Thursday, 02 June 2022 11:45

2022 Tourism Skills Assessment Task Grade 12 Questions, Answers and Memorandum

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Grade 12 (Task 2)
Exemplar-Tourism Skills Assessment Task
Scenario: World Heritage Site Tour – Itinerary and Social Media Skills

TEACHER INSTRUCTIONS
Dear Tourism Teacher
This task will assess:

  • Content knowledge of tour plans; route planning; choice of transport, accommodation, tourist attractions and activities; and compiling a day-by-day itinerary.
  • Applying the content of tour plans; route planning; choice of transport, accommodation, tourist attractions and activities when drawing up a day-by-day itinerary.
  • The display of 21st Century skills.

Tourism CAPS Reference:
“Tour plans; route planning; choice of transport, accommodation, tourist attractions and activities; and compiling a day-by-day itinerary”
Term 1 Week 4-6 of the 2022 National Recovery ATPs is assessed in this task.
The CAPS also requires the learner to be able to identify and solve problems and make decisions using critical and creative thinking; to collect, analyse, organise and critically evaluate information and so much more.

The skills that are applied:

  • Tour planning skills in drawing up a more complete day-by-day itinerary
  • Route planning skills whilst considering various itinerary options
  • Itinerary compiling skills during the completion of a basic itinerary with details from given resources
  • Decision-making skills in choosing accommodation, transport, tourist attractions and activities
  • Social media skills by analysing and comparing social media platforms for advertising purposes
  • Critical thinking skills when analysing the advertising potential of social media platforms for tours or itineraries
  • Entrepreneurial skills through motivating a marketing strategy of own drafted tour itinerary
  • Problem based learning identifying risk factors on various social media platforms as well as process reflection.

It is expected of each Grade 12 Tourism teacher to compile a Marking Guideline. Please DO NOT purchase ANY marking guideline or resources from the internet or social media or from any other source. It can jeopardise an active assessment to the extent of the assessment being declared invalid. When you prepare your own marking guidelines, you will know how to prepare your learners for the task BEFORE the scheduled assessment session/s takes place under examination conditions.

2022 Gr12 Task 2: Itinerary Tourism Skills Assessment Task
NAME OF THE SCHOOL: ____________________________ TOTAL: 50 marks
EXAMINER: ________________________MODERATOR: ______________________

LEARNER INSTRUCTIONS
Study the scenario below and then follow the instructions to complete the task within the prescribed time limit under controlled examination conditions. You need to apply the information gathered from the content (textbook) together with the resource documents (pages 12-19) provided to you. It is also required to display the ability to access and use social media and other skills required.

Scenario
FOUR friends - with an interest in cultural geography and nature - from North America, Asia, Europe, and Australia respectively, fly to Johannesburg for a 10-day holiday together. They visit THREE World Heritage Sites located in South Africa.
On Day 1 the four cultural geographers and nature lovers meet up in Johannesburg, after their respective inbound international flights and stay over, and catch-up on their lives, observing the required health protocols. From Johannesburg (Gauteng) they will fly to Durban (KwaZulu Natal) on Day 2 and visit the iSimangaliso Wetland Park. From the town St Lucia, they are transported by road to Mpumalanga on Day 5 to the Barberton Makhonjwa Mountains. The four friends will continue their journey to Limpopo on Day 8 and explore the Mapungubwe Cultural Landscape. The group will then be transported back to Polokwane (Limpopo) and Gauteng on Day 10 for their outbound return flights to their countries of residence.
The basic itinerary for their 10-day tour follows.

World Heritage Sites Tour Itinerary
Day 1:  Arrival at OR Tambo International Airport. Transfer to hotel. Overnight in Johannesburg.
Day 2:  Morning flight to Durban. Drive to the Hluhluwe-iMfolozi Game Reserve. Spend the rest of the day game viewing. Late afternoon drive to St Lucia. Overnight in St Lucia.
Day 3:  Early morning Whale Watching Tour (November). Return mid-morning. Afternoon Boat Cruise on the Lake St Lucia estuary (ending of a large river at the sea). Overnight in St Lucia.

The ongoing river, marine (sea), and wind processes in the iSimangaliso Wetland Park have created a variety of landforms, including coral reefs (a ridge of rock in the sea formed by growth of coral; the hard stony outer skeleton of living small sea animals), long sandy beaches, coastal dunes (sand heaps at the sea shore), lake systems (natural dams), swamps (wet muddy areas), and big areas of reed and papyrus wetlands (water plants with long hollow stems). The interplay of the iSimangaliso Wetland Park's environmental variety, with major floods and coastal storms and a location between subtropical and tropical Africa, have resulted in an outstanding variety of species. The different landforms and habitat types create beautiful scenes. The site contains critical habitats for a range of species from Africa's marine (sea), wetland, and grassland environments.

Day 4: Morning Bicycle Cultural Tour in iSimangaliso Wetland Park. Evening and late-night Turtle Tour along the beach front. Overnight in St Lucia.
Day 5: Road transfer to Barberton Makhonjwa Mountains. Late afternoon museum visit. Overnight in Barberton.
Day 6: Full day guided tour along the Barberton Makhonjwa Geo Trail. Overnight in Barberton. The Barberton Makhonjwa Mountains with its ancient volcanic rocks is one of the world’s oldest geological structures (physical substances that the earth is made up of), and this is of great significance for understanding the natural world. This World Heritage Site has the best-preserved volcanic and sedimentary (solids deposited by water) rock which dates back up to 3.6 million years. From this rock it is possible to extract (take out or get) information about early life including the earth’s surface conditions and meteorite impacts.
Day 7: Guided mining tour around Barberton. Overnight in Barberton.
Day 8: Drive to Mapungubwe National Park. Night game drive. Overnight in the Mapungubwe National Park.
Day 9: Morning walk to the river viewpoint. Heritage and Museum Tour of the Mapungubwe Cultural Landscape. Overnight in the Mapungubwe National Park.

Mapungubwe Cultural Landscape is situated against the northern border of South Africa, joining Zimbabwe and Botswana. It is an open, wide savannah (grassland) landscape at the confluence (area of joining) of the Limpopo and Shashe rivers. Mapungubwe developed into the largest kingdom in the southern part of Africa before it was abandoned (left standing) in the 14th century. What is left are the almost untouched remains of the palace sites and also the settlement area dependent upon them, as well as two earlier capital sites, which presents a picture of the development of social and political structures over some 400 years.

Day 10: Shuttled to Polokwane for a domestic flight to Johannesburg followed by a return international flight home.

Take note:
In Section 1 you will be writing out a more complete day-by-day itinerary for the four friends using the provided template and information annexures.
In Section 2 you will investigate social media platforms to advertise this tour as a standard itinerary for a specific target market, doing a comparison of possible platforms and motivate the choice of social media platform made.

SECTION 1: TOUR PLANS, ROUTE PLANNING AND COMPILING AN ITINERARY
You are planning the 10-day tour for the four friends in the scenario.
Use the itinerary template given in Annexure A to write out MORE DETAILS for the 10-day itinerary.
You must plot the basic itinerary given above in the scenario onto the template as the day-to-day planning.
Also use the information on Accommodation (Annexure B) and Transport (Annexure C) for the choices on accommodation, transport, attractions and activities to suit customers’ needs and preferences. Complete it in the Activities, Transport, Accommodation and Attraction columns of the Itinerary template (Annexure A).

  • Their budget allows for 3-star accommodation and they prefer to stay in hotels, guest houses, and some camp units.
    Annexure B provides graded accommodation (mainly from the TGCSA website and those collecting TOMSA tourism levies) that fit their requirements.
  • In the time column each day must indicate morning, afternoon, evening as the 3 main time frames. No other time is required.
  • Use one line (row) in the template for EACH DAY.
  • Ensure that you indicate the transport needed for each day as per the activities. Note that some hotels have shuttles to transfer between a tourism business and the hotel in the same city as the hotel. Also use the information on Transport (Annexure C) for the choice of transport to suit the activities.
  • Look at the example in the template to see how Day 1 was written in the basic itinerary in the scenario, how it is then written onto the template with more details provided like choice of accommodation, transport etc.
  • Ensure that the attractions are indicated for each day. There might be a day without a specific attraction.
  • Ensure that the activities for each day are indicated one after the other in the one line (row) for that day.
  • Remember to be selective from the information, as marks will not be awarded for copying too many unnecessary details from the annexures. Too little information will not meet the requirements of giving more details than that already given in the basic itinerary in the scenario. Ensure the correct balance through correct selection.

1.1 Draw up the 10-day itinerary using the Annexure A template.
The itinerary must include the following complete information in short for all ten days:

  • Day and time (6)
  • Activities (6)
  • Transport (6)
  • Accommodation (6)
  • Attractions (6)

Total: [30]

SECTION 2: SOCIAL MEDIA SKILLS
Read the information below.
After drawing up the itinerary for the four friends’ holiday, you decide to market the 10-day tour as a standard itinerary on social media for other travellers too. Investigate the various social media platforms, compare the various platforms and make an informed choice.

Read the information in your resource pack about social media platforms. (p.17-19)
Watch the following video about various social media platforms:
Video – https://m.facebook.com/watch/?v=236495024130152
A transcript (what is said is typed out in words) can be read in Annexure D of the resource pack if you do not have access to the video.

2.1 After reading the information on the six social media platforms or viewing the video, choose TWO of the social media platforms to analyse and compare.
Analyse the chosen TWO social media platforms in a comparative table, writing in full sentences. Analyse the TWO social media platforms individually according to the aspects indicated in the THREE column headings, namely Column A: Usage and target audience; Column B: Explaining how an itinerary or tour can be placed on this platform; Column C: Identifying problems that may be encountered with opting for this platform.
It is suggested that you turn your page horizontally (landscape view) to create space for the three columns.
Column A is more source-based building up to Column C which is more critical thinking combined with the provided information.
See the table on the next page that must be redrawn in your answer page.
Another possibility is to read the transcript (text) and then watch the video, and thereafter simultaneously follow on the transcript (text) what is said on the video.

Redraw and complete the table below in full sentences:

Column A
Usage and target audience
Column B
Explain how an itinerary or tour can be placed on this platform
Column C
Identify possible problems that may be encountered with opting for this platform
NAME OF FIRST SOCIAL MEDIA PLATFORM HERE:   
NAME OF SECOND SOCIAL MEDIA PLATFORM HERE:   

(12)
2.2 To advertise your 10-day-itinerary in Section 1 to other tourists apart from the four friends the tour was designed for, choose ONE of the TWO social media platforms in the comparative table in 2.1.
Give a well substantiated motivation why this ONE platform chosen will be the best social media platform on which to advertise your 10-day tour. (2)
Total: [14]

SECTION 3: SELF REFLECTION
Complete the following reflection questions:
3.1 Which of Section 1 or Section 2 did you like completing the most? Give the reasons for your preference.
3.2 Which part of completing the Tourism Skills Assessment task did you struggle with the most and why?
3.3 Recommend how you would improve this Tourism Skills Assessment task, giving details of the improvement.
3.4 List the insights that completing this Tourism Skills Assessment task brought to you.
Total: [6]
GRAND TOTAL: 50

ASSESSMENT INSTRUMENT TOURISM SKILLS ASSESSMENT TASK
Note: Each learner must receive his/her own copy of the assessment instrument.
Name of School:
Date:
Name of Learner:
Grade 12:
Name of Teacher:
Mark:

SECTION 1: ROUTE PLANNING AND ITINERARY [30]

Columns 1 and 2 (Day and Time) (6 marks)
Criteria 0 1 - 2  3-4 5-6 T M
Completion of the day and time columns as per instructions and the teacher marking guideline Six or more errors with regards to the day and time columns indicating that the basic requirements have not been met More than three errors made with regards to the day and time columns or with the alignment of the time frames with the rest of the columns. Two or three small errors made with the indication of the day or the alignment of time frames for the morning, afternoon and evening. All 10 days indicated correctly, and all 10 days have correctly indicated and aligned morning, afternoon and evening time frames, or a single minor error was made.    
Column 3 (Activities) (6 marks)
Completion of the activities as per scenario, information annexures and the teacher marking guideline Just too many activities were left out, incorrect, not complete or too many errors in alignment to the time frames. Too many missed details from annexures Many activities were left out, incorrect, not complete or errors made in having activities aligned to the three time frames morning, afternoon and evening. Some details were missed from annexures. Two or three activities were left out, incorrect, not complete or small errors made in having activities aligned to the three time frames morning, afternoon and evening. All activities per day from
Day 2- Day 10 indicated, completely but in short as per example, scenario, information annexures and teacher marking guideline, or a single minor error was made.
   
Column 4 (Transport) (6 marks)
Completion of the transport entries as per scenario, information annexures and the teacher marking guideline Just too many transport entries were left out, incorrect, not complete or too many errors in matching to the activities. Too many missed details from annexures Many transport entries were left out, incorrect, not complete or errors made in matching to the required activities. Some details were missed from annexures and information provided in the task. Two or three transport entries were left out, incorrect, not complete or small errors made in matching to the required activities. All transport per day from
Day 2- Day 10 indicated completely for all activities but in short as per example, scenario, information annexures and teacher marking guideline, or a single minor error was made.
   
Column 5 (Accommodation) (6 marks)
Completion of the accommodation establishments as per scenario, information annexures and the teacher marking guideline Just too many accommodation establishments were left out, incorrect, not complete or too many errors in names of the establishments. Too many missed details from annexures and information provided in the task. Many accommodation establishments were left out, incorrect, not complete or errors made in the name of the establishment. Some details were missed from annexures and information provided in the task. Two or three accommodation establishments were left out, incorrect, not complete or small errors made in the name of the establishment. All accommodation per day from Day 2-Day 10 indicated and correctly chosen as per example, scenario, information annexures and teacher marking guideline, or a single minor error was made.    
Column 6 (Attractions) (6 marks)
Completion of the attractions as per scenario, information annexures and the teacher marking guideline Just too many attractions were left out, incorrect, not complete or too many errors in names of the attractions. Too many missed details from annexures and information provided in the task. Many attractions were left out, incorrect, not complete or errors made in the name of the attraction. Some details were missed from annexures and information provided in the task. Two or three attractions were left out, incorrect, not complete or small errors made in the name of the attraction. All attractions per day from Day 2-Day 10 indicated and correctly chosen as per example, scenario, information annexures and teacher marking guideline, or a single minor error was made.    


SECTION 2: SOCIAL MEDIA SKILLS [14]

2.1 Two Social Media Platforms Analysed (12 marks)
Column A: Usage and target audience Column B: Explain how an itinerary or tour can be placed on this platform Column C: Identify possible problems that may be encountered with opting for this platform T M
The usage and the target audience of the FIRST social media platform are correct. Correct explanation of how the 10-day itinerary or tour can be advertised on the FIRST social media platform, linking the itinerary to the way advertising can be done on the platform. Through critical thinking possible problems were identified when using the FIRST social media platform to advertise, linked to information provided in the resource and further insights.    
The usage and the target audience of the SECOND social media platform are correct. Correct explanation of how the 10-day itinerary or tour can be advertised on the SECOND social media platform, linking the itinerary to the way advertising can be done on the platform. Through critical thinking possible problems were identified when using the SECOND social media platform to advertise, linked to information provided in the resource and further insights.    
2.2 Substantiated motivation of one social media platform (2 marks)
Criteria 0 1 2  
A well substantiated motivation was given of why the chosen social media platform will be the best to advertise the 10-day tour on. Poor motivation was given.
The social media platform chosen is not clear.
Average motivation was given linked to information from the analysis. Insightful motivation was given, not only linked to the comparative table, but demonstrating deeper understanding of the purpose of advertising on social media for own enterprise.  


SECTION 3: SELF-REFLECTION QUESTIONS [6]

Criteria  0 1-2 3-4 5-6 T M
Complete the FOUR self-reflection questions Unable to give a preference and reasons for preference. Unable to indicate which part they struggled with.Unable to recommend improvement. Unable to list personal insights. Able to give some preference but no reasons and able to indicate some parts they struggled with. Few recommendations made lacking details, and average or below-average personal insights. Able to give a clear preference with some reasons and able to indicate a fair number of parts they struggled with.
Good recommendations made lacking some details and some good personal insights given.
Well-written preference with reasons, clear indications of all the parts they struggled with, good recommendations with details of improvement and excellent personal insights.    
        Total: 6  

GRAND TOTAL: 50

RESOURCE PACK - FOR USE WITH SECTION 1 ANNEXURE A

Day Time Activities Transport Accommodation Attractions
Day 1 Morning
Midday
Afternoon
Night
  • Arrival in South Africa
  • Transfer to the hotel
  • At leisure
  • Overnight in Johannesburg at the hotel
  • Arrival flight
  • Walk to the hotel situated at the airport
City Lodge Hotel at OR Tambo Airport  View Johannesburg from the air just before the airplane lands


ANNEXURE B
Mainly 3-star accommodation from TGCSA website alphabetically arranged.

Barberton Manor Guest House*not on website
Location: Barberton, Mpumalanga
A Sir Herbert Baker design which was built in 1927 for a goldmine director. The guest house has 3 rooms with either two single or two double beds per room. It is located in the historic part of the town Barberton, which forms part of the Barberton Makhonjwa Mountains World Heritage Site.
City Lodge Hotel at OR Tambo Airport
Location: Kempton Park, Gauteng 365 rooms near Africa’s busiest airport provides business and leisure traveller's accommodation with immediate access to the airport and to Johannesburg. The hotel has boardroom and conference facilities, a fitness room, a deck with a pool, and a large commercial area with a coffee shop.
Elephant Lake Hotel
Location: St Lucia Estuary, KZN
The Elephant Lake Hotel is located in the iSimangaliso Wetland Park.
The hotel’s viewing deck is perfect for sunsets or seeing hippos. 56 en-suite, air-conditioned rooms with a private balcony or patio are available. A large pool and a restaurant (with free Wi-Fi) serve to cool guests down or cater for their meals.
Golden Gate Hotel and Chalets
Location: Clarens, Free State Nestled in the Maluti Mountains of the north eastern Free State lies the Golden Gate Hotel in the Golden Gate Highlands National Park. The park gets its name from the colours of gold made by the sun on the park's sandstone cliffs. With 54 rooms, the hotel is fully compliant regarding mobility universal accessibility.
Le Grande Chateau Hotel
Location: Parys, Free State Le Grand Chateau offers 20 en-suite rooms in a relaxing atmosphere with air conditioning, DSTV, and a coffee station. Each room is named after a city in France and the pictures in each room are from that specific city.
Leokwe Camp in Mapungubwe National Park*not on website
Location: Mapungubwe, Limpopo
This is the main camp, 11km from the Main Gate, in the spectacular sandstone hills. The camp has 18 units, a swimming pool and sundeck, as well as a central braai area.
New Kings Hotel
Location: Sea Point, Cape Town The New Kings Hotel has views of Lions Head & Signal Hill (Table Mountain) on one side and the Atlantic Ocean on the other side. There are 42 designer rooms, for corporate and leisure travellers. Close to Cape Town beaches, the V&A Waterfront and the City Centre.
Protea Hotel Umhlanga
Location: Umhlanga Rocks, Durban
Most of the 120 rooms have sea-views and are stylishly furnished. Equipped semi self-catering rooms, as well as facilities for disabled guests, are available. The accommodation offers satellite TV and breath-taking sea views of the Indian Ocean.

ANNEXURE C
Information on Transport and some activities

  1. The hotel in Johannesburg is within walking distance of the airport terminal buildings.
  2. Travel the 211 km northwards from the King Shaka International Airport to the Hluhluwe-iMfolozi Park in KwaZulu Natal for Big 5 viewing using a tour company – Mozee Tours. The entry fee at the gate is the conservation fee of R240 per person per day for international adult travellers and discounted to half of that for South African ID or SADC passport holders. After the game viewing drive, transfer with Mozee Tours to the hotel.
  3. A shuttle can be pre-arranged in and around the town of St Lucia from the hotel through Go Safaris. For the early morning Whale Watching Tour (R1450 per person), the tourists must meet at the central booking office of Advantage Tours, which is located in the town of St Lucia, 30 minutes before the time indicated on the pre-booked ticket. The office must also be contacted 2 days before the tour in case changing weather and rough seas and its influence on the tour needs to be discussed with postponement or refund options, because safety is very important. On the day the tour will take 3 hours. Firstly, a 30-minute journey to the boat launch site on the beach with either a 4x4 truck or the Whale Train transport vehicle from the booking office. After a high energy surf launch of the boat through oncoming rolling waves, the boat will be on the ocean for 2 hours for whale watching and viewing of other sea-life. On return, another 30-minute transfer back to the booking office in town with the same vehicle options as with the initial journey. Shuttle back to the hotel.
  4. The hotel’s in-house safari company, Go Safaris, offers a two-hour boat cruise on the St Lucia Estuary (river ending) and Lake St Lucia at R200 per person where hippos and crocodiles can be seen in their natural surroundings.
  5. Shuttle to St Lucia town through Go Safari to the St Lucia Bicycle Tours and Rentals in the morning. Ride in a 3-hour guided Bicycle Cultural Tour in the iSimangaliso Wetland Park for R300 per person. Shuttle back to the hotel after the bicycle tour and relax in preparation for the Turtle Tour after sunset.
  6. The 6-8-hour Turtle Tour will start in the evening traveling in an Open Game Drive Safari Vehicle. A ranger will pick the tourists up at their hotel in St Lucia. The trip through the eastern shores area of the iSimangaliso Wetland Park arrives at Cape Vidal. From Cape Vidal the tour travels along the beach for 28 km to Leven Point in search of nesting turtles (a sea reptile similar to land tortoises that lay eggs) in mid-November. At Leven Point a light dinner and refreshments are served, before returning to Cape Vidal, and then to St Lucia and the hotel. The tour price of R1350 per person includes all conservation levies (amount charged), a light dinner and refreshments. Note that the tour ends after midnight and nocturnal (functioning at night) animals like leopards may be seen along the way.
  7. Take a 6-hour 522km road trip with a luxury transfer vehicle by the Lilizela award winning Simeliza Tours from the iSimagaliso Wetland Park to the Barberton Makhonjwa Mountains along the N2 and N17. Upon arrival in Barberton a late-afternoon pre-arranged visit to the local history museum in town is enjoyed for an hour to stretch some legs after the journey and get background information on the area. Buy a guidebook to the Geo-trail at the museum. Continue to the accommodation in town.
  8. A guide from Rocky Old Earth Tours will join the group of tourists on the Simeliza Tours transport for a full day excursion and picnic lunch. They explore the 38 km Barberton Makhonjwa Geo-trail with its ancient rock formations and 11 geo-sites and interpretation panels along the route, describing the different geological elements (composition of the earth), also with braille labels for the visually impaired.
  9. Leave the accommodation establishment with the Simeliza Tours transport to Barberton Adventures to sign indemnity forms for a guided mining tour. The first stop of the Simeliza Tours vehicle will be the historical Clutha Mine for a 1-hour underground tour. Travel to the Suid Kaap River for gold panning at the second stop. The price of the guided mining tour is R520 per person with group discounts and concessions on request. The tour includes being equipped with gumboots, a shovel and a pan. Lunch at Diggers Retreat (own cost) or a pop-up lunch at a designated picnic spot next to the river at an additional R150 per person can be pre-arranged. The morning tour times are 9:00-12:00.
  10. From Barberton travel by road with Vuntsi Shuttle Services to Mapungubwe National Park (571km – 7 hours and 10 minutes). Guests staying at any of the park’s camps need to check in at the Main Gate Reception area one hour before the gate closing times. All gates close at 18:30. There are no filling stations or ATMs in the park and no cell phone reception in any of the camps. Standard conservation fees for international visitors of R240 per adult per day apply. Members of SANParks’ loyalty programme WILD with proof of identity and their WILD card do not pay conservation fees on arrival. After dinner, a guided Night Drive in a Game Viewing Vehicle will give tourists a unique experience for 2 hours from 19:30 at R318 per adult. A community fund contribution of 1% will be added to the cost of all accommodation and activity reservations.
  11. Early morning walks to the confluence (where two rivers join) of the Shashe and Limpopo rivers, which is also the point where 3 countries (South Africa, Botswana and Zimbabwe) on either side of the rivers meet. There are viewpoints overlooking this unique feature. Experience the 3-hour Heritage and Museum Tour Package at R298 per adult later in the day.
  12. On the final day Vuntsi Shuttle Services will transfer the group after a late breakfast on a scenic drive to Polokwane International Airport for a domestic flight to OR Tambo International Airport in Gauteng (R1199 per person) for their evening flights back home.

RESOURCE PACK- FOR USE WITH SECTION 2
ANNEXURE D

Transcript of the Video
Are you seeing success with your social media advertising? Marketing that matter (written on screen)

Hey, everybody, it’s me, Shana Haynie. Inbound Marketing Manager at Hearst Bay Area and today we are going to talk about social media advertising.

In today's world, there's genuinely no business that can't benefit from a solid social media advertising strategy.

However, many business owners still believe that social media ads don’t work and are too overwhelmed to even get started.

So, in this quick video I’m going to give you an advertising run down on six popular social networks. So, you can decide which one might be the best fit for your business.

Ultimately if you don’t want to waste your budget on irrelevant eyeballs. You’ll want to choose platforms where your target customers like to hang out. So, keep that in mind as we go through each model/channel. Let’s jump in.

Social Media Ad Platforms: What you need to know
Facebook
Arguably the world’s largest social media platform, 69% of American adults have a Facebook profile, and more than half of online adults in the U.S. aged 65 or over are now using the platform, making it a goldmine for advertisers looking to reach an older audience. Your Facebook ads can be a set up to serve a number of goals like generating on-channel engagements, driving website traffic, or collecting e-mail information. And, you can use videos, photos or simple texts as your ad content.

Instagram
Instagram currently has around 500 million daily users, and while it is owned by Facebook, the audience skews a lot younger. The largest age group on Instagram is individuals aged 13 to 17, with more than 70% of these individuals active on the platform, followed closely by ages 18 to 29, with 67%. Instagram revolves around photos, so the visuals in your ads are crucial here. If your business is highly visual with an engaging offering, Instagram is a great way to advertise.

Twitter
Twitter is a fast-paced network known for its short and punchy content. As of 2019, Twitter had 330 million monthly active users. 24% of men and 21% of women use the platform, and the largest age group is individuals aged 18 to 29. If you’re looking to distribute a message targeted to a young group in a specific location, you may consider investing in promoted tweets. Or, if you want to grow your following, you can promote your account.

LinkedIn
LinkedIn provides a place for employees and potential employers to connect, and currently has more than 260 million monthly active users. More than half of college-educated individuals use LinkedIn, and 49% of individuals making more than $75,000 a year use the platform, making LinkedIn a great place to reach a professional audience. Ads can cost more on this channel than others though, so make sure that you have your budget figured out before you begin testing.

Snapchat
Today, Snapchat sees around 210 million daily active users, most of whom are on the younger side. 69% of kids aged 13-17 use Snapchat, as do 62% of adults between the ages of 18 and 29. Advertisers can invest in attachment ads, which use videos or GIFs and appear between users' Snapchat Stories, or Filter ads, which are sponsored filters that users can put with their own content for decoration and personalization. The majority of Snapchat users make less than $30,000 per year, so this channel is best for brands that offer low dollar products targeting a young audience.

TikTok
TikTok users create short videos featuring lip-syncing, dancing, and comedy bits, and the platform currently has more than 800 million monthly active users, 41% of users are aged 16 to 24, and more than half of the apps’ audience is under the age of 34. TikTok advertising starts with Brand Takeover ads, where a brand will appear in images, videos, or GIFs with a link to send users to that company’s landing page. Since TikTok is relatively new and continually evolving, it's smart to keep a close eye on the platform no matter what industry you are in. As of now, brands targeting young audiences will do best, but TikTok could likely evolve to attract older audiences, too.

Watch the following video about various social media platforms:
Video – https://m.facebook.com/watch/?v=236495024130152
A transcript (what is said is typed out in words) can be read in Annexure D of the resource pack if you do not have access to the video.
Another possibility is to read the transcript (text) and watch the video, and then simultaneously follow what is said on the video on the transcript (text).
For the learner with a hearing impairment: Subtitles on the video
For the learner with a visual impairment: Audio on the video as well as the possibility that the transcript can be read at a slower pace or recorded in a familiar accent.

QUESTION 1 – ITINERARY

DAY TIME ACTIVITIES TRANSPORT ACCOMMODATION ATTRACTIONS
1 MORNING Arrival in South Africa Inbound flights   View Johannesburg from the air just before the airplane lands
  MIDDAY Transfer to the hotel Walk to the hotel situated at the airport    
  AFTERNOON
NIGHT
At leisure
Overnight in Johannesburg a the hotel
  City Lodge Hotel  
2 MORNING    Morning flight to Cape Town
Airport shuttle to hotel
   
  MIDDAY Cable Car trip up the mountain. City Sightseeing Red bus   Table Mountain
  AFTERNOON
NIGHT
At leisure   New Kings Hotel  
MORNING Viewing the penguins habitat Luxury double decker coach – Cape Point Explorer   Boulders beach
  MIDDAY   Flying Dutchman funicular
Hike
  Cape Point Nature Reserve
Cape Point
  AFTERNOON
NIGHT
Coastal Drive   New Kings Hotel  
4 MORNING Tour of Robben Island Red bus to V & A
Waterfront and then take a Ferry to Robben Island
  Robben Island
  MIDDAY Relax and explore V & A Waterfront     V & A Waterfront
  AFTERNOON
NIGHT
Return to hotel and at leisure Red Bus New Kings Hotel  
5 MORNING Flight to Durban Shuttle to Airport and then board flight    
  MIDDAY Trip to Maloti –Drakensburg Park Easy Move Junior Cabs    
  AFTERNOON
NIGHT
    Drakensburg Gardens Golf and Leisure Resort  
6 MORNING Transfer to Sani Pass Tour Office Hotel shuttle    
  MIDDAY Tour of Sani Pass
Scenic drives up mountain
Lunch at highest pub
Basotho Cultural Village
4x4 vehicle   Tour of Sani Pass
  AFTERNOON
NIGHT
    Drakensburg Gardens Golf and Leisure Resort  
7 MORNING Drive from Underberg to Giants Castle Easy Move Junior Cabs    
  MIDDAY View the San Rock Artwork Walk   Giants Castle Nature Reserve
  AFTERNOON
NIGHT
At leisure   Giants Castle Camp  
8 MORNING Travel to Golden gate National park Mozee Tours    
  MIDDAY        
  AFTERNOON
NIGHT
    Golden Gate Hotel and Chalets  
9 MORNING Travel to Free State Mozee Tours    
  MIDDAY        
  AFTERNOON
NIGHT
Guided tour of Vredefort Dome exploring geological formations 4 x 4 Le Grande Chateau Hotel Vredefort Dome
10 MORNING Transfer to OR Tambo International Airport Mozee Tours    
  MIDDAY        
  AFTERNOON
NIGHT
  Outbound flight   Outbound Flight back home

Question 2 – Social media
2.1

COLUMN A
Usage and target audience 
COLUMN B
Explain how an itinerary or tour can be placed on this platform 
COLUMN C
Identify possible problems that may be encountered with opting for this platform 
Facebook     

USAGE

  • Target highly-relevant audiences, bring qualified traffic to your website, build brand awareness, tell brand stories, provide customer service.

TARGET MARKET

  • 2.41 billion monthly active users and 1.59 billion daily and the diversity of people (age range, professionals, consumers, , etc.) on Facebook means every business can find their audience on this network.
  • 69% of adults have a Facebook profile, and more than half of online adults aged 65 or over are now using the platform.
  • All age category have to reach out to them 18-30 years.
  • Create a page, Facebook will prompt you to enter your basic business info — which includes your page name, category, address, and phone number. Click on Settings, then Page Info, and fill out each field completely.
  • From sharing live videos to hosting a special giveaway, you can give followers plenty of reasons to interact with likes, comments, and shares.
  • Users see your business information, and browse through photos and videos of your tours. They can get an idea of who you are and what you offer, and if compelled, book right then and there.
  • Not as popular with the younger generation.
  • You need to create a lot of visual content
  • Followers will soon forget about you if you don’t post regularly.
  • Always testing new ad formats and placements to keep the platform effective for advertisers but this means we have to constantly reassess the network from a marketing perspective.
  • Someone can leave a negative review on your page and share their negative experience- negative publicity.
  • Advertising Budget. You’ll need a reasonable budget to be effective with your Facebook paid advertising.
  • Having to spend time and resources to maintain your Facebook business page is probably one of the biggest drawbacks. Your company will need a dedicated member of staff who can monitor and respond to posts on a regular basis. If you don’t post to your Facebook page regularly, it reflects badly on the company: it’s not something you can just create and forget about.
  • Fake Facebook Profiles. You will find tons of fake Facebook profiles… often with a beautiful profile picture of a girl. There is no limit to the number of these profiles.. and most of them are created by stalkers or by marketers to gain more friends and use it for their own marketing purposes.
  • Facebook users using free mode will not be able to view the enticing pictures that are included in the post, making the post less appealing and persuasive.
Instagram    

USAGE

  • Is a purely visual network and it lends itself better to brands that can create highly visual content.

TARGET MARKET

  • Instagram reached 1 billion monthly active users and the network is growing much faster than Facebook
  • With 71% of users under the age of 35, Instagram is the place where you can truly engage with both Millennials and Gen Z on the same platform.
  • Allows you to pinpoint the most relevant audiences.
  • Instagram doesn’t support bookings for tours and activities, but it seems to be on its way (hopefully soon). Until then, you can still use Instagram for brand awareness in your social media marketing strategy.
  • Thanks to the power of hashtags, Instagram users can quickly discover your tour business. You just have to use the right hashtags to show up in the right places. The 10 day Tour Itinerary can be advertised as – like #livetoexplorewhs.
  • Most of your content will be discovered on the home feed.
  • Tap "+." It's at the bottom-centre of the screen. Doing so brings up the camera interface.
  • Select an upload option.
  • Library/Gallery - Opens a list of your itinerary
  • Photo - Opens a camera for you to take a new photo.
  • Video - Opens a camera for you to take a new video.
  • Take or select a photo or video or itinerary
    Select a filter
  • Tap "Next."
  • Creating enough visual content can be demanding.
  • Minimal reach to the older generation.
  • You can receive negative feedback.
  • Mostly visual so there has to be lots of pictures to post. If no pictures or virtual tour, it will be of no use.
  • Unlike Facebook and other social networks, Instagram does not allow sharing other people’s content for a very simple reason: it wants to encourage users’ originality and creativity. However, it is possible to “override” this setting and get a very similar function to the “repost” you need.
  • They can use the image personal use. You may lose the copyright of your content.
  • The downside is that you have to invest time and expertise to take pictures all day. And you also have to edit and share the images on Instagram.
Twitter    

USAGE

  • Fast-paced content promotion and brand awareness.

TARGET MARKET

  • With 330 million active monthly users, the largest age group is individuals aged 18 to 29.
  • Twitter isn’t necessarily about who follows you, but rather, who you follow. There are lots of others in the industry that use Twitter daily — like thought leaders, travel influencers, and tech companies. By following them, you can gain insight into the latest travel trends, which will help you stay top of your game. And if you like or retweet their posts, you may even get a follow back - you’ll be on their radar.
  • Twitter connects you with a highly-engaged, content-hungry audience and this makes it one of the best networks to promote your lead gen content (blog posts, guides, free downloads, etc.).
  • The 10 day Tour Itinerary can be posted to reach executives and decision-makers, freelancers and consumer audiences as well.
  • Live video stream your tour.
  • Sign in to the site with your Twitter account and tap pencil icon from the right bottom corner to create a custom post. You will get a screen similar to the above screenshot. Insert your post title, URL, hashtags if any, and set the publishing date, time for the tweet. Check Repeat post box to post it at periodic intervals.
  • Content lifespan is short (although you can republish)
  • Twitter traffic often comes with low purchase intent
  • Twitter advertising can be pricey
  • Users can tag a company in their posts and share their negative experience. People can retweet that poor experience and spread it across the network.
LinkedIn    

USAGE

  • LinkedIn is its business-minded user base. People go there to network and discuss business and they’re open to engaging with ads and promotional content.

TARGET MARKET

  • Currently has more than 260 million monthly active users.
  • LinkedIn a great place to reach a professional audience.
  • Written content is less demanding than more visual networks making it ideal platform to post the 10 Day itinerary.
  • Allows you to specifically target decision-makers at companies that can take your brand (itinerary) to the next level.
  • Open LinkedIn and sign into your account. In your LinkedIn feed, find the Start a post box and select Write article. This will take you to the LinkedIn publishing tool. Write or paste your article into the window, come up with a catchy headline, and add a featured image.
  • LinkedIn ads are among the most expensive in the industry.
  • Targets mostly high-value prospects.
  • Ads can cost more on this channel than others though, so make sure that you have your budget figured out before you begin testing.
Snapchat    

USAGE

  • Advertisers can invest in attachment ads, which use videos or GIFs and appear between users' Snapchat Stories, or Filter ads

TARGET MARKET

  • Snapchat sees around 210 million daily active users, most of whom are on the younger side.
  • Snapchat concentrates on visual branding, storytelling, reaching a wider audience.
  • Its storytelling and geo-filtering also makes it a great way to capture travellers in destination.
  • Since the itinerary is aimed at a younger audience, Snapchat is the ideal cost-effective way to reach them.
  • Take a snap.
  • Tap the "Send" arrow in the bottom-right corner.
  • Tap My Story at the top of the page, then tap the names of other people you want to include.
  • Tap the "Send" arrow.
  • The content/snap disappears once it is viewed.
  • The users finger must touch the screen the entire time to view the snap.
  • There’s no sharing, liking or commenting.
TikTok    

USAGE

  • A video sharing app from China.
  • A lockdown sensation, users showcase their dancing skills, lip-syncing, pranks, reactions to viral TikTok videos, and 15-second stories.

TARGET MARKET

  • Has more than 800 million monthly active users.
  • 41% of users are aged 16 to 24, and more than half of the apps’ audience is under the age of 34.
  • Scan TikTok’s home feed to explore popular content
  • Explore different hashtags to get a sense for high-performing content.
  • Adjust recording filters, add sound and text to your videoPress publish and be sure to add a caption along with geotags
  • #TikTokTravel allows travellers to share their best travel moments/ itinerary plans making it high visibility content.
  • Go to TikTok.com
  • Click on “Watch now” in the upper right.
  • Click on the “Upload Video” button in the upper right
  • Login by clicking the top option, “Use phone or Email”
  • Log into your TikTok account.
  • Now you can upload videos straight from your computer into TikTok.
  • No advertising products.
  • Relatively new and continually evolving.
  • National security concerns with data security and privacy.
  • Greater risk of ruining your brands reputation.(funny videos)
  • Does not allow posts consisting of only text or pictures.
  • Not budget- friendly.
  • Tiktok is a fast paced app where you have to grab people’s attention quickly before they swipe past your video to watch other content. If there’s no action till the end, most people won’t watch.

2.2 MOTIVATION FOR CHOICE OF SOCIAL PLATFORM
The learner would have chosen ONE of the following:
Facebook

  • Facebook has over a billion users. All you have to do is reach out to them.
  • I’d opt for using Facebook to advertise the tour as the platform encompasses a much larger age group. The platform is used by users from young to old, which is not the case with other social media platforms.
  • Facebook is one of the favourite paid traffic sources to market your business.
  • It’s an excellent way to target potential clients via the Facebook advertising platform.
  • You reach large audiences
  • You have a direct connection with your audience
  • You build your brand
  • You drive traffic to your website
  • You can evaluate your performance
  • Less expensive compared to other plaforms
  • Advert can be placed in many ways, visual text, facebook story etc

Instagram

  • Although your advertisements will appear like regular posts on Instagram, it will still show up in feeds of your targeted audience, including a custom call-to-action button to promote a click.
  • Instagram as the platform is very conducive for picturesque posts and therefore the tour advertisement could strive far more within this app, with the use of hashtags and well curated pictures of the destinations / attractions included in the tour.

Twitter

  • One of the advantages of using Twitter for advertising is that you are able to reach millions of potential customers all at once, without having to spend a penny on advertising.
  • Businesses can build a relationship with millions of users, which helps in creating a viral effect with your advertisements.
  • Twitter as the platform is efficient in advertising and is effective in driving attention to adverts via hashtags and retweets.

LinkedIn

  • To help quickly determine the most profitable target audience, LinkedIn’s Direct Sponsored Content allows you to run similar ads for multiple audiences.
  • This, in turn, allows marketers to compare performance in real-time and optimize campaigns on the fly.
  • LinkedIn is a platform that is predominantly used by the working class and therefore the advertisement of the tour / the itinerary post may capitalize on such people.

Snapchat 

  • You can use Snapchat Ads Manager to create a new campaign
  • choose your audience (geographically and demographically), and set your budget,create your ads, follow how your ads perform
  • Snapchat can be a highly effective marketing tool for relating your message to youth.

Tiktok

  • TikTok is an excellent platform for creating engaging videos with effective music.
  • TikTok is also an easy to access platform compared to other social networks, and you can create videos that go viral on TikTok and reach hundreds of thousands of people at a time.
  • Advertising the tour using the Tiktok app may be enticing to the young users of the app. The app is efficient in advertising using unique and humorous short video clips, therefore using the app could spark interest towards the tour.
Last modified on Thursday, 02 June 2022 13:35