Jh follow up

PERCEPTIONS ON SOCIAL MEDIA IN
FINNISH TOURISM SECTOR
~ Following and measuring social media ~
Johanna Heinonen
14.6.2011

DO YOU FOLLOW SOCIAL MEDIA
TOOLS AND CHANNELS?
9,0 %

Following social
media (n=458)

Yes No

91,0 %

Johanna Heinonen 14.6.2011

HOW OFTEN DO YOU FOLLOW THE
SOCIAL MEDIA?
50 %
47,1 %
Frequency of following (n=420)
45 %

40 %

35 %

29,5 %
30 %

25 %

20 %

14,8 %
15 %

10 %

5% 3,3 % 2,9 %
1,7 %
0,7 %
0%
a few times a day once a day a couple of times once a week A couple of times once a month more seldom
in a week in a month


ISSUES FOLLOWED IN THE SOCIAL MEDIA
35 %

Field to be followed (n=1147)

30 % 28,9 %

24,6 %
25 % 23,7 %
21,7 %

20 %

15 %

10 %

5%

1,1 %
0%
Field Competitors Co-operation Personals Other


Other issues to follow
• Correspondence in email (n=4)
• General news and trends (n=2)
• Number of visits (n=2)
• Customers’ reactions and behavior (n=2)
• Facebook comments (n=1)
• Can’t say (n=1)
• Key words (n=1)
• Everything (n=1)


WEEKLY TIME USED TO FOLLOW SOCIAL MEDIA
70 %

63,0 % Time spent for following (n=419)
60 %

50 %

40 %

30 %

22,0 %
20 %

11,0 %
10 %
3,8 %
0,2 %
0%
less than 1 hour per week 1-7 hours per week 8-20 hours per week 21-50 hours per week more than 50 hours


DO YOU TAKE ADVANTAGE OF THE
INFORMATION FOUND IN SOCIAL MEDIA?

14,6 %

Using information
(n=410)

Yes No

85,4 %


How information is used?
• New ideas for services and products (n=55)
• Benchmarking and evaluating (n=28)
• Sharing information and marketing (n=21)
• Many ways (n=14)
• Customer feedback and customer needs (n=13)
• Adapting company’s functions to competitors’ and customer need (n=13)
• Current events and news (n=7)
• Current education (n=7)
• Pricing (n=6)
• New customers and contacts (n=5)
• Partners and networking (n=4)
• Knowledge in general (n=3)
• Linking webpages (n=3)
• Getting customer perspective (n=2)
• Future planning (n=2)
• Key words (n=2)
• Purchasing (n=2)
• Sending customer mail (n=2)
• Do not know (n=1)


DO YOU USE MEASUREMENTS IN ORDER TO
MEASURE THE RESULTS SOCIAL MEDIA?

47,0 %
Using measurement
(n=455)
Yes No

53,0 %


WHAT KIND OF MEASUREMENT TOOLS ARE USED?

0,6 % 0,6 % 0,6 % 1,2 % 1,2 %
2,9 %
Measurement tools (n=171)
Retweets (n=1)
5,8 %
Snoobi (n=1)

8,2 % Center of Statistics (n=1)

Feeback (n=2)

Followers (n=2)

Clicks (n=5)

50,9 % Facebook statistics (n=10)
13,5 %
Number of customer contacts and activity
(n=14)
Number of orders/customers (n=23)

Google tools (n=25)

Number of visitors (n=87)
14,6 %


HOW OFTEN DO YOU MEASURE HOW SUCCESSFUL
YOU HAVE BEEN IN SOCIAL MEDIA?
30 %

Frequency of measurement…

24,7 %
25 %

20,6 % 20,6 %
20 % 19,4 %

15 %

10 %
8,1 %
6,5 %

5%

0%
Once a day A couple of times in Once a week A couple of times in Once a month more seldom
a week a month


HOW OFTEN DO YOUR CUSTOMERS FOLLOW
YOUR COMPANY IN SOCIAL MEDIA?
60 %

Followers' frequency (n=454)
50 % 48,7 %

40 %

30 %

20 %
15,6 % 16,3 %
13,0 %

10 %
4,0 %
2,4 %
0%
Don't know Hourly Daily Weekly Monthly Whenever
somthing new
comes up


DO YOU KNOW YOUR CUSTOMERS’
OPINIONS OF YOUR USE OF SOCIAL MEDIA?

35,2 %

Knowledge of
followers'opinions
(n=455)

Yes No

64,8 %


How are customers’ opinions followed?
• Customers’ reactions to company’s action (n=51)
• By trying to discuss with customers personally and answer their questions
(n=32)
• By different feedback systems (n=25)
• Face to face feedback (n=13)
• By different researches (n=11)
• Different statistics in social media (n=10)
• By analyzing customers’ and partners’ opinions and behavior in different
situations (n=3)
• Reacting actively (n=3)
• By whatever is legal and possible (n=3)
• By following up orders (n=2)
• Customers create the contents in company’s social media (n=2)
• By giving them facts (n=1)
• Does not concern us (n=1)


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