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Online Marketing at Global Premier Villas

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Presentation by Global Premier Villas assessing the effectiveness of our online marketing strategy.

Presentation by Global Premier Villas assessing the effectiveness of our online marketing strategy.

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  • Transcript

    • 1. Strategy
    • 2. Strategy Different type of holiday promoted each week.
    • 3. Strategy Different type of holiday promoted each week. These targeted holidays included; Student Holidays Golf Holidays Skiing Holidays Cultural Holidays Florida Holidays Chill out Holidays
    • 4. Strategy Different type of holiday promoted each week. These targeted holidays included; Student Holidays Golf Holidays Skiing Holidays Cultural Holidays Florida Holidays Chill out Holidays Timings based on major events and school holidays.
    • 5. Fan 143 Fans Global Campaign
    • 6. Fan 143 Fans Global Campaign Hugely Successful launch week.
    • 7. Role of Faceboo
    • 8. Role of Faceboo Central to campaign
    • 9. Role of Faceboo Central to campaign Blog, Twitter, and You Tube Channels linked to site via RSS.
    • 10. Facebook Posts
    • 11. Facebook Posts Designed to Inform and Entice Fans.
    • 12. Facebook Posts Designed to Inform and Entice Fans. Direct Link
    • 13. Facebook Posts Designed to Inform and Entice Fans. Direct Link Stunning Photos
    • 14. Inform and Enga Relevant Information and Discussion Posts to Engage with Customers.
    • 15. Inform and Enga Relevant Information and Discussion Posts to Engage with Customers. What to wear on holiday?
    • 16. Fan Interacti
    • 17. Facebook Evaluation Fantastic Response
    • 18. Facebook Evaluation Fantastic Response Most successful in terms of subscribers.
    • 19. Facebook Evaluation Fantastic Response Most successful in terms of subscribers. Student week most popular with over 500 views.
    • 20. Key Statistic 7 videos 400 views Subscriptions & Friends
    • 21. Video View YouTube Video Views (As of 9th May 2010) 130.0 97.5 65.0 32.5 0 Intro Student Skiing Skiing Bonus Florida Culture Golf
    • 22. Blog
    • 23. Key 6 blogs 47 views in total Linked in with Twitter
    • 24. Twitter Strate
    • 25. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel.
    • 26. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel. Followed people of parallel interest.
    • 27. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel. Followed people of parallel interest. Attempted to engage with likeminded Twitterers by joining travel related lists.
    • 28. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel. Followed people of parallel interest. Attempted to engage with likeminded Twitterers by joining travel related lists. Tweeted about latest offers, holiday ideas and generic travel information.
    • 29. Twitter Evaluati
    • 30. Twitter Evaluati Twitter Rank of 51/100 (using ‘Twitter Grader’)
    • 31. Twitter Evaluati Twitter Rank of 51/100 (using ‘Twitter Grader’) Struggled to acquire adequate followers.
    • 32. Twitter Evaluati Twitter Rank of 51/100 (using ‘Twitter Grader’) Struggled to acquire adequate followers. Engagement over advertisements.
    • 33. Analytics
    • 34. Method
    • 35. Method Assess the performance of social media initiatives.
    • 36. Method Assess the performance of social media initiatives. Aligning our strategies to Business Objectives.
    • 37. Method Assess the performance of social media initiatives. Aligning our strategies to Business Objectives. Google Analytics
    • 38. Method Assess the performance of social media initiatives. Aligning our strategies to Business Objectives. Google Analytics Rich Data on ‘Page views’ ‘No. of visits
    • 39. Benchmarks
    • 40. Regression Model
    • 41. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site
    • 42. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links
    • 43. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable
    • 44. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable Holding the other variables constant
    • 45. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable Holding the other variables constant The Model:
    • 46. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable Holding the other variables constant The Model:
    • 47. Results
    • 48. Interpretatio A 1% increase in ‘Facebook’ views lead to a 14.6% increase in GPV Page Views. A 1% increase in ‘YouTube’ views lead to a 8.6% increase in GPV Page Views. A 1% increase in ‘Search Engine’ views lead to a 99% increase in GPV Page Views.
    • 49. Project Evaluation Given the data limitations, results suggest a positive impact of Social Media Initiatives Leads to significant increase in page views Greater awareness Translates to greater revenue opportunities
    • 50. Project Evaluation Most Effective: YouTube Facebook Ad-ology (2009) Rubicon (2008) Nielson’s 1:9:90 rule Least Effective: Twitter Blogging Limitations: Distance to Properties
    • 51. Future
    • 52. Future Targeting (Meadows, 2008) iPhone App or ‘Lite Site’ Platform Created for Progression
    • 53. International Venture
    • 54. References Twitter Grader (2009) [Online]. Available at: http://twitter.grader.com/ [Accessed 10 May 2010] Rubicon (2008) Online Communities and Their Impact on Business: Ignore at Your Peril Ad-ology Survey, US, 11/09 Meadows, S. (2008) Who are tomorrow’s customers and how will I serve them? Jam IP Ted Schadler (2008) Media and Marketing Online Survey North American Technographics Unknown Author (2010) A World of Connections – A Special Report on Social Networking. The Economist (January 30th)

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