tiffany paralta_tib_proposal

Social Media Gear

proposal by @tiffanyparaltaThursday, June 9, 2011

company overview

Thursday, June 9, 2011

one-stop e-shop for backpackersdecisions simplified: basic or premium optionstake it or leave it customization: bag, sleeping gear, essentials, toiletries, electronics, roughing it, journalssite offers newbie backpackers purchasing advice

a ‘regular Joe’ got a headache from hunting downstuff before his adventure - this is his solution

concept


integrated marketing strategyinitiate social media marketing campaign 6 weeks before website goes live launch website college campus guerilla marketing campaign

bumper stickers w/QR codesbegin recruiting brand ambassadors

launch trade and consumer advertising


GOALSSTRATEGY

brand positioning

metrics

sales

social

media

comp

onent


brand positioningaw

aren

ess

eng

agem

ent

infl

uenc

e

audience awareness

build listening baselocalize audience: “fish where the fish are”

audience engagement

embrace audience: determine content interestsstrategically join the conversation

brand-audience bonding

encourage feedback for product development; crowdsource content creation

audience as influence

brand ambassadorsinfluence the influencers


50% of website traffic brought via social media links w/in 3 months of site launch

metricssoc

ial me

dia co

mpone

nt

sales30 unit sales from visitors squeezed via social media links w/in 3 months of site launch

goals


business intelligence


0%

25%

50%

75%

100%

0%

50%

100%

male female

demographics

google ad planner http://bit.ly/iLfnAE

age 0-17 yrs18-24 yrs25-34 yrs35-44 yrs45-54 yrs55-64 yrs65+

gender


http://bit.ly/iLfnAE


demographics

0%

50%

100%

<highschoolhighschoolsome collegebachelorsgraduate

education 0%

50%

100%<25k25<50k50<75k75<100k100<150>150

income

google ad planner http://bit.ly/iLfnAE




psychographics‘do-it-yourself-ers’

careful ‘risk-takers’

early adopters

gadget fiends

innovators

liberals

leaders

organizers

comparison shoppers with limited options

well-educated (either by university or self)

seek immersion in foreign cultures, yet surround themselves with native community abroad (ex-patriates)anti-establishment individualists seeking community of like-minded ‘peers’

‘flash packers’: flashpacking is a neologism used to refer to an affluent backpacker. Whereas backpacking is traditionally associated with budget travel and destinations that are relatively cheap, flashpacking has an association of more disposable income while traveling and has been defined simply as backpacking with a bigger budget.

Wikipedia http://bit.ly/jxBnlQ

who r they?

what do they want?


http://en.wikipedia.org/wiki/Neologism

http://en.wikipedia.org/wiki/Neologism

http://bit.ly/jxBnlQ

http://bit.ly/jxBnlQ

male

0

25

50

75

100

18-24

25-34

35-44agecreators joinerscritics spectatorscollectors inactives

technogaphics how do they engage?

forrester research’s consumer technographics data


0

25

50

75

100

18-24

25-34

35-44agecreators joinerscritics spectatorscollectors inactives

technogaphics how do they engage?

female

forrester research’s consumer technographics data


technogaphicswhere do they live online?

social mention: travelhttp://bit.ly/ioQEiJ


http://bit.ly/ioQEiJ

http://bit.ly/ioQEiJ

market trendsUS$ 919 billion per year industry124 million tourist arrivals jan/feb 2011

5% in 2010 (economic recovery)

united nations world tourism organizationhttp://bit.ly/kdEW9C

top destinations: france, us, china


http://bit.ly/kdEW9C

http://bit.ly/kdEW9C

social media market size user concentration

audience reach

unique visitors

flickr

shutterfly

youtube

linkedin

facebook

150 12% 8.2M

150 11% 7.4M

120 76% 50M

140 17% 11M

140 100% 67M

google ad plannerhttp://bit.ly/2Yzlz3


social tools


Social Toolsblogphotobuckettwitteryoutubewikitravelfacebooklinkedinpitchengine

#BeRelevant


company blogcrucial content subdomain:dynamically creates ‘reference guide’ from users’ itinerary

create a community become indispensable

bloggers include:joe & company

discuss behind the scenes @TIB(i.e. film of joe putting together first bag to sell)

guest influencers and customersvlogs via skype

widgets:RSS feeds:

US state dept. nyt travelcurrency converter

maintain forum, replete with user profiles and the ability to connect offline

Online 2 Offlinegoal


twitter

co-branding opportunity: @brands we’re supplyingrepositioning opportunity for those brands

innovative travel tipspromotionshost twitter chats

findphase 1influencers to influenceguest bloggerskey players to network w/ (lonely planet, budget travel)keep pulse on competitionaggregate followers from others’ lists

phase 2 be found


facebookpage easily market to

customers

easiest word of mouth advertising

group brand easily interacts w/

customers

fb ‘backpacking page’

socialbakershttp://bit.ly/iQ2HLn

20,623 fansfan growth speed:80 by 7 days295 by 14 days653 by 1 month


http://bit.ly/iQ2HLn

http://bit.ly/iQ2HLn

youtubecustomer product use - visualsplace for community to post contentdocument guerilla marketing campaign

photobucket

wiki linkedinestablish trade authority: contribute to wikitravelestablish company credibility: wikipedia page

networkingauthority


pitchengineintegrated marketing:guerrilla marketing campaign:bumper stickers w/ QR on college campusessocial media press release

http://bit.ly/5l2UIJ




traffic toolsgoogle analytics on brand and competitiongoogle alerts on brand and competitionyoutube analyticsbit.lysocial mentiontwitteranalytics


social media management

workimplementation?

person 2

person 1 analyticsuploadswiki’s, linkedin, twitter, blog

create social media packsscavenge for opportunitiestwitter, fb, pitchengine


business case


success metricsco

nsis

tent site traffic

unit saleslikes, connections, retweets, blog subscriptions, youtube views

exponential


returnm

onet

ary

5 unit sales = return 8%6 unit sales = return 50%

repu

tatio

n

@ 1 person full-time 15/hr

visibilityvoiceauthenticity


tiffany paralta_tib_proposal

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