Escape Travel. Community Management Portfolio. Assessment 3 AMB330

Transcription

1 Escape Travel Community Management Portfolio Assessment 3 AMB330 Name: Jeannine Meyer Student Number: n Tutor: Tyra Gunnis Tutorial: P506A / Monday 18:00-20:00 Word Count: 1,447

2 Table of Contents 1.0 Introduction Social Media Strategy Objectives The Target Audience Travel Intenders aged 50 and over Media Channels Content Pillars Campaign Calendar Campaign Release Schedule Justification Week Campaign Calendar Escape Travel Content Creation Facebook Post YouTube Post Website Blog Post Digital Portfolio References. 16 2

3 1.0 Introduction The emergence of social media technology and the popularity of social media sites stem from a simple fact that human beings are social by nature. In a purchasing context, social media can help consumers in buying decision making. It is observed that more and more companies are becoming actively involved in social media for accelerating or influencing consumer behaviour (Chien & Lien, 2017). The characteristics of senior travellers have become an important research topic because of the large market size and its potential for growth. Older travellers are now becoming a mainstream tourism segment and represent a considerable market for any business (Komppula, R., Pesonen, J., & Riihinen, A., 2015). Consumer Insight: One of the earliest market segmentations studies found that three submarkets were identified using cluster analysis. The first group, family travellers, enjoyed short trips with family members and preferred to return to a destination rather than visit a new one. The second group, active resters, took holidays for spiritual and intellectual enrichment and to meet people and socialise, rest and relax, escape everyday routine, engage in physical activities, and visit historical sights. The third group, labeled the older set, preferred taking all-inclusive package tours and visiting a resort setting (Carter, W, R., Horneman, L., Ruys, H., & Wei, S. 2002). While in the past, we have regarded older people as being more technology aversive, there is a new type of senior traveller emerging. People who are retiring now are more used to working with computers and interacting with different kinds of information and communication technologies, while some may even have tablets and smart phones (Komppula, R., et al., 2015). Furthermore, older Internet users seek out travel and recreation options second to health-related matters (Komppula, R., et al., 2015) These findings illustrate how essential it is that Escape Travel examine and implement a social media strategy in order to effectively reach their target demographic. 3

4 2.0 Social Media Strategy 2.1 Objectives The key objectives behind Escape Travel s social media strategy are aimed at increasing brand awareness and engagement with the chosen target segment while ensuring Escape Travel s unique promise of delivering tailor-made holidays and instore interactions are consistently recognised. The objectives will be controlled and measured by retrieving data on a digital platform known as Hootsuite. Hootsuite provides their clients with insight into trends specific to a demographic. Additionally, Hootsuite offers intuitive analytics which reveal how they enter, share and engage with a company s campaign which consequently allows Escape Travel to integrate their brand into the lives of their target demographic and prospective travellers. 2.2 Target Audience Travel intenders aged 50 and over Escape Travel s target demographic are potential travellers aged 50 and over. Within this segment however, are two specific groups of travellers: Boomer travellers aged (incl. 35) and senior travellers aged 55 and over. Additionally, according to ABS (2013), the age distribution of Australian residents travelling overseas has been older, with the proportion travelling in the years age group increasing from 26.1% in 2002 to 28.9% in Sensis (2016), conducted a social media report which found 69% of people aged between own a laptop, 63% own a smartphone and 55% own a tablet. Lastly, 55% of people aged 65 and over own a laptop, 62% own a desktop, 40% own a smartphone and 43% own a tablet. Furthermore, over 50% of people aged 45 and over access the Internet daily with an average total of 78% of people and 38% aged between visit social networking sites and 20% aged over Media Channels As a type of new media, the Internet contains all the information that was available from older media and when used in conjunction with personal media devices such as smartphones and tablets, allows consumers to obtain information anywhere, at any time (Ahn, J., Koo, Y., Lee, J., & Woo, J. 2015). Currently, Escape Travel has a vastly fragmented social media strategy with no evident focus, however, high online engagement is present within Facebook, YouTube and Instagram. In order to effectively target their audience, Escape Travel s social media content will be delivered on two of the three platforms, as well as their website in the form of a blog. A consumer s choice of media channel for obtaining product information varies depending on the product category and the consumer s personal characteristics. Companies can take advantage of these factors to develop an appropriate media mix (Ahn, J., et al 2015). 4

5 2.4 Content Pillars Consumers can perform an Internet search to obtain not only basic product information but also reports of previous users experiences with the product (Ahn, J., et al 2015). This indicates that social media serves as an effective medium and stage for enabling collaborative communication between the users and the businesses (Dwivedi, Y., Ilavarasan, P., & Rathore, A. 2015). Content pillars are an essential part of creating a wellestablished online presence that encompass the brand s identity and product. Three content pillars have been created based on the insights surrounding how the target audience use social media and Escape Travel s marketing and digital goals. Plan an Escape: This content pillar will focus on the experiences to be had while travelling, while engaging with the prospective traveller in a unique, captivating and live manner. It will provide insight to the target demographic by showcasing cultural destinations and intriguing adventures while reminding consumers of Escape Travel s exclusive appeal the ease and ability of going in store and speaking to a travel specialist. Experience an Escape: This content pillar will concentrate on destinations and will be present in the information search stage of their consumer decision making process. This pillar will be building off Escape Travel s current social media strategy as it will also provide consumers with insider tips so that they can experience destinations like a local (Escape Travel, 2017). Share the Escape: This content pillar will encourage the target demographic to engage more with online users, preferably targeting others in the same age bracket. This pillar will also build off another social media strategy currently in place. The I want to videos on Facebook and YouTube will be redesigned and will include footage of trips to locations deemed ideal to the chosen demographic. These videos will be highly shareable and will provide a short and effective but immediate experience for the viewers. 5

6 3.0 Campaign Calendar 3.1 Campaign Schedule Justification Trends in holiday planning and information search has found that Google searches for seniors holiday peak toward the late November early December period. However, as outlined by Google, a value of 50 means the term is half popular (Google, 2017), indicating that the target demographic in fact, search at different months throughout the year.. (Source: It is recommended that Escape Travel s social media strategy campaign be implemented throughout the course of 4 weeks. This is to commence in the last week of November and conclude in the last week of December. Facebook content wil be posted twice a day, one blog post will be uploaded a week and two weekly videos will be uploaded on YouTube. As social media exposure is a significant driver of consumer behaviour (House, A. L., Jiang, Y., & Salois, M. 2015), this strategy will maximise user engagement. Posts will be made in the afternoon period as it is considered to be most ideal for optimal engagement (Hughes, 2016). Posts should be used in conjunction with social media management software, such as Hootsuit, so that one can monitor analystics and tweak to adjust audiences evolving preferences. (Hughes, 2016). 6

7 Table 1. Campaign Calendar Sunday Monday Tuesday Wednesday Thursday Friday Saturday Week 1 Facebook 17:00 15:00 15:00, 17:00 17:00 15:00 YouTube 15:00 Blog 15:00 Week 2 Facebook 15:00, 17:00 15:00 17:00 15:00, 17:00 YouTube Blog Week 3 Facebook 15:00 15:00, 17:00 15:00 YouTube Blog 15:00 Week 4 Facebook 15:00 15:00 YouTube Blog 15:00 Plan an Escape Pillar Experience an Escape Pillar Share an Escape Pillar 7

8 4.0 Escape Travel Content Creation The following three content examples have been created in accordance with the Share an Escape content pillar. The posts are engaging and relevant to the product, target audience and content pillar. 4.1 Facebook Post This Facebook post delivers insight into a foreign destination while providing viewers with footage and a personal review of the historical site. This relates back to the consumer insight as the content is being delivered by a traveller who is within the second and third identified submarket, active resters and the older set, who holiday to rest and relax, visit to historical sites, escape everyday routine and prefer all-inclusive package tours. (As the video can not be activated through print, please visit the following link: ) Figure 1. Facebook post 8

9 4.2 YouTube Video This YouTube video has been created using a Drone, GoPro and an iphone ensuring a captivating, creative and effective story resembling the places one can experience when holidaying with your family. Travllers over 50 treasure family interaction and involvement in their holidays (Carter. W. R., et al 2002). This relates back to the consumer insight as the content can be targeted at the first identified submarket, family travellers, who enjoy trips with family members. (As the video can not be activated through print, please visit the following link: ) Figure 2. YouTube video 9

10 4.3 Escape Travel Blog Post The blog delivers an experience through a beautiful creative form, writing. The images and text marry well as the reader is able to link what they are reading with what the images portray. This post relates back to the consumer insight as the content targets the second and third submarkets. Figure 3. Blog post 10

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15 5.0 Digital Portfolio (Please use Google Chrome) 15

16 6.0 References Ahn, Joongha., Koo, Yoonmo., Lee, Jongsu., & Woo, JongRoul (2015). Media Channels and Consumer Purchasing Decisions. Journal of Industrial Management & Data Systems, 115, doi: Australian Bureau of Statistics. (2017). Overseas Arrivals and Departures. Retrieved from: 1Dec%202012?opendocument&tabname=Summary&prodno=3401.0&issue=Dec% &num=&view= Carter, W, R., Horneman, Louise., Ruys, Hein., & Wie, Sherrie (2002). Profiling the Senior Traveller: An Australian Perspective. Journal of Travel Research, 41, doi: Chen, Chien-Wei., & Lien, Nai-Hwa (2017). Social Media Marketing Effectiveness. Asia Pacific Management Review, 22, doi: Dwivedi, Yogesh., Ilavarasan, V, P., & Rathore, K, Ashish (2015). Social Media Content and Product Co-Creation: an emerging paradigm. Journal of Enterprise Information Management, 29, doi: /JEIM Escape Travel. (2017). Escape Travel. Retrieved from House, A. Lisa., Jiang, Yuan., & Salois, Matthew (2015). Measure of Online Advertising Effectiveness for Market Penetration: The Case of Orange Juice Consumers. Journal of Agricultural Economics, 63, doi: /cjag Hughes, Brian (2016). How to Optimise Your Social Media Posting Frequency. Retrived from: Komppula, Raija., Pesonen, Juho., & Riihinen, Annina (2015). Typology of Senior Travellers as users of Tourism Information Technology. Information Technology & Tourism, 15, doi: /s

17 Sensis (2017). Sensis Social Media Report 2016 How Australian People and Businesses are using social media. Retrieved from: DF 17