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Kim McKay Kim McKay Presentation Transcript

  •  
  • MumSpace Casestudy
  • 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:
    • Set expectations
    • Branding
    • Current
    • Relevant
    • Engaging
    • Sustainable
    • Authentic
    • Participate
    • Enable Peer to Peer Conversations
    • 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 McKay [email_address] 02 8353 7104