Marketing 101. Erwin Taets Robert Arvidsson. Wednesday, 7 Oct. 2015

Transcription

1 Marketing 101 Erwin Taets Robert Arvidsson Wednesday, 7 Oct. 2015

2 Hi! I m Erwin VIVES leisure management, Belgium marketing and social media research, training and consulting for leisure erwin.taets@vives.be

3 Why social media? is there anything about social media you don t know yet?

4 LET ME PRESENT YOU WITH 5 INSIGHTS

5 INSIGHT 1 SOCIAL MEDIA IS ALL ABOUT TRUST

6 EUROPEAN TRUST INDEX FIRE BRIGADE (96%) 2. DOCTORS (91%) 3. TEACHERS (85%) 4. COMMUNITY LEADERS (78%) 5. POLICE (71%) 6. POSTMEN (69%) 7. ENVIRONMENTAL ORGANISATIONS (63%) 8. JUDGES (58%) 9. PUBLIC SERVANTS (58%) 10. ARMY (57%) 11. CHARITIES (55%) 12. MARKETEERS (51%) 13. UNIONS (49%) 14. LAWYERS (48%) 15. BANKS (44%) 16. JOURNALISTS (37%) 17. CEO S (32%) 18. PRIESTS (17%) 19. POLITICIANS (14%)

7 BUT ACTUALLY THE EUROPEAN TRUST INDEX IS A TOP 20

8 EUROPEAN TRUST INDEX FIRE BRIGADE (96%) 2. DOCTORS (91%) 3. TEACHERS (85%) 4. COMMUNITY LEADERS (78%) 5. POLICE (71%) 6. POSTMEN (69%) 7. ENVIRONMENTAL ORGANISATIONS (63%) 8. JUDGES (58%) 9. PUBLIC SERVANTS (58%) 10. ARMY (57%) 11. CHARITIES (55%) 12. MARKETEERS (51%) 13. UNIONS (49%) 14. LAWYERS (48%) 15. BANKS (44%) 16. JOURNALISTS (37%) 17. CEO S (32%) 18. PRIESTS (17%) 19. POLITICIANS (14%)

9 EUROPEAN TRUST INDEX SOCIAL MEDIA (97%) 2. FIRE BRIGADE (96%) 3. DOCTORS (91%) 4. TEACHERS (85%) 5. COMMUNITY LEADERS (78%) 6. POLICE (71%) 7. POSTMEN (69%) 8. ENVIRONMENTAL ORGANISATIONS (63%) 9. JUDGES (58%) 10. PUBLIC SERVANTS (58%) 11. ARMY (57%) 12. CHARITIES (55%) 13. MARKETEERS (51%) 14. UNIONS (49%) 15. LAWYERS (48%) 16. BANKS (44%) 17. JOURNALISTS (37%) 18. CEO S (32%) 19. PRIESTS (17%) 20. POLITICIANS (14%)

10 Why is that? there is no social medium, there are only social media we choose ourselves: who we follow, who we like which people can be part of our digital social network whose opinions are important and whose opinions are not

11 Insight If you, your company or your product are able to become part of someone s digital social network, you become part of their trust.

12 Follow-up informative post-tocommercial post-ratio: 4:1 contests & games: short duration (voting) avoid repetition

13 INSIGHT 2 THERE S WAY TOO MUCH INFORMATION

14 INSIGHT 2 THERE S TOO MUCH INFORMATION

15 STATISTICS (AUGUST 2015) the average person in Europe on Facebook: has 341 friends likes 172 pages together: these friends and pages produce numerous messages

16 STATISTICS (AUGUST 2015) the average person in Europe on Facebook: has 341 friends likes 172 pages together: these friends and pages produce numerous messages 2144 messages each day

17 That s way too many posts Facebook does not display every single message it makes these choices for you

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21 movie > photo > text share > reaction > like

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23 How recent is my post?

24 INSIGHT 3 YOU CAN MEASURE ALMOST EVERYTHING

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32 Remember this one?

33 You want to measure when your followers are online! HootSuite SproutSocial WildFire van Google EdgeRank Checker Social Crawlytics BuzzStream

34 Peak attendancy times in Central Europe #1 SAT 22h #2 SAT 20h #3 SUN 19h

35 INSIGHT 4 PRACTICAL TIPS FOR MORE FACEBOOK VIEWS

36 It s all about conversion You don t want just tens of thousands of people following you on Facebook You want tens of thousands of people coming to your attraction! It s not about likes it s about selling tickets!

37 So make sure to measure: how many people you reach with your posts if these people are more than just loyal fans if your posts actually lead to conversion (site-visits, ticket sales)

38 The magical sign:

39 Question Marks When people see question marks in a Facebook-page: they start scrolling more slowly and even when they don t give answers, they read your questions more than they read your statements.

40 Short posts are better Facebook prefers to show shorter posts. Shorter posts enables Facebook to show more posts Ideal length = 55 to 99 characters only the first six lines of any message are shown by default. Users need to click Read more to do so. Less than 4% of all users do that. Mind the TLDR-generation

41 Short posts are better

42 Always add a picture Even if you only want to say something short.

43 Guidelines for pixtures Post large resolution photos (min. 1200x628 pixels, rgb, for high resolution devices such as ipads) No transparant gifs/pngs, no animated gifs Choose a picture without white borders; the background is always white and a picture with white borders makes less of an impression.

44 Posts that are directly targetted to a reader, get more involvement. Talk to the reader

45 Add a smiley Facebook changes text-based smileys into visual, yellow smileys, that attract the reader s attention You can t used different fonts, bold, italics or colors in your texts Smileys are the only non-blackand-white element in your posts

46 Post in your follower s language If your customer base speaks more than one language, your customer only wants to read information in his or her language Create language-specific Facebook-pages Use the language target-tools of Facebook DO NOT create posts that consist of the same message in two or more languages

47 Social media marketing doesn t stop when people buy their tickets create locations and moments in your parks that are worthwile to share and help them share!

48 3 biggests fears of any 15-year-old:

49 3 biggests fears of any 15-year-old:

50 And that s only the beginning! social media is still brand new changes almost every day new media, new possibilities everything is mobile economics likeconomics

51 INSIGHT 5 WE DON T HAVE A CHOICE

52 We don t have a choice on whether we do social media. The question is: HOW WELL DO WE DO IT?

53 Thank you for

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55 Intro The new landscape Brand management and marketing implications Social media at Liseberg Case study The Helix app Learnings

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57 The (new) digital world Even faster Transparent Agile and complex Unpredictable Customer driven Collaborative Every business model will be challenged at some point, fully or partly. Even our marketing models!

58 Past versus future PAID OWNED PAID EARNED OWNED EARNED

59 The Guest s journey ILLUSTRATIVE GUEST NEEDS Inspiration Planning Buy Logistics Planning Service Sharing Dialogue Sharing Next visit PRE-VISIT Before VISIT During POST-VISIT After BUSINESS NEEDS Sales PoS strategy Insight Logistics Sales Added value Loyalty Sales Insight

60 Digital channel strategy Digital vision and strategic intention: Strategic driver #4: From the analogue to the Digital Liseberg Web site Purpose Business objectives Target group Relations Goals/KPI Channel strategy the digital ecosystem App Purpose Business objectives Target group Relations Goals/KPI Social media Purpose Business objectives Target group Relations Goals/KPI /CRM Purpose Business objectives Target group Relations Goals/KPI Digital services development plan Guidelines Organisation IT

61 Social Media Objectives Overall objective: To create a longing for and high engagement for Liseberg - Strenghten the brand relation between our guests and the brand Liseberg (branding) - Increase demand and stimulate more/new visits (sales) - Measured through KPI s on regular basis: Reach/Engagement/Traffic/Followers/Response time

62 Social media organization Guest service Call center Social Media Manager Editor Editor Editor Editor Digital channels PR/Press Campaigns

63 Social Media Target Groups Parents Young people/teens Entertainment guests Enthusiasts Göteborgare (people from Gothenburg) Tourists and of course existing customers and guests

64 Social Media Channel Tactics Facebook the place for dialogue Instagram fresh images and videos Twitter informative messages Youtube the whole brand on video + Soon testing: Snapchat, Periscope

65 more than 39 million Create content and push the first brick

66 Keep it simple and stick to brand

67 But balance is needed

68 Easy as 1-2-3? 1. Workable KPI s is key 2. Build up and recruit within target groups 3. Create and sustain frequency 4. Look at your own stuff 5. Focus on drivers and behaviour to increase sharing and engagement

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70 The Helix game - an integrated approach to meet customer needs and to solve business issues The launch of a world class, 25 MEUR investment, rollercoaster needed to be a success A tricky target group: Teens as true digital natives The guest experience is challenged by long queues The solution was to create a fully integrated digital experience

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72 SOME LEARNINGS Dynamic organisation, as employer and as employee Strategy and plan as a base, but allow certain detours (70/20/10%... Evolution doesn t always stick to plan ) Always start with your brand proposition (input to what we shall do) Always focus on guest value (output from what we do)

73 #33. Take field trips. The bandwidth of the world is greater than of your TV-set, or the Internet, or even a totally immersive, interactive, dynamically rendered, object-oriented, real-time, computer graphic-simulated environment. Bruce Mau, An incomplete manifesto for growth (1998)

74 THANK YOU!