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MumSpaceCasestudy
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
BEFORE WE BEGIN
Understand the role of Social Media in your organisation.
Social Media is a marketing function, however traditional marketing principles cannot be applied.
What we know:•Treat it like any Strategy, start with your end goal in mind•Content is King•Creativity is Key
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
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
THE GAME PLAN
Now we need to:1. Set expectations2. Branding3. Current4. Relevant5. Engaging6. Sustainable7. Authentic8. Participate9. Enable Peer to Peer Conversations10.Advocacy (the holy grail)
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
TACTICS
Luckiest Productions - David Campbell
TACTICS
Learn the language of your audience,
start the conversation
Communicate your key messages in this
language
TACTICS
ENGAGING
ENGAGING
Australian Traveller Take 5
5. SUSTAINABLE: Low maintenance, self-moderating
PRESS COVERAGE
E-Travel Blackboard
PRESS COVERAGE
Travel Daily
PRESS COVERAGE
eGlobal Travel News
PRESS COVERAGE
The Sydney Morning Herald
RESULTS: Business Growth, Development + Profit
• Increased traffic to the Medina website,13% of page views now come through
• Direct hotel reservations
• Over 25 pieces of press coverage in consumer and trade press
• Medina has an engaged audience for all future activity
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