KariJPeters

Introduction to “Kari Kari”

Chat
Andre: What's all of this? I wanted your top goals that you'd aim to achieve in three, six and 12 months.
Kari: You met "Interview Kari" on Tuesday. I believe that it's difficult to get a grip on a person in one hour so this is an introduction to "Kari Kari" to give you a better idea of who you're hiring. I've also thought about my top three priorities for the business very carefully.
Andre: And? What did you come up with?
Kari: In summary, my number one priority is to drive social media aggressively to grow our community. You will see why below. Second is to build an f-commerce platform to accept bookings and make sales in Facebook. Trust me! You will be the first SA travel company to do it, which in itself, I intend to get maximum PR for. The third thing will really happen right from the beginning and endure throughout. It's about putting a smart integrated marketing communication strategy in place and positioning each team member correctly to achieve this strategy efficiently. Here, I will aim to grow our PR network, innovate and refine our content strategy, drive the email strategy harder in sync with all marketing communications and apply every shred of my web analytics, usability testing, best pracs, persuasion/emotion/trust principles and user experience knowledge to make the sites run more effectively. I will measure progress as a daily passion to ensure that the business we get from the sites exceeds your ROI in me and development. With every good strategy, there has to be a good team behind it, so my focus will not only be on the business side but on the people within the team. I will identify each member's skills, look for opportunities of growth, knowledge-share and encourage the team. There's no use being a manager unless you can pull everyone together to reach one common goal.
The purpose of this video (only the second video I have ever produced like this) is to show you that although I have strong contacts in the media industry, many of them in travel publications, I am the type of person who lives the brand and gets stuck into areas that I haven't been entrenched in. Having used Trip Advisor often, I watch the site and e-newsletters like a hawk. My work at Media24 has enabled me to do a lot of research into travel applications and I have been involved in working on the travel application for Media24, as well as the accommodation portal. That means that I can't wait to jump in, analyze our sites and business from the stats point of view, SEO point of view, content, communication, social media, usability and competitor points of view.
Andre: Sounds brilliant! Will we take over the world?
Kari: Let's try!
1. Have a Kick-@%$$ Social Media Strategy in Place (3 months)
Social media is a significant traffic source for 78% of travel sites in the UK. That’s what Econsultancy says! I’m going to push us hard in the first three months to start dominating on Facebook, Twitter, Youtube - DiscoverAfrica and OverlandingAfrica TV channels and Flickr. You name it!
(We won’t forget to back this up with a kick-@%$$ content strategy and line-up on the sites).

1. Have a Kick-@%$$ Social Media Strategy in Place (3 months)

Social media is a significant traffic source for 78% of travel sites in the UK. That’s what Econsultancy says! I’m going to push us hard in the first three months to start dominating on Facebook, Twitter, Youtube - DiscoverAfrica and OverlandingAfrica TV channels and Flickr. You name it!

(We won’t forget to back this up with a kick-@%$$ content strategy and line-up on the sites).

2. Have F-Commerce Implemented to Accept Bookings in Facebook (6 months)

Have a look at the F-Commerce Ecosphere pic. It’s exciting stuff when you consider that people can now buy and book within Facebook. If we expand our offering there, we have potential to grow faster.

3. Pimp DiscoverAfrica Out Like it’s Hot (12 months)

It is hot! What am I talking about. When everyone finds out that there’s no other choice, that they want to book a safari through DiscoverAfrica above any other tour operator, we’ll be hot property. So how do we get there?

I’m thinking PR - but more.

I’m thinking inbound linking - but more.

I’m thinking such a clear communication strategy that we will know exactly what message we need to push and when, in social media, e-newsletters and every avenue that we go down. They will work like cogs in a wheel towards the same aim, making the engine run like a dream and pick up speed.

I’m thinking exciting campaigns that will get people talking like:

  • Tribe Wanted - Remember the Voluntourism idea we were talking about? I have plans for this, having watched this concept carefully for about five years since they launched.
  • Best Job in the World - This is also a concept that I have followed from the start, wanting to run a similar project.
Hire Me!

I’ve got the experience that you’re looking for. I know how to build a community. I know how to run a content and e-commerce site. I know how to communicate with readers and find more to add to the pot. I know how to drive traffic with video and viral campaigns. I know how to manage a team. And I know a bit more (across usability, mobile, apps, design, dev and Ning) that you didn’t ask for. But the real benefit to you is that you’ve found someone who is truly:

  • Nuts about travel
  • E-commerce focussed and business minded
  • Creative!!!

I want to take ownership of the sites and build the business up to a new level, as if it was my own. Most importantly, I am excited, and that energy will show through the sites.

One Secret You Didn’t Know About Me

My dream job was to work for Getaway magazine because of my passions for travel and marketing. They are the reason why I went into publishing (and later did a course in travel writing)! I applied for a marketing job at Ramsay and at Touchline. Through my student work and new connections at Getaway (who were ex-Touchline), although they didn’t have a position for me, I got the job at Touchline. My dream may have developed from marketing to e-marketing, but travel remains the same. The reason why you’d have my all is because this job would be the manifestation of my dream.

Contact

Email: kari.j.peters@gmail.com

Cell: 082 385 7757

Twitter: karijpeters

Skype: kari.j.peters

Digital Marketer, Social Media Fundi, Content and Email Strategist, Search Engine Marketer, Entrepreneur and lover of all things wine, whiskey, water and travel.