This is my assignment for the course "Create a great Social Media Strategy" by Julian Cole, Digital Strategy Director at BBH NY. Any comments and recommendation are very well appreciated. Especially when it comes to the question: what can you get for 12K$? PS: Unfortunately Slideshare erased my wonderful blue background...

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

3. 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

4. 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

9. 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. 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

11. „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.

12. 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. 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

14. 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

15. 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 RETENTION
86%
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.

16. 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

17. 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

18. 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

19. 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

20. 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.

21. Organiza2on
with
own
programms.
CROSSCULTURALSOLUTIONS.ORG Wording:
explore,
discover,
learn.
BOUGHT EARNED OWNED
TEXT 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.

22. 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 CIRCLED
Source:
Compete
2012,
Mixrank.com
2012,
Facebook,
Twiner,
Youtube,
Google
Plus,
2012.

23. 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 VIEWS
Source:
Compete
2012,
Mixrank.com
2012,
Facebook,
Twiner,
Youtube,
Google
Plus,
2012.

24. 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 BLGOS
Source:
Compete
2012,
Mixrank.com
2012,
Facebook,
Twiner,
Youtube,
Google
Plus,
2012.

25. 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

26. THE GAP: MAKING A
REAL 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.

27. MEWE‘S GIVES AN
ANSWER.
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.

28. 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. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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 Done
FACEBOOK PAGE: ANNOUNCEMENT FACEBOOK UPDATES OF CHALLENGE WINNER AND DOCUMENTATION by Mewe
TARGETED 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 TO
MAILING by Mewe PARTICIPANTS
MEDIA COST: 11,000$

37. 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

38. 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. 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

40. NEXT STEPS FOR
MEWE.
• 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;

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