Transcript Silja Line´s 1000 Product Developers

Online marketing & brand
management
28.4.2011 Henrik Hahtovirta
Agenda:
• Company presentation
• Travel industry compared to other industries
• Tallink Siljan online marketing
• Tallink Silja – online marketing media mix
• Case example ”1000 Product developers”
Tallink Silja Oy
• Tallink Silja Oy (part of Tallink Grupp)
• The leading provider of leisure travel and sea
transportation on Baltic Sea
• 19 vessels, over 8,4 million passengers per year, over
500 000 loyal customers
• We want to offer enjoyable travel experiences that
exceed customer's expectations and make them want to
return.  customer-oriented product development
Online marketing in travel industries
– Consumer behavior and ”purchase process”: seek
information, exposure for marketing and booking
trips has become normal praxis
– Seeking for information and sharing experiences
– Purchase decision making and booking possible
online
– Advertiser’s web service and presence is essential
Marketing channels
• Own channels
– www -sites
– Brochures
– Direkt marketing
• Purchased channels
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–
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–
–
TV
Radio
Outdoor
Newspapers and magazines
Internet
• Earned channels
– Social media
Tallink Silja online marketing
• Search engine activities
– SEM & SEO (Marketing and optimization)
• Display marketing
– In online medias (e.g. www.iltalehti.fi) and affiliates
• E-mail marketing
– Club One News, Silja Mail, Tallink Mail
• Social media
– e.g. Facebook, Product development portal
• Sponsored content
– E.g. together with editorial content
Role of online marketing
• Complement and support marketing in general
– Support the brand, create awareness, generate
competitive advantages, generate sales etc.
• Generate sales
• All online marketing activities has its own specific
role depending on the qualities (display, SEM, e-mail,
SOME etc.)
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–
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Tactical /generate sakes
Brand
Customer relationship
Information / purchase process
SEM
E-mail marketing
Display marketing –”tactical”
Online media marketing
• Display
• Online video
• Content sponsorship
SOME (e.g. Facebook)
Facebook statistics
• More than 500 million active users
• 50% of our active users log on to Facebook in any
given day
• Average user has 130 friends
• Total Facebook users in Finland:1 934 900
• Penetration of population:36.82%
• Penetration of online pop.:43.18%
(Source: http://www.facebook.com/press/info.php?statistics
http://www.socialbakers.com/facebook-statistics/finland)
Social media for marketing
• Some general guidelines to consider
– Consider industry norms
– Consider brands norms (e.g. official, friendly, cool)
– Consider purpose & objectives of presence in
social media
– Consider the content and activities from customer
and consumer point f view
• Relevant, right timing, entertaining, value generating
-> A traditional SWAT analysis could be applied
Objectives
• Long term objectives:
– Support B2C-sales and marketing
– Reach and engage challenging segments (e.g. young in
capital area) effectively in a natural environment for them
– Create a positive brand image for both Tallink and Silja
Line
• Short term objectives:
– Generate sales through e.g. last minute offers exclusively
for Facebook fans
– Increase amount of fans and hence gain new contacts for
future campaigns
Content
• Updates in Finnish for Finnish market
• Communication mainly as status updates, its
possible to comment the updates
• Guideline for communication ”relaxed, funny and
not too serious” compared to other communication
guide lines
• Weekly status updates, marketing team manages the
content and updates.
• Additional content to status updates (e.g. pictures,
videos, links to Youtube, advertising materials)
• Competitions, lotteries and Facebook campaigns
Social media for marketing
• Some general guidelines to consider
– Consider industry norms
– Consider brands norms (e.g. official, friendly, cool)
– Consider purpose & objectives of presence in
social media
– Consider the content and activities from customer
and consumer point f view
• Relevant, right timing, entertaining, value generating
-> A traditional SWAT analysis could be applied
Case
Consumer Involvement in Product
Development
Case Silja Line´s 1000 Product Developers
Background
 Campaign idea was created in spring 2009
 To ”recruite” 1000 Product Developers for Silja Line among
the Finnish consumers
 Campaign goals
 Product development perspective: to get direct
information from the consumers about the current cruise
experience and how to develop it
 Marketing perspective: to get Silja Line brand closer to
consumers mind by doing something totally different (to
make an action instead of just stating). In addition to
increase positiveness towards the brand
Silja Line´s 1000 Product Developers
Preparation phase
Phase 1:
Recruiting 17.8 - 6.9.2009
Club One
Recruitment
Public
Recruitment
Phase 2:
Implementation 7.9 – 15.11.2009
Selecting the
Product
Developers
Thanking those
consumers that
were not
selected
Product
developers
have the cruise
experience
Phase3:
Collecting the
data and
analyzing it by
31 December
Collecting the
data and
analyzing it
Phase 4:
Utilizing the data
from 2010 
Further actions
Silja Line´s 1000 Product Developers
Preparation phase: Internal marketing very important!
 To get the own personnel highly committed to the campaign is very important
for the success of the campaign
 Concrete actions to increase the staff commitment
 Informing comprehensively and enough early about the coming campaign
and it´s main content
 Recruiting staff members to campaign marketing materials (tv-spots,
print)
Silja Line´s 1000 Product Developers
 Club One (loyal customer)
recruiting 17.8 – 6.9.2009
1000 club one members were selected
 Club One (loyal customer)
recruiting channels
Club One Magazine
Club One Newsletter
Silja Line´s 1000 Product Developers
 Public recruiting 24.8 – 6.9.2009
1000 Finnish consumers were
selected so that they represent
Finland (by age, gender, home town,
travel companion)
 Public recruiting was the most
visible part of the campaign
Tv-clips, newspapers, web, Facebook,
newsletters
Silja Line´s 1000 Product Developers
Preparation phase
Phase 1:
Recruiting 17.8 - 6.9.2009
Club One
Recruitment
Public
Recruitment
Phase 2:
Implementation 7.9 – 15.11.2009
Selecting the
Product
Developers
Thanking those
consumers that
were not
selected
Product
developers
meet the cruise
experience
Phase3:
Collecting the
data and
analyzing it by
31 December
Collecting the
data and
analyzing it
Phase 4:
Utilizing the data
from 2010 
Further actions
Silja Line´s 1000 Product Developers
 People who were interested to participate could leave their
application through the campaing website www.silja.fi/tuhat
 All together 56 671 application through campaign web site. From them
59% were Club One members and 41% non-Club One members.
 During the campaign period (17.8 – 6.9 = three weeks) 74 880 visits on campaign
site. 65 709 unique visitors.
 Average time spent on the website was 4 min 28 s, all together almost 6000 hours
were spent on the site.
 Campaign got very much interest and showed that people are interested to
participate product development.
Silja Line´s 1000 Product Developers
 Research company Taloustutkimus selected 1000 people who represented Finland
and other 1000 people who represented the loyal guest program (Club One).
 The people who were selected as Product Developers received an email about
their selection. Also all the people who were not selected received an email.
 The selected Product Developers travelled in all four Silja Line branded vessels
during autumn 2009 (Helsinki-Stockholm / Turku-Stockholm –lines).
Silja Line´s 1000 Product Developers
Preparation phase
Phase 1:
Recruiting 17.8 - 6.9.2009
Club One
Recruitment
Public
Recruitment
Phase 2:
Implementation 7.9 – 15.11.2009
Selecting the
Product
Developers
Thanking those
consumers that
were not
selected
Product
developers
meet the cruise
experience
Phase3:
Collecting the
data and
analyzing it by
31 December
Collecting the
data and
analyzing it
Phase 4:
Utilizing the data
from 2010 
Further actions
Silja Line´s 1000 Product Developers
 After the cruise, the Product Developers received an email where they were
thanked for making the cruise and asked to fill in a web questionnaire.
 The questionnaire covered widely the cruise experience and its elements
(arrival, cabins, entertainment, food & beverage, clealiness, info desk
services, shopping and service in general).
In the end there was also a question about ”a dream cruise”
 The data was analyzed by Taloustutkimus by end of 2009.
Silja Line´s 1000 Product Developers
Preparation phase
Phase 1:
Recruiting 17.8 - 6.9.2009
Club One
Recruitment
Public
Recruitment
Phase 2:
Implementation 7.9 – 15.11.2009
Selecting the
Product
Developers
Thanking those
consumers that
were not
selected
Product
developers
meet the cruise
experience
Phase3:
Collecting the
data and
analyzing it by
31 December
Collecting the
data and
analyzing it
Phase 4:
Utilizing the data
from 2010 
Further actions
Silja Line´s 1000 Product Developers
RESULTS
The most important factor in cruise experience satisfaction is
service.
Other factors (after service) in priority order






Cleanliness
Food & beverage
Shopping
Cabins
Arrival
Entertainment
 Destination / info services
Silja Line´s 1000 Product Developers
RESULTS
 82% very satisfied or satisfied with the overall cruise experience
 88% would use Silja Line services again
 79% would recommend Silja Line to friends and relatives
 240 pages (A4) open comments and ideas
Silja Line´s 1000 Product Developers
INTERNAL PROCESS
 Internal processing of new ideas/
suggestions/comments include
representative from sales, marketing,
product development and ships.
Sales &
Marketing
Ships
Product
Development
Product Developers website opened in spring 2010.
Forum where consumers can follow
our product development through blog.
Silja Line´s 1000 Product Developers
EXAMPLES OF DEVELOPMENT PROJECTS




All inclusive -package
Single cruises
”New ships on old routes” -weeks
New entertainment concepts like ”Silja Comedy Club”,
”Live@Promenade”
 Cruise program update
 Changes in smoking areas on-board
 More examples on www.silja.fi/tuotekehittajat
Silja Line´s 1000 Product Developers
STATUS TODAY
 Product Developers were invited before Christmas season to test Silja
Line´s Christmas season cruises
 results of test cruises will be published by end of January
 In the coming months invitation out to test Silja Line´s spring theme
”New York”
 ”Product Developer breakfast” –concept under work
Silja Line´s 1000 Product Developers
FINALLY
 Campaign was a success in every way
 Developing customer experience is an on-going –process
 Most importantly our product development processes have became
more customer-oriented
Silja Line´s 1000 Product Developers
RECOGNITIONS
 Winner of the Finnish Quality Innovation prize in 2010
 Case study in User Involvement in Service Innovations - research
by Tampere University/TEKES/VTT
 Ministery of Labour in Finland highlighted the concept as an innovative
case example on their website
Thank you!