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.

1. #Smartketing.
Strategic use of social networks
to promote and to innovate tourism
in the urban ecosystem
@vbazzarin

2. Seminars
Learning outcomes
Students 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)

3. 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.

4. Credits
Official page:
http://www.dsps.unibo.it/it/dipartimento/persone/gli-assegnisti-
di-ricerca-1/valentina-bazzarin
Twitter: @vbazzarin
Linkedin: 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

5. 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

6. Create a Twitter account
#smartketing
Twitter 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

7. 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

8. Develop a strategy

9. 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

10. 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

11. How do we book a trip?

12. Which are the cues able to
attract?
How locals do they represent the place in which they
live?

13. On twitter

14. Using different devices
Source:
http://cdn.ninjamarketing.it/wp-content/
uploads/2014/01/Mophi
e_-Day-in-the-Life-of-a-Data-
Traveller.png?98b06d

15. 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

16. A place as it is seen by tourist
But 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

17. #mydestination140
When the destination becomes the travel...
Source: http://www.ilsole24ore.com/art/tecnologie/2013-11-29/la-meta-diventa-viaggio-130532.shtml?uuid=