AMB330 Community management portfolio - Angelica Cooke · 2017. 11. 8. · • Tips for saving...

AngelicaCooke[COMPANYNAME]|[COMPANYADDRESS]

FORRACQ’SYOUTHPROGRAM

Angelica Cooke Student number: N9722548 Tutor: Emily Attridge Words: 1649 Digital portfolio: https://angelicacooke.wordpress.com/

AMB330 Digital Portfolio Semester 2, 2017

Assessment 3 Due date: 30 October 2017

Community management portfolio for RACQ’s youth program

free2go

Angelica Cooke AMB330 Digital Portfolio N9722548 Community Management Portfolio

2

Introduction 3

Social media strategy 3

Content pillars 5

Campaign calendar 6

Social media content 7

Instagram post: photo 7

Facebook post: video 8

Blog post 9

Reference list 10

contents


3

Free2Go’s primary offering of free and discounted roadside assistance strongly aligns with the needs of its target market: 16-19-year old Queenslanders who are caught between their desire for the freedom and independence of driving and owning a car, and their avoidance of “adult” expenses associated with such freedom (Delbosc & Currie, 2014). A free2go membership reduces the costs associated with owning a car, hence the challenge for free2go does not lie in its service offerings, but rather in its ability to form relationships with young consumers, who favour social over traditional media (Kantar Millward Brown, 2016). While social media has great potential to engage consumers and create online brand communities, few brands succeed in this, as consumers generally avoid branded content on social media (Holt, 2016). However, if content aligns with their personal ‘image’, Generation Z is highly likely to engage with branded posts (Perlstein, 2017). As such, Free2go should leverage Generation Z’s willingness to engage with the brand online by ensuring content is highly culturally relevant and aligns with consumers’ personal ‘image’ (Deloitte, 2016).

Social media has the potential to reap enormous returns from minimal monetary investment, with Generation Z spending 74 percent of their free time on social media (Patel, 2017), which influences 80 percent of their purchasing decisions (Salpini, 2017). Social media offers a three-way conversation between the brand, customers, and their peers, allowing a company to foster an online brand community through posting content that is highly culturally relevant and creates an ‘experience’ for the target market (Lee, 2012). Currently, Facebook is free2go’s only social media platform. While Facebook is the most popular social media site, posting branded content consistently across a range of social platforms improves reach, awareness and preference (Deloitte, 2016 and 2017). Free2go should therefore engage Instagram and Twitter, and share blog posts on the Facebook page, as outlined in table 1.

introduction

social media strategy


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Table 1: recommended social media channels for free2go Social media channel Justification for free2go to use this channel Facebook Facebook remains the primary social media channel across all

generations (Deloitte, 2017). However, Facebook functions as a cornerstone among teens – not the only destination – meaning free2go should engage other channels (Morrison, 2016).

Instagram Over three quarters of students use Instagram daily (Social Media Week, 2017), likely due to the recent shift to primarily visual media consumption (Radcliffe, 2017). With Instagram’s growing popularity among Generation Z, it is vital free2go have an Instagram presence to reach the target market (Radcliffe, 2017).

Twitter While less than one third of Generation Z use Twitter regularly (Deloitte, 2017), important industry- and brand-related conversations occur on Twitter, and free2go should be a part of those conversations to build industry authority (DeMers, 2015a).

Blog Blogs can build industry authority, increase search engine traffic, support social media posts, and humanise brands, which is vital to appeal to Generation Z (DeMers, 2015b). Blog content provides unique, high-quality content to enrich social media posts, and increase website traffic (DeMers, 2015b).

As shown in figure 1, Facebook, Instagram and Twitter are among Generation Z’s top four most-used social media channels (Deloitte, 2017). While Snapchat is the third most prevalent social media channel, almost 90% of Generation Z use Snapchat for keeping in touch with friends, meaning brands using Snapchat may be considered intrusive (Social Media Week, 2017).

Figure 1: social networking sites used by Generation Z

Data adapted from Deloitte, 2017

Tumblr, YouTube and Pinterest are not a worthwhile investment for free2go, with Generation Z’s usage of each platform below 50 percent (Social Media Week, 2017).


5

Generation Z view social media marketing as intrusive unless it is truly customer-centric (Kantar Millward Brown, 2016). Content should reflect and combine with consumers’ experiences to provide value for the target audience, rather than simply conveying brand messages (Bonchek & France, 2017). Given Generation Z have great potential to engage with brands on social media if they align with their ‘image’ (Perlstein, 2017), free2go should create content which reflects the target market’s conflicting desires to enjoy freedom and independence while saving money. This content may be categorised under three pillars, as outlined below, which aim to increase brand engagement and share information about the benefits of a free2go membership. The success of the campaign may be measured through monitoring post engagement (likes, comments, shares) and website traffic throughout the campaign.

Content pillar 1:

freedom & independence Content pillar 2:

saving money

Content pillar 3: online community

On the cusp of adulthood, the target market places high value on freedom and independence, and view having a licence as a near necessity (Delbosc & Currie, 2014). Free2go should tap into this innate desire by posting content which relates to activities associated with freedom after getting a licence: road trips, picnics, beach trips. This pillar aims to be highly engaging and encourage the target market to like and tag friends in the posts to suggest going on the road trips and picnics depicted.

This pillar aims to be informative about the benefits of a free2go membership to break down the barriers to purchase which come from the costs of owning and driving a car. With car licencing declining among young people due to rising costs of driving (Delbosc & Currie, 2013), free2go should showcase how a membership can minimise these costs by promoting its primary service of free or discounted roadside assistance, as well as the value-added services, including discounted car insurance and discounts at various retailers and outlets (free2go, 2017).

Free2go should foster an online community which acts as an extension of the real-life experience of being a free2go member (Lee, 2012). Posts under this pillar should feature photos and stories from members who called for roadside assistance. Telling customer stories acts as brand-controlled word-of-mouth and encourages post engagement (Furgison, 2013). Free2go should respond to comments on brand posts using a personable tone to increase post engagement and create a virtual extension of the service and brand (Lee, 2012).

• Guide to the perfect picnic:

where to go; what to pack • Tips for beach trips; best

beaches in Queensland • Itinerary for the best road

trips around Queensland

• Tips for saving money after

buying a car or getting your licence (i.e. cheapest time to fill up petrol during the week)

• Posts outlining all the ways you can save money with a free2go membership

• Posts featuring free2go

members who needed roadside assistance

• Posts encouraging people to share their car breakdown stories in the comments

• Free2go replying to comments on posts in a personable tone

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The social media campaign should span the month following Queensland year 12 schoolies celebrations, as the target market will begin to seek freedom and independence, while remaining conscious of their limited budgets (Pickhardt, 2011).

Free2go campaign calendar: 27/11/2017 – 24/12/2017

Content pillar 1: freedom and independence Content pillar 2: saving money Content pillar 3: online community

While it is recommended brands update each social media platform daily, free2go should consider whether there is enough engaging, on-brand content to post this frequently without ‘spamming’ followers (Honigman, 2015). Rather than posting daily, or irregularly as the brand does currently (free2go, 2017), free2go should make 3 Facebook posts per week – with one of these sharing the Friday blog post – and two Instagram and Twitter posts. For maximum reach and engagement, Facebook posts should be made at around 9am, lunchtime, or 3pm, Instagram posts should be made at either 8-9am or lunchtime, Twitter updates should be made between 3pm and 6pm, and blog posts should be published in the morning (Fontein & Aynsley, 2016 and Kolowich, 2017). These times may vary as the brand learns about the target market’s online behaviour during the first month.

campaign calendar


7

Pillar 1 aims to increase online brand engagement, rather than promote or sell free2go’s product, so content is highly customer-centric and aims to be ‘shareable’, as outlined in the following examples of pillar 1 social media content.

Instagram post: photo

The target market is attracted to social activities that represent freedom and independence, such as a day trip (Pickhardt, 2011). The focus on food makes the content highly shareable, acting as food or activity “inspiration”, which encourages followers to tag friends (Tandoh, 2016). Brand promotion is minimal, so followers are unlikely to respond negatively to the branded post, meaning free2go is likely to remain in the target market’s newsfeed and be top-of-mind (Kantar Millward Brown, 2016).

social media content

Vibrant colours to cut through the ‘noise’ of the feed and attract young audiences (Perkins, 2014)

Visually appealing food encourages engagement and sharing, acting as ‘inspiration’ for followers (McGuire, 2017)

Free2go membership card ensuring the post remains on-brand

Call to action to 1) Increase cross-

channel followers and Facebook/blog traffic

2) Increase engagement through tagging friends

Language that evokes excitement through the feeling of freedom


8

Facebook post: video Story board for the proposed Facebook video:

Video posted on Facebook:

The upbeat music, vibrant images and use of local scenery directly appeals to Generation Z consumers and fits the characteristics of ‘best branded video content’, as content is relatable, has a simple storyline and uses striking imagery (Nielson, 2015). Asking “what’s your next adventure?” adds aspirational themes, which strongly resonates with Generation Z (Nielson, 2015), and the short video length and simple caption appeals to the target market’s limited attention spans (Deloitte, 2016). While the content does not explicitly promote free2go, the video’s primary goal is to increase online engagement through visually appealing content and aspirational themes which make the video highly shareable in the form of tagging friends (Tandoh, 2016).


9

Blog post Free2go’s blog should be published on the free2go website under a new menu tab for blog posts. Below is an example of blog copy and images under pillar 1.

While Generation Z generally have short attention spans (Deloitte, 2016), the blog appeals to their life-stage, providing a solution to their unique problem (“post-schoolies blues”) (Patel D. , 2017). This will drive the target market to free2go’s website, as well as increasing brand engagement, recognition and potentially brand equity (Patel N. , 2017). The blog content supports the brand’s social media voice and humanises the free2go brand, which is vital to appeal to Generation Z (DeMers, 2015b).


10

Bonchek, M., & France, C. (2017, March 22). What Creativity in Marketing Looks Like

Today. Retrieved from Harvard Business Review: https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today

Delbosc, A., & Currie, G. (2013, February 27). Causes of Youth Licensing Decline: A Synthesis of Evidence. Transport Reviews, 33(3), doi: http://dx.doi.org.ezp01.library.qut.edu.au/10.1080/01441647.2013.801929.

Delbosc, A., & Currie, G. (2014, January). Using discussion forums to explore attitudes toward cars and licensing among young Australians. Transport Policy, 31, 27-34. doi: https://doi.org/10.1016/j.tranpol.2013.11.005.

Deloitte. (2016). Media Consumer Survey 2016: Australian media and digital preferences 5th edition. Retrieved from Deloitte: http://landing.deloitte.com.au/rs/761-IBL-328/images/Media_Consumer_Survey_Report.pdf?mkt_tok=eyJpIjoiWVRZeU56TTBZamN4T1RFeSIsInQiOiJNWmU5UU1Ya3luRlUrNlJnNzlOM3JhRXdtRGQ4NXZcL3N1dXVPODVoRVZRbzVtMEo4MDRQREN4ZWFmaThSZ1JVK2RcL004YVMyeHBBOXdEU240aVJORWFPSWZXcFRDWFpoWWtsN3FIQ1hTQkpnPSJ9

Deloitte. (2017). Media Consumer Survey 2017. Retrieved from Deloitte: https://www2.deloitte.com/au/en/pages/technology-media-and-telecommunications/articles/media-consumer-survey-2017.html

DeMers, J. (2015a, July 7). Top 10 Reasons Your Brand Needs To Be On Twitter. Retrieved from Forbes: https://www.forbes.com/sites/jaysondemers/2015/07/07/top-10-reasons-your-brand-needs-to-be-on-twitter/#54ebee92368b

DeMers, J. (2015b, May 28). The Top 10 Benefits Of Blogging On Your Website. Retrieved from Forbes: https://www.forbes.com/sites/jaysondemers/2015/05/28/the-top-10-benefits-of-blogging-on-your-website/2/#5366e1e329fe

Fontein, D., & Aynsley, M. (2016, November 21). The Best Time to Post on Facebook, Twitter, and Instagram. Retrieved from Hootsuite: https://blog.hootsuite.com/best-time-to-post-on-facebook-twitter-instagram/

free2go. (2017, October 21). RACQ free2go. Retrieved from Facebook: https://www.facebook.com/free2goRACQ/

free2go. (2017). What you get. Retrieved from free2go: https://www.free2go.com.au/free2go-membership/what-you-get

Furgison, L. (2013, December 14). How to Feature Your Customers on Social Media. Retrieved from Vertical Response: http://www.verticalresponse.com/blog/feature-customers-on-social-media/

Holt, D. (2016, March). Branding in the Age of Social Media. Harvard Business Review, pp. 40-50.

Honigman, B. (2015, April 15). How to Develop a Content Marketing Rhythm: A Guide for Creating Consistently Great Content. Retrieved from Social Media Today: https://www.socialmediatoday.com/marketing/2015-04-15/how-develop-content-marketing-rhythm-guide-creating-consistently-great-content?lang=engb&uid=243393129&part=sendtofriend&position=0&china_variant=False)

reference list


11

Kantar Millward Brown. (2016). AdReaction Gen X, Y and Z. Retrieved from Kantar Millward Brown: http://www.millwardbrown.com/adreaction/genxyz/australia/home

Kolowich, L. (2017, July 25). The Best Time to Post on Instagram, Facebook, Twitter, LinkedIn, Pinterest, and Google+. Retrieved from HubSpot: https://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic

Lee, B. (2012, August 9). Marketing Is Dead. Retrieved from Harvard Business Review: https://hbr.org/2012/08/marketing-is-dead

McGuire, S. (2017, February 22). Food Photo Frenzy: Inside the Instagram Craze and Travel Trend. Retrieved from Business.com: https://www.business.com/articles/food-photo-frenzy-inside-the-instagram-craze-and-travel-trend/

Morrison, K. (2016, March 24). How Is Gen Z Using Social Media? Retrieved from AdWeek: http://www.adweek.com/digital/how-is-gen-z-using-social-media/

Nielson. (2015, October 19). Ads with impact: What messaging themes speak loudest to consumers? Retrieved from Nielson: http://www.nielsen.com/au/en/insights/news/2015/ads-with-impact-what-messaging-themes-speak-loudest-to-consumers.html

Patel, D. (2017, August 8). 10 Tips For Marketing To Gen Z On Social Media. Retrieved from Forbes: https://www.forbes.com/sites/deeppatel/2017/08/08/10-tips-for-marketing-to-gen-z-on-social-media/#7f8a159e2718

Patel, N. (2017). How to Create a Brand-Building Blogging Strategy. Retrieved from Neil Patel: https://neilpatel.com/blog/brand-building-blogging-strategy/

Perkins, M. (2014, November 5). How to Develop a Strong Visual Brand on Social Media. Retrieved from HubSpot: https://blog.hubspot.com/marketing/strong-brand-voice-social-media

Perlstein, T. (2017, May 23). Brand Thinking: Fullscreen original research results are in. Retrieved from Fullcreen Media: https://fullscreenmedia.co/2017/05/23/fullscreen-original-research-results/

Pickhardt, C. E. (2011, July 18). Graduating High School and the Summer of Freedom Come. Retrieved from Psychology Today: https://www.psychologytoday.com/blog/surviving-your-childs-adolescence/201107/graduating-high-school-and-the-summer-freedom-come

Radcliffe, D. (2017, May 22). How Generation Z, Millennials (and the rest of us) consume media: 7 key trends. Retrieved from The Media Briefing: https://www.themediabriefing.com/article/how-generation-z-millennials-and-the-rest-of-us-consume-media-7-key-trends

Salpini, C. (2017, July 17). Study: 80% of Gen Z purchases influenced by social media. Retrieved from Retail Dive: https://www.retaildive.com/news/study-80-of-gen-z-purchases-influenced-by-social-media/447249/

Social Media Week. (2017, April 20). 15 Stats on How Gen-Z Spends Their Time on Social Media and Mobile Messaging. Retrieved from Social Media Week: https://socialmediaweek.org/blog/2017/04/stats-gen-z-social-mobile/

Tandoh, R. (2016, November 3). Click plate: how Instagram is changing the way we eat. Retrieved from The Guardian: https://www.theguardian.com/lifeandstyle/2016/nov/02/click-plate-how-instagram-changing-way-we-eat-food

AMB330 Community management portfolio - Angelica Cooke · 2017. 11. 8. · • Tips for saving...

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