This is a presentation breakdown of how social media marketing is important for building brand awareness and/or exposure. The following plan is based around a hypothetical brand, PLANE55, that has a narrative, targeted audience, s.w.o.t analysis to highlight the effectiveness of using social media outlets to promote. Then, giving examples of what works and doesn't work on two infamous social media platforms: Facebook and Instagram. Writers: Vivian Vy Hoang & Lewis Long Thai * Don't forget to connect with us on LinkedIn.

1. PLANE55
MCOM 170 - SECTION 01 | STRATEGIC SOCIAL MEDIA & BUSINESS COMMUNICATIONS

2. Adopted Bay Area Locals,
Travelers & Learners.
Vivian
From two different places in the world, we found commonality in the
beauty of NorCal. We hike, travel, and explore. We share the ideal of
learning along our journey & inspiring others to go on their own
Lewis

3. We go through this dull and counterproductive routine we think
defines “life”. Day in-Day out. We wake up to get ready and hustle
from 9-5 just to look forward to another weekend of nothingness. Yet,
we can not pinpoint why we feel like nothing is right. We get
bombarded with a spectrum of emotions: unaccomplished,
unsatisfied, unwanted. We become ignorant; lazy to reach out and be
involve with people and different cultures. We become anti-tourists;
reluctant to explore our very own home ground. Well, change that;
find youth and joy in the habit of adventures. Travel to where you can
see the horizon and feel the majestical depth of the blue sea.
Experience with vigor and zeal. It’s not where you go that defines life,
but the stories you have that will remind you of a life worth living.

4. Do You Have A 5-
second Attention Span?
You are our targeted audience:
Age Group: 18 to 30
People who love to travel
People who are explorers
People who are involved in
outdoor activities

5. Going Against The "Tides"
Creating engagement on social media from scratch.
Budget; no revenue to boost our posts for brand exposure.
Limited time; only a month long campaign to curate results.
Do not have enough resources and prone to fall behind on content
due to being overwhelmed by other commitments.
Challenges:
Opportunities: Learning about social media marketing & strategy content.
Able to broaden our horizons, constantly exploring new places.
Meet new people, make friends, and having a blast.
Making a difference; by doing something that educates and
persuades people to channel their inner passion for nature.

6. How We Tell Our Story:
We write a 2-3 sentences copy post that
highlights a specfic country every
week. We would strategically tag the
location and/or use hashtags for it to
engage in users' newsfeed.
Traveling is your journal of memories to display
We re-post from other pages and/or
people on Facebook, utilizing
influencer marketing to gain
awareness to our page.
We write guide blogs 1-2 times per
week, establishing our page to be a
utility brand that educates and
persuades people to carry out our
slogan: travel to bond.

7. We take photos as a "return ticket" to a breathtaking moment
We post pictures of ourselves exploring
new places around the world to build
credibly and to captivate followers
with beautiful photography.
We optimize hashtags as a mean to
appear on users' newsfeed with the goal
of the post reaching our targeted
audience around the world.
We focus on engagement by staying
active, responding to comments,
following our followers back, et al., as a
way to network and stay true to our
slogan: travel to bond.
How We Tell Our Story:

8. Facebook Analytics
As you travel, you explore. As you love, you attract.
0 7Page Likes Page Likes
23%
Post Reach
32%
Page Views
13%
Post Engagement Post Likes
83%

9. Our Kodak Moments
Our most successful content posts on Facebook

10. But... Sometimes Our Reach Gets
Nowhere
Our most unsuccessful content posts on Facebook

11. Instagram Analytics
The more you travel, the more you're exposed.
Post Engagement
**Refer to slow motion video**

12. We Became Insta-Travelers
Our most successful content posts on Instagram

13. But... Insta-Life Isn't As
Consistent As Our Passion
Our most unsuccessful content posts on Instagram

14. Don't Call Traveling A Dream.
Make It A Plan.
S
W
O
T
trength:
eakness:
pportunity:
hreat:
We gain life-long experiences, enthusiasm, & motivation
for a more balanced life.
We need to adjust our time & find time to explore as well
as funding to boost brand awareness via paid media.
We are able to put ourselves out there - to travel, meet
new people, be creative, & build our personality.
We need to be active and up-to-date as traveling is
common & there are a lot of competition/trends.

15. Just Go!
If you're twenty-five, physically fit, hungry
to learn and be better, I urge you to travel -
as far and as widely as possible. Sleep on
floors if you have to. Find out how other
people live and eat and cook. Learn from
them wherever you go.
Anthony Bourdain