Valkoinen  logo  mustalla  pohjalla  +  EU-­‐logot  mukaan  

             

3

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

7

Showcasesta kartta sivulta 45, otsikoksi

14 characteristic

regions

14 characteristic regions.

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

9

Marketing strategy in a nutshell

•  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

13

15

16

Facebook case Only In Lapland – The North of Finland

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

about our Facebook page.

There is nothing ordinary

This is what we do everyday

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

March 2014 Our Average likes per post was 3537 That is more than Visit Norway has with 610k fans.

This is what we do every year

2013

This is what we do every year

2013

August-December 2013

What makes the happiest community in the World?

When people respond happily

What makes the happiest community in the World?

Protip: Reward them by responding personally

When it is hard to find any negative feedback

What makes the happiest community in the World?

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 shares your content

What makes the happiest community in the World?

When community comments on your content

What makes the happiest community in the World?

14,174 comments in 2013

When community comments on your content

What makes the happiest community in the World?

Extend the happiness

Like, share and comment

them back

Facebook.com/OnlyInLapland

NEW: @OnlyInLapland

In co-operation with Dingle

A leading social media agency in Finland

40

In content we trust!

www.OnlyInLapland.com

Follow OnlyInLapland