16th European Spas CongressHow can ESPA contribute         João Pinto Barbosa         Marketing Manager        Belek (TR),...
How can ESPA contribute1. Printed Materials2. PR Activities3. Internal Marketing4. Internet5. Social Media Marketing
1. Printed Materials
2. PR & Events     Meetings of ESPA with leading tour operators, specialized in SPA and Medical SPA     tourism, such as w...
2. PR & Events     Presentation and promotion of the Europea SPA concept, the European Spa     Destinations and the ESPA P...
3. Internal Marketing      Reports on the ESPA activities;      Actions related to expert support for the EU member countr...
4. Internet  •   New domain and website address – www.europeanspas.eu
4. Internet      Destinations Area and a Indications Area with the list of spa destinations and a list of      the main sp...
ONLINE IN JULY 2011                      4. Internet
5. Social Media
5. Social Media    LIST OF COUNTRIES ON FACEBOOK by SocialMouths (May 2011)
5. Social MediaWorldwide Facebook Users                           685.427.540 (Updated on 25:05:2011 at 15h19)
5. Social Media
5. Social Media                  58% OF CONSUMERS BEGIN                  THE DAY WITH EMAIL,                  11% WITH FAC...
5. Social Media  SMARTPHONES e SOCIAL MEDIA  “The most-used app across nearly all smartphone operating systems also falls ...
5. Social Media                  http://www.youtube.com/watch?v=omSKo1OW6CU
5. Social Media        “With Social Media, consumer is boss, which is        fascinatingly frightening, scary and terryfyi...
5. Social Media
5. Social Media    “While consumers avoid TV ads, don’t click on display ads, avoid banners    and close pop-up ads, they ...
5. Social Media     THERE’S NOTHING NEW ABOUT THE POWER     OF INSPIRATION EXCEPT THE CHANNEL     Inspiring your customers...
5. Social Media        Word-of-Mouth   Word-of-Mouse
5. Social Media
5. Social Media
5. Social Media
5. Social Media      While businesses now have access to these rich channels, the true      promise of social media lies i...
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media
5. Social Media                  to Listen !                  to Learn !                  to Share !                  to j...
5. Social Mediawww.facebook.com/europeanspas
5. Social Media   http://twitter.com/europeanspas
5. Social Media  ESPA SOCIAL MEDIA MARKETING OBJECTIVES:  Connect and engage with current and potential customers  Brand A...
5. Social Media  THE TOOLS:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#1 | Entertain our followers / fans
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#2 | Inform people
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#3 | Educate the consumer with relevant content
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#4 | Engage with stakeholders
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:  #5 | And avoid the urge to oversell (people won’t engag...
5. Social Media
5. Social Media
5. Social Media
5. Social Media                  Return on INVESTMENT                            OR                  Return on AWARENESS ?
5. Social Media     “Among Facebook fans, the top reasons were being a customer (49%) and to show     support (42%), with ...
5. Social Media     Drive Sales through Facebook promotions     Sweepstakes: In-page registration for a sweepstakes makes ...
5. Social Media
5. Social Media     EXEMPLE OF SPAS ADVERTISING CAMPAIGN ON FACEBOOK     This ad targets 2,063,120 users: who live in one ...
5. Social Media  RESULTS / METRICS   Reach: The number of individual people who saw this Sponsored Story or ad during the ...
5. Social Media                  Return on INVESTMENT                            OR                  Return on AWARENESS ?
5. Social Media  • What are you waiting for ?
www.facebook.com/europeanspas                                   THANK YOU !                                TESEKKÜR EDERIM...
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European Spas Marketing Report 2011

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Lecture presented on the 16th European Spas Association Congress in Belek (Turkey), the 26th May 2011.

Subject: European Spas Marketing Report 2011 and Social Media Marketing Strategy.
Author: Joao Pinto Barbosa (P), CMO of the European Spas Association

Published in: Business
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European Spas Marketing Report 2011

  1. 1. 16th European Spas CongressHow can ESPA contribute João Pinto Barbosa Marketing Manager Belek (TR), 26.05.2011
  2. 2. How can ESPA contribute1. Printed Materials2. PR Activities3. Internal Marketing4. Internet5. Social Media Marketing
  3. 3. 1. Printed Materials
  4. 4. 2. PR & Events Meetings of ESPA with leading tour operators, specialized in SPA and Medical SPA tourism, such as with FIT Reisen; Presence in the relevant Trade Fairs or the Spa Business around Europe Termatalia (E), Anfas Hetex (TR), Forum for Balneary Tourism (R), with whom ESPA has agreements; Contacts with the Press, especially during ITB (Health and Wellness Media Days) Reports with news about the SPA destinations in country members, new developments, new services, improved quality, new EUROPESPA certifications, etc…distributed to the members and stakeholders;
  5. 5. 2. PR & Events Presentation and promotion of the Europea SPA concept, the European Spa Destinations and the ESPA Projects like the ESPA Academy, Europespa etc… E-Newsletter (every two months) distributed via email, website and social media ESPA Report distributed by hand, email, website Press Releases | Journalists Network Closer cooperation leading specialized Tour Operators, Health Insurance Companies, ISMH, EU leading representatives, WHO, WTO, TO’s from different countries, European Travel Commission, EKTA (European Association of Tour Operators) TED Conferences ? Etc .
  6. 6. 3. Internal Marketing Reports on the ESPA activities; Actions related to expert support for the EU member countries; News and publications about the market and about opportunities for the Spa industry; Informations and documents related to EU Programmes and policies;
  7. 7. 4. Internet • New domain and website address – www.europeanspas.eu
  8. 8. 4. Internet Destinations Area and a Indications Area with the list of spa destinations and a list of the main spa indications, by country, with the name, direct website link and a search query destinations and a search query for indications. Members Area, an intranet assessed by password. A Special Offers area with paid content for those spas interested to advertise promotions or last minute offers. A Sponsors Area. E-Newsletter area (4 or 6 issues per year) distributed only to those who provide their name and email address. This E-Newsletter, distributed by email to the ESPA Members, to the subscribers, and to the Facebook fans, will have the following content: 4/5 main news and/or special offers attractive to the public. Full integration with the Facebook and Twitter pages. Languages: All the content provided in English and German languages
  9. 9. ONLINE IN JULY 2011 4. Internet
  10. 10. 5. Social Media
  11. 11. 5. Social Media LIST OF COUNTRIES ON FACEBOOK by SocialMouths (May 2011)
  12. 12. 5. Social MediaWorldwide Facebook Users 685.427.540 (Updated on 25:05:2011 at 15h19)
  13. 13. 5. Social Media
  14. 14. 5. Social Media 58% OF CONSUMERS BEGIN THE DAY WITH EMAIL, 11% WITH FACEBOOK Source: Exact Target
  15. 15. 5. Social Media SMARTPHONES e SOCIAL MEDIA “The most-used app across nearly all smartphone operating systems also falls into the social networking category. The top social Website, Facebook, is entrenched as the most widely used app by owners of BlackBerrys, iPhones and other smartphones like Windows Mobile. Only users of Google’s Android operating system are more likely to use Google Maps than Facebook”.
  16. 16. 5. Social Media http://www.youtube.com/watch?v=omSKo1OW6CU
  17. 17. 5. Social Media “With Social Media, consumer is boss, which is fascinatingly frightening, scary and terryfying because everything we used to do, everything we used to know, will no longer work” Saatchi& Saatchi The 2010 Outlook, stressed that Facebook, with its now 600 million users, has become “the premier destination for marketers in the US and many worldwide markets”. E-Marketer 2010
  18. 18. 5. Social Media
  19. 19. 5. Social Media “While consumers avoid TV ads, don’t click on display ads, avoid banners and close pop-up ads, they follow personal recommendations from family, friends and peers”. E-Marketer 2010 PERMISSION IS THE KEY TO OPEN THE MIND OF THE CONSUMER !
  20. 20. 5. Social Media THERE’S NOTHING NEW ABOUT THE POWER OF INSPIRATION EXCEPT THE CHANNEL Inspiring your customers to share their stories is nothing new or unique to social media. In fact, this idea has always been a key component of word-of- mouth marketing. Social media just allows those stories to spread faster and further than ever before.
  21. 21. 5. Social Media Word-of-Mouth Word-of-Mouse
  22. 22. 5. Social Media
  23. 23. 5. Social Media
  24. 24. 5. Social Media
  25. 25. 5. Social Media While businesses now have access to these rich channels, the true promise of social media lies in the direct connections between people who represent companies, brands, associations or causes and the people who define markets of interest. It’s a simple investment in either visibility or presence. In social media, just like in the real world, presence is felt.
  26. 26. 5. Social Media
  27. 27. 5. Social Media
  28. 28. 5. Social Media
  29. 29. 5. Social Media
  30. 30. 5. Social Media
  31. 31. 5. Social Media
  32. 32. 5. Social Media
  33. 33. 5. Social Media
  34. 34. 5. Social Media
  35. 35. 5. Social Media
  36. 36. 5. Social Media
  37. 37. 5. Social Media
  38. 38. 5. Social Media
  39. 39. 5. Social Media
  40. 40. 5. Social Media
  41. 41. 5. Social Media to Listen ! to Learn ! to Share ! to join the Conversation ! To ENGAGE !
  42. 42. 5. Social Mediawww.facebook.com/europeanspas
  43. 43. 5. Social Media http://twitter.com/europeanspas
  44. 44. 5. Social Media ESPA SOCIAL MEDIA MARKETING OBJECTIVES: Connect and engage with current and potential customers Brand Awareness Create a community around the European Spa Business Promote the European Spa philosophy, to Educate and Entertain Provide relevant content to the community (like Events, ESPA Academy, Project Obesity in Children and other projects, News, Lectures, Newsletter and so on) Market research (Learning Customer Preferences) Generating traffic to the new www.europeanspas.eu website Improving the ESPA’s Public Relations strategy towards the stakeholders
  45. 45. 5. Social Media THE TOOLS:
  46. 46. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#1 | Entertain our followers / fans
  47. 47. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  48. 48. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  49. 49. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  50. 50. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#2 | Inform people
  51. 51. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  52. 52. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  53. 53. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  54. 54. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  55. 55. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#3 | Educate the consumer with relevant content
  56. 56. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  57. 57. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  58. 58. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  59. 59. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  60. 60. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#4 | Engage with stakeholders
  61. 61. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  62. 62. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  63. 63. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  64. 64. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  65. 65. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE: #5 | And avoid the urge to oversell (people won’t engage with our page unless they really like the product and we’re providing the user with some value – entertainment, utility, or personal identification with our brand / concept / association...
  66. 66. 5. Social Media
  67. 67. 5. Social Media
  68. 68. 5. Social Media
  69. 69. 5. Social Media Return on INVESTMENT OR Return on AWARENESS ?
  70. 70. 5. Social Media “Among Facebook fans, the top reasons were being a customer (49%) and to show support (42%), with discounts and promotions coming in third (40%) (…) “Another 34% simply said it was fun and entertaining to become a fan” (…) On Twitter, being a customer won out (51%), with discounts (44%) and fun (42%) rounding out the top three”. Source: eMarketer
  71. 71. 5. Social Media Drive Sales through Facebook promotions Sweepstakes: In-page registration for a sweepstakes makes it easier for users to participate and recommend entry to their Facebook friends Couponing: Rewards users for taking actions like answering a survey, uploading media or sending a gift Mailing List: Enables users to opt-in to receive your marketing offers directly from your Facebook Page Custom Gifting: Lets users send branded, virtual gifts directly from their Facebook Pages Etc…
  72. 72. 5. Social Media
  73. 73. 5. Social Media EXEMPLE OF SPAS ADVERTISING CAMPAIGN ON FACEBOOK This ad targets 2,063,120 users: who live in one of the countries: Sweden, Denmark, Finland, Norway between the ages of 20 and 60 inclusive who speak English (UK) or English (US) Period: 18.05.2011 – 25.05.2011
  74. 74. 5. Social Media RESULTS / METRICS Reach: The number of individual people who saw this Sponsored Story or ad during the dates selected. This is different than impressions, which includes people seeing them multiple times. Frequency: The average number of times each person saw your Sponsored Story or ad. Social Reach: People who saw your Sponsored Story or ad with the names of their friends who liked your Page, RSVP to your event, or used your app. If you’re not using Sponsored Stories or advertising a Page, event, or app, you won’t have social reach. Connections: The number of people who liked your Facebook Page, RSVPed to your event, or installed your app within 24 hours of seeing this Sponsored Story or ad. If you’re not promoting a Page, event, or app, you won’t see Connections data. Clicks: The number of clicks your Sponsored Story or ad have received. If you’re promoting a Page, Event, or app, Clicks also include Page likes, event RSVPs, or app installs directly from the Sponsored Story or ad. CPM: The average cost for 1.000 impressions Impressions: Raw number of times a story has been seen on the wall or ni the news feed of our fans
  75. 75. 5. Social Media Return on INVESTMENT OR Return on AWARENESS ?
  76. 76. 5. Social Media • What are you waiting for ?
  77. 77. www.facebook.com/europeanspas THANK YOU ! TESEKKÜR EDERIM ! JOÃO PINTO BARBOSA marketing@espa-ehv.eu
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