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Social Media Strategy - Mewe

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This is my assignment for the course "Create a great Social Media Strategy" by Julian Cole, Digital Strategy Director at BBH NY. Any comments and recommendation are very well appreciated. Especially ...

This is my assignment for the course "Create a great Social Media Strategy" by Julian Cole, Digital Strategy Director at BBH NY. Any comments and recommendation are very well appreciated. Especially when it comes to the question: what can you get for 12K$?

PS: Unfortunately Slideshare erased my wonderful blue background...

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    Social Media Strategy - Mewe Social Media Strategy - Mewe Presentation Transcript

    • SOCIAL MEDIA STRATEGY Skillshare  Assignment  „Crea2ng  a  great  Social  Media  Strategy“  by  Julian  Cole   Liane  Siebenhaar  @L7H  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • VOLUNTOURISM IS 1.ON THE RISE.The  number  of  people  interested  in  voluntourism  con2nues  to  climb.  Every  second  American  would  consider  it  for  their  next  vaca2on.  There  are  more  than  8,000  monthly  Google  search  queries  from  US-­‐  Americans  for  “volunteer  travel”.   Picture:  HerrWick,  Flickr  Source:  Interna2onal  Voluntourism  Guidelines,  2012,  Google  Trends  „Voluntourism“,  Google  Adwords  “Volunteer  travel“.  
    • SELECTING IS A 1.JUNGLE.As  a  result  there  are  thousands  of  voluntourism  offers.      But  also  many  ques2ons:  Which  offers  are  trustworthy?  Which  organiza2on  is  really  fair?  How  old  do  I  have  to  be?  What  should  a  package  cost?  How  can  I  fundraise  money?  Source:  Google  Search,  667,000  results  within  30  seconds  for  „voluntourism“,  176,000,000  for  „volunteer  travel“,  Quora.com  
    • MEWE HELPS 1.SELECTING.That’s  where  Mewe  comes  in.  It  is  the  first  voluntourism  comparison  site  that  helps  purpose-­‐driven  travelers  to  find  their  ideal  package  and  enables  them  to  crowdfund  for  their  selected  cause.   Picture:  B  Tal,  Flickr  
    • THE TASK: CREATE A 1.LAUNCH CAMPAIGN.Mewe  has  been  accepted  to  Startup  Chile  and  will  be  developed  in  6  months.  A  launch  campaign  star2ng  in  June  has  to  create  awareness  and  interest  for  the  new  service.  Goal:  become  the  first  stop  when  it  comes  to  voluntourism.    Concrete:  5,000  monthly  website   Picture:  Hoong  Wei  Long,  Flickr  visitors,  20,000  Facebook  page  likes  &  1,000  conversions  un2l  12/2013.      Budget:  US$  12,000.    
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • „Volunteer  Travel“    WE TALK TO PURPOSE 18,100  searches  per  month  worldwide   1.DRIVEN TRAVELERS.We  focus  on  North  Americans  who   1,900  seek  an  experience  that  also   3,600  posi2vely  affects  the  host  culture   8,100  abroad.  They  want  to  give  back,  do  something  meaningful  for  others  and  feel  helpful.       2,400  Their  favourite  volunteer  ac2vi2es  are  educa2on  or  cultural  development  (23%),  health  and  nutri2on  improvement  (18%),  infrastructure  (14%)  and  environmental  assistance  (12%).       8,100  searches  per  month   3,600  searches  per  month    Source:  University  of  California  San  Diego,  2009,  Voluntourism  is  on  the  Rise,  2007,  Google  Trends  and  Adwords  in  2012.  
    • THERE ARE TWO MAJOR SUBGROUPS: 1. A) Active Student Groups (80%) B) Bored Empty Nesters (20%) 18-­‐24  years  old.  Time  to  travel.  Grew  up  with   40-­‐65  years  old.  Have  worked  their  whole  lifes.  Have  awareness  for  responsibility.  Encouraged  through  peers   enough  2me  and  money  to  travel.  Are  bored  of  usual  or  parents.  Voluntourism  is  also  beneficial  for  their  CV.   cruises  and  resorts.  Feel  it’s  2me  to  give  back.     Source:  University  of  California  San  Diego,  2009,  Voluntourism  is  on  the  Rise,  2007,  Facebook,  Topsy  2012  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • IT‘S A PEER DRIVEN 1.CUSTOMER JOURNEY.When  planning  a  vaca2on  peers  have  the  greatest  influence.  While  tradi2onal  media  appear  to  be  waning,  peer  review  travel  sites  con2nue  to  be  a  dominant  influence  on  travel  decision.      And  Social  Media  has  become  twice  as  important  as  a  source  of  informa2on  for  eco-­‐travelers.     Picture:Garren  Gill,  Flickr;    Source:  CMI  Green  Study,  2011  
    • SOCIAL MEDIA HAS A HUGE INFLUENCE. 1. Flickr:  NASA  Goddard  Photo  &  Video   Flickr:  lululemon  athle2cs   Flickr:  JoshJanssen   Flickr:  Garren  Gill   Flickr:  Ohhektor   AWARENESS CONSIDERATION PREFERENCE PURCHASE RETENTION86%  are  gepng  aware  of   52%  use  search  engines,   50%  take  peer  reviews   The  majority  of  travelers,   Arer  and  before  the  next   voluntourism  by  peers.   82%  research  on  websites.   from  Lonely  Planet  or   70%,  book  holiday   trip  39%  would  talk  to  21%  come  from  print,  5%   12%  use  social  media  as   Tripadvisor  into  account   packages  online.  Travel   other  volunteers  in  order   from  TV  &  radio.   voluntourism  info  source.   before  they  book.   agents  are  also  used.   to  get  recommenda2ons.   Source:  CMI  Green  Study,  2011,  Google  Consumer  Barometer,  2012,  Int.  Voluntourism  Guidelines,  2012.  
    • GOOGLE, FACEBOOK & YOUTUBE ARE KEY. 1. GOOGLE FACEBOOK YOUTUBE TWITTER G+ PINTEREST TRIPADVISOR INSTAGRAM LONELYPLANET Search   Social  Stories   Videos   News  Channel   G+  Hangouts   Pinboards   Travel  Review   Photo  Mapping   Travel  Review   UNIQUE VISITORS/MONTH (USA) 170M   163M   160M   43M   31M   27M   14M   13M   925K   MEWE PRIORITY CHANNELS TO CREATE AWARENESS HIGH   HIGH   HIGH   Google  Search,  Facebook  and  Youtube  have  the  highest  reach  and  thus  the  SEO/SEM   Stories  &  Ads   Videos  &  Ads   biggest  poten2al  to  create  broad  awareness  for  the  new  service  „Mewe“.     Source:  Compete  2012  
    • OUR CHANCE: REACH 1.THROUGH FACEBOOK.There  is  a  big  chance  to  create  awareness  and  relevance  through  a  range  of  Social  Media  channels.      With  a  limited  budget  we  have  to  focus  on  the  ones  with  the  highest  reach:  Facebook  &  YouTube.  With  versa2le  applica2ons  we  can  use  Facebook  as  our  core  Social  Media  marke2ng  tool  and  YouTube  as  an  informa2ve  video  player.      Source:  Compete  2012  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • THE CATEGORY:FUN OR FACTS.Most  players  in  the  market  use  Social  Media  with  a  focus  on  Facebook.      The  big  players  focus  on  traveler   2.benefits:  the  fun  experience  abroad  and  discovering  a  new  culture.    The  smaller  ones  are  more  factual  and  focus  on  their  product:  volunteer  projects.  And  show   Source:  Facebook  communi2es  in  need.  
    • Organiza2on  with  own  programms.   CROSSCULTURALSOLUTIONS.ORG Wording:  explore,  discover,  learn.     BOUGHT EARNED OWNEDTEXT ADS: 630 AND BANNERS: 52 FACEBOOK: 22,073 LIKES WEBSITE: 53,117 UNIQUE VISTORS/MONTH 2. TWITTER: 4,552 FOLLOWERS YOUTUBE: 107,000 VIEWS PINTEREST/INSTAGRAM: 158 EACH Source:  Compete  2012,  Mixrank.com  2012,  Facebook,  Twiner,  Youtube,  Google  Plus,  2012.  
    • Travel  Search  Engine  for  meaningful  travel.  Subcategory:  Volunteer  Travel.  GOABROAD.COM Focus:  students,  fun  and  discovery.  Facebook:  Traveler  perspec2ves.   BOUGHT EARNED OWNED FACEBOOK: 40,876 LIKES WEBSITE: 50,971 UNIQUE VISTORS/MONTH 2. TWITTER: 18722 FOLLOWERS YOUTUBE: 2989 VIEWS G+: 476 CIRCLEDSource:  Compete  2012,  Mixrank.com  2012,  Facebook,  Twiner,  Youtube,  Google  Plus,  2012.  
    • GVIUSA.COM Organiza2on  with  own  programms.  Pure  &  simple  design   with  focus  on  landscape  discovery  &  project  progress.   BOUGHT EARNED OWNED TEXT ADS: 357 FACEBOOK: 49,500 LIKES WEBSITE: 12,104 UNIQUE VISTORS/MONTH 2. TWITTER: 2,200 FOLLOWERS YOUTUBE: 29,660 VIEWSSource:  Compete  2012,  Mixrank.com  2012,  Facebook,  Twiner,  Youtube,  Google  Plus,  2012.  
    • GLOBALVOLUNTEERS.ORG Organiza2on  with  own  programs.   Facebook  content:  volunteer  stories.   BOUGHT EARNED OWNED TEXT ADS: 10 FACEBOOK: 5,845 LIKES WEBSITE: 10,500 UNIQUE VISTORS/MONTH 2. TWITTER: 1,120 FOLLOWERS YOUTUBE: 52,300 VIEWS EXPERIENCE BLGOSSource:  Compete  2012,  Mixrank.com  2012,  Facebook,  Twiner,  Youtube,  Google  Plus,  2012.  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • THE GAP: MAKING AREAL DIFFERENCE.There  is  much  cri2cism  around  voluntourism.  The  ques2on  many  people  (and  Louis  C.K.)  have:  Do  voluntourists  really  make  a  difference?     2.  Maybe  that’s  why  70%  state  they  would  look  for  fundraising  opportuni2es  in  prepara2on  for  their  next  trip.  Source:  University  of  California  San  Diego,  2009,  H.O.P.E.  was  here,  Documenta2on  by  Mark  Denega.   H.O.P.E. was here. Documentation by Mark Denega.  
    • MEWE‘S GIVES ANANSWER.With  its  comparison  and  fundraising  func2on  Mewe  facilitates  finding  and  suppor2ng  a  meaningful  project.     2.Therefore  our  proposi2on  is:    Mewe  makes  finding  &  suppor2ng  a  meaningful  project  easy.         Picture:  VinothChandar,  Flickr;    The  takeout  of  our  campaign:    If  I  want  a  holiday  that  maners  my  first  stop  is  mewe.is.    
    • THE CAMPAIGN IDEA:MAKE BREAK 2013.Our  idea  is  to  ini2ate  a  social  crowdfunding  challenge  to  demonstrate  that  Mewe  facilitates  suppor2ng  a  meaningful  project.      We  call  it  “Make  Break  2013  –  a  Summer  Break  that  maners.”      The  crowdfunding  champion  wins  a  volunteer  trip  abroad.  Via  www.mewe.is  of  course.  Note:  This  is  a  placeholder  campaign  that  was  made  up  to  create  a  communica2on  framework.  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • MAKE BREAK 2013 HAS THREE PHASES: PHASE  1   PHASE  2   PHASE  2   ANNOUNCEMENT CROWDFUNDING CHALLENGE DOCUMENTATION MESSAGING   It’s  MAKE  BREAK  2013.  Start     Win  the  MAKE  BREAK  2013   We  made  a  difference  with  making  a  difference  with  the  crowd-­‐ crowdfunding  challenge  and  a  one   MAKE  BREAK  2013.  When  is   funding  challenge  by  Mewe.is.   week  volunteer  trip  abroad.   your  next  MAKE  BREAK?         CREATIVE •  SEO/SEM   •  SEO/SEM   •  SEO/SEM   •  PR  Online  &  Offline  +  Blogs   •  PR  Online  &  Offline  +  Blogs   •  PR  Online  &  Offline  +  Blogs   •  Facebook  Page  Announcement   •  Facebook  Updates  of  Challenge   •  Facebook  Winner,  Trip  Update   •  Posters  at  selected  Unis   •  Challenge  on  Facebook/Mewe   •  Documenta2on  on  FB  and  YT   3. •  Targeted  Facebook  Ads   •  Crowdfund  Champion  of  the  week   •  Mailing  to  Par2cipants   •  Mailing   FB/Mewe   •  Website  Info  Page  
    • PHASE 1: ANNOUNCEMENT (JUNE) It’s  MAKE  BREAK  2013.  Start  making  a  difference  with  the  crowdfunding  challenge  by  Mewe.is.     MAKE  BREAK  2013   ON  FACEBOOK  PR  in  magazines  &  local  news   Facebook  Ads  &  Announcement   AND  MEWE.IS   Travel  blogger  outreach   Mailings/Newslener   3. Posters  at  selected  Unis   Website  Info  Page   SEM/SEO  
    • PHASE 2: CROWDFUNDING CHALLENGE (JULY) Win  the  MAKE  BREAK  2013  challenge  and  a  one  week  volunteer  trip  abroad.     MAKE  BREAK  2013   ON  FACEBOOK  PR  in  magazines  &  local  news   AND  MEWE.IS   Social  Fundraising   Travel  blogger  outreach   3. FB  Updates  &  Crowdfund   champion  of  the  week   SEM/SEO  
    • PHASE 3: DOCUMENTATION (END AUGUST) We  made  a  difference  with  MAKE  BREAK  2013.  When  is  your  next  MAKE  BREAK?   MAKE  BREAK  2013   ON  FACEBOOK   PR  in  magazines  &  local  news   AND  MEWE.IS   Documenta2on  on  FB,   YouTube.   Travel  blogger  outreach   3. Mailings  to  Par2cipants  FB  Updates  &  Winner  Announcement   SEM/SEO  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • MAKE BREAK 2013 - ROADMAP PHASE  1  -­‐  ANNOUNCEMENT   PHASE  2  –  FUNDRAISER  CHALLENGE   PHASE  3  -­‐  DOCUMENTATION   JUNE JULY AUGUST CAMPAIGN  ELEMENTS  SEO / SEM 5,000$PR IN MAGAZINES & LOCAL NEWS + BLOGGER OUTREACH Done by Mewe FB DoneFACEBOOK PAGE: ANNOUNCEMENT FACEBOOK UPDATES OF CHALLENGE WINNER AND DOCUMENTATION by MeweTARGETED FACEBOOK ADS 5,000$ CHALLENGE ON FACEBOOK/MEWE WINNER, TRIP& DOCUMENTATION. AND FUNDRAISER OF THE WEEK ON FACEBOOK, MEWE & YOUTUBE.POSTERS IN SELECTED UNIS 1,000$WEBSITE INFO PAGE Done MAILING TOMAILING by Mewe PARTICIPANTSMEDIA COST: 11,000$
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • EXPECTED KPI‘S (06/2013–12/2013) AWARENESS CONSIDERATION PREFERENCE PURCHASE RETENTION•  3,000,000  text  ad   •  4,000  Website   •  100  Par2cipants  of   •  100,000  Mewe   •  20,000  Video  Views   impression.   visitors  per  month.   Challenge.   Searches.   •  20,000  FB  Page  Likes  •  4000  monthly  search   •  FB  Likes  and  Share   •  20%  Preference   •  1,000  Conversions  to   •  Posi2ve  PR  Online  &   queries.   •  Posi2ve  Sen2ment  of   among  target  group   partners.   Offline.  •  50  reports  in  news  &   comments   •  Image  as  first  stop   magazines.   for  voluntourism.  •  100  travel  blog   reports.   3. Benchmarks:  mixrank.com/a/crossculturalsolu2ons.org    
    • WHY WE DO SOCIAL MEDIA 1. > Challenge   > Target  Group   > Media  HOW WE DO SOCIAL MEDIA 2. > Category   > Campaign  Idea   > Communica2ons  Framework  WHEN WE DO SOCIAL MEDIA 3. > Roadmap   > Expected  Results   > Next  Steps  
    • NEXT STEPS FORMEWE.•  Confirm  the  concept  •  Detailed  campaign  plan  •  Detailed  content  strategy  for   Facebook  and  Youtube.    •  PR  kit  and  contact  list   2.•  SEO/Adwords  prepara2on   Picture:  Misspixels,  Flickr;    
    • THANK YOU!Please  throw  your  thoughts  and  recommenda2ons  at  us.   And  visit  us  on  Facebook  :)