Embed Size (px)
Citation preview
DIGITAL AUDIT AND PLANNING PORTFOLIO
Client: RACQ Free2go
Chloe Davanzo N9189041
Tutor: Elizabeth Buchanan Word Count: 1640
2
Table of Contents
1.0 Introduction ............................................................................................ 3
2.0 Digital Audit ............................................................................................ 4
3.0 Analysis ................................................................................................... 7
3.1 Target audience .................................................................................... 7
Graphs 1-‐4: Australian Psychology Society (2015). ...................................... 8
Picture 1: Inside Shopper (2013). ................................................................. 8
Key Consumer Insight ................................................................................... 8
3.2 Product overview ................................................................................. 9
3.3 Competitor overview ............................................................................ 9
4.0 Recommendations ................................................................................. 10
4.1 Revamp the website ........................................................................... 10
4.2 Use branded content and social influencers instead of advertising ..... 10
4.3 Develop a social media story around “Queensland’s ultimate road trip”
................................................................................................................ 10
5.0 References ............................................................................................. 11
6.0 Appendix ............................................................................................... 13
6.1 Appendix 1 ......................................................................................... 13
6.2 Appendix 2 ......................................................................................... 14
3
1.0 Introduction
RACQ created free2go in 2001 to establish a pipeline of new members and provide young
Queensland drivers, ages 16-‐19, with education around driving awareness (RACQ, 2017).
Free2go is a leader in a growing competitive environment and differentiate themselves
through being a ‘club’ for all Queensland drivers and providing not only roadside assistance
but also education on gaining drivers licences, buying a car and going travelling. They also
provide discounts for members and other benefits such as free L and P plates (RACQ, 2017).
This report provides an overview of all their digital platforms as well as an analysis on the
target audience and product environment, concluding with recommendations for future
digital marketing improvement.
4
2.0 Digital Audit Criteria Observations, comments and analysis Rating 1 to
10*
Digital strategy (please
articulate)
RACQ’s strategy is to provide their members with car, travel and lifestyle information in a creative and engaging way. The free2go program is an extension of this with the goals of informing the younger target audience in four key areas:
• helping to get your licence • advice on buying a car • travel tips • discounts and savings.
From the client brief it is clear that free2go aims to build a relationship with their members to support them through their early life events and making them into loyal RACQ clients (RACQ, 2017).
While on their digital platforms they are successfully posting information for their members, their social media reach is not as successful as it could be with a limited number of comments and likes on Facebook posts (Appendix 1). Within digital marketing platforms today there is so much content out there it can be hard for companies to be seen. To engage customers, it is all about providing consistent content, formatted for the target platforms and that content must be relevant to the target audience (Lua, 2017). While free2go post short quizzes and information to its followers which is inline with its digital strategy for engagement, they aren’t connecting with their target audience.
7
Strategically consistent, company-‐created brand
messages
Free2go consistently pushes their four key messages across all their social media platforms with the same “look & feel” by using the free2go logo and colours. However, the content varies across some platforms, such as on Google+ and Pinterest where they repost YouTube content, whilst on Facebook they create some of their own content and also repost some of the relevant articles from the main RACQ Facebook page, that is suitable for their younger demographic. In addition, the free2go Facebook page has a separate ‘community’ tab which shows comments, tags and reviews from followers.
8
Digital tools and social
media used by the
company
Website-‐ Too many words on the page and not visually appealing with very few pictures and videos. Nothing exciting about it and nothing jumps out when looking through the website. Links to their Facebook and Twitter did not work and sometimes the pages did not load properly. Facebook-‐ 29,017 likes, however posts rarely get many comments or likes. Content includes; quizzes for learners, repost of other content about cars and driving and a couple of videos and funny photos. Email newsletter-‐ Can sign up on for this feature on their website, however not much incentive to do so.
7
5
YouTube-‐ Has 756 subscribers and creates and posts creative content including cartoons and real life people. Most driving videos have over 2000 views however, their YouTube account hasn’t been updated at all since 2015. Google+ (2 followers) and Pinterest (173 followers) have reposted YouTube content. Apps-‐ RACQ learn2go learner logbook (has bad reviews about the slowness of the app) and the RACQ’s Roadside assistance app. Twitter-‐ although it says on their website and YouTube channel that they have a twitter it couldn’t be found.
Examples of content shared
Ideal Action To teach young drivers skills which aligns with one of their key areas of helping drivers get their licence.
Ideal Action For followers to engage with the content posted such as sharing and tagging friends (which increase brand awareness).
6
Screenshot August 2017
Screenshot August 2017
6
Ideal Action For Facebook followers to engage with the company by answering the question and for them to learn with the correct answer being posted.
Strategic user engagement
Free2go is trying to capture a younger audience of 16-‐19 year olds through user engagement on social media. While they have a presence on many channels Facebook is their most used for posting content (usually once every 1-‐3 days). On this platform free2go responds to messages quickly and has a good response rate to any questions and reviews posted. Comments are always made in a positive manor and all seem to be answered personally, not through any response software (Appendix 2).
8
*Where 0 indicates a lack of achievement and 10 represents optimum achievement.
Screenshot August 2017
7
3.0 Analysis 3.1 Target audience RACQ outlined a target audience of 16-‐19 year olds for their free2go service. These young
Australians account for 307,000 of Queensland’s population (ABS, 2016) and as part of Gen
Z are known as the most connected and social age group (McCrindle, 2012). They are
currently studying at secondary school or university and are still living at home within a city
or in a suburban area (Roy Morgan, 2017a).
These teenagers believe in taking risks and with unclear futures tend to live in the moment
(Roy Morgan, 2017a). With 78% feeling success is important (Roy Morgan, 2017a), they fit
into the “young optimism” value segmentation as they want to experience everything life
has to offer (Roy Morgan, 2017b). However, with high unemployment rates, they are also
chasing bargains and are cutting down on their spending making discounts an important
incentive for them (Roy Morgan, 2017a).
These teenagers are digital natives and have technology seamlessly integrated into their
lives. With 94% of the target audience owning a smartphone (Roy Morgan, 2016), it is no
wonder they are constantly connected to not just friends and family but to brands and
business (Fromm, 2016).
With short attention spans, creative content is important and with 80% of teens admitting
they check social media because of boredom, capturing their attention is crucial (Australian
Psychology Society, 2015). Fear of Missing Out (FoMO), is also a key reason for teenagers to
check their social media and some keys areas of FoMo are outlined in the charts below.
8
Graphs 1-‐4: Australian Psychology Society (2015).
According to Fitch, Gen Z follow these 5 steps on a path to purchase.
Picture 1: Inside Shopper (2013). The finding out stage is where social influencers can play a major role with 70% trusting
YouTube stars over normal celebrities (StarNgage, 2016). A survey also showed that 69% of
Gen Z shoppers are interested in purchasing directly through social media pages
(Wightman-‐Stone, 2017).
Key Consumer Insight The target audience have a fear of missing out on important occasions and trends which
keeps them checking their social media throughout the day and makes them easily
influenced by their peers and social media celebrities.
78%
22%
Important to understand 'in jokes' with their friends
Yes No
71%
29%
Keep tabs on friends when on holiday
Yes No
60%
40%
Worry when their friends have fun without them
Yes No
66%
34%
Don't like missing out on an opportunity to meet up with
friends
Yes No
9
3.2 Product overview RACQ free2go is not just about roadside assistance its about being apart of a state wide club
that is there to help young Queenslanders through any big decision they might have to
make. This is achieved through school visits, roadside education programs and their online
information (RACQ, 2017). It’s perfectly sculpted for those about to get their learners
licence through to getting their P plates and is free for 16-‐17 year olds and half price for 18-‐
19 year olds (RACQ, 2017). Without proper education the target market would not think
about roadside assistance, understand its importance or just forget that they should sign up.
With the target market influenced by social media celebrities, and extremely influential over
peers positive “word of mouth” is important for the product (Fromm, 2016).
3.3 Competitor overview Although RACQ free2go is a leading product in the market there is a growing amount of
competition driven by innovative technology changing the marketplace. Allianz Insurance
changed roadside assistance with their new app GotU. With the target market constantly
looking for bargains and having the internet access to always know the best deals around
GotU is a clear roadside assistance competitor with no sign up or yearly fees, simply pay for
the services you use (Dowling, 2016). Other key value propositions of free2go also have
strong competition, with websites offering free discounts for students (such as student
prices at the movies) and also the amount of free information anyone can get off the
internet in regards to driver licences and travel.
10
4.0 Recommendations 4.1 Revamp the website There is a significant amount of information on the free2go website spread across too many
pages. However, given the target market is used to short form content and are unlikely to
read all the information this should be reviewed. YouTube is a really big channel for Gen Z,
and summarising the information into videos would keep customers more engaged
(McCrindle, 2012). Apart from the way the information is shared the website's navigation
could be improved. As previously stated the Facebook and Twitter links do not work and
there are too many pages for any 16-‐19 year old to want to click through to find the
information they are looking for. A large banner to capture attention could be used to show
weekly special discounts for example as bargains are important for the target audience.
4.2 Use branded content and social influencers instead of advertising
For the target audience to follow a company's social media page they need to engage with
and enjoy the content. To do this free2go could create branded content such as car and
travel videos to create an interesting social media page that doesn’t seem like the brand is
pushing marketing messages onto its followers (Lua, 2017). By using social media for brand
awareness instead of for straight information, consumers are more likely to engage with the
company. Social influencers could also capture the attention of 16-‐19 year olds, with local
influencers sharing their own content or being included in the branded content to seem like
being a part of Free2Go club is cool.
4.3 Develop a social media story around “Queensland’s ultimate road trip” The ultimate Queensland road trip could be created by posting pretty locations to drive to,
modified vans or cars, travel inspiration and captions showcasing good road trip songs.
When teenagers first get their licence they start looking for places to drive, so when they
google for scenic drives or waterfalls in their local area a Free2Go page will come up giving a
list of places to go. The content should be consistent across multiple social platforms;
including Instagram.
11
5.0 References Australian Bureau of Statistics (ABS). (2016). Australian Demographic Statistics, Table 6 ‘Estimated resident’s population by age and sex-‐ state and territories’, data cube: Excel spreadsheet, cat. no. 3101.0. Retrieved, August 15, 2016, from http://www.abs.gov.au/ausstats/[email protected]/detailspage/3101.0Dec%202016?opendocument Australian Psychology Society. (2015). Fear of missing out survey results 2015. Retrieved from http://www.psychology.org.au/psychologyweek/survey/results-‐fomo/ Dowling, J. (2016). Conked out car? GotU offers roadside assistance on the spot with no sign-‐on fee. Retrieved from http://www.news.com.au/finance/business/other-‐industries/conked-‐out-‐car-‐gotu-‐offers-‐roadside-‐assistance-‐on-‐the-‐spot-‐with-‐no-‐signon-‐fee/news-‐story/fec984cd86f531998e262fc784fb46d4 Inside Shopper. (2013). The Gen Z Shopper. Retrieved from https://www.insideretail.com.au/blog/2013/09/16/gen-‐z-‐shopper/ Lua, A. (2017). Why I Think Social Media Is For Branding and Engagement, Not Traffic or Revenue. Retrieved from https://blog.bufferapp.com/social-‐media-‐is-‐for-‐branding McCrindle. (2012, December 20). Generation z defined: global, visual, digital [web log post]. Retrieved from http://blog.mccrindle.com.au/the-‐mccrindle-‐blog/generation_z_defined_global_visual_digital RACQ. (2017). AMB330 Digital Portfolio: Client Brief. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-‐6954865-‐dt-‐content-‐rid-‐9107452_1/courses/AMB330_17se2/RACQ%20Brief%20for%20QUT%20Student%20Project%20Final.docx.pdf Roy Morgan. (2016). 9 in 10 Aussie teens now have a mobile (and most are already on to their second or subsequent handset). Retrieved from http://www.roymorgan.com/findings/6929-‐australian-‐teenagers-‐and-‐their-‐mobile-‐phones-‐june-‐2016-‐201608220922 Roy Morgan. (2017a). Roy Morgan Single Source Australia Apr 16-‐ Mar 17 [Data file]. Retrieved from https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_134268_1&content_id=_6872754_1 Roy Morgan. (2017b). Value segmentation: Young Optimism. Retrieved from http://www.roymorgan.com/products/values-‐segments/young-‐optimism StarNgage. (2016). Influencer Marketing in Australia. Retrieved from http://starngage.com/influencer-‐marketing-‐australia/
12
Wightman-‐Stone, D. (2017). Gen Z look to visual social platforms for purchasing. Retrieve from https://fashionunited.uk/news/retail/gen-‐z-‐look-‐to-‐visual-‐social-‐platforms-‐for-‐purchasing/2017030623769
13
6.0 Appendices 6.1 Appendix 1
Funny dog photo: 4 likes, no comments. RACQ. (2017). RACQ free2go, Facebook post: August 4, 2017 [screenshot]. Retrieved from https://www.facebook.com/free2goRACQ/photos/a.281895931847224.59657.165613893475429/1422948997741906/?type=3&theater
14
6.2 Appendix 2
Community tab on free2go’s Facebook page and some examples of reviews and people asking questions. RACQ. (2017). RACQ free2go: Facebook community tab [screenshot]. Retrieved from https://www.facebook.com/pg/free2goRACQ/community/?ref=page_internal
