Case study for Tours for Humanity, a walking tours agency in Washington D.C.

1. Tours for Humanity
Social Media and Marketing Strategy Case Study
Hannah Alkadi
January 2017 - May 2017

2. ABOUT 2
Our story is simple: boy meets girl, girl is mean to boy, they start dating, girl gets cancer, and
they decide to start their own social good enterprise after realizing that life is short and
fragile. It’s a vision dreamt up by Bo Hammond, a history major and DC tour guide, and his
cancer fighting, business guru girlfriend Lisa Maurer.
In that spirit, we decided to combine our passions of history, business, and giving to create a
social enterprise. Tours for Humanity uses history to help people. We provide walking tours of
Washington, DC such as the National Mall, Arlington Cemetery, Capitol Hill, and many more.
At the end of the year, our company donates a portion of profits to charities combating
ignorance, poverty, and disease. Every part of our company, right down to our uniforms, does
good in the world. Our goal is to harness the power of business for good.
Tours for Humanity hired me as their Social Media Specialist in January 2017.

3. “
A tour won’t save the world, but it’s a step in
the right direction.
3

4. @toursforhumanity
» Facebook
» Instagram
» Google+
@humanitytours
» Twitter
4PROFILES

5. Low reach and
engagement
Tours for Humanity has a
plethora of tour-goers. Yet
interaction was low on most
posts before January and
February. The business rarely
used Facebook’s Business Suite
and posted at odd hours. The
competition’s budget can
leverage much more revenue
into ads.
Quantity over
quality
As is common with any small
business owner, the solution to
post more and not less. Tours for
Humanity reused landscape
photos from previous tours and
lacked the tools for more
relevant content.
Blog
Having a consistent posting
schedule is important to any
brand. The blog is a great tool for
SEO, and can be leveraged for
maximum reach when covering
niche information. January 2017
would be the start of the blog
and regular posts.
PROBLEMS 5

6. » Politically involved, despite where they fall on
the compass
» 15-45 years old; students and teachers
» Like history, tourism, wine, beer, music, arts, and
politics
» At least some high school education
» Spend 1-4 hours on social media daily
» Passionate about social activism and social good
TARGET AUDIENCE 6

7. MY SOLUTIONS
Keeping it trendy
Using resources like Big
Spaceship’s Internet Brunch and
Meltwater’s Weekly Sidekick, I
was able to track holidays,
birthdays, and quirky days to use
for social media and blog
content. These were most
effective on Twitter and
Instagram using hashtags.
Less is more
Social media is an investment —
the difference between
screaming into a void and
screaming into a void where
someone is listening is how one
can define paying for an ad. I
created different audiences using
Facebook’s Business Suite and
applied them to different ads.
DC VIPS
Tours for Humanity’s biggest
asset is their Drinking History
Tour. In order to promote this, I
proposed offering free tours to
DC influencers: Instagram
celebrities, history professors,
and other business owners.
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8. CONTENT BUCKETS
» History
» Past: anniversary days like President’s Day
» Present: current goings-on like funerals
» Slice of life
» Personal experiences with the co-owners, like their new dog
» Snapshots of fun tours
» Pictures of scenic D.C.
» Sponsors
» Boosts for other social good companies
» Tips and Tricks
» Blog posts on things to do in D.C.
» Secrets about the city you didn’t know
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9. Scheduling
Pulsing. Tours slow down
considerably during the
winter, but they do still occur.
THE SOCIAL MEDIA STRATEGY
Tone
Personable. A friend who
wants to save the world with
history.
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10. FACEBOOK, TWITTER, INSTAGRAM
Execution from January-May
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THEN & NOW

11. PRE-TAKEOVER 2017
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12. POST-TAKEOVER 2017
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13. PRE-TAKEOVER 2017
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14. POST-TAKEOVER 2017
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15. PRE-TAKEOVER 2017
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16. POST-TAKEOVER 2016
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17. Any questions?
You can find me at:
» @hannahalkadi
» hello@hannahalkadi.com
17THANKS!

18. CREDITS
Special thanks to all the people who made and released these awesome
resources for free:
» Presentation template by SlidesCarnival
» Photographs by Unsplash
» Diverse device hand photos by Facebook Design Resources
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