4. Vision and Mission
Vision
Mission
To build Relationships with the Planet and Those who Inhabit It.
To design perspective changing trips.
To provide an authentic local experience.
To value and preach respect, freedom, and exploration.
5. Objectives
Objectives Become a household name in Canada
Increase international growth
Generate leads that convert
Grow inbound website traffic to generate interested
qualified leads
Automate Student Brand Manager program
Improve on seasonality of the business
8. Strengths
Authentic Brand Personality
Authentic Experience
Community
Beautiful Website
Brand Advocates
Proven business concept
#beachtravellers #longlivethebeach
Exciting
Blog persona
Brand partnerships
Compelling content
Real connectionsFun guides
#freedomtoexplore
Photo/video Content
9. Weaknesses
Seasonality of business
Outbound Marketing
SEO
Email Marketing
Mobile Interface
Reliance on specific markets
Online conversation
Conversion
Geo Tagging
Diversity
Facebook Engagement
13. Domain
Authority*
22/100 29 /100 31 /100 63/100 71 /100
Bottom Line
Offers different
surf travel
destinations:
Nicaragua and
Ecuador
Offers various
travel
destination
across many
continents
Website and FB
full of inspiring
info for travel
lovers
Largest small
group travel
company with
environmental-
sensitive travel
Claims to be
the most
popular youth
travel company
in the world
Competitive Landscape
*Source: Moz.com - Open Site Explorer
19. Kris Karing BIO:
● Graphic Designer at Egg Beater Studio in
downtown Vancouver.
● She loves yoga, hiking, road trips, nectar
juice, making soap and jogging. Shop at
Aritzia, vintage shops and boutiques along
Main Street and Gastown.
● Has a Tinder account, but it never really
fulfills her desire to meet the perfect guy.
● Always wanted to travel overseas, but none
of her friends are into the same destinations.
● Tired of the daily grind, corporate world and
material things. Feels unsatisfied and
incomplete with her life.
Age: 28
Occupation: Graphic Designer
Annual Income: $35,000
Status: Single
Location: Vancouver
“I am fascinated by the world and find myself in the travel sections
of bookstores seeking an adventure unlike anything I ever
experienced before.”
20. Shane Shaker
BIO:
● Filmmaking student at Seneca College.
Works part time at a downtown bar.
● Career goals 5 years down the road, but
none immediate. Craves the exhilaration of
living free, and dreams of travelling abroad.
Getting tired of the daily grind. A bit bored.
● Rents an apartment he can barely afford.
Aspiring to be a YouTube sensation. Driven
by wanderlust, adrenaline, and watersports.
● Loves to meet new people and wants to fully
use his GoPro camera whenever he has a
chance to upload on his YouTube channel.
Age: 23
Occupation: Film Making
student & Part-time Bartender
Annual Income: $25,000
Status: Single
Location: Toronto
“My dream is to live freely and experience new adventures
to challenge myself both spiritually and physically.”
22. SMART Goal #1
S =
September 2016 through February 2017T =
Increase awareness of Beach Travellers
M = By 10%
A =
R =
Google AdWords, Facebook Paid Ads, Affiliates and
Partnerships
Increase brand awareness to drive new leads into the
customer journey funnel
SMART Goal #2
S =
by December 2016T =
Increase trip bookings
M = By 25%
A =
R =
Optimize SEO, Online community on #Slack
and Snapchat, Instagram and Facebook
campaigns
Promote brand advocacy
26. Google
Adwords
Purpose
Increase awareness and
drive traffic to
beachtravellers.com
KPI’s
Increase in visitors to website
from AdWords campaign
Search terms Avg. monthly
searches Apr 2016-
May 2016
Competition Suggested
bid
trip 9,900 Low CA$0.52
Full moon party 1,900 Low CA$0.06
Thailand tours 720 High CA$5.25
Thailand beach 880 Low CA$0.67
Bali vacation 2,400 Medium CA$2.19
Costa rica surf 390 Medium CA$2.01
Negative Keywords Family, luxury, cruise
29. Partnerships
and Affiliates
Purpose
Leverage the networks of
companies with similar
values and followers to help
each other grow awareness
KPI’s
Increase in visitors to landing
page from referral sites
31. Consideration
Website User
Experience
● Mobile first.
● Obvious Call to Action.
● Simplified booking process.
● Screaming Frog key points.
● Calendar outdated and
possibly does not reflect
current status.
33. Facebook
Paid Ads
Phase 2
Touch points building brand
familiarity and relationship
Facebook carousel ads -
Book Now
Benefit
Call to action
KPI’s
Visitors to BT booking page
43. 8:42am
Wake up this
morning with...
1:42pm
#swell_life #waves
#beach...
2:42pm
*Special: New
Thailand video..
9:04am
Hey we are hiring!
Looking to hire a
Sales Manager to...
3:05pm
Beach time to bum
around with...
10:25am
Learn to surf this
summer with one of
the best guides…
8:42pm
Sunset sessions
make the world...
10:22am
Girls just want to
have #fun in the:
Sun, #beachbod...
2:33pm
SBM makes exclusive
announcement on
#LandofSmiles2016
about the Full Moon..
8:21am
New Blog post: Full
Moon sets you free
6:13pm
#doyoutravel
#freedomtoexplore
#beachtravellers
instagram.com/p/
BC0bW1zsM-9/
9:12am
#freedomtoexplore
especially when the
Friday morning
has...
9:48pm
Today is chasing
for waterfalls
47. Questions?
You can also find us on Slack (or at the beach):
@krishna
@kaylaverigin
@kitkats
@kthorne
Editor's Notes
SMART Goals
Based on the RFP -
Number the Objectives?
“I will be covering the SWOT analysis. Let’s take a closer look at the Strengths, Weaknesses, Opportunities, and Threats, that Beach Travellers faces on a daily basis.”
“We have compiled a Word Cloud, to best represent the current strengths of the business today. Beach Travellers has a proven business concept with a strong authentic brand experience. They have a large community of excited clients who have had the best experience of their life with the BT brand. These customers can become strong advocates for the product. BT also has accumulated amazing and inspirational photo and video content over the years.”
“Some of the weaknesses we targeted included the lack of a good mobile interface (which has recently been corrected), email marketing and community engagement online can also be improved.”
Engagement - Comment - Set the tone of conversation
Email Marketing -
“There remains a strong opportunity for return on investment in the following areas: email marketing, remarketing, and dialogue with customers during the customer journey. Also, clear calls to action should be exploited whenever possible.”
Referrals -
Email marketing
“Threats. The travel industry is becoming increasingly crowded with online offerings. Also, costs can sometimes be hard to control, especially in the face of fluctuating currencies. Managing increasing cost per clicks is also something to keep in consideration. Todd will now talk about the competitive analysis”
We ran independent SWOTs for several of Beach Travellers’ competition, see where they are performing well.
And can lead to valuable insights for Beach Travellers
For time considerations we did a high level overview and look at the strengths of the competitors, and where Beach Travellers can better position themselves.
Show that you understand the client’s business as well as the industry.
Give a high level overview of where 2-4 competitors are in the market place, where they are performing well and where there is opportunity for your client’s company.
Consumer insights are smaller nuggets of information surrounding your target audience and will inform many strategic decisions. Use this slide to summarize & present some key insights within your client’s target audience that will help provide the rational to your strategy and tactics.
For Example: purchase habits, decision-making process, how they consume media, what drives them to use the product or service, etc.
Here is an overview of 5 Competitors Calling Card - or Bottom Line what is their competitive advantage in the travel industry space The Domain Authority is a score (on a 100-point scale) algorithm developed by Moz that predicts how well a website will rank on search engines. Question: Can you guess where BT ranks?
Beach Travellers currently ranks 28/100 (Between Barefoot and Free & Easy) With BT looking to become a household name, having a look at established players such as Contiki and G-Adventures to see what is working well for them
Competitors:
Barefoot Surf Travel www.barefootsurftravel.com
Free and Easy Traveller www.freeandeasytraveler.com
Life Before Work Travel Company www.lbwtravel.com
Gap Adventures https://www.gadventures.com/
Contiki www.contiki.com
Differentiating factors
Another competitor - Intripid www.intrepidtravel.com/ca
Source: MOZ Open Site Explorer
Page Authority is a score (on a 100-point scale) developed by Moz that predicts how well a specific page will rank on search engines. It is based off data from the Mozscape web index and includes link counts, MozRank, MozTrust, and dozens of other factors. It uses a machine learning model to predictively find an algorithm that best correlates with rankings across the thousands of search results that we predict against.
Traffic Sources: - Social Media Channels
Examining Traffic Sources for 2 competitors we have Free and Easy(Top) vs Gap Adventures(Bottom):
The top 3 Free and Easy sources are 1) Search, 2) Social, 3) Referrals
Whereas Gap Adventures of higher brand awareness the top 3 metrics are: Search/Direct/and Referrals
We will be explain more in more detail on Beach Travellers KPI’s and metrics.
https://www.similarweb.com/website/beachtravellers.com
Another comparative KPI:
Free and Easy Travel - Traffic source is still dominant for Canadian local traffic is mostly heavy by proportion,
So not yet classified as a global brand.
Whereas Gap Adventures on appears to grown strong in international markets with with US having the highest proportion of
Traffic, followed by Canada.
*Note we did an external check on Beach Travellers but there wasn’t enough data to check numbers.
Comparitive Phase 2 - Geography region -
Free and Easy is Canadian strong in proporation
Whereas Free and Easy Traveler
A deeper dive on Gap Adventures on their Social Channels, we find FaceBook is most active and workinng well for them
Gap Adventures also has strong Referral sites, most notable the Lonely Planet and National Geographic
We will later focus be focusing on BeachTravellers strategic partners and affiliates and touch upon referrals.
User Personas
We envisioned who are potential adventurers for Beach Travellers.
We identified that Beach Travellers are a close 40:60 Gender split of travellers - Female to Male
With a wide range of Demographic (ages 18-30) we envisioned a Student profile, and an early career- working professional who you can focus on during the off-peak seasons, moving away from relying on students semester schedules.
https://beachtravellers.com/faq/
Meet Kris Karing
She is in her late 20’s, a Graphic Designer in Vancouver,
She routinely goes to yoga, hiking, enjoys pressed juices - preferably nectar
She seeks adventure but feels stuck working in front of her desk ; expand understanding of the world; Personal growth; Helping people; Making a difference
Her goals: Fulfilling curiosity about the world; Healthy lifestyle and physical fitness
Frustrations: Job doesn’t align with her personality or life goals; and stressed out with her job and the daily grind, and looking for a place to get away and unplug
Through the daily grind of work, class, trying to get to yoga and keep up with everything she is getting tired of the corporate world and material things.
she is determined to keep her social life in check with her daily work grind.
On a different spectrum, meet Shane Shaker. - He is in his early 20’s a Part time bartender and is a Film making student at a college in Toronto.
Care free, and socially active, and aspiring YouTuber, on last check, he just reached 100,000 subscribers on his YouTube channel - “Bar and Beyond”,
Specializing on his tips on creating unique drinks.
Goals: Doesn’t know what field of work but he knows he isn’t interested in working in the corporate culture.
Frustrations: Anything that feels tied down; Outside expectations from family or others for career or relationship.
Pass to Kayla
Thanks Todd
So when we looked at the overall business objectives we were able to narrow in on two specific SMART goals to address each of the objectives. These are:
Kayla
#1
Specific: to increase awareness of amongst your target market
Measurable: we anticipate an increase of 10% awareness, measured by an increase in visitors to the new Beach Travellers website as tracked by Google Analytics
Actionable: through tactics such as Google AdWords, Facebook Paid Ads and Partnerships, which we will describe in more detail in a few minutes.
Relevant: is to increase brand awareness of Beach Travellers to kick off the customer’s journey for qualified future travellers
Timely: to make this timely, we recommend to implement these tactics through Fall 2016 and Winter 2017
And
#2
Specific: to increase trip booking
Measurable: we anticipate an increase of 25%, measured by an increase of meeting the analytics conversion goal of reaching the thank you url.
Actionable: by driving potential traveller through the customer funnel by means of optimizing SEO, growing a Beach Travellers community, engaging in existing online travel related communities and forums, and creating addition touchpoints with the BT brand as a reminder to potential customers as they consider their travel options. We will describe our recommended tactics in more detail in a few minutes.
Relevant: to provide multiple touch points with Beach Travellers as potential customers consider their travel option.
Timely: to make this timely, we recommend to implement these tactics beginning in December 2016 and onwards.
to increase trio booking
Kayla
Moving on, we are going to take you through our recommended actions and describe our digital marketing strategy.
Kayla
As I mentioned, SMART goal #1 is very much about increasing the amount of awareness of BT amongst your target market. This goal is all about filling the top end of the sales funnel. Recognizing that the more people know about your, the more chance you have of compelling them to book a trip with you.
Once your market is aware and interested in Beach Travellers, we recommend incorporating several tactics at the consideration, intent, evaluation, purchase and experience phases of the customer’s experience with Beach Travellers that will increase probability of booking a trip and also create loyalty and advocacy to compel others to book trips.
So we are going to describe each of our recommended tactics as they relate to each stage of the customer journey, starting with awareness and interest.
I am going to pass the clicker back to Ken to take you through them.
“In the top portion of the customer journey, I will be talking about specific channels for targeting brand awareness and interest. The following channels will be talked about in more detail.”
Community Engagement:
Tour Radar
Trip Advisor
Meetup groups
Reddit
Tour Radar
Facebook Paid Ads:
Drive to email signup landing page
Drive to book now
“As BT specializes in adventure travel to 3 top destinations, we will specifically target keywords surrounding the three regions: Thailand, Bali, and Costa Rica. We also thought about negative keywords to filter out such as: family, luxury, and cruise, to target our specific demographic. The purpose of the Adwords is to increase brand awareness and drive traffic to the appropriate landing pages. We can measure visitors referred from the ads in Google Analytics. One key campaign we can focus on is the phrase “full moon party” as this gave a very high monthly search rate for the relatively low cost per click.”
KeySource: https://moz.com/explorer/overview?q=surf+trip+to
Keyword to capitalize - Full moon party - For the Thailand trip “Year End trip”
Target the demographics
Negative keywords - Filter out other beach destinations:
Family, luxury, cruise
“Europe”, “Hawaii”, “Brazil”, “Bahamas”
“Here is an example of 2 Google Adwords developed from the keyword search. Monitor ”
KeySource: https://moz.com/explorer/overview?q=surf+trip+to
As BT specializes on adventure travel trips to 3 destinations, aggressively target keywords surrounding the three regions: Thailand, Bali, Costa Rica
Keyword to capitalize - Full moon party - For the Thailand trip
Target the students/young millennial demographics looking for a year end party
Negative keywords - Filter out other beach destinations:
Family, luxury, cruise
“Europe”, “Hawaii”, “Brazil”, “Bahamas”
“Facebook paid ads, as we have seen, can be extremely effective as a referring source to drive traffic to landing pages. In fact, changes to the Facebook News Feed algorithms necessitates this. Here are some examples including a carousel ad with a simple and clear call to action.”
“Finally, partnerships and affiliates. We realize this is a huge area and there are so many opportunities for partnering. While this is not an extensive list, these affiliates closely align with the brand experience and utilized effectively can be strong referral sources. Billabong Women’s surf team. Photography blogs. Shaper studios board design and trip contest. Advertising on Bucket List and community engagement.”
Community Engagement:
Tour Radar
Trip Advisor
Meetup groups
Reddit
Tour Radar
Facebook Paid Ads:
Drive to email signup landing page
Drive to book now
When considering to book, and navigating through website
When people considering
What is working
KPI
Time on website
Analysis of the Website Audit - i.e. broken links Remove or update their ‘dead’ links from their website. http://latermag.com
http://notable.ca/
Optimize SEO Screaming Frog - Optimize the use of metatags - Titles
Top of page
Title images
On-page Optimization Recommendations:
Use the Keyword:
In the title tag at least once. Try to keep the keyword phrase as close to the beginning of the title tag as possible.
Once prominently near the top of the page
At least 2 to 3 times, including variations, in the body copy on the page.
At least once in the alt attribute of an image on the page. This helps with image and web search.
Once in the URL (if possible).
At least once in the meta data tag.
Screaming Frog Analysis:
Title images
Heading - utilize keywords in all H1 and H2 headings
Community Engagement:
Tour Radar
Trip Advisor
Meetup groups
Reddit
Tour Radar
Facebook Paid Ads:
Drive to email signup landing page
Drive to book now
Community Engagement:
Tour Radar
Trip Advisor
Meetup groups
Reddit
Tour Radar
Facebook Paid Ads:
Drive to email signup landing page
Drive to book now
Community Engagement:
Tour Radar
Trip Advisor
Meetup groups
Reddit
Tour Radar
Facebook Paid Ads:
Drive to email signup landing page
Drive to book now
Kayla
Thanks Krishna.
So the final stages of the customer journey are after the customer has made their purchase. But, this is really where they are going to begin the experience that they paid for.
As we reviewed the comments online from past travellers, we were honestly impressed by the high quality reviews that nearly everyone gave for their experience with Beach Travellers. The challenge is now finding the right way to leverage these reviews.
We recommend creating a Slack channel:
as a place to connect with travel friends,
a hub of information for past and future travellers, and
an operational tool to help optimize communication process (while also onboarding community members at the time of booking).
So I’m going to briefly go through how this channel would be implemented at the purchase, experience, loyalty, advocacy and likely re-purchase phases of the customer journey.
At the time of purchase, customers will go through the current online process and a welcome email will be sent to their inbox.
At the experience stage,
Email would be sent directly to the traveller, welcoming them to the trip and explaining that all communication will take place on the Slack channel and provide a link to the channel.
Part of the opening message on Slack will be describing the set up of the channel.
At this point, the traveller will be part of a closed group that is shared only amongst the trip cohort - ex. #LandofSmiles-Feb2016.
Place for travellers to connect with each other before the trip starts. A place to ask questions or request specific activities. And also, a place to optimize pre-trip communications to all trip members, like introducing the trip guide.
KPI’s Click through rate from the email, which can be sent through MailChimp, Tracking by Slackbot to verify if travellers have joined the slack channel.
Benefit
Experience begins at time of purchase #LandofSmiles2016
Adoption of Slack channel as part of operations
At the loyalty stage,
Trip is over, but you want to keep the good vibes going and help your new friends remember the great time that they had.
This is really the stage where the Slack community comes into play.
By this time, you have all of your travellers already using slack to communicate because you have onboarded them during the purchase stage.
Now the conversation becomes more about keeping the friendships going, reminiscing about the trip and seeking advice from now trusted travel friends.
Partner Blogger make the first post in Slack Channel At this stage, we suggest engaging with a partner, like one of the bloggers suggested in the awareness stage, and have them write the initial post trip message as part of their agreement with BT in exchange for being the official trip blogger or photographer. This message should be authentic, should also share some comments and photos/videos and encourage the other trip members to do the same.
SBM assigned to manage the channel To keep this channel operational, we think that this is a good task to assign to a SBM. By giving a specific responsibility we think that you might see higher performance out of the role.
Benefit
Just returned from the best experience of their life, continuing the engagement will prolong the experience and great feelings about the trip, which will encourage repeat bookings and compel the travellers to share their experiences with others
This is where we want to leverage the loyalty of past travellers to talk about their great experience on the trip.
All past travellers will be added to the #BeachTravellers-Adventures channel. This channel will be open to anyone.
This is a general channel where past and future travellers can share their experiences and ask questions. This is not a place where BT will “sell” their trips, but more so will be a thought leader and trusted information source for their followers.
To drive external people to join the Slack channel, we suggest setting up a landing page on the BT website that visitors will be driven to from facebook ads (where the visitors click the interested button) and also from external community engagement on other forums like Trip advisor and Tour Radar, as Krishna discussed earlier.
Benefits
Continue the positive feelings that travellers have about the trip by sharing the experience with other people considering travelling.
Build community by providing a place to connect and have questions answered by people who have first-hand experience travelling with Beach Travellers - testimonials.
It will also keep Beach Travellers at the top of mind spot for past travellers when they start to consider taking another trip.
Overall, as the community grows, the it will take on a life of it’s own and you may want to adjust course as things unfold. But the overall goal of this channel is to leverage the positive reviews and loyalty of past BT travellers to spread the word about their positive experience.
So this was a pretty high level summary of how we envision Slack to benefit Beach Travellers. We are going to touch on a couple more essential topics but can answer any questions shortly.
*Thank you again Graeme for providing us with that extra input on budget estimates, working with the assumptions allowing us clarity with the budget breakdown.
With the 30% proportion for Current Campaigns/ Web & design programming, and Contracts. We focus on the 35% Adwords/Facebook/Online Ads We tested simulations on ad spend, whether on 1) Facebook Paid Ads, 2) Google Adword campaigns -Full Moon Party, And utilizing the #Slack platform in account for the overall budget, can leave room to allocate some funds to carry over to other Campaign programs, Allocate into affiliate and partnership programs.
The 35% for the Student Brand Manager budget may fluctuate year-by-year, Provincial Government support for hiring subsidies, etc.
Fully utilize and allocate some of the funds to carry over to Affiliates (Existing or new - Shaper Studios) and Partners (Bloggers, Instagrammers) & build more programs
Slack - Marketing Budget BT has an annual marketing spend of $50,000.
Which leads to roughly a $140 CPA.
We are willing to re-invest but we would need to hire to manage the SBM program.
There is a Student Grant which means we can hire 3 newly graduated students at 35 hours per week @ $16/hr, the gov't would pay $8hr of that.
CPA Calculation: Cost and divide it by conversions. If you want to know the Cost per Converted Click (as opposed to cost per conversion), you will take the cost and divide it by converted clicks.
Our breakdown is as follows:
Adwords / Facebook / Online Ads = 35% ($17,500)
SBM Program = 35% ($17,500)
Campaigns - Website / Design / Programming / Unbounce = 30% ($15,000)
Moving on to the Social Media Content Calendar:
A great tool for organization, and analyze which content resonates, figure out what content resonates and take a closer look at the frequency and degree of interaction on each Social Media channel:
Also a good advantage to utilize calendar automation features
Based on BT Social Channel Analysis:
Facebook - 96k page likes
Instagram - 45.9k followers
Twitter - 17.4k followers
SnapChat - Brand Snapping new!
Youtube - 15k subscribers
Pinterest - 186 followers
LinkedIn - 731 followers
http://sproutsocial.com/insights/social-media-editorial-calendar/
Share Schedule with Student Brand Manager
1. Figure Out What Content Resonates
Before you start searching for content to share on social you need to figure out what your audience actually likes. A fantastic way to do that is to look at past social media posts to see which were most successful. We’ve written an in-depth article on how to find your successful posts by conducting a social media audit, but the easiest way is to access your social media analytics.
Pull all of your unique social media analytics with a tools like Sprout Social,Twitter or Facebook Insights.
Decide On How Often to Post
This step depends on a handful of different things like the company, your audience, the campaign, and the social networks being used. Always keep your audience in mind and ensure you’re not bombarding them with posts that are irrelevant or inappropriate.
Rule of thumb Constant Contact wrote a post containing guidelines on how often to post to social. Here are some of the highlights:
Facebook: 3-10 times per week
Twitter: at least 5 times a day
SnapChat (Work with one of the partners help Snapchat during throughout trip)
LinkedIn: 2-5 times per week
Google+: 3-10 times per week
Pinterest: 5-10 times per day
There’s a great chance your post frequency will depend on the amount, experience and authority of your social media team, so don’t feel like you have to send out less than stellar content to meet these guidelines.
3. Create or Source Great Content to Share
Once you have an idea of what kind of content your audience enjoys and how much you’ll need to satiate the quantity of posts you need to create, it’s time to find links to share. If you don’t have enough of your own content to fill your calendar, use these tools to curate relevant content.
4. Fill Up Your Social Media Editorial Calendar
You’ve got the process in place, now it is time to start filling up your editorial calendar. You’ll want to use a tool that allows you to schedule your social messages and visual your entire content calendar. Sprout Social has built out publishing tools for just this purpose. Check out a completely free trial and schedule a months worth of content today.
Take into account the Time Zones
Weekly Schedule - Blogs, Google Ads, FB ads
Twitter - Specialized Content
SnapChat
Highlight the off-peak season
To search for trends - related to the beach,
Curate to those hot topics/trends in the Blog
Here is a snapshot of a sample Social Media Content calendar, what could be scheduled for the week of June 12th. (next week)
Keeping in mind the tone of the varying of Social Media channels, make sure a tweet is structured in a different way as compared to a FB post.
Even schedule times where you could scan any outstanding FB questions or comments to follow up on for customer engagement.
Upcoming holidays - Canada and Independence Day, or running the next Contest campaign.
Rule of thumb
How often to post to social. Here are some of the highlights:
Facebook: 3-10 times per week
Twitter: at least 5 times a day
SnapChat (Work with one of the partners help Snapchat during throughout trip)
LinkedIn: 2-5 times per week
Google+: 3-10 times per week
Pinterest: 5-10 times per day
http://sproutsocial.com/insights/social-media-editorial-calendar/
1. Figure Out What Content Resonates
Before you start searching for content to share on social you need to figure out what your audience actually likes. A fantastic way to do that is to
A review of past social media posts to see which were most successful.
Conducting a social media audit, but the easiest way is to access your social media analytics.
Pull all of your unique social media analytics with a tool like Sprout Social,Twitter or Facebook Insights.
2. Decide On How Often to Post
This step depends on a handful of different things like the company, your audience, the campaign, and the social networks being used. A guideline, and looking to find that fine balance to keep your followers in mind, not bombarding them with too many posts that are irrelevant or inappropriate.
*Note (Conner lesson): Not a simple Copy / Paste and not to blast on all the Social Media channels, rather to curate content for each Twitter/FB/Instagram, and the timing can be looked closely.
Depending on sharing the calendar with your SBM - Rule of thumb standards can vary with
Facebook: 3-10 times per week
Twitter: at least daily, can go heavy 5 times a day
Instagram - Higher quality photos, curated for Instagram...
SnapChat 1-2 a week?
LinkedIn: 2-5 times per week
Pinterest: 5-10 times per day (1 posted)
YouTube - More activity with professional videographers to upload more
Any #Slack special or periodical announcements that could come the SBM or who you elect to administrate
Email marketing, pump out whenever there is a new blog
There’s a great chance your post frequency will depend on the amount,
so don’t feel like you have to send out less than stellar content to meet these guidelines.
3. Create or Source Great Content to Share
Once you have an idea of what kind of content your audience enjoys and how much you’ll need to satiate the quantity of posts you need to create, it’s time to find links to share. If you don’t have enough of your own content to fill your calendar, use these tools to curate relevant content.
4. Fill Up Your Social Media Editorial Calendar
You’ve got the process in place, now it is time to start filling up your editorial calendar. You’ll want to use a tool that allows you to schedule your social messages and visual your entire content calendar. Sprout Social has built out publishing tools for just this purpose. Check out a completely free trial and schedule a months worth of content today.
Share settings with Student Brand Manager Visible outlook , “in the moment” spontaneous posts, but can also work with a structured approach,
Take into account the Time Zones
Weekly Schedule - Blogs, Google Ads, FB ads
Twitter - Specialized Content
SnapChat
Highlight the off-peak season
To search for trends - related to the beach,
Curate to those hot topics/trends in the Blog
Measuring KPI’s
Paid advertisements
Leads to landing pages - Trip or Home pages
Time on SIte -
Traffic
Devices - Desktop / Mobile
Purchase Stage -
Goal Flow Report to see where users are entering and exiting sales funnel.
Measuring KPI’s
Paid advertisements
Leads to landing pages - Trip or Home pages
Time on SIte -
Traffic
Devices - Desktop / Mobile
Purchase Stage -
