The idea our group wanted to present for our final social media plan was the concept of introducing a podcast of key places around London to visit therefore geared towards the tourist type of consumer. Tourism has become such a big industry all over the world, especially here in London so we decided that going forward with this idea was practical and also unique in the structure/set up. It is a uncommon industry that as people over look because it is rarely on the mind of world travelers how much of a structured business it can be.
We chose to feature our British Cultural Studies professor Michael Czerwinski for several reasons. He is one of the most knowledgeable people we know here in London just through being in his class sessions. He has lived in many parts of the city, from being on the lower end side to having his own personal studio and separate living space – he knows it all! Through the podcast you will learn not only about what the area or structure may be that a consumer is visiting, but as well as the rich history behind it. The unique aspect to Michael is the way he can articulate a story to another individual can keep them interested in every single word he is expressing to someone. Therefore he was the best candidate to be the front man of this podcast segment. We also named the Podcast after him because it gives the podcast a more personal touch to it versus giving it a more corporate name, people will be able to relate more to the series if they feel they are connecting with a specific person.
The first way we thought of reaching our target audience was the through the popular social media application Facebook. Just in 2017 the amount of active monthly users is 1.86 billion worldwide. Through starting the campaign on this social media application can help us achieve a larger audience faster. People of all demographics and psychographics use this application because it is easy, and simple to use. Even though we considered other social media applications (Instagram, Snapchat, etc.) that are just as popular if not more, however they are not as popular among all ages. However despite the fact that our Facebook page is our main platform for the launch of the podcast, we made a Twitter page as well to be another outlet of communication with our potential consumers. Twitter as of 2017 has about 319 million monthly active users. Since that is application that connects more with a younger demographic and can be more popular than Facebook at times, we thought it was best to include this in our platform to reach consumers.
The posts or podcast episodes are to be posted on Facebook which will be attached with a link to our official Sound Cloud account, which is a popular website that allows individuals to stream music and post their own music or voice recordings for free. Since we are just starting out as a campaign with a low budget any way that we can reduce costs is a great benefit to us. Here are the steps that we followed in creating the actual Facebook page and everything:
- Step One – create Facebook page in an engaging and aesthetically pleasing manner
- Step Two – once the page is created all three of us members share them onto our own personal Facebook profiles to get awareness and exposure up
- Step Three – post our first post with a link to the first official “podcast” with Michael on both Facebook and Twitter.
Our first post that was recorded with Michael was at the top of Primrose Hill (which is where he decides to have the final British Cultural Studies class of the semester) where he gave a background on the area, the city as a whole, and why it is an important place of significance to see in London. The official posting schedule for this podcast series would be once a week to keep interest up with the consumer and to help grow in the podcast following. Each podcast would be centered around a different area or location to go to for a unique and interesting experience while in the city.
We posted over a week ago on both social media platforms, and the results have been very small as of now. Facebook has generated the biggest response with 8 likes to the page as a whole, 8 new page likes, and 9 people talking about the page. On Twitter there is little to no response at all, with only one follower.
Where have we gone wrong exactly? In our opinion we have not gone wrong at all, but the problem is we have difficulty reaching a national audience because we are self advertised and managed. This idea is solid and could achieve big popularity if it is managed under the right umbrella. A major tourist organization in London called Visit London would a great organization to partner with because it would be a win win type situation. With their assistant and exposure to the tourism industry it would assist us in reaching a larger audience, and by working with us they would have a new outlet to attract people to come to the city. Under the right circumstances this idea would blow up in our opinion, but since we have been working with a time constraint and we are just students, it is a big unrealistic to achieve the ultimate goal of this podcast. Going by the numbers that we have received during the duration of this campaign it would seem as though we have not succeeded but it is our belief that we achieve the precise goal of this assignment. We came up with a campaign that is unique, creative, and is rarely done in tourism to our knowledge. The Michael’s podcast campaign has been a success in the creative portion and with our response because we reached as many people as we could.
Word Count: 1,004
Written by: Zenobia Afeworki, Elizabeth Field, Hetsvi Kotak