some soomaa slides finland abo 2010

Web Marketing and Social Media

Pargas, Turku, Finland Abolands Holkhögskola

02.12.2010

Aivar Ruukel

Practical examples from:

www.soomaa.comA private nature tourism business since 1995

... and www.european-ecotourism.com

Tools, Tips, Sources,Ideas !

Why areYOUhere today?

2009 - 2011 Master studies at EstonianUniversity of Life Sciences

Theme:„How foreign visitors to EstonianNational Parks use Internet for• planning their trip• during their trip• after their trip“

Where is Soomaa?

Soomaa – Land of Peat-BogsSoomaa – Land of Peat-Bogs

Land of Five SeasonsLand of Five Seasons

...canoeing trips in the woods...canoeing trips in the woods

Living Dugout-Canoe HeritageLiving Dugout-Canoe Heritage

Home for big carnivores

Beaver SafariBeaver Safari

Soomaa is RAMSAR and Soomaa is RAMSAR and Importand Bird AreaImportand Bird Area

Nominated for UNESCOWorld Heritage list

Soomaa -Capital of Estonian Wilderness

Kick-spark trips on frozen rivers

What is social media?

“S o c ia l m e d ia is lik e te e n s e x . E v e ry o n e w a n ts to d o it. N o o n e a c tu a lly k n o w s h o w . W h e n fin a lly d o n e , th e re is

s u rp ris e it’s n o t b e tte r.”

Av in a s h Ka u s h ik , 2 0 0 9

Using Web 2.0 tools

• Networking in Groups• Publishing Your Content• Collaborative Content Creation• Conversation Marketing Online

What is in your toolbox?

? ●Blog●Feed Reader●Facebook●Twitter●LinkedIn●Youtube, Vimeo ...●Flickr , Picasa...●Slideshare●Google Maps●Delicious, Digg, StumbleUpon●Foursquare, Gowalla●...

http://www.slideshare.net/HubSpot/inbound-marketing-the-next-phase-of-the-web-presentation

Already in 1999

http://www.sethgodin.com/permission/

Do NOT Sell!

People do not want to be sold to...

... but they still like to buy

How to make them buy, not selling?

Talk with them

Conversation marketing

http://www.cluetrain.com/

Already in 1999

All markets are conversations

Marketing is not advertising

Tell the stories...

… by using photos

- Upload photos- Titles- Descriptions- Linking- Tags- Albums (Sets)- Collections- Embed to your website - Joining Groups- Creating Groups- Commeting and building relationshttp://ladu.htk.tlu.ee/priit/flickr_youtube/flickr1/ http://ladu.htk.tlu.ee/priit/flickr_youtube/flickr2/

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Sharing Travel Photos and Emotions

Flickr Group - Ecotourism Estonia

PAN Parks Group

Integrate Flickr with your Website

Pictures taken by Your Customers

Social Media =Everymans Media

Sharing Videos and Experiences

Youtube Group - Ecotourism Estonia

Create valuable content for you customers

Vaatame: http://www.youtube.com/watch?v=n_oAs_lq37U

...integrate with many partners

Social(every man)media

and traditional media

http://www.parnupostimees.ee/?id=242611

We all are experts in something...

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Video is very appealing

Youtube is No 2 search engine

WOM - viirusturundus

Vaatame: http://www.youtube.com/watch?v=QhUDjArSDf4

Why blogging?

Content is King

http://www.longtail.com/

Conversation starts with listening

Google Alerts

What to listen?

• Search words (key words)– What is typing YOUR ideal client into Google??

• Your name• Your business name• Brand(s)• Competition• more?

My favourite - Tweetdeck

Grow bigger ears !

http://www.google.com/reader/

http://www.icerocket.com/

by Chris Brogan

Home base and outposts

Example www.european-ecotourism.com

Social Media helps to promote

your website...

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Modern Sales Funnel

... and generate leads

500 000 000 people worlwide

285 000 in Estonia

How to start

1 sign up2 find friends3 start page4 share news...and photos5 create events6 start conversations7 be part of others conversations and share ideas8 engage co-workers...and customers9 monitor changes

Facebook Insights

How to Engageyour Audience?

Something remarkable

Organize a Competition

or Poll

Sharevaluable

information

More ideas?

Facebook as Sales Channel● Case of WorldNomads● Sales through Facebook reached within short

period 25%- of sales through Google ● 38 500 Facebook Fans

Kuidas?

„Have we invested in Facebook to build our community? yes we have, but whilst it continues to enable us to build more of an emotional connection, allows us to better understand the needs and desires of our travel community, then it will continue to be an investment well made.“

Chris Noble of WorldNomads:„It’s necessary to build an active community around your brand, being sure to tap in to what makes them tick as a group.“

http://www.feld.com/wp/archives/2010/05/the-power-of-why.html

Integrate Facebook fan Page with your website

Integrate all relevant social media channels

with your website

Future Web is like quilted blanket

It is not only about your web-site,be there where your customers are !

Collaborative Content Creation

Google Maps

Co-creating Travel Maps

GoogleMaps

Embed GoogleMaps to your blog

Co-Creating a Google Calendar

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Embed to Different Websites

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Co-ordinating Events and Tours

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Social Bookmarking

Researching

Sharing Content -own and others

Networking

More Networking

and making connections...

Twitter – Targeted Conversations Online

Talk with Your Customers

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Travel 2.0

Travel Forums – Read and Answer

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Creating Pages and Adding Pictures

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

TripAdvisori „widgets“to your website

Wikis – co-writing Travel Guides

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

planeta.com – first ecotourism website in the world

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

http://slideshare.net/Ruukel http://www.facebook.com/turismiturundus http://twitter.com/Ruukel

Social Travel Guides – Tripwolf.com

Localyte.com

REAL Social Networks

Networks

2011 – joining new relevant networks

2011 – Co-creating a Social Newsletter

„WildEstoniaWeekly“

Choise of E-mail Programme

Choise of E-mail Programme

E-newsletter + social media

e-newsletter + facebook

e-uudiskiri + facebook + flickr

e-uudiskiri + facebook + twitter + flickr

2011

Empower Customers to Share

their Experiences

Case: Western

River Expeditions

As a 45-year-old woman on the trip put it, "You can read 'testimonials' all day long on someone's website, but that seems sugar coated to me. Facebook is loaded with real people saying real things and interacting with each other. This impressed me the most."

Most post on FB Wall not by company but Customers

2011 – Mobile – Location Based

Thank You for Attention.

Aivar Ruukelinfo@soomaa.eeSkype sookoll