Raincoast Adventures

Social Media Strategy

TABLE OF CONTENTS
1. Executive Summary, November 2014

2. Social Media Audit

a. Social Media Assessment, November 2014

b. Traffic Sources Assessment, May 2014 - October 2014

c. Customer Demographics Assessment

d. Competitor Assessment

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results, November 2014 - January 2015

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 1

EXECUTIVE SUMMARY
Our major social media priorities for 2015 will be growing our online following and community.

The primary focus will be to support revenue goals through driving more traffic to our website by sharing more
engaging, relevant content and building deeper relationships with our customers.

Two major social strategies will support this objective:

1. A plan to increase the volume of content we publish to our social profiles.

2. Encourage conversations and discoverability of content.

SOCIAL MEDIA AUDIT

The following is an audit of Raincoast Adventures Inc. social media presence to date. It includes an assessment of all
social networks, web traffic, audience demographics, and a competitor analysis.

Social Media Assessment

Data as of November 1, 2015

Social URL Follower Average Weekly Average Engagement

Network Count Activity Rate
#interactions / reach

Twitter twitter.com/ 6300 12 posts per week 2.5%

Raincoast ADV
Facebook facebook.com/ 5500 3 posts per week 3%
RaincoastAdventures
Instagram instagram.com/ 8800 2 posts per week Average interactions per post = 290
raincoastadv
LinkedIn linkedin.com/ 300 1 post per month 0%
RaincoastAdventures

Social Media Assessment:

At present time, the highest number of interactions per post occurs on Instagram (engagement rate cannot be
calculated at present time.) Little to no interactions occur on LinkedIn and the closing of that channel should be
considered moving forward.

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 2

Website Traffic Sources Assessment
Timeframe: Monthly average, May 2014 to October 2014

Source Volume Percentage of Conversion Rate

Overall Traffic

Twitter 1000 unique visits 5% 2.3%

Facebook 3000 unique visits 20% 1.8%
Instagram NO DATA NO DATA NO DATA
LinkedIn 200 unique visits 0.5% .02%

Traffic Summary:
At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate (conversion goal =
ticket purchase) lags slightly behind Twitter at 1.8% and 2.3% respectively. Although no direct traffic data is available
for Instagram, many social interactions occur on this network.

Audience Demographics Assessment

Survey distributed in June/July via email and upon visitor registration. Total applicant responses: 1500

Age Gender Primary Secondary Primary Secondary

Distribution Distribution Social Social Need Need
Network Network
60% 18 - 30 55% Female 50% Facebook 40% Instagram Checking it off the Being adventurous
bucket list and/or with friends and/or
30% 31 - 40 45% Male 30% Instagram 20% Facebook doing something partner
thrilling
10% 41 - 55 15% Twitter 20% Twitter

10% 56 - 80

Audience Demographics Summary:

An overwhelming majority of survey respondents are in the 18 - 30 age group. Facebook and Instagram are their
core social networks. Excitement, thrill and adventure are primary motivators for visiting the park. Energies should
be dedicated to further develop Instagram content and engagement.

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 3

Competitor Assessment

Competitor Social Media Strengths Weaknesses

Name Profile

FunFun Tours FB: FunFunTours Frequent visually distinct,
branded posts with a lot of
audience interaction. Each
photo is done in a themepark
style frame, easily recognizable
as a FunFun Tour post.
ZippityZipZap Instagram: Branded hashtag
ZippityZipZap #zippityzipzap is used a lot by
visitors - good source of user
generated content
Crazy Thrills Park TW: CrzThrillsPrk Adventure style GoPro
photography gets a lot of
engagement and retweets. Use
of HQ, engaging, short videos
of real customers - powerful
emotional draw.
One way conversation -
comments and questions from
the audience go unaddressed
Infrequent posting, brand
seems unfamiliar with the
platform. Dont make use of user
generated content.
10 promotional tweets per
day get low engagement and
negative commentary from their
followers. Sample tweet from
follower Stop spamming my
feed!!!

Competitor Assessment Summary:

The above analysis focused on three major competitors with a strong social presence on Facebook, Instagram and
Twitter, respectively. High quality visual content is a major driver of engagement with their audiences, and the use
of a unique brand hashtag generates many brand mentions on Twitter. Areas where the competition has room for
improvement is centered around 2 way communication and listening to audience feedback.

SOCIAL MEDIA OBJECTIVES

In 2015, the primary focus of our social media strategy will be to support revenue goals by driving more traffic to
our website from our social channels. In order to do so, our social media priorities will be growing online following +
community by sharing more engaging, relevant content and building deeper relationships with our customers.

Some specific objectives include:

1. Increase unique visitors from social properties to website by 30% in 6 months via:

a. Increased brand awareness through increased mentions on Twitter

b. Increased use of brand hashtags across all social platforms

2. Increase Instagram followers by 3000 in 6 months.

3. Increase volume of visual content published on Facebook and Instagram channels by 40% in 6 months.

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 4

KPIs Key Messages
1. Number of unique visitors from Facebook, Twitter A Thrilling Adventure in the Heart of the City
and LinkedIn
Fearless Fun with Friends
2. Number of Instagram followers

3. Number of weekly photo and video posts to

Facebook and Instagram

4. Sentiment analysis

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe our brand: When interacting with customers we are:
Adventurous Encouraging

Fearless Solution-oriented

Bold Friendly

Fun

STRATEGIES AND TOOLS

Paid:
Every Friday boost most popular organic Facebook posts for the weekend. The post must have a minimum organic
reach of 75, as well as a minimum of 5 likes or 3 comments.

Owned:
Introduce the use of #FearlessFriends to company Instagram posts. Encourage adoption by customers and source
a minimum of 1 piece of user-generated content per week to regram/shout out. Promote hashtag across all social
properties, email newsletters as well as printed promotional material.

When customers arrive for registration mention the hashtag and encourage them to use it if they plan on taking
photos of their visit.

Earned:
Monitor Twitter for keywords and terms: bungee, zipline, ziplining, Vancouver holiday, Vancouver vacation. Extend
50 discount codes to warm leads/prospects over the course of 3 months = unexpected delight.

Partner with 5 extreme athletes and develop an influencer/advocate relationship. Co-develop a 5 piece video series
Vancouver Days to be shared on partner site and social channels. Content to be re-posted to our social channels.

Tools
Approved Tools Rejected Tools Existing Subscriptions/Licenses

Hootsuite N/A Kapost

uberVU Vimeo

Qualaroo

Photoshop

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 5

TIMING AND KEY DATES
Holiday Dates Internal Events

Valentines Day July 25th + 26th - Community Forest Restoration

Event
Victoria Day (Long Weekend)
December 14th + 15th - Community Food and Toys
Canada Day (Long Weekend) Drive

BC Day (Long Weekend) Reporting Dates

Labour Day (Long Weekend) Reporting will occur once a quarter in February,
May, August and November. Precise dates TBA.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Marketing Director - Kimberly Jang Supporting Social Media Team Members

Social Media Manager - Rob Mathew Ryan Chynces (social ads support)

Social Media Coordinator - Allison Russell Josephine Smith (customer support - social media)

SOCIAL MEDIA POLICY

Social media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with
customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and
representative of Raincoast Adventures you are expected to demonstrate best practices and a sense of etiquette in
your use of social by following some simple guidelines:

Be respectful to all Dont slag the competition

Use common sense Excited about a company event or campaign? Feel

Stay out of trouble (dont start a fight or post
something thats illegal)
Be polite, not rude or insensitive
free to spread the word to your networks.
Not sure if your social message is up to par? Ask
before you tweet - were here for you.

Be the solution, not the problem

Be nice to strangers

Act helpful to customers

Raincoast Adventures is serious about the appropriate use of social media by our employees. Violation of the
Raincoast Adventures social policy may result in corrective action, up to, and including, termination. You may also
be subject to legal action, including criminal prosecution. The company also reserves the right to take any further
action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or
anyone on the HR team.

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 6

CRITICAL RESPONSE PLAN
Scenario 1 - Inappropriate Tweet Sent from @RaincoastADV
Action Plan

1. When Tweet is detected:

Take screenshot (on Mac press: Command+Shift+ 3)

Delete Tweet

Alert Rob Mathew (Social Media Manager). If Rob unavailable, alert Kim Jang (Marketing Director.)

2. Rob to sync with Kim to discuss impact and reach, and evaluate further action.

3. Rob to develop appropriate follow up Tweet, Kim to approve.

4. If media has picked up the Tweet, Kim to manage all direct contact. If Kim is unavailable, Jeff (Owner) will manage
all contact.

5. Kim and Rob to sync with employee responsible for publishing the Tweet to see if disciplinary action is required.

Pre-approved messaging:

NO PRE-APPROVED MESSAGING IN THIS SCENARIO

Messaging will be dependant on the nature of the tweet - to be developed by Rob and Kim.

Scenario 2 - Structure Collapse, no injuries

e.g. Zipline structure collapse/ Equipment Failure
Action Plan

1. Site crew to alert Jeff (Owner). Jeff to alert Kim Jang (Marketing Director).

2. Kim to sync with Jeff and Rob (Social Media Manager) and evaluate the number of social media mentions of the
situation.

3. If media has picked up the incident, Kim to manage all direct contact. If Kim is unavailable, Jeff will manage all
contact.

4. Rob to push messaging to social channel where the news broke first. Continue to monitor the spread of the
news to other social channels and push messaging there as necessary.

5. Kim and Jeff to evaluate the need for a longer statement and write one, if necessary.

6. Kim, Rob and Allison (Social Media Coordinator) to continue monitoring the situation and bring in Derek Saddler
(Social Media Coordinator), Ryan and Josephine(Supporting Social Media Team Members) as needed.

Pre-approved messaging:

Twitter: Were happy to report no injuries occurred in todays incident. Park is closed, well let you know when we
re-open.

Facebook: An incident occurred today with one of the structures. Were happy to say no one was injured. In order
to investigate and protect the safety of our visitors and staff, the park will be closed for the rest of the day.

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 7

MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting Period: 3 months
Data as of February 1, 2015

Website Traffic Sources Assessment

Timeframe: Monthly average, November 2014 to January 2014

Source Volume Percentage of Conversion Rate

Overall Traffic

Twitter 1100 unique visits 12% 2.3%

+ 10% growth
Facebook 3300 unique visits 27% 1.8%
+10% growths
LinkedIn 210 unique visits 3% .02%
+5% growth

Social Network Data

Timeframe: as of February 1, 2015

Social URL Follower Average Engagement

Network Count Weekly Rate
Activity
Twitter twitter.com/ 7000 18 posts per week 4%
RaincoastADV +11% growth +10% increase
Facebook facebook.com/ 6900 9 posts per week 6%
RaincoastAdventures +25% growth +300% increase
Instagram instagram.com/ 9700 6 posts per week average interactions
raincoastadv +10% growth +300% increase per post = 450
LinkedIn linkedin.com/ 230 1 post per month 1.5%
RaincoastAdventures +15% growth no change

Our Instagram following has grown by 1100 in 3 months, on track to hit the target of 3000 followers in a 6
month timeframe. Its important to note that the average interactions per post have increased by 55% from 290
to 450.

The social content team has done a remarkable job of curating and creating great visual content. We have far
surpassed our goal of increasing visual content by 40% in 6 months on Facebook and Instagram and achieved
a 300% increase on both channels. A key tactic to this growth has been our ability to track user generated
content with the #FearlessFriends hashtag and share it on our networks. This content is received very well
within our community.

We elected to keep LinkedIn open to serve the upcoming Spring/Summer hiring season. A greater focus on
developing company culture-centered content for this channel should be considered. Some assets created for
our Facebook and Instagram channels may be repurposed here.

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 8

#FearlessFriends Hashtag Performance
Between November 1, 2014 and February 1, 2015 the hashtag was mentioned 3500 times on Twitter and 1500
times on Instagram.

30 Instagram posts published with the hashtag yielded higher than average numbers of comment interactions,
typically involving users tagging their friends in the comments.

Qualitative KPIs
Sentiment Analysis

An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:

an abundance of positive sentiment from customers following their visit. This includes shout outs, sharing
photos and stories of their experience and recommendation of the park to their friends/followers.

the biggest driver of negative sentiment is related to pricing. Customers express frustration about the price
point of tickets/inaccessibility.

Proposed Action Items

Continue #FearlessFriends Campaign

Consider #RandomActsofAdventure campaign to gift 50 tickets to social followers/community members in the

run up to Victoria Day.

Prepare a mission statement and content strategy for LinkedIn for the upcoming hiring season.

RAINCOAST ADVENTURES SOCIAL MEDIA STRATEGY 9