Media StrategyCourtney Rowe

02-14-2017

GLENN I. JONES HOME SERVICES

TABLE OF CONTENTS

1. Executive Summary, February 20172. Social Media Audit

a. Social Media Assessment, February 2017b. Traffic Sources Assessment, August 2016 – January 2017 c. Customer Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools

TABLE OF CONTENTS

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10.Measurement and Reporting Results, January 2017 - March 2017

EXECUTIVE SUMMARY

• Our main social media goal for 2017 will be to gain a larger community of followers on social media platforms.

• Chief focus will be placed on aiding revenue goals by building stronger relationships with our customers and creating content significant to our brand and followers.

• Two important aspects to social media strategy:1) Responding to customers online in a timely, professional manner.2) Curating informative, engaging content relevant to our audience

and brand.

SOCIAL MEDIA AUDIT

• Following is an audit of Glenn I. Jones Home Services’ 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 FEBRUARY 14, 2017SOCIAL NETWORKS

URL FOLLOWERCOUNT

AVERAGE WEEKLY ACTIVITY

AVERAGE ENGAGEMENT RATE #INTERACTION#REACH

FACEBOOK https://www.facebook.com/GlennJonesHomeServices/

252 4 posts per week

3%

TWITTER https://twitter.com/GlennJonesHVAC/

59 4 posts per week

0%

SOCIAL MEDIA ASSESSMENT

• At present time, the highest percent of interactions per post occurs on Facebook. (engagement rate cannot be assessed at this time.) Little to no interaction occur on Twitter therefore deactivating that platform is advised.

WEBSITE TRAFFIC SOURCES ASSESSMENT

• Timeframe: Monthly average, June 2016 to January 2017

SOURCE VOLUME PERCENTAGE OF OVERALL TRAFFIC

CONVERSION RATE

FACEBOOK 1 UNIQUE VISIT 3% .4%TWITTER 0 UNIQUE

VISITS0% 0%

TRAFFIC SUMMARY

• Currently, Facebook is the largest generator of traffic to our website. The conversion rate (conversion goal =calls from phone number on website). No interactions were recorded via Twitter.

AUDIENCE DEMOGRAPHICS ASSESSMENT

• Survey distributed in November/December via email and upon visitation to our office. Total applicant responses: 250AGE

DISTRIBUTION

GENDERDISTRIBUTION

PRIMARY SOCIAL NETWORK

SECONDARY SOCIALNETWORK

PRIMARY NEED

SECONDARYNEED

2% 18 - 30

60% Male

75% Facebook

20% Twitter

Fast and reliable service when air conditioning unit stops working.

Maintenance to prevent unit from malfunctioning; purchase filters

10% 31 - 40

40% Male

20% Twitter

75% Facebook

45% 41 - 55 55% 56 - 80

AUDIENCE DEMOGRAPHICS SUMMARY

• A majority of survey respondents are in the 56 - 80 age group. Facebook is an overwhelmingly majority favorite with 75% of respondents selecting it as their number one choice. Fast and reliable service are important to our customers when it comes to their heating and cooling comfort. Emphasis should be placed on developing informative content geared towards customers needs.

COMPETITOR ASSESSMENT

COMPETITOR NAME

SOCIALMEDIAPROFILE

STRENGTHS WEAKNESSES

Cook’s Air Conditioning and Heating Specialists

https://www.facebook.com/pg/cooksair

Strong like to follower ratio: not many people are unfollowing that have liked the page

Not enough content being posted with last post dating July 2016.

David Hall’s Air Conditiong & Heating Services, Inc.

https://www.facebook.com/pg/DavidHallsAirConditioningandHeatingInc

Genuine posting

Infrequent postings; content posting could be tailored more relevant to brand.

COMPETITOR ASSESSMENT SUMMARY

• The previous analysis focused on two major competitors in the area and their main social network platform, Facebook. Both Cook’s Air Conditioning & Heating’s and David Hall’s Air Conditioning & Heating’s pages demonstrated lack of engagement with their customers despite a decent amount of followers. This highlights the opportunity Glenn I. Jones Home Services has to becoming #1 in customer service via social media in our industry.

SOCIAL MEDIA OBJECTIVES

• In 2017, primary effort of our social media strategy will be to actively engage with customers via our social network channels creating strong relationships with our audience. Focus will be placed on curating attractive and unique content applicable to us as a business and most importantly, our customer base.

• Some specific objectives include: • 1. Increase amount of social engagement on Facebook and Twitter by 25% in the next 6

months.• a. Increased brand awareness through mentions on Twitter.• b. Increased use of brand hashtags across all platforms• c. Increased timeliness of responses across all social network channels.

• 2. Increase Facebook followers by 200 in 6 months.• 3. Increase amount of original posts created and published on Facebook and Twitter by 60% in

the next 6 months. Do not post same content across all platforms.

SOCIAL MEDIA OBJECTIVES

KEY PERFORMANCE INDICATORS

• Number of followers on Facebook and Twitter• Number of weekly photo and video posts

to Facebook and Twitter• Engagement Rate• Sentiment analysis of social media

interactions

KEY MESSAGES

• Trust the name you know• Fast and Reliable Service

ONLINE BRAND PERSONA AND VOICE

• Adjectives that describe our brand: • Fast• Reliable• Proficient • Knowledgeable

ONLINE BRAND PERSONA AND VOICE

• Examples of Brand Voice in Social Media Interactions• Professional• Friendly• Empathetic

STRATEGIES AND TOOLS

• Paid• Boost most popular organic Facebook post from the

following week every Saturday. The post must have a minimum organic reach of 20, as well as a minimum of 2 likes or 1 comment.

• Promote most popular tweet from Twitter every Sunday. The tweet must have a minimum organic reach of 5, as well as a minimum of 1 like or comment.

STRATEGIES AND TOOLS

• Owned • Promote content from website on Facebook

and Twitter.• Create #asktechtuesday across all platforms

where followers can ask questions and the comment that gets the most likes will be answered by one of our techs in a live video.

STRATEGIES AND TOOLS

• Earned• Monitor Twitter for keywords in our industry:

hvac, maintenance, repair, heating, air, conditioning, comfort. • Partner with HVAC distributors in our area to

create a 4 part series on “How To Get Your Home Summer Ready.”

STRATEGIES AND TOOLS

• Approved Tools• Hootsuite

• Rejected Tools• N/A• Existing Subscriptions/Licenses• Photoshop

TIMING AND KEY DATES

• Key Dates• May 17+18 Lake City Home Show • (Holidays correspond with busiest months of year.)• Memorial Day (May 29) • Independence Day (July 4) • Labor Day (Sept 4)

• Internal Dates• Volunteer No Child Hungry Basket Event (June 10+11)

• Reporting Dates• Reporting will occur once a quarter in February, May, August and

November. Specific dates to follow.

SOCIAL MEDIA ROLES & RESPONSIBILITIES

• SOCIAL MEDIA DIRECTOR: CHRISTINA JONES• RESPONSIBILITIES: HIGHER LEVEL PLANNING, APPROVES FINAL

SOCIAL MEDIA BUDGETS, CAMPAIGNS, AND STRATEGIES• SOCIAL MEDIA MANAGER: COURTNEY ROWE• DAY-TO-DAY SOCIAL MEDIA EXECUTION, MANAGE ONGOING

CAMPAIGNS• SOCIAL MEDIA COORDINATOR: COURTNEY ROWE• PUBLISHES AND MONITORS CONTENT AND ENGAGEMENT, RESPONDS

TO QUESTIONS

SOCIAL MEDIA POLICY

CRITICAL RESPONSE PLAN

• SCENARIO 1

CRITICAL RESPONSE PLAN

• SCENARIO 2

MEASUREMENT AND REPORTING

• Quantitative KPIs• Reporting Period: 3 Months• Data as of May 14, 2017

SOCIAL NETWORK

URL FOLLOWER COUNT

AVG. WEEKLY ACTIVITY

ENGAGEMENT RATE

Facebook https://www.facebook.com/pg/GlennJonesHomeServices/

301+19.4% growth

8 posts/week+100% growth

6%

Twitter https://twitter.com/GlennJonesHVAC

100+41% growth

10 posts/week+150% growth

3%

MEASUREMENT AND REPORTING

MEASUREMENT AND REPORTING

• On target to be at goal of