EscapeTravelCommunityManagementPortfolio

Assessment3

AMB330

Name:JeannineMeyerStudentNumber:n8098565

Tutor:TyraGunnisTutorial:P506A/Monday18:00-20:00

WordCount:1,447

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TableofContents1.0 Introduction…………………………………………………………………………….3

2.0 SocialMediaStrategy………………………………………………………………4

2.1 Objectives……………………………………………………………………….4

2.2 TheTargetAudience–TravelIntendersaged50andover……………4

2.3 MediaChannels………………………………………………………………4

2.4 ContentPillars…………………………………………………………………5

3.0 CampaignCalendar………………………………………………………………….6

3.1 CampaignReleaseScheduleJustification…………………………7

3.2 4-WeekCampaignCalendar…………………………………………….7

4.0 EscapeTravelContentCreation……………………………………………….8

4.1 FacebookPost…………………………………………………………………8

4.2 YouTubePost………………………………………………………………….9

4.3 WebsiteBlogPost…………………………………………………………..10

5.0 DigitalPortfolio………………………………………………………………………..15

6.0 References……………………………………………………………………………….16

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1.0 Introduction

Theemergenceofsocialmediatechnologyandthepopularityofsocialmediasitesstemfromasimplefactthathumanbeingsaresocialbynature.Inapurchasingcontext,socialmediacanhelpconsumersinbuyingdecisionmaking.Itisobservedthatmoreandmorecompaniesarebecomingactivelyinvolvedinsocialmediaforacceleratingorinfluencingconsumerbehaviour (Chien&Lien,2017).Thecharacteristicsofsenior travellershavebecomeanimportantresearchtopicbecauseofthelargemarketsizeanditspotentialforgrowth.Oldertravellersarenowbecomingamainstreamtourismsegmentandrepresentaconsiderablemarketforanybusiness(Komppula,R.,Pesonen,J.,&Riihinen,A.,2015). ConsumerInsight:

Oneof theearliestmarket segmentations studies found that three submarketswere identifiedusingclusteranalysis.The firstgroup, family travellers,enjoyedshorttripswithfamilymembersandpreferredtoreturntoadestinationratherthanvisitanewone.Thesecondgroup,activeresters,tookholidaysforspiritualand intellectual enrichment and to meet people and socialise, rest and relax,escapeeverydayroutine,engage inphysicalactivities,andvisithistoricalsights.Thethirdgroup,labeledtheolderset,preferredtakingall-inclusivepackagetoursandvisitingaresortsetting(Carter,W,R.,Horneman,L.,Ruys,H.,&Wei,S.2002).While in the past, we have regarded older people as being more technologyaversive,thereisanewtypeofseniortravelleremerging.Peoplewhoareretiringnowaremoreusedtoworkingwithcomputersandinteractingwithdifferentkindsof information and communication technologies, while some may even havetabletsandsmartphones(Komppula,R.,etal.,2015).Furthermore,olderInternetusers seek out travel and recreation options second to health-relatedmatters(Komppula,R.,etal.,2015)

ThesefindingsillustratehowessentialitisthatEscapeTravelexamineandimplementasocialmediastrategyinordertoeffectivelyreachtheirtargetdemographic.

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2.0 SocialMediaStrategy

2.1 Objectives

ThekeyobjectivesbehindEscapeTravel’ssocialmediastrategyareaimedatincreasingbrandawarenessandengagementwiththechosentargetsegmentwhileensuringEscapeTravel’suniquepromiseofdeliveringtailor-madeholidaysand instore interactionsareconsistentlyrecognised.TheobjectiveswillbecontrolledandmeasuredbyretrievingdataonadigitalplatformknownasHootsuite.Hootsuiteprovidestheirclientswithinsightintotrendsspecifictoademographic.Additionally,Hootsuiteoffersintuitiveanalyticswhichrevealhowtheyenter,shareandengagewithacompany’scampaignwhichconsequentlyallowsEscapeTraveltointegratetheirbrandintothelivesoftheirtargetdemographicandprospectivetravellers.

2.2 TargetAudience–Travelintendersaged50andoverEscapeTravel’stargetdemographicarepotentialtravellersaged50andover.Withinthissegmenthowever,aretwospecificgroupsoftravellers:Boomertravellers–aged(incl.35)45-54andseniortravellers–aged55andover.Additionally,accordingtoABS(2013),theagedistributionofAustralianresidentstravellingoverseashasbeenolder,withtheproportiontravellinginthe50-69yearsagegroupincreasingfrom26.1%in2002to28.9%in2012.Sensis(2016),conductedasocialmediareportwhichfound69%ofpeopleagedbetween50-64ownalaptop,63%ownasmartphoneand55%ownatablet.Lastly,55%ofpeopleaged65andoverownalaptop,62%ownadesktop,40%ownasmartphoneand43%ownatablet.Furthermore,over50%ofpeopleaged45andoveraccesstheInternetdailywithanaveragetotalof78%ofpeopleand38%agedbetween50-64visitsocialnetworkingsitesand20%agedover65.

2.3 MediaChannelsAsatypeof“newmedia,”the Internetcontainsall the informationthatwasavailablefromoldermediaandwhenused in conjunctionwithpersonalmediadevices suchassmartphonesandtablets,allowsconsumerstoobtaininformationanywhere,atanytime(Ahn,J.,Koo,Y.,Lee,J.,&Woo,J.2015).Currently,EscapeTravelhasavastlyfragmentedsocialmediastrategywithnoevidentfocus,however,highonlineengagementispresentwithinFacebook,YouTubeandInstagram.Inordertoeffectivelytargettheiraudience,EscapeTravel’ssocialmediacontentwillbedeliveredontwoofthethreeplatforms,aswellas theirwebsite in the formofablog.Aconsumer’schoiceofmediachannel forobtaining product information varies depending on the product category and theconsumer’spersonalcharacteristics.Companiescantakeadvantageofthesefactorstodevelopanappropriatemediamix(Ahn,J.,etal2015).

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2.4 ContentPillars

ConsumerscanperformanInternetsearchtoobtainnotonlybasicproductinformationbutalsoreportsofprevioususers’experienceswiththeproduct(Ahn,J.,etal2015).Thisindicates that social media serves as an effective medium and stage for enablingcollaborative communication between the users and the businesses (Dwivedi, Y.,Ilavarasan,P.,&Rathore,A.2015).Contentpillarsareanessentialpartofcreatingawell-establishedonlinepresencethatencompassthebrand’sidentityandproduct.ThreecontentpillarshavebeencreatedbasedontheinsightssurroundinghowthetargetaudienceusesocialmediaandEscapeTravel’smarketinganddigitalgoals.PlananEscape:Thiscontentpillarwillfocusontheexperiencestobehadwhiletravelling,whileengagingwiththeprospectivetravellerinaunique,captivatingandlivemanner.Itwillprovide insighttothetargetdemographicbyshowcasingculturaldestinationsandintriguingadventureswhileremindingconsumersofEscapeTravel’sexclusiveappeal–theeaseandabilityofgoinginstoreandspeakingtoatravelspecialist.ExperienceanEscape:This contentpillarwill concentrateondestinationsandwill bepresentintheinformationsearchstageoftheirconsumerdecisionmakingprocess.Thispillar will be building off Escape Travel’s current social media strategy as it will alsoprovideconsumerswithinsidertipssothattheycanexperiencedestinationslikealocal(EscapeTravel,2017).SharetheEscape:Thiscontentpillarwillencouragethetargetdemographictoengagemorewithonlineusers,preferablytargetingothersinthesameagebracket.Thispillarwillalsobuildoffanothersocialmediastrategycurrentlyinplace.The“Iwantto…”videosonFacebookandYouTubewillberedesignedandwillincludefootageoftripstolocationsdeemedidealtothechosendemographic.Thesevideoswillbehighlyshareableandwillprovideashortandeffectivebutimmediateexperiencefortheviewers.

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3.0 CampaignCalendar

3.1 CampaignScheduleJustification

Trends inholidayplanningand informationsearchhas foundthatGooglesearches for‘seniorsholiday’peaktowardthelateNovember–earlyDecemberperiod.However,asoutlinedbyGoogle,avalueof50meansthetermishalfpopular(Google,2017),indicatingthatthetargetdemographicinfact,searchatdifferentmonthsthroughouttheyear..

(Source:https://trends.google.com/trends/explore?date=today%2012-m&q=seniors%20holiday)ItisrecommendedthatEscapeTravel’ssocialmediastrategycampaignbeimplementedthroughoutthecourseof4weeks.ThisistocommenceinthelastweekofNovemberandconcludeinthelastweekofDecember.Facebookcontentwilbepostedtwiceaday,oneblogpostwillbeuploadedaweekandtwoweeklyvideoswillbeuploadedonYouTube.Associalmediaexposureisasignificantdriverofconsumerbehaviour(House,A.L.,Jiang,Y.,&Salois,M.2015),thisstrategywillmaximiseuserengagement.Postswillbemadeintheafternoonperiodasitisconsideredto be most ideal for optimal engagement (Hughes, 2016). Posts should be used inconjunctionwithsocialmediamanagementsoftware,suchasHootsuit,sothatonecanmonitoranalysticsandtweaktoadjustaudiences’evolvingpreferences.(Hughes,2016).

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Table1.CampaignCalendar

PlananEscapePillarExperienceanEscapePillarShareanEscapePillar

Week1

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Facebook 13:00,16:00

14:00,17:00

13:00,15:00

14:00,16:00

15:00,17:00

14:00,17:00

13:00,15:00

YouTube 16:00 15:00Blog 15:00 Week2

Facebook 15:00,17:00

13:00,15:00

14:00,17:00

15:00,17:00

13:00,16:00

13:00,16:00

14:00,16:00

YouTube 16:00 16:00 Blog 16:00Week3

Facebook 13:00,16:00

14:00,15:00

13:00,16:00

15:00,16:00

13:00,16:00

14:00,17:00

13:00,15:00

YouTube 16:00 16:00Blog 15:00 Week4

Facebook 14:00,16:00

13:00,15:00

13:00,16:00

14:00,16:00

13:00,15:00

14:00,16:00

13:00,16:00

YouTube 16:00 16:00 Blog 15:00

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4.0 EscapeTravelContentCreationThefollowingthreecontentexampleshavebeencreatedinaccordancewiththeShareanEscapecontentpillar.Thepostsareengagingandrelevanttotheproduct,targetaudienceandcontentpillar.

4.1FacebookPost

ThisFacebookpostdeliversinsightintoaforeigndestinationwhileprovidingviewerswithfootageandapersonalreviewofthehistoricalsite.Thisrelatesbacktotheconsumerinsightasthecontentisbeingdeliveredbyatravellerwhoiswithinthesecondandthirdidentifiedsubmarket,activerestersandthe‘olderset’,whoholidaytorestandrelax,visittohistoricalsites,escapeeverydayroutineandpreferall-inclusivepackagetours.(Asthevideocannotbeactivatedthroughprint,pleasevisitthefollowinglink:https://www.facebook.com/pg/EscapeTravelAU/posts/?ref=page_internal)Figure1.Facebookpost

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4.2YouTubeVideoThisYouTubevideohasbeencreatedusingaDrone,GoProandaniPhoneensuringacaptivating,creativeandeffectivestoryresemblingtheplacesonecanexperiencewhenholidayingwithyourfamily.Travllersover50treasurefamilyinteractionandinvolvementintheirholidays(Carter.W.R.,etal2002).Thisrelatesbacktotheconsumerinsightasthecontentcanbetargetedatthefirstidentifiedsubmarket,familytravellers,whoenjoytripswithfamilymembers.(Asthevideocannotbeactivatedthroughprint,pleasevisitthefollowinglink:https://www.youtube.com/watch?v=YgDrHxO7s2I)Figure2.YouTubevideo

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4.3EscapeTravelBlogPostTheblogdeliversanexperiencethroughabeautifulcreativeform,writing.Theimagesandtextmarrywellasthereaderisabletolinkwhattheyarereadingwithwhattheimagesportray.Thispostrelatesbacktotheconsumerinsightasthecontenttargetsthesecondandthirdsubmarkets.Figure3.Blogpost

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(Source:http://www.dodgyknees.com/greenland/2015/11/28/highlights-of-ethiopia)

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5.0 DigitalPortfoliohttps://jennmeyerblog.wordpress.com/(PleaseuseGoogleChrome)

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6.0 References

Ahn,Joongha.,Koo,Yoonmo.,Lee,Jongsu.,&Woo,JongRoul(2015).MediaChannelsandConsumerPurchasingDecisions.JournalofIndustrialManagement&DataSystems,115,1510-1528.doi:http://dx.doi.org/10.1108/IMDS-02-2015-0036AustralianBureauofStatistics.(2017).OverseasArrivalsandDepartures.Retrievedfrom:http://www.abs.gov.au/ausstats/abs@.nsf/Previousproducts/3401.0Feature%20Article1Dec%202012?opendocument&tabname=Summary&prodno=3401.0&issue=Dec%202012&num=&view=Carter,W,R.,Horneman,Louise.,Ruys,Hein.,&Wie,Sherrie(2002).ProfilingtheSeniorTraveller:AnAustralianPerspective.JournalofTravelResearch,41,23-37.doi:https://doi.org/10.1177/004728750204100104Chen,Chien-Wei.,&Lien,Nai-Hwa(2017).SocialMediaMarketingEffectiveness.AsiaPacificManagementReview,22,1029-3123.doi:https://doi-org.ezp01.library.qut.edu.au/10.1016/j.apmrv.2017.02.002Dwivedi,Yogesh.,Ilavarasan,V,P.,&Rathore,K,Ashish(2015).SocialMediaContentandProductCo-Creation:anemergingparadigm.JournalofEnterpriseInformationManagement,29,7-18.doi:10.1108/JEIM-06-2015-0047EscapeTravel.(2017).EscapeTravel.Retrievedfromhttp://www.escapetravel.com.au/House,A.Lisa.,Jiang,Yuan.,&Salois,Matthew(2015).MeasureofOnlineAdvertisingEffectivenessforMarketPenetration:TheCaseofOrangeJuiceConsumers.JournalofAgriculturalEconomics,63,435-448.doi:10.1111/cjag.12092Hughes,Brian(2016).HowtoOptimiseYourSocialMediaPostingFrequency.Retrivedfrom:https://socialmediaweek.org/blog/2016/03/optimize-social-media-time/Komppula,Raija.,Pesonen,Juho.,&Riihinen,Annina(2015).TypologyofSeniorTravellersasusersofTourismInformationTechnology.InformationTechnology&Tourism,15,233-252.doi:10.1007/s40558-015-0032-1

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Sensis(2017).SensisSocialMediaReport2016–HowAustralianPeopleandBusinessesareusingsocialmedia.Retrievedfrom:https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF