weekly Monthly Whenever somthing new comes up Johanna Heinonen 14.6.2011
  • DO YOU KNOW YOUR CUSTOMERS’OPINIONS OF YOUR USE OF SOCIAL MEDIA? 35,2 % Knowledge of followersopinions (n=455) Yes No 64,8 % Johanna Heinonen 14.6.2011
  • How are customers’ opinions followed?• Customers’ reactions to company’s action (n=51)• By trying to discuss with customers personally and answer their questions (n=32)• By different feedback systems (n=25)• Face to face feedback (n=13)• By different researches (n=11)• Different statistics in social media (n=10)• By analyzing customers’ and partners’ opinions and behavior in different situations (n=3)• Reacting actively (n=3)• By whatever is legal and possible (n=3)• By following up orders (n=2)• Customers create the contents in company’s social media (n=2)• By giving them facts (n=1)• Does not concern us (n=1) Johanna Heinonen 14.6.2011 Johanna Heinonen 14.6.2011