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SoMe Soomaa slides Finland Abo 2010

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SoMe Soomaa slides Finland Abo 2010 …

SoMe Soomaa slides Finland Abo 2010

Web Marketing and Social Media

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  • 1. Web Marketing and Social Media Pargas, Turku, Finland Abolands Holkhögskola 02.12.2010 Aivar Ruukel
  • 2. Practical examples from: www.soomaa.com A private nature tourism business since 1995
  • 3. ... and www.european-ecotourism.com
  • 4. Tools,Tips,Sources,Ideas !Why areYOUheretoday?
  • 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. Where is Soomaa?
  • 7. Soomaa – Land of Peat-Bogs
  • 8. Land of Five Seasons
  • 9. ...canoeing trips in the woods
  • 10. Living Dugout-Canoe Heritage
  • 11. Home for bigcarnivores
  • 12. Beaver Safari
  • 13. Soomaa is RAMSAR andImportand Bird Area
  • 14. Nominated for UNESCO World Heritage list
  • 15. Soomaa -Capital ofEstonianWilderness
  • 16. Kick-spark trips on frozen rivers
  • 17. What is social media?
  • 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. Using Web 2.0 tools• Networking in Groups• Publishing Your Content• Collaborative Content Creation• Conversation Marketing Online
  • 20. What is in your toolbox?
  • 21. ? ●Blog ●Feed Reader ●Facebook ●Twitter ●LinkedIn ●Youtube, Vimeo ... ●Flickr , Picasa... ●Slideshare ●Google Maps ●Delicious, Digg, StumbleUpon ●Foursquare, Gowalla ●...
  • 22. http://www.slideshare.net/HubSpot/inbound-marketing-the-next-phase-of-the-web-presentation
  • 23. Already in 1999http://www.sethgodin.com/permission/
  • 24. Do NOT Sell!People do not want to be sold to...
  • 25. ... but they still like to buy
  • 26. How to make them buy, not selling?
  • 27. Talk with them
  • 28. Conversation marketingAlreadyin 1999 http://www.cluetrain.com/
  • 29. All markets are conversationsMarketing is not advertising
  • 30. Tell the stories...
  • 31. … by using photos
  • 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. Sharing Travel Photos and Emotions Flickr Group - Ecotourism Estonia
  • 34. PAN Parks Group
  • 35. Integrate Flickrwith your Website
  • 36. Pictures taken by Your Customers
  • 37. Social Media =Everymans Media
  • 38. Sharing Videos and ExperiencesYoutube Group - Ecotourism Estonia
  • 39. Create valuable content for you customersVaatame: http://www.youtube.com/watch?v=n_oAs_lq37U
  • 40. ...integrate with many partners
  • 41. Social(every man)mediaand traditionalmediahttp://www.parnupostimees.ee/?id=242611
  • 42. We all are experts in something...
  • 43. Video is very appealing Youtube is No 2 search enginehttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 44. WOM - viirusturundusVaatame: http://www.youtube.com/watch?v=QhUDjArSDf4
  • 45. Why blogging?
  • 46. Contentis King
  • 47. http://www.longtail.com/
  • 48. Conversation starts with listening
  • 49. Google Alerts
  • 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. My favourite - Tweetdeck
  • 52. Grow bigger ears !
  • 53. http://www.google.com/reader/
  • 54. http://www.icerocket.com/
  • 55. byChrisBrogan
  • 56. Home base and outposts
  • 57. Examplewww.european-ecotourism.com
  • 58. Social Media helps to promote your website...
  • 59. ... and generate leads Modern Sales Funnelhttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 60. 500 000 000 people worlwide285 000 in Estonia
  • 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. Facebook Insights
  • 63. How to Engageyour Audience?
  • 64. SomethingremarkableOrganize aCompetition or Poll
  • 65. Share valuableinformation More ideas?
  • 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. 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. http://www.feld.com/wp/archives/2010/05/the-power-of-why.html
  • 69. Integrate Facebook fan Page with your website
  • 70. Integrate all relevantsocial media channels with your website
  • 71. Future Web is like quilted blanketIt is not only about your web-site,be there where your customers are !
  • 72. Collaborative Content Creation
  • 73. Google MapsCo-creating Travel Maps
  • 74. GoogleMaps
  • 75. Embed GoogleMaps to your blog
  • 76. Co-Creating a Google Calendarhttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 77. Embed to Different Websiteshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 78. Co-ordinating Events and Tourshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 79. Social Bookmarking
  • 80. ResearchingSharing Content - own and others Networking
  • 81. More Networkingand making connections...
  • 82. Twitter – Targeted Conversations Online
  • 83. Talk with Your Customershttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 84. Travel 2.0
  • 85. Travel Forums – Read and Answerhttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 86. Creating Pages and Adding Pictureshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 87. TripAdvisori „widgets“ to your websitehttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 88. Wikis – co-writing Travel Guideshttp://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 89. planeta.com – first ecotourism website in the world
  • 90. http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 91. http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel
  • 92. Social Travel Guides – Tripwolf.com
  • 93. Localyte.com
  • 94. REAL Social Networks
  • 95. Networks
  • 96. 2011 – joining new relevant networks
  • 97. 2011 – Co-creating aSocial Newsletter„WildEstoniaWeekly“
  • 98. Choise of E-mail Programme
  • 99. Choise of E-mail Programme
  • 100. E-newsletter + social media
  • 101. e-newsletter + facebook
  • 102. e-uudiskiri + facebook + flickr
  • 103. e-uudiskiri + facebook + twitter + flickr
  • 104. 2011Empower Customers to Share their Experiences
  • 105. Case: Western RiverExpeditions
  • 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. 2011 – Mobile – Location Based
  • 108. Thank You for Attention. Aivar Ruukel info@soomaa.ee Skype sookoll