glenn i. jones home services media strategy

Media StrategyCourtney Rowe

02-‐14-‐2017

GLENN I. JONES HOME SERVICES

TABLE OF CONTENTS

1. Executive Summary, February 2017

2. Social Media Audita. Social Media Assessment, February 2017b. Traffic Sources Assessment, August 2016 – January 2017c. 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, February 2017 -‐ April 2017

EXECUTIVE SUMMARY

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

• Chief focus will be placed on aiding revenue goals by building strongerrelationships with our customers and creating content significant to our brandand 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 HomeServices’ social media presence to date. Itincludes an assessment of all social networks,web traffic, audience demographics and acompetitor analysis.

SOCIAL MEDIA ASSESSMENT

• DATA AS OF FEBRUARY 14, 2017

SOCIALNETWORKS

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 SUMMARY

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

WEBSITE TRAFFIC SOURCES ASSESSMENT

• Timeframe: Monthly average, August 2016 to January 2017

SOURCE VOLUME PERCENTAGEOF OVERALL TRAFFIC

CONVERSION RATE

FACEBOOK 1 UNIQUE VISIT 3% .4%

TWITTER 0 UNIQUE VISITS 0% 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 toour office. Total applicant responses: 250 AGE

DISTRIBUTION

GENDERDISTRIBUTION

PRIMARYSOCIALNETWORK

SECONDARYSOCIALNETWORK

PRIMARYNEED

SECONDARYNEED

2% 18 - 30

60% Male 75%Facebook

20% Twitter

Fast and reliableservice when air conditioning unit stops working.

Maintenance to prevent unit from malfunctioning; purchasefilters

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 overwhelminglymajority favorite with 75% of respondentsselecting it as their number one choice. Fast andreliable service are important to our customerswhen it comes to their heating and coolingcomfort. Emphasis should be placed ondeveloping informative content geared towardscustomers needs.

COMPETITOR ASSESSMENT

COMPETITORNAME

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 viaour social network channels creating strong relationships with our audience. Focus will be placed oncurating attractive and unique content applicable to us as a business and most importantly, ourcustomer 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 on Facebook.

• c. Increased timeliness of responses across all social network channels.

• 2. Increase Facebook followers by 25% in next six months.

• 3. Increase amount of original posts created and published on Facebook and Twitter by 60% in thenext 6 months. Do not post content the exact same across platforms.

SOCIAL MEDIA OBJECTIVES

KEY PERFORMANCE INDICATORS

• Number of followers on Facebook and Twitter• Number of weekly photo and video posts toFacebook and Twitter• Engagement Rate• Sentiment analysis of social media interactions

KEY MESSAGES

•Trust the Name YouKnow•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 thefollowing week every Saturday. The post must have aminimum organic reach of 20, as well as a minimum of 2likes or 1 comment.• Promote most popular tweet from Twitter every Sunday. The tweet must have a minimum organic reach of 5, aswell as a minimum of 1 like or comment.


• Owned• Promote content from website on Facebook and Twitter.• Create #AskTechTuesday to implement on Facebookprofile where followers can ask questions and thecomment that gets the most likes will be answered byone of our techs in a live video.


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


• 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 May, August, November andFebruary. Specific dates to follow.

SOCIAL MEDIA ROLES & RESPONSIBILITIES

Title Name Phone Number

Alternate PhoneNumber

Email

Owner Glenn Jones (386)752-5489 ext. 103

(386)867-0442

[email protected]

Social Media Director

Christina Jones

(386)752-5389 ext. 101

(386)234-0819

[email protected]

Social Media Manager

Courtney Rowe

(386)752-5389 ext. 102

(386)288-9971

[email protected]

SOCIAL MEDIA ROLES & RESPONSIBILITIES

• SOCIAL MEDIA DIRECTOR: CHRISTINA JONES• RESPONSIBILITIES: HIGHER LEVEL PLANNING; APPROVES FINALSOCIAL MEDIA BUDGETS, CAMPAIGNS, AND STRATEGIES.

• SOCIAL MEDIA MANAGER: COURTNEY ROWE• DAY-‐TO-‐DAY SOCIAL MEDIA EXECUTION; MANAGE ONGOINGCAMPAIGNS

• SOCIAL MEDIA COORDINATOR: COURTNEY ROWE• PUBLISHES AND MONITORS CONTENT AND ENGAGEMENT;RESPONDS TO QUESTIONS

SOCIAL MEDIA POLICY

• Social Media is ingrained both in our professional and private lives. If you choose two mix both, please doso by adhering to the following guidelines:

• Speak in a friendly and helpful manner.

• Do not talk negatively about our competitors

• Always be courteous

• Do not insult or demean others

• Excited about new products or promotions coming up? You’re welcome and encouraged to share thisinformation within your social networks.

• Have questions on what your should/shouldn’t post? No problem! We’re here to help! If you’re unsureabout posting something, ask before doing so.

• Violation of the Glenn I Jones Home Service Social Media Policy may result in corrective action, up to, andincluding, termination. Should you have any questions or concerns, please consult your Manager.

CRITICAL RESPONSE PLAN

• SCENARIO 1 – Inappropriate Post on company Facebook page

• ACTION PLAN

• 1. When post is detected:

• Take screenshot

• Delete Tweet

• Alert Courtney Rowe (Social Media Manager). If Courtney unavailable, alertChristina Jones (Social Media Director).


• 2. Courtney to collaborate with Christina to discuss damage, and decideproceeding action.

• 3. Courtney to develop appropriate follow up Facebook post, Christina toapprove.

• 4. If media has picked up the Tweet, Christina to manage all direct contact. IfChristina is unavailable, Glenn Jones (Owner) will manage all contact.

• 5. Christina and Courtney to meet with employee responsible for publishingthe Facebook post to see if disciplinary action is necessary.

• Pre-‐approved messaging:

• NO PRE-‐APPROVED MESSAGING IN THIS SCENARIO

• Messaging will be based on the nature of the tweet -‐ to be created by Courtneyand Christina.


• SCENARIO 2 – On the job injury

• Action Plan

• Crew members onsite to alert Glenn Jones (Owner). Glenn to alert Christina Jones (Social Media Director).

• Christina to sync with Glenn and Courtney (Social Media Manager) and analyze number of social media mentions of injury.

• If media has picked up the incident, Christina to manage all direct contact. If Christina is unavailable, Glenn will manage all contact.


• Courtney to push messaging to social channel where news first leaked. Continue to evaluate the spread of the news to other social channels and adjust messaging strategy as necessary.

• Christina and Glenn to evaluate the need for a longer statement and create message, if needed.

• Christina, Courtney will continue monitoring the situation and bring in Cory Jones (office personnel) .

• Bring in Janet Sierra (office personnel) as needed.


• Pre-approved messaging:• NO PRE-‐APPROVED MESSAGING IN THIS SCENARIO

• Messaging will be based on the nature of the tweet -‐ to be created by Christina,Glenn and Courtney

MEASUREMENT AND REPORTING

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

• Social Network Data• Timeframe: as of May 14, 2017

SOCIALNETWORK

URL FOLLOWER COUNT

AVG. WEEKLYACTIVITY

ENGAGEMENTRATE

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

Source Volume Percentage of Overall Traffic

Conversion Rates

Facebook 35 unique visits 29.16% 2%

Twitter 15 unique visits 12.5 % .05%

•Quantitative KPIs•Website Traffic Sources Assessment

•Timeframe: Monthly average, February 2017 to April 2017

MEASUREMENT AND REPORTING:QUANTITATIVE SUMMARY

• Our Facebook followers are up by 49 followers, a 19.4% growth. If this growth continues, we will surpass our 6 month goal originally set.

• Our posts are up by over 100% on both social media channels with the majority of posts being original content.

• We elected to keep Twitter an open channel with dedicated effort into creating unique content under 140 characters. This effort has paid off with a 41% growth in followers and 150% growth in post content.

MEASUREMENT AND REPORTING:QUANTITATIVE SUMMARY

• #AskTechTuesday Hashtag Performance• Between February 14, 2017 and April 14, 2017 thehashtag was mentioned 250 times on Facebook.

• Posts created using #AskTechTuesday yielded higherthan average numbers of interactions in the commentsection.

MEASUREMENT AND REPORTING:QUALITATIVE SUMMARY

• Qualitative KPIs• Sentiment Analysis• An analysis of the interactions on 50 Facebook posts, 50 Tweets revealed the

following:

• A multitude of positive sentiments regarding our fast and reliable service. Thesesentiments were expressed in the form of reviews left on our page, shout-‐outsand recommendations to friends.

• Negative sentiments were expressed regarding our pricing. Customers complainedthat they only trusted us to service their air conditioning units but found ourprices difficult for their budget.

MEASUREMENT AND REPORTING:PROPOSED ACTION ITEMS

• Continue #AskTechTuesday hashtag on Facebook anduniquely implement to Twitter profile.

• Consider #SummerofSavings campaign to raise awareness onthe importance of having maintenance performed on youra/c units. Give away one free maintenance to a randomfollower every week.

• Consider creating LinkedIn profile. Begin generating surveysto discover how many customers are on LinkedIn.