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Strategy
Strategy
Different type of holiday promoted each week.
Strategy
Different type of holiday promoted each week.

These targeted holidays included;

 Student Holidays
 Golf Holidays
 Skiing Holidays
 Cultural Holidays
 Florida Holidays
 Chill out Holidays
Strategy
Different type of holiday promoted each week.

These targeted holidays included;

 Student Holidays
 Golf Holidays
 Skiing Holidays
 Cultural Holidays
 Florida Holidays
 Chill out Holidays


Timings based on major events and school holidays.
Fan

143 Fans

Global Campaign
Fan

 143 Fans

 Global Campaign

  Hugely Successful
launch week.
Role of Faceboo
Role of Faceboo
Central to campaign
Role of Faceboo
   Central to campaign
   Blog, Twitter, and You Tube Channels
linked to site     via RSS.
Facebook Posts
Facebook Posts

Designed to Inform and Entice Fans.
Facebook Posts

Designed to Inform and Entice Fans.
Direct Link
Facebook Posts

Designed to Inform and Entice Fans.
Direct Link
Stunning Photos
Inform and Enga

  Relevant Information and Discussion Posts to
Engage with Customers.
Inform and Enga

  Relevant Information and Discussion Posts to
Engage with Customers.




                   What to wear
                   on holiday?
Fan Interacti
Facebook
 Evaluation
Fantastic Response
Facebook
   Evaluation
  Fantastic Response
  Most successful in
terms of subscribers.
Facebook
  Evaluation
  Fantastic Response
  Most successful in
terms of subscribers.
  Student week most
popular with over 500
views.
Key Statistic
7 videos
400 views
Subscriptions & Friends
Video View
                    YouTube Video Views (As of 9th May 2010)
130.0



 97.5



 65.0



 32.5



   0
        Intro   Student   Skiing Skiing Bonus Florida    Culture   Golf
Blog
Key
6 blogs
47 views in total
Linked in with Twitter
Twitter Strate
Twitter Strate

 Extensively used hash tags such as
#summer, #villa and #travel.
Twitter Strate

 Extensively used hash tags such as
#summer, #villa and #travel.
 Followed people of parallel interest.
Twitter Strate

 Extensively used hash tags such as
#summer, #villa and #travel.
 Followed people of parallel interest.
 Attempted to engage with likeminded
Twitterers by joining travel related lists.
Twitter Strate

 Extensively used hash tags such as
#summer, #villa and #travel.
 Followed people of parallel interest.
 Attempted to engage with likeminded
Twitterers by joining travel related lists.
  Tweeted about latest offers, holiday
ideas and generic travel information.
Twitter Evaluati
Twitter Evaluati

 Twitter Rank of 51/100 (using ‘Twitter
Grader’)
Twitter Evaluati

 Twitter Rank of 51/100 (using ‘Twitter
Grader’)
 Struggled to acquire adequate
followers.
Twitter Evaluati

 Twitter Rank of 51/100 (using ‘Twitter
Grader’)
 Struggled to acquire adequate
followers.
 Engagement over advertisements.
Analytics
Method
Method
 Assess the performance of social media
initiatives.
Method
 Assess the performance of social media
initiatives.
 Aligning our strategies to Business
Objectives.
Method
 Assess the performance of social media
initiatives.
 Aligning our strategies to Business
Objectives.
 Google Analytics
Method
 Assess the performance of social media
initiatives.
 Aligning our strategies to Business
Objectives.
 Google Analytics
 Rich Data on ‘Page views’ ‘No. of visits
Benchmarks
Regression
 Model
Regression
                              Model
 Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
Regression
                              Model
 Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
 ‘Planted’ links
Regression
                              Model
 Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
 ‘Planted’ links
 Regression: Assess the strength of each
variable
Regression
                              Model
 Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
 ‘Planted’ links
 Regression: Assess the strength of each
variable
 Holding the other variables constant
Regression
                              Model
 Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
 ‘Planted’ links
 Regression: Assess the strength of each
variable
 Holding the other variables constant
 The Model:
Regression
                              Model
 Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
 ‘Planted’ links
 Regression: Assess the strength of each
variable
 Holding the other variables constant
 The Model:
Results
Interpretatio

 A 1% increase in ‘Facebook’ views lead
to a 14.6% increase in GPV Page Views.
 A 1% increase in ‘YouTube’ views lead
to a 8.6% increase in GPV Page Views.
  A 1% increase in ‘Search Engine’ views
lead to a 99% increase in GPV Page
Views.
Project
                              Evaluation
 Given the data limitations, results suggest a
positive impact of Social Media Initiatives
 Leads to significant increase in page views
 Greater awareness
 Translates to greater revenue opportunities
Project
                                      Evaluation
Most Effective:
 YouTube
 Facebook
    Ad-ology (2009)
    Rubicon (2008) Nielson’s 1:9:90 rule

Least Effective:
 Twitter
 Blogging

Limitations:
 Distance to Properties
Future
Future
 Targeting
    (Meadows, 2008)


 iPhone App or ‘Lite Site’
 Platform Created for
Progression
International
  Venture
References
Twitter Grader (2009) [Online]. Available at: http://twitter.grader.com/
[Accessed 10 May 2010]

Rubicon (2008) Online Communities and Their Impact on Business:
Ignore at Your Peril

Ad-ology Survey, US, 11/09

Meadows, S. (2008) Who are tomorrow’s customers and how will I serve
them? Jam IP

Ted Schadler (2008) Media and Marketing Online Survey North American
Technographics

Unknown Author (2010) A World of Connections – A Special Report on
Social Networking. The Economist (January 30th)

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Online Marketing at Global Premier Villas

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 13. Strategy Different type of holiday promoted each week.
  • 14. Strategy Different type of holiday promoted each week. These targeted holidays included; Student Holidays Golf Holidays Skiing Holidays Cultural Holidays Florida Holidays Chill out Holidays
  • 15. Strategy Different type of holiday promoted each week. These targeted holidays included; Student Holidays Golf Holidays Skiing Holidays Cultural Holidays Florida Holidays Chill out Holidays Timings based on major events and school holidays.
  • 16.
  • 17.
  • 19. Fan 143 Fans Global Campaign Hugely Successful launch week.
  • 20.
  • 22. Role of Faceboo Central to campaign
  • 23. Role of Faceboo Central to campaign Blog, Twitter, and You Tube Channels linked to site via RSS.
  • 24.
  • 26. Facebook Posts Designed to Inform and Entice Fans.
  • 27. Facebook Posts Designed to Inform and Entice Fans. Direct Link
  • 28. Facebook Posts Designed to Inform and Entice Fans. Direct Link Stunning Photos
  • 29.
  • 30. Inform and Enga Relevant Information and Discussion Posts to Engage with Customers.
  • 31. Inform and Enga Relevant Information and Discussion Posts to Engage with Customers. What to wear on holiday?
  • 32.
  • 34.
  • 36. Facebook Evaluation Fantastic Response Most successful in terms of subscribers.
  • 37. Facebook Evaluation Fantastic Response Most successful in terms of subscribers. Student week most popular with over 500 views.
  • 38.
  • 39.
  • 40.
  • 41. Key Statistic 7 videos 400 views Subscriptions & Friends
  • 42.
  • 43. Video View YouTube Video Views (As of 9th May 2010) 130.0 97.5 65.0 32.5 0 Intro Student Skiing Skiing Bonus Florida Culture Golf
  • 44. Blog
  • 45.
  • 46.
  • 47. Key 6 blogs 47 views in total Linked in with Twitter
  • 48.
  • 49.
  • 50.
  • 52. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel.
  • 53. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel. Followed people of parallel interest.
  • 54. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel. Followed people of parallel interest. Attempted to engage with likeminded Twitterers by joining travel related lists.
  • 55. Twitter Strate Extensively used hash tags such as #summer, #villa and #travel. Followed people of parallel interest. Attempted to engage with likeminded Twitterers by joining travel related lists. Tweeted about latest offers, holiday ideas and generic travel information.
  • 56.
  • 58. Twitter Evaluati Twitter Rank of 51/100 (using ‘Twitter Grader’)
  • 59. Twitter Evaluati Twitter Rank of 51/100 (using ‘Twitter Grader’) Struggled to acquire adequate followers.
  • 60. Twitter Evaluati Twitter Rank of 51/100 (using ‘Twitter Grader’) Struggled to acquire adequate followers. Engagement over advertisements.
  • 62.
  • 64. Method Assess the performance of social media initiatives.
  • 65. Method Assess the performance of social media initiatives. Aligning our strategies to Business Objectives.
  • 66. Method Assess the performance of social media initiatives. Aligning our strategies to Business Objectives. Google Analytics
  • 67. Method Assess the performance of social media initiatives. Aligning our strategies to Business Objectives. Google Analytics Rich Data on ‘Page views’ ‘No. of visits
  • 68.
  • 70.
  • 72. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site
  • 73. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links
  • 74. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable
  • 75. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable Holding the other variables constant
  • 76. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable Holding the other variables constant The Model:
  • 77. Regression Model Assessing the strength of YouTube and Facebook strategies in referring to the client’s site ‘Planted’ links Regression: Assess the strength of each variable Holding the other variables constant The Model:
  • 78.
  • 80.
  • 81. Interpretatio A 1% increase in ‘Facebook’ views lead to a 14.6% increase in GPV Page Views. A 1% increase in ‘YouTube’ views lead to a 8.6% increase in GPV Page Views. A 1% increase in ‘Search Engine’ views lead to a 99% increase in GPV Page Views.
  • 82.
  • 83. Project Evaluation Given the data limitations, results suggest a positive impact of Social Media Initiatives Leads to significant increase in page views Greater awareness Translates to greater revenue opportunities
  • 84.
  • 85. Project Evaluation Most Effective: YouTube Facebook Ad-ology (2009) Rubicon (2008) Nielson’s 1:9:90 rule Least Effective: Twitter Blogging Limitations: Distance to Properties
  • 86.
  • 88. Future Targeting (Meadows, 2008) iPhone App or ‘Lite Site’ Platform Created for Progression
  • 89.
  • 91.
  • 92. References Twitter Grader (2009) [Online]. Available at: http://twitter.grader.com/ [Accessed 10 May 2010] Rubicon (2008) Online Communities and Their Impact on Business: Ignore at Your Peril Ad-ology Survey, US, 11/09 Meadows, S. (2008) Who are tomorrow’s customers and how will I serve them? Jam IP Ted Schadler (2008) Media and Marketing Online Survey North American Technographics Unknown Author (2010) A World of Connections – A Special Report on Social Networking. The Economist (January 30th)

Editor's Notes