Discuss about the Expectation And Outcome Of Reserve Network.
|
Criteria |
Examples or observations |
Rating 1 to 10 |
|
Broad vision of how digital media can transform the company |
– Vision to protect the Great Barrier Reef from degrading by preventing water pollution – Raise international awareness to stop marine pollution that significantly threatens the existence of the Great Barrier Reef – Encourage more environment protection organizations who are willing to take suitable actions for saving the Great Barrier Reef |
7 |
|
Integration of marketing, IMC and digital strategy |
– Consistent with Australian tourism and marketing policies – Promote the Great Barrier Reef Tourism schemes for the national and foreign visitors – Raise awareness among tourists to not pollute the marine waters near the Great Barrier Reef – Spread the importance and value of the Great Barrier Reef in Australia |
6 |
|
Digital strategy (please articulate) |
– Digital strategy focused on spreading knowledge around the world regarding the importance of coral reefs in the marine ecosystem – Development of a strategy to spread word regarding how the barrier reef can be protected from the harmful effects of the marine pollution – Start a number of online campaigns for people to come forward and donate resource to develop several activities aimed at cleaning marine waters |
5 |
|
Evidence of search activity |
– Online searches that were conducted through various search engines were very much evident from the first few pages of results generated by providing the main keywords – The Great Barrier Reef is one of the most widely searched topics around the world and it proves that there is significant interest among the people regarding the same – The Great Barrier Reef has also appeared in top 10 trending list in various social media websites |
10 |
|
Strategically consistent, company-created brand messages |
– The main ideas and messages spread through various campaigns and advertisements have found to be very much consistent with the main visions and objectives of the Barrier Reef support project |
7 |
|
Degree of company involvement in community management |
– The company is very responsive to the tourist queries and provides suitable accommodations and tour packages for national and international tourists – The online website provides very informative online brochures regarding the history and importance of the Great Barrier Reef – The online website also promotes awareness among the visitors to help protect the Great Barrier Reef |
8 |
|
Digital and social media tools used by the company for community management |
– The company website is very much present in various social media platforms like Facebook and Twitter where it promotes the importance and tour experiences of the Great Barrier Reef – The website and social media pages use modern 360° photography technology for posting various attractive views of the Great Barrier Reef – It also spreads various promotional campaigns for the Great Barrier Reef Tourism |
7 |
|
Frequency of use of digital and social media tools |
– The most favoured social media platform is Twitter with an average of 15 tweets per day regarding the Great Barrier Reef – Facebook is also a favoured platform with at least 5 posts every day – The company also publishes newsletters in different social media platforms for conducting various campaigns |
6 |
|
Examples of content shared |
– Numerous photos including still captures, 360° pictures and others – Tour videos including tourist videos, promotional videos and others – Newsletters with very informative content – Twitter posts with the use of hashtags for trending the topic on the media |
9 |
|
Strategic user engagement |
– It is involved with a large number of promotional and other active causes and hence, the target audience consists of a wide population around the world – The use of social media promotes the spreading of word and campaign over a large target audience – Promotion of campaigns throughout various advertisements in different websites enable them to reach an even bigger segment of target audience |
7 |
|
Measurement of digital performance |
– Very highly distinct attempts have been made to capture necessary information from the Great Barrier Reef – The website enables a user to create an online profile and then provide more informative content to the already existing database – Takes active actions to promote campaigns through social media |
8 |
*Where 0 indicates a lack of achievement and 10 represents optimum achievement.
The digital audit has proved that the company has performed significantly well in promoting its main vision and objective i.e. to promote the history and importance of the Great Barrier Reef. The company has a specific website that provides highly informative content to the site visitors. The vision of the company, as evident from the digital audit, is to spread awareness around the world regarding the protection of the Great Barrier Reef by preventing and reducing marine pollution. The frequent activities of the company in various social media platforms like Facebook and Twitter proves that the company has performed well as using the social platforms for the benefit of the Great Barrier Reef. The overall score of 80 out of 100 proves beyond doubt regarding the part of vision the company has been able to achieve till now. However, there is further room for development and the company should continue to increase the promotional activities as well as promote their own campaigns.
Develop Mobile App – The company will be able to reach more target audience if they develop a dedicated mobile app for the website. In addition to the informative content, the app can also have the features like downloadable HD wallpapers, videos, quiz games and others that will attract even more number of people.
Social Media Promotion – In addition to the frequent posts made in the social media platform, the site can host a number of other activities like online polls, quiz sessions with attractive rewards, online selling merchandize like t-shirts and posters and others.
References
Authority, G. B. R. M. P. (2014). Great barrier reef outlook report 2014.
Ainsworth, T. D., Heron, S. F., Ortiz, J. C., Mumby, P. J., Grech, A., Ogawa, D., … & Leggat, W. (2016). Climate change disables coral bleaching protection on the Great Barrier Reef. Science, 352(6283), 338-342.
Hughes, T. P., Day, J. C., & Brodie, J. (2015). Securing the future of the Great Barrier Reef. Nature Climate Change, 5(6), 508.
Georgiou, L., Falter, J., Trotter, J., Kline, D. I., Holcomb, M., Dove, S. G., … & McCulloch, M. (2015). pH homeostasis during coral calcification in a free ocean CO2 enrichment (FOCE) experiment, Heron Island reef flat, Great Barrier Reef. Proceedings of the National Academy of Sciences, 112(43), 13219-13224.
Emslie, M. J., Logan, M., Williamson, D. H., Ayling, A. M., MacNeil, M. A., Ceccarelli, D., … & Miller, I. R. (2015). Expectations and outcomes of reserve network performance following re-zoning of the Great Barrier Reef Marine Park. Current Biology, 25(8), 983-992.
Williamson, D. H., Harrison, H. B., Almany, G. R., Berumen, M. L., Bode, M., Bonin, M. C., … & Jones, G. P. (2016). Large?scale, multidirectional larval connectivity among coral reef fish populations in the Great Barrier Reef Marine Park. Molecular ecology, 25(24), 6039-6054.
Fabricius, K. E., Logan, M., Weeks, S. J., Lewis, S. E., & Brodie, J. (2016). Changes in water clarity in response to river discharges on the Great Barrier Reef continental shelf: 2002–2013. Estuarine, Coastal and Shelf Science, 173, A1-A15.
McCook, L. J., Schaffelke, B., Apte, S. C., Brinkman, R., Brodie, J., Erftemeijer, P., … & King, B. (2015). Synthesis of current knowledge of the biophysical impacts of dredging and disposal on the Great Barrier Reef: report of an independent panel of experts.
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