Presentation by Global Premier Villas assessing the effectiveness of our online marketing strategy.

12. Strategy

13. Strategy
Different type of holiday promoted each week.

14. Strategy
Different type of holiday promoted each week.
These targeted holidays included;
Student Holidays
Golf Holidays
Skiing Holidays
Cultural Holidays
Florida Holidays
Chill out Holidays

15. Strategy
Different type of holiday promoted each week.
These targeted holidays included;
Student Holidays
Golf Holidays
Skiing Holidays
Cultural Holidays
Florida Holidays
Chill out Holidays
Timings based on major events and school holidays.

18. Fan
143 Fans
Global Campaign

19. Fan
143 Fans
Global Campaign
Hugely Successful
launch week.

21. Role of Faceboo

22. Role of Faceboo
Central to campaign

23. Role of Faceboo
Central to campaign
Blog, Twitter, and You Tube Channels
linked to site via RSS.

25. Facebook Posts

26. Facebook Posts
Designed to Inform and Entice Fans.

27. Facebook Posts
Designed to Inform and Entice Fans.
Direct Link

28. Facebook Posts
Designed to Inform and Entice Fans.
Direct Link
Stunning Photos

30. Inform and Enga
Relevant Information and Discussion Posts to
Engage with Customers.

31. Inform and Enga
Relevant Information and Discussion Posts to
Engage with Customers.
What to wear
on holiday?

33. Fan Interacti

35. Facebook
Evaluation
Fantastic Response

36. Facebook
Evaluation
Fantastic Response
Most successful in
terms of subscribers.

37. Facebook
Evaluation
Fantastic Response
Most successful in
terms of subscribers.
Student week most
popular with over 500
views.

41. Key Statistic
7 videos
400 views
Subscriptions & Friends

43. Video View
YouTube Video Views (As of 9th May 2010)
130.0
97.5
65.0
32.5
0
Intro Student Skiing Skiing Bonus Florida Culture Golf

44. Blog

47. Key
6 blogs
47 views in total
Linked in with Twitter

51. Twitter Strate

52. Twitter Strate
Extensively used hash tags such as
#summer, #villa and #travel.

53. Twitter Strate
Extensively used hash tags such as
#summer, #villa and #travel.
Followed people of parallel interest.

54. Twitter Strate
Extensively used hash tags such as
#summer, #villa and #travel.
Followed people of parallel interest.
Attempted to engage with likeminded
Twitterers by joining travel related lists.

55. Twitter Strate
Extensively used hash tags such as
#summer, #villa and #travel.
Followed people of parallel interest.
Attempted to engage with likeminded
Twitterers by joining travel related lists.
Tweeted about latest offers, holiday
ideas and generic travel information.

57. Twitter Evaluati

58. Twitter Evaluati
Twitter Rank of 51/100 (using ‘Twitter
Grader’)

59. Twitter Evaluati
Twitter Rank of 51/100 (using ‘Twitter
Grader’)
Struggled to acquire adequate
followers.

60. Twitter Evaluati
Twitter Rank of 51/100 (using ‘Twitter
Grader’)
Struggled to acquire adequate
followers.
Engagement over advertisements.

61. Analytics

63. Method

64. Method
Assess the performance of social media
initiatives.

65. Method
Assess the performance of social media
initiatives.
Aligning our strategies to Business
Objectives.

66. Method
Assess the performance of social media
initiatives.
Aligning our strategies to Business
Objectives.
Google Analytics

67. Method
Assess the performance of social media
initiatives.
Aligning our strategies to Business
Objectives.
Google Analytics
Rich Data on ‘Page views’ ‘No. of visits

69. Benchmarks

71. Regression
Model

72. Regression
Model
Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site

73. Regression
Model
Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
‘Planted’ links

74. Regression
Model
Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
‘Planted’ links
Regression: Assess the strength of each
variable

75. Regression
Model
Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
‘Planted’ links
Regression: Assess the strength of each
variable
Holding the other variables constant

76. Regression
Model
Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
‘Planted’ links
Regression: Assess the strength of each
variable
Holding the other variables constant
The Model:

77. Regression
Model
Assessing the strength of YouTube and
Facebook strategies in referring to the client’s
site
‘Planted’ links
Regression: Assess the strength of each
variable
Holding the other variables constant
The Model:

79. Results

81. Interpretatio
A 1% increase in ‘Facebook’ views lead
to a 14.6% increase in GPV Page Views.
A 1% increase in ‘YouTube’ views lead
to a 8.6% increase in GPV Page Views.
A 1% increase in ‘Search Engine’ views
lead to a 99% increase in GPV Page
Views.

83. Project
Evaluation
Given the data limitations, results suggest a
positive impact of Social Media Initiatives
Leads to significant increase in page views
Greater awareness
Translates to greater revenue opportunities

85. Project
Evaluation
Most Effective:
YouTube
Facebook
Ad-ology (2009)
Rubicon (2008) Nielson’s 1:9:90 rule
Least Effective:
Twitter
Blogging
Limitations:
Distance to Properties

87. Future

88. Future
Targeting
(Meadows, 2008)
iPhone App or ‘Lite Site’
Platform Created for
Progression

90. International
Venture

92. References
Twitter Grader (2009) [Online]. Available at: http://twitter.grader.com/
[Accessed 10 May 2010]
Rubicon (2008) Online Communities and Their Impact on Business:
Ignore at Your Peril
Ad-ology Survey, US, 11/09
Meadows, S. (2008) Who are tomorrow’s customers and how will I serve
them? Jam IP
Ted Schadler (2008) Media and Marketing Online Survey North American
Technographics
Unknown Author (2010) A World of Connections – A Special Report on
Social Networking. The Economist (January 30th)