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

1. 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

2. World Bank: Tourism 4 growth
Scource: http://www.youtube.com/watch?v=O-DTSwS4vDQ

3. Part I
Segmentation, product and community
METHOD
● Framework analysis
● Keywords
● Collective storytelling

4. State of the art
Tourism in Italy (in Italian)
Source: http://www.youtube.com/watch?v=ZX3Q0dh1kOQ

5. Egyptian Minister of Tourism
Source: http://www.youtube.com/watch?v=a78qYXMJNHM

6. Marketing becoming smart
source: http://www.britannica.com/EBchecked/topic/365730/marketing

7. Marketing process
● strategic marketing analysis,
● marketing-mix planning,
● marketing implementation,
● marketing control.
Source: http://www.britannica.com/EBchecked/topic/365730/marketing#toc27203

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

9. 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/)

10. Aamby Valley City-Brand Building via Social Media
Source: http://www.youtube.com/watch?v=tQmajI5v19c

11. Target or community engagement?
http://www.contexttravel.com/city/edinburgh/walking-tour-details/history-of-medicine

12. 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

13. 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

14. #Keywords
Marketing Mix:
#Product
#Place
#Price
#Promotion
#Segmentation → #Community
#Message → #Comments
Source:http://www.youtube.com/watch?v=sR-qL7QdVZQ

15. 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.

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

17. Risk or price?
Source: http://www.youtube.com/watch?v=F4H5AosDk8s

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

19. Feeling welcome!
Source: http://www.youtube.com/watch?v=m9AKV6ppeh4

20. Free Hugs!
Source: http://www.youtube.com/watch?v=hN8CKwdosjE

21. Part II
Web marketing and social media marketing:
theories, strategies and a tool-kit
METHOD
● Framework analysis
● Keywords
● Collective storytelling

22. Task 2: social media strategy

23. 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/

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

25. content and data

26. User generated content

27. Two blogs (in ITA)
Link: http://www.robertamilano.com/web_marketing_turistico/
Link: http://www.bookingblog.com/

28. Useful tools
Klout: the standard of influence
Google Analytics

29. Valentina Bazzarin
Dep. Political and Social Sciences
Temporary researcher
Valentina.bazzarin@unibo.it
@vbazzarin
www.unibo.it