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SoMe in tourism business - Axxel Parainen 2.12.2010

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My SoMe presentation to 45 international tourism students in Axxel school, Parainen, Finland. 1,5 hours presentation about how tourism companies can benefit from SoMe, what to do and what not to do. What's the difference between trad. media and social media.

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SoMe in tourism business - Axxel Parainen 2.12.2010

  1. 1. Social Media in Tourism Business Petri Hollmén CEO, MBA Lyyti Oy [email_address] / 040 173 7777 Axxel 2.12.2010 Parainen
  2. 2. Today: <ul><li>Me </li></ul><ul><li>SoMe </li></ul><ul><li>Customers in SoMe </li></ul><ul><li>You / your tourism business in SoMe? </li></ul><ul><li>Oh behave! In SoMe </li></ul><ul><li>Discussion (hopefully…) </li></ul>
  3. 3. Speaker’s background? <ul><li>10 + years in tourism business (last position: CEO of s/s Ukkopekka and Rymättylän Herrankukkaro) </li></ul><ul><li>MBA from Turku School of Economics </li></ul><ul><li>Personal interest in e-business since 2004 </li></ul><ul><li>Personal blog www.perjantaikokki.fi since 2005 </li></ul><ul><li>At most over 100 000 monthly readers </li></ul><ul><li>” Best food blog of the month – July 2009” </li></ul><ul><li>Entrepreneur, Lyyti Oy, (never published a single print add) </li></ul><ul><li>Facebook, blogs, email-marketing, viral etc… </li></ul><ul><li>3 kids and a beautifull wife  </li></ul>
  4. 4. What’s in common? Frying pan, Villa in Tuscany, B2B-software, backpacker in Australia
  5. 5. SoMe
  6. 6. = Company = Client / prospepct Traditional Media = Message ” The thin line…” €
  7. 7. LIFE IN SOCIAL MEDIA = Company = Client / prospepct = Message Blogs Pages Pics Videos
  8. 8. SO WHAT? WHAT’S NEW? <ul><li>Local vs. Global (language restrictions, though…) </li></ul><ul><li>Real time – on line - everywhere </li></ul><ul><li>Size of the target group </li></ul><ul><li>Concept of authority? </li></ul><ul><li>It is SOCIAL -> it is communication, not just delivering A message or THE message </li></ul>
  9. 9. Extremely important for tourism! Why? <ul><li>Immaterial products (services) </li></ul><ul><li>Friend’s opinion affects buying a lot! (Today, who is your friend?) </li></ul><ul><li>After consumption, you’ve got a lot to share. (Cell phone vs. Cool trip to Koh Samui) </li></ul><ul><li>STORY!! </li></ul>
  10. 10. What do we do or did? <ul><li>Blogging (shaping the opinions, giving background information. Making the intangible service more tangible) </li></ul><ul><li>FB fan pages (making the product your friend) </li></ul><ul><li>LinkedInn -> important for sales people. CHECK WITH WHOM ARE YOU DEALING WITH! </li></ul><ul><li>Viral marketing -> Spread the word -> make your friends speak for you! </li></ul>
  11. 11. BIG QUESTION: can you choose not to be in the social media?
  12. 12. Why is it so hard for traditional companies?
  13. 13. BECAUSE… Marketing Department Sales Department Customer Service Department R&D CUSTOMERS SOCIAL MEDIA
  14. 14. EXAMPLE # 1 CS in SoMe
  15. 15. EXAMPLE # 2 R&D in SoMe
  16. 16. EXAMPLE # 3 HELP!
  17. 17. EXAMPLES OF TOURISM RELATED SOME-SERVICES
  18. 18. <ul><li>Tripadvisor - www.tripadvisor.com </li></ul><ul><li>Tripit - www.tripit.com </li></ul><ul><li>Couchsurfing - www.couchsurfing.org </li></ul><ul><li>Pallontallaajat - www.pallontallaajat.net </li></ul><ul><li>WAYN - www.wayn.com </li></ul><ul><li>www.booking.com </li></ul><ul><li>www.vacationist.com </li></ul><ul><li>Etc. Etc… </li></ul>
  19. 19. So, my customers are there. What should I do and how to benefit?
  20. 20. 1. Be real
  21. 21. Meaning? <ul><li>SoMessa you’ll get caught if you play a role </li></ul><ul><li>Reality has to match with your SoMe-presence </li></ul><ul><li>If contrary -> your business is in trouble </li></ul><ul><li>On the other hand: truth, and even admitting the errors, is valued </li></ul>
  22. 22. 2. Listen
  23. 23. Meaning? <ul><li>As seen before, SoMe offers great medium to listen! To collect feedback, get R&D ideas etc. </li></ul><ul><li>By listening and wathcing, you learn the name of the game </li></ul><ul><li>You’ve got two ears and only one mouth. For a reason – also in SoMe… </li></ul>
  24. 24. 3. Be available
  25. 25. Meaning? <ul><li>Beeing there with ”norepy@email.com” –attitude is THE wrong way </li></ul><ul><li>24/7 presence is not needed – idea is to create, follow and participate </li></ul><ul><li>You have to be available in SoMe also for one to one-discussions </li></ul>
  26. 26. 4. Dump the projects
  27. 27. Meaning? <ul><li>” Hello! My name is Petri Hollmén and I just moved into the neighborhood. I’ve started now a 3-month project about communication and solialicing with you and after that I’ll evaluate the results and decide if I wish to continue…” </li></ul><ul><li>Not a great idea to earn long term relationships (i.e. ”fans”) </li></ul><ul><li>You are already in SoMe since your customers are. At he moment you activate there, you change the way you behave. You don’t start a project. </li></ul>
  28. 28. 5. Be valuable
  29. 29. Meaning? <ul><li>Give more than expected – create or deliver valued information </li></ul><ul><li>Don’t waste your keyboard to nonsense. Less is maybe more! </li></ul><ul><li>Help your customers with their problems. It always works! </li></ul><ul><li>Remember the power of a good story! </li></ul>
  30. 30. Compare: <ul><li>INFORMATION and FACT </li></ul><ul><li>Lyyti is a web-based service, which was born to face the clients needs in organizing events, creating value to events and helping with communication. </li></ul><ul><li>Further information and feature list at: www.lyyti.fi </li></ul><ul><li>STORY </li></ul><ul><li>Lyyti was born, when in december 2006 I received over 2000 registration mails to my inbox in ONE DAY! I spent two weeks copy-pasteing info to an Excel sheet. It destroyed my nerves and a lot of money. </li></ul><ul><li>Then we created a service to do that. It really rocks! </li></ul><ul><li>Please, have a look!: www.lyyti.fi </li></ul>
  31. 31. 6. Find, and you’ll be found (participate)
  32. 32. Meaning? <ul><li>If you are active in SoMe, then follow also others in your field </li></ul><ul><li>Participate with your name and profile. You are seen and found </li></ul><ul><li>If you concentrate only to your self, you are very lucky if somebody gets interested! </li></ul><ul><li>Don’t put your nose into everything. Be discrete. But you may also disagree. </li></ul>
  33. 33. 7. Link your self
  34. 34. Meaning? <ul><li>Link you channels together </li></ul><ul><li>Choose one channel where you want to be the best </li></ul><ul><li>Then link it technically to other forums and channels </li></ul><ul><li>If you are a blogger, connect it with LinkedInn, Facebook, Twitter etc. Then you reach much bigger audience </li></ul>
  35. 35. 8. Start small
  36. 36. Meaning? <ul><li>” John from the add agency hi! Shall we make the Pepsi campaign to your company as well?” </li></ul><ul><li>Not going to work! SoMe is a process of learning </li></ul><ul><li>Choose on channel and method and be good at it. You will, eventually, create ”the snow ball effect” </li></ul>
  37. 37. 9. Forget the layout
  38. 38. Meaning? <ul><li>Nice and beautifull layout mean (almost) nothing </li></ul><ul><li>Text is much more important (story, conversations etc.) </li></ul><ul><li>You do not have to be a professional writer (unless your customers are…). Just speak the same language as your target group </li></ul>
  39. 39. 10. insource, don’t outsource
  40. 40. Meaning? <ul><li>Would you let your add agency to handle your customer service, R&D and sales ? </li></ul><ul><li>Use pros to help you, but they can’t speak on your behalf or pretend to be you </li></ul><ul><li>SoMe is about communication. For you, it can be done only by you. </li></ul>
  41. 41. So… what’s in common?
  42. 42. <ul><li>Linkedin </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook.com /petrihollmen </li></ul><ul><li>/perjantaikokki </li></ul><ul><ul><li>/lyytipalvelu </li></ul></ul><ul><li>[email_address] </li></ul><ul><li>040 173 7777 </li></ul>KIITOS / TACK / THANK YOU!

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