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Presentation of my research results in Encounters'11 Conference in Porvoo
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Johanna HeinonenPresentatation in Encounters’11 Conference in Porvoo
13.4.2011
� 56 % of all Finns use internet manytimes a day
� 73 % has searched for product/serviceinformation in internet during the past 3 months
� 41 % has bought something frominternet during the past 3 months
� 42 % of all Finns are registered in some� 42 % of all Finns are registered in somesocial media
� 28 % follows social media daily
� 59 % has searched fro information of OR bought tourism services during the past3 months
� 32 % has bought some tourism servicein the internet during the last year
(Tilastokeskus 2010, NetTrack 2010)
12,0 %
12,0 %
12,0 %
12,0 %
16,4 %
16,4 %
16,4 %
16,4 %
17,6 %
17,6 %
17,6 %
17,6 %
26,0 %
26,0 %
26,0 %
26,0 %
12,4 %
12,4 %
12,4 %
12,4 %
21,4 %
21,4 %
21,4 %
21,4 %
15 %15 %15 %15 %
20 %20 %20 %20 %
25 %25 %25 %25 %
30 %30 %30 %30 %
3,1 %
3,1 %
3,1 %
3,1 %
12,0 %
12,0 %
12,0 %
12,0 %
8,3 %
8,3 %
8,3 %
8,3 %
8,4 %
8,4 %
8,4 %
8,4 %
12,4 %
12,4 %
12,4 %
12,4 %
8,5 %
8,5 %
8,5 %
8,5 %
0 %0 %0 %0 %
5 %5 %5 %5 %
10 %10 %10 %10 %
BlogsBlogsBlogsBlogs FeedbackFeedbackFeedbackFeedback ShoppingShoppingShoppingShopping OffersOffersOffersOffers InformationInformationInformationInformation
CompanyCompanyCompanyCompany CustomerCustomerCustomerCustomer
7,0 %
7,0 %
7,0 %
7,0 %
22,4 %
22,4 %
22,4 %
22,4 % 28,2 %
28,2 %
28,2 %
28,2 %
6,5 %
6,5 %
6,5 %
6,5 %
10,7 %
10,7 %
10,7 %
10,7 %
9,1 %
9,1 %
9,1 %
9,1 % 11,6 %
11,6 %
11,6 %
11,6 %
16,9 %
16,9 %
16,9 %
16,9 %
14,4 %
14,4 %
14,4 %
14,4 %
10 %
15 %
20 %
25 %
30 %
1,1 %
1,1 %
1,1 %
1,1 % 3,0 %
3,0 %
3,0 %
3,0 %
3,3 %
3,3 %
3,3 %
3,3 %
4,0 %
4,0 %
4,0 %
4,0 %
4,1 %
4,1 %
4,1 %
4,1 %
4,3 %
4,3 %
4,3 %
4,3 %
6,0 %
6,0 %
6,0 %
6,0 %
7,0 %
7,0 %
7,0 %
7,0 %
2,9 %
2,9 %
2,9 %
2,9 % 5,0 %
5,0 %
5,0 %
5,0 %
5,2 %
5,2 %
5,2 %
5,2 %
1,7 %
1,7 %
1,7 %
1,7 %
6,5 %
6,5 %
6,5 %
6,5 % 9,1 %
9,1 %
9,1 %
9,1 %
0 %
5 %
10 %
Messenger
Messenger
Messenger
Messenger
Forums
Forums
Forums
Forums
Blogs
Blogs
Blogs
Blogs
Wiki
Wiki
Wiki
Wiki
Webshop
Webshop
Webshop
Webshop
Youtube
Youtube
Youtube
Youtube
Homepages
Homepages
Homepages
Homepages
Percentage among companies Percentage among customers
Social media is CONVERSATION ONLINE!
(Dutta 2010)
* Access for all * Be interesting * * Be active * Be humble ** Be unprofessional *
* Be honest *(Kaplan – Haenlein, 2010)
13,2 %
13,2 %
13,2 %
13,2 %
31,3 %
31,3 %
31,3 %
31,3 %
38,6 %
38,6 %
38,6 %
38,6 %
15,8 %
15,8 %
15,8 %
15,8 %
16,5 %
16,5 %
16,5 %
16,5 %
28,1 %
28,1 %
28,1 %
28,1 %
30,4 %
30,4 %
30,4 %
30,4 %
20 %20 %20 %20 %
25 %25 %25 %25 %
30 %30 %30 %30 %
35 %35 %35 %35 %
40 %40 %40 %40 %
45 %45 %45 %45 %
4,1 %
4,1 %
4,1 %
4,1 %
5,2 %
5,2 %
5,2 %
5,2 % 7,5 %
7,5 %
7,5 %
7,5 %
13,2 %
13,2 %
13,2 %
13,2 %
7,0 %
7,0 %
7,0 %
7,0 %
2,2 %
2,2 %
2,2 %
2,2 %
15,8 %
15,8 %
15,8 %
15,8 %
16,5 %
16,5 %
16,5 %
16,5 %
0 %0 %0 %0 %
5 %5 %5 %5 %
10 %10 %10 %10 %
15 %15 %15 %15 %
20 %20 %20 %20 %
Anyone
Anyone
Anyone
Anyone
Other
Other
Other
Other
Customers
Customers
Customers
Customers
Agency
Agency
Agency
Agency
Personnel
Personnel
Personnel
Personnel
Entrepreneur
Entrepreneur
Entrepreneur
Entrepreneur
CompanyCompanyCompanyCompany CustomerCustomerCustomerCustomer
30 %
30 %
30 %
30 %
16 %
16 %
16 %
16 %
18 %
18 %
18 %
18 %
22 %
22 %
22 %
22 %
37 %
37 %
37 %
37 %
22 %
22 %
22 %
22 %
20 %20 %20 %20 %
25 %25 %25 %25 %
30 %30 %30 %30 %
35 %35 %35 %35 %
40 %40 %40 %40 %8 %8 %8 %8 %
12 %
12 %
12 %
12 %
16 %
16 %
16 %
16 %
18 %
18 %
18 %
18 %
6 %6 %6 %6 %
10 %
10 %
10 %
10 %
6 %6 %6 %6 %
8 %8 %8 %8 %
4 %4 %4 %4 %
1 %1 %1 %1 %
0 %0 %0 %0 %
5 %5 %5 %5 %
10 %10 %10 %10 %
15 %15 %15 %15 %
A few times A few times A few times A few times
per dayper dayper dayper day
Once a dayOnce a dayOnce a dayOnce a day Couple of Couple of Couple of Couple of
times in a times in a times in a times in a
weekweekweekweek
Once a weekOnce a weekOnce a weekOnce a week Couple of Couple of Couple of Couple of
times in a times in a times in a times in a
monthmonthmonthmonth
Once a Once a Once a Once a
monthmonthmonthmonth
More seldomMore seldomMore seldomMore seldom
CompaniesCompaniesCompaniesCompanies CustomersCustomersCustomersCustomers
CompaniesCompaniesCompaniesCompanies CustomersCustomersCustomersCustomers DifferenceDifferenceDifferenceDifference
AtmosphereAtmosphereAtmosphereAtmosphere 4,054,054,054,05 3,603,603,603,60 0,450,450,450,45
ClosenessClosenessClosenessCloseness 3,753,753,753,75 3,403,403,403,40 0,350,350,350,35
StoriesStoriesStoriesStories 3,553,553,553,55 3,253,253,253,25 0,310,310,310,31
Creating image 4,22 3,94 0,28
Increasing loyalty 3,90 3,75 0,16
EasinessEasinessEasinessEasiness to to to to useuseuseuse 4,164,164,164,16 4,114,114,114,11 0,050,050,050,05
CustomerCustomerCustomerCustomer serviceserviceserviceservice 4,434,434,434,43 4,384,384,384,38 0,050,050,050,05
ActionActionActionAction 3,483,483,483,48 3,443,443,443,44 0,040,040,040,04
RealiabilityRealiabilityRealiabilityRealiability 4,274,274,274,27 4,254,254,254,25 0,020,020,020,02RealiabilityRealiabilityRealiabilityRealiability 4,274,274,274,27 4,254,254,254,25 0,020,020,020,02
SharingSharingSharingSharing thoughtsthoughtsthoughtsthoughts 3,643,643,643,64 3,653,653,653,65 ----0,010,010,010,01
SpecialSpecialSpecialSpecial featuresfeaturesfeaturesfeatures of the of the of the of the customercustomercustomercustomer 3,443,443,443,44 3,513,513,513,51 ----0,070,070,070,07
InformationInformationInformationInformation of the of the of the of the offersoffersoffersoffers 3,673,673,673,67 3,763,763,763,76 ----0,090,090,090,09
Reaction speed 4,28 4,41 -0,13
Waking up the interest 3,92 4,10 -0,18
Personnel’s view 2,67 2,96 -0,29
Management’sManagement’sManagement’sManagement’s viewviewviewview 2,632,632,632,63 2,972,972,972,97 ----0,340,340,340,34
ClearnessClearnessClearnessClearness 4,064,064,064,06 4,414,414,414,41 ----0,350,350,350,35
FeedbackFeedbackFeedbackFeedback 3,393,393,393,39 3,773,773,773,77 ----0,370,370,370,37
� Know your target group
� Know when and how � Know when and how they follow your media
� Know what your target group thinks (Dutta 2010)
� Interact actively (Mangold –Faulds 2009)
47 %47 %47 %47 %
AreAreAreAre youyouyouyou measuringmeasuringmeasuringmeasuring the the the the impactimpactimpactimpact of social of social of social of social
media media media media useuseuseuse
53 %53 %53 %53 %
YesYesYesYes
NoNoNoNo
78,1 %78,1 %78,1 %78,1 %
46,5 %46,5 %46,5 %46,5 %
60 %60 %60 %60 %
70 %70 %70 %70 %
80 %80 %80 %80 %
90 %90 %90 %90 %
46,5 %46,5 %46,5 %46,5 %
0 %0 %0 %0 %
10 %10 %10 %10 %
20 %20 %20 %20 %
30 %30 %30 %30 %
40 %40 %40 %40 %
50 %50 %50 %50 %
CompaniesCompaniesCompaniesCompanies CustomersCustomersCustomersCustomers
YESYESYESYESYESYESYESYES
YESYESYESYESYESYESYESYES
16,3 %16,3 %16,3 %16,3 %
48,7 %48,7 %48,7 %48,7 %
WeeklyWeeklyWeeklyWeekly
Don't knowDon't knowDon't knowDon't know
How How How How oftenoftenoftenoften dodododo the the the the customerscustomerscustomerscustomers followfollowfollowfollow youryouryouryour
social media?social media?social media?social media?
35 %35 %35 %35 %
65 %65 %65 %65 %
DoDoDoDo youyouyouyou knowknowknowknow whatwhatwhatwhat youryouryouryour
followersfollowersfollowersfollowers thinkthinkthinkthink of of of of youryouryouryour social social social social
media?media?media?media?
2,4 %2,4 %2,4 %2,4 %
4,0 %4,0 %4,0 %4,0 %
13,0 %13,0 %13,0 %13,0 %
15,6 %15,6 %15,6 %15,6 %
0 %0 %0 %0 % 20 %20 %20 %20 % 40 %40 %40 %40 % 60 %60 %60 %60 %
HourlyHourlyHourlyHourly
MonthlyMonthlyMonthlyMonthly
Whenever something new Whenever something new Whenever something new Whenever something new
comes upcomes upcomes upcomes up
DailyDailyDailyDaily
YesYesYesYes NoNoNoNo
� Companies should know of their customer and their needs� Companies should know of their customer and their needs� Companies should contiunously and according to the plan follow uptheir social media and their followers
� Companies should let customers in to their social media as creatorsof content
� Companies should use various channels and integrate the channels to each other
� Social media is not just sharing information, it is also gathering and creating it
THANK YOU!
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