JCU BX3081: Interactive Marketing Report - Travel Buddy Social Media

This report provides an overview of interactive marketing strategies, specifically focusing on social media marketing for the Travel Buddy app. The analysis begins with an overview of the industry and the competitive landscape, highlighting the importance of social media in the hospitality and travel sectors. The report details the selection of three key social media platforms: YouTube, Twitter, and Facebook, outlining content strategies tailored to each platform. It discusses various content formats, including videos, informative articles, and interactive content, emphasizing the importance of engaging the target audience. Furthermore, the report addresses the tracking and evaluation of social media performance, including the use of key performance indicators (KPIs) and measurement of audience engagement. The report concludes by emphasizing the importance of creating interesting, useful, and fun content that aligns with the brand and current trends. The report also includes references to relevant marketing literature.

Running head: INTERACTIVE MARKETING
Interactive Marketing
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1.0 Overview of the industry
The hospitality industry and in particular the travel industry has become very vibrant with
many hotels and companies developing their travel application. We developed a travel
application for both employees and consumers access and is used in booking for hotel spaces,
travel agencies and travel sites. Travel buddy will be used in booking and can also be used by
local tourist guides. However, the social media has elevated competition to the next level.
Competition has been brought to the social media. Travel buddy has been marketing and
providing their services through walk ins. A reputable coffee shop but has now resulted to
social media marketing. News can be very different, but must necessarily resonate with the
niche occupied (Averbuch, 2016). The demand and activity of our company will invariably
win the confidence of potential customers.
We host a post about this event on our wall. If the news directly concerns our business
- we post it as quickly as possible, hot news collects the maximum number of views. This
includes publications that work to improve the status and reputation of the enterprise. It can
be published on the tape of positive feedback, reports, awards, and certificates (Dennard,
Schunzel, & Trevathan, 2014). We write about how our company was created, how the
product is made, how the idea arose, and so on. Readers are interested in learning some
secrets, this causes confidence in the page and works to increase popularity.
Social media platforms
With more than twenty social media sites, some have really become big in marketing
and promotion. YouTube, Facebook, Twitter, Instagram, LinkedIn, Snap chat and many more
have become trends in marketing.
Social media marketing, - took shape as a discipline in the 1970s. Social network marketing
was defined as an activity aimed at social behavior of people, whose goal is to promote the

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site. In this definition, special attention is paid to the common values of consumers or buyers,
as well as the brand of the manufacturer. The very concept of marketing has not lost its
relevance to this day, and with the advent of the Internet it has only been transformed and
makes it possible to take advantage of its advantages not only to online stores and
commercial sites but also to the mass media. Currently, Social media marketing is used by
various types of business, regardless of its size, whether it is medium, large or small (Grewal,
Bart, Spann, & Zubcsek, 2016). This activity - not so much for the promotion of services or
goods uses specialized sites (social networks, blogs, video hosting), how many, first of all,
direct communication with the target audience.
SMM serves as a tool for delivering user-friendly information about the product contained on
the main site of the company, information the user is interested in, reviews of this product by
other users, and the indispensable support for social media and media exchanges.
Select social media platforms
I will choose three social media platforms. YouTube, Twitter and Facebook are the most
popular.
1. You tube
In this social media platforms, the Travel Buddy app will upload all its marketing concepts
based on the coffee they want to promote. But also b2c the audience of social networks is
loyal to educational content. Examples of training posts are short videos, where in a simple
and understandable manner we tell how to use the offered product or service without
disclosing the price. Otherwise the post will move into the category of selling (Hofacker,
Manchanda, & Donaldson, 2016).. Mini-presentations are also interesting and informative,
also in video format, which will tell you about new products and latest trends in the chosen

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field. Such reviews speak about expertise and awareness, inspire confidence in the reader. We
also use the format of illustrated articles.
If we know our target audience, we can determine what tasks are in front of it. And
competent information on the solution of these tasks will also highlight the page and make it
relevant to users. If our audience is athletes, we write an expert post on the topic of sports
nutrition. The information will be useful for targeted subscribers and will show that we
understand the topic.
This type of posts is designed for those readers who are looking for information. More often
it is a b2b audience, which seeks to acquire the necessary knowledge to monetize them in the
future. We mark subscribers in their publications; the occasion may be the person's birthday
or an interesting post written by him. This technique allows you to increase coverage and
works to strengthen your reputation (Hollebeek, Conduit, & Brodie, 2016)
2. Twitter
A common kind of posts adorning the wall of work accounts and groups. But such sales
"in the forehead" do not work in social networks, where people come to relax, socialize, have
fun. The selling process should be unobtrusive, the client first has a desire to buy, and then
we already offer him a product or service through a commercial sales post. Travel Buddy as a
percentage, the number of such publications does not exceed 20-30% of the total content of

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the page. Twitter allows retweets, likes and quotes on retweets in order to enable the
marketing to be effective.
Shares, discounts, events are examples of selling posts. Also, we place video reviews of
the proposed product and short publications with a description, delivery method, and price
(Hollensen, & Raman, 2014). In selling texts, it is important to use sales techniques that will
cause a potential customer to purchase a product or service. For example, a 3 DA technique
or a sales technique through storytelling.
3. Facebook
The selling post answers the main question - what benefit will the client get by making a
purchase. Its distinctive feature is the declared value and description of the acquisition
process. Such publications cause a lively response from the audience. They satisfy the basic
need of users - the need for communication. An example of involving content for social
networks are various surveys on topics that are interesting for the target audience. There are
posts where we ask for advice from readers or touch upon a provocative topic. It is necessary
to work with provocations with caution - sharp issues cause the immediate response, but you
should control comments and follow up so that the topic does not turn into a banal quarrel
between subscribers (Randall, An, & Potter, 2014).

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Any social network implies entertaining content on the page. People go here for this, and
only then communicate, learn and buy.
Tracking
Digital speculum will implement a tracking plan to measure the activities associated
with social media performance. The focus will be tracking on keywords and major trends that
is happening such as hashtags and the exact customers response towards Travel buddy brand
(Randall & Potter, 2015). Setting a specific, measurable, attainable, realistic and timely plan
should be used to track all social media performance.
Measuring(KPIs)
Key performance indicators in social media can be quantitative, qualitative and
lagging KPIs. Determining the KPI s is based on goals and objectives of the organizations
aligned to social media. Quantitative measurement in social media is measured in reach,
awareness, quantitative, qualitative and influence. The numbers of followers, likes , retweets
and follows is also a good measure. It should also measure what people are saying about the
brand as bad publicity in social media portrays a disgruntled customer. Profile visits is also a
way of measuring brand popularity.

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The company has a lot of YouTube subscribers, a lot of tweeter followers and Facebook fans
in its fan page. It is quite popular in offering the best coffee in the industry as portrayed in the
social media handles and posts.
Marketing is a kind of human activity aimed at meeting needs and needs through an
exchange.The tasks that SMM should solve:
* Branding, brand promotion.
* Increase the loyalty and fame of the company's product.
* PR, information support.
* Increase the attendance of the company's website.

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Evaluating
The choice of entertainment content depends on the needs of the target audience. If
our subscribers mostly young people - mini-games on the wall work fine, quizzes, riddles. It
is interesting to pass a psychological test, read a horoscope or reveal the secret of a name -
people like to learn about themselves, such posts get good coverage. Interest facts,
congratulations on holidays, creative wishes - all these are ideas of entertainment content.
The goal is to attract and retain the subscriber on our page, to increase the impressions and
coverage, to achieve maximum involvement. The entertaining content is up to 30% of the
total number of publications. In this case, our page will be exciting and in demand among
readers. Content creation rules for social networks.

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The social network account is different from the page of the site, and when filling it,
some rules should be taken into account: Depending on the social network, the length of the
posted posts varies, but this figure is the maximum (Shankar, 2016).. Users Facebook is a
reading audience, but Twitter and Facebook dynamic networks, where a long post will
remain unread. It is necessary to use interesting and high-quality photos, better authors. Write
in simple and understandable language, close to spoken. So information is perceived easier.
Exceptions are expert posts that show our awareness. A content plan is created for a month or
a week, where the topics of the posts and the dates of their publications are prescribed.
Conclusion
Social media marketing (SMM) - social marketing aimed at promoting a company,
product or service in online communities, forums, blogs, social networks, video hosting and
other resources . SMM gives a long-term result, provided its target and correct use. Its main
advantage is the low cost of investment in comparison with the possible effect of the
measures carried out (Stone & Woodcock,2014). Content in social networks should be
interesting, useful and fun, harmoniously connected with the brand, created with current
trends in mind. Working in Internet communities is the most time-consuming and costly stage
of promotion in social networks, requiring professionals to have the highest professionalism
and mastery of all information about a promoted object(Zahay, 2015). In the first case, the
SMM-specialist is "behind the front line, and the promotion of the goods is carried out very
carefully, without the slightest hint of direct advertising, this can lead to a negative reaction
from users, and lead to the opposite result, the rejection of the brand as such.

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References
Averbuch, A. P. (2016). U.S. Patent No. 9,277,157. Washington, DC: U.S. Patent and
Trademark Office.
Dennard, M. D., Schunzel, M. J., & Trevathan, M. B. (2014). U.S. Patent No. 8,636,209.
Washington, DC: U.S. Patent and Trademark Office.
Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile advertising: a framework
and research agenda. Journal of Interactive Marketing, 34, 3-14.
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016).
Gamification and mobile marketing effectiveness. Journal of Interactive
Marketing, 34, 25-36.
Hollebeek, L. D., Conduit, J., & Brodie, R. J. (2016). Strategic drivers, anticipated and
unanticipated outcomes of customer engagement.
Hollensen, S., & Raman, A. (2014). Social Media Marketing. Marketing Canada-Journal.
Randall, S., An, S. H., & Potter, J. B. (2014). U.S. Patent No. 8,886,759. Washington, DC:
U.S. Patent and Trademark Office.
Randall, S., An, S. H., & Potter, J. P. (2015). U.S. Patent Application No. 14/537,121.
Shankar, V. (2016). Mobile marketing: The way forward. Journal of Interactive
Marketing, 34(1-2).
Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future
that depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), 4-17.

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Zahay, D. (2015). New year promises strong growth for the Journal of Research in Interactive
Marketing. Journal of Research in Interactive Marketing, 9(1).