hanna mari: the world's happiest online community
TRANSCRIPT
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The world’s happiest online community – Only In Lapland
#SoMeT14EU 10th April 2014
Hanna-Mari “Pyry” Talvensaari @PyryHm
• Introduction of the Lapland – The North of Finland –project • Our mission • Results • FB Case: OnlyInLapland • Conclusion
Agenda
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
• 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).
Lapland – The North of Finland
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
• 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
We have made choices
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.
Thinking behind the concept
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
Launching Facebook in 2012
• 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
5 things we are doing to achieve our goals
20k likes 2000 shares
Only positive feedback 545k people reached, which equals
to 10% of Finland’s population
October 2013 We had engagement rate of 83,53%. That is more than Barack Obama, Coca-Cola and Angry Birds have
When people respond happily
What makes the happiest community in the World?
Protip: Reward them by responding personally
When community likes your content
What makes the happiest community in the World?
255,950 likes in 2013
When community shares your content
What makes the happiest community in the World?
31,688 shares in 2013
When community comments on your content
What makes the happiest community in the World?
14,174 comments in 2013
Facebook.com/OnlyInLapland
NEW: @OnlyInLapland
In co-operation with Dingle
A leading social media agency in Finland