Raincoast Adventures - Amazon S3€¦ · 3. Social Media Objectives 4. Online Brand Persona and...

1RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY

TABLE OF CONTENTS

1. Executive Summary, November 2014

2. Social Media Audit

a. Social Media Assessment, November 2014

b. Traffic Sources Assessment, May 2014 - October 2014

c. Customer Demographics Assessment

d. Competitor Assessment

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results, November 2014 - January 2015

Raincoast Adventures Social Media Strategy


EXECUTIVE SUMMARYOur major social media priorities for 2015 will be growing our online following and community.

The primary focus will be to support revenue goals through driving more traffic to our website by sharing more engaging, relevant content and building deeper relationships with our customers.

Two major social strategies will support this objective:

1. A plan to increase the volume of content we publish to our social profiles.

2. Encourage conversations and discoverability of content.

SOCIAL MEDIA AUDITThe following is an audit of Raincoast Adventures’ Inc. social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Media Assessment Data as of November 1, 2015

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate#interactions / reach

Twitter twitter.com/Raincoast ADV

6300 12 posts per week 2.5%

Facebook facebook.com/RaincoastAdventures

5500 3 posts per week 3%

Instagram instagram.com/raincoastadv

8800 2 posts per week Average interactions per post = 290

LinkedIn linkedin.com/RaincoastAdventures

300 1 post per month 0%

Social Media Assessment: At present time, the highest number of interactions per post occurs on Instagram (engagement rate cannot be calculated at present time.) Little to no interactions occur on LinkedIn and the closing of that channel should be considered moving forward.


Website Traffic Sources Assessment Timeframe: Monthly average, May 2014 to October 2014

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1000 unique visits 5% 2.3%

Facebook 3000 unique visits 20% 1.8%

Instagram NO DATA NO DATA NO DATA

LinkedIn 200 unique visits 0.5% .02%

Traffic Summary: At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate (conversion goal = ticket purchase) lags slightly behind Twitter at 1.8% and 2.3% respectively. Although no direct traffic data is available for Instagram, many social interactions occur on this network.

Audience Demographics Assessment Survey distributed in June/July via email and upon visitor registration. Total applicant responses: 1500

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

60% 18 - 30

30% 31 - 40

10% 41 - 55

10% 56 - 80

55% Female

45% Male

50% Facebook

30% Instagram

15% Twitter

40% Instagram

20% Facebook

20% Twitter

Checking it off the bucket list and/or doing something thrilling

Being adventurous with friends and/or partner

Audience Demographics Summary: An overwhelming majority of survey respondents are in the 18 - 30 age group. Facebook and Instagram are their core social networks. Excitement, thrill and adventure are primary motivators for visiting the park. Energies should be dedicated to further develop Instagram content and engagement.


Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

FunFun Tours FB: FunFunTours Frequent visually distinct, branded posts with a lot of audience interaction. Each photo is done in a themepark style frame, easily recognizable as a FunFun Tour post.

One way conversation - comments and questions from the audience go unaddressed

ZippityZipZap Instagram: ZippityZipZap

Branded hashtag #zippityzipzap is used a lot by visitors - good source of user generated content

Infrequent posting, brand seems unfamiliar with the platform. Don’t make use of user generated content.

Crazy Thrills Park TW: CrzThrillsPrk Adventure style GoPro photography gets a lot of engagement and retweets. Use of HQ, engaging, short videos of real customers - powerful emotional draw.

10 promotional tweets per day get low engagement and negative commentary from their followers. Sample tweet from follower “Stop spamming my feed!!!”

Competitor Assessment Summary: The above analysis focused on three major competitors with a strong social presence on Facebook, Instagram and Twitter, respectively. High quality visual content is a major driver of engagement with their audiences, and the use of a unique brand hashtag generates many brand mentions on Twitter. Areas where the competition has room for improvement is centered around 2 way communication and listening to audience feedback.

SOCIAL MEDIA OBJECTIVESIn 2015, the primary focus of our social media strategy will be to support revenue goals by driving more traffic to our website from our social channels. In order to do so, our social media priorities will be growing online following + community by sharing more engaging, relevant content and building deeper relationships with our customers.

Some specific objectives include:

1. Increase unique visitors from social properties to website by 30% in 6 months via:

a. Increased brand awareness through increased mentions on Twitter

b. Increased use of brand hashtags across all social platforms

2. Increase Instagram followers by 3000 in 6 months.

3. Increase volume of visual content published on Facebook and Instagram channels by 40% in 6 months.


KPIs1. Number of unique visitors from Facebook, Twitter

and LinkedIn

2. Number of Instagram followers

3. Number of weekly photo and video posts to Facebook and Instagram

4. Sentiment analysis

Key Messages�� A Thrilling Adventure in the Heart of the City

�� Fearless Fun with Friends

ONLINE BRAND PERSONA AND VOICEAdjectives that describe our brand:

�� Adventurous

�� Fearless

�� Bold

�� Fun

When interacting with customers we are: �� Encouraging

�� Solution-oriented

�� Friendly

Tools Approved Tools

�� Hootsuite

�� uberVU

Rejected Tools

�� N/A

Existing Subscriptions/Licenses

�� Kapost

�� Vimeo

�� Qualaroo

�� Photoshop

STRATEGIES AND TOOLSPaid: Every Friday boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 75, as well as a minimum of 5 likes or 3 comments.

Owned: Introduce the use of #FearlessFriends to company Instagram posts. Encourage adoption by customers and source a minimum of 1 piece of user-generated content per week to regram/shout out. Promote hashtag across all social properties, email newsletters as well as printed promotional material.

When customers arrive for registration mention the hashtag and encourage them to use it if they plan on taking photos of their visit.

Earned: Monitor Twitter for keywords and terms: bungee, zipline, ziplining, Vancouver holiday, Vancouver vacation. Extend 50 discount codes to warm leads/prospects over the course of 3 months = unexpected delight.

Partner with 5 extreme athletes and develop an influencer/advocate relationship. Co-develop a 5 piece video series “Vancouver Days” to be shared on partner site and social channels. Content to be re-posted to our social channels.


SOCIAL MEDIA ROLES AND RESPONSIBILITIESMarketing Director - Kimberly Jang

Social Media Manager - Rob Mathew

Social Media Coordinator - Allison Russell

Supporting Social Media Team Members

Ryan Chynces (social ads support)

Josephine Smith (customer support - social media)

TIMING AND KEY DATES Holiday Dates

�� Valentine’s Day

�� Victoria Day (Long Weekend)

�� Canada Day (Long Weekend)

�� BC Day (Long Weekend)

�� Labour Day (Long Weekend)

Internal Events

�� July 25th + 26th - Community Forest Restoration Event

�� December 14th + 15th - Community Food and Toys Drive

Reporting Dates

�� Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.

�� Be respectful to all

�� Use common sense

�� Stay out of trouble (don’t start a fight or post something that’s illegal)

�� Be polite, not rude or insensitive

�� Be the solution, not the problem

�� Be nice to strangers

�� Act helpful to customers

�� Don’t slag the competition

�� Excited about a company event or campaign? Feel free to spread the word to your networks.

�� Not sure if your social message is up to par? Ask before you tweet - we’re here for you.

SOCIAL MEDIA POLICYSocial media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Raincoast Adventures you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines:

Raincoast Adventures is serious about the appropriate use of social media by our employees. Violation of the Raincoast Adventures social policy may result in corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or anyone on the HR team.


CRITICAL RESPONSE PLANScenario 1 - Inappropriate Tweet Sent from @RaincoastADV

Action Plan

1. When Tweet is detected:

�� Take screenshot (on Mac press: Command+Shift+ 3)

�� Delete Tweet

�� Alert Rob Mathew (Social Media Manager). If Rob unavailable, alert Kim Jang (Marketing Director.)

2. Rob to sync with Kim to discuss impact and reach, and evaluate further action.

3. Rob to develop appropriate follow up Tweet, Kim to approve.

4. If media has picked up the Tweet, Kim to manage all direct contact. If Kim is unavailable, Jeff (Owner) will manage all contact.

5. Kim and Rob to sync with employee responsible for publishing the Tweet to see if disciplinary action is required.

Pre-approved messaging:

NO PRE-APPROVED MESSAGING IN THIS SCENARIO

Messaging will be dependant on the nature of the tweet - to be developed by Rob and Kim.

Scenario 2 - Structure Collapse, no injuries e.g. Zipline structure collapse/ Equipment Failure

Action Plan

1. Site crew to alert Jeff (Owner). Jeff to alert Kim Jang (Marketing Director).

2. Kim to sync with Jeff and Rob (Social Media Manager) and evaluate the number of social media mentions of the situation.

3. If media has picked up the incident, Kim to manage all direct contact. If Kim is unavailable, Jeff will manage all contact.

4. Rob to push messaging to social channel where the news broke first. Continue to monitor the spread of the news to other social channels and push messaging there as necessary.

5. Kim and Jeff to evaluate the need for a longer statement and write one, if necessary.

6. Kim, Rob and Allison (Social Media Coordinator) to continue monitoring the situation and bring in Derek Saddler (Social Media Coordinator), Ryan and Josephine(Supporting Social Media Team Members) as needed.

Pre-approved messaging:

Twitter: “We’re happy to report no injuries occurred in today’s incident. Park is closed, we’ll let you know when we re-open.”

Facebook: “An incident occurred today with one of the structures. We’re happy to say no one was injured. In order to investigate and protect the safety of our visitors and staff, the park will be closed for the rest of the day.”


MEASUREMENT AND REPORTINGQuantitative KPIs Reporting Period: 3 months Data as of February 1, 2015

Website Traffic Sources Assessment Timeframe: Monthly average, November 2014 to January 2014

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1100 unique visits + 10% growth

12% 2.3%

Facebook 3300 unique visits +10% growths

27% 1.8%

LinkedIn 210 unique visits +5% growth

3% .02%

Social Network Data Timeframe: as of February 1, 2015

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter twitter.com/RaincoastADV

7000 +11% growth

18 posts per week +10% increase

4%

Facebook facebook.com/RaincoastAdventures

6900 +25% growth


6%

Instagram instagram.com/raincoastadv

9700 +10% growth


average interactions per post = 450

LinkedIn linkedin.com/RaincoastAdventures

230 +15% growth

1 post per month no change

1.5%

�� Our Instagram following has grown by 1100 in 3 months, on track to hit the target of 3000 followers in a 6 month timeframe. It’s important to note that the average interactions per post have increased by 55% from 290 to 450.

�� The social content team has done a remarkable job of curating and creating great visual content. We have far surpassed our goal of increasing visual content by 40% in 6 months on Facebook and Instagram and achieved a 300% increase on both channels. A key tactic to this growth has been our ability to track user generated content with the #FearlessFriends hashtag and share it on our networks. This content is received very well within our community.

�� We elected to keep LinkedIn open to serve the upcoming Spring/Summer hiring season. A greater focus on developing company culture-centered content for this channel should be considered. Some assets created for our Facebook and Instagram channels may be repurposed here.


#FearlessFriends Hashtag Performance

�� Between November 1, 2014 and February 1, 2015 the hashtag was mentioned 3500 times on Twitter and 1500 times on Instagram.

�� 30 Instagram posts published with the hashtag yielded higher than average numbers of comment interactions, typically involving users tagging their friends in the comments.

Qualitative KPIs Sentiment Analysis

An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:

�� an abundance of positive sentiment from customers following their visit. This includes shout outs, sharing photos and stories of their experience and recommendation of the park to their friends/followers.

�� the biggest driver of negative sentiment is related to pricing. Customers express frustration about the price point of tickets/inaccessibility.

Proposed Action Items

�� Continue #FearlessFriends Campaign

�� Consider #RandomActsofAdventure campaign to gift 50 tickets to social followers/community members in the run up to Victoria Day.

�� Prepare a mission statement and content strategy for LinkedIn for the upcoming hiring season.

Raincoast Adventures - Amazon S3€¦ · 3. Social Media Objectives 4. Online Brand Persona and...

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