Social Media Strategy for Glenn I. Jones Home Services

1. Media Strategy
Courtney Rowe
02-14-2017
GLENN I. JONES HOME
SERVICES

2. TABLE OF CONTENTS
1. Executive Summary, February 2017
2. Social Media Audit
a. Social Media Assessment, February 2017
b. Traffic Sources Assessment, August 2016 – January 2017
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools

3. 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

4. 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.

5. 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.

6. SOCIAL MEDIA ASSESSMENT
• DATA AS OF FEBRUARY 14, 2017
SOCIAL
NETWORKS
URL FOLLOWER
COUNT
AVERAGE
WEEKLY
ACTIVITY
AVERAGE
ENGAGEMEN
T RATE
#INTERACTION
#REACH
FACEBOOK https://www.fa
cebook.com/Gl
ennJonesHom
eServices/
252 4 posts per
week
3%
TWITTER https://twitter.
com/GlennJon
esHVAC/
59 4 posts per
week
0%

7. 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.

8. 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 VISITS 0% 0%

9. 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.

10. AUDIENCE DEMOGRAPHICS
ASSESSMENT
• Survey distributed in November/December via email and upon visitation
to our office. Total applicant responses: 250 AGE
DISTRIBU
TION
GENDER
DISTRIBU
TION
PRIMARY
SOCIAL
NETWORK
SECONDA
RY
SOCIAL
NETWORK
PRIMARY
NEED
SECONDA
RY
NEED
2%
18 - 30
60%
Male
75%
Faceboo
k
20%
Twitter
Fast and
reliable
service
when air
conditio
ning unit
stops
working.
Mainten
ance to
prevent
unit
from
malfunct
ioning;
purchase
filters
10%
31 - 40
40%
Male
20%
Twitter
75%
Faceboo
k
45%
41 - 55

11. 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.

12. COMPETITOR ASSESSMENT
COMPETITOR
NAME
SOCIAL
MEDIA
PROFILE
STRENGTHS WEAKNESSE
S
Cook’s Air
Conditioning
and Heating
Specialists
https://www.f
acebook.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
https://www.f
acebook.com
/pg/DavidHal
lsAirConditio
Genuine
posting
Infrequent
postings; content
posting could be
tailored more
relevant to

13. 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.

14. 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.

15. SOCIAL MEDIA OBJECTIVES

16. 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

17. KEY MESSAGES
• Trust the name you know
• Fast and Reliable Service

18. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our brand:
• Fast
• Reliable
• Proficient
• Knowledgeable

20. ONLINE BRAND PERSONA AND VOICE
• Examples of Brand Voice in Social Media Interactions
• Professional
• Friendly
• Empathetic

21. 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.

22. 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.

23. 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.”

24. STRATEGIES AND TOOLS
• Approved Tools
• Hootsuite
• Rejected Tools
• N/A
• Existing Subscriptions/Licenses
• Photoshop

25. 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.

26. 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

27. SOCIAL MEDIA POLICY

28. CRITICAL RESPONSE PLAN
• SCENARIO 1

29. CRITICAL RESPONSE PLAN
• SCENARIO 2

30. 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.f
acebook.com/
pg/GlennJone
sHomeService
s/
301
+19.4%
growth
8 posts/week
+100%
growth
6%
Twitter https://twitter
.com/GlennJo
nesHVAC
100
+41% growth
10
posts/week
+150%
3%

31. MEASUREMENT AND REPORTING

32. MEASUREMENT AND REPORTING

33. • On target to be at goal of