SoMe Soomaa slides Finland Abo 2010

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SoMe Soomaa slides Finland Abo 2010

Web Marketing and Social Media

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SoMe Soomaa slides Finland Abo 2010

  1. 1. Web Marketing and Social Media Pargas, Turku, Finland Abolands Holkhögskola 02.12.2010 Aivar Ruukel
  2. 2. Practical examples from: www.soomaa.com A private nature tourism business since 1995
  3. 3. ... and www.european-ecotourism.com
  4. 4. Tools,Tips,Sources,Ideas !Why areYOUheretoday?
  5. 5. 2009 - 2011Master studies at EstonianUniversity of Life SciencesTheme:„How foreign visitors to EstonianNational Parks use Internet for• planning their trip• during their trip• after their trip“
  6. 6. Where is Soomaa?
  7. 7. Soomaa – Land of Peat-Bogs
  8. 8. Land of Five Seasons
  9. 9. ...canoeing trips in the woods
  10. 10. Living Dugout-Canoe Heritage
  11. 11. Home for bigcarnivores
  12. 12. Beaver Safari
  13. 13. Soomaa is RAMSAR andImportand Bird Area
  14. 14. Nominated for UNESCO World Heritage list
  15. 15. Soomaa -Capital ofEstonianWilderness
  16. 16. Kick-spark trips on frozen rivers
  17. 17. What is social media?
  18. 18. “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 K u s h ik , 2 0 0 9 a
  19. 19. Using Web 2.0 tools• Networking in Groups• Publishing Your Content• Collaborative Content Creation• Conversation Marketing Online
  20. 20. What is in your toolbox?
  21. 21. ? ●Blog ●Feed Reader ●Facebook ●Twitter ●LinkedIn ●Youtube, Vimeo ... ●Flickr , Picasa... ●Slideshare ●Google Maps ●Delicious, Digg, StumbleUpon ●Foursquare, Gowalla ●...
  22. 22. http://www.slideshare.net/HubSpot/inbound-marketing-the-next-phase-of-the-web-presentation
  23. 23. Already in 1999http://www.sethgodin.com/permission/
  24. 24. Do NOT Sell!People do not want to be sold to...
  25. 25. ... but they still like to buy
  26. 26. How to make them buy, not selling?
  27. 27. Talk with them
  28. 28. Conversation marketingAlreadyin 1999 http://www.cluetrain.com/
  29. 29. All markets are conversationsMarketing is not advertising
  30. 30. Tell the stories...
  31. 31. … by using photos
  32. 32. - Upload photos - Titles - Descriptions - Linking - Tags - Albums (Sets) - Collections - Embed to your website - Joining Groups - Creating Groups - Commeting and building relationshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  33. 33. Sharing Travel Photos and Emotions Flickr Group - Ecotourism Estonia
  34. 34. PAN Parks Group
  35. 35. Integrate Flickrwith your Website
  36. 36. Pictures taken by Your Customers
  37. 37. Social Media =Everymans Media
  38. 38. Sharing Videos and ExperiencesYoutube Group - Ecotourism Estonia
  39. 39. Create valuable content for you customersVaatame: http://www.youtube.com/watch?v=n_oAs_lq37U
  40. 40. ...integrate with many partners
  41. 41. Social(every man)mediaand traditionalmediahttp://www.parnupostimees.ee/?id=242611
  42. 42. We all are experts in something...
  43. 43. Video is very appealing Youtube is No 2 search enginehttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  44. 44. WOM - viirusturundusVaatame: http://www.youtube.com/watch?v=QhUDjArSDf4
  45. 45. Why blogging?
  46. 46. Contentis King
  47. 47. http://www.longtail.com/
  48. 48. Conversation starts with listening
  49. 49. Google Alerts
  50. 50. What to listen?• Search words (key words) – What is typing YOUR ideal client into Google??• Your name• Your business name• Brand(s)• Competition• more?
  51. 51. My favourite - Tweetdeck
  52. 52. Grow bigger ears !
  53. 53. http://www.google.com/reader/
  54. 54. http://www.icerocket.com/
  55. 55. byChrisBrogan
  56. 56. Home base and outposts
  57. 57. Examplewww.european-ecotourism.com
  58. 58. Social Media helps to promote your website...
  59. 59. ... and generate leads Modern Sales Funnelhttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  60. 60. 500 000 000 people worlwide285 000 in Estonia
  61. 61. How to start1 sign up2 find friends3 start page4 share news...and photos5 create events6 start conversations7 be part of others conversationsand share ideas8 engage co-workers...and customers9 monitor changes
  62. 62. Facebook Insights
  63. 63. How to Engageyour Audience?
  64. 64. SomethingremarkableOrganize aCompetition or Poll
  65. 65. Share valuableinformation More ideas?
  66. 66. Facebook as Sales Channel● Case of WorldNomads● Sales through Facebook reached within short period 25%- of sales through Google● 38 500 Facebook Fans Kuidas?
  67. 67. 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.“„Have we invested in Facebook to build ourcommunity? yes we have, but whilst it continues toenable us to build more of an emotional connection,allows us to better understand the needs anddesires of our travel community, then it will continueto be an investment well made.“
  68. 68. http://www.feld.com/wp/archives/2010/05/the-power-of-why.html
  69. 69. Integrate Facebook fan Page with your website
  70. 70. Integrate all relevantsocial media channels with your website
  71. 71. Future Web is like quilted blanketIt is not only about your web-site,be there where your customers are !
  72. 72. Collaborative Content Creation
  73. 73. Google MapsCo-creating Travel Maps
  74. 74. GoogleMaps
  75. 75. Embed GoogleMaps to your blog
  76. 76. Co-Creating a Google Calendarhttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  77. 77. Embed to Different Websiteshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  78. 78. Co-ordinating Events and Tourshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  79. 79. Social Bookmarking
  80. 80. ResearchingSharing Content - own and others Networking
  81. 81. More Networkingand making connections...
  82. 82. Twitter – Targeted Conversations Online
  83. 83. Talk with Your Customershttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  84. 84. Travel 2.0
  85. 85. Travel Forums – Read and Answerhttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  86. 86. Creating Pages and Adding Pictureshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  87. 87. TripAdvisori „widgets“ to your websitehttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  88. 88. Wikis – co-writing Travel Guideshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  89. 89. planeta.com – first ecotourism website in the world
  90. 90. http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  91. 91. http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  92. 92. Social Travel Guides – Tripwolf.com
  93. 93. Localyte.com
  94. 94. REAL Social Networks
  95. 95. Networks
  96. 96. 2011 – joining new relevant networks
  97. 97. 2011 – Co-creating aSocial Newsletter„WildEstoniaWeekly“
  98. 98. Choise of E-mail Programme
  99. 99. Choise of E-mail Programme
  100. 100. E-newsletter + social media
  101. 101. e-newsletter + facebook
  102. 102. e-uudiskiri + facebook + flickr
  103. 103. e-uudiskiri + facebook + twitter + flickr
  104. 104. 2011Empower Customers to Share their Experiences
  105. 105. Case: Western RiverExpeditions
  106. 106. Most post on FB Wall not by company but CustomersAs a 45-year-old womanon the trip put it, "You canread testimonials all daylong on someoneswebsite, but that seemssugar coated to me.Facebook is loaded withreal people saying realthings and interacting witheach other. Thisimpressed me the most."
  107. 107. 2011 – Mobile – Location Based
  108. 108. Thank You for Attention. Aivar Ruukel info@soomaa.ee Skype sookoll

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