southwest exteriors : social media evaluation
Post on 23-Mar-2016
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What are the goals? Increased Brand awareness
Increased Internet Presence○ Social Media/SEO/Review Sites
Better customer serviceBe able to answer all questions that customers have prior
to scheduling appointment
Better customer educationBe able to teach potential customers about product
(factual information, benefits, customer testmonies)
Who is the audience Generation X
Ages: 30 – 45 Income: Above Average/Depends Issue: Helping shop for parents/Want to add value to home
Baby Boomers Ages: 46 – 64 Income: Above Average to High Issue: Want to add value to home/Have high quality product
Retirees Ages: 65 – 80 Income: Above Average to High Issue: Want product that lasts lifetime
What kind of communication reaches them? Generation X
Characteristics: What they may look like:
Technology Aware Will research online
○ Reviews○ Forums○ Factual Information
Independent Trust must be earned Relationships built through
consistency
If shopping for parents: Will be hesitant Will need to see it to believe it
What kind of communication reaches them? Baby Boomers
Characteristics: What they may look like:
Retired or Considering it Will be looking for quality product to
spend hard earned money on Very hardworking
Somewhat Technology Adept Email communication works May Research Product
Desires Personal Relationship Person to Person contact preferable Likes Referrals by friends
What kind of communication reaches them? Retirees
Characteristics: What they might look like:
Looking to make final purchases Want a product that will last
and will pay great price for it
Technologically challenged Prefer phone calls to any other
source of communication
Prefer personal relationship with Business
Facebook: Pros:
Can stand almost as a second website Is extremely accessible Allows for posting of Videos, Pictures, Links, Social Media
Feeds Is great for SEO Allows customers to interact with company Places a face/personality for the company Guarantees that messages will be posted on Followers Feeds
Cons: Over saturation (quality content is key) Requires constant maintenance/awareness
Twitter: Pros:
Extremely fast relaying of infoAllows company to follow competition/customersServes as great Link to other Social MediaAllows for conversation/sharing of thoughts with
interested parties (i.e. #Hashtags & @____) Cons:
Can be addictingMust be a focused effort (no one cares what we
ate for lunch)
Linked In: Pros:
Allows business to connect with other professionalsGreat for employee RecruitingGreat for establishing industry expertise (referrals)Great to follow Forums on related fieldsUser can publish presentations/informationUser can publish polls/Q&A’s
Cons:Requires commitment (takes awhile to attain
connections)
Google Places Pros:
Great for increasing visibilityGreat for SEOAllows User to post pics, videos, coupons,
company info, links to social mediaGreat for listing Customer Referrals
Cons:People can leave malicious reviews
○ Google’s Service is subpar at best.
Blogging Pros:
Great for SEOGreat for establishing expertiseGreat for connecting with audience
Cons:Can be time consumingRequires right mindsetCan be subject to scrutinyQuality material is a MUST.
Youtube: Pros:
Great for SEOVideos provide an more intimate look at a topicGreat for Viral MarketingThe amount of users is staggering
Cons:Videos may not be viewed very muchOversaturation
How to approach Social Media: Consistency is key
Posting should be kept to the following:○ Facebook: 2-3 posts a day (not including media
posts)○ Twitter: 3-4 post a day○ However, should be monitored 24/7 (via Mobile
updates, etc.)Linked In
○ A few times a week for posting○ In regard to recruiting, constant updates are key
How to approach Social Media: (part 2) Blogging:
Once a week at first is good, and may be the nest overall approach for the sake of content
Youtube:Update only when new media is available
Google Places:Update when necessary
How to measure Social Media: Basic Metrics:
Have profits increased since using Social Media?
Social Capital:Conduct market research with users (Track Public
Sentiment)○ Have enjoyed the social media?
Have they received help? Better information? What do they like & don’t like?
Talk to colleagues (other businesses/partners)Have they noticed the social media efforts?
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