Download docx - Social Media Marketing Strategy for VisitPortugal

Marta Kocoń: Social Marketing Strategy, within project: Youth and Women’s Entrepreneurship In Creative Industry

YOUT & WOMEN’S ENTREPRENEURSHIP IN CREATIVE INDUSTRY-This project aims to promote a job opportunities among the two most

discriminated group on the labor market – youth, and women’s who represents specific profession of creative industry covering areas: advertising, film and video, architecture, music, art and antiques

market, performing arts, publishing market, craft software, radio and television, and fashion design. The paramount idea, is through the

exchange of experiences enhance entrepreneurial and managerial skills. The project is co-financed by the European Foundation Development of

Educational System within Leonardo da Vinci Program – Life Long Learning.

INDEX:

When someone thinks of Portugal can see a beautiful coast line, warm sun, feel the scent of the ocean and breezy air. Can also see the popular football stars, and

president of European Commission. But all of this is just a cliché, imprinted upon ours mind. Those who never been in Portugal will never know how varied is the

culture and ethnicity of the country. How delicious is the food served in these small cozy restaurants, how touching is the music played in every street corner. They would never have the opportunity to feel the strong flavor of bica drunk in the

morning after wild night full of dances to Brazilian music, or contemplation by the river with Port wine. But this is Portugal, the place on the map, someone’s place on

earth. This is the affirmation of passion, lifestyle and our emotions. ***

And this feeling can give us a travel industry, as long as some destinations are properly promote and advertised in some country. It is all about being popular, though the popularity in itself is not a factor which constitute, that some countries are worth to visit. But certainly, it can help to gain loving audience who’s always come back.

Personally Portugal for me is a second home, is the best place in Europe, not only for vacation. Hence this sentiment caused me, that to find an answer to the question: why only few amount of Polish is choosing Portugal as a holiday destination? I decided to trace the current trends in the travel industry, as well as launch research about Polish-Portuguese relationship due to social media marketing. This research has been prepared on the basis of VisitPortugal social channels, which is a significant source of information and opinion-forming portal among the tourist industry.


TRAVEL & TOURISM – Current Estimates and Forecasts......................4

Tourism Industry in Portugal................................................................4

Tourism Destination in Polish Market..................................................8

BUZZ MARKETING in Poland................................................................8

The price dissonance:...........................................................................9

The price comparision........................................................................10

Developement of Polish-Portuguese relationship.............................11

Marketing Strategy Tree….…………………………………………………………….13

Social media In Tourism Industry.......................................................14

FACEBOOK Report .............................................................................16

Acknowledgements………………………………………………………………………..25

Tourism has become a popular global leisure activity. Today is a major source of income for many countries, and affects the economy of both the source and host countries, in some cases it is of vital importance.

International tourist arrivals reached 1.035 billion in 2012, up from over 983 million in 2011, and 940 million in 2010. The latest annual research from World Travel & Tourism Council produced with research partner, Oxford Economics, shows that found that 2013 was another successful year for the Travel & Tourism sector off the back of an improving economy.

•The direct contribution of Travel & Tourism to the world economy grew by 3.1% in 2013, contributing US$2.2 trillion to world gross domestic product (GDP) and 101 million jobs.

•1.4 million additional jobs were generated directly in the sector in 2013, and in total, 4.7 million new jobs were created as a result of tourism activity. The total contribution of Travel & Tourism to employment grew 1.8% in 2013.

•Travel & Tourism’s contribution equates to 9.5% of total economy GDP, 1 in 11 of the world’s total jobs, 4.4% of total investment and 5.4% of world exports.


TRAVEL & TOURISM – Current Estimates and Forecasts

Tourism Industry in Portugal


Portugal has emerged as a country with a consistent economic growth and one of the sources of the prospering of the Gross Domestic Product is the tourism industry which in recent times has been responsible for adding huge revenues to the economy as a whole.

According to World Travel Tourism Council research the direct contribution of Travel & Tourism to GDP in 2013 was EUR9,5bn (5,8% of GDP). This forecast to rise by 3,6% to EUR9,8bn in 2014. The direct contribution of Travel and Tourism to GDP is expected to grow by 1,7% pa to EUR11,6bn (6,3% of GDP) by 2024. Travel & Tourism generated 325,500 jobs directly in 2012 (7.0% of total employment) and this is forecast to grow by 0.2% in 2013 to 326,000 (7.2% of total employment). This includes employment by hotels, travel agents, airlines and other passenger transportation service (excluding commuter services). It also includes, for example, the activities of the restaurant and leisure industries directly supported by tourists. By 2023, Travel & Tourism will account for 378,000 jobs directly, an increase of 1.5% pa over the next ten years.


The charts above shows the condition of Portuguese tourism industry, and forecast for the upcoming years. The estimates are relatively good, which it means that Portuguese Travel & Tourism will dynamically flow up, and stimulate domestic economy. Besides the statistic, there is much work to be done. Without an effective publicity among prospective visitors, these numbers could by change by the factors such as political situation, temporary trends, business climate etc.

Now let’s look at the most frequent visitors and guest in Portugal during holidays, business and family travel


In this ranking the left-over 40% of visiting countries was EU 25, and among other Poland, but the amount of Polish visiting Portugal is very few. The most frequent group are students on

exchange

Tourism Destination in Polish Market

BUZZ MARKETING: According to report “Touristic destination online” created on the grounds of polish web users posts, and most frequent phrase written in social media, we can distinguish popular travel destination in Poland.

Interests In Slovakia can be caused by location between Poland, close neighborhoods is a big advantage. The

popularity of countries like Spain, Greece, Egypt, Tunisia, or Croatia were always present in Poland, mainly because of the strong position in advertising. Big surprise may be the

last position of the ranking –Cuba, due to long distance is an expensive option. In the ranking were also mentioned

countries such as India, China, RSA, Costa Rica, Dominican Republic and Maldives.

So what the reason is behind this discrepancy? Most of all, the budget that can be spent on vacation. People with low-budget choose cheaper, well-tried destination, while someone with high-budget is choosing exotic faraway voyage. Portugal simply is in-between.

For the tourist market there is a huge competition, and it forces to create measured communication strategies in order to avoid "The clutter phenomenon", according to the "Stand out or Die!"

When Polish people are going on abroad holiday, the choice is often driven by these destinations, which leads in mass strong promotion or by personal recommendation. Given that the average holiday trip cost 2500-3000PLN per person, simply we needs to multiply this value by number of tourists visiting a specific destination, divide the result by the value of marketing expenses and get pointer ROMI (Return on Marketing Investment ) that for countries such as Egypt exceeds the value of 250 ( without taking into account the rebates advertising ) .

Thinking of effective promotion, new methods of media planning proves well with using the convergence model of the POE ( Paid Owned Earned ) so that we minimize the cost of reaching and increase the efficiency of operations . Gain at the marketing buzz that


The price dissonance:This misrepresentation does not find a place in reflection of reality. We need to just seek

into the living standard and expenses of some countries. Regarding to Numbeo™ portal I have compiled the ranking, considering indicators dedicated to consumer prices, rent, restaurant and groceries prices, and also local purchasing power. The methodology of measurement were constructed on the ground of CPI INDEX: Current Item Price(€), [CPI =(base year price) * (Current CPI) / (Base Year CPI)] I took on board Lisbon, as a primary touristic place and two main summer resorts: Faro and Portimao, then I compared it with the popular touristic destination in Poland.

One of the reason why Polish doesn’t choose Portugal as a place for their holidays can be high price offered by the local travel agencies. Considering three popular agencies: TUI, Rainbow Tours and Wakacje.pl (Holiday.pl) for 10 days vacations around July-August potential customer has to pay the lowest price from 2000 PLN to even 5000 PLN (with a rates 1EUR – 4,20 PLN) per person. It is incomparable large sum of money, considering destinations like Greece or Croatia (chart below). Thus there is a strong belief among many Poles, that Portugal is a high-priced country.


As the results shows, in each cases Portugal is cheaper than other direction. Therefore it’s not the price should determine the choice of destinations, but the charming locations

and desire of unforgettable memories.

WHY SHOULD WE ENHANCE POLISH-PORTUGUESE RELATIONSHIP BY TOURISM?

SO WHY NOT ???


This is an important year for Poland. We’re

celebrating the 25th anniversary of regaining freedom, and 10 years of

accession membership into the European Union Unemployment in our

country has decreased by 1,5 percent and GDP is still

increasing, thus people are willing to spend their money

on travel. Your service is high-qualified, so satisfied

client will always come back.

Soon we’re celebrating the World Cup, and Portugal is the most Brazilian place in the

Europe

Portuguese brands have a significant impact on

Polish economy. Everyone loves Biedronka (Jeronimo Martins), Hebe

and Parfois.

Our culture in fact has a lot in common. Withal Polish

singer A.M.Jopek has record with star such as Mariza,

Camane, Sara Tavares. On Polish music stage at

present is popular Joao de Sousa.

The two of most popular places in Portugal has

been prized for the prestigious title Best

European Destination!!!


WHAT WE HAVE TO DO TO ENHANCE POLISH-PORTUGUESE RELATIONSHIP?

All we need is a good Digital advertising, and strong Social Media Marketing Strategy


Strong Marketing Strategy is like e Tree:

* (Property of mainlinemedia)

“DEEP ROOTS : First planting strong deep roots in the form of research, strategy, branding and content. It is tempting to jump ahead to the design and development phases of the projects, but

like a tree that has a weak root structure, your marketing will not stand without a solid foundation to support it.

STURDY TRUNK: The roots support a sturdy trunk made up of good web design and development. Just as a tree grows bigger and thicker over time. The trunk is the core of the tree,

just like a good website should be the core your company’s marketing.

SPRAWLING BRANCHES: The branches of the tree are a perfect symbol for the tremendous range of opportunities that exist for you to promote and advertise yourself. From Search Engine

Marketing to Social Media Marketing, from Email to Online PR, etc., there is an ever growing


number of categories and subcategories of promotional channels to exploit. But the important thing to understand is how they should grow out of a common strategy and how they should

feed back into your marketing core, namely your website.

YOUR TREE, YOUR FOREST: A tree thrives by drawing in rain and sunshine, growing bigger and bigger to take up more space, expanding upward and outward to block out competing vegetation and ensuring its long life. You have the choice – are you going to plant a might oak or settle for a

struggling bush?”

WHY DO WE NEED SOCIAL MEDIA IN TOURISM INDUSTRY ?

Social media has a huge impact on every industry across the world, travel is no

exception. The role of social media now plays a key part in the consumer travel

experience, from how they research and book their holiday, on-going engagement while they're travelling to post revives.

The travel and tourism industry depends heavily on word-of-mouth and the spread

opinions - social networks provide the perfect platform to do this. Social

networking is one of the most powerful forces driving travel planning today.

During the holiday, some 50% of travelers upload comments and photos

on social media outlets using smart phones. Furthermore, 53% of travelers

upload photos and post comments regarding their experience on either

social media or a blog.



FACEBOOK analysis,Report for period May to June 2014*

This overview tab show the keymetrics concering to VisitPortugal Facebook fanpage within selected time period May 19, 2014 – Jun 04,2014.

Numbers in bigger font shows current values of given metrics, menwhile the numbers in smaller font show increase/decrease relative to the

previous corresponding period.


Number of fans of Visitportugal increased of 39841 profiles: from 569938 in day May 19, 2014 to 619779 in day Jun 04, 2014 year. Number of fans changed of +6.99%, increasing in comparison to previous period (May 02, 2014 –May 18, 2014), when it was +4.26% .

In described period, daily average change of fans' number was +0.41%. The highest increase of fans took place on Jun 01, 2014, when page Visitportugal was liked by 5753 Facebook users (0.97% increase).


Charts above shows the classification of fans by country, and percentage distribution. Poland classified on the 10th position with a average number 19,

001 of which is 31% of fans, and still growing.


On the chart, number of "I like it" and fans comments are represented by horizontal lines. The thicker the line is the more activities at given hour were registered.

Brand's posts were mostly added at 11 and 12, while the users' were published at 12 and 17. In the described period Visitportugal posted on average 3.53 times a day, included 4.62 times on weekdays and 0 times on holidays.

Average interval between posts publication was 6.3h. Posts were published at irregular intervals. Brand mostly published images, which represented 48.33% of all added content by brand. The second important type of content was links, that represented 33.33% of all added content by brand, multimedia represented 18.33%, while questions (polls) and text-only statuses weren't added.

This Report is a summary of ways of publishing content on a brand's Facebook page. Important thing to consider when running a page on Facebook is to be in constant touch with fans. Too frequent publishing or fans spamming, as well as

too rare contact with them are not recommended as they decrease fans' engagement.


The best contentThe first table shows the most popular brand’s posts according to the values of Interactivity Index

Interactivity Index:

Graph shows how Interactivity Index changes – collective, weighted rate of all activities performed within a fanpage. Activities like: liking, commenting, posting or adding multimedia have a direct effect on Interactivity Index rate. On the mentioned period it amounts 112,159,

users interactivity was 111,40 and brand interactivity amounts 1,019.

Number of engaged users

Quality of a Facebook page is determined by the fact of how good brand is in engaging and inspiring interactions with fans. That's why number of engaged users has much more important meaning than number of fans.Among 609779 fans in analyzed period were engaged 20811 (3.41% of all fans). Level of engagement showed a downward trend, decreasing on average of 0.11 of percentage point per week The largest number of users were engaged on May 22, 2014 Charts below provide an answer to the question How engagement changes with increase in number of fans:


Among users, who were engaged in period May 19, 2014 – Jun 04, 2014, 35.14% (7313 people) were engaged for the first time. It was the same amount as in the previous, comparable period (May 02, 2014-May

18, 2014).

The most engaged usersThe table below, shows the most active users of Visitportugal during period May 19, 2014 – Jun 04, 2014.


The most engaged are usually those Facebook users, who started to be active on Visitportugal before Sep 29, 2013. On average, every engaged user in this period added comments to contents

on a wall 0.04 times, shared it 0 times and clicked I like it 1.8 times.

Type of users posts, with the highest response among other Facebook users, were images (average value of Interactivity Index 9.87) and multimedia (7.71). While the the lowest

response had links (4.67) and text-only statuses (2.59).

Users' posts and their character

Part of the report, presented below, is dedicated to the schemes of users' engagement, especially to the question whether they have added any comments on the page.

In days May 19, 2014 – Jun 04, 2014 users of a Visitportugal published on the Facebook page 268 posts, usually it were images (207) and text-only statuses (32) . Contents published by users are usually much less commented than posts added by brand. In case of Visitportugal for one post of a user, there were on average 5.96 likes and 0.17 comments.Chart, presented below, shows users posts on Visitportugal, taking into consideration their type.

Chart no.1 below shows in time the type of activities. For an activity it is considered clicking “I like it” adding a comment or adding a post on wall. On the Piechart we can see a social channels where people talking about VisitPortugal page, and percentage distribution of popularity rate. Chart no.2 shows change on ‘People Talking About’, represents the number of people who performed an activity by country.


Avarage People Talking About: 40,636 Maximum PTA: 55,191 Minimum PTA: 30,450

In time activities on Facebook page

The highest values of Interactivity Index were achieved on May 22, 2014 (20103), May 28, 2014 (12053) and Jun 02, 2014 (8746), while the lowest – May 25, 2014 (476), Jun 01, 2014 (752) and May 24, 2014 (1777) . Within discussed period of time, value of this rate maintained level , continuing trend showed in previous, comparable period (May 02, 2014 – May 18, 2014). The high Interactivity on Visitportugal was registered on May 21, 2014 –


Please take a look on industries your fanpages have been assigned up. All presented metrics, are on relation to average values of all fanpages belonging to the given

industry. The statistic avaliable in pre-defined periods - by default last 30 days. Here you can see all fanpages belonging to chosen category. They are arranged , from the biggest to the smallest on, in relation to number of fans. The largest numbers of fans in the category 100% the number of fans of smaller fanpages is % of the largest one.

Comparision with previous period

In time activities on Facebook page

The highest values of Interactivity Index were achieved on May 22, 2014 (20103), May 28, 2014 (12053) and Jun 02, 2014 (8746), while the lowest – May 25, 2014 (476), Jun 01, 2014 (752) and May 24, 2014 (1777) . Within discussed period of time, value of this rate maintained level , continuing trend showed in previous, comparable period (May 02, 2014 – May 18, 2014). The high Interactivity on Visitportugal was registered on May 21, 2014 –


Industry: Tourism, “Number of fans” & “People Talking About this”:

Please take a look on industries your fanpages have been assigned up. All presented metrics, are on relation to average values of all fanpages belonging to the given

industry. The statistic avaliable in pre-defined periods - by default last 30 days. Here you can see all fanpages belonging to chosen category. They are arranged , from the biggest to the smallest on, in relation to number of fans. The largest numbers of fans in the category 100% the number of fans of smaller fanpages is % of the largest one.

Thank you for taking your time to read this.

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