Weaknesses<br />Start-up: new, need to spread brand, create voice, stand out.<br />Website Traffic<br />Revenue & Cash flow?<br />
Opportunities To<br />Spread Brand (Tripadvisor!)<br />Help with cost-effective vacations<br />If economy tanks, discounts look better and renters are desperate to rent<br />If economy gets better, people have more money to spend on vacations<br />Appeal to Businesses and Owners and Vacationers<br />
Threats<br />Vacation Time – Consider Seasons<br />Budget – How much money does the company have to spend? <br />Budget – Competitive payment plans? Free trial then $299/month?<br />
Consider INBOUND Marketing <br />Helps to warm clients to company, voice of company bring clients to sales<br />Relationships loyalty<br />People are ONLINE<br />Reach more people at once<br />Remember AudienceS<br />Vacationers<br />Businesses (management?)<br />Rent-by-owner<br />Prospective renters<br />Prospective vacationers<br />
WHY FACEBOOK?<br />22%: people online are on FB<br />55 minutes: Average time on FB<br />95%: Users only look at Newsfeed<br />Consider Opportunities to reach out…<br /><ul><li>Demographic: young people
Population of FB (It would be the largest country)
Influence</li></li></ul><li>FACEBOOK CAMPAIGN<br />EDGERANK: AFFINITY, WEIGHT, DECAY<br />Goals:<br />Increase fans<br />Appear on fans’ newsfeeds<br />How to Achieve Goals:<br />1. Cross-promotion on Twitter, blog, website<br />be visible<br />2. Use photos<br />3. Encourage comments<br />4. Keep text short<br />5. Use full links<br />6. Don’t post through third party apps<br />7. Post when fans are online (measure traffic)<br />Measure?<br />Facebook rewards and punishments<br />Survey idea numerical value of a fan<br />
TWEET YOUR HEART AWAY<br />Goals:<br />Increase followers<br />Bring traffic to website/sales<br />Plan:<br />Put all content on Twitter: questions, blogs, news, vacations, questions, links to website etc.<br />Measure:<br />RT, @Mentions, who is doing what you’re asking them to do?<br />Sentiments<br />Word clouds<br />Observational Notes – Rebrand, Relaunch<br />
EMAIL MARKETING<br />Segment customers<br />Monitor website behavior – Google Analytics– “Lead Scoring”<br />Lead Nuturing<br />Use that monitoring to further segment customers according to where they are in the process of taking action<br />A/B Testing <br />Create email schedule<br />
Blog & Website<br />SEO strategy: SEO Moz or 2-4% keyword volume<br />Inbound links (reputation)<br />Word cloud<br />Topics ideas from Twitter, FB, LinkedIn<br />Measure traffic and source of traffic<br />Research competitive companiesaccess what’s working and what’s not working<br />
Chronology of Campaigns<br />1. Research<br /><ul><li>Competition, language, clientbase</li></ul>2. Blog<br /><ul><li>Tailor content to research findings</li></ul>3. Social Media:<br /><ul><li>Get fans, followers by GIVING them something: discount (trial!), interesting information, interesting stats. Be the hub that people rely on.
Build Database of Clients and access where they are in the process of purchase.
Consider patterns/seasons for all content writing. (Generally, good seasons: March, June-August, November-Early January)</li></li></ul><li>Senior Marketing Associate<br />
Additional Ideas and Considerations<br />Time differences – contacts will be in different time zone. Schedule tweets, updates, etc. to sync with their zones<br />Research European sites/ competition<br />Communicate cultural standards and expectations<br />