Reference for the reflective blog

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Blanchard, O. (2010). Artifacts of Influence: grassroots movements, familiar strangers and the power of the social media daisy chain.. [online] The BrandBuilder Blog. Available at: https://thebrandbuilder.wordpress.com/2010/12/29/artifacts-of-influence-grassroots-movements-familiar-strangers-and-the-power-of-the-social-media-daisy-chain/ [Accessed 21 Jan. 2015].

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Edwards, J. (2013). Facebook Targets 76 Million Fake Users in War on Bogus Account (Online) Available at: http://www.businessinsider.com/facebook-targets-76-million-fake-users-in-war-on-bogus-accounts-2013-2?IR=T [Accessed 21 Jan 2015]

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Improvement for the Facebook page

First of all, out of three objectives, only the one to attract 200 new fans from South-east Asia is not achieved. This means we have to adjust the content which is more specific to that group of people. For example, we would like to create a video with some South-east Asia characteristics. This might easier to capture the attention from that segmentation. Besides, we would like to do more “call-to-action” content as it is much better in creating engagement which keep people staying with us. These are the way we may try to attract that specific group. We may also adjust the objective, like only 100 new fans from South-east. it depends which method is more suitable to the case.

As mentioned, we would like to post more content of inspiring, entertaining and informative as those are the most popular types of content. Similarly, we would like to adjust the time of post which be less annoyed with high effective to reach to audience. Also, we would also use of the other social media channels, such as twitter, YouTube, to help spreading our information to through internet to increase the “clicks” on our page and turn them into leads.

In conclusion, evaluation guide us to the improvement which we can plan further for the next period. Therefore, when we use social media for the business use, we can not just leave it. We have to keep monitoring the performance so that we can maximize the value of the social media.

Timely Evaluation to monitor the FB operation

After we implement the Facebook page for two weeks, evaluation of the page performance is being conducted in order to estimate whether our objectives are achieved. Based on Eyl (2012), we chose to evaluate several key performance indicators. First of all, number of likes is being considered as our objective is attracting 200 new fans from South-east Asia. However, it was not achieved and growth is being flatted after few days we launched the page. It does generate a good number of reach to the audience which the objective of 500 visitors is being achieved. Thus, this means we cannot successful to keep audience follow us and like the page. We may change the content strategy to attract more people from target area. The timely evaluation help us understand the different between the actual result with the target.

We are successfully creating a high engagement rate at 18.4%. We also found that the engaged topics are mainly inspiring, entertaining and informative. This does show that pull content is easier to draw the attention of the audience and even have further action. Therefore, we may put more effort on these types of content. Besides, the quick response to the audience may also be the point to have a good engagement as they can have reply from us. Also, 25-34 is the second largest age group of the followers which align with our target market. We also gather the information about the active time of our fans online. Based on this information, the peak of the online activities is after 12:00. Therefore, based on this, we can try to adjust our strategy.

Creating Content through Facebook to attract Audience

After we decided the target market and social media channel, we can start implementing our Facebook page. Since the time limitation we have, we start operating the page in the planning phrase. We provide the basic information of our resort, such as location, site page and phone number, which readers can easily find our information.

The reason why we create the buyer persona and its buyer’s journey is to gather the information that we can use to attract our target customers. Therefore, our content is mainly based on the result of it. Representing the target market, buyer personas characteristics and interests will then be transformed into our content to create value which they will feel useful for them in their situation (Content Marketing Institute, 2015). Therefore, in G Wonderland case, we mainly provide the information relate water-sport, honeymoon and local destination. Those are the topics our buyer personas will interested in it, which can help linking to our page and generating interest for them to follow us.

Based on these topics, we had a mix of four types of content on the wall, which are informative, educating, entertaining and inspiring. These four types of content are valuable to the audience as it can fulfill the needs and wants of them and create stimulus and interest towards our resort (Marketo, 2014). These kind of content types are recognized as pull marketing, which aim to create value and attract to stay with us. However, we would also like to post some promotional post which can draw the attention from the followers. If they are interested in it, they may do further research and communicate with us, thus we can create engagement and trust with the followers. In another way, pull marketing is the major while we also need certain push marketing to support which make the whole content being more complete.

Besides the types of content, we also consider the frequency of posts on the wall. We decided to post three times a day. This is because we are newly opened and launched on Facebook, we try to post at that time frame to attract more people and remind them our existence. Also, posting one in the morning, at noon and in the evening can effectively deliver message to different people when they active online. This may make people feel annoying. However, it depends on how we decide the strategy. Time for posting is an important issue which whether the content can reach the audience. We may try until we find out the most suitable time frame. Once go through the evaluation stage, we can see whether this is correct.

Besides, engaging with the audience is also an important things when using social media platform for business use. It is because the primary purpose of it is to communicate. Therefore, any actions took by the audience, we should give suitable response which create relationship and trust with the audience.(WeBuzz, 2011)

Building the Facebook Page

Beside creating the buyer personas and analyzing its characteristics through buyer’s journey, we also have to design choosing which social media channel as our major platform. In this case, we chose Facebook as our main social media tool. The first reason is that there are over 1 billion active users using Facebook which is the largest platform over all channels (Leverage New Age Media, 2013). Also, Facebook is a one-size-fit-all channel, where users can post and share whatever they want (Treadaway & Smith, 2010). This is easier for us to capture audience as it is easy for them to use and gather information.

Besides, from Infusionsoft (2015), over 70% of the monthly active Facebook users have connection with local business for viewing and comments. Thus, it is chance for us to use the Facebook page connects with our potential customers. And around 46% of the Americans think Facebook have a great impact on their buying behaviors, which state how influential of Facebook is. Last but not least, 67% of business to consumer marketers has generated leads through Facebook. Therefore, Facebook is not just a leisure social media platform, it also be suitable us launching the social media program.

However, Edwards (2013) state that around 76 million Facebook accounts are fake, which make a bit influence on our page. However, it doesn’t matter as it is just a small portion out of the 1 billion active users. Bosker (2012) state that only around 16% of fans can see the post we post on the page, which we can just reach a small proportion of users. After we analyze our page performance, we found that we should operate the page with combination of the use of other social media platforms, which can increase the penetration and reach more people.

We also planned to use Facebook as owned media and earned media to conduct both vertical and lateral communication (Blanchard, 2010; Brito, 2013). As mentioned, Facebook has the largest user base, it’s good for us to create an official page here to announce and update information, which can easily being searched and followed by the users. Also, this is a good platform for us to create communication between ours and audience and also among audience themselves. This kind of engagement can build our eWOM, which aim attracting more people follows our Facebook page and generate leads from it. Lateral communication is good for spreading of our information to get more people know about us and our value proposition.

We do not pay the advertising fee for Facebook, which see it as the paid media. Paid media through Facebook always make people feel annoying, which we don’t want this case take place. It may have use to some extent but we think earned media is much more powerful within Facebook.

Creating Buyer Persona to visualize the Target Market

Once the target market is identified, we started building our buyer persona, which can help to visualize the target market. This help creating sympathy when the target audience read the content of that’s the things they want (Sandeen, 2012). We demonstrate the demographic information and hobbies, the problem they face, the experience they wants and how they search information with objections of the choice, which comes to buyer’s buying process. All this information is created based on our target market. Although it’s a fictional character, this is real to the target audience. Combining all those elements, it can help us analyzing the target audience through the buyer’s journey to decide what content we needed to deliver and in what way.

Analyzing the buyer’s journey, we used the zero moment of truth (ZMOT) to analyze the stimulus state and ZMOT (Lecinski). However, we did not analyzes FMOT and SMOT in this case as we just aim to launch the social media program to generate leads from it. Therefore, we stop at ZMOT which is the online research stage of target audience. With understanding the needs and wants of the target audience, we can design the social content specific to the interest of target audience.

For the stimulus stage, the audience will find the information about the destinations and hotels. Thus, we have to try to maximize the chance we are being searched through internet and other channels. For example, we post a video about the top 10 honeymoon destination, which Seychelles is also included. When the users search the related topic, our page will also be shown as the search result. Therefore, in the stimulus stage is the chance we can make effort to be the options for our target audience.

For ZMOT, target audience may have a list of destinations and hotels are being considered. In this stage, they will be more focus on the analyzing the destinations and hotels which they compare all of them. We have to perform well online so that they will stay with us. There are two ways we can achieve. First is replying what the online users talking about us. When they mentioned us, we reply to create engagement and trust which they will feel we are willing to communicate.

Therefore, from stimulus stage and ZMOT, we can understand what our target audience really needs and wants. Based on this, we can start deliver message through our social media channel, Facebook page.

Deciding the Target Market

As the limited time we prepare the Facebook page, we create the Facebook page with a concept of the target market from 5 segments, geographic, demographic, behavioral, psychographic and social techo-graphical. These five segments are the summary of the specific group of people we want to attract. It does help identifying by narrowing down in different segment.

For geographical segment, we chose the people who live in urban area from South-east Asia countries. Rapoza (2014) state that there is trend for the consumer growth towards the luxury hotels and resorts especially in China, where growth 39% when compare with mid-2013. For this growing trend, South-east Asia will become a great potential market as our target market. Also, as our resort is located on the island in Indian Ocean with a relaxation environment, we aim to attract the people from urban area so they can feel relax when they staying with us.

For demographic, due to the age of getting married in South-east is rising, 26-34 will be a suitable age range for the people come Seychelles for honeymoon and or weddings (Seoul & Taipei, 2011). Besides, €15,000 – €30,000 is the minimum annual income group we chose as we aim to attract people who would like to pay money to celebrate wedding and honeymoon. This can link to our choice in behavioral segment and psychographic segment for those couples who want to come for entertaining and relaxing.

For Social techno-graphical segment (Bernoff, 2010), we are looking for the types of Spectators and Joiners. This is because Facebook have over 1 billion users where not all the people will actively participate in the social activities. We are targeting those who just looking information through internet and turn them into our followers. As a largest social media platform, that’s why we also targeting those heavy Facebook user.