Segmentation, product and community

Web marketing and social media marketing: theories, strategies and a tool-kit

Rimini 07/10/2013

(S)mar(T)keting Se01 Ep02

World Bank: Tourism 4 growth

Scource: http://www.youtube.com/watch?v=O-DTSwS4vDQ

Part I

Segmentation, product and community

METHOD● Framework analysis● Keywords● Collective storytelling

State of the art Tourism in Italy (in Italian)

Source: http://www.youtube.com/watch?v=ZX3Q0dh1kOQ

Egyptian Minister of Tourism

Source: http://www.youtube.com/watch?v=a78qYXMJNHM

Marketing becoming smart

source: http://www.britannica.com/EBchecked/topic/365730/marketing

Marketing process

● strategic marketing analysis, ● marketing-mix planning, ● marketing implementation, ● marketing control.

Source: http://www.britannica.com/EBchecked/topic/365730/marketing#toc27203

Brand

Source:http://www.youtube.com/watch?v=JKIAOZZritk

Niches or bubbles?

Niche (cfr. Britannica): Segments can be divided into even smaller groups, called subsegments or niches. A niche is defined as a small target group that has special requirements.

Bubbles (cfr. Eli Pariser): “Increasingly on the Internet, websites are personalizing themselves to suit our interests. We all see this happening at Amazon, where if you order a book, Amazon will send you the next book. We see it happening in Netflix, but it’s also happening in a bunch of places where it’s much less visible.”

(source: http://www.theatlantic.com/daily-dish/archive/2010/10/the-filter-bubble/181427/)

Aamby Valley City-Brand Building via Social Media

Source: http://www.youtube.com/watch?v=tQmajI5v19c

Target or community engagement?

http://www.contexttravel.com/city/edinburgh/walking-tour-details/history-of-medicine

Marketing to individuals?A growing number of companies are now trying to serve “segments of

one.” They attempt to adapt their offer and communication to each individual customer. This is understandable, for instance, with large industrial companies that have only a few major customers. For example, The Boeing Company (United States) designs its 747 planes differently for each major customer, such as United Airlines, Inc., or American Airlines, Inc. Serving individual customers is increasingly possible with the advent of database marketing, through which individual customer characteristics and purchase histories are retained in company information systems. Even mass-marketing companies, particularly large retailers and catalog houses, compile comprehensive data on individual customers and are able to customize their offerings and communications.

source:http://www.britannica.com/EBchecked/topic/365730/marketing/27206/Market-niches

Task 1

● List the appropriate keywords● Formulate your tweet● Find your community on Twitter and send

them a tweet to engage them in the discussion

#Keywords

Marketing Mix:

#Product

#Place

#Price

#Promotion

#Segmentation → #Community#Message → #Comments

Source:http://www.youtube.com/watch?v=sR-qL7QdVZQ

SWOT

SWOT analysis is a tool for auditing an organization and its environment. SWOT analysis is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal SWOT factors. Opportunities and threats are external SWOT factors. A strength is a positive internal factor. A weakness is a negative internal factor. An opportunity is a positive external factor. A threat is a negative external factor.

Benefits

Source: http://www.youtube.com/watch?v=NyVI2tiRBeE

Risk or price?

Source: http://www.youtube.com/watch?v=F4H5AosDk8s

Template

Souce: http://www.marketingteacher.com/swot/swot-analysis.html

Feeling welcome!

Source: http://www.youtube.com/watch?v=m9AKV6ppeh4

Free Hugs!

Source: http://www.youtube.com/watch?v=hN8CKwdosjE

Part II

Web marketing and social media marketing: theories, strategies and a tool-kit

METHOD● Framework analysis● Keywords● Collective storytelling

Task 2: social media strategy

Roadmap social media strategy

Your strategy will depend on:1) Your goals – SEO, PR, traffic ( to drive

awareness? advertising click-thus? conversions?)

2) Your audience – where does your target demo hang out?

3) Your resources – you, you plus an intern, internal team, agency?

Source: http://lornali.com/6-steps-for-creating-a-social-media-marketing-roadmap-plan/

Data

http://data.worldbank.org/indicator/ST.INT.ARVL

content and data

User generated content

Two blogs (in ITA)

Link: http://www.robertamilano.com/web_marketing_turistico/

Link: http://www.bookingblog.com/

Useful tools

Klout: the standard of influence

Google Analytics

Valentina BazzarinDep. Political and Social Sciences

Temporary researcherValentina.bazzarin@unibo.it

@vbazzarin

www.unibo.it