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Southwest exteriors

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Christopher Montemayor
Christopher Montemayor

The document provides recommendations for Southwest Exteriors' social media strategy to increase brand awareness and better serve different audience segments. It recommends focusing social media efforts on Facebook, Twitter, LinkedIn, Google Places, and blogging/YouTube. The key goals are to position the company as an expert, build trust and relationships, and provide helpful information to different age groups. Effectiveness should be measured both through analytics and market research on whether social media is achieving the goals of increased profits, positive sentiment, and helping customers. Consistency is important across platforms to see results.

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By: Chris MontemayorSouthwest Exteriors : Social Media Evaluation
What are the goals?Increased Brand awarenessIncreased Internet PresenceSocial Media/SEO/Review SitesBetter customer serviceBe able to answer all questions that customers have prior to scheduling appointmentBetter customer educationBe able to teach potential customers about product (factual information, benefits, customer testmonies)
Who is the audienceGeneration XAges: 30 45Income: Above Average/DependsIssue: Helping shop for parents/Want to add value to homeBaby BoomersAges: 46 64Income: Above Average to HighIssue: Want to add value to home/Have high quality productRetirees Ages: 65 80Income: Above Average to HighIssue: Want product that lasts lifetime
What kind of communication reaches them? Generation XCharacteristics:What they may look like:Technology AwareWill research onlineReviewsForumsFactual InformationIndependentTrust must be earnedRelationships built through consistencyIf shopping for parents: Will be hesitantWill need to see it to believe it
What kind of communication reaches them? Baby BoomersCharacteristics:What they may look like:Retired or Considering itWill be looking for quality product to spend hard earned money onVery hardworkingSomewhat Technology AdeptEmail communication worksMay Research ProductDesires Personal RelationshipPerson to Person contact preferableLikes Referrals by friends
What kind of communication reaches them? RetireesCharacteristics:What they might look like:Looking to make final purchasesWant a product that will last and will pay great price for itTechnologically challengedPrefer phone calls to any other source of communicationPrefer personal relationship with Business
What Social Media would work best?FacebookTwitterLinked InBloggingGoogle PlacesYoutube
Facebook
Facebook:Pros:Can stand almost as a second websiteIs extremely accessibleAllows for posting of Videos, Pictures, Links, Social Media FeedsIs great for SEOAllows customers to interact with companyPlaces a face/personality for the companyGuarantees that messages will be posted on Followers FeedsCons:Over saturation (quality content is key)Requires constant maintenance/awareness
Twitter
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:
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&AsCons:Requires commitment (takes awhile to attain connections)
Southwest exteriors
Google PlacesPros:Great for increasing visibilityGreat for SEOAllows User to post pics, videos, coupons, company info, links to social mediaGreat for listing Customer ReferralsCons:People can leave malicious reviewsGoogles Service is subpar at best.
BloggingPros:Great for SEOGreat for establishing expertiseGreat for connecting with audienceCons:Can be time consumingRequires right mindsetCan be subject to scrutinyQuality material is a MUST.
Southwest exteriors
Youtube:Pros:Great for SEOVideos provide an more intimate look at a topicGreat for Viral MarketingThe amount of users is staggeringCons:Videos may not be viewed very muchOversaturation
How to approach Social Media:Consistency is keyPosting should be kept to the following:Facebook: 2-3 posts a day (not including media posts)Twitter: 3-4 post a dayHowever, should be monitored 24/7 (via Mobile updates, etc.)Linked InA few times a week for postingIn 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 contentYoutube:Update only when new media is availableGoogle 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 & dont like?Talk to colleagues (other businesses/partners)Have they noticed the social media efforts?
How to measure Social Media: (part 2)Once research has been conducted both logistically & socially, reexamine the original goals for social media for the company

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Southwest exteriors

  • 1. By: Chris MontemayorSouthwest Exteriors : Social Media Evaluation
  • 2. What are the goals?Increased Brand awarenessIncreased Internet PresenceSocial Media/SEO/Review SitesBetter customer serviceBe able to answer all questions that customers have prior to scheduling appointmentBetter customer educationBe able to teach potential customers about product (factual information, benefits, customer testmonies)
  • 3. Who is the audienceGeneration XAges: 30 45Income: Above Average/DependsIssue: Helping shop for parents/Want to add value to homeBaby BoomersAges: 46 64Income: Above Average to HighIssue: Want to add value to home/Have high quality productRetirees Ages: 65 80Income: Above Average to HighIssue: Want product that lasts lifetime
  • 4. What kind of communication reaches them? Generation XCharacteristics:What they may look like:Technology AwareWill research onlineReviewsForumsFactual InformationIndependentTrust must be earnedRelationships built through consistencyIf shopping for parents: Will be hesitantWill need to see it to believe it
  • 5. What kind of communication reaches them? Baby BoomersCharacteristics:What they may look like:Retired or Considering itWill be looking for quality product to spend hard earned money onVery hardworkingSomewhat Technology AdeptEmail communication worksMay Research ProductDesires Personal RelationshipPerson to Person contact preferableLikes Referrals by friends
  • 6. What kind of communication reaches them? RetireesCharacteristics:What they might look like:Looking to make final purchasesWant a product that will last and will pay great price for itTechnologically challengedPrefer phone calls to any other source of communicationPrefer personal relationship with Business
  • 7. What Social Media would work best?FacebookTwitterLinked InBloggingGoogle PlacesYoutube
  • 9. Facebook:Pros:Can stand almost as a second websiteIs extremely accessibleAllows for posting of Videos, Pictures, Links, Social Media FeedsIs great for SEOAllows customers to interact with companyPlaces a face/personality for the companyGuarantees that messages will be posted on Followers FeedsCons:Over saturation (quality content is key)Requires constant maintenance/awareness
  • 11. 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)
  • 13. 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&AsCons:Requires commitment (takes awhile to attain connections)
  • 15. Google PlacesPros:Great for increasing visibilityGreat for SEOAllows User to post pics, videos, coupons, company info, links to social mediaGreat for listing Customer ReferralsCons:People can leave malicious reviewsGoogles Service is subpar at best.
  • 16. BloggingPros:Great for SEOGreat for establishing expertiseGreat for connecting with audienceCons:Can be time consumingRequires right mindsetCan be subject to scrutinyQuality material is a MUST.
  • 18. Youtube:Pros:Great for SEOVideos provide an more intimate look at a topicGreat for Viral MarketingThe amount of users is staggeringCons:Videos may not be viewed very muchOversaturation
  • 19. How to approach Social Media:Consistency is keyPosting should be kept to the following:Facebook: 2-3 posts a day (not including media posts)Twitter: 3-4 post a dayHowever, should be monitored 24/7 (via Mobile updates, etc.)Linked InA few times a week for postingIn regard to recruiting, constant updates are key
  • 20. 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 contentYoutube:Update only when new media is availableGoogle Places:Update when necessary
  • 21. 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 & dont like?Talk to colleagues (other businesses/partners)Have they noticed the social media efforts?
  • 22. How to measure Social Media: (part 2)Once research has been conducted both logistically & socially, reexamine the original goals for social media for the company