SlideShare a Scribd company logo
1 of 18
Download to read offline
Tours for Humanity
Social Media and Marketing Strategy Case Study
Hannah Alkadi
January 2017 - May 2017
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.
“
A tour won’t save the world, but it’s a step in
the right direction.
3
@toursforhumanity
» Facebook
» Instagram
» Google+
@humanitytours
» Twitter
4PROFILES
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
» 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
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.
7
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
8
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.
9
FACEBOOK, TWITTER, INSTAGRAM
Execution from January-May
10
THEN & NOW
PRE-TAKEOVER 2017
11
POST-TAKEOVER 2017
12
PRE-TAKEOVER 2017
13
POST-TAKEOVER 2017
14
PRE-TAKEOVER 2017
15
POST-TAKEOVER 2016
16
Any questions?
You can find me at:
» @hannahalkadi
» hello@hannahalkadi.com
17THANKS!
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
18

More Related Content

What's hot

Darim socialfundraising final
Darim socialfundraising finalDarim socialfundraising final
Darim socialfundraising finalLisa Colton
 
Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...
Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...
Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...Daniela Papi
 
Child Protection: Alternatives to Orphanage Volunteering WTM 2019
Child Protection: Alternatives to Orphanage Volunteering WTM 2019 Child Protection: Alternatives to Orphanage Volunteering WTM 2019
Child Protection: Alternatives to Orphanage Volunteering WTM 2019 LucindaGardnerOBrien
 
Agents of Change Tour
Agents of Change Tour Agents of Change Tour
Agents of Change Tour Ja-Nae Duane
 
May 1 designing for social
May 1 designing for socialMay 1 designing for social
May 1 designing for socialLisa Colton
 
Increasing the Value of Special
Increasing the Value of SpecialIncreasing the Value of Special
Increasing the Value of SpecialDavid A. Pride
 
Nonprofit Storytelling In A Digital World
Nonprofit Storytelling In A Digital WorldNonprofit Storytelling In A Digital World
Nonprofit Storytelling In A Digital WorldJulia Campbell
 
JDS Academy: Social Fundraising
JDS Academy: Social FundraisingJDS Academy: Social Fundraising
JDS Academy: Social FundraisingLisa Colton
 
FourSquare and business: can everyone win in this game of profit?
FourSquare and business: can everyone win in this game of profit?FourSquare and business: can everyone win in this game of profit?
FourSquare and business: can everyone win in this game of profit?SMC Columbia
 
Advice for New Fundraisers From the Fundraiser Grrl Community
Advice for New Fundraisers From the Fundraiser Grrl CommunityAdvice for New Fundraisers From the Fundraiser Grrl Community
Advice for New Fundraisers From the Fundraiser Grrl CommunityRory Green
 
INFOGRAPHIC: Big event fundraising trends from JustGiving
INFOGRAPHIC: Big event fundraising trends from JustGivingINFOGRAPHIC: Big event fundraising trends from JustGiving
INFOGRAPHIC: Big event fundraising trends from JustGivingJustGiving
 
Facebook Boost - “Pay to Play” Social Media in Higher Education
Facebook Boost - “Pay to Play” Social Media in Higher EducationFacebook Boost - “Pay to Play” Social Media in Higher Education
Facebook Boost - “Pay to Play” Social Media in Higher EducationEmory University
 
How to activate your London marathon runners
How to activate your London marathon runnersHow to activate your London marathon runners
How to activate your London marathon runnersJustGiving
 
Effective Use of Social Media
Effective Use of Social MediaEffective Use of Social Media
Effective Use of Social MediaJ. Gorzka
 
Hawaii Social Media Game
Hawaii Social Media GameHawaii Social Media Game
Hawaii Social Media GameBeth Kanter
 
Five event fundraising trends to watch
Five event fundraising trends to watchFive event fundraising trends to watch
Five event fundraising trends to watchJustGiving
 

What's hot (20)

Sharna Fulton Letter
Sharna Fulton LetterSharna Fulton Letter
Sharna Fulton Letter
 
Darim socialfundraising final
Darim socialfundraising finalDarim socialfundraising final
Darim socialfundraising final
 
Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...
Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...
Learning to Give Well: How We Can Invest in Impact - Notre Dame Technology Fo...
 
Child Protection: Alternatives to Orphanage Volunteering WTM 2019
Child Protection: Alternatives to Orphanage Volunteering WTM 2019 Child Protection: Alternatives to Orphanage Volunteering WTM 2019
Child Protection: Alternatives to Orphanage Volunteering WTM 2019
 
-SAT - Madiba's Journey App
-SAT - Madiba's Journey App-SAT - Madiba's Journey App
-SAT - Madiba's Journey App
 
Keren
KerenKeren
Keren
 
Agents of Change Tour
Agents of Change Tour Agents of Change Tour
Agents of Change Tour
 
May 1 designing for social
May 1 designing for socialMay 1 designing for social
May 1 designing for social
 
Increasing the Value of Special
Increasing the Value of SpecialIncreasing the Value of Special
Increasing the Value of Special
 
Nonprofit Storytelling In A Digital World
Nonprofit Storytelling In A Digital WorldNonprofit Storytelling In A Digital World
Nonprofit Storytelling In A Digital World
 
JDS Academy: Social Fundraising
JDS Academy: Social FundraisingJDS Academy: Social Fundraising
JDS Academy: Social Fundraising
 
Gumgame
GumgameGumgame
Gumgame
 
FourSquare and business: can everyone win in this game of profit?
FourSquare and business: can everyone win in this game of profit?FourSquare and business: can everyone win in this game of profit?
FourSquare and business: can everyone win in this game of profit?
 
Advice for New Fundraisers From the Fundraiser Grrl Community
Advice for New Fundraisers From the Fundraiser Grrl CommunityAdvice for New Fundraisers From the Fundraiser Grrl Community
Advice for New Fundraisers From the Fundraiser Grrl Community
 
INFOGRAPHIC: Big event fundraising trends from JustGiving
INFOGRAPHIC: Big event fundraising trends from JustGivingINFOGRAPHIC: Big event fundraising trends from JustGiving
INFOGRAPHIC: Big event fundraising trends from JustGiving
 
Facebook Boost - “Pay to Play” Social Media in Higher Education
Facebook Boost - “Pay to Play” Social Media in Higher EducationFacebook Boost - “Pay to Play” Social Media in Higher Education
Facebook Boost - “Pay to Play” Social Media in Higher Education
 
How to activate your London marathon runners
How to activate your London marathon runnersHow to activate your London marathon runners
How to activate your London marathon runners
 
Effective Use of Social Media
Effective Use of Social MediaEffective Use of Social Media
Effective Use of Social Media
 
Hawaii Social Media Game
Hawaii Social Media GameHawaii Social Media Game
Hawaii Social Media Game
 
Five event fundraising trends to watch
Five event fundraising trends to watchFive event fundraising trends to watch
Five event fundraising trends to watch
 

Similar to Tours for Humanity Case Study

Cat Town Social Media Plan 3.22.16 FINAL
Cat Town Social Media Plan 3.22.16 FINALCat Town Social Media Plan 3.22.16 FINAL
Cat Town Social Media Plan 3.22.16 FINALAmani Sarary
 
Connecting the Dots - CDN July 2015
Connecting the Dots - CDN July 2015Connecting the Dots - CDN July 2015
Connecting the Dots - CDN July 2015Michelle Kershner
 
Leanne Weekes | Marketing | Public Relations | Events | Social Media
Leanne Weekes | Marketing | Public Relations | Events | Social MediaLeanne Weekes | Marketing | Public Relations | Events | Social Media
Leanne Weekes | Marketing | Public Relations | Events | Social Medialeandra weekes
 
2013 Social Media for New Braunfels Nonprofits for McKenna Foundation
2013 Social Media for New Braunfels Nonprofits for McKenna Foundation2013 Social Media for New Braunfels Nonprofits for McKenna Foundation
2013 Social Media for New Braunfels Nonprofits for McKenna FoundationMonica Williams
 
Denver Event - 2013 - Citizen Journalism and Civic Engagement
Denver Event - 2013 - Citizen Journalism and Civic EngagementDenver Event - 2013 - Citizen Journalism and Civic Engagement
Denver Event - 2013 - Citizen Journalism and Civic EngagementKDMC
 
How to Drive Social Media Engagement With Your Nonprofit Stories
How to Drive Social Media Engagement With Your Nonprofit StoriesHow to Drive Social Media Engagement With Your Nonprofit Stories
How to Drive Social Media Engagement With Your Nonprofit StoriesJulia Campbell
 
Pdf tpg2013 social connections (chicks&lemon final)
Pdf tpg2013 social connections (chicks&lemon final)Pdf tpg2013 social connections (chicks&lemon final)
Pdf tpg2013 social connections (chicks&lemon final)Judith (Judi) Samuels
 
Celebrities leaving social media: a computer mediated communication study
Celebrities leaving social media: a computer mediated communication studyCelebrities leaving social media: a computer mediated communication study
Celebrities leaving social media: a computer mediated communication studyhoodmoriah
 
st.ART 217 Final Presentation BBBS
st.ART 217 Final Presentation BBBSst.ART 217 Final Presentation BBBS
st.ART 217 Final Presentation BBBSPhi Tran
 
Welcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social MediaWelcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social MediaDavid J. Neff
 
Social Media Integrated Campaign Case Study Slam
Social Media Integrated Campaign Case Study SlamSocial Media Integrated Campaign Case Study Slam
Social Media Integrated Campaign Case Study SlamBeth Kanter
 
Bringing the Audience - Integrated Marketing Communications 101 and Beyond
Bringing the Audience - Integrated Marketing Communications 101 and BeyondBringing the Audience - Integrated Marketing Communications 101 and Beyond
Bringing the Audience - Integrated Marketing Communications 101 and BeyondWest Muse
 
Mission-Oriented Social Media
Mission-Oriented Social MediaMission-Oriented Social Media
Mission-Oriented Social MediaLiveWorkPlay
 

Similar to Tours for Humanity Case Study (20)

Cat Town Social Media Plan 3.22.16 FINAL
Cat Town Social Media Plan 3.22.16 FINALCat Town Social Media Plan 3.22.16 FINAL
Cat Town Social Media Plan 3.22.16 FINAL
 
Connecting the Dots - CDN July 2015
Connecting the Dots - CDN July 2015Connecting the Dots - CDN July 2015
Connecting the Dots - CDN July 2015
 
Leanne Weekes | Marketing | Public Relations | Events | Social Media
Leanne Weekes | Marketing | Public Relations | Events | Social MediaLeanne Weekes | Marketing | Public Relations | Events | Social Media
Leanne Weekes | Marketing | Public Relations | Events | Social Media
 
2013 Social Media for New Braunfels Nonprofits for McKenna Foundation
2013 Social Media for New Braunfels Nonprofits for McKenna Foundation2013 Social Media for New Braunfels Nonprofits for McKenna Foundation
2013 Social Media for New Braunfels Nonprofits for McKenna Foundation
 
Denver Event - 2013 - Citizen Journalism and Civic Engagement
Denver Event - 2013 - Citizen Journalism and Civic EngagementDenver Event - 2013 - Citizen Journalism and Civic Engagement
Denver Event - 2013 - Citizen Journalism and Civic Engagement
 
SMM Plan PDF
SMM Plan PDFSMM Plan PDF
SMM Plan PDF
 
How to Drive Social Media Engagement With Your Nonprofit Stories
How to Drive Social Media Engagement With Your Nonprofit StoriesHow to Drive Social Media Engagement With Your Nonprofit Stories
How to Drive Social Media Engagement With Your Nonprofit Stories
 
Pdf tpg2013 social connections (chicks&lemon final)
Pdf tpg2013 social connections (chicks&lemon final)Pdf tpg2013 social connections (chicks&lemon final)
Pdf tpg2013 social connections (chicks&lemon final)
 
Jo Presentation Osr
Jo Presentation OsrJo Presentation Osr
Jo Presentation Osr
 
Celebrities leaving social media: a computer mediated communication study
Celebrities leaving social media: a computer mediated communication studyCelebrities leaving social media: a computer mediated communication study
Celebrities leaving social media: a computer mediated communication study
 
Helf 2018
Helf 2018Helf 2018
Helf 2018
 
Social media Tourism | lovettejam
Social media Tourism  | lovettejam Social media Tourism  | lovettejam
Social media Tourism | lovettejam
 
st.ART 217 Final Presentation BBBS
st.ART 217 Final Presentation BBBSst.ART 217 Final Presentation BBBS
st.ART 217 Final Presentation BBBS
 
Welcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social MediaWelcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social Media
 
Portfolio
PortfolioPortfolio
Portfolio
 
Social Media Integrated Campaign Case Study Slam
Social Media Integrated Campaign Case Study SlamSocial Media Integrated Campaign Case Study Slam
Social Media Integrated Campaign Case Study Slam
 
Planning Media Strategy (Workshop presentation By Rob Dyson, Public Relation...
Planning Media Strategy  (Workshop presentation By Rob Dyson, Public Relation...Planning Media Strategy  (Workshop presentation By Rob Dyson, Public Relation...
Planning Media Strategy (Workshop presentation By Rob Dyson, Public Relation...
 
Lesson4j334
Lesson4j334Lesson4j334
Lesson4j334
 
Bringing the Audience - Integrated Marketing Communications 101 and Beyond
Bringing the Audience - Integrated Marketing Communications 101 and BeyondBringing the Audience - Integrated Marketing Communications 101 and Beyond
Bringing the Audience - Integrated Marketing Communications 101 and Beyond
 
Mission-Oriented Social Media
Mission-Oriented Social MediaMission-Oriented Social Media
Mission-Oriented Social Media
 

More from Hannah Alkadi

Create What You Crave
Create What You CraveCreate What You Crave
Create What You CraveHannah Alkadi
 
Deaf Focus Case Study
Deaf Focus Case StudyDeaf Focus Case Study
Deaf Focus Case StudyHannah Alkadi
 
Social Media Case Study: Zahra Noorbakhsh
Social Media Case Study: Zahra NoorbakhshSocial Media Case Study: Zahra Noorbakhsh
Social Media Case Study: Zahra NoorbakhshHannah Alkadi
 
LSU AdFed Social Media Case Study
LSU AdFed Social Media Case StudyLSU AdFed Social Media Case Study
LSU AdFed Social Media Case StudyHannah Alkadi
 
SONIC Drive-In Media Plan
SONIC Drive-In Media PlanSONIC Drive-In Media Plan
SONIC Drive-In Media PlanHannah Alkadi
 
Houston Museum of Natural Science Plans Book
Houston Museum of Natural Science Plans BookHouston Museum of Natural Science Plans Book
Houston Museum of Natural Science Plans BookHannah Alkadi
 
Chick-fil-A IMC Strategy
Chick-fil-A IMC StrategyChick-fil-A IMC Strategy
Chick-fil-A IMC StrategyHannah Alkadi
 

More from Hannah Alkadi (9)

Create What You Crave
Create What You CraveCreate What You Crave
Create What You Crave
 
Deaf Focus Case Study
Deaf Focus Case StudyDeaf Focus Case Study
Deaf Focus Case Study
 
Social Media Case Study: Zahra Noorbakhsh
Social Media Case Study: Zahra NoorbakhshSocial Media Case Study: Zahra Noorbakhsh
Social Media Case Study: Zahra Noorbakhsh
 
LSU AdFed Social Media Case Study
LSU AdFed Social Media Case StudyLSU AdFed Social Media Case Study
LSU AdFed Social Media Case Study
 
BREC Slogan Study
BREC Slogan StudyBREC Slogan Study
BREC Slogan Study
 
SONIC Drive-In Media Plan
SONIC Drive-In Media PlanSONIC Drive-In Media Plan
SONIC Drive-In Media Plan
 
Houston Museum of Natural Science Plans Book
Houston Museum of Natural Science Plans BookHouston Museum of Natural Science Plans Book
Houston Museum of Natural Science Plans Book
 
Cheetos Media Plan
Cheetos Media PlanCheetos Media Plan
Cheetos Media Plan
 
Chick-fil-A IMC Strategy
Chick-fil-A IMC StrategyChick-fil-A IMC Strategy
Chick-fil-A IMC Strategy
 

Recently uploaded

Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing StrategyBlue Atlas Marketing
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...shrutimishraqt
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
digital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdfdigital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdfkholoudwaheed93
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 

Recently uploaded (20)

Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G Age
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
digital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdfdigital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdf
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 

Tours for Humanity Case Study

  • 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. 7
  • 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 8
  • 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. 9
  • 10. FACEBOOK, TWITTER, INSTAGRAM Execution from January-May 10 THEN & NOW
  • 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 18