Lecture presented on the 16th European Spas Association Congress in Belek (Turkey), the 26th May 2011.
Subject: European Spas Marketing Report 2011 and Social Media Marketing Strategy.
Author: Joao Pinto Barbosa (P), CMO of the European Spas Association
4. 2. PR & Events
Meetings of ESPA with leading tour operators, specialized in SPA and Medical SPA
tourism, such as with FIT Reisen;
Presence in the relevant Trade Fairs or the Spa Business around Europe Termatalia
(E), Anfas Hetex (TR), Forum for Balneary Tourism (R), with whom ESPA has
agreements;
Contacts with the Press, especially during ITB (Health and Wellness Media Days)
Reports with news about the SPA destinations in country members, new
developments, new services, improved quality, new EUROPESPA certifications,
etc…distributed to the members and stakeholders;
5. 2. PR & Events
Presentation and promotion of the Europea SPA concept, the European Spa
Destinations and the ESPA Projects like the ESPA Academy, Europespa etc…
E-Newsletter (every two months) distributed via email, website and social media
ESPA Report distributed by hand, email, website
Press Releases | Journalists Network
Closer cooperation leading specialized Tour Operators, Health Insurance
Companies, ISMH, EU leading representatives, WHO, WTO, TO’s from different
countries, European Travel Commission, EKTA (European Association of Tour
Operators)
TED Conferences ?
Etc .
6. 3. Internal Marketing
Reports on the ESPA activities;
Actions related to expert support for the EU member countries;
News and publications about the market and about opportunities for the Spa
industry;
Informations and documents related to EU Programmes and policies;
7. 4. Internet
• New domain and website address – www.europeanspas.eu
8. 4. Internet
Destinations Area and a Indications Area with the list of spa destinations and a list of
the main spa indications, by country, with the name, direct website link and a search
query destinations and a search query for indications.
Members Area, an intranet assessed by password.
A Special Offers area with paid content for those spas interested to advertise
promotions or last minute offers.
A Sponsors Area.
E-Newsletter area (4 or 6 issues per year) distributed only to those who provide their
name and email address. This E-Newsletter, distributed by email to the ESPA Members,
to the subscribers, and to the Facebook fans, will have the following content: 4/5 main
news and/or special offers attractive to the public.
Full integration with the Facebook and Twitter pages.
Languages: All the content provided in English and German languages
14. 5. Social Media
58% OF CONSUMERS BEGIN
THE DAY WITH EMAIL,
11% WITH FACEBOOK
Source: Exact Target
15. 5. Social Media
SMARTPHONES e SOCIAL MEDIA
“The most-used app across nearly all smartphone operating systems also falls into the social networking category.
The top social Website, Facebook, is entrenched as the most widely used app by owners of BlackBerrys, iPhones and
other smartphones like Windows Mobile. Only users of Google’s Android operating system are more likely to use
Google Maps than Facebook”.
17. 5. Social Media
“With Social Media, consumer is boss, which is
fascinatingly frightening, scary and terryfying because
everything we used to do, everything we used to
know, will no longer work”
Saatchi& Saatchi
The 2010 Outlook, stressed that Facebook, with its
now 600 million users, has become “the premier
destination for marketers in the US and many
worldwide markets”.
E-Marketer 2010
19. 5. Social Media
“While consumers avoid TV ads, don’t click on display ads, avoid banners
and close pop-up ads, they follow personal recommendations from family,
friends and peers”.
E-Marketer 2010
PERMISSION IS THE KEY TO OPEN THE MIND OF THE CONSUMER !
20. 5. Social Media
THERE’S NOTHING NEW ABOUT THE POWER
OF INSPIRATION EXCEPT THE CHANNEL
Inspiring your customers to share their stories is nothing new
or unique to social media.
In fact, this idea has always been a key component of word-of-
mouth marketing. Social media just allows those stories to
spread faster and further than ever before.
25. 5. Social Media
While businesses now have access to these rich channels, the true
promise of social media lies in the direct connections between people
who represent companies, brands, associations or causes and the people
who define markets of interest.
It’s a simple investment in either visibility or presence.
In social media, just like in the real world, presence is felt.
44. 5. Social Media
ESPA SOCIAL MEDIA MARKETING OBJECTIVES:
Connect and engage with current and potential customers
Brand Awareness
Create a community around the European Spa Business
Promote the European Spa philosophy, to Educate and Entertain
Provide relevant content to the community (like Events, ESPA Academy, Project
Obesity in Children and other projects, News, Lectures, Newsletter and so on)
Market research (Learning Customer Preferences)
Generating traffic to the new www.europeanspas.eu website
Improving the ESPA’s Public Relations strategy towards the stakeholders
46. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
#1 | Entertain our followers / fans
47. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
48. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
49. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
50. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
#2 | Inform people
51. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
52. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
53. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
54. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
55. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
#3 | Educate the consumer with relevant content
56. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
57. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
58. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
59. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
60. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
#4 | Engage with stakeholders
61. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
62. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
63. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
64. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
65. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
#5 | And avoid the urge to oversell (people won’t engage with our page
unless they really like the product and we’re providing the user with some
value – entertainment, utility, or personal identification with our brand /
concept / association...
69. 5. Social Media
Return on INVESTMENT
OR
Return on AWARENESS ?
70. 5. Social Media
“Among Facebook fans, the top reasons were being a customer (49%) and to show
support (42%), with discounts and promotions coming in third (40%)
(…)
“Another 34% simply said it was fun and entertaining to become a fan”
(…)
On Twitter, being a customer won out (51%), with discounts (44%) and fun (42%)
rounding out the top three”.
Source: eMarketer
71. 5. Social Media
Drive Sales through Facebook promotions
Sweepstakes: In-page registration for a sweepstakes makes it easier for users
to participate and recommend entry to their Facebook friends
Couponing: Rewards users for taking actions like answering a survey,
uploading media or sending a gift
Mailing List: Enables users to opt-in to receive your marketing offers directly
from your Facebook Page
Custom Gifting: Lets users send branded, virtual gifts directly from their
Facebook Pages
Etc…
73. 5. Social Media
EXEMPLE OF SPAS ADVERTISING CAMPAIGN ON FACEBOOK
This ad targets 2,063,120 users: who live in one of the
countries: Sweden, Denmark, Finland, Norway between the
ages of 20 and 60 inclusive who speak English (UK) or English
(US)
Period: 18.05.2011 – 25.05.2011
74. 5. Social Media
RESULTS / METRICS
Reach: The number of individual people who saw this Sponsored Story or ad during the dates selected. This is different than
impressions, which includes people seeing them multiple times.
Frequency: The average number of times each person saw your Sponsored Story or ad.
Social Reach: People who saw your Sponsored Story or ad with the names of their friends who liked your Page, RSVP to your
event, or used your app. If you’re not using Sponsored Stories or advertising a Page, event, or app, you won’t have social reach.
Connections: The number of people who liked your Facebook Page, RSVPed to your event, or installed your app within 24 hours
of seeing this Sponsored Story or ad. If you’re not promoting a Page, event, or app, you won’t see Connections data.
Clicks: The number of clicks your Sponsored Story or ad have received. If you’re promoting a Page, Event, or app, Clicks also
include Page likes, event RSVPs, or app installs directly from the Sponsored Story or ad.
CPM: The average cost for 1.000 impressions
Impressions: Raw number of times a story has been seen on the wall or ni the news feed of our fans
75. 5. Social Media
Return on INVESTMENT
OR
Return on AWARENESS ?