A case study from Lapland - The North of Finland

1. Valkoinen
logo
mustalla
pohjalla
+
EU-­‐logot
mukaan

3. 3
The world’s happiest online
community – Only In Lapland
#SoMeT14EU 10th April 2014
Hanna-Mari “Pyry” Talvensaari @PyryHm

4. Agenda
• Introduction of the Lapland – The North of Finland –project
• Our mission
• Results
• FB Case: OnlyInLapland
• Conclusion

5. Lapland – The North of Finland
• The unique joint marketing project aims to attract foreign
tourists to Lapland.
• Aims to increase awareness and attractiveness of Lapland
and Northern Finland particularly in the Netherlands, UK,
Germany and Russia.
• Co-operation with Finnish Tourist Board / VisitFinland
and Finavia Lapland Airports -concept
• Co-operation with tourism resorts, companies
and tour operators, airlines

6. Lapland – The North of Finland
• The budget for the period 2011-2015 is
EUR 7,07 million.
• The project is funded by the European Regional
Development Fund, the Regional Council of Lapland
and the Council of Oulu Region, the municipalities
in Lapland and Koillismaa and the Finnish Tourist
Board (Visit Finland).

7. 7
14 characteristic
regions.
Showcasesta kartta sivulta 45,
otsikoksi
14 characteristic
regions

8. Objectives and measurement
• Building positive image in the core target audience
• Increasing consideration in the core target audience
• Branding Lapland to Finland in particular in
the core target audience

9. 9
Marketing strategy in a nutshell

11. We have made choices
• Challenger brand
• Target group: Modern Humanists,
15 % of the global tourist market
• Bold and insightful marketing
• Focus on digital channels and innovative solutions
• Effective use of own channels and always on content
• (Facebook, You tube, Vimeo, Instagram, Pinterest,
Twitter, OIL.com)
• Optimized media buying by focusing on key markets
and target groups
• Active PR and communication i
• All activities measured for effectiveness
and optimized accordingly
• Most important: CONTENT AND STORYBUILDING

12. Thinking behind the concept
What?
The
big
idea
that
pushes
the
key
message
defined
in
the
brand
strategy
and
guides
all
ac=ons.
For whom?
We
are
targe=ng
experienced
travellers
who
are
ready
for
new
experiences.
Of
all
des=na=ons,
Lapland
has
the
power
to
differen=ate.
We
are
aiming
for
uniqueness.
How to win?
We
are
not
stylish
Swedes,
but
we’re
weirder
than
Norwegians.
This
is
one
of
the
last
wilderness
in
Europe,
but
with
func=oning
infrastructure.
We
are
the
land
of
contrasts
and
genuine
experiences.

13. 1
3

15. 15

16. Facebook case
Only In Lapland – The North of Finland
16

17. Launching Facebook in 2012
Key Goals:
• Build an active community
• Engage constantly
• Have people to spread our message
• Arouse interest towards Finnish Lapland
• Have people travel to Finnish Lapland without
telling them to

19. 5 things we are doing
to achieve our goals
• Following the created strategy for Social Media
• Having creative concepts for the content
• Frequently posting no ordinary content
• Actively managing the community
• Continuously measuring, analyzing
and optimizing

20. There is nothing ordinary
about our Facebook page.

21. This is what we do everyday

22. 20k likes
2000 shares
Only positive feedback
545k people reached, which equals
to 10% of Finland’s population

24. October 2013
We had engagement rate of 83,53%.
That is more than Barack Obama,
Coca-Cola and Angry Birds have

25. March 2014
Our Average likes per post was 3537
That is more than Visit Norway has
with 610k fans.

26. This is what we do every year
2013

27. This is what we do every year
2013

29. August-December 2013

30. What makes the happiest
community in the World?

31. What makes the happiest
community in the World?
When people respond happily
Protip: Reward them by responding personally

32. What makes the happiest
community in the World?
When it is hard to find any negative feedback

33. What makes the happiest
community in the World?
When community likes your content
255,950 likes in 2013

34. What makes the happiest
community in the World?
When community shares your content
31,688 shares in 2013

35. What makes the happiest
community in the World?
When community shares your content

36. What makes the happiest
community in the World?
When community comments on your content
14,174 comments in 2013

37. What makes the happiest
community in the World?
When community comments on your content

38. Extend the happiness
Like, share and comment
them back

39. Facebook.com/OnlyInLapland
NEW:
@OnlyInLapland
In co-operation with
Dingle
A leading social media agency in Finland

40. 40
In content we trust!

42. www.OnlyInLapland.com
Follow OnlyInLapland