MKTG8033: Tourism Australia's Social Media Marketing Report

This report analyzes the social media marketing campaign of Tourism Australia, focusing on strategies to attract both local and foreign tourists. It explores the organization's background, objectives, and target audiences, detailing the development of a social media strategy based on the 8 C's of strategy development. The report covers rules of engagement, customer review, content development, implementation, and monitoring strategies, including the use of tools like PostPlanner. Key Performance Indicators (KPIs) such as likes, shares, and comments are discussed. The report concludes with an assessment of the campaign's effectiveness in enhancing brand awareness, increasing tourism, and driving economic value for Australia, highlighting the importance of audience engagement and continuous analysis.

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Social Media Marketing
Tourism Australia

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Table of Contents
Introduction ................................................................................................................................................... 2
Overview and background of the business ................................................................................................... 2
Setting goal and objectives ........................................................................................................................... 2
Determining the SM strategy ........................................................................................................................ 3
Identifying Target Audiences........................................................................................................................ 4
Rules of Engagement for SMM .................................................................................................................... 4
Customer’s Review ....................................................................................................................................... 5
Content development, Implementation and monitoring strategies ............................................................... 5
Conclusion .................................................................................................................................................... 6
References ..................................................................................................................................................... 7

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Introduction
The aim of the paper is to discuss regarding the social media marketing campaign that has been
developed by the organisation Tourism Australia especially during their summer-time as well as
Christmas Eve when the tourism is quite high for the country. The paper discusses the various
strategies as well as the social media platform that could be effectively utilised for their
campaign process to grab the attention of the local along with the foreign tourist.
Overview and background of the business
Tourism Australia is the government agency of Australia that is responsible for the promotion of
Australia to the entire world as the destination for the business along with leisure travel. This
agency was formed in the year 2004, and its primary activity is to enhance the economy of the
country (Australia.com., 2020). The service provided by the sector is the most suitable tour of
Australia to the local as well as the foreign people. The organisation is having annual revenue of
around 19.4 million dollars with almost 220 employees.
The primary competitors of the brand are the Brand USA, then the Malaysia Tourism Promotion
Board and Canada Tourism (Australia.com., 2020). The competitors effectively use social media
as their platform to capture the attention of the people worldwide, and this has provided them
with vast success by generating revenue of almost 10 million dollars for each competitor.
Social media can be effectively used by the firm for enhancing their competitive advantages
within the market (Australia.com., 2020). The action that could be required is by improving the
understanding of unmet needs then by reducing the switching risk as well as its is one of the best
channels to hear from the most part of the world.
Setting goal and objectives
The primary objectives are as follows;
• To enhance the economic value of the country
• To grab the attention of people throughout the world
The secondary objectives are as follows;

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• To enhance brand awareness
• To effectively increase the size of social community
• To accurately target the audiences
• To increase the level of consumer satisfaction along with the positive brand perception
Campaign specific objectives are as follows;
• To enhance the number of tourist within the country by 30% in the coming financial
period
• To increase the community engagement by 60% within the tourism activities
• To enhance brand awareness as well as sales volume for the firm
Platform-specific objectives are as follows;
• To ensure that the huge number of people are associated with the platform
• To reach people all over the world with one platform
• To develop the market value
The KPI for each of the objectives is related to the social media marketing value directly depend
on the number of likes, shares, comment and profile visit performed by the users. It is highly
essential to keep the focus on the development and the campaign process of the firm for
achieving the social media marketing objectives.
Determining the SM strategy
The determining of the social media marketing strategy is primarily based on the eight C's of
strategy development. In this process, it is highly essential for the organisation to maintain their
strategy according to the process that is categorized, comprehend, converse, collaborate,
contribute, connect, community and convert (Macarthy, 2018). The social media strategy entirely
depends on the rank of the social media platform than on the trends of the website for
understanding the working function of the site. Then the 3 rd process is to create the content for
the website, and the 4th step is to collaborate with the website members for building a
connection. On the 5 th step, it is highly essential to share the content frequently on the website,
and 6th step is to connect the website with the big names (Harrigan, Evers, Miles, and Daly,

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2017). The 7th step is to perform poll on the website to get the feedback regarding the need of the
company, and the 8 th step is to convert the desired outcome for each of the websites to maintain
their activity.
Identifying Target Audiences
The target audiences for social media marketing are the local as well as the foreign tourist in
Australia. The organisation makes two segments for the audiences that are on the local tour of
Australia and the people from the foreign country. The local tourists are generally targeted on the
basis of their income level and their lifestyle and society. The foreign tourists are generally
targeted on the basis of their income level, origin, lifestyle, travelling habit and also on their
family value (Melchiorre, and Johnson, 2017). The media plan for the local tourist is to grab
their attention towards the known place with much more attraction and media promotion. In the
case of foreign tourist, the media plan is to grab their attention to the country and also towards
the famous places within Australia to get the attention of the consumers. The use of media plan
within the tourism sector allows the business to select the optimal media platform for the
marketing campaign and also to grab the attention of the people (Fardous, Du, Choo, and Huang,
2017). Tourism Australia effectively uses the media plan in its Facebook campaign for
understanding the need of the consumers and providing them with the best service in the tourism
sector.
Rules of Engagement for SMM
The rules of engagement for social media marketing are as follows;
• Monitoring all the channels live for SMM
• It is essential to have prepared the content for the marketing process
• The address points of the substances
• Personality needs to be shown
• Engagement with some other social media presence is highly essential
• It is required to defuse the controversy
• Maintaining consistency is also essential for the marketers as well as the audiences

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• Integration of the social media along with the other system is highly effective for the
business
• Get retrospective
• The building of the arm of the advocated is highly essential
It is highly essential for the organisation to effectively develop a strategy that would allow them
to engage their audiences also within the marketing process. In this process, permission
marketing versus interruption marketing can be effectively discussed. Permission marketing
generally shifts the power to the audiences, which are far more different as compared to the
traditional interruption marketing (Opresnik, 2018). Engaging the audiences within the process
of social media marketing can be effectively done with the help of permission marketing as it
helps to build the loyalty program for the consumers.
Customer’s Review
Customer review is the most essential part within the marketing process as this is highly
effective for the business to understand their success rate of the social media campaign. The
organisation effectively gathers the review from the comment section and feedback on the social
media campaign in Facebook. This is quite effective for improving the tourism activities and
package of the firm for the betterment of the tourist.
Content development, Implementation and monitoring strategies
Content productions along with the publishing as well as promotion are the three building blocks
for the social media campaign. It is highly essential for Tourism Australia to have a strong and
eye-catching content that would easily grab the attention of the consumers. The content that
would be utilised within the social media campaign will be associated with the blogs and the
videos (Tuten, and Solomon, 2017). It will help the users to get some idea regarding the place of
tourist visits in Australia and also they will be able to read the information regarding the tour
package and other details. In the social media campaign, there will link provided for the users so
that they can easily get info from the direct website of Tourism Australia. The most suitable
social media marketing planner that could be used within the process is the PostPlanner as this
helps the marketers to enhance their engagement on the social media platform like Facebook

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(Gretzel, 2017). This process allows marketers to have knowledge regarding the campaign
activity and the involvement of the audiences within the process.
Monitoring, as well as evaluation of a social media marketing plan, is quite effective for the
business to understand the success process of their social media campaign. The monitoring of the
plan can be effectively done by measuring the metrics of social media like the number of likes
than comments, shares and even feedback that the organisation received on the basis of their
campaign (Fahad, and Tran, 2019). Evaluation of the entire plan can be effectively done with the
help of the core objectives of the campaign and also by keeping the focus on the interactive at the
time of crafting the post. It is also essential for the business to effectively conduct an audit
program that will help them to understand regarding the audiences along with the competition
level (Canovi, and Pucciarelli, 2019). Another most effective process is the continuous analysis
of the strategy as well as makes improvement within the strategy for better development of the
campaign.
Conclusion
It is concluded from the paper that social media marketing is highly effective for the business of
Tourism Australia to grab the attention of people from all over the world. The use of a social
media marketing campaign allows the business to enhance their market value and provide
effective benefits to enhance their value and their marketing plan within the field. It is also
concluded that the engagement of the audiences within the social media marketing plan is quite
effective for the success of the strategy, and it helps to develop effective working function within
the market.

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References
Australia.com., 2020. Visit Australia - Travel & Tour Information - Tourism Australia. [online]
Available at: https://www.australia.com/en-us [Accessed 15 Apr. 2020].
Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: winery owners’
perceptions. Journal of Travel & Tourism Marketing, 36(6), pp.653-664.
Fahad, Z. and Tran, H., 2019. Development of a digital marketing plan by using a combination
of digital marketing tools.
Fardous, J., Du, J.T., Choo, K.K.R. and Huang, S., 2017, March. Investigating mobile social
media users? Behaviors in tourism collaborative information seeking. In Proceedings of the 2017
Conference on Conference Human Information Interaction and Retrieval (pp. 395-397).
Gretzel, U., 2017. The visual turn in social media marketing. Tourismos, 12(3).
Harrigan, P., Evers, U., Miles, M. and Daly, T., 2017. Customer engagement with tourism social
media brands. Tourism management, 59, pp.597-609.
Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!.
CreateSpace Independent Publishing Platform.
Melchiorre, M.M. and Johnson, S.A., 2017. Finding new ways to reach older students: Creating a
social media marketing plan for professional and continuing higher education programs. The
Journal of Continuing Higher Education, 65(2), pp.73-81.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social Media (pp.
333-341). Springer, Cham.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.