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AngelicaCooke[COMPANYNAME]|[COMPANYADDRESS]
FORRACQ’SYOUTHPROGRAM
Angelica Cooke Student number: N9722548 Tutor: Emily Attridge
Words: 1649 Digital portfolio:
https://angelicacooke.wordpress.com/
AMB330 Digital Portfolio Semester 2, 2017
Assessment 3 Due date: 30 October 2017
Community management portfolio for RACQ’s youth program
free2go
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Angelica Cooke AMB330 Digital Portfolio N9722548 Community
Management Portfolio
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Introduction 3
Social media strategy 3
Content pillars 5
Campaign calendar 6
Social media content 7
Instagram post: photo 7
Facebook post: video 8
Blog post 9
Reference list 10
contents
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Free2Go’s primary offering of free and discounted roadside
assistance strongly aligns with the needs of its target market:
16-19-year old Queenslanders who are caught between their desire
for the freedom and independence of driving and owning a car, and
their avoidance of “adult” expenses associated with such freedom
(Delbosc & Currie, 2014). A free2go membership reduces the
costs associated with owning a car, hence the challenge for free2go
does not lie in its service offerings, but rather in its ability to
form relationships with young consumers, who favour social over
traditional media (Kantar Millward Brown, 2016). While social media
has great potential to engage consumers and create online brand
communities, few brands succeed in this, as consumers generally
avoid branded content on social media (Holt, 2016). However, if
content aligns with their personal ‘image’, Generation Z is highly
likely to engage with branded posts (Perlstein, 2017). As such,
Free2go should leverage Generation Z’s willingness to engage with
the brand online by ensuring content is highly culturally relevant
and aligns with consumers’ personal ‘image’ (Deloitte, 2016).
Social media has the potential to reap enormous returns from
minimal monetary investment, with Generation Z spending 74 percent
of their free time on social media (Patel, 2017), which influences
80 percent of their purchasing decisions (Salpini, 2017). Social
media offers a three-way conversation between the brand, customers,
and their peers, allowing a company to foster an online brand
community through posting content that is highly culturally
relevant and creates an ‘experience’ for the target market (Lee,
2012). Currently, Facebook is free2go’s only social media platform.
While Facebook is the most popular social media site, posting
branded content consistently across a range of social platforms
improves reach, awareness and preference (Deloitte, 2016 and 2017).
Free2go should therefore engage Instagram and Twitter, and share
blog posts on the Facebook page, as outlined in table 1.
introduction
social media strategy
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Table 1: recommended social media channels for free2go Social
media channel Justification for free2go to use this channel
Facebook Facebook remains the primary social media channel across
all
generations (Deloitte, 2017). However, Facebook functions as a
cornerstone among teens – not the only destination – meaning
free2go should engage other channels (Morrison, 2016).
Instagram Over three quarters of students use Instagram daily
(Social Media Week, 2017), likely due to the recent shift to
primarily visual media consumption (Radcliffe, 2017). With
Instagram’s growing popularity among Generation Z, it is vital
free2go have an Instagram presence to reach the target market
(Radcliffe, 2017).
Twitter While less than one third of Generation Z use Twitter
regularly (Deloitte, 2017), important industry- and brand-related
conversations occur on Twitter, and free2go should be a part of
those conversations to build industry authority (DeMers,
2015a).
Blog Blogs can build industry authority, increase search engine
traffic, support social media posts, and humanise brands, which is
vital to appeal to Generation Z (DeMers, 2015b). Blog content
provides unique, high-quality content to enrich social media posts,
and increase website traffic (DeMers, 2015b).
As shown in figure 1, Facebook, Instagram and Twitter are among
Generation Z’s top four most-used social media channels (Deloitte,
2017). While Snapchat is the third most prevalent social media
channel, almost 90% of Generation Z use Snapchat for keeping in
touch with friends, meaning brands using Snapchat may be considered
intrusive (Social Media Week, 2017).
Figure 1: social networking sites used by Generation Z
Data adapted from Deloitte, 2017
Tumblr, YouTube and Pinterest are not a worthwhile investment
for free2go, with Generation Z’s usage of each platform below 50
percent (Social Media Week, 2017).
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Generation Z view social media marketing as intrusive unless it
is truly customer-centric (Kantar Millward Brown, 2016). Content
should reflect and combine with consumers’ experiences to provide
value for the target audience, rather than simply conveying brand
messages (Bonchek & France, 2017). Given Generation Z have
great potential to engage with brands on social media if they align
with their ‘image’ (Perlstein, 2017), free2go should create content
which reflects the target market’s conflicting desires to enjoy
freedom and independence while saving money. This content may be
categorised under three pillars, as outlined below, which aim to
increase brand engagement and share information about the benefits
of a free2go membership. The success of the campaign may be
measured through monitoring post engagement (likes, comments,
shares) and website traffic throughout the campaign.
Content pillar 1:
freedom & independence Content pillar 2:
saving money
Content pillar 3: online community
On the cusp of adulthood, the target market places high value on
freedom and independence, and view having a licence as a near
necessity (Delbosc & Currie, 2014). Free2go should tap into
this innate desire by posting content which relates to activities
associated with freedom after getting a licence: road trips,
picnics, beach trips. This pillar aims to be highly engaging and
encourage the target market to like and tag friends in the posts to
suggest going on the road trips and picnics depicted.
This pillar aims to be informative about the benefits of a
free2go membership to break down the barriers to purchase which
come from the costs of owning and driving a car. With car licencing
declining among young people due to rising costs of driving
(Delbosc & Currie, 2013), free2go should showcase how a
membership can minimise these costs by promoting its primary
service of free or discounted roadside assistance, as well as the
value-added services, including discounted car insurance and
discounts at various retailers and outlets (free2go, 2017).
Free2go should foster an online community which acts as an
extension of the real-life experience of being a free2go member
(Lee, 2012). Posts under this pillar should feature photos and
stories from members who called for roadside assistance. Telling
customer stories acts as brand-controlled word-of-mouth and
encourages post engagement (Furgison, 2013). Free2go should respond
to comments on brand posts using a personable tone to increase post
engagement and create a virtual extension of the service and brand
(Lee, 2012).
• Guide to the perfect picnic:
where to go; what to pack • Tips for beach trips; best
beaches in Queensland • Itinerary for the best road
trips around Queensland
• Tips for saving money after
buying a car or getting your licence (i.e. cheapest time to fill
up petrol during the week)
• Posts outlining all the ways you can save money with a free2go
membership
• Posts featuring free2go
members who needed roadside assistance
• Posts encouraging people to share their car breakdown stories
in the comments
• Free2go replying to comments on posts in a personable tone
Exp
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The social media campaign should span the month following
Queensland year 12 schoolies celebrations, as the target market
will begin to seek freedom and independence, while remaining
conscious of their limited budgets (Pickhardt, 2011).
Free2go campaign calendar: 27/11/2017 – 24/12/2017
Content pillar 1: freedom and independence Content pillar 2:
saving money Content pillar 3: online community
While it is recommended brands update each social media platform
daily, free2go should consider whether there is enough engaging,
on-brand content to post this frequently without ‘spamming’
followers (Honigman, 2015). Rather than posting daily, or
irregularly as the brand does currently (free2go, 2017), free2go
should make 3 Facebook posts per week – with one of these sharing
the Friday blog post – and two Instagram and Twitter posts. For
maximum reach and engagement, Facebook posts should be made at
around 9am, lunchtime, or 3pm, Instagram posts should be made at
either 8-9am or lunchtime, Twitter updates should be made between
3pm and 6pm, and blog posts should be published in the morning
(Fontein & Aynsley, 2016 and Kolowich, 2017). These times may
vary as the brand learns about the target market’s online behaviour
during the first month.
campaign calendar
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Pillar 1 aims to increase online brand engagement, rather than
promote or sell free2go’s product, so content is highly
customer-centric and aims to be ‘shareable’, as outlined in the
following examples of pillar 1 social media content.
Instagram post: photo
The target market is attracted to social activities that
represent freedom and independence, such as a day trip (Pickhardt,
2011). The focus on food makes the content highly shareable, acting
as food or activity “inspiration”, which encourages followers to
tag friends (Tandoh, 2016). Brand promotion is minimal, so
followers are unlikely to respond negatively to the branded post,
meaning free2go is likely to remain in the target market’s newsfeed
and be top-of-mind (Kantar Millward Brown, 2016).
social media content
Vibrant colours to cut through the ‘noise’ of the feed and
attract young audiences (Perkins, 2014)
Visually appealing food encourages engagement and sharing,
acting as ‘inspiration’ for followers (McGuire, 2017)
Free2go membership card ensuring the post remains on-brand
Call to action to 1) Increase cross-
channel followers and Facebook/blog traffic
2) Increase engagement through tagging friends
Language that evokes excitement through the feeling of
freedom
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Facebook post: video Story board for the proposed Facebook
video:
Video posted on Facebook:
The upbeat music, vibrant images and use of local scenery
directly appeals to Generation Z consumers and fits the
characteristics of ‘best branded video content’, as content is
relatable, has a simple storyline and uses striking imagery
(Nielson, 2015). Asking “what’s your next adventure?” adds
aspirational themes, which strongly resonates with Generation Z
(Nielson, 2015), and the short video length and simple caption
appeals to the target market’s limited attention spans (Deloitte,
2016). While the content does not explicitly promote free2go, the
video’s primary goal is to increase online engagement through
visually appealing content and aspirational themes which make the
video highly shareable in the form of tagging friends (Tandoh,
2016).
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Blog post Free2go’s blog should be published on the free2go
website under a new menu tab for blog posts. Below is an example of
blog copy and images under pillar 1.
While Generation Z generally have short attention spans
(Deloitte, 2016), the blog appeals to their life-stage, providing a
solution to their unique problem (“post-schoolies blues”) (Patel D.
, 2017). This will drive the target market to free2go’s website, as
well as increasing brand engagement, recognition and potentially
brand equity (Patel N. , 2017). The blog content supports the
brand’s social media voice and humanises the free2go brand, which
is vital to appeal to Generation Z (DeMers, 2015b).
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Bonchek, M., & France, C. (2017, March 22). What Creativity
in Marketing Looks Like
Today. Retrieved from Harvard Business Review:
https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today
Delbosc, A., & Currie, G. (2013, February 27). Causes of
Youth Licensing Decline: A Synthesis of Evidence. Transport
Reviews, 33(3), doi:
http://dx.doi.org.ezp01.library.qut.edu.au/10.1080/01441647.2013.801929.
Delbosc, A., & Currie, G. (2014, January). Using discussion
forums to explore attitudes toward cars and licensing among young
Australians. Transport Policy, 31, 27-34. doi:
https://doi.org/10.1016/j.tranpol.2013.11.005.
Deloitte. (2016). Media Consumer Survey 2016: Australian media
and digital preferences 5th edition. Retrieved from Deloitte:
http://landing.deloitte.com.au/rs/761-IBL-328/images/Media_Consumer_Survey_Report.pdf?mkt_tok=eyJpIjoiWVRZeU56TTBZamN4T1RFeSIsInQiOiJNWmU5UU1Ya3luRlUrNlJnNzlOM3JhRXdtRGQ4NXZcL3N1dXVPODVoRVZRbzVtMEo4MDRQREN4ZWFmaThSZ1JVK2RcL004YVMyeHBBOXdEU240aVJORWFPSWZXcFRDWFpoWWtsN3FIQ1hTQkpnPSJ9
Deloitte. (2017). Media Consumer Survey 2017. Retrieved from
Deloitte:
https://www2.deloitte.com/au/en/pages/technology-media-and-telecommunications/articles/media-consumer-survey-2017.html
DeMers, J. (2015a, July 7). Top 10 Reasons Your Brand Needs To
Be On Twitter. Retrieved from Forbes:
https://www.forbes.com/sites/jaysondemers/2015/07/07/top-10-reasons-your-brand-needs-to-be-on-twitter/#54ebee92368b
DeMers, J. (2015b, May 28). The Top 10 Benefits Of Blogging On
Your Website. Retrieved from Forbes:
https://www.forbes.com/sites/jaysondemers/2015/05/28/the-top-10-benefits-of-blogging-on-your-website/2/#5366e1e329fe
Fontein, D., & Aynsley, M. (2016, November 21). The Best
Time to Post on Facebook, Twitter, and Instagram. Retrieved from
Hootsuite:
https://blog.hootsuite.com/best-time-to-post-on-facebook-twitter-instagram/
free2go. (2017, October 21). RACQ free2go. Retrieved from
Facebook: https://www.facebook.com/free2goRACQ/
free2go. (2017). What you get. Retrieved from free2go:
https://www.free2go.com.au/free2go-membership/what-you-get
Furgison, L. (2013, December 14). How to Feature Your Customers
on Social Media. Retrieved from Vertical Response:
http://www.verticalresponse.com/blog/feature-customers-on-social-media/
Holt, D. (2016, March). Branding in the Age of Social Media.
Harvard Business Review, pp. 40-50.
Honigman, B. (2015, April 15). How to Develop a Content
Marketing Rhythm: A Guide for Creating Consistently Great Content.
Retrieved from Social Media Today:
https://www.socialmediatoday.com/marketing/2015-04-15/how-develop-content-marketing-rhythm-guide-creating-consistently-great-content?lang=engb&uid=243393129&part=sendtofriend&position=0&china_variant=False)
reference list
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Angelica Cooke AMB330 Digital Portfolio N9722548 Community
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Kantar Millward Brown. (2016). AdReaction Gen X, Y and Z.
Retrieved from Kantar Millward Brown:
http://www.millwardbrown.com/adreaction/genxyz/australia/home
Kolowich, L. (2017, July 25). The Best Time to Post on
Instagram, Facebook, Twitter, LinkedIn, Pinterest, and Google+.
Retrieved from HubSpot:
https://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic
Lee, B. (2012, August 9). Marketing Is Dead. Retrieved from
Harvard Business Review:
https://hbr.org/2012/08/marketing-is-dead
McGuire, S. (2017, February 22). Food Photo Frenzy: Inside the
Instagram Craze and Travel Trend. Retrieved from Business.com:
https://www.business.com/articles/food-photo-frenzy-inside-the-instagram-craze-and-travel-trend/
Morrison, K. (2016, March 24). How Is Gen Z Using Social Media?
Retrieved from AdWeek:
http://www.adweek.com/digital/how-is-gen-z-using-social-media/
Nielson. (2015, October 19). Ads with impact: What messaging
themes speak loudest to consumers? Retrieved from Nielson:
http://www.nielsen.com/au/en/insights/news/2015/ads-with-impact-what-messaging-themes-speak-loudest-to-consumers.html
Patel, D. (2017, August 8). 10 Tips For Marketing To Gen Z On
Social Media. Retrieved from Forbes:
https://www.forbes.com/sites/deeppatel/2017/08/08/10-tips-for-marketing-to-gen-z-on-social-media/#7f8a159e2718
Patel, N. (2017). How to Create a Brand-Building Blogging
Strategy. Retrieved from Neil Patel:
https://neilpatel.com/blog/brand-building-blogging-strategy/
Perkins, M. (2014, November 5). How to Develop a Strong Visual
Brand on Social Media. Retrieved from HubSpot:
https://blog.hubspot.com/marketing/strong-brand-voice-social-media
Perlstein, T. (2017, May 23). Brand Thinking: Fullscreen
original research results are in. Retrieved from Fullcreen Media:
https://fullscreenmedia.co/2017/05/23/fullscreen-original-research-results/
Pickhardt, C. E. (2011, July 18). Graduating High School and the
Summer of Freedom Come. Retrieved from Psychology Today:
https://www.psychologytoday.com/blog/surviving-your-childs-adolescence/201107/graduating-high-school-and-the-summer-freedom-come
Radcliffe, D. (2017, May 22). How Generation Z, Millennials (and
the rest of us) consume media: 7 key trends. Retrieved from The
Media Briefing:
https://www.themediabriefing.com/article/how-generation-z-millennials-and-the-rest-of-us-consume-media-7-key-trends
Salpini, C. (2017, July 17). Study: 80% of Gen Z purchases
influenced by social media. Retrieved from Retail Dive:
https://www.retaildive.com/news/study-80-of-gen-z-purchases-influenced-by-social-media/447249/
Social Media Week. (2017, April 20). 15 Stats on How Gen-Z
Spends Their Time on Social Media and Mobile Messaging. Retrieved
from Social Media Week:
https://socialmediaweek.org/blog/2017/04/stats-gen-z-social-mobile/
Tandoh, R. (2016, November 3). Click plate: how Instagram is
changing the way we eat. Retrieved from The Guardian:
https://www.theguardian.com/lifeandstyle/2016/nov/02/click-plate-how-instagram-changing-way-we-eat-food