B&B Office Systems

Social Media StrategyBy Joshua Miller

Table of Contents

1. Executive Summary

2. Social Media Audit

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

Executive Summary

The primary social media goal of the 2017 year is to establish B&B as a brand

that effectively utilizes social media in order to increase customer engagement

and sales.

Two strategies will be employed in order to achieve this goal:

● A plan to create a social media schedule across all platforms to increase

digital reach

● Use social media to drive sales traffic

Social Media Audit

Social Media Assessment

Social Media Platform

Online Handle/URL Follower Count

Average Weekly Activity

Engagement Rate

Facebook @BBOfficeSystems 123 0 1%

Twitter @BBOfficeSystems 13 0 .05%

Social Media Audit

Website Traffic Assessment

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 500 unique views 50% 3.8%

Twitter 250 unique views 25% 1.6%

Social Media Audit

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

20% 18-30 58% Male 45% Facebook

30% Twitter Leasing company for office systems

Local business to support

62% 31-50 42% Female 20% Twitter 30% Facebook

18% 51+

Social Media Audit

Competitor Assessment

Competitor Name Social Media Account

Strengths Weaknesses

DEX Imaging, Inc. Facebook: @DexImaging

Greater sales reach in greater Florida area

Less customer-centric and small business friendly

CopyFax, Inc. LinkedIn: @CopyFax

Regional offices located across Florida

No social media activity, less engagement with customers

Social Media Objectives

In 2017, B&B will focus on creating meaningful and engaging content via social

media platforms in order to drive additional local business traffic and to

increase sales revenues.

Specific Objectives:

● Create a B&B Instagram page and reach 200 followers in 3 months

● Increase Facebook follower count by 500 in 6 months

● Increase social media conversion rate to 5% in 6 months

● Increase overall sales revenue by 20% in the 2017 year as a result of

increased social media activity

Social Media Objectives

KPIs:

● Number of unique social media visitors, number of social media followers,

number of weekly engaging content posts

Key Messages:

● Local, family-owned business offering low prices and friendly faces

● Make it quick, make it easy

Online Brand Persona and Voice

Brand Descriptions:

● Customer-centric● Responsive● Innovative● Cost-effective

When Interacting with Customers:

● Friendly● Patient● Understanding● Timely

Strategies and Tools

Paid: On Mondays, create a boosted, targeted post aimed at local businesses

with unmet office needs.

Owned: Create at least 4 engaging pieces of social media content per week,

whether a text post, picture upload, etc. Link all owned social media accounts in

order to make it easier to find more business info for customers. Create

company e-newsletter to be distributed across all social media platforms.

Earned: Monitor social media channels for content related to company or local

competitors, evaluate and change social media strategies based on efficacy of

ongoing owned/paid media

Strategies and Tools

Tools and channels for social media use:

● Brand Facebook account

● Brand Twitter account

● Future Brand Instagram account

● Hootsuite account linked with all platforms

Timing and Key Dates

Internal Dates:

● March 31 - End of Q1

● June 30 - End of Q2

● September 30 - End of Q3

● December 31 - End of Q4

Deadlines:

● April 15 - Deadline for creation and success of Instagram page

● June 31 - Deadline for follower goals and conversation rate

Social Media Roles and Responsibilities

Social Media Director: Joshua Miller

● Focused on long-term goals of social media, tasked with creating timelines

and schedule for content and direction of social media campaigns

Social Media Coordinator: Ashley Banks

● Tasked with daily operational upkeep of social media accounts

Social Media Policy

B&B Office Systems is dedicated to creating meaningful and customer-focused

social media interactions. Social media is used to reach loyal customers and to

communicate with the local community about business offerings, upcoming

events and behind-the-scenes information on our company.

You Must:

● Be respectful at all times● Conduct yourself online with a customer as you would in person● Ensure all needs are being addressed and met● End every conversation with a thank you

Critical Response PlanScenario 1: Inappropriate Tweet/Post from official account

1. Screenshot post and promptly delete from official

account.2. Contact Social Media Director Joshua Miller with

screenshot and background behind post.3. Joshua Miller to personally reach out to any customers

adversely affected by post4. Official follow-up tweet to be determined based on

nature of the accident/content of posted message.

No official Tweet/Post response, case-by-case.

Scenario 2: Product-wide software/hardware failure

1. Gather all information on affected product lines and get official response from manufacturer

2. Use response template to notify customers within 12 hours of problem

3. Follow-up with Joshua Miller to determine effectiveness of social media response.

Official response template: Dear B&B customers, it has come to our attention that our _____ product line has been experiencing manufacturer-related defects. We are working with the company to ensure your equipment is back up and running as soon as possible. Thank you for choosing B&B for your office needs, we apologize for the temporary inconvenience.

Measurement and Reporting

Website Traffic Sources Assessment

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 600 page views+20% view count

60% 10%

Twitter 300 page views+20% view count

30% 10%

Measurement and Reporting

Social Network Data

Social Network Online Handle/URL Follower Count

Average Weekly Activity

Engagement Rate

Facebook @BBOfficeSystems 400 6+from previous 0

6%

Twitter @BBOfficeSystems 100 4+from previous 0

2%

Measurement and Reporting

Sentiment Analysis:

Qualitative analysis of posts and tweets gathered since introduction of social media campaign found:

● Most frequent customer compliment was related to focus on customer service and timeliness of service calls

● Most frequent customer complaint was due to manufacturer related software and hardware issues

● Many customers network and interact with the businesses via social media they patronize on a semi-regular basis, creating lasting relationships

Measurement and Reporting

Proposed Future Action Plans:

● Create Instagram page and use traffic/followers from other social media

platforms to populate the account and create engagement

● Continue task of maintaining weekly content posts across all social media

platforms

● Monitor the social media accounts and content of local competitors, keep

detailed records regarding what works and what doesn’t in order to tailor

future social media campaigns.