{"id":408,"date":"2020-06-12T08:44:25","date_gmt":"2020-06-12T08:44:25","guid":{"rendered":"https:\/\/www.trustedstay.in\/blog\/?p=408"},"modified":"2020-06-13T04:23:10","modified_gmt":"2020-06-13T04:23:10","slug":"effective-social-media-platform-for-brand-awareness-campaign","status":"publish","type":"post","link":"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/effective-social-media-platform-for-brand-awareness-campaign\/","title":{"rendered":"Which social media platform is most effective to create awareness for Service apartment \/ Hotel Industry?"},"content":{"rendered":"<p>Do you first want to burn your own money to experiment and then find out which is the most effective social media platform? Or would you like to learn from our mistakes?<!--more--><br \/>\n<div class='code-block code-block-2' style='margin: 8px 0; clear: both;'>\n<script type=\"text\/javascript\" language=\"javascript\">\n      var aax_size='728x90';\n      var aax_pubname = 'trustedstay-21';\n      var aax_src='302';\n    <\/script>\n    <script type=\"text\/javascript\" language=\"javascript\" src=\"https:\/\/c.amazon-adsystem.com\/aax2\/assoc.js\"><\/script><\/div>\n<\/p>\n<h2><strong>My Pain:<\/strong><\/h2>\n<p>Which is the most effective social media platform?<\/p>\n<p>How do I target a specific segment of audience in Social Media?<\/p>\n<p>How to launch a campaign in social media?<\/p>\n<h2><strong>My experience:<\/strong><\/h2>\n<p>We initiated an advertisement in the in-flight magazine (please read our blog <a href=\"https:\/\/www.trustedstay.in\/blog\/serviced-apartments\/inflight-print-ad-campaigns-effectiveness\/\">How effective is it to advertise on in-flight magazine<\/a>). Our objective was to communicate to maximum people (our own customers database &amp; maximum corporate Air travelers) who were to travel in near future, about our free stay contest in the in-flight magazine (honestly the purpose was not that the people were dying to win the contest but got an excuse to reach out to all travelers about TrustedStay). Means our objective was to create an awareness that <a href=\"https:\/\/www.trustedstay.com\">TrustedStay is a Pan India Service apartment provider<\/a>. We were not bothered about leads at this point of time.<\/p>\n<p>We had to launch an awareness campaign across all social media platforms Twitter, LinkedIn, Facebook\/Instagram and also our own customer database of 35,000 that we had in our CRM database.<\/p>\n<p><strong>Audience<\/strong>: We defined our target audience as under.<\/p>\n<p><strong>Job Title<\/strong>: Our serviced apartments decision makers are Admin, Facilities, HR, Procurement &amp; Travel desk. The idea was to reach out to all these people in Social Media with any of the above designations who could be our potential client.<\/p>\n<p><strong>Company Name<\/strong>: Our service apartments users were mainly the following Industry, Banking, Insurance, IT, Automobile, Engineering, Pharma, Start-up\u2019s, Major Corporate Group companies. So, we thought of targeting all employees in these companies.<\/p>\n<p><strong>Own Customers<\/strong>: We have a database of 35000 customers who contacted us for serviced apartment. Which includes customers who gave us the booking and who did not, but we captured their details in our CRM database. We thought of non-intrusive communication to all those who are in SM platform.<\/p>\n<h3><strong>Social Media Platform:<\/strong><\/h3>\n<h4><strong>Facebook Campaign<\/strong>:<\/h4>\n<p>Login to business.facebook.com\/home\/accounts<\/p>\n<p><strong>Create Campaign<\/strong>: Select \u201cReach\u201d Enter \u201cCampaign name\u201d (Inflight Magazine)<\/p>\n<p><b>Ad-set<\/b><strong>-1 <\/strong>(wanted to reach audience having specific job titles designation)<\/p>\n<p><strong>Detailed Targeting<\/strong> (Job Titles all variation in designation of Admin, Human Resource, Facilities, Purchase) Audience meter indicated a reach of <strong>4.7 lacs<\/strong><\/p>\n<p><b>Ad-set<\/b><strong>-2 <\/strong>(wanted to reach out to all employees of a particular company\/companies)<\/p>\n<p>We wanted to target audience who are currently working in that company but FB picks up also those who are talking about that company and its agents\/dealers. Resulting in a wrong audience so we dropped it.<\/p>\n<p><b>Ad-set<\/b><strong>-3 <\/strong>(wanted to reach out to all our database of 35000 who were present in FB)<\/p>\n<p><strong>Audience<\/strong> Uploaded \u00a035000 customer list. The matched size was 20000 (means 20000 out of 35000 of our customers had account in FB).<\/p>\n<h4><strong>LinkedIn Campaign<\/strong>:<\/h4>\n<p>Login to <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\">https:\/\/business.linkedin.com\/marketing-solutions<\/a><\/p>\n<p><strong>Create Campaign Group<\/strong> : Enter Name: In-flight Campaign Select: Brand Awareness<\/p>\n<p><strong>Campaign-1 <\/strong>(wanted to reach out to all employees of a particular Job Titles)<\/p>\n<p>Who is the Target Audience: Job Titles: After defining all Job Titles 36 , Target Audience size was <strong>8.5 Lac+<\/strong><\/p>\n<p><strong>Campaign-2 <\/strong>(wanted to reach audience having specific Company\/Companies)<\/p>\n<p>Who is the Target Audience: Company: Company Name: Enable audience expansion: then selected almost 80 companies. The target audience was <strong>14 Lac+<\/strong><\/p>\n<p><strong>Campaign-3 <\/strong>(wanted to reach our own customer database)<\/p>\n<p>We did not find this feature in Linked in wherein we can upload our contact details and match who had account in LinkedIn.<\/p>\n<h4><strong>Twitter Campaign:<\/strong><\/h4>\n<p>Login to <a href=\"https:\/\/ads.twitter.com\/login\">https:\/\/ads.twitter.com\/login<\/a><\/p>\n<p><strong>Create Campaign<\/strong>: \u00a0Select \u201cReach\u201d \u00a0Enter \u201cCampaign name\u201d (In-flight Magazine)<\/p>\n<p><strong>Ad-group-1<\/strong> (Wanted to reach out to all Industrialist twitter handle &amp; their network)<\/p>\n<p><strong>Audience Features<\/strong>: Followers Look alike: Twitter handles of all the Famous Industrialist. A list of 86 Industrialist twitter handles were selected. Audience summary was 28.7 Mn \u2013 35.1 Mn. The expectation was that the industrialist followers will have his management following and hopefully our targeted customers.<\/p>\n<p><b>Ad-group<\/b><strong>-2 <\/strong>(Wanted to reach out to all Company twitter handle &amp; their network)<\/p>\n<p><strong>Audience Features<\/strong>: Followers Look alike: Twitter handles of all the Famous Industrialist. A list of 99 Companies twitter handles were selected. Audience summary was 9.6 Mn \u2013 11.8 Mn. The expectation was that the Companies followers will have his Co employees following and hopefully our targeted customers.<\/p>\n<p><b>Ad-group<\/b><strong>-3 <\/strong>(Wanted to reach out to all our database customer twitter handles &amp; their network)<\/p>\n<p><strong>Audience Features<\/strong>: Bulk upload your customer list. Audience summary was 1.44 K-1.76 K. The expectation was that non intrusively we will connect with our 3,000 odd customers. The number was too less.<\/p>\n<h2><strong>Results<\/strong>:<\/h2>\n<h3><strong>Facebook:<\/strong><\/h3>\n<table width=\"329\">\n<tbody>\n<tr>\n<th style=\"border: 1px solid #000;\" width=\"66\"><strong>Audience<\/strong><\/th>\n<th style=\"border: 1px solid #000;\" width=\"53\"><strong>Reach<\/strong><\/th>\n<th style=\"border: 1px solid #000;\" width=\"57\"><strong>Total Amount Spent<\/strong><\/th>\n<th style=\"border: 1px solid #000;\" width=\"53\"><strong>Period<\/strong><\/th>\n<th style=\"border: 1px solid #000;\" width=\"100\"><strong>100% Video Views\/ Rs 1000 Spent<\/strong><\/th>\n<\/tr>\n<tr style=\"background-color: #f2f52047;\">\n<td style=\"border: 1px solid #000;\"><strong>Own Customers<\/strong><\/td>\n<td style=\"border: 1px solid #000;\">20K<\/td>\n<td style=\"border: 1px solid #000;\">Rs 8,000<\/td>\n<td style=\"border: 1px solid #000;\">27 Days<\/td>\n<td style=\"border: 1px solid #000;\">425<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000;\"><strong>Job Title<\/strong><\/td>\n<td style=\"border: 1px solid #000;\">4.7 Lacs<\/td>\n<td style=\"border: 1px solid #000;\">Rs 4,000<\/td>\n<td style=\"border: 1px solid #000;\">11 Days<\/td>\n<td style=\"border: 1px solid #000;\">260<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000;\"><strong>Company<\/strong><\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>We felt that a reasonable good numbers of our own customers were on FB and reaching out to our own customers FB was the best way to reach out.<\/p>\n<h3><strong>LinkedIn:<\/strong><\/h3>\n<table width=\"369\">\n<tbody>\n<tr>\n<th style=\"border: 1px solid #000;\" width=\"106\">Audience<\/th>\n<th style=\"border: 1px solid #000;\" width=\"53\">Reach<\/th>\n<th style=\"border: 1px solid #000;\" width=\"57\"><strong>Total Amount Spent<\/strong><\/th>\n<th style=\"border: 1px solid #000;\" width=\"53\">Period<\/th>\n<th style=\"border: 1px solid #000;\" width=\"100\">100% Video Views\/ Rs 1000 Spent<\/th>\n<\/tr>\n<tr style=\"background-color: #f2f52047;\">\n<td style=\"border: 1px solid #000;\"><strong>Job Title<\/strong><\/td>\n<td style=\"border: 1px solid #000;\">8.5 Lacs<\/td>\n<td style=\"border: 1px solid #000;\">Rs 15,000<\/td>\n<td style=\"border: 1px solid #000;\">20 Days<\/td>\n<td style=\"border: 1px solid #000;\">693<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000;\"><strong>Company<\/strong><\/td>\n<td style=\"border: 1px solid #000;\">14 Lacs<\/td>\n<td style=\"border: 1px solid #000;\">Rs 5,000<\/td>\n<td style=\"border: 1px solid #000;\">10 Days<\/td>\n<td style=\"border: 1px solid #000;\">300<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000;\"><strong>Own Customers<\/strong><\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\" width=\"100\">NA<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>We felt that Job Title wise Audience was the most effective and targeted audience.<\/p>\n<h3><strong>Twitter:<\/strong><\/h3>\n<table width=\"369\">\n<tbody>\n<tr>\n<th style=\"border: 1px solid #000;\" width=\"106\">Audience<\/th>\n<th style=\"border: 1px solid #000;\" width=\"53\">Reach<\/th>\n<th style=\"border: 1px solid #000;\" width=\"57\"><strong>Total Amount Spent<\/strong><\/th>\n<th style=\"border: 1px solid #000;\" width=\"53\">Period<\/th>\n<th style=\"border: 1px solid #000;\" width=\"100\">100% Video Views\/ Rs 1000 Spent<\/th>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000;\">Industrialist<\/td>\n<td style=\"border: 1px solid #000;\">300 Lacs<\/td>\n<td style=\"border: 1px solid #000;\">Rs 4,000<\/td>\n<td style=\"border: 1px solid #000;\">11 Days<\/td>\n<td style=\"border: 1px solid #000;\">801<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000;\">Company<\/td>\n<td style=\"border: 1px solid #000;\">100 Lacs<\/td>\n<td style=\"border: 1px solid #000;\">Rs 1000<\/td>\n<td style=\"border: 1px solid #000;\">9 Days<\/td>\n<td style=\"border: 1px solid #000;\">806<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000;\">Own Customers<\/td>\n<td style=\"border: 1px solid #000;\">3K<\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\">NA<\/td>\n<td style=\"border: 1px solid #000;\" width=\"100\">NA<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Over all, though no of Videos per Rs 1000\u00a0 spent was high in Twitter. We did not get the confidence that it was reaching to the right audience. We found that in the company like say whirlpool company\u2019s major followers were its dealers rather than the employee. Also in Industrialist the followers were politicians and unwanted segment. While Own customer on twitter was a disaster. Concluded that its not a good idea to create awareness\u00a0 on Twitter.<\/p>\n<h2><strong>My Conclusion:<\/strong><\/h2>\n<p>Here\u2019s my rating.<\/p>\n<p><strong>Facebook:<\/strong> Job Title: 3\/5, Company: 1\/5, <strong>Own customers: 5\/5<\/strong><\/p>\n<p><strong>LinkedIn:<\/strong> <strong>Job Title: 5\/5<\/strong>, Company: 3\/5, Own customers: 1\/5<\/p>\n<p><strong>Twitter:<\/strong> Industrialist: 3\/5, Company: 2\/5, Own Customers: 1\/5<\/p>\n<p>Do put you comments if you found it meaningful<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you first want to burn your own money to experiment and then find out which is the most effective social media platform? Or would you like to learn from our mistakes?<\/p>\n","protected":false},"author":4,"featured_media":328,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-serviced-apartments"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Which social media platform is most effective to create awareness for Service apartment \/ Hotel Industry? | Blog | TrustedStay<\/title>\n<meta name=\"description\" content=\"Do you first want to burn your own money to experiment and then find out which is the most effective social media platform? 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