Social Media Strategy - Mewe

1. SOCIAL MEDIA STRATEGY Skillshare Assignment „Crea2ng a great Social Media Strategy“ by Julian Cole Liane Siebenhaar @L7H

2. WHY WE DO SOCIAL MEDIA 1. > Challenge > Target Group > Media HOW WE DO SOCIAL MEDIA 2. > Category > Campaign Idea > Communica2ons Framework WHEN WE DO SOCIAL MEDIA 3. > Roadmap > Expected Results > Next Steps

5. VOLUNTOURISM IS 1.ON THE RISE.The number of people interested in voluntourism con2nues to climb. Every second American would consider it for their next vaca2on. There are more than 8,000 monthly Google search queries from US-‐ Americans for “volunteer travel”. Picture: HerrWick, Flickr Source: Interna2onal Voluntourism Guidelines, 2012, Google Trends „Voluntourism“, Google Adwords “Volunteer travel“.

6. SELECTING IS A 1.JUNGLE.As a result there are thousands of voluntourism oﬀers. But also many ques2ons: Which oﬀers are trustworthy? Which organiza2on is really fair? How old do I have to be? What should a package cost? How can I fundraise money? Source: Google Search, 667,000 results within 30 seconds for „voluntourism“, 176,000,000 for „volunteer travel“, Quora.com

7. MEWE HELPS 1.SELECTING.That’s where Mewe comes in. It is the ﬁrst voluntourism comparison site that helps purpose-‐driven travelers to ﬁnd their ideal package and enables them to crowdfund for their selected cause. Picture: B Tal, Flickr

8. THE TASK: CREATE A 1.LAUNCH CAMPAIGN.Mewe has been accepted to Startup Chile and will be developed in 6 months. A launch campaign star2ng in June has to create awareness and interest for the new service. Goal: become the ﬁrst stop when it comes to voluntourism. Concrete: 5,000 monthly website Picture: Hoong Wei Long, Flickr visitors, 20,000 Facebook page likes & 1,000 conversions un2l 12/2013. Budget: US$ 12,000.

10. „Volunteer Travel“ WE TALK TO PURPOSE 18,100 searches per month worldwide 1.DRIVEN TRAVELERS.We focus on North Americans who 1,900 seek an experience that also 3,600 posi2vely aﬀects the host culture 8,100 abroad. They want to give back, do something meaningful for others and feel helpful. 2,400 Their favourite volunteer ac2vi2es are educa2on or cultural development (23%), health and nutri2on improvement (18%), infrastructure (14%) and environmental assistance (12%). 8,100 searches per month 3,600 searches per month Source: University of California San Diego, 2009, Voluntourism is on the Rise, 2007, Google Trends and Adwords in 2012.

11. THERE ARE TWO MAJOR SUBGROUPS: 1. A) Active Student Groups (80%) B) Bored Empty Nesters (20%) 18-‐24 years old. Time to travel. Grew up with 40-‐65 years old. Have worked their whole lifes. Have awareness for responsibility. Encouraged through peers enough 2me and money to travel. Are bored of usual or parents. Voluntourism is also beneﬁcial for their CV. cruises and resorts. Feel it’s 2me to give back. Source: University of California San Diego, 2009, Voluntourism is on the Rise, 2007, Facebook, Topsy 2012

13. IT‘S A PEER DRIVEN 1.CUSTOMER JOURNEY.When planning a vaca2on peers have the greatest inﬂuence. While tradi2onal media appear to be waning, peer review travel sites con2nue to be a dominant inﬂuence on travel decision. And Social Media has become twice as important as a source of informa2on for eco-‐travelers. Picture:Garren Gill, Flickr; Source: CMI Green Study, 2011

14. SOCIAL MEDIA HAS A HUGE INFLUENCE. 1. Flickr: NASA Goddard Photo & Video Flickr: lululemon athle2cs Flickr: JoshJanssen Flickr: Garren Gill Flickr: Ohhektor AWARENESS CONSIDERATION PREFERENCE PURCHASE RETENTION86% are gepng aware of 52% use search engines, 50% take peer reviews The majority of travelers, Arer and before the next voluntourism by peers. 82% research on websites. from Lonely Planet or 70%, book holiday trip 39% would talk to 21% come from print, 5% 12% use social media as Tripadvisor into account packages online. Travel other volunteers in order from TV & radio. voluntourism info source. before they book. agents are also used. to get recommenda2ons. Source: CMI Green Study, 2011, Google Consumer Barometer, 2012, Int. Voluntourism Guidelines, 2012.

15. GOOGLE, FACEBOOK & YOUTUBE ARE KEY. 1. GOOGLE FACEBOOK YOUTUBE TWITTER G+ PINTEREST TRIPADVISOR INSTAGRAM LONELYPLANET Search Social Stories Videos News Channel G+ Hangouts Pinboards Travel Review Photo Mapping Travel Review UNIQUE VISITORS/MONTH (USA) 170M 163M 160M 43M 31M 27M 14M 13M 925K MEWE PRIORITY CHANNELS TO CREATE AWARENESS HIGH HIGH HIGH Google Search, Facebook and Youtube have the highest reach and thus the SEO/SEM Stories & Ads Videos & Ads biggest poten2al to create broad awareness for the new service „Mewe“. Source: Compete 2012

16. OUR CHANCE: REACH 1.THROUGH FACEBOOK.There is a big chance to create awareness and relevance through a range of Social Media channels. With a limited budget we have to focus on the ones with the highest reach: Facebook & YouTube. With versa2le applica2ons we can use Facebook as our core Social Media marke2ng tool and YouTube as an informa2ve video player. Source: Compete 2012

19. THE CATEGORY:FUN OR FACTS.Most players in the market use Social Media with a focus on Facebook. The big players focus on traveler 2.beneﬁts: the fun experience abroad and discovering a new culture. The smaller ones are more factual and focus on their product: volunteer projects. And show Source: Facebook communi2es in need.

20. Organiza2on with own programms. CROSSCULTURALSOLUTIONS.ORG Wording: explore, discover, learn. BOUGHT EARNED OWNEDTEXT ADS: 630 AND BANNERS: 52 FACEBOOK: 22,073 LIKES WEBSITE: 53,117 UNIQUE VISTORS/MONTH 2. TWITTER: 4,552 FOLLOWERS YOUTUBE: 107,000 VIEWS PINTEREST/INSTAGRAM: 158 EACH Source: Compete 2012, Mixrank.com 2012, Facebook, Twiner, Youtube, Google Plus, 2012.

21. Travel Search Engine for meaningful travel. Subcategory: Volunteer Travel. GOABROAD.COM Focus: students, fun and discovery. Facebook: Traveler perspec2ves. BOUGHT EARNED OWNED FACEBOOK: 40,876 LIKES WEBSITE: 50,971 UNIQUE VISTORS/MONTH 2. TWITTER: 18722 FOLLOWERS YOUTUBE: 2989 VIEWS G+: 476 CIRCLEDSource: Compete 2012, Mixrank.com 2012, Facebook, Twiner, Youtube, Google Plus, 2012.

22. GVIUSA.COM Organiza2on with own programms. Pure & simple design with focus on landscape discovery & project progress. BOUGHT EARNED OWNED TEXT ADS: 357 FACEBOOK: 49,500 LIKES WEBSITE: 12,104 UNIQUE VISTORS/MONTH 2. TWITTER: 2,200 FOLLOWERS YOUTUBE: 29,660 VIEWSSource: Compete 2012, Mixrank.com 2012, Facebook, Twiner, Youtube, Google Plus, 2012.

23. GLOBALVOLUNTEERS.ORG Organiza2on with own programs. Facebook content: volunteer stories. BOUGHT EARNED OWNED TEXT ADS: 10 FACEBOOK: 5,845 LIKES WEBSITE: 10,500 UNIQUE VISTORS/MONTH 2. TWITTER: 1,120 FOLLOWERS YOUTUBE: 52,300 VIEWS EXPERIENCE BLGOSSource: Compete 2012, Mixrank.com 2012, Facebook, Twiner, Youtube, Google Plus, 2012.

25. THE GAP: MAKING AREAL DIFFERENCE.There is much cri2cism around voluntourism. The ques2on many people (and Louis C.K.) have: Do voluntourists really make a diﬀerence? 2. Maybe that’s why 70% state they would look for fundraising opportuni2es in prepara2on for their next trip. Source: University of California San Diego, 2009, H.O.P.E. was here, Documenta2on by Mark Denega. H.O.P.E. was here. Documentation by Mark Denega.

26. MEWE‘S GIVES ANANSWER.With its comparison and fundraising func2on Mewe facilitates finding and suppor2ng a meaningful project. 2.Therefore our proposi2on is: Mewe makes finding & suppor2ng a meaningful project easy. Picture: VinothChandar, Flickr; The takeout of our campaign: If I want a holiday that maners my first stop is mewe.is.

27. THE CAMPAIGN IDEA:MAKE BREAK 2013.Our idea is to ini2ate a social crowdfunding challenge to demonstrate that Mewe facilitates suppor2ng a meaningful project. We call it “Make Break 2013 – a Summer Break that maners.” The crowdfunding champion wins a volunteer trip abroad. Via www.mewe.is of course. Note: This is a placeholder campaign that was made up to create a communica2on framework.

29. MAKE BREAK 2013 HAS THREE PHASES: PHASE 1 PHASE 2 PHASE 2 ANNOUNCEMENT CROWDFUNDING CHALLENGE DOCUMENTATION MESSAGING It’s MAKE BREAK 2013. Start Win the MAKE BREAK 2013 We made a difference with making a difference with the crowd-‐ crowdfunding challenge and a one MAKE BREAK 2013. When is funding challenge by Mewe.is. week volunteer trip abroad. your next MAKE BREAK? CREATIVE •  SEO/SEM •  SEO/SEM •  SEO/SEM •  PR Online & Offline + Blogs •  PR Online & Offline + Blogs •  PR Online & Offline + Blogs •  Facebook Page Announcement •  Facebook Updates of Challenge •  Facebook Winner, Trip Update •  Posters at selected Unis •  Challenge on Facebook/Mewe •  Documenta2on on FB and YT 3. •  Targeted Facebook Ads •  Crowdfund Champion of the week •  Mailing to Par2cipants •  Mailing FB/Mewe •  Website Info Page

30. PHASE 1: ANNOUNCEMENT (JUNE) It’s MAKE BREAK 2013. Start making a diﬀerence with the crowdfunding challenge by Mewe.is. MAKE BREAK 2013 ON FACEBOOK PR in magazines & local news Facebook Ads & Announcement AND MEWE.IS Travel blogger outreach Mailings/Newslener 3. Posters at selected Unis Website Info Page SEM/SEO

31. PHASE 2: CROWDFUNDING CHALLENGE (JULY) Win the MAKE BREAK 2013 challenge and a one week volunteer trip abroad. MAKE BREAK 2013 ON FACEBOOK PR in magazines & local news AND MEWE.IS Social Fundraising Travel blogger outreach 3. FB Updates & Crowdfund champion of the week SEM/SEO

32. PHASE 3: DOCUMENTATION (END AUGUST) We made a diﬀerence with MAKE BREAK 2013. When is your next MAKE BREAK? MAKE BREAK 2013 ON FACEBOOK PR in magazines & local news AND MEWE.IS Documenta2on on FB, YouTube. Travel blogger outreach 3. Mailings to Par2cipants FB Updates & Winner Announcement SEM/SEO

35. MAKE BREAK 2013 - ROADMAP PHASE 1 -‐ ANNOUNCEMENT PHASE 2 – FUNDRAISER CHALLENGE PHASE 3 -‐ DOCUMENTATION JUNE JULY AUGUST CAMPAIGN ELEMENTS SEO / SEM 5,000$PR IN MAGAZINES & LOCAL NEWS + BLOGGER OUTREACH Done by Mewe FB DoneFACEBOOK PAGE: ANNOUNCEMENT FACEBOOK UPDATES OF CHALLENGE WINNER AND DOCUMENTATION by MeweTARGETED FACEBOOK ADS 5,000$ CHALLENGE ON FACEBOOK/MEWE WINNER, TRIP& DOCUMENTATION. AND FUNDRAISER OF THE WEEK ON FACEBOOK, MEWE & YOUTUBE.POSTERS IN SELECTED UNIS 1,000$WEBSITE INFO PAGE Done MAILING TOMAILING by Mewe PARTICIPANTSMEDIA COST: 11,000$

37. EXPECTED KPI‘S (06/2013–12/2013) AWARENESS CONSIDERATION PREFERENCE PURCHASE RETENTION•  3,000,000 text ad •  4,000 Website •  100 Par2cipants of •  100,000 Mewe •  20,000 Video Views impression. visitors per month. Challenge. Searches. •  20,000 FB Page Likes •  4000 monthly search •  FB Likes and Share •  20% Preference •  1,000 Conversions to •  Posi2ve PR Online & queries. •  Posi2ve Sen2ment of among target group partners. Oﬄine. •  50 reports in news & comments •  Image as ﬁrst stop magazines. for voluntourism. •  100 travel blog reports. 3. Benchmarks: mixrank.com/a/crossculturalsolu2ons.org

39. NEXT STEPS FORMEWE.•  Conﬁrm the concept •  Detailed campaign plan •  Detailed content strategy for Facebook and Youtube. •  PR kit and contact list 2.•  SEO/Adwords prepara2on Picture: Misspixels, Flickr;

40. THANK YOU!Please throw your thoughts and recommenda2ons at us. And visit us on Facebook :)