1. SOCIAL MEDIA MARKETING PROPOSAL
Produced by:
Ottun Abdul-rasheed .O
For
Travel Router Ltd

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Contents
1.0. EXECUTIVE SUMMARY ........................................................................................................................................................................3
1.1. SITUATION ANALYSIS....................................................................................................................................................................................3
1.3. TARGET AUDIENCE.........................................................................................................................................................................................4
1.4. GENERAL STRATEGY AND TACTICS..........................................................................................................................................................4
1.5. BENEFITS ...........................................................................................................................................................................................................9

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1.0. EXECUTIVE SUMMARY
This social media marketing proposal is prepared specifically for Travel Routers Ltd. The aim of this
proposal is to provideinsights and know-howthat will boast sales and achieve business growth through the
establishment of our presence in every relevant social media channel, engage withprospects and customers
and follow up with them continuously tocreate deep awareness, interest, social authority and trust.
The suggested social media strategies and implementation procedures are based on the findings of the
previously submitted study of social media marketing and trends, and its specifics application to the travel
and tourism business.
This proposal contains an in depth analysis of social media marketing and its influence on the industry, a
general step-by-step procedures and specific strategies and the benefits of the proper implementation of
those strategies.
1.1. SITUATION ANALYSIS
According to our research, current trends in the industry show that one-fifth of leisure travellers worldwide
turn to social media platforms for inspiration within different categories of their travel planning. Statistics
shows that out of the one-fifth, 23% used social media to make decision about their hotels; 22% used
social media to choose their vacation activities, 21% used social media to decide on their attractions; and
17% used social media to make a list of their choice of restaurants.
The result of Nielsen’s 2013 survey shows that there is an increase trust in online and mobile ads:
56% of respondents trust consumer-oriented email messages.
48% trust ads in search engine results, online videos, or on social networks.
42% trust banner ads, up from 26% in 2007.
The result also shows that social media has a huge influence on travel bookings. Of those who used social
media to research travel plans, only 48% stuck with their original travel plans. 46% of travellers post hotel
reviews after vacation, 40% post activity/attraction reviews, 40% post restaurant reviews, 76% post
vacation photos to a social network and 55% “liked” Facebook pages specific to a vacation.
According to recent studies, Nigeria has over 9 million social network users in 2012 and the most
frequently used social media networks by Nigerians are: Facebook, 2go, Twitter, Eskimi, Google+, Naij,
Mobofree, Nairaland and Linkedin.
Studies also show that Facebook is the most visited website in Nigeria and 87% of the social network users
use Facebook. 31% of Facebook usage is for business purpose and the remaining 69% is for social
purpose. Webmaster studies show that Nigeria is the 3rd Twitter Nation in Africa. 57% of the social

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network user in Nigeria use Twitter, 37% of which are for business and 67% is for social (Teragon Insight,
2013).
Studies carried out by Socialbakers shows that in Nigeria, Waka-Now is the only brand from travel and
tourism industry that made the top 100 Facebook brands from Nigeria but not among the fastest growing
pages on Facebook in Nigeria. No brand from the industry made the top 100 twitter brands from Nigeria.
Also, no brand from the industry made the top YouTube channel brands and google+ brands.
I feel these trends are significant in that they demonstrate how social media is influencing the Travel and
Tourism industry. Social media platformshave proven to be an effective means to reach out to target
audience as popular brands, celebrities, the media, politicians have taken advantage to improve on their
presence, brand and products.
Social media has influenced our industry in a number of ways, such as: E- Ticketing and on-line travel
agency, the expansion of the industry reach through the provision of a broader platform for reaching target
audience, the modernisation of the use of earned media (the use of word-of-mouth and spread opinions) to
meet contemporary needs of the market, Provision of various channels through its platform for people to
share their travel experiences and this has helped to build and increase the trust of customers and
completely changed travel experiences.
1.3. TARGET AUDIENCE
Travel Router Ltd focuses on hajj and ummrah niche of the travel and tourism market and offers
hospitality services (hotel reservation) to all. Our target audience demography cuts across Muslim pilgrims
of all ages and sex, Middle-east tourist, Business men and women, Families, Corporate bodies, Schools
and Government agencies and parastatal.
1.4. GENERAL STRATEGY AND TACTICS
STEP 1: SETUP AND CREATION OF ACCOUNTS
Firstly, lunch an official website for Travel Router Ltd where traffics from all social media channels can be
directed to. The website must be user friendly, informative and eye catching because it will speak a lot
about the company.
Secondly, the company’s social media manager should set up an e-mail that is sufficient to handle all
updates and communications. In case there is an existing e-mail, the social manger should make sure it is
sufficient to handle all updates and communications. The social manager should seek to achieve maximum
utilisation of this mail and in situation where the company is not, he should make recommendations on
how to maximize e-mail productivity.

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Facebook page creation
Our Facebook page is a must-have social media presence. If Facebook was a nation, it would be the third
most populous nation in the world. And if you think Facebook is only for young people, keep in mind the
fastest-growing demographic is women, ages 35-64, and 72% of online adult use Facebook.
Twitter account creation
Our twitter feed is another must-have social media presence. With 200 million members, it has significant
impact on our social media presence, building our fan base and generating leads and customers. Also,
Twitter itself is a formidable search engine, hosting some 24 million searches per month (more than
Yahoo! and Bing combined).
Linkedin account creation
A LinkedIn Profile is another must-have social media presence. LinkedIn is a powerful channel for
creating social authority and driving traffic and leads, especially through referrals from other businesses
that serve similar markets as ours or offer complimentary products/services.
Youtube channel creation
YouTube is the perfect intersection of online video marketing, social media, and search engine visibility.
Nairaland Account creation.
Having a Nairaland account that is associated with our website will increase search engine relevance in
Nigeria and enable us to reach a very large target audience.
Blog creation
Having a blog associated with our website will powerfully increase search engine relevancy for our
website, thereby adding more social authority and driving more traffic to it.
STEP 2: CUSTOM DESIGN
Our company should hire a designer that will customize all our social media platforms. Doing this will
brand us and give us a better corporate look.
STEP 3: SOCIAL MEDIA ENGAGEMENT AND SUSTAINED ACTIVITES:
After the completion of all initial activities (setup and creation of account and the custom design), regular
activities must be sustained according to our company’s marketing plan. This requires that the assigned
social manager will fully monitor our social media platforms for the determined amount of time which will

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be stated in the appropriate section. People are more comfortable visiting blogs and other social media
because they know these channels are not typically sales environments and they will not be pressed to buy
something. Monitoring these social platforms allows us to establish and build relationships with customers
and fans that lead to “word of mouth” referrals and ultimately, sales. Our assigned social manager will
make a number of posts per week on social platforms at our direction.
STEP 4: ANALYSIS
The assigned social manager will meet with us monthly and update us on the progress of your investment
and address any questions or concerns we may have.He will provide us with usage statistics to help us see
the benefits of our investment. This will be sent to us on a weekly basis detailing the amount of traffic and
interaction on our social media platforms.
In order to achieve the desired result, it is highly recommended that the social media manager should work
and brainstorm with the marketing team to come up with ideas. The social media result should be reviewed
monthly for control purpose, by comparing results with goals and making adjustment when necessary.
TWITTER:
The Twitter account is mainly for traffic and reach. It is to drive traffic to our blog and site and reach our
audience. Thus, we must adopt these strategies to achieve our desired result:
Tweet on Mondays-Thursday from 1pm-3pm traffic starts building up around 11 but the peak hour
is between 1pm and3pm.
Tweet 4-5 times per day.
Keep tweets short and simple. Short tweets with less than 100 characters has 17% engagement
than long tweets according to twitters insight.
Use one or two hashtags. Study also found that many brands are underutilising hashtags. Brands
that uses hashtags received two times more engagement than those without them. However, the
engagement levels drop if brands use more than three hashtags. So use one or two hashtag per
tweet.
Use Facebook and Twitter to create an “always on conversation”. Engage Twitter follower during
busy hours “8am-7pm”
Add link to Tweets to drive high retweet rate.
Use image to drive highest engagement.
Use a “retweet” call to action to prompt followers to retweet and spell out “retweet” to get highest
engagement.

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FACEBOOK:
Facebook can be an amazing space for us to reach our target audience. If we have a clear idea of what
people want from the industry, what people love to share about their travel experiences and where you
want them to go and how to get them there, Facebook will do close to 35% of our marketing campaign.
STRATEGY:
Two to five posts per day between 9:00 a.m. and 5:00 p.m. with at least 2-hour interval on each
post is effective.
Fortify the page with articles from our blogs.
Use give away offers to direct traffic and capture lead to our blog.
Put the Facebook plugin or like on our website in order to earn brand awareness on Facebook.
Post articles that will interest our target audience and direct them to our site.
Make 3-5 minute video upload about travel experiences and related issues every week
LINKEDIN
LinkedIn is a powerful channel for creating social authority and driving traffic and leads, especially
through referrals from other businesses that serve similar markets as ours or offer complimentary
products/services.
STRATEGY:
Establish connections with other key LinkedIn members.
Link to Facebook, Twitter and YouTube.
Make one update per week.
Post messages once per week and begin to generate leads and referrals.
Connect you with suitable Linkedin Groups.

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NAIRALAND:
Nairaland is a very large discussion forum that allows users to educate and inform one another via threads
about wide range of issues.
STRATEGY:
Postthreads and articles that relate to relevant matters in the industry.
Post two articles from your blog per week.
Link to blog and website in order to direct traffic to them.
Make weekly update.
YOUTUBE CHANNEL
The main reason we want to be on YouTube is the Search Engine Optimization (SEO) benefit. Several
videos need to be developed using all the targeted keywords we want.
STRATEGY:
The focus of this channel is to use the second largest search engine to expand our target market
and bring them directly to our website. i.e. SEO
BLOG:
Create and Customise a WordPress Blog Site and link to Facebook and Twitter (any blog posts can be
scheduled and sent as a post to Facebook and Twitter). • This will create another stream of traffic that can
be directed to our Facebook Page.
Create initial posts from content provided by us.
Make a blog article per week from contents provided by us which will automatically post to
Facebook and Twitter.
Use free download of articles and researches to generate leads.

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Include plugins for SEO and Google ranking.
1.5. BENEFITS
Upon the implementation of the above social media marketing strategies, the following should be our
gains:
Our business will have the opportunity to leverage internet marketing and social media to increase
our services and grow our business.
Opportunity to establish our self as an authority in the industry. This is very critical for generating
qualified leads through social media.
Building a tribe of followers through social media that grows organically and sustains our business
throughout economic cycles.
Create a visible, consistent, integrated presence across the Web and social media that supports our
brand and can dramatically increase the likelihood that prospective clients will look for our
information or solutions pertaining to matters relating our business.