MumSpaceCasestudy

THE BRIEF

What Medina Apartment Hotels were looking for:

• A way to start in Social Media that was cost effective and would lead to long

term engagement

• Increase brand awareness Medina’s target audience in the leisure sector

• Measureable success

BEFORE WE BEGIN

Understand the role of Social Media in your organisation.

Social Media is a marketing function, however traditional marketing principles cannot be applied.

What we know:•Treat it like any Strategy, start with your end goal in mind•Content is King•Creativity is Key

A New Community

Identify an audience

Find their platform

Start initiative

MumSpace• 4,412 total fans• 2,500 monthly active users• 1,000+ interactions each month• 400 page views every day

THE IDEA

“MumSpace” A fun, honest and fun community that lets Mums share tips and funny

stories.

MumSpace is a place to share, purge, rant and chat

www.facebook.com/MumSpace

THE GAME PLAN

Now we need to:1. Set expectations2. Branding3. Current4. Relevant5. Engaging6. Sustainable7. Authentic8. Participate9. Enable Peer to Peer Conversations10.Advocacy (the holy grail)

THE CAMPAIGN - TACTICS

• Social Media Facebook used to start the conversation with mums

• Media Announcement Releases to travel industry, trade and consumer titles

• Promotions & Deals Launched through MumSpace, leading consumer

magazines, websites and blogs

• Partnership PR Work with Luckiest Productions for tour and promotion

partnership

•Facebook Advertising Build your audience

TACTICS

Luckiest Productions - David Campbell

TACTICS

Learn the language of your audience,

start the conversation

Communicate your key messages in this

language

TACTICS

ENGAGING

Facebook

ENGAGING

Australian Traveller Take 5

5. SUSTAINABLE: Low maintenance, self-moderating

PRESS COVERAGE

E-Travel Blackboard

PRESS COVERAGE

Travel Daily

PRESS COVERAGE

eGlobal Travel News

PRESS COVERAGE

The Sydney Morning Herald

RESULTS: Business Growth, Development + Profit

• Increased traffic to the Medina website,13% of page views now come through

Facebook

• Direct hotel reservations

• Over 25 pieces of press coverage in consumer and trade press

• Medina has an engaged audience for all future activity

Questions?

Contact: Kim McKayKim@klick.com.au

02 8353 7104