1

AMB 330 Digital Portfolio

Assignment 3: Community

Management Portfolio

Name: Joyce Chan Pui Ling

Student ID: N9566708

Tutorial: Wednesday (3pm- 5pm)

Tutor: Elizabeth Buchanan

Word Count: 1645

1

Table of Contents

1.0 Introduction.............................................................................................................2

2.0 SocialMediaStrategy...............................................................................................3

2.1Contentpillars.............................................................................................................52.1.1Inspiringmillennials...........................................................................................................52.1.2Entertainment...................................................................................................................52.1.3Valueformoneywithoutrisk............................................................................................5

3.0 CampaignCalendar...................................................................................................6

4.0 Contentcreation.......................................................................................................7

5.0 DigitalPortfolio........................................................................................................9

6.0 References..............................................................................................................10

2

1.0 Introduction

Cover More Travel Insurance (CMTI) has been building strong relationships with travellers

around the world (Cover More, 2016). The company’s target audience is young adults aged

18-25 years who love travelling. The consumer insight for CMTI is that customers endeavour

to have a memorable trip by purchasing travel insurance to reduce the burden of unexpected

expenses. Consumers also want travel insurance to provide great value and affordability as

well as inspiration on where to travel.

Amaro, Henriques, & Duarte (2016), mention that the young generation of insurance

customers grow up communicate mainly through social media. This is evident on Facebook

and website where customers search for information and purchase travel insurance online

conveniently. Therefore, social media is a good platform for CMTI to create brand awareness,

brand image and increase company’s revenue. It allows CMTI to develop better and more

valuable content by providing in-depth information about their service. When young adults

begin to realise the worth of getting travel insurance, they will be more likely to choose for

their first life insurance policy to avoid an unforeseen event. Therefore, this community

management portfolio will identify social media strategies, content pillars, options and a four-

week campaign calendar to enhance their marketing outcome for the clients.

3

2.0 Social Media Strategy

Social media has become a vital channel for marketing communication (Duffett, 2015). The

purpose of social media is to interact with customers because it has a direct impact on

customer’s decision-making and attitude (Jones, Borgman, & Ulusoy, 2015). Company can

build engagement and communitarian correspondence with customers through comment,

sharing and review on well known social media channels (Paniagua & Sapena, 2014). This

could enhance brand recognition, search engine and the number of new subscribers for CMTI

Social media is cost effective and able to reach relevant target audiences rapidly and generate

visibility (Ciprian, 2015). According to Coloccia (2016), millennials travel nine times or

more per year compared to previous generations. Thus, CMTI should post interesting and

good marketing content in order to target millennials.

Medium Metric to measure success

Justification Rhythm Posting times

Facebook

Engagement achievement measured through likes, shares and comments.

Facebook is the biggest online social media among young adults. This platform has 1.4 billion monthly active users from 2008 to 2016 (Pittman & Reich, 2016). Australians spend over 12 hours on Facebook weekly and get to more habitually than others (Sensis, 2016), Facebook allows companies to engage with customers from all around the world as it has geographical flexibility which could build a community on the Facebook page (Ramsan & Fowdar, 2013). Thus, it is the principle media choice for CMTI.

Minimum 1 post per day. Eclincher (2016) founds that some major brands post an average of 1 time each day. Otherwise, it will lead to loss of page likes and affect engagement.

Monday- Friday; 1pm-4pm Saturday- Sunday: 9am to 7pm According to Kolowich (2016), engagement rates are 18% higher on Thursday and Friday and weekdays from 1pm-4pm. Based on CMTI Facebook, their customers online between 1pm-4pm therefore post times will reflect this. Users are more active on social media. Thus Facebook gets 32% more engagement during the weekend (Keath, 2011).

4

Aboveisatableof3differentsocialmediaoptions.

Blog Measure the success of blogs through the number of clicks and social shares.

According to Liljander, Gummerus and Soderlund (2015), businesses use blogs to develop better customer relationship and increase search engine traffic. Over half of social media users (55%) read blogs before making a purchase (Sensis, 2015). Tourism enterprises have understood that blogging is cheap and effective where it can characterize a goal. It can also influence customers travel decision (Akehurst, 2009).

3 to 5 times a month or once a week. Organisation that publishes 3 to 5 times a month can have more than twice the traffic of the companies that don’t (Totka, 2013).

Monday: 8am-11am Saturday: 8am - 11am Mondays have the highest traffic days for an average blog and 70% of the users mention they read blogs in the morning (Cooper, 2014). Comments are usually the highest traffic hour for an average blog around 9am on Saturday (Cooper, 2014).

Instagram Track Instagram hashtags, number of comments and likes

According to Cowling (2016), Instagram has reached 5 million monthly active Australian user. This media has been one of the most successful recent social networks because 73% of Instagram users fall into CMTI’s target market. CMTI can also hashtag on the picture as it allows the brand to target their marketing to individuals. This could develop customers’ engagement and increase traffic (Straker, Wrigley, & Rosemann, 2015).

Minimum 1 time per day. Major brands post a minimum of 1 time per day and do not have dropped off in engagement for posting more (Lee, 2015). Therefore, CMTI could post as many pictures or videos by keeping up the rate of posting.

Monday-Friday: 5pm-6pm Saturday-Sundays: 2am- 5pm Posting at 5pm on weekdays is a good time as people probably procrastinating waiting for work or classes to end (Flint, 2015). 2am and 5pm are great time to post during weekends as less activities in terms of sharing, thus people are more engaged (Flint, 2015).

5

2.1 Content pillars

2.1.1 Inspiring millennials

This content pillar is about inspiring millennials to travel by providing a blog with

breathtaking pictures. As young travellers are contemplating of ways to reduce the burden of

unexpected expense, existing CMTI consumers could share their travel insurance experiences

on the blog and tell new travellers how reliable it is. Millennials can receive inspiring stories,

travel tips and advice and recommendations of what to do at a new destination. This content

pillar contains emotional touch points for potential clients and demonstrates that CMTI is

trustworthy and reliable.

2.1.2 Entertainment

This content pillar is about creating entertainment. As millennials are on a budget and often

seek for deals, suggesting The Ultimate Traveller- photo competition on social media will

encourage more people to participate. In exchange for sharing participants’ best travel

destination photos, millennials will have a chance to receive discount travel insurance plans

from CMTI. Relevant hashtags will be provided to develop brand image and awareness

where participants will tag their friends on the photo and encourage them to like it. The

success of this contest not only due to the prize aligning with the participants’ interests but

what the target audience is passionate about such as having the opportunity to travel around

the world with worry free.

2.1.3 Value for money without risk

This content pillar is about valuing money. As millennials have financial concern in spite of

wanting to travel more, it is encouraged for CMTI to include contents such as videos and

photos of realistic existing travellers to share about making a wise decision to invest in travel

insurance. This content can also include price comparison from other travel insurances and

coverage levels and other policy features to choose the most appropriate policy that require

and guarantee they are paying more than the required scope. The content will contain call to

action (CTA) messages with the travel insurance price and plans, which enhance brand

awareness and product service

6

3.0 Campaign Calendar

CMTI should develop an action plan a month ahead so that travellers within the target market

can plan for December trip. Marketers should promote ads weeks in advance of the holiday

season (Samson, 2016). In week 1 and 2 of November, customers are indecisive in getting

travel insurance Thus, existing CMTI members could inspire and advice millennials about the

benefit of purchasing travel insurance between 10am to 5pm on weekdays and 2pm and 5pm

on weekends. Posting a photo competition’s poster under content pillar 2 in advance between

10am to 5pm can bring awareness so that customers can prepare and start tagging their

friends.

Week 3 and 4 of November is when content pillar 1 involved in motivating customers

through testimonials, blogs and pictures from 10am-5pm. The media team will create content

about customers’ choices to build relationship and to inspire more people to travel and

purchase CMTI.

M T W T F S SContentPillar1:Inspiringmillennials

Facebook 1pm 3pm 3pm 1pm 3pm 12pm 2pm ContentPillar2:EntertainentInstagram 5pm 5pm 5pm 5pm 5pm 2am 5pm ContentPillar3:Valueformoneywithoutrisk

Blog 10am

Facebook 1pm 3pm 3pm 1pm 3pm 12pm 2pmInstagram 5pm 5pm 5pm 5pm 5pm 2am 5pm

Blog

Facebook 1pm 3pm 3pm 1pm 3pm 12pm 2pmInstagram 5pm 5pm 5pm 5pm 5pm 2am 5pm

Blog 10am 12pm

Facebook 1pm 3pm 3pm 1pm 3pm 12pm 2pmInstagram 5pm 5pm 5pm 5pm 5pm 2am 5pm

Blog 10am 12pm

Week3

Week4

Week1

Week2

November,2016

7

4.0 Content creation

In this section, content pillar 1 inspiring millennial will be used in Instagram, Facebook and Blog.

Content Pillar: 3: Inspiring millennial

Content Type: Photo -Tips on what to do in Melbourne

Justification and insight Instagram is a great tool for visual stimulation and to engage

customers and companies to interact with each other on a more

emotional level. Providing a top 10 lists do to in a new destination

on Instagram is important for millennials because they spend most

of their time using social media for research purposes. According

to Hipmunk (2016), 28% of millennials who are adventure seekers

and enjoy new experiences get travel ideas from Instagram. It

allows travel enthusiasts to organise their trip easily and able to

inspire them by posting content such as best place to visit in the

city.

8

Content Pillar: 3: Inspiring millennial

Content Type: Photo -Display photos of client’s recent travel experience

Justification and insight Showcasing customers’ photos on Facebook could enhance the

awareness of CMTI. When millennials see the photo being

uploaded on the page, they will be inspired to do the same activity,

as they trust that CMTI could do the same thing for them.

Consumers make their purchase decision based on emotions in the

online environment (Miorescu, Dina, Plesea, & Felician, 2015).

When customers see their photos, they will start sharing their own

picture too which brings free promotion. They gain trust by seeing

others using the products or services and this is a powerful

motivator (Racherla & Pradeep, 2014). By highlighting customer

photos and reposting them on the company’s Facebook page, CMTI

could encourage conversion customer engagement.

9

Content Pillar: 3: Inspiring millennial

Content type: Online travel reviews -Provide a platform for people to tell about their experiences to inspire new travellers.

Justification and insight The purpose of this strategy is for experienced travellers to leave a

comment on the blog whether they are positive or negative.

Millennials can get the inside scoop on what a destination is really

like from genuine tourists. This is because according to Gretzel and

Yoo (2008), over 74% of travellers receive other consumers’ advice

as information sources to plan their trips. Likewise, 90% of the

millennials make their travel purchase decision based on the online

reviews (Amaro et al., 2016).

5.0 Digital Portfolio Website:https://joycechansite.wordpress.com/

10

6.0 References Akehurst, G. (2009). User generated content: The use of blogs for tourism organisations and tourism consumers. Service Business, 3(1), 51-61. doi:http://dx.doi.org.ezp01.library.qut.edu.au/10.1007/s11628-008-0054-2 Amaro, S., Henriques, C., & Duarte, P. (2016). Comparing millennials with their predecessors regarding online travel behaviours: A logistical regression modelling approach. Paper presented at the 9-18. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com.ezp01.library.q ut.edu.au/docview/1803829886?accountid=13380 Ciprian, P. (2015). The Growing Importance Of Social Media In Business Marketing. Quaestus, (7), 94-98. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com.ezp01.library.q ut.edu.au/docview/1713658285?accountid=13380

Coloccia, J. (2016). The Millennial Traveler: How This Generation Will Change the Way We Market and Sell Hotels. Retrieved from http://hotelexecutive.com/business_review/4057/the-millennial-traveler-how-this- generation-will-change-the-way-we-market-and-sell-hotels.

Cooper, B.B. (2014). Scientifci Guide to Posting Tweets, Facebook Posts, Emails and Blog Posts At the Best Time. Retrieved from http://www.huffingtonpost.com/belle-beth- cooper/a-scientific-guide-to-pos_b_4262571.html

Cover More. (2016). How to choose the right Cover-More travel insurance for your trip. Retrieved from https://www.covermore.com.au/cover

Cowling, D. (2016). Social Media Statistics Australia-January 2016. Retrieved from http://www.socialmedianews.com.au/social-media-statistics-australia-january-2016/

Davoult, T. (2014). How to get customers to post Instagram Pictures. Retrieved from http://www.socialmediaexaminer.com/instagram-pictures-customer-created-content/

Duffett, R.G. (2015). Facebook advertising’s influecne on intention-to-prchase and purchase amongst Millenials, Internet Research, 25(4), pp. 498–526. doi: 10.1108/intr-01- 2014-0020.

Flint, N. (2015). Hacking Social Media: What are the best times to share your content? Retrieved from https://www.truconversion.com/blog/social-media/hacking-social- media-what-are-the-best-times-to-share-your-content/

Gretzel, U., & Yoo, K. (2008). Use and Impact of online travel reviews. Information and Communicaiton Technologies in Tourism 2008, (pp. 35-46). Retrieved from http://www.sciencedirect.com.ezp01.library.qut.edu.au/science/article/pii/S0747563210000907

11

Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development, 22(4), 611-632. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com.ezp01.library.q ut.edu.au/docview/1732337162?accountid=13380. Keath,J. (2011). 32% more engagement on Facebook during the weekend. Retrieved from https://www.socialfresh.com/argyle-info-graphic/

Lee, K. (2015). Infographic: How Often Should You Post on social media? See the most popular research and tips. Retrieved from https://blog.bufferapp.com/how-often-post- social-media.

Liljander, V., Gummerus, J., & Soderlund, M. (2015). Young consumers’ responses to suspected covert and overt blog marketing.Internet Research, 25(4), 610–632. doi:10.1108/intr-02- 2014-0041. Paniagua, J., & Sapena, J. (2014). Business performance and social media: Love or

hate?. Business Horizons, 57(6), 719-728.

Pittman, M. & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, (62), 155-167. Retrieved from http://www.sciencedirect.com.ezp01.library.qut.edu.au/science/article/pii/S07475632 16302552. doi.org.ezp01.library.qut.edu.au/10.1016/j.chb.2016.03.084.

PRIA. (2012). 13 million Australians spend 18 hours a day online. Retrieved from https://www.pria.com.au/industrynews/13-million-australians-spend-18-hours-a-day- online

Racherla, P., Mandviwalla, M., & Connolly, D. J. (2012), Factors affecting consumers' trust in online product reviews. J. Journal of consumer, 11 (2), 94–104. doi:10.1002/cb.385 Ramsaran-Fowdar, R., & Fowdar, S. (2013). The implications of facebook marketing for organizations. Contemporary Management Research, 9(1), 73-83. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com.ezp01.library.q ut.edu.au/docview/1438729497?accountid=13380 Samson, E. (2016). To maximise Holiday Sales Start Planning Your Marketing Early. Retrieved from https://www.entrepreneur.com/article/248165 Sensis. (2015). Sensis Social Media Report May 2015. Sensis Social Media Report may 2015. How Australian people and businesses are using social media. Retrieved from https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.p df. Sensis. (2016). Sensis Social Media Report 2016. How Australian people and businesses are

using social media. Retrieved from https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF

12

Straker, K., Wrigley, C., & Rosemann, M. (2015). Typologies and touchpoints: Designing multi-channel digital strategies. Journal of Research in Interactive Marketing, 9(2), 110-128. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com.ezp01.library.qut.edu.au/docview/1683583274?accountid=13380

Thehipmunk. (2016). Generation Gap: What Your Age Says About How You Travel. Retrieved from https://www.hipmunk.com/tailwind/generation-gap-what-your-age- says-about-how-you-travel-2/#.WAsptbx94_U. Totka, M. (2013). How Often Should You Update Your Small Business Blog? Retrieved from https://smallbiztrends.com/2013/11/how-often-should-you-update-your- blog.html.

13