Social Media Project 3

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This is a personal social media presentation I gave in my Social Media Marketing class during my Fall, 2012 semester. …

This is a personal social media presentation I gave in my Social Media Marketing class during my Fall, 2012 semester.

We had to set up a social media campaign on any topic/business we were involved in, monitor metrics, learn, adjust our strategies, and present what was done and what was learned.

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  • i saw more posts on this section so i focused on them\n
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  • keywords were used for tumblr post tagging, blog posts, twitter posts\n
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  • apprehensive-comfortable about travel to beirut\nindifferent-curious about beirut\n
  • apprehensive-comfortable about travel to beirut\nindifferent-curious about beirut\n
  • tumblr - mainly use imagery to captivate and then provide links to get more info to support\n
  • i didn’t want to necessarily acquire any “customers”/followers because i don’t really care \n
  • i chose these metrics because they indicate to me that readers are interested in the content\n\nyou might ask why i didn’t include tumblr followers, reblogs, or post likes in my KPIs. that’s because i felt the most effective way to spread my “message” was through twitter and facebook ads, both having the greatest reach and considering the time frame i had i need as much reach as possible. using these channels to direct traffic to tumblr obviously does not guarantee direct engagement (simply because they may not have a tumbr account or may not be logged in)\n\nif i had more time, i would have focused more on building traction specific to tumblr.\n
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  • facebook ads was just experimental\ntripadvisor, Fodor’s as well as other travel forums\n\nONE, use tumblr so as to showcase Beirut’s culture which boasts many exciting and interesting tourist type activities. this should reassure potential tourists that other foreigners have previously enjoyed what the city has to offer and that it is was safe enough for them.\n\nTWO, use twitter & forums as a means to increase awareness of the blog.\n\nTHREE, use facebook ads to target certain interests to increase awareness of the blog.\n
  • once i understood who my target was and once i set my campaign objectives, I came up with my target’s relevant need states and assigned, in the following 2 slides, the barriers to overcome, the key message, the touchpoint mix, and KPIs for each need state.\n
  • the idea is to capture the attention of spread the news that beirut isn’t so scary to as many people as possible. \n\ntalk about high vs low\n
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  • i used twitter as a means to direct new traffic to my blog\n
  • i tried to cater content to the type of people i started following on twitter or the people i responded to in forums based on interests or questions (ex: gay travel section in tripadvisor)\n\ncredibility of self & through the support of links\n
  • i was very aggressive over the past week in the number of people i would follow and i saw a vast difference in the follow back response i got depending on the original source\n\ndid not look at any engagement metrics because my main goal was direct traffic to tumblr\n\nif i did, it would be very low and would have to do a bit more experimentation in order to find the right way to engage\n
  • i used forums as a means to direct new traffic to my blog\n\nsearched for travel forums such as tripadvisor & Fodor’s\nfound relevant topics where people were asking about where to go or specifically about Beirut or the Middle East and used it as an opportunity to promote my blog\n
  • i tried to cater content to the type of people i started following on twitter or the people i responded to in forums based on interests or questions (ex: gay travel section in tripadvisor)\n\ncredibility of self & through the support of links\n
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  • i used ads as a means to direct new traffic to my blog\npurely experimental on my part\n\n\n
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  • the winner\ni would have optimized by pausing the ski ad and replace it or focus efforts on the beach & party ads\n
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  • as you can see it’s very visual, even more so than other themes. its because i wanted to capture people’s attention with the beauty of Beirut. I might be biased, but i think it’s very beautiful, and enough so to do just that.\n\nIf i had more time i would have obviously tested this to make sure that my theory stands true.\n\n\n\n\n
  • i tried to cater content to the type of people i started following on twitter or the people i responded to in forums based on interests or questions (ex: gay travel section in tripadvisor)\n\ncredibility of self & through the support of links\n
  • had to combine reblogs & likes under engagement because i didn’t get all the email notifications and i couldn’t see all the notifications of reblogs & likes on my blog.\n
  • had to combine reblogs & likes under engagement because i didn’t get all the email notifications and i couldn’t see all the notifications of reblogs & likes on my blog.\n
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Transcript

  • 1. I’d rather be in BeirutSocial Media Strategy | October 19, 2011 | Maya Mikati
  • 2. Listening & Strategy Development
  • 3. Listening Insights Clusters Topics safety concernsapprehensive travelers curious about Beirut what to do there what to do there travelers going, or have been, to Beirut what should they do there travel agents and blogs on Lebanon the beauty of Lebanon
  • 4. Listening Insights Clusters Topicsapprehensive travelers curious about safety concerns Beirut what to do there what to do there travelers going, or have been, to Beirut what should they do there travel agents and blogs on Lebanon the beauty of Lebanon
  • 5. Listening InsightsConversation Insights & Key Phrases “I’m an American. My best friend would like me and my family to go with her to Lebanon, which is her home country. Is it safe for my husband and I to take our two daughters to unsure if it’s safe Lebanon this summer for vacation? If so, are there any areas we should avoid?” minimal previous exposure to Beirut unsure of what there is there “I want to travel to Lebanon. See the country asking questions about properly. What are the main sites, best places to hang out, best time of year to go, where to stay?...What do I Beirut need to know”
  • 6. Listening Insights Keywords safe/unsafe American travel vacation/travel current situation things to do Lebanon/Beirut sites hang out
  • 7. Listening InsightsInfluencers Derived Domain Insights People who have previously Blogs visited Forums People who have previously lived there Micro Blogs
  • 8. The TargetWho are we talking to?those yearning to travel to an exotic, new destination. mostly likely they’ve neverbeen to the Middle East but they may have heard a few things about Beirut thatsparked their interest but they aren’t sure what it’s all about.What are they doing?they are online trying to find out if Beirut is safe enough and they’re askingquestions to try and weigh the pros and cons.What are they thinking?the media has told them that Beirut is not safe, but because they’ve heard a few goodthings from random sources, they want to know more in order to make their ownjudgement.
  • 9. The Target Cont’d apprehensive comfortable indifferent curious
  • 10. StrategyWhat are we promising?as an honorary Lebanese who is like you and understands your concerns, Beirut ismuch safer than you think it is and it is well worth visiting because it fosters aculture that has something for everybody.What do we want them to do?to believe me! more specifically, to change their perspective on Beirut (from a war-torn state to an exciting, fun, and interesting travel destination) and to considervisiting.How will we support it?through a social media campaign focused on tumblr as the main driving forcesupported by twitter, forum posts, and facebook ads so as to raise awareness and“acquire”.
  • 11. ObjectiveChange worried travelers’ negative perception of Beirut.
  • 12. KPIs & GoalsTumblr engagement Visits: 100 Bounce rate goal: 65% Pages/visit goal: 2
  • 13. Toolkit
  • 14. Roadmap
  • 15. Need States search for exotic travel locations ask for recommendations
  • 16. Barrier: lack of credibility as a viable travel destinationKey message: Beirut will surprise you with all the things it has to offerTourchpoint mix: Twitter, TumblrKPIs: Twitter - # of followers, # of FF Tumblr - # of visits, bounce rate, avg time on site, pages/visit, % new visits search for exotic travel locations ask for recommendations
  • 17. Barrier: negative perception of BeirutKey message: consider Beirut because it has something for everybodyTourchpoint mix: tripadvisor, Fodor forumKPIs: CTR (# of clicks/total # of posts), reply rate (# of replies/total #of posts) search for exotic travel locations ask for recommendations
  • 18. Toneexcitednostalgicunderstanding (of concerns)inspiring
  • 19. Channel Strategy & Results(1 week period starting Oct 11, 2011)
  • 20. Content it was catered to people’s interests as a followed them most posts were fed from tumblr@ mentioned people, with no responses, & used hashtags
  • 21. ResultsVisitors to Tumblr goal: 30 actual: 28 (represents 18% of total tumblr traffic source) Pages/visit: 3.17 (7.52%Followers above avg site) goal: 60 actual: 177 Bounce rate: 56.76%Organic Followers (61.11% above avg site) actual: 43 (minus obvious spam accounts - 24% of total followers)
  • 22. Contentreplied to questions about travel, suggested beirut, & dropped a link most posts were fed from tumblr @ mentioned people, with no responses, & used hashtags
  • 23. Results Pages/visit: 1 (66.05%Clicks/Visitors below avg site)(tracked using bit.ly) goal: 20 Bounce rate: 100% actual: 10 (represents 6% of (89.61% above avg total tumblr traffic source) site)
  • 24. OverviewLaunched Oct. 153 different ads based on3 different interestsTargeted based mainlyon interests & location(USA & Europe)$50 in credit, no dailybudget cap
  • 25. 22 clicks 86 clicks0.032% CTR 0.034% CTR $0.44 CPC $0.42 CPC 6 clicks 0.02% CTR $0.40 CPC
  • 26. 22 clicks 86 clicks0.032% CTR 0.034% CTR $0.44 CPC $0.42 CPC 6 clicks 0.02% CTR $0.40 CPC
  • 27. Overall FB Ad ResultsVisitors to Tumblr: 49(32% of total source Pages/visit: 2.76 (-6.4%traffic) below avg site)Clicks: 114 Bounce rate: 56.76%CTR: 0.033% (7.62% above avg site)Spent: $47.98
  • 28. Content it was catered to people’s interestsit focused on showcasing Beirut’s diverse culture it instilled credibility
  • 29. ResultsVisitors: goal: 100 actual: 146Followers: Pages/visit: 4.10 goal: 6 (39.33% above avg site) actual: 14 Bounce rate: 100%Engagement (Reblogs (27.59% above avg site)& Likes): goal: 20 actual: 168
  • 30. Results Traffic Source 6% 1% 22% 21% 18% 32%direct twitter facebooktumblr forums google (organic)
  • 31. Final KPI ResultsVisitors wanted to keep these goal: 100 high actual: 146Pages/visit goal: 2 Success! actual: 2.95 wanted to keep this to aBounce rate minimum goal: 65% actual: 52.74%
  • 32. Learnings
  • 33. Facebook Ads is a MAJOR source trafficTwitter provided a decent amount of relevant trafficTumblr traffic was the most engaged (should be further leveraged)Forums are highly targeted and a place where people are reallyengaged in the content, therefore, SHOULD have been a majoropportunity for me (need to experiment further)optimizations could have been made with more timethe next steps would be to use individual channel results tooptimize the content and awareness strategy tactics