Social Media Marketing Strategy for VisitPortugal

Marta Kocoń: Social Marketing Strategy, within project: Youth and Women’s Entrepreneurship In Creative Industry
YOUT & WOMEN’S ENTREPRENEURSHIP IN CREATIVE INDUSTRY-
This project aims to promote a job opportunities among the two most
discriminated group on the labor market – youth, and women’s who
represents specific profession of creative industry covering areas:
advertising, film and video, architecture, music, art and antiques
market, performing arts, publishing market, craft software, radio and
television, and fashion design. The paramount idea, is through the
exchange of experiences enhance entrepreneurial and managerial skills.
The project is co-financed by the European Foundation Development of
Educational System within Leonardo da Vinci Program – Life Long
Learning.
When someone thinks of Portugal can see a beautiful coast line, warm sun, feel the
scent of the ocean and breezy air. Can also see the popular football stars, and
president of European Commission. But all of this is just a cliché, imprinted upon ours
mind. Those who never been in Portugal will never know how varied is the culture
and ethnicity of the country. How delicious is the food served in these small cozy
restaurants, how touching is the music played in every street corner. They would
never have the opportunity to feel the strong flavor of bica drunk in the morning
after wild night full of dances to Brazilian music, or contemplation by the river with
Port wine. But this is Portugal, the place on the map, someone’s place on earth. This is
the affirmation of passion, lifestyle and our emotions.
***
And this feeling can give us a travel industry, as long as some destinations
are properly promote and advertised in some country. It is all about being popular,
though the popularity in itself is not a factor which constitute, that some countries
are worth to visit. But certainly, it can help to gain loving audience who’s always
come back.
Personally Portugal for me is a second home, is the best place in Europe, not
only for vacation. Hence this sentiment caused me, that to find an answer to the
question: why only few amount of Polish is choosing Portugal as a holiday
destination? I decided to trace the current trends in the travel industry, as well as
launch research about Polish-Portuguese relationship due to social media
marketing. This research has been prepared on the basis of VisitPortugal social
channels, which is a significant source of information and opinion-forming portal
among the tourist industry.

INDEX:
TRAVEL & TOURISM – Current Estimates and Forecasts .....................4
Tourism Industry in Portugal...............................................................4
Tourism Destination in Polish Market .................................................8
BUZZ MARKETING in Poland................................................................8
The price dissonance:..........................................................................9
The price comparision.......................................................................10
Developement of Polish-Portuguese relationship.............................11
Marketing Strategy Tree….…………………………………………………………….13
Social media In Tourism Industry ......................................................14
FACEBOOK Report ............................................................................15
Acknowledgements………………………………………………………………………..25

Tourism has become a popular global leisure activity. Today is a major source of income
for many countries, and affects the economy of both the source and host countries, in
some cases it is of vital importance.
International tourist arrivals reached 1.035 billion in 2012, up from over 983 million in 2011,
and 940 million in 2010. The latest annual research from World Travel & Tourism Council
produced with research partner, Oxford Economics, shows that found that 2013 was another
successful year for the Travel & Tourism sector off the back of an improving economy.
•The direct contribution of Travel & Tourism to the world economy grew by 3.1% in 2013,
contributing US$2.2 trillion to world gross domestic product (GDP) and 101 million jobs.
•1.4 million additional jobs were generated directly in the sector in 2013, and in total, 4.7
million new jobs were created as a result of tourism activity. The total contribution of Travel
& Tourism to employment grew 1.8% in 2013.
•Travel & Tourism’s contribution equates to 9.5% of total economy GDP, 1 in 11 of the
world’s total jobs, 4.4% of total investment and 5.4% of world exports.
TRAVEL & TOURISM – Current Estimates and Forecasts
Tourism Industry in Portugal
Portugal has emerged as a country with a consistent economic growth and one of the
sources of the prospering of the Gross Domestic Product is the tourism industry which in
recent times has been responsible for adding huge revenues to the economy as a whole.
According to World Travel Tourism Council research the direct contribution of Travel &
Tourism to GDP in 2013 was EUR9,5bn (5,8% of GDP). This forecast to rise by 3,6% to
EUR9,8bn in 2014. The direct contribution of Travel and Tourism to GDP is expected to
grow by 1,7% pa to EUR11,6bn (6,3% of GDP) by 2024. Travel & Tourism generated
325,500 jobs directly in 2012 (7.0% of total employment) and this is forecast to grow by
0.2% in 2013 to 326,000 (7.2% of total employment). This includes employment by
hotels, travel agents, airlines and other passenger transportation service (excluding
commuter services). It also includes, for example, the activities of the restaurant and
leisure industries directly supported by tourists. By 2023, Travel & Tourism will account
for 378,000 jobs directly, an increase of 1.5% pa over the next ten years.

The charts above shows the condition of Portuguese tourism industry, and forecast for the
upcoming years. The estimates are relatively good, which it means that Portuguese Travel &
Tourism will dynamically flow up, and stimulate domestic economy. Besides the statistic, there is
much work to be done. Without an effective publicity among prospective visitors, these numbers
could by change by the factors such as political situation, temporary trends, business climate etc.
Now let’s look at the most frequent visitors and guest in Portugal during
holidays, business and family travel
In this ranking the left-over 40% of visiting countries was EU 25, and among other Poland, but
the amount of Polish visiting Portugal is very few. The most frequent group are students on
exchange

Tourism Destination in Polish Market
BUZZ MARKETING: According to report “Touristic destination online” created on the grounds of
polish web users posts, and most frequent phrase written in social media, we can distinguish
popular travel destination in Poland.
For the tourist market there is a huge competition, and it forces to create measured
communication strategies in order to avoid "The clutter phenomenon", according to
the "Stand out or Die!"
When Polish people are going on abroad holiday, the choice is often driven by these
destinations, which leads in mass strong promotion or by personal
recommendation. Given that the average holiday trip cost 2500-3000PLN per
person, simply we needs to multiply this value by number of tourists visiting a
specific destination, divide the result by the value of marketing expenses and get
pointer ROMI (Return on Marketing Investment ) that for countries such as Egypt
exceeds the value of 250 ( without taking into account the rebates advertising ) .
Thinking of effective promotion, new methods of media planning proves well with
using the convergence model of the POE ( Paid Owned Earned ) so that we minimize
the cost of reaching and increase the efficiency of operations . Gain at the marketing
buzz that spreads in social media causing audience engagement.

Interests In Slovakia can be caused by location between Poland, close neighborhoods is a
big advantage. The popularity of countries like Spain, Greece, Egypt, Tunisia, or Croatia
were always present in Poland, mainly because of the strong position in advertising. Big
surprise may be the last position of the ranking –Cuba, due to long distance is an expensive
option. In the ranking were also mentioned countries such as India, China, RSA, Costa Rica,
Dominican Republic and Maldives.
So what the reason is behind this discrepancy? Most of all, the budget that can be
spent on vacation. People with low-budget choose cheaper, well-tried destination,
while someone with high-budget is choosing exotic faraway voyage. Portugal simply is
in-between.
The price dissonance:
This misrepresentation does not find a place in reflection of reality. We need to just seek
into the living standard and expenses of some countries. Regarding to Numbeo™ portal
I have compiled the ranking, considering indicators dedicated to consumer prices, rent,
restaurant and groceries prices, and also local purchasing power. The methodology of
measurement were constructed on the ground of CPI INDEX: Current Item Price(€), [CPI
=(base year price) * (Current CPI) / (Base Year CPI)]
I took on board Lisbon, as a primary touristic place and two main summer resorts: Faro
and Portimao, then I compared it with the popular touristic destination in Poland.
One of the reason why Polish doesn’t choose Portugal as a place for their holidays can be
high price offered by the local travel agencies. Considering three popular agencies: TUI,
Rainbow Tours and Wakacje.pl (Holiday.pl) for 10 days vacations around July-August
potential customer has to pay the lowest price from 2000 PLN to even 5000 PLN (with a
rates 1EUR – 4,20 PLN) per person. It is incomparable large sum of money, considering
destinations like Greece or Croatia (chart below). Thus there is a strong belief among many
Poles, that Portugal is a high-priced country.

As the results shows, in each cases Portugal is cheaper than other direction. Therefore
it’s not the price should determine the choice of destinations, but the charming locations
and desire of unforgettable memories.

SO WHY NOT ???
WHY SHOULD WE ENHANCE POLISH-PORTUGUESE
RELATIONSHIP BY TOURISM?
This is an important year for
Poland. We’re celebrating
the 25th anniversary of
regaining freedom, and 10
years of accession
membership into the
European Union
Unemployment in our country has
decreased by 1,5 percent and GDP is
still increasing, thus people are willing
to spend their money on travel. Your
service is high-qualified, so satisfied
client will always come back.
Soon we’re celebrating the
World Cup, and Portugal is the
most Brazilian place in the
Europe
Portuguese brands have a
significant impact on
Polish economy. Everyone
loves Biedronka (Jeronimo
Martins), Hebe and
Parfois.
Our culture in fact has a lot in
common. Withal Polish singer
A.M.Jopek has record with star
such as Mariza, Camane, Sara
Tavares. On Polish music stage at
present is popular Joao de Sousa.
The two of most popular places
in Portugal has been prized for
the prestigious title Best
European Destination!!!

WHAT WE HAVE TO DO TO ENHANCE POLISH-
PORTUGUESE RELATIONSHIP?
All we need is a good Digital advertising, and strong Social Media
Marketing Strategy

Strong Marketing Strategy is like e Tree:
* (Property of mainlinemedia)
“DEEP ROOTS: First planting strong deep roots in the form of research, strategy, branding and
content. It is tempting to jump ahead to the design and development phases of the projects, but
like a tree that has a weak root structure, your marketing will not stand without a solid
foundation to support it.
STURDY TRUNK: The roots support a sturdy trunk made up of good web design and
development. Just as a tree grows bigger and thicker over time. The trunk is the core of the tree,
just like a good website should be the core your company’s marketing.
SPRAWLING BRANCHES: The branches of the tree are a perfect symbol for the tremendous
range of opportunities that exist for you to promote and advertise yourself. From Search Engine
Marketing to Social Media Marketing, from Email to Online PR, etc., there is an ever growing

number of categories and subcategories of promotional channels to exploit. But the important
thing to understand is how they should grow out of a common strategy and how they should
feed back into your marketing core, namely your website.
YOUR TREE, YOUR FOREST: A tree thrives by drawing in rain and sunshine, growing bigger and
bigger to take up more space, expanding upward and outward to block out competing vegetation
and ensuring its long life. You have the choice – are you going to plant a might oak or settle for a
struggling bush?”
WHY DO WE NEED SOCIAL MEDIA IN TOURISM INDUSTRY ?
Social media has a huge impact on every
industry across the world, travel is no
exception. The role of social media now
plays a key part in the consumer travel
experience, from how they research and
book their holiday, on-going engagement
while they're travelling to post revives.
The travel and tourism industry depends
heavily on word-of-mouth and the spread
opinions - social networks provide the
perfect platform to do this. Social
networking is one of the most powerful
forces driving travel planning today.
During the holiday, some 50% of travelers
upload comments and photos on social
media outlets using smart phones.
Furthermore, 53% of travelers upload
photos and post comments regarding their
experience on either social media or a
blog.

FACEBOOK analysis,
Report for period May to June 2014*
This overview tab show the keymetrics concering to VisitPortugal Facebook
fanpage within selected time period May 19, 2014 – Jun 04,2014. Numbers in
bigger font shows current values of given metrics, menwhile the numbers in
smaller font show increase/decrease relative to the previous corresponding
period.

Number of fans of Visitportugal increased of 39841 profiles: from 569938 in day May
19, 2014 to 619779 in day Jun 04, 2014 year. Number of fans changed of +6.99%,
increasing in comparison to previous period (May 02, 2014 –May 18, 2014), when it
was +4.26% .
In described period, daily average change of fans' number was +0.41%. The highest
increase of fans took place on Jun 01, 2014, when page Visitportugal was liked by 5753
Facebook users (0.97% increase).

Charts above shows the classification of fans by country, and percentage
distribution. Poland classified on the 10th position with a average number 19,
001 of which is 31% of fans, and still growing.

This Report is a summary of ways of publishing content on a brand's Facebook
page. Important thing to consider when running a page on Facebook is to be in
constant touch with fans. Too frequent publishing or fans spamming, as well as
too rare contact with them are not recommended as they decrease fans'
engagement.
On the chart, number of "I like it" and fans comments are represented by horizontal
lines. The thicker the line is the more activities at given hour were registered.
Brand's posts were mostly added at 11 and 12, while the users' were published
at 12 and 17. In the described period Visitportugal posted on average 3.53 times a
day, included 4.62 times on weekdays and 0 times on holidays.
Average interval between posts publication was 6.3h. Posts were published at
irregular intervals. Brand mostly published images, which represented 48.33% of all
added content by brand. The second important type of content was links, that
represented 33.33% of all added content by brand, multimedia represented 18.33%,
while questions (polls) and text-only statuses weren't added.

The best content
The first table shows the most popular brand’s posts according to the values of Interactivity Index
Interactivity Index:
Graph shows how Interactivity Index changes – collective, weighted rate of all activities
performed within a fanpage. Activities like: liking, commenting, posting or adding multimedia
have a direct effect on Interactivity Index rate. On the mentioned period it amounts 112,159,
users interactivity was 111,40 and brand interactivity amounts 1,019.

Among users, who were engaged in period May 19, 2014 – Jun 04, 2014, 35.14% (7313 people) were
engaged for the first time. It was the same amount as in the previous, comparable period (May 02, 2014-May
18, 2014).
Number of engaged users
Quality of a Facebook page is determined by the fact of how good brand is in engaging
and inspiring interactions with fans. That's why number of engaged users has much
more important meaning than number of fans.
Among 609779 fans in analyzed period were engaged 20811 (3.41% of all fans). Level
of engagement showed a downward trend, decreasing on average of 0.11 of percentage
point per week The largest number of users were engaged on May 22, 2014 Charts
below provide an answer to the question How engagement changes with increase in
number of fans:

The most engaged are usually those Facebook users, who started to be active on Visitportugal
before Sep 29, 2013. On average, every engaged user in this period added comments to contents
on a wall 0.04 times, shared it 0 times and clicked I like it 1.8 times.
Type of users posts, with the highest response among other Facebook users, were images
(average value of Interactivity Index 9.87) and multimedia (7.71). While the the lowest
response had links (4.67) and text-only statuses (2.59).
The most engaged users
The table below, shows the most active users of Visitportugal during period May 19, 2014 –
Jun 04, 2014.
Users' posts and their character
Part of the report, presented below, is dedicated to the schemes of users' engagement,
especially to the question whether they have added any comments on the page.
In days May 19, 2014 – Jun 04, 2014 users of a Visitportugal published on the Facebook
page 268 posts, usually it were images (207) and text-only statuses (32) . Contents
published by users are usually much less commented than posts added by brand. In case of
Visitportugal for one post of a user, there were on average 5.96 likes and 0.17 comments.
Chart, presented below, shows users posts on Visitportugal, taking into consideration their
type.

Avarage People Talking About: 40,636 Maximum PTA: 55,191 Minimum PTA: 30,450
Chart no.1 below shows in time the type of activities. For an activity it is considered clicking
“I like it” adding a comment or adding a post on wall. On the Piechart we can see a social
channels where people talking about VisitPortugal page, and percentage distribution of
popularity rate. Chart no.2 shows change on ‘People Talking About’, represents the number
of people who performed an activity by country.

In time activities on Facebook page
The highest values of Interactivity Index were achieved on May 22, 2014 (20103), May 28,
2014 (12053) and Jun 02, 2014 (8746), while the lowest – May 25, 2014 (476), Jun 01,
2014 (752) and May 24, 2014 (1777) . Within discussed period of time, value of this rate
maintained level , continuing trend showed in previous, comparable period (May 02, 2014 –
May 18, 2014). The high Interactivity on Visitportugal was registered on May 21, 2014 – May
22, 2014 - avarage value of Interactivity Index in that period reached 11,327.6, while the
average for the entire analysed period reached 5,815.18.
Comparision with previous period

Industry: Tourism, “Number of fans” & “People Talking About this”:
Please take a look on industries your fanpages have been assigned up. All presented
metrics, are on relation to average values of all fanpages belonging to the given
industry. The statistic avaliable in pre-defined periods - by default last 30 days. Here
you can see all fanpages belonging to chosen category. They are arranged , from the
biggest to the smallest on, in relation to number of fans. The largest numbers of fans in
the category 100% the number of fans of smaller fanpages is % of the largest one.

Thank you for taking your time to read this.
If you enjoyed my project and would like to launch out
creative cooperation, just give me this opportunity to join
your team for TWO WEEKS:
At the turn of June-July 2014
Remember, I am here to help you. It does not cost you
ANYTHING! Moreover you can gain an innovative ideas.
- I can help you to refine your Facebook fanpage and other social
channels,
- I can create a positive campaign for your new portal (polish
audience oriented)
- I can help you to deal with daily task
- I’ll be your perfect Intern
And don’t forget to sign enclosed document : “Letter of
Intention”
DO NOT HESITATE TO CONTACT ME:
marta.kocon@rocketmail.com
tel. +48 667 219 690
skype nick: martit3006

Social Media Marketing Strategy for VisitPortugal

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