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Social Media Strategy
- 1. Tuscawilla Animal Hospital Social Media Strategy
- 2. Table of Contents Executive Summary Social Media Audit Social Media Objectives Online Brand Persona and Voice Strategies and Tools Timing and Key Dates Social Media Roles and Responsibilities Social Media Policy Critical Response Plan Measurement and Reporting Results
- 3. Executive Summary Goal: To improve our online presence and the quality of activity to gain recognition We want to focus on our customer relations and building trust to gain clientele in the local community Share our bond with our animal patients Two Main Strategies: Post on social media more frequently Create consistent media projects and posts, such as Pet Spotlight and Veterinarian Biographies
- 4. Social Media Audit Social Media Assessment: There is little activity overall, with the primary source being Facebook. Should consider creating another social media account to improve social media presence and post more on Facebook and LinkedIn. Social Network URL Follower Count Avg Weekly Activity Avg Engagement Rate Facebook www.facebook.com/T uscawilla-Animal- Hospital- 313367256434/ 358 1 Post 5 Likes Per Post LinkedIn https://www.linkedin .com/company- beta/4567484/ 10 0 0 Twitter None 0 0 0 Instagram None 0 0 0
- 5. Social Media Audit Website Traffic Sources Assessment: Facebook is yet again the largest source of traffic to the website. There is little activity on LinkedIn and Instagram only exists for the clinic as a location, but there are clients tagging the clinic. Source Volume % of Overall Traffic Conversion Rate Facebook 100 Unique Visits 15% 5% LinkedIn 20 Unique Visits 2% .05% Instagram No Data No Data No Data Twitter No Data No Data No Data
- 6. Social Media Audit Audience Demographics Assessment: The majority of clients lie in the 30-50 age range. Facebook is the main network used and clients need routine care for animals, with emergency visits and boarding care for animals coming second. Age Distributio n Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 15% 20-30 60% Female 100% Facebook 5% LinkedIn Routine medical care for animals Boarding animals/eme rgency 35% 30-40 40% Male 0% Twitter 35% 40-50 0% Instagram 15% 50-70
- 7. Social Media Audit Competitor Assessment: The main competitor is Tuscawilla Oaks Animal Hospital. They have a much more consistent social presence with more photos and interactive links, as well as replying to customers. The other two clinics are also not very present on social media. Competitor Name Social Media Profile Strengths Weaknesses Tuscawilla Oaks Animal Hospital FB: TuscawillaOaks Larger following, photos used, posts frequently, complete About section Generic dog photos Lake Jesup Animal Hospital FB: lakejesupanimalhospita Good quality photos Rarely posts, lacks contact info Winter Springs Veterinary Hospital None Loyal customer reviews on Yelp No social media profile, No activity
- 8. Social Media Objectives The overall objective is to increase social media activity and gain more followers as a result of a larger social media presence. Specific Objectives: Post 30% more visual content on Facebook by May 31st, 2017 Includes photo, video, and links Increase posts from 1 to 3-5 posts weekly on Facebook Reach 800 followers by May 31st, 2017 Create an Instagram account Reach 100 followers on the account
- 9. Social Media Objectives KPIs # of Followers on Facebook and Instagram # of posts weekly # of likes on posts # of replies to comments Key Messages Animal care you can count on Veterinarians for your animal AND you
- 10. Social Media Objectives Target Customer: Female between ages of 30-50 with a pet
- 11. Online Brand Persona and Voice Adjectives that describe our brand Loving Caring Genuine Reliable Gentle Diligent Example of Brand Voice in Social Media Interactions Fun photos of pets/clients Cares for customers specific needs Shares articles for certain holidays and pet health
- 12. Online Brand Persona and Voice
- 13. Strategies Paid: Designate a veterinarian technician to be the social media manager and raise their pay. Also boost the Facebook posts to get more recognition Owned Post a minimum of three times on Facebook weekly and change profile picture/cover to consistent branding. Post on LinkedIn at least three times a week and ensure all staff are connected to company page
- 14. Strategies Earned On new Instagram, feature specific clients with #PetPaparazzi and also weekly staff spotlights to promote the friendly professionals at the clinic. Create Twitter account and utilize #PetPaparazzi on Twitter as welll Connect with existing clients on both platforms by finding the tagged location Use Facebook to promote the other social media platforms
- 15. Tools Approved Hootsuite Buffer Twitter Instagram Rejected N/A Existing Subscription Licenses N/A
- 16. Timing and Key Dates Holiday Dates Memorial Weekend July 4th Thanksgiving Christmas Internal Events Robyns Break (April 1st-April 31st) Lead Times N/A Reporting Dates Report on the 31st of each month
- 17. Social Media Roles and Responsibilities Social Media Director: Maria Suero Oversees social media manager and coordinator Decides when to offer promotions on social media Social Media Manager: Amy Newkirk Posts on all social media platforms Manages Social Media Coordinator Picks photos to use, hashtags, and watches KPIs Social Media Coordinator: Monica Suero Chooses pet spotlight of the week Takes all photos for social media accounts Creates promotions for social media to place in clinic
- 18. Social Media Policy Be Respectful No Profanity No Blurry Photos Reply to any comments within 24 hours Use flattering photos of animals/staff Dont speak about the competition Talk speak poorly about the pets
- 19. Critical Response Plan Scenario 1: Picture of dog unconscious after medical procedure posted 1. Maria (Social Media Director) screenshots post Deletes post 2. Touches base with Amy (Social Media Manager) to see why picture was posted Discuss what to do next if client complains, people are upset over sensitive material, etc 3. Amy creates follow up apology post. Maria handles any upset clients, press, etc 4. Monica (Social Media Coordinator) is not to photograph unconscious patients in future; consider disciplinary action Pre-Approved Messaging: Up to Marias discretion on severity of post/how long it was left on account
- 20. Critical Response Plan Scenario 2: Angry client posts about dogs care 1. Maria reads post, immediately pulls animal file to see who was the veterinarian in charge of animal Check sign-out forms to see if dog was in any pain when leaving clinic 2. Amy replies to post with apologetic tone, asks if they would like to come in or call to speak with staff 3. Maria handles direct contact with customer in person or over the phone Shows paperwork if needed or complimentary follow-up with vet If legal action is pursued, Maria handles the situation from there Pre-Approved Messaging: We are extremely sorry for pets name discomfort! Please contact us at phone number or come by the clinic so we can know more about the situation.
- 21. Contact Information Position Name Telephone Owner Alex Suero 407-699-1500 Social Media Director Maria Suero 407-699-1500 Social Media Manager Amy Newkirk 407-321-8090 Social Media Coordinator Monica Suero 407-866-5123
- 22. Measurement and Reporting Quantitative KPIs Reporting period: Monthly Data as of February 15th
- 23. Measurement and Reporting Social Network Data Social Network URL Follower Count Avg Weekly Activity Avg Engagement Rate Facebook www.facebook.co m/Tuscawilla- Animal-Hospital- 313367256434/ 1000 Up 30% 3 Posts Per Week 15% LinkedIn https://www.linkedi n.com/company- beta/4567484/ 100 Up 90% 1 Post Per Week Up 100% 5% Instagram TuscPets 100 Followers Up 100% 3 Posts Per Week Up 300% 10% Twitter TuscPets 100 Followers Up 100% 3 Posts Per Week Up 300% 10%
- 24. Measurement and Reporting Website Traffic Sources Assessment Source Volume % of Overall Traffic Conversion Rate Facebook 1500 Unique Visits Up 90% 30% 10% Twitter 300 Unique Visits Up 300% 15% 5% Instagram 150 Unique Visits Up 150% 20% 5% LinkedIn 100 Unique Visits Up 80% 10% 5%
- 25. Measurement and Reporting Results Assessment Over 50 people checked in at the clinic on Instagram within the first month. The posts with the #PetPaparazzi got upwards of 200 interactions and Twitter also reached 100 followers. Qualitative Sentiment Analysis Customers revealed with their Instagram and Twitter posts that their dogs were happier after their visits They appreciated the family quality at the clinic and the pet highlights showing customer care
- 26. Measurement and Reporting Proposed Actions Being highlighting staff each week using social media Continue posting regularly on all social media Offer promotions from social media pages for checkups, dental, etc Continue pet highlights weekly