The document provides a social media strategy plan for Balcaon Paradise Resort. It recommends developing an updated website and blog to engage customers. It also suggests using Facebook, Twitter, LinkedIn and YouTube to spread brand awareness at a low cost and target the internet-savvy audience. Key aspects of the strategy include developing Facebook applications and games, using Twitter to share resort updates, creating a LinkedIn profile to attract corporate clients and uploading promotional videos on YouTube. It provides estimated costs and tools to measure the success of the social media campaign.
The document outlines the rules and guidelines for the Sync-Quest case competition, which will be held in two stages. Stage 1 involves teams submitting a case solution presentation of up to 15 slides by July 31st. Stage 2 will involve final presentations by 7 shortlisted teams at NITIE on August 13th, where a panel of judges will determine prize winners. Teams can consist of a maximum of two students from the same college. The top prizes are Rs. 20,000 for first place and Rs. 10,000 for second place.
This document contains three sections:
1. A disclaimer stating that the publication contains general information and should not be used as professional advice without consulting a qualified professional. Deloitte is not responsible for any losses from relying on the publication.
2. Background information on Deloitte, describing it as a network of independent entities.
3. A copyright notice for the publication.
XYZ Frozen Foods was established in the 1990s as a marine export company but later expanded into frozen Indian foods. It faces slower growth than competitors due to a limited product portfolio, inappropriate plant location, and limited distribution and certifications. To meet objectives of ₹500 cr turnover and profitability within 5 years, XYZ is considering options like expanding its product range and distribution network, obtaining new certifications, setting up an additional plant, and implementing an online ordering system. However, the management is divided on strategies due to the company's financial losses and poor margins.
Prc handbook text use of blackboard in nieCasey Ng
The document provides instructions for accessing and using Blackboard (also called GeNIEus), the learning management system used at NIE. It explains that users can access Blackboard courses by logging into the Teachers' Portal with their NIE username and password. It also gives details on updating user profiles, allowing instructors to send messages, getting technical support, accessing user guides, and common features found in Blackboard courses like assignments, discussions, and document sharing.
The document outlines the rules and guidelines for the Sync-Quest case competition, which will be held in two stages. Stage 1 involves teams submitting a case solution presentation of up to 15 slides by July 31st. Stage 2 will involve final presentations by 7 shortlisted teams at NITIE on August 13th, where a panel of judges will determine prize winners. Teams can consist of a maximum of two students from the same college. The top prizes are Rs. 20,000 for first place and Rs. 10,000 for second place.
This document contains three sections:
1. A disclaimer stating that the publication contains general information and should not be used as professional advice without consulting a qualified professional. Deloitte is not responsible for any losses from relying on the publication.
2. Background information on Deloitte, describing it as a network of independent entities.
3. A copyright notice for the publication.
XYZ Frozen Foods was established in the 1990s as a marine export company but later expanded into frozen Indian foods. It faces slower growth than competitors due to a limited product portfolio, inappropriate plant location, and limited distribution and certifications. To meet objectives of ₹500 cr turnover and profitability within 5 years, XYZ is considering options like expanding its product range and distribution network, obtaining new certifications, setting up an additional plant, and implementing an online ordering system. However, the management is divided on strategies due to the company's financial losses and poor margins.
Prc handbook text use of blackboard in nieCasey Ng
The document provides instructions for accessing and using Blackboard (also called GeNIEus), the learning management system used at NIE. It explains that users can access Blackboard courses by logging into the Teachers' Portal with their NIE username and password. It also gives details on updating user profiles, allowing instructors to send messages, getting technical support, accessing user guides, and common features found in Blackboard courses like assignments, discussions, and document sharing.
Aurora Dental Group Integrated Marketing CampaignMaureen Lepke
This document presents an integrated marketing communications plan for Aurora Dental Group to increase brand awareness and revenue in Aurora, Illinois. It analyzes the target market and competition. Key recommendations include increasing sponsorship of local high school and park district teams to promote the brand through uniforms and equipment. The plan outlines objectives, budgets, and strategies for advertising, promotions, and branding including developing a new tagline and logo. It aims to establish Aurora Dental Group as the top choice for dental care in the Aurora community.
The document provides an integrated marketing plan for IMT Ghaziabad to increase its visibility and enhance its reputation. It outlines goals and strategies to build the brand's reputation through broad messaging to internal and external audiences. It also aims to increase enrollment through targeted marketing. The plan proposes initiatives across various marketing channels including the website, surveys, advertising, email marketing, events, and calling. It provides objectives, target audiences, branding guidelines, and metrics for evaluation for each proposed initiative.
Preview Version - Can be downloaded via http://tiny.cc/ugosthesis
---
Managing a brand strategy through the digital medium, is it better done in-house or outsourced to a communication agency?
A reflexion on the current state and the future of digital communication strategies from experiences in new media communication agencies and in the marketing department of a social gaming company.
Ugo Orlando, November 2011.
---
Preview Version - Can be downloaded via http://tiny.cc/ugosthesis
How to find Social Media Success - Havas Digital InsightsHavas Media
How can we find social media success?
At Havas Digital, we believe that success is not with the brands that shout the loudest anymore, it’s about those that seek to inspire conversations, engage consumers and reward interaction to add meaningful value to the life of their customers. Find out more on what we think with this Havas Digital Insights piece.
Nowadays, social networks are now important part and parcel of business and life of everyone. Therefore, you, as a business owner, should take their presence seriously, look at it smartly, and have a plan to use them to achieve sales and marketing goals. Like other "Smart Business" books, this book is based on a smart look; It means looking at existing standards and realities from different angles so you can succeed at what you do. Based on this, you will learn how to use social networks smartly in business.
How to-calculate-the-roi-of-social-publishingShamsher Khan
The document discusses how to calculate the return on investment (ROI) of social publishing. It outlines three value drivers for ROI: building brand awareness and growth, driving behavior and conversions, and deploying and managing social presences at scale. For each value driver, it identifies relevant social impact measures and business metrics. It then provides examples of how a fictional company called BestTech calculates revenue increases and cost savings from their social publishing efforts using Salesforce Buddy Media. In total, BestTech sees an annual ROI increase of over $100,000 from improved social media capabilities.
The document provides guidance for using social media marketing effectively. It discusses setting up social media profiles, customizing them, engaging in social media etiquette, and using various social networking sites and bookmarking sites strategically. Tips are provided for sites like Facebook, Twitter, Flickr and others. The document also discusses measuring social media marketing results and addresses common concerns about potential negative comments or whether certain markets are suited for social media. It emphasizes building relationships with customers through social media to drive business goals like increasing sales and customer base.
Why social marketing will deliver a roi for your barandDung Tri
This document discusses how social media marketing can deliver a positive return on investment (ROI) for brands. It provides statistics showing that social media networks now reach the majority of internet users worldwide. The document then discusses how social media influences consumers, with research finding that recommendations from friends on social media strongly influence purchase decisions. The rest of the document outlines a three-phase approach for social media marketing: growth, engagement, and monetization. It provides examples of how brands have implemented strategies in each phase to achieve a positive ROI.
The Community Effect: The Art of Becoming a Customer Experience LeaderGet Satisfaction
This document introduces the Get Satisfaction community platform and discusses how cultivating strong customer communities can provide business benefits known as the "community effect". It states that Get Satisfaction has experience in community management and technology and will provide insights into building successful communities. The document outlines that subsequent papers in the series will cover the art, science and tools of enabling communities and realizing the community effect. It also provides an overview of some of the key benefits companies can see from communities like improved customer experience, marketing and increased customer loyalty.
Social media for sustainable tourism development dissertation manoj kumarManoj Kumar
Abstract
This dissertation’s objectives are To understand consumer point of view and Create an internet based marketing plan Aiming at Increasing consumer awareness and recognition worldwide, Create a consumer facing entity which is loved by people Thus making it profitable for companies to behave responsibly and to Build loyal communities which will support efforts in difficult times and Lastly increase sales
The document outlines a campaign plan for the Samaritan Foundation to recruit new foster carers. It includes a situation analysis, objectives, target audiences, and proposed strategies. The campaign will use various tactics like presentations, social media, flyers, an online quiz and event over 4 months to recruit 16 new foster carers in the Newcastle and Mudgee regions of New South Wales. The plan provides details on implementation, contingencies, evaluation and a $3,000 budget.
This digital marketing plan was created by Ali David, Monica Mccarver and Christopher Banks for Motion Sphere, an immersive simulation experience company. The plan aims to increase brand recognition through social media strategies on Facebook, Instagram, and YouTube. It also suggests expanding events in the US and internationally. Advertising tactics proposed include YouTube and Instagram ads, search engine optimization, and pay-per-click advertising. Key performance indicators like new contracts, social media followers, website traffic will measure success.
Green Hat B2B Marketing Outlook Australia 2014 Sneak PeekGreen Hat
This document is a research report on B2B marketing practices in Australia in 2014. It contains an executive summary with key findings and observations from the research. The bulk of the document details research results on topics like marketing resources, challenges, channels, automation, content marketing, metrics, and social media. It was conducted by Green Hat with support from several marketing organizations to explore current B2B marketing intentions and directions.
Social media-strategy-for-human-resourcesShamsher Khan
This document provides guidance on using social media for human resources purposes. It discusses strategies for showcasing a company on social media to attract candidates, including highlighting work accomplishments, employees, and company culture. It also offers tips for finding candidates on LinkedIn, Facebook, and Twitter, such as creating dedicated career pages and profiles, targeting ads, engaging with relevant communities, and encouraging employee referrals. Additionally, it addresses legal considerations around screening candidates' social media and training employees on appropriate social media use and policies.
The document summarizes the results of a survey about inbound marketing in 2010. Three key findings are: 1) Inbound marketing channels continue to have dramatically lower costs per lead than outbound channels. 2) Social media and blogs are the fastest growing categories and have the lowest costs. 3) Over 40% of respondents have acquired customers through social media channels like Facebook and LinkedIn, showing they can directly generate leads.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with a 60% lower cost.
2) Social media and blogs are the fastest growing categories in marketing budgets, up 67% year-over-year.
3) Three out of four inbound marketing channels have lower costs than any outbound channel.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with inbound strategies costing 60% less.
2) Social media and blogs are the fastest growing categories for lead generation budgets, and are ranked as the lowest cost channels.
3) Businesses are successfully generating real customers through social media and blog marketing.
My first large-scale marketing project, my team and I completed this one during my Junior year. I consider it the single most significant learning experience of my college career. For this project, I learned Photoshop, how to write a comprehensive marketing plan, and strategies for producing an engaging and compelling project overall. Contains many images, some copyrighted and some not. Contact me if you have questions.
Aurora Dental Group Integrated Marketing CampaignMaureen Lepke
This document presents an integrated marketing communications plan for Aurora Dental Group to increase brand awareness and revenue in Aurora, Illinois. It analyzes the target market and competition. Key recommendations include increasing sponsorship of local high school and park district teams to promote the brand through uniforms and equipment. The plan outlines objectives, budgets, and strategies for advertising, promotions, and branding including developing a new tagline and logo. It aims to establish Aurora Dental Group as the top choice for dental care in the Aurora community.
The document provides an integrated marketing plan for IMT Ghaziabad to increase its visibility and enhance its reputation. It outlines goals and strategies to build the brand's reputation through broad messaging to internal and external audiences. It also aims to increase enrollment through targeted marketing. The plan proposes initiatives across various marketing channels including the website, surveys, advertising, email marketing, events, and calling. It provides objectives, target audiences, branding guidelines, and metrics for evaluation for each proposed initiative.
Preview Version - Can be downloaded via http://tiny.cc/ugosthesis
---
Managing a brand strategy through the digital medium, is it better done in-house or outsourced to a communication agency?
A reflexion on the current state and the future of digital communication strategies from experiences in new media communication agencies and in the marketing department of a social gaming company.
Ugo Orlando, November 2011.
---
Preview Version - Can be downloaded via http://tiny.cc/ugosthesis
How to find Social Media Success - Havas Digital InsightsHavas Media
How can we find social media success?
At Havas Digital, we believe that success is not with the brands that shout the loudest anymore, it’s about those that seek to inspire conversations, engage consumers and reward interaction to add meaningful value to the life of their customers. Find out more on what we think with this Havas Digital Insights piece.
Nowadays, social networks are now important part and parcel of business and life of everyone. Therefore, you, as a business owner, should take their presence seriously, look at it smartly, and have a plan to use them to achieve sales and marketing goals. Like other "Smart Business" books, this book is based on a smart look; It means looking at existing standards and realities from different angles so you can succeed at what you do. Based on this, you will learn how to use social networks smartly in business.
How to-calculate-the-roi-of-social-publishingShamsher Khan
The document discusses how to calculate the return on investment (ROI) of social publishing. It outlines three value drivers for ROI: building brand awareness and growth, driving behavior and conversions, and deploying and managing social presences at scale. For each value driver, it identifies relevant social impact measures and business metrics. It then provides examples of how a fictional company called BestTech calculates revenue increases and cost savings from their social publishing efforts using Salesforce Buddy Media. In total, BestTech sees an annual ROI increase of over $100,000 from improved social media capabilities.
The document provides guidance for using social media marketing effectively. It discusses setting up social media profiles, customizing them, engaging in social media etiquette, and using various social networking sites and bookmarking sites strategically. Tips are provided for sites like Facebook, Twitter, Flickr and others. The document also discusses measuring social media marketing results and addresses common concerns about potential negative comments or whether certain markets are suited for social media. It emphasizes building relationships with customers through social media to drive business goals like increasing sales and customer base.
Why social marketing will deliver a roi for your barandDung Tri
This document discusses how social media marketing can deliver a positive return on investment (ROI) for brands. It provides statistics showing that social media networks now reach the majority of internet users worldwide. The document then discusses how social media influences consumers, with research finding that recommendations from friends on social media strongly influence purchase decisions. The rest of the document outlines a three-phase approach for social media marketing: growth, engagement, and monetization. It provides examples of how brands have implemented strategies in each phase to achieve a positive ROI.
The Community Effect: The Art of Becoming a Customer Experience LeaderGet Satisfaction
This document introduces the Get Satisfaction community platform and discusses how cultivating strong customer communities can provide business benefits known as the "community effect". It states that Get Satisfaction has experience in community management and technology and will provide insights into building successful communities. The document outlines that subsequent papers in the series will cover the art, science and tools of enabling communities and realizing the community effect. It also provides an overview of some of the key benefits companies can see from communities like improved customer experience, marketing and increased customer loyalty.
Social media for sustainable tourism development dissertation manoj kumarManoj Kumar
Abstract
This dissertation’s objectives are To understand consumer point of view and Create an internet based marketing plan Aiming at Increasing consumer awareness and recognition worldwide, Create a consumer facing entity which is loved by people Thus making it profitable for companies to behave responsibly and to Build loyal communities which will support efforts in difficult times and Lastly increase sales
The document outlines a campaign plan for the Samaritan Foundation to recruit new foster carers. It includes a situation analysis, objectives, target audiences, and proposed strategies. The campaign will use various tactics like presentations, social media, flyers, an online quiz and event over 4 months to recruit 16 new foster carers in the Newcastle and Mudgee regions of New South Wales. The plan provides details on implementation, contingencies, evaluation and a $3,000 budget.
This digital marketing plan was created by Ali David, Monica Mccarver and Christopher Banks for Motion Sphere, an immersive simulation experience company. The plan aims to increase brand recognition through social media strategies on Facebook, Instagram, and YouTube. It also suggests expanding events in the US and internationally. Advertising tactics proposed include YouTube and Instagram ads, search engine optimization, and pay-per-click advertising. Key performance indicators like new contracts, social media followers, website traffic will measure success.
Green Hat B2B Marketing Outlook Australia 2014 Sneak PeekGreen Hat
This document is a research report on B2B marketing practices in Australia in 2014. It contains an executive summary with key findings and observations from the research. The bulk of the document details research results on topics like marketing resources, challenges, channels, automation, content marketing, metrics, and social media. It was conducted by Green Hat with support from several marketing organizations to explore current B2B marketing intentions and directions.
Social media-strategy-for-human-resourcesShamsher Khan
This document provides guidance on using social media for human resources purposes. It discusses strategies for showcasing a company on social media to attract candidates, including highlighting work accomplishments, employees, and company culture. It also offers tips for finding candidates on LinkedIn, Facebook, and Twitter, such as creating dedicated career pages and profiles, targeting ads, engaging with relevant communities, and encouraging employee referrals. Additionally, it addresses legal considerations around screening candidates' social media and training employees on appropriate social media use and policies.
The document summarizes the results of a survey about inbound marketing in 2010. Three key findings are: 1) Inbound marketing channels continue to have dramatically lower costs per lead than outbound channels. 2) Social media and blogs are the fastest growing categories and have the lowest costs. 3) Over 40% of respondents have acquired customers through social media channels like Facebook and LinkedIn, showing they can directly generate leads.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with a 60% lower cost.
2) Social media and blogs are the fastest growing categories in marketing budgets, up 67% year-over-year.
3) Three out of four inbound marketing channels have lower costs than any outbound channel.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with inbound strategies costing 60% less.
2) Social media and blogs are the fastest growing categories for lead generation budgets, and are ranked as the lowest cost channels.
3) Businesses are successfully generating real customers through social media and blog marketing.
My first large-scale marketing project, my team and I completed this one during my Junior year. I consider it the single most significant learning experience of my college career. For this project, I learned Photoshop, how to write a comprehensive marketing plan, and strategies for producing an engaging and compelling project overall. Contains many images, some copyrighted and some not. Contact me if you have questions.
2. Social Media Strategy Plan : Buzzz It
Social Media Strategy Plan for
Balcaon Paradise Resort
Report prepared for Buzzz It Competition - Samriddhi 2010
Report Submitted by :
Amit Kaundinya
Xavier Institute of Management,
Bhubaneswar.
Email id: u110127@stu.ximb.ac.in
Mobile No. : 7873223326
1|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
3. Social Media Strategy Plan : Buzzz It
Contents
1 Introduction ......................................................................................................................................... 3
................................................................................................................................
.........................................................................................................
2 The Need For Social Media Marketing ............................................................................................... 4
................................................................
...............................................................
3 Defining The Strategy ........................................................................................................................... 5
...........................................................................................................................
................................................................
3.1 Company Website & Blog ........................................................................................................................... 5
3.2 Facebook ..................................................................................................................................................... 6
3.3 Twitter .......................................................................................................................................................... 6
3.4 Linked In ...................................................................................................................................................... 6
3.5 Youtube......................................................................................................................................................... 7
................................................................................................................................
......................................................................................................
4 Money Matters ...................................................................................................................................... 8
5 Measuring Your Success .................................................................................................................... 10
................................................................................................
....................................................................................
6 Social Media Pointers ......................................................................................................................... 11
.........................................................................................................................
................................................................
7 Conclusion ......................................................................................................................................... 12
................................................................................................................................
.........................................................................................................
8 References ........................................................................................................................................ 13
................................................................................................................................
........................................................................................................
2|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
4. Social Media Strategy Plan : Buzzz It
1 Introduction
Facebook (FB) has 400 million users. 200 million log into FB every day. Average user has
130 friends. People spend over 500 billion minutes per month on Facebook.
Statistics from FB press room
In today’s information age a large portion of the time spent by people is on the internet and a
major portion of that time is spent on social networking sites like Facebook, Twitter, Linked In,
Myspace, Youtube, etc. While traditional media (advertising on newspaper, Television) is still
the primary advertising mode, internet and social marketing is slowly increasing its share. Do not
be surprised if within the next ten years or so, social media marketing becomes the dominant
form of advertising and marketing your services. Making your brand presence on the Internet
is quintessential for any business of today. The question today is not whether you want to get into
social media marketing; it is how effectively you will position yourself in the social media.
With the annual population of tourists at 1.2 millions, Goa attracts 12% of the total foreign
tourists visiting India. The Balcaon Paradise Resort which is in the business of tourism and
hospitality caters to a global audience. Being a three star hotel, the target audience would be
the upper middle class and the higher class, internet savvy individuals. With its target audience
primarily on the internet, Balcaon Paradise Resort needs to develop a social media strategy on the
internet to favorably position its brand to its end customers. The report presents the steps Balcaon
Paradise Resort must take to enhance its internet visibility and widen the umbrella of target users
by developing a systematic and efficient social media strategy.
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Prepared for Samriddhi 2010 - Buzzz It Competition
5. Social Media Strategy Plan : Buzzz It
2 The Need For Social Media Marketing
“Social media are media for social interaction, using highly accessible and
scalable publishing techniques. Social media use web-based technologies to
transform and broadcast media monologues into social media dialogues.”
“Does your business need a social media marketing strategy? ”
If the answer to all of the below questions is “Yes”. Then your business definitely needs to take
the social media route.
• Is my business customer centric and spreads with word of mouth from customers?
• Is my business targeting a global audience?
• Do I need to know what your customers feel about your business and accordingly keep
improving and innovating?
• Do I need to spread brand awareness to a large audience at a low cost?
• Is my business targeting the internet friendly audience?
Balcaon Paradise resort being in the hospitality business would definitely respond
with a resounding “Yes” to all the above questions. Hence a social media strategy is
absolutely necessary for the Balcaon Resort.
4|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
6. Social Media Strategy Plan : Buzzz It
3 Defining The Strategy
Defining
“A satisfied customer is the best business strategy of all” – Michael
Leboeuf
Given below is the detailed strategy for use of social media for the Balcaon Resort. The most
popular social media networks are classified below and the strategy is woven amongst each one
of them. A successful social media strategy for Balcaon Resort would encompass all the
platforms mentioned below and involve integration of all of them. Remember he, “Whole is
greater than the sum of its parts”.
3.1 Company Website & Blog
Your company office gives an idea of the financial status and represents the personality of
your company. Similarly on the internet it is your website that decides how your customers
will perceive you. It is very important to have a well designed updated website for Balcaon
Paradise. The name of the site should contain the resorts name e.g.
www.balcaonparadise.com. The lively spirit of Goa in the form of its beaches, its people,
temples and churches should come out clearly through the website. Colors used should be on
the brighter side. Avoid clutter as much as possible. Say a lot through pictures instead of
being verbose. Make sure you have testimonials of your loyal visitors in the top frame of
your site.
The website should be accompanied with a travel cum resort blog. Users should be given a
provision to register on the blog, and provide their Goa travel experiences. Guests who
have stayed previously in Balcaon Paradise Resort can share their reviews of the resort. A
blog provides a pull effect and drives your customers to you. The users of the blog will
sense a belonging towards the restaurant, a kind of emotional attachment towards Balcaon
and you are sure to build a loyal customer base. Online communities can be created once
the site traffic increases to around 500 unique visitors daily.
5|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
7. Social Media Strategy Plan : Buzzz It
3.2 Facebook
We recommend registering a business account for Balcaon Resort on Facebook and
creating a business fan page. Facebook advertising is expensive, has a low click through
ratio, and an even lower conversion ratio, we do not recommend this. Instead we
recommend the use of Facebook applications to engage users and build the Balcaon fan
following.
Games should be developed that revolve around the Balcaon Resort. For example, we could
have a treasure hunt game centered on Balcaon Resort. Facebook games go a long way in
establishing the stickiness effect, gluing visitors to your page and positioning your brand
in the mind space of your potential customers.
3.3 Twitter
Twitter is the micro blog of your company. The Balcaon Resort twitter profile needs to be
created and verified. The PR head of the resort should tweet the latest news and happenings
of the Balcaon Resort (special offers, PR reports, etc.). Refrain from posting any personal
opinions or comments. Tweet just the facts of the resort, the latest updates, etc. Follow
peers in your domain to understand the latest happenings in the hospitality industry. We
recommend the use of TweetDeck to eliminate the noise in tweeting and to facilitate the
tweeting process.
3.4 Linked In
LinkedIn is a website for the professionals. We recommend a profile being created for the
Balcaon Resort (and not for a representative of the resort). This is because the restaurant has
a perpetual entity. LinkedIn allows you to get recommended by professionals who have
had associations with you. Hence potential customers can be attracted seeing
recommendations of your current customers. LinkedIn serves as a good platform to attract
corporate clients to organize events in your resort and to establish long term
relationships.
6|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
8. Social Media Strategy Plan : Buzzz It
3.5 Youtube
Viral marketing is the need of the hour. There is nothing better to attract users than a viral
video. YouTube provides you with a large user base with whom you can share your videos.
Create a separate channel on YouTube and upload videos of events, functions, activities
taking place at the Balcaon Resort.
As mentioned earlier, all the services mentioned above should be used in an integrated
mode and not individually. As that would produce compounded effect. Integration basically
means integrating your website, Facebook, twitter, LinkedIn and blog accounts together
such that updates on one of the platforms, updates on the rest. This can be easily done
through plug-ins that are freely available.
7|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
9. Social Media Strategy Plan : Buzzz It
4 Money Matters
“Its all about the money, honey”
The table below gives an estimate of the funds needed to kick start the social media campaign
and the operating costs that would be incurred. Fixed costs are onetime costs for the setup.
Operating Costs are monthly costs
Sr. No. Social Media Service Fixed Costs Operating Costs
Used (in Rs.) monthly (in Rs.)
1 Hotel Website 75,000 3,500
2 Facebook 30,000 20,000
3 Twitter NIL NIL
4 Linked In NIL NIL
5 Online Communities 15,000 2000
8|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
10. Social Media Strategy Plan : Buzzz It
The One Year Growth Strategy
Cost figures mentioned above are based on my experience (3 years) in the Social Media Marketing and
Search Engine Optimisation Business.
9|Page
Prepared for Samriddhi 2010 - Buzzz It Competition
11. Social Media Strategy Plan : Buzzz It
5 Measuring Your Success
“Not everything that counts can be counted, and not everything that can be
counted counts” – Albert Einstein
Social media is not magic. There is no abracadabra spell that could turn your brand into a
“ROCKSTAR” within a small time. Keep realistic expectations. Expecting users to flock
on your face book page or your followers on twitter matching that of SRK are unrealistic.
And even doing a match of the revenue growth of your business after 2-3 months of kicking
off your social media strategy and expecting significant change is a highly unrealistic
expectation.
The results of social media are generally intangible but very important for a business
nonetheless. Social media is more of user engagement, user emotions, user relationship and
less of numbers and facts. All said, finally business is about numbers, we need figures to
plan our next move, to redefine our strategy or to strengthen it.
Social Media Tracking Tools :
1. Priced Social Media Tracking Tools: Tools like Spiral 16, Radian6 and BrandsEye are
available in the market. These are highly priced, upward of $ 600 monthly and we do
not recommend these. However all tools have a trial usage offer, which can be tried
out and if found beneficial can be thought of purchasing for a small period.
2. Free Social Media Tracking Tools: SocialMention is a free social media tracking tool
in which you can search for your brand and find the strength, sentiment, passion and
reach for your brand.
Google Analytics : This is the best analysis tool when it comes to analyzing your
website traffic. It provides demographic analysis, user bounce rate, repeat users, set
performance goals, find traffic sources overview,etc.
10 | P a g e
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12. Social Media Strategy Plan : Buzzz It
6 Social Media Pointers
Ten pointers that Balcaon Resort should keep in mind for effective Social Media Marketing:
1. Ensure proper moderation of the blog, any comments, posts, tweets, which hurt the
general sentiment of the public or that smell of controversy, should be kept out.
2. Answer questions asked by users on the social media circuit. Do not dismiss any question
as silly and any user as a worthless one. Remember you are on the social media circuit to
answer those very silly questions.
3. Social Media is evolving fast and one needs to be adaptable and flexible enough to
move with its pace. What once was a rage (Orkut) has now fizzled out. You need to
constantly (every 3 months) review your social media strategy. If there are certain areas you
are not doing well on the social circuit, consider eliminating it from your strategy or doing it
differently. Play to your strengths.
4. Do not expect quick results. The results of social media marketing take some time to
show in; do not get frustrated with slow results. Have confidence in the strategy, invest
proper resources and the results would follow.
5. Treat everyone on your social media circuit with respect and importance. You never
know who might turn out to be a potential customer.
6. Help one and all. Even if some user on the social media circuit is not your customer, offer
all possible help in your capacity. You may just win over a customer.
7. Innovate. A stagnant website will not interest users. Keep updating your website with
relevant content. Just like your office needs renovation every once in a while, so does your
website. Consider redesigns of the website every 2-3 years. While it is important to be in
alignment with your competitors services, make sure that you have that extra edge that
differentiates you from your competitor.
8. Enjoy the social media process. If you do not like interacting with people on the social
circuit, then hire someone to do it. If you do not enjoy what you do, it is not going to work.
9. Protect confidential information.
10. Speak the values of the company. Whatever you blog, comment, tweet should be in line
with the company values and not personal opinions. On the internet once you do it you
cannot undo it.
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13. Social Media Strategy Plan : Buzzz It
7 Conclusion
A Snapshot of the Strategy
*Traffic figures above are daily unique traffic on the website and blog.
*Followers are the combined follower base of Facebook, communities and twitter.
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14. Social Media Strategy Plan : Buzzz It
8 References
1. http://goagovt.nic.in/gag/platou.htm : Reference for tourist population statistics.
2. Wikepedia : social media definitions.
3. Facebook.com : Facebook statistics.
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