Jh encouters presentation

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Presentation of my research results in Encounters'11 Conference in Porvoo

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Jh encouters presentation

  1. 1. Johanna HeinonenPresentatation in Encounters’11 Conference in Porvoo 13.4.2011
  2. 2. 56 % of all Finns use internet manytimes a day73 % has searched for product/serviceinformation in internet during the past 3months41 % has bought something frominternet during the past 3 months42 % of all Finns are registered in somesocial media28 % follows social media daily59 % has searched fro information of ORbought tourism services during the past3 months32 % has bought some tourism servicein the internet during the last year (Tilastokeskus 2010, NetTrack 2010)
  3. 3. 30 % 26,0 % 21,4 %25 % 17,6 % 16,4 %20 % 12,4 % 12,0 %15 % 8,5 % 8,4 % 8,3 %10 % 3,1 % 5% 0% Blogs Feedback Shopping Offers Information Company Customer
  4. 4. 10 % 15 % 20 % 25 % 30 % 0% 5% 1,1 % Messenger 2,9 % 3,0 % Linkedin 5,0 % 3,3 % Forums 5,2 % 4,0 % Twitter 1,7 %Percentage among companies 4,1 % Blogs 6,5 % 4,3 % Wiki 10,7 % 6,0 % Webshop 9,1 % 7,0 % Youtube 11,6 % 22,4 % Facebook 16,9 %Percentage among customers 28,2 % Homepages 14,4 %
  5. 5. Social media is CONVERSATION ONLINE! (Dutta 2010)* Access for all * Be interesting * * Be active * Be humble * * Be unprofessional * * Be honest * (Kaplan – Haenlein, 2010)
  6. 6. 0% 5% 10 % 15 % 20 % 25 % 30 % 35 % 40 % 45 % 4,1 % Anyone 7,0 % 5,2 % Other 2,2 % 7,5 % CustomersCompany 15,8 % 13,2 % Agency 16,5 %Customer 31,3 % Personnel 28,1 % 38,6 %Entrepreneur 30,4 %
  7. 7. 37 %40 %35 % 30 %30 % 22 % 22 %25 % 18 % 16 %20 % 12 %15 % 10 % 8% 8%10 % 6% 6% 4% 5% 1% 0% A few times Once a day Couple of Once a week Couple of Once a More seldom per day times in a times in a month week month Companies Customers
  8. 8. Companies Customers Difference Atmosphere 4,05 3,60 0,45 Closeness 3,75 3,40 0,35 Stories 3,55 3,25 0,31 Creating image 4,22 3,94 0,28 Increasing loyalty 3,90 3,75 0,16 Easiness to use 4,16 4,11 0,05 Customer service 4,43 4,38 0,05 Action 3,48 3,44 0,04 Realiability 4,27 4,25 0,02 Sharing thoughts 3,64 3,65 -0,01Special features of the customer 3,44 3,51 -0,07 Information of the offers 3,67 3,76 -0,09 Reaction speed 4,28 4,41 -0,13 Waking up the interest 3,92 4,10 -0,18 Personnel’s view 2,67 2,96 -0,29 Management’s view 2,63 2,97 -0,34 Clearness 4,06 4,41 -0,35 Feedback 3,39 3,77 -0,37
  9. 9. Know your target groupKnow when and howthey follow your mediaKnow what your targetgroup thinks (Dutta 2010)Interact actively (Mangold –Faulds 2009)
  10. 10. Are you measuring the impact of social media use47 % Yes No 53 %
  11. 11. 90 % 78,1 %80 %70 %60 %50 % 46,5 %40 %30 % YES20 % YES10 % 0% Companies Customers
  12. 12. Do you know what your followers think of your social media? How often do the customers follow your social media? 65 % Dont know 35 % 48,7 % Weekly 16,3 % Daily 15,6 % Yes NoWhenever something new 13,0 % comes up Monthly 4,0 % Hourly 2,4 % 0% 20 % 40 % 60 %
  13. 13. Companies should know of their customer and their needsCompanies should contiunously and according to the plan follow uptheir social media and their followersCompanies should let customers in to their social media as creatorsof contentCompanies should use various channels and integrate the channels toeach otherSocial media is not just sharing information, it is also gathering andcreating it
  14. 14. THANK YOU!

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