Digital Media Plan Part B
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Transcript of Digital Media Plan Part B
MRKT: 9012
Strategic Marketing & Digital Media
MSc Hospitality Management
Gina Salvo D14126286
Maeve Cronin C07546815
Mario Roma Momma D14126773
DIGITAL MARKETING PLAN
SURFIRELAND.IE
1
Table of Contents
MAIN LINKS 2
WEBSITE & BLOG: 2 OUR SITE MAP: 2 GOOGLE ANALYTICS FOR NEW WEBSITE: 2 INSTAGRAM: 2 YOUTUBE: 2 MAILCHIMP: 3
SUPPLEMENTAL INFORMATION 3
TRIP ADVISOR 3 TWITTER 4 PERISCOPE 5 FACEBOOK 5
2
Main Links
Website & Blog: http://surf-ireland.wix.com/surf-ireland
Our Site map: http://surf-ireland.wix.com/surf-ireland/sitemap.xml
Google Analytics for new website: We cannot add the Google Analytics code to a free website on Wix. Once Surf
Ireland connects their old domain surfireland.ie to the new website we will add the
following code to allow for daily monitoring of site statistics like traffic volume,
bounce rate, referrals source and conversions, among others.
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a
,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-71306795-1', 'auto');
ga('send', 'pageview');
</script>
Instagram: https://www.instagram.com/surf.ireland.bundoran/
Youtube: https://www.youtube.com/channel/UCVA1dXaSjMFPW_rUc2hPdUg/feed
3
Mailchimp:
Surf Trip giveaway example:
http://us12.campaign-
archive1.com/?u=40c811dcd5d886265cf6b9b94&id=548e90fe19&e=
Upcoming surf trip announcement example:
http://us12.campaign-
archive1.com/?u=40c811dcd5d886265cf6b9b94&id=7671c4a616&e=82cdc40f88
Supplemental Information
In creating the website and social media components, certain profiles could not be set
up without further intent from the owner of the company. In lieu of this, we have
created an explanation of what steps would be taken had we the authority to create
and maintain these channels.
Trip Advisor
4
Similar to our competitors our format above, SurfIreland.ie will appear on
TripAdvisor. Our TripAdvisor page will have maps, vivid pictures, and a link to our
website. Reviews will be monitored daily and immediate action will be taken to reply
and comment to each review to show our customers that we are listening to their
feedback. The most important part of TripAdvisor is knowing what our customers
have to say about us and giving them quick responses to remedy undesirable
situations. For example, if someone were to have a bad trip and post a review we
would immediately reach out to find out what prevented this trip from meeting
expectations and perhaps find a way to compensate them with maybe a credit towards
a future trip or a partial refund. Positive reviews will be replied to with sincere thanks,
letting our customers know we appreciate their feedback both positive and negative.
Constant maintenance and vigilance will be vital to using the review site properly and
being able to utilise the valuable feedback it provides.
As Surf Ireland already have a twitter account we have not set up a second account.
Instead please follow link to our sample tweets. This excel file is created in such a
way (calculating character length accounting for links/images prior to posting) to
ensure Surf Ireland will have very easy implementation. This way they can plan
ahead, pre writing tweets and scheduling them through hootsuite when they have
some down time. Please see sample tweets on Tab 1 on link below. Please sign in
with DIT account to view.
As well as these pre - written and scheduled tweets, Surf Ireland should interact and
react with their community and industry via mentions, retweets and conversation on
the go. This is harder to plan, as it is a more as it happens approach. However we have
selected some accounts for Surf Ireland to follow and interact with, supplying the
twitter handles for their convenience on Tab 2.
Link to Twitter Implementation:
5
https://docs.google.com/spreadsheets/d/1rAGTWjt-K-
Onw8LP19afYSmKoGoEatvGoF0KSPXM4hg/pubhtml
Periscope
As Periscope is a live broadcasting channel, can be used by Surf Ireland both on the
go and for more structured broadcasts.
● On the go sample broadcasts - short live video of the waves in bundoran,
quick tour of the hostel in Bundoran, live informal reviews from attendees on
a surf weekend while they are in Bundoran.
● Structured sample broadcasts - live surf instruction from board on the sand,
live feed for a question and answer session with local surfer. These broadcasts
should be promoted in advance via Twitter and Facebook to increase the
number of live viewers, giving them a chance to interact and type in their
questions during the live stream.
As these videos can be saved to the Surf Ireland account they can be re watched, and
they can be downloaded by Surf Ireland so they could be reused on other social media
sites like Twitter, Facebook and YouTube.
Sample posts:
Amazing! First time surfing and already standing on the board getting a nice wave,
right @Carl? That is one of the surfers that had great fun last weekend in Bundoran.
that’s how we work: we make a beginner surfer feel the amazing feeling that surfing
naturally provides! Follow us and be ready for the next weekend surf trip we will
organize! Number of surfers are limited so if you are sure that you want to learn to
surf, visit us at surfireland.ie and book quickly!
Opinion poll for future trips for Facebook and Twitter:
http://goo.gl/forms/X2XknJYdeg