2. MumSpace
Casestudy

3. THE BRIEF
What Medina Apartment Hotels were looking for:
• A way to start in Social Media that was cost effective and would lead to long
term engagement
• Increase brand awareness Medina’s target audience in the leisure sector
• Measureable success

4. BEFORE WE BEGIN
Understand theroleof Social Mediain your organisation.
Social Mediaisamarketing function, however traditional
marketing principlescannot beapplied.
What weknow:
•Treat it likeany Strategy, start with your end goal in mind
•Content isKing
•Creativity isKey

5. A New Community
Identify an audience
Find their platform
Start initiative
MumSpace
• 4,412 total fans
• 2,500 monthly active users
• 1,000+ interactions each month
• 400 page views every day

6. THE IDEA
“MumSpace”
A fun, honest and fun community that lets Mums share tips and funny
stories.
MumSpace is a place to share, purge, rant and chat
www.facebook.com/MumSpace

7. THE GAME PLAN
Now weneed to:
1. Set expectations
2. Branding
3. Current
4. Relevant
5. Engaging
6. Sustainable
7. Authentic
8. Participate
9. EnablePeer to Peer Conversations
10. Advocacy (theholy grail)

8. THE CAMPAIGN - TACTICS
• Social Media Facebook used to start the conversation with mums
• Media Announcement Releases to travel industry, trade and consumer titles
• Promotions & Deals Launched through MumSpace, leading consumer
magazines, websites and blogs
• Partnership PR Work with Luckiest Productions for tour and promotion
partnership
•Facebook Advertising Build your audience

9. TACTICS
Luckiest Productions - David Campbell

10. TACTICS
Learn the language of
your audience,
start the
conversation
Communicate your key
messages in this
language

11. TACTICS

12. ENGAGING
Facebook

13. ENGAGING
Australian Traveller Take5

14. 5. SUSTAINABLE: Low maintenance, self-moderating

15. PRESS COVERAGE
E-Travel Blackboard

16. PRESS COVERAGE
Travel Daily

17. PRESS COVERAGE
eGlobal Travel News

18. PRESS COVERAGE
TheSydney Morning Herald

19. RESULTS: Business Growth, Development + Profit
• Increased traffic to the Medina website,13% of page views now come through
Facebook
• Direct hotel reservations
• Over 25 pieces of press coverage in consumer and trade press
• Medina has an engaged audience for all future activity

20. Questions?
Contact: Kim McKay
Kim@klick.com.au
02 8353 7104