Community

Management Portfolio
for Cover-More
By Ellie Campbell

Contents
Introduction
SocialMediaStrategy
ContentPillars
Measurement
PlatformJustification
ContentCreation
CampaignCalendar
Appendices
References
DigitalPortfolio:
elliecampbell.weebly.com

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Introduction
Cover-More is an Australian based travel insurance company which provides
Australians with domestic and international travel insurance. Cover-More's target
market, labelled Digi-warriors, are Australian men and women aged 18-24 who are
heavy users of online platforms. Digi-warriors are extremely visual and constantly find
out information on the go via their mobile phone, meaning they can make informed
decisions fast than ever before. But Digi-warriors increasingly sceptical of the
information they receive online. This consumer insight uncovers a need for CoverMore to create meaningful relationships with this target market, with the end goal of
building trust through a relatable dialogue ensuring Cover-More are their number one
choice.

Social media has been identified as an ideal platform to build meaningful relationships
with Digi-warriors as it has the ability to influence and strengthen business to
consumer (B2C) relationships and build social capital (Manzoor, 2016). It has also been
found that 75% of Digi-warriors use social media daily (Sensis, 2016). It is
recommended Cover-More creates a Social Media Strategy plan to capture and create
value and build a community of Digi-warriors. This strategy will be focused around
three platforms: Instagram, Facebook and Cover-Mores blog.

Social Media Strategy

As the consumer insight indicates, Digi-warriors are increasingly sceptical of the
messages they receive online, indicating a need for Cover-More to build meaningful
relationships and raise social capital to break through this barrier. One
recommendation to build social capital in an increasingly uncertain online world is to
recognise how to find your community and potential community and interact on a
level that will benefit everyone (Hunt, 2009). Two key strategies have been uncovered
for Cover-Mores social media community engagement plan. These are:
Engagement - To build mutually beneficial relationships with consumers by provide
engaging consumer and company created content that consumers will trust.
Awareness - To position itself as a knowledgeable market leader to attract new
consumers.
Fun & simple engagement, social responsibility, and communicating thought have all
been highlighted as opportunities to build brand trust through social media
(Huges,2016). Abiding by the 5-3-2 rule of social sharing, which states that for every 10
updates posted on a social media channel 5 should be content relevant to the
companys audience, 3 should be content from the company but not a direct sales
pitch and 2 should be personal non-work related content to help humanise the brand
(Buffer, 2014), 3 pillars have been created for Cover-Mores social media content. This
method ensures Cover-More are focused more on their audience, as opposed to
themselves (Buffer, 2014).

Content Pillars
1. Empower
Empower and inspire consumers to travel through beautifully crafted images,
videos and stories.
3-5-2 rule: The empower pillar falls into the '5' category.

2. Inform
Inform, promote and sell through user generated content that Digi-warriors
A

J O U R N A L

will trust and real time alerts from Cover-More travel insurance. This will help
Cover-Mores demographic make informed decisions during the prepurchase phase.
3-5-2 rule: The inform pillar falls into the '3' category.

3. Engage
Engage in industry-adjacent topics that Cover-Mores Digi-warriors will relate
to. Sharing ideas that relate to Cover-Mores demographic, but do not
directly relate to travel insurance.
3-5-2 rule: The engage pillar falls into the '2' category.

M A D I S O N

W R I G H T S

Measurement
To measure the success of this strategy, it is recommended Cover-More mine the data
available on social media sites by using tools such as Buffer, which allow for companies
to view their most and least clicked, re tweeted and liked posts and easily export data for
better reporting (Widrich, 2015). To measure Cover-Mores first specific goal,
engagement, metrics such as comments, replies, likes and any other participation
metrics are important to use. To measure Cover-Mores second goal, awareness, CoverMore needs to use metrics like volume, reach, exposure and amplification (Kissmetrics,
n.d.).
Cover-More also need to ensure that they can mine this data efficiently and convert it
into valuable and actionable information to obtain significant benefits (Capgemini, 2012).
The Platform Justification shows specific measurement scales for each platform.

Platform
Justification

Content Creation
Content Pillar three, Engage, seeks to Engage in industry-adjacent topics that
Cover-Mores Digi-warriors will relate to. This involves sharing ideas that
relate to Cover-Mores demographic, but do not directly relate to travel
insurance. Below, are three pieces of content which are for publication on
Cover-Mores Facebook, Instagram and Blog.

1. Blog
Below is an example blog post to be published on Cover-More's official blog
and shared on Facebook and Twitter. Blogs provide the perfect vehicle to
direct Digi-warriors from social media to Cover-More's website.
This blog posts connects to the third pillar as it is engaging with industry
related topics that Digi-warriors will be interested in. Providing sceptical Digiwarriors with content that is not directly related to Cover-More and not
directly related to selling products builds trust, which connects with the
consumer insight.

The race is on for the global travel and tourism industry to adapt to the changing face of travel and
seek opportunities to appeal to a fast growing market: the millennials. Not only do millennials travel
more than any other generation, they are also more willing to budget more for their trips and are on
track to spend $1.4 trillion on travel each year by 2020. Here are four ways this essential market are
changing the face of travel:
1- The bleisure concept
While business travel used to merely be an added benefit to the job, millennials are increasingly
basing their entire career decisions around the ability to travel, creating a new concept mixing
business with pleasure, bleisure. Millennials are injecting fun into their business trips by adding a
few days before or after trips to explore their destination and recover from the long journey. New
apps and advancing technology make it easy for bleisure travellers to plan ahead and find
restaurants and activities.
2- The changing face of hostels and hotels
Millennials are seeking affordable options for accommodation, and big brand hotel chains are
exploring new lines of hostel-like accommodations to meet the demands of the traveler. With
hostels typically being low cost, prime location and provide social opportunities for travelers to meet
like-minded individuals, its no wonder hotels are feeling the competition. Hilton, the world's largest
hospitality brand, has created hostel-like accommodation for younger guests, with lower prices
and less service.

2. Facebook
With Australians increasingly ending up
in the media for being in hot water
overseas, this is an important industryadjacent topic for Cover-More to discuss.
As mentioned in the consumer insight,
Digi-warriors are extremely visual,
therefore an infographic has been
chosen to be shared through CoverMore's Facebook via the
blog/website. Infographics are a powerful
tool for sceptical consumers as they are
perfect for delivering vast amounts of
content and data. Providing consumers
with fun and simple entertainment is a
great way to build and maintain trust
(Hughes, 2016).

3. Instagram
A third piece of content has been created
to be shared on Cover-More's Instagram.
This piece of content connects to the
consumer insight as engaging in socially
responsible topics on social media has
the ability to build trust with consumers
(Gleeson, 2012). Instagram is also a very
visual platform, which appeals to the
highly visual Digi-warriors.

Campaign Calendar
20 Feb - 20 March 2017

The campaign calendar above is for the months of February/March. Google search
trends (see table below) shows a steady increase in travel insurance search terms over
January/February, and this campaign seeks catch the tail of this increase in interest,
when people have their holidays planned and they are looking to book their travel
insurance. There are also many popular world-wide festivals and events around that
time that Digi-warriors are interested in, such as Coachella, Tomorrowland, and Earth
Hour, therefore it is a good time to increase engagement with this target market.

Search pattern of terms relating to 'travel' in Australia (Google Trends, 2016).

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Appendicies
Appendix A: Monthly blog posts and traffic
(Hubspot, 2016.

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References
Capgemini. (2012). Leveraging social media across the insurance life-cycle: how integrating social
media can significantly benefit insurers. Retrieved from https://www.au.capgemini.com/resourcefile-access/resource/pdf/leveraging_social_media_across_the_insurance_lifecycle.pdf
Davis, J. (2012). The 5 easy steps to measure your social media campaigns. Retrived from
https://blog.kissmetrics.com/social-media-measurement/
Gleeson, B. (2012) 6 ways brands build trust through social media. Retrieved from
http://www.forbes.com/sites/brentgleeson/2012/10/31/6-ways-brands-build-trust-through-socialmedia/#14f075d3a128
Google Trends. (2016). Explore Trends. From Google Trends :
https://www.google.com.au/trends/explore
Hughes, B. (2016). How to optimize your social media posting frequency. Retrieved
from https://socialmediaweek.org/blog/2016/03/optimize-social-media-time/
Kolowich, L. (2015). How often should companies blog [new benchmark data]. Retrieved from
http://blog.hubspot.com/marketing/blogging-frequency-benchmark
Lee, K. (2014).The Social Media Automation Strategy Every Marketer Needs
https://blog.bufferapp.com/social-media-automation-guide
Manzoor. (2016). Using social media marketing for competitive advantage. Retrieved from
http://www.igi-global.com.ezp01.library.qut.edu.au/gateway/book/139333
Ozuem, W., & Bowen, G. (2016). Competitive social media marketing strategies (1st ed.). Hershey, PA:
Business Science Reference, an imprint of IGI Global.Retrieved from
http://qut.summon.serialssolutions.com.ezp01.library.qut.edu.au/2.0.0/link?t=1477946442860
Sensis. (2016) 2016 sensis social media reports. Retrieved from
https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF

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