emarketing – west coast aquatic safaris denise shu yang dolly yang fransiscus denny sophie wang...
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eMarketing – West Coast Aquatic Safaris
Denise Shu Yang Dolly YangFransiscus DennySophie WangOana DanKeith Phillips
December 4, 2014
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O V E R V I E W O F S O C I A L M E D I A
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Acquiring & Reaching Fans via Facebook
• Boosting on Faccebook is not so important!
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Engagement & Activity via Facebook
• “Whale” like activity in a 24 hour period.
• Post between 9am –midnight
• It does not matter what day you post
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Who Is & Isn’t Watching WACS Facebook
• More women on Facebook
• Need to post for older demographic
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Ratio – Reach : Engagement on Facebook
Fans Reach Engagement RtoE ratio18-24 9% 128 25% 1,529 2% 2.4 0.2%25-34 29% 413 32% 1,957 23% 27.6 1.4%35-44 25% 356 18% 1,101 24% 28.8 2.6%45-54 19% 271 10% 612 22% 26.4 4.3%55-64 10% 142 6% 367 19% 22.8 6.2%65+ 6% 85 5% 306 5% 6 2.0%
total 1424 total 6,117 total 120organic 3,075 shares 33paid 3,042 comment 6
like 81
‘- instead of targeting the fans and the friends of fans, I would suggest to target the audience based on interest. That way, we can have the engagement with “the right people”.
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Engagements: very low, and so far, our efforts cant significantly increase the engagement level.
Overlap of Twitter Followers
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Ideal Twitter Interaction
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How To Make It Happen? - Scheduling
Month General holiday / event Eco-tourism / Tofino / Whale watching / industry news
WCAS news WCAS specials / promos
January
February Valentine’s Day Whale Fest Introducing spring break packages
Valentine’s Day specials
March Spring break Whale Fest Spring break packages Easter / Spring break specials
April Easter Feast event Introducing Mother’s Day packages
Mother’s Day specials
May Mother’s Day Grey Whales start making their way back towards BC Coast
Introducing Father’s Day packages and summer family packages
Father’s Day specials
June Father’s Day Summer in Tofino Harbour / FireworksIntroducing “School’s out” packages
Father’s Day specials“School’s out” specials
July Canada Day Trace influencers and eco-tourism trends
August
September
October Thanksgiving
November Remembrance Day Accessible Tourism Conference
December Christmas / New Year Holiday sale
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HootSuite Testing – Adventure vs Gift
F a c e b o o k
T w i t t e r
46950
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HootSuite Testing – Media Types
V i d e o v s P h o t o s M e d i a Q u a l i t y Video – YouTube
Photo
891Reached
389Reached
High Quality
Lesser Quality
131Reached
33Reached
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11/10/2
014
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0141169117011711172117311741175117611771178
Promotion vs Followers
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ReTweets vs Conversations
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Recommendations
• Social Media is to drive traffic, not to hard sell
• Give Facebook more attention• Larger user base• Less sensitive to promotion
• Avoid hard sell on Twitter
• Utilize HootSuite Pro
• Test Streams and engage conversation
• Set a goal for interaction
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HootSuite Features
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Rules of Thumb to Engage Your Audience
• Facebook• Try to update at least 1 post per day• Comment / like / share at least 3 key influencers per day• Pre-schedule weekend conversation
• Twitter• Try to update at least 1 post per day• Comment / like / retweet 3 key influencers per day• Thank everyone for retweet• Do NOT use HootSuite to send pictures on Twitter• Do NOT use Twitter app to auto forward Facebook post• Pre-schedule conversations, but remember over manage once per day
• Timing – noon or afternoon
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Google Adwords
Gift vs Adventure Save 25% vs $175 CPC vs CPM
*Note: CPC – Cost Per Click, CPM – Cost Per Impression, CTR – Click Through Rate
Adventure $175 CPC -> CTR is LowCPM -> CTR is High
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Mail Chimp - Testing
WhaleYou? Test 2
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Results of the two Campaigns
WhaleYou? Test 2
Winner!!
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Google Analytics: Overview of the Campaign
11/14/2
014
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2925
41
67
46
33
4138
54
36 36 35
2428
33
65
37
2429
25 24
9
0
46
37 38
45
54
35
48 4743
27
38
Visits During Campaign Period (Compared to Previous Period)
Nov 14, 2014 - Nov 30, 2014 Oct 28, 2014 - Nov 13, 2014
Key results
The Good: +17.47% sessions +26.62% users +2.10% page views
The Bad: +8.80% bounce rate -31.18% session duration -13.04% pages per session no sales
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Your turn… Q & A Time
Thank you for the Opportunity and Cooperation