Digital Portfolio

This assignment included 3 question\nQuestion 1 Provides a digital audit\nQuestion 2 Provide a recommendation to the client as to why they should have a search engine marketing strategy\nQuestion 3 Develop a social media Strategy\nQuestion 1 File\n(AMB330 Digital Media Audit Template(1), AMB330 Digital Media Audit with Questions(1), CRA330 Digital Audit(2), CHECKLIST FOR QUESTION 1 AMB330(2), Copy of Roy Morgan data for AMB330 Sup Assess)\nQuestion 3 file\n(Assess 3 Info(1), Assess 3 CRA(1), CHECKLIST FOR QUESTION 3 AMB330(1), Campaign Calender, )( prevdone-2 )\n

Digital Portfolio

Table of Contents
Assessment 1: DIGITAL MEDIA AUDIT......................................................................................1
1. Introduction.............................................................................................................................1
2. Digital Audit............................................................................................................................1
3. Target audience analysis.........................................................................................................7
Assessment 2....................................................................................................................................8
2. Provide a recommendation to the client as to why they should have a search engine marketing
strategy.............................................................................................................................................8
1. Introduction.............................................................................................................................8
2. Recommendation that Contiki should have search engine marketing strategy.......................8
REFRENCES.................................................................................................................................12

Assessment 1: DIGITAL MEDIA
AUDIT
1. Introduction
In modern time, business organisations has kept their focus upon performing online
promotions as it could be considered as the best and cheapest approach of marketing both brands
and products or services offered by the them. Here, it has became essential for companies to
perform the digital audit that aid in building a much more strong customized report design for the
company. It also helps in leveraging the brand considering digital strategies to meet all the goals
and requirements of company. In present report, firm which has been chosen i.e. Contiki Travel
that was found in the year of 1962 which delivers services like creation of coach trips for 18- to
35-year-olds.
2. Digital Audit
Client: Date:
Criteria Observations, comments and analysis Rating 1 to
10*
Digital
strategy
(please
articulate
)
Organisation i.e. Contiki capturing millennial travellers with user-
generated content posted among different social media. Digital
strategy of Contiki is that, it uses the content which its clients
(millennials) has uploaded on social media like photos, videos they
have made or captured while travelling. The content, which Contiki
uses basically gets collected from different channels like Instagram,
Facebook, YouTube and so on. After analysis, it is found that on
Instagram, Contiki Travels has 306,000 and its official page
consists of approximately 838,000 posts. On the other side,
considering the business goals of Contiki, the travel agency is
carrying a mission of bringing young travellers together to
8 out of 10.
1

experience the world. In present context, the digital strategy that
Contiki has utilised i.e. user-generated content is continuously. If it
is talked about this type of strategy a company (in travel and
tourism industry) uses the content for marketing themselves, which
is being posted by clients on different social media tools like
Facebook, Instagram and so on. This is because, in present time
individuals (clients) carrying the urge of experiencing the places
that are filled with adventure and joyousness. Posting different
posts that are done by Contiki's client of places that they have
visited helping them to show all the services that are being offered
by them. On the other side, it can also be said that digital platforms
that Contiki has used for promoting its services and themselves are,
mostly famous in all over the world like Facebook, Instagram,
Twitter, LinkedIn. These actions help company in attaining
different goals and objectives like enhancing the sales of services
by 5%. (CONTIKI DEALS, 2019). This can be done through
posting a particular advertisement of unique services or value
added services that company is offering to targeted millennials.
Rating which has been given to the digital strategy used by Contiki
is 8 out of 10 and the reason behind this is that, using user-
generated content helps clients in believing on services and
packages offered by company. Another reason behind using this
strategy is millennials majorly use social sites to stay connected
with others, travelling pictures of any individual and more develops
urge in them to travel the world (Connecting young travellers to
EXPERIENCE THE WORLD, 2019).
Strategica
lly
consistent
,
company-
If it is talked about Contiki, then mainly organisation promote
themselves upon Online platforms. The reason behind this, is that it
helps them in grabbing the attention of clients from all over the
world, where they can target a high number of travellers
(millennials). Considering the information given in Roy Morgan's
9 out of 10.
2

created
brand
messages
report it can be said that the total WC i.e. weighted count is 9168
newspaper readers and the WC of general activities online in the
last 4 weeks is 11470 (Travel and Tourism, 2019). This is why
Contiki has taken into consideration the online approach rather then
choosing offline promotional activities. Considering the official
page of Instagram of Contiki, where consistently communication
among followers and the management of Contiki, where messaging
related to different packages and more takes place. On the other
hand, if it is talked about Contiki, then it can easily be said that
organisation on a regular basis posts photos, videos and offers
among different social media platforms like Facebook, Snapchat,
Facebook and so on. Here, the reason behind giving the rating to 9
out of 10 is that Contiki is having an effective communicating
approach for its clients. Through this, maximum benefits could
easily be gained in right on time by business company.
Digital
tools and
social
media
used by
the
company
Instagram with 306k followers
(https://www.instagram.com/contiki/?hl=en), Facebook with 850K
(https://www.facebook.com/Contiki/), Twitter with 31,500
followers (https://twitter.com/contiki?lang=en) and more are said to
be some of successful social media tools that Contiki uses in order
to improve the customer base of the company. Along side this, in
present time organisation is using both official website, Instagram
are the two major online platforms that are being utilised by
Contiki on a regular basis. Since, the world has modernised itself, it
can easily be said that the decisions that, Contiki has made to take
in use of digital marketing rather than going for traditional
marketing due to it is cheap in nature and could help Contiki in
targeting millennials from all over the world, which is not possible
within traditional marketing without heavy investments.
8 out of 10
Examples If it is talked about Contiki, organisation has majorly utilised 7 out of 10.
3

of content
shared
photos on digital media tools like Instagram and so on. In present
context, Instagram has been taken into consideration that will help
in looking into different aspects like targeting the audience and
more.
With the help of above mentioned picture, it can easily be said that
Contiki is targeting the millennials that are looking forward to visit
France, through taking into consideration of existing client who has
visited the country with the help of their services.
4

With the help of above mentioned photo, it can easily be said on
Instagram post of Contiki, company was looking forward to grab
the attention of individuals that are recently planning to visit
Boston.
5

Considering the above picture, the joy which individual had after
visiting Albuquerque, New Mexico, where many positive
comments came in front, and developed interests of people to visit
Albuquerque. Here, promotion of both country and of services
offered by company can directly be seen.
Strategic
user
engageme
nt
Considering the digital activity, which was developed and taken
into consideration it can easily be said that Contiki has enhanced
the profit margins, focusing upon feeds that are being offered by
clients of Contiki in specified time frame. On the other side, the
target audience in present context are Millennials that has helped
business organisation in reaching to new heights due to services
offered by them, were much more unique in nature.
8 out of 10.
6

Along with this, all the questions that Contiki has asked from client
over internet (Social Media) has helped them in getting various
suggestions from their customers.
3. Target audience analysis
For a business organisation like Contiki, target audience analysis can be considered as
one of the crucial tool that plays vital most part, when it comes to improving the customer base.
Through this, maximum benefits can easily be gained by a travel and tourism agency. In other
words, audience analysis is the research of demographics, language, location, preferences,
interests, and other metrics within a group. It is then said to be a crucial element, which is useful
and actionable consumer insights for a brand in the form of buyer personas. These are semi-
fictionalized profiles that are built from the target audience analysis. In terms of Contiki,
organisation has targeted the millennials that consists with age in between 18 to 35. the reason
behind this can clearly be seen on the analysis done by Roy Morgan (October, 2011 –
September, 2016). where the total WC was 50634 and the WC with the age from 45 Intend to
Travel N12M was approximately to 4689.
Along with this, as Contiki is utilising internet as the sources to promote themselves in all
over the world, it has utilised the information which was given in the report of Roy Morgan.
Basically, the data which was presented by Roy has stated that, 5734 WC in total amount of
individuals where millennials are also coming into the Heavy internet users. On the other side,
there were only 1890 people WC was being found onto the report that came in the category of
7

individual who were aged 45+. This was the reason behind Contiki has used this strategy in order
to grab a good position within the market for a longer period of time. Along side this, another
reason why this number of people use this website- content created is that millennials are
attracted through good pictures of the places. It has been analysed that, Millennials has the trend
of desiring good pictures for their online accounts, this is why the number is high within this
category. Away with this, it has also been analysed that content pasted by individuals on social
media could help for others as real motivation for them wanting to use the services provided by
Contiki as evident good pictures can be seen on the firm’s online account. On the other hand, it
has also been analysed that for a business organisation like Contiki taking in use of Behavioural
segmentation in order to target the customers will be the best technique, that can be utilised in
specified time frame. In present context, it is being analysed that segmentation is basically
playing a crucial role for Contiki as there are a range of segmentations like geographic,
demographic, psycho-graphic, and behavioural. The reason behind this was the interest of
millennials to whom Contiki has directly targeted. The chosen ground was that, the individuals
that were going for a vacation in a short span, internet has developed the interest of themselves
where people who has already visited a place posted their videos and photos online. This is why
Contiki has taken into consideration of this approach.
Based on the analysis done by Roy Morgan, within Australia: Oct - 2011 to Sep – 2016,
it was analysed that total WC of Internet was reached to the level of 12948 and on the side,
couples with the age above 45 was at 3555. Therefore, it can easily be said that the reason behind
taking into consideration of all the information in specified frame.
8

RECOMMENDATION
Considering the above mentioned information, it is recommended that the Contiki should
develop their User Generated Content there are many ways to do it and there are given
underneath :
 Contiki can use User develop Content for increases the rating and views of their websites
as helps in the branding and increase the awareness among the customers.
 The Contiki should use User develop Content on their websites and blogs as reviews, as
now a days reviews are very important and taken place of word of mouth in the virtual
world. Review are written by people who have already visited that place.
 Advertisement and promotions with User Generated Content helps in increases more
clicks and visits on the sites and blogs of the organizations..
 This can be an important tool for management of Contiki by which they can encourage
and influence the customer for online purchasing of their products and services..
 The management of Contiki can also use the UGC technique for the marketing and
promotion of their product and services as User Generated Content influence and attract
the users and it is effective tool of marketing.
 User develop Content has both negative and positive aspect, it recommended that the
company will use the positive reviews and also the negative but in the effective manner it
looks like effectiveness and positivity.
 There are various tools and platform that Contiki , travel industry can use for User
Generated Content and some of the platform are as follow Yotpo, Shortstack, Curalate,
TINT, CrowRiff, Olapic, Stackla, Pixlee, Turn To.
 The Contiki can use the User Generated Content on the social media as this creates a
unique brand image of the business organization which attracts more and more
customers and leads to increase in sales , profit maximization and wealth maximization.
9

REFERENCES
Books and Journals
Online
CONTIKI DEALS. 2019. [Online]. Available through: <https://www.contiki.com/ap/en/deals>.
Connecting young travelers to
EXPERIENCE THE WORLD. 2019. [Online]. Available through:
<https://www.contiki.com/ap/en>.
Travel and Tourism. 2019. [Online]. Available through:
<http://www.roymorgan.com/industries/travel-tourism>.
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Assessment 2
2. Provide a recommendation to the client as to why they should have a search
engine marketing strategy
1. Introduction
Search engine marketing strategy can be defined as getting in front of customers at the
very moment they are searching for different range of products on various websites like Google,
Yahoo or any other search engines. In present context, it is being analysed that spending a good
amount of money among building an effective search engine marketing strategy, a company
could easily gain full advantage or outshine it's competition. In present area of this report, there
will be some recommendations that are going to be made for Contiki that will lead organisation
to improve the overall performance level among present competitive business environment.
2. Recommendation that Contiki should have search engine marketing strategy
This recommendation is given for Contiki which is an travel corporation that operate
tours in Europe, Australia, New Zealand, North America, South America, Africa, Asia and
Middle East. Respective organisation was founded in 1962 for creating coach trips for 18 to 35
year old which include mixture of several things such as sightseeing, culture, free time,
adventure as well as socialising. Founder of company was Chris “Clawrence” lawrence and its
headquarter is at Anaheim, California, United States. For Contiki Travel it has been suggested
that, they have to use search engine marketing strategy. Because it will help them in coming at
first number when customer search for any product as well as services related to travelling.
Search engine marketing strategy is that which assist an organisation in enhancing their
organisational visibility in search engine such as google. If an business firm make their website
and add pages doesn't mean that, they will appear in search result when an individual searching
for their products and services. In addition to this, company have to optimize their site to rank
well as well as keep up with search trend for ensuring that targeted customer will find detail
about their firm before competitors. Every organisation who have their website can use search
engine marketing strategy for attracting more and more people as well as to create brand
awareness. Within respective strategy industry, size of business, the niche and so on don't
matters as anyone can use search engine marketing.
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Contiki Travel have to use search engine marketing strategy because it will help them in
gaining visibility on search engine at the time when user search for organisational offerings.
Respective organisation have to use this strategy because number of customers are increasing as
well as their online shopping habit also within this search engine market play important role for
Contiki Travel for increasing their business firm reach. Thus, it has been recommended to
respective travel organisation that for marketing purpose they have to use search engine
marketing strategy as it is more effective tool of marketing in the time when digital technology
playing crucial rule. As it is an digital marketing tool which help Contiki travel company in
making their search visibility more easy that result in grabbing more customers from market area
in effectual manner. If customer want to search about travel packages, facilities related to
travelling and several other then name of respective business firm will directly reflect before
their competitors.
Their is proper way of using search engine marketing (How to Use Search Engine
Marketing, 2019). As, it is not easy for every organisation to gain high ranking on search result
because it require solid efforts within both categories i.e., organic search (SEO) as well as paid
search (SEM). Thus, it has been recommended for Contiki Travel business firm that they have to
utilise these both efforts for becoming successful at search engine marketing. Explanation of
these efforts are mention below :-
 Organic search (SEO) :- When an individual enter any keyword as well as phase in the
search engine such as yahoo! Or google result of that will display within the main body
of page. Moreover, prospect customer search information related to product and services
of Contiki Travel they want to be at high rank within search engine outcomes. Through
optimizing site of business firm ranking can be improve for crucial search term as well as
phrases. Apart from this respective travel company can improve their ranking through
linking other important sites with their.
 Paid Search (SEM) :- This will enables Contiki travel in purchasing listings within the
sponsored area of search engine. Moreover, there are several paid search programs out of
these most common is called pay-per-click (PPC) which simply mean organisation will
only pay for a listing when customer click on the place advertisement.
Thus, Contiki Travel company have to make these efforts for doing their marketing as
well as grabbing attention of customers more and more. Along with this, below mention is
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recommendation related to utilisation of search engine marketing (How to Use Search Engine
Marketing, 2019). Because its implementation result in taking customers attention which help in
making money explanation of these are as follows :- Create search strategy – Before selecting any type of strategy it is important for Contiki
travel company to keep their short as well as long term goals in mind. Then they have to
select that which type of search marketing strategy they will select i.e., paid and organic
search. Respective travel company have to search paid search marketing strategy because
it will help them in grabbing customer attention. But it should be ensure by organisation
that they have to consider amount of customer required for search, budget as well as
marketing objectives. Generate a list of keywords – Before optimizing site as well as launching paid campaign
there is requirement of generating keyword list by Contiki Travel. Such as company can
search their competitors as well see their keywords for making their better. Along with
this, they have to utilise online tools for generating list as well as estimating traffic on
their search engine. These key are important before it will provide assistance to
respective travel business firm in making better search engine marketing strategy. Optimize your website – Now in this step company have to modify their website by
writing content through using selected keywords as well they have to ensure that content
should be in well organised manner. Along with this, they have to ensure that such
technology have to be eliminated which prevent search engine reading content of
company. For instance, graphs are not read by search engine as well as any flash content
also. Most important for Contiki travel to register their site because it play important role
in search engine results. Generate inbound links - This time is to ensure that site of company must be linked with
their values, goals and objectives because search engine will online rank high when site is
linked with business firm. In addition to this, as rank of site is higher which linked with
Contiki travel business firm as more ranking will be count for search engine marketing. Implement additional internet campaigns – It is important for Contiki Travel company
to implement additional internet campaigns for improving their search results such as
using social media, include blog on their website. Along with this, they have to create
RSS feeds for distributing updated content from their site to others. Moreover, Contiki
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Travel company have to utilise distributing search optimized press releases within their
web. Such practices will result in more attractive search engine marketing as well as help
in garbing attention of people on research engines.
 Start testing paid search – This is last step in which Contiki Travel company have to test
paid search which they will use. There are several steps included within respective testing
such as Develop targeted landing pages for each campaign, write advertisement, create
account through search network which is crucial for business users like google. Along
with this, set up campaign with network and in the end start tracking results.
Thus, above mention steps will help Contiki Travel company in making better strategy of
their search engine marketing. Along with this, it also help organisation in grabbing attention of
customers which result in making money. Apart from this, respective travel company invest their
money on search engine marketing strategy which is valuable for them. Because with the
assistance of this, business firm will gain advantage of getting their name first on search engine
before competitors. It will not only help in gaining advantage of customer traffic there are some
more such as increasing level of customers as well as generating more revenue. Thus, investment
of such marketing strategy will be beneficial for Contiki travel company.
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REFRENCES
Online
How to Use Search Engine Marketing. 2019. [Online]. Available
through<http://www.marketingmo.com/campaigns-execution/how-to-use-search-
engine-marketing/>.
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Assignment 3 - Community Management Portfolio
1.0 Introduction
Contiki, a New Zealand's famous travel and tourism business organisation is performing
business in a country, which is offering customers with different holiday packages. Since the
company is performing within the uncertain business environment. While gaining market share
in hospitality sectors it is necessary for managers to plan strategies for their target consumer who
are going to consume the facilities provided by company. For instance various health and safety
rules should be implemented in their regulation policies while giving services to tourist who will
be visiting their hotels. As per current scenarios terrorism factors are adversely affecting tourism
industries all over the world, due to conflicts between countries at international level which
directly benefits terrorist for gaining advantage in seeking attention of all countries taking in
considerations safety of citizen of their country.
Henceforth most of tourist are very cautious about their safety while travelling in other
nations. The sample frame of Contiki company is the young populations who are aged between
18-24 years who have inculcated a sense of excitement in themselves for visiting new place
located in other nations across the globe. The company is focusing on interested tourists through
use of social media who wanted to get employment with satisfactory salary packages in their
organisation. The Contiki hotel are using social media while campaigning their goods and
services in promotional marketing activities which help in seeking attention of potential buyers
through the use of effective interactions and gaining market share of company.
2.0 Social Media Strategy
Contiki develop its social media strategy for increase the demand of there products in the
market. main purpose of Contiki is achieve its goal threw brand tackle. By this strategy Contiki
organisation can improve social media profile of there products. Through this they also0 develop
its content strategy. Main purpose of this strategy is to reach audience by social network and
create a target marke5t which is depend or habitual of its products. Contiki is a traveller
company. It is deal8ing with tour and travels. There are some strategy which Contiki used to
develop social media strategy and those are as following. Through creating a brand value of
Contiki, they can develop there social media strategy. It is necessary for the customers to know
more about the organisation and there are many ways that can used for the development. Contiki
16

should also focused on the relationship of the customers with the products. They are loyal for
brand or not. This is also an important factor which play an important role. Awareness of the
product, organisation and effects of that is also commissary for there customers.
Contiki choose a target market. They are targeting a particular age group between 21 to
39 age. because they are mostly uses travels agencies. These are only who develop the demand in
an effective manner. These customers are aware with new brands and they choose there products
according g to the social media or trans. It is depends on many things like status simple, comfort,
brand loyalty and many other things. According to the Contiki organisation they uses advertising
platform for aware more people. It is knows that social sides are uses by everyone in this
generation. Social sides are like Facebook, Instagram, twitter, Pinterest, LinkedIn and snap-chat.
Through these social sides Contiki can attract more customers which is helpful for aware people
with product. It also helps to provide importation about offers, discounts and how they c an use
it. These social sides are working on international level which h is good for a global business. I9t
is the only way to extend business and earn more profit. Social site advertisements is developed
for Contiki organisation, because by this they can earn more profit which is beneficial for its
success. Facebook is mostly uses by customers. all age groups people use Facebook./ approx. 2
billion people are using Facebook. YouTube, Instagram, WhatsApp are also use but the user of
the Facebook are more then other social sides. Facebook lead at generation when it was comes in
e-commerce. If organisation uses other apps like WhatsApp, Instagram, you-tube, these are more
costly than the Facebook. Through the creation of a page on Facebook they can directly sale3
there product with a good feedback. Contiki company is used this stairgate for develop the
demand in the market.
2.1 Social Media Table
2.2 Content Pillars
Content Pillar 1 – Inspire to Travel (Social)
Using user based content approach, it can easily be said that Contiki has been one of the fun
loving business organisation which is performing its services in the travel and tourism business
sector. Here, what Contiki has done is that organisation rather than showing what they are
offering to customers, they the post number of pictures of their own clients who has already
visited different places in the package offered by them.
17

Content Pillar 2 – Peace of Mind Posts (Social)
This is been considered as the second pillar, which led business organisation that is Contiki, to
bring peace of mind among targeted millennials. The Pillar will engage with consumers and get
them to think about their upcoming holiday and how peace of mind can be achieved through the
use of different services offered by Contiki.
Content Pillar 3 – Contiki Range of Options (Sell)
This is been considered as the last pillar for Contiki, as it is the array of cover options for
travellers and the target audience. This content will be used to sell and promote Contiki and will
be used sparingly throughout the social media platforms. This is due to consumers not
responding well to a straight sell.
3.0 Campaign Calendar
If it is talked about Contiki, the campaign calendar will be used as a large bulk of content being
shared happens towards the end of the weeks because views tend to increase Thursdays, peak on
Saturday, and begin tapering off on the Sunday. On Monday to Tuesday being days to compile,
analyse and prepare new content. From research into search trends the chosen month will be
June, where a steady interest into travel insurance searching builds..
4.0 Content Creation
4.1 Facebook
Contiki, famous travel and tourism company is looking forward for enhancing the
productivity and increasing the customer base. This can be done through various social ,media
strategy. Contiki is using the famous platform for marketing, promotion and targeting the
customer base, famous platform are Facebook, Instagram, YouTube.
As Facebook is a famous platform of social media which connects the people all over the
world. In this consumer, user or the traveller post the images, pictures to share their views among
the audience and the viewers. Traveller sharing his experience and pictures of the visited places,
he is indirectly promoting and marketing that place among the audience. The place is promoted
by it as user or viewer likes and share them. This sharing and posting is enjoyable by each and
everyone as the get to know traveller experience, travel agency and knowledge about that place.
The Facebook post attracts the user attraction and creates the virtual relationship. The Contiki is
using this for the promotion as this is a big platform where billion of user are active on it by
18

which company create more awareness of its presence. As Facebook also increase Contiki sales
and the customer base will helpful for the company.
4.2 Instagram
Instagram is second famous social media tool used by the Contiki for the promotion of its
products and services. Instagram is a platform where pictures and videos are shared. In this user
has to explore and send the request to that person to follow his and he also can follow him back
as this is a way on Instagram to connect with new people. Mostly tourist and user explore new
places and share experience and also post their pictures and videos on their social media
accounts for like and comments. By Instagram people are linked together for sharing their views
and experiences with their followers. As Contiki can post new exciting offers for the customer
which influence and attracts the customer and leads to increase in sale and profit maximization.
This platform also give the business page by company can also promote and create its unique
brand identity that will increase its goodwill and reputation.
4.3 YouTube
YouTube is third famous social media tool used by the travel company Contiki for its branding
and promotions. As YouTube is social media platform where user can post the videos by social
media accounts that increases number of subscribers of the account and viewers of the videos
for its promotion's. Now a day YouTube is most frequently used by the users, as its user is
increasing day by day. So this is very innovative and effective tool for marketing and promotion
of the company. Contiki is using this for their branding of products and services they are
providing. Contiki can share some attractive short videos and reviews videos on their account to
attract audience and users also they can use in between advertisement short videos and pop up
advertisement for more and more rating and views.
19

REFERECNES
Books and Journals
20