Tiffany Paralta_TIB_Proposal
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Transcript of Tiffany Paralta_TIB_Proposal
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
demographics
0%
50%
100%
<highschoolhighschoolsome collegebachelorsgraduate
education 0%
50%
100%<25k25<50k50<75k75<100k100<150>150
income
google ad planner http://bit.ly/iLfnAE
Thursday, June 9, 2011
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?
Thursday, June 9, 2011
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
technogaphicswhere do they live online?
social mention: travelhttp://bit.ly/ioQEiJ
Thursday, June 9, 2011
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
Thursday, June 9, 2011
social media market size user concentration
audience reach
unique visitors
flickr
shutterfly
youtube
150 12% 8.2M
150 11% 7.4M
120 76% 50M
140 17% 11M
140 100% 67M
google ad plannerhttp://bit.ly/2Yzlz3
Thursday, June 9, 2011
Social Toolsblogphotobuckettwitteryoutubewikitravelfacebooklinkedinpitchengine
#BeRelevant
Thursday, June 9, 2011
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
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
Thursday, June 9, 2011
pitchengineintegrated marketing:guerrilla marketing campaign:bumper stickers w/ QR on college campusessocial media press release
http://bit.ly/5l2UIJ
Thursday, June 9, 2011
traffic toolsgoogle analytics on brand and competitiongoogle alerts on brand and competitionyoutube analyticsbit.lysocial mentiontwitteranalytics
Thursday, June 9, 2011
social media management
workimplementation?
person 2
person 1 analyticsuploadswiki’s, linkedin, twitter, blog
create social media packsscavenge for opportunitiestwitter, fb, pitchengine
Thursday, June 9, 2011
success metricsco
nsis
tent site traffic
unit saleslikes, connections, retweets, blog subscriptions, youtube views
exponential
Thursday, June 9, 2011