Social Media and Marketing

This article discusses the social media marketing strategies for Travello, a small travel-based social networking app. It covers implementing promotional strategies on YouTube and Instagram, maintaining ongoing analysis, and attracting target audiences to build personality.

Running head: SOCIAL MEDIA AND MARKETING
Social Media and Marketing
Student’s name:
Name of the university:
Author’s note:

1SOCIAL MEDIA AND MARKETING
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
Two Chosen platforms.................................................................................................................3
Implementing promotional strategies on YouTube.....................................................................3
Implementing promotional strategies on Instagram.....................................................................4
Maintaining on-going analysis on the social media platform......................................................6
Social media strategies attracting target audiences to build personality......................................7
Conclusion and recommendations...................................................................................................7
Reference List..................................................................................................................................9

2SOCIAL MEDIA AND MARKETING
Introduction
Social media marketing means the process of attracting traffic through social media sites
to the websites of the organisations. Social media is a catch-all term that can provide different
social actions. Social media marketing is an easy process for the small and medium-sized
organisations to reach large numbers of customers and social media marketing is a cost-effective
way to reach the wider audiences (Tuten & Solomon, 2017). By taking the proper strategies on
social media, a company's marketing takes momentum to gain the business. In the previous
assessment, Travello, a small travel based social networking app has been chosen to show the
social media strategy to gain the business objective. Travello is mainly a global travel based
social networking app where the customers can post their pictures, discuss travelling and share
their videos. Travello is an Australian based company which was established in the year 2014
(Travelloapp.com, 2018). This app is considered as the one-stop destination of the travel-loving
souls and this app provides help to the other travellers who like to travel. Travello operates in
more than 180 countries and it is performed on iOS and Android.
In this assessment, two social media platforms have been chosen for marketing of
Travello. These two social media platforms would be helpful for Travello to reach global
audiences and social media strategies are explained which would be helpful for Travello to
implement. On-going analysis techniques of social media marketing of Travello are also
explained along with brand personality improvement strategies.

3SOCIAL MEDIA AND MARKETING
Discussion
Two Chosen platforms
In the previous assessment, social media objectives of Travello have been set. Travello
wants to develop brand awareness along with making a position in the market. Travello also
wants to increase the numbers of followers on a social media platform. Customer engagement
can be increased by using social media platforms and it helps to make large loyal customer base.
In the previous assessment, YouTube and Instagram have been chosen as the two social media
platforms and the dates of the posting would be alternative days of the week. The Marketing
team would post the content on Instagram at 3 pm, 6 pm and 12 am every day which would be
helpful to reach large numbers of users. The frequency of YouTube videos would be 2 times a
week. The tone of the promotional campaign would be informal and colloquial which would help
the organisation to reach large numbers of users on both the platforms. The topic of the posts
would be related to travelling which would benefit the users of the social media platforms.
Implementing promotional strategies on YouTube
In the 21st century one of the most effective marketing platform is the social media like
Facebook, Instagram, LinkedIn and many others. Marketing if a product or service of a particular
brand has become easy nowadays as business organizations do not need to put huge hoardings or
advertise about their company in newspapers and magazines. Although these traditional
processes are still existing, the social media marketing process has attained the favor of the
markets since almost 99 % people of the world population are connected through it (Kumar,
Choi & Greene, 2017). Therefore, it is likely that there is huge chance of fast response from the
social sites. In the assessment 1, the Travello company has been suggested to use Youtube and
Instagram as its social media marketing platforms.

4SOCIAL MEDIA AND MARKETING
In order to implement promotional strategies on Youtube, Travello has to make a video
post targeted towards its audience which is the travellers around the world. Since Youtube is one
of the most used platforms, the competition factor is also high here. As a contribution of
technology, there are so many tools which can be used to make an exceptional video. The
mission and the vision have to be clear among the audience/ viewers. The Travello company can
take the help of matching theme elements, consistent intros and outros in order to make the video
familiar among the mass as fast as possible. There are also facilities of customizing the lengths,
images and texts with attractive designs and fonts. The brand logo also has to be placed in an
influencing way using 3D animations, colors and audio tracks so that the brand get introduced
with the company’s own personal flair (Karamian, Nadoushan& Nadoushan, 2015). According to
the modern taste, a photo or video becomes more attractive when it is given a fashion
kaleidoscopic effect. The subject matter and the purpose of the video has to be clear. A celebrity
endorsement of the brand will also enhance its popularity.
Implementing promotional strategies on Instagram
a. Turning followers into customers:
Travello marketing department needs to offer value to Instagram bio which helps to tell
the prospective qualified audience. The marketing department of Travello can fill the posts with

5SOCIAL MEDIA AND MARKETING
valuable information regarding travel as it helps to increase the USP of the app. Unique selling
proposition connects the marketing with sales as it has values along with it deserves to be paid
with a unique purpose (Ashley & Tuten 2015). The target audiences of this app are the travel
freaks who love to travel around the world. Therefore, the social media marketing department
needs to focus on the desires of travellers. The service of Travello app is to provide the common
platform where the travellers can share their images, videos and discussion. The marketing team
can talk to the users through inbox as it helps to the marketing team to know what is inside the
mind of the users. Sometimes, the marketing department can be controversial in order to get the
publicity and it attracts the prospect (Felix et al., 2017).
Engaging the customers:
At first, Instagram posts of Travello must evoke the emotions of the users which would
attract the customers. Not every image which is posted on Instagram needs to be service
oriented; keeping fresh images on travelling and facts can help the organisation to attract new
customers. Travello needs to do a great job by posting travelling images of off-beat places shared
by the travellers on the app with date and place.
Travello can also start the hashtag campaign which is helpful to reach wider audiences as
the users can click on the hashtag to reach the Instagram page. The official Instagram page of
Travello needs to be looking good as it allures the users to click on further images. Hashtag
campaign of Travello can be promoted on Facebook also as the marketing team can share the
link of the Facebook page on the Instagram profile as it increases the traffic on the Facebook
page as well.

6SOCIAL MEDIA AND MARKETING
The Instagram profile needs to offer something exclusive, not the mandate ones which have
been posted on Facebook already (Stieglitz et al., 2017). Extending giveaways and promotions
attract the users along with subscription and downloading of the apps, engagement of the active
users and stay active. The marketing department of Travello can ask the users to re-post the
images to receive a certain percentage of ROI.
Travello marketing department can ask the customers to share their experience of
travelling on the Instagram pages by posting new images and videos. It is the best way to show
appreciation and give the customers a shout-out. The users on social media like to be appreciated
as new app subscription will be waiting to the customers.
Optimise Instagram profile:
Travello needs to start a business account on Instagram as it is helpful to use the analytics
and promotional tools as well. Travello should use the profile tracking link as the Instagram
allows the user to share only one URL across the entire the platform. As stated by Perrin (2016),
the users like to watch the multi-grid profile to make the entire statement on the Instagram
profile.

7SOCIAL MEDIA AND MARKETING
Maintaining on-going analysis on the social media platform
Instagram Insights: Instagram Insight is the benefit of having a business page on Instagram as
it allows the users to watch the engagement of customers with the business page. The admin of
the business page can navigate the post selecting the View Insights.
YouTube Analytics: YouTube Analytics is the pulse of the channel and it helps the channel to
uncover the trend to watch what is working on and what is not. YouTube Analytics will help
Travello to see numbers of subscribers and how many people watch the videos posted on
YouTube. Watching videos of the people and more subscriptions can lead to earning more
money on YouTube (Fan & Grodon, 2014).
Hootsuite: Hootesuite is a social media management plan which has been created by Ryan
Holmes in the year 2008. The hoosuite platform helps to link all the social media pages by
forming the dashboard like Twitter, Facebook and Instagram and YouTube. It helps to manage
the online brand that allows the users to keep updates on different official accounts.

8SOCIAL MEDIA AND MARKETING
Social media strategies attracting target audiences to build personality
In order to attract the target audience via social media and retain the engagement first of
all, the Travello company have to know where they are or their platform. After knowing the
preferences of the audience, the company has to focus on the requirements and content strategies
that appetizes the customers the most (Howells & Ertugan, 2017). The communicating strategy
also impacts the most. Hence, the language of delivering the message to the customer have to be
clear with a straightforward and creative mission statement. The post on social media has to be in
such a way that the customers can relate to it and at the same time feel comfortable with the
services the company provides.
The customers’ fundamental question has to be solved by the marketers and their
conversational video must include all the basic customer queries (Reyes, 2015). The Tavello
company have to communicate about their honesty and reliability towards the customers. the
pricing structure also needs to be there so that customers can easily compare it with other brands
and find the reason themselves to go for Travello and nowhere other. After posting the video or
blog, the Travello comp any have to maintain the regular engagement with the audience by
keeping track of their reviews and feedbacks in order to know where do they lack their
competencies and services. Reviewing the customer reviews is probably the best way to get
insight into their demands and their preferences.
Conclusion and recommendations
It has been observed that Travello is a small organisation to launch social networking on
travelling. It is required to marketing via social media platforms to reach wider audiences.
Instagram and YouTube are less expensive to reach number of customers. Social media analytics

9SOCIAL MEDIA AND MARKETING
would be more helpful to align all the platforms used by Travello. Perfect strategies would be
helpful to reach more potential customers.
At first, Travello can create social media marketing objectives pin-pointing the
challenges faced by the app. It is required to reach the social media audiences by filtering the
advertisement share as it is required to focus on the demographics. It is also required to identify
the most significant metrics, like Reach, Clicks and Engagement.

10SOCIAL MEDIA AND MARKETING
Reference List
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Fan, W., & Gordon, M. D. (2014). The power of social media analytics. Communications of the
ACM, 57(6), 74-81.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Howells, K., & Ertugan, A. (2017). Applying fuzzy logic for sentiment analysis of social media
network data in marketing. Procedia Computer Science, 120, 664-670.
Karamian, H., Nadoushan, M. A., & Nadoushan, A. A. (2015). Do social media marketing
activities increase brand equity. International Journal of Economy, Management and
Social Sciences, 4(3), 362-365.
Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional
marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science, 45(2), 268-288.
Miles, J. (2014). Instagram power: Build your brand and reach more customers with the power
of pictures. New York, NY: McGraw-Hill Education.
Perrin, A. (2016). Social media usage. Pew research center, 52-68.

11SOCIAL MEDIA AND MARKETING
Reyes, J. (2015). Social Media: A New Way of Marketing and Communicating. IU South Bend
Undergraduate Research Journal, 15, 233.
Salleh, S., Hashima, N. H., & Murphy, J. (2015). Instagram marketing: a content analysis of top
Malaysian restaurant brands. E-Review of Tourism Research, 6, 1-5.
Stieglitz, S., Dang-Xuan, L., Bruns, A., & Neuberger, C. (2017). Social media
analytics. Wirtschaftsinformatik, 56(2), 101-109.
Travello. (2018). Social Networking App on Travelling. Available at:
https://www.travelloapp.com/ [Accessed on 24th Nov 2018]
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. London: Sage.