To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.
The Squarelle Tonacity Digital Marketing Plan displays the integration of Squared Online course learnings around multi-channel strategies in the digital world. Squarelle Tonacity is premium brand Hair Colouring product.
Programatic Buying - Media pitch Tonacity Kleur Hair DyeJanna Munn
Squared online Project 3 - Think like a brand.
This project demonstrates originality in the application of programmatic media buying and practical tools to design a
marketing strategy that delivers on a brand’s objectives
To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.
The Squarelle Tonacity Digital Marketing Plan displays the integration of Squared Online course learnings around multi-channel strategies in the digital world. Squarelle Tonacity is premium brand Hair Colouring product.
Programatic Buying - Media pitch Tonacity Kleur Hair DyeJanna Munn
Squared online Project 3 - Think like a brand.
This project demonstrates originality in the application of programmatic media buying and practical tools to design a
marketing strategy that delivers on a brand’s objectives
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Nikolaos Tsiakmakis
Module Three Assignment: Multi-Channel Plan
Squarelle Tonacity is a high-end hair colouring product, which has all the usual Squarelle quality guarantees; it gives good quality, lasting colour and is odourless and ammonia free.
Research shows that women are concerned that a wash in/ wash out application method, usual to home-hair colouring practices, will not give a good multi-tonal effect in the finished result. Squarelle Tonacity comes with a bespoke application tool, especially designed for Squarelle by our team of engineers, which allows women to easily apply multiple colours and give the multi-tonal salon effect at home.
Each pack comes with three colour toners, carefully selected to work together and create a fantastic overall look. The face of Tonacity is likely to be someone such as Tess Daly.
Google Squared (October 2013) - Team 12
Dayanna Baricelli
Niall Blatcher
Venetia Ellis
Meeta Gournay
Cris Morgado
Neil Stinchcombe
Nikolaos Tsiakmakis
Sophie Tye
Lyn Williams
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
Four interesting Indian digital marketing case studies from 2014-15 on business objectives such as content marketing, influencer marketing, lead generation marketing and millennial marketing.
An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.
In this digital era when each and every individual has become techno savvy, marketing too has become more dependent over social media platforms and is resulted more powerful than ever before.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
Concepted and sold in an end-to-end integrated marketing campaign supporting the launch of the Samsung Reality at Verizon Wireless.
Managed the program from creative, through execution, through post-program analysis and reporting, including: messaging and positioning, digital advertising, website development, social media, Facebook application, influencer marketing event marketing, radio remotes, mall advertising, video and more.
The campaign exceeded all expectations, generating 380M Impressions for Samsung at a cost of $.002 each, including press in ESPN Magazine, NBC News, The New York Times, The Gothamist, Mashable, Slashgear and the Huffington Post. Not to mention…A Guinness Book World Record for the Largest Dodgeball Game in History.
Toshiba: Leading Innovation - 2016 Digital Marketing StrategyJames Sullivan
This is my suggestions for Toshiba so that they can improve upon their current digital marketing strategies and bring more people to their social platforms and website.
Bridging the Gap Between Engagement and Post-Click ConversionsTinuiti
To get a big picture view of sales, marketers need to weld two parts of the funnel that are often separated – ad engagement and website conversion.
So how do we get audiences to convert after clicking on an ad rather than wait and put off action for later – or never? Tune in as Jon Oberlander, EVP, Social at Tinuiti, and Vansh Talwar, VP, Growth at Starz walk you through proven strategies for connecting ad content and post-click engagement to accelerate sales.
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Nikolaos Tsiakmakis
Module Three Assignment: Multi-Channel Plan
Squarelle Tonacity is a high-end hair colouring product, which has all the usual Squarelle quality guarantees; it gives good quality, lasting colour and is odourless and ammonia free.
Research shows that women are concerned that a wash in/ wash out application method, usual to home-hair colouring practices, will not give a good multi-tonal effect in the finished result. Squarelle Tonacity comes with a bespoke application tool, especially designed for Squarelle by our team of engineers, which allows women to easily apply multiple colours and give the multi-tonal salon effect at home.
Each pack comes with three colour toners, carefully selected to work together and create a fantastic overall look. The face of Tonacity is likely to be someone such as Tess Daly.
Google Squared (October 2013) - Team 12
Dayanna Baricelli
Niall Blatcher
Venetia Ellis
Meeta Gournay
Cris Morgado
Neil Stinchcombe
Nikolaos Tsiakmakis
Sophie Tye
Lyn Williams
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
Four interesting Indian digital marketing case studies from 2014-15 on business objectives such as content marketing, influencer marketing, lead generation marketing and millennial marketing.
An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.
In this digital era when each and every individual has become techno savvy, marketing too has become more dependent over social media platforms and is resulted more powerful than ever before.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
Concepted and sold in an end-to-end integrated marketing campaign supporting the launch of the Samsung Reality at Verizon Wireless.
Managed the program from creative, through execution, through post-program analysis and reporting, including: messaging and positioning, digital advertising, website development, social media, Facebook application, influencer marketing event marketing, radio remotes, mall advertising, video and more.
The campaign exceeded all expectations, generating 380M Impressions for Samsung at a cost of $.002 each, including press in ESPN Magazine, NBC News, The New York Times, The Gothamist, Mashable, Slashgear and the Huffington Post. Not to mention…A Guinness Book World Record for the Largest Dodgeball Game in History.
Toshiba: Leading Innovation - 2016 Digital Marketing StrategyJames Sullivan
This is my suggestions for Toshiba so that they can improve upon their current digital marketing strategies and bring more people to their social platforms and website.
Bridging the Gap Between Engagement and Post-Click ConversionsTinuiti
To get a big picture view of sales, marketers need to weld two parts of the funnel that are often separated – ad engagement and website conversion.
So how do we get audiences to convert after clicking on an ad rather than wait and put off action for later – or never? Tune in as Jon Oberlander, EVP, Social at Tinuiti, and Vansh Talwar, VP, Growth at Starz walk you through proven strategies for connecting ad content and post-click engagement to accelerate sales.
Mile IQ - Social Media Strategies (Digital Marketing Today: S18)Julian Gamboa
As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies.
CREDITS
Client: MileIQ
Project Director: Julian Gamboa
Project Manager: Corey Lowe
Project Team: Darren Kim, Brittney Lee, Kevin Pejoumand, Amy Tran
overview about digital marketing, tools how to be success on digital marketing, to optimize your strategy in digital marketing, read & learn google analytics data, website optimization, search engine optimization
Digital marketing is a comprehensive and dynamic approach to promoting products or services using various digital channels. It encompasses a wide range of strategies and techniques that leverage the power of the internet and digital technologies to reach and engage with a target audience. With the increasing reliance on digital platforms for information and communication, digital marketing has become an essential tool for businesses of all sizes and industries.
Welcome to the presentation focused on optimizing the digital presence of Fitness Services Company. In this presentation, I will tell you how to review the current state of their website and provide actionable strategies to increase traffic, generate leads, and foster brand development.
W.A. Fisher - Getting the Most Out of Google AnalyticsAlex Rudie
2018 MACVB Education Summit presentation from Kathryn Gritzmacher of Google Analytics.
This presentation focuses on the basics of Google Analytics, what they mean, and how to best utilize them to suit your and your business’s needs.
The Cherry Blossom season in Hunza begins in the second week of March and lasts until the end of April, varying with altitude. During this enchanting period, tourists from around the world flock to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates visitors.
About the Company:
The Cherry Blossom season in Hunza starts in the second week of March and extends until the end of April, depending on the altitude. During this enchanting period, tourists from around the globe travel to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates all who visit. For the best experience, join Hunza Adventure Tours, the top tour company in Pakistan, and immerse yourself in this breathtaking seasonal spectacle.
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How to change name on Volaris ticket? This is one of the most common questions asked by travelers flying with Volaris Airlines. The mentioned details can help you with your name rectification on the airline ticket. If you are still facing difficulties call the consolidation desk at +1-800-865-1848.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
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Let’s explore the captivating Rwenzori Mountains National Park in Uganda with Nile Abenteuer Safaris. This UNESCO World Heritage Site, also known as the “Mountains of the Moon,” offers unparalleled beauty and diverse ecosystems. 🌿🏔️
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In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
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1. OVERVIEW
This proposal assesses the Essence Tours website from the perspectives of traffic, content, goal URLs, top conversion
paths, and social media, providing digital marketing recommendations aimed at helping Essence Tours to achieve its
business objectives with greater efficiency.
COMPANY OBJECTIVES
• Drive increased take up of tours through lead capture
• Deliver bespoke, personalized tours for prospects & customers
• Inspire travellers
• Build a community of travellers
WEBSITE OBJECTIVES
• Generate ongoing new leads
• Convert leads to customers who take up tour packages
• Inform and build brand awareness through website content
• Create interactive hero content that is shareable across multiple platforms - videos, images and stories
• Create a forum platform for travellers/members to share their experiences on tours
PROPOSED WEBSITE GOALS
• Increase the conversion rate from visitors to leads by 2% month on month
• Increase the time on homepage of mobile visitors to over 40 seconds and reduce bounce rate by 5% month on
month
• Deliver 5% more traffic to individual tour pages and brochure sign-up form
EXECUTIVE SUMMARY
Period June 2015
Squared Online Module 4: Group 14. Digital Marketing & Measurement Proposal
2. TRAFFIC REPORT
Period June 2015
OVERVIEW
In June, the total number of new visitors to the site was 7,225. The conversion
rate from visitors to leads was 14.62%. The majority of traffic to the website
comes from the direct channel on desktop. (83%) The top converting goal for
the website is competition sign-ups (36%).
INSIGHTS
• The majority of visitors are actively seeking the opportunity to win a
holiday and only visiting the homepage for a very short period of time.
Visitors are not visiting multiple pages or tour information pages prior to
signing up for the competition.
RECOMMENDATIONS
● As the propensity for lead gathering is higher for competition leads,
create a dual call-to-action such as: “Download our brochure for your
chance to win a holiday!” This should help improve quality of traffic,
generating more qualified leads and enabling an ongoing
strengthening of brand awareness via email.
● Drive traffic straight to the competition page, adding a competition
share option to draw in additional traffic.
● The key performance indicator month on month is the percentage
increase in traffic to the competition unique landing page mesaured
by page visits to lead form conversion rate.
3. OVERVIEW
• Users spend the least time [0:00:29] on the homepage and more often leave the site
when using mobile device [Bounce Rate 75.32%, Exit % 68.23 %]
• Low Pageviews, Unique Pageviews and Entrances results through category pages [asia-
australia.html, africa.html, Baltic.html] across all device types
• A high number of visitor leave the site after visiting tour-specific pages
INSIGHTS
• The site content is not optimized for mobile devices. When users visit the site they
experience difficulty in navigating through categories, viewing visuals and receiving the
information offered by Essence Tours.
RECOMMENDATIONS
• Optimize visual content for mobile screen sizes for seamless and fast access to the
information on the site. Make the navigation menu a key element on the home page.
Structure by categories/tours. KPIs: views of category pages and time spent on them.
• Create a hero video and image slideshow featuring the tours on the home page.
Conduct A/B test for the video and the slideshow to measure which type of visual
content keeps users engaged for longer period of time. KPIs: views of the video and
slideshow and time spent.
• Create calls to action like “Call us now”, “Book now” or “Contact now” for site users to
make a call while they are using their mobile device. Conduct A/B test on which call to
action generates more calls. KPIs: calls/contacts made through mobile device.
CONTENT REPORT
Source: GS3 Module Four Project Data. Site Content Data.
4. GOAL URL REPORT
OVERVIEW
● African tours are priced in the middle of the three main destination offerings and also
for the length of tour. Baltic Tours currently provides only 9.7% of goal completions
while accounting for 30% of the goal value. 18.2% of goal completions take place on
the African page providing 48% of the overall Goal Value.
● The number of leads for Asia/Australia is only 2.7% more than for the Baltic, but in
June the Baltic accounted for 8.3% more of the Goal Value. Focusing initially on Baltic
Tours should yield the highest return. It is worth noting that Thursdays and Fridays
combined account for the highest number of goals complete. ( 32.43%)
INSIGHTS
● Nearly a fifth of goal conversions take place on the one page brochure which
provides a reasonable overview and is easy to access download and share. However
this does not provide reviews, recommendations from previous customers to drive
further engagement, or pricing details - the information prospective customers most
want (see graph and table)
RECOMMENDATIONS
● Release video for one destination, in the first instance Baltic Tours,
and run an A/B test through Youtube analytics to monitor the
number of views. KPI: Measure numbers of sign-ups with and
without video.
● Create an unique brochure specific for each destination for leads
capture and brand awareness and monitor the number of
downloads for each destination.
● Conduct A/B test for the contact sign-up button by colouring the
contact sign up button one orange and the other green on each
page and monitor CTR for each.
Source: Google Insights customer journey
5. TOP CVR PATH REPORT
OVERVIEW
● Customers that converted by filling in a form to show interest accounted
for 40% of total conversions if we combine results from all the holiday-
specific pages hosting this form. This varied by holiday page. The second-
most common type of conversion was competition sign-up, accounting for
36% of all conversions.
INSIGHTS
● Essence Tours’ business objective is to drive increased take up of tours
through lead capture. Customers that complete an online form showing
their interest in the product are of much higher value to the company
than those that sign up to a competition. However, a large number
convert through competition sign-up. This could be because the sign-up
process is quicker and less detailed for the competition.
RECOMMENDATIONS
● Conversions should be split into micro and macro conversions. Newsletter
sign-ups, brochure downloads, competition sign-ups, and friend referrals
should be grouped as micro conversions, whereas completion of the
online form should be grouped as a macro conversion. This can be done
through the content groups feature within Google Analytics.
● Encourage more macro conversions by creating new calls to action for the
holiday pages taking inspiration from the successful Africa page. Use
multivariate testing on Google Analytics to monitor how these changes
affect the number of forms completed.
● Turn micro conversions into macro conversions by creating a more
detailed sign-up form for the competition. Use multivariate testing to
monitor whether the length of the form affects the number of sign-ups,
with several form lengths.
6. SOCIAL REPORT
OVERVIEW
● Facebook shows that a post type with rich media like a photograph receives a
high average reach of 1,022 with 7.6% of these people are interacting with
the brand. Other post types like links and statuses have a combined average
reach of 1,381 with only 2.17% of these customers interaction with the brand.
Overall this shows that while posts are reaching a high number of customers
they are either not engaging enough to make them want to click or Facebook
isn’t the right social media for their customers.
● Twitter shows better performance as a social media channel for reaching
customers, with higher engagement levels. Total number of impressions over
a 28-day period is 486 thousand with 152 mentions, showing that customers
actively want to engage with the brand on Twitter.
INSIGHTS
● The data shows the reach of posts to be good but customers aren’t engaged
enough to interact with the brand.
RECOMMENDATIONS
● In order to improve the opportunity to reach the goal of brand awareness,
include images with most posts for maximum engagement. Create media rich
posts, include videos of customers on their Essence Travel holiday, create
professional short videos of what it is like to go on an Essence Travel holiday,
including a hashtag. Measure video views and Likes
● Ask people to share the competition entry for the chance at a double entry,
make the campaign engaging and run for a prolonged period of time to drive
traffic to the site and increase social engagement. Use humour (e.g. on a
Monday, share[/tweet] a photo of a lion yawning with the caption
“Like[Retweet] if this is how you feel this morning”) for further engagement.
Measure change in ratio of average engagement to average reach
● Arrange for travel endorsements from companies like Expedia and Skyscanner
through social channels. Monitor change in number of new visitors to website