Social Media Strategy 2016

PUR3622Justin Wilken

2/21/2016

TABLE OF CONTENTS1. Executive Summary, February 2016

2. Social Media Audit

a. Social Media Assessment, February 2016

b. Traffic Sources Assessment

c. Customer Demographics Assessment

d. Competitor Assessment

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results, October 2015 though January 2016

EXECUTIVE SUMMARYThe purpose of this social media marketing strategy will

NOT be to mimic our competition in the local market.

Instead it will be a customer centered focus that will show

how Boulevard Tire Center outperforms their competition

in quality service, strategically placed storefronts, and

competitive pricing. BTC will stand out online as a leader in

the auto industry with expert content and an attention to

detail for customer needs.

SOCIAL MEDIA ASSESSMENT

Platform URL Followers Average Weekly Activity

Reach/Impressions

Facebook facebook.com/boulevardtirecenter 1209 7 post per week 14.7%

Twitter twitter.com/boulevardtire 1387 7 post per week 16.9%

Data collected in October 2015

Both accounts have nearly the same amount of followers and very little deviance in reach. Twitter just barely edges out Facebook

Customer Demographics Assessment CUSTOMER DEMOGRAPHICS ASSESSMENT

Demographic % of Target Adults

Women 60%Age 45-64 60%HHI $50K+ 47%White Collar Workers 27%Retired 43%Some College 41%Married 63%Widowed 22%Caucasian 87%Men 40%

Demographic of Social Media Users

Twitter

Facebook

Women 36% 52%

Men 64% 47%

21-35 N/A 14%

35-45 N/A 10%

45-64 N/A 16%

Married women between the ages of 45-64 are BTC’s largest customer demographic.Women make up most of BTC Facebook following but BTC has more men Twitter followers.

Competitor AssessmentCompetitor Strengths Weaknesses

McGee Auto Services and Tires

• Extensive followers on Facebook

• Quality content posted to throughout the week

• Content relative to the tire/auto service industry

• Twitter without a single tweet since joining in 2011

• Twitter without header photo

• Facebook page not as professional (graphics)

Burt Brothers Tire and Service

• Strong presence on Facebook, lots of followers

• Great two-way communication with

customers

• Relative content posted intermittently throughout

the week

• Highlights positive feedback on Facebook newsfeed

• Twitter feed has multiple duplicated post

• Does not have an extensive following on Twitter

SOCIAL MEDIA OBJECTIVES• Our focus for 2016 will be to gain a greater following on our two social

media platforms, Facebook and Twitter.

• Along with developing a larger social media following we will need to

provide more appealing and relevant content to engage our audience.

• We will use this content to drive more traffic to our web page along

with spurring interest for our products and services.

Some specific objectives include:• Targeted Facebook and Twitter

Campaigns1. Specific product brands2. Buying options3. Local new and existing consumer base4. Specific Vehicles

ONLINE BRAND PERSONA AND VOICE

Adjectives describing BTC:• Reliable• Safe• Efficient• Knowledgeable• Innovative

When interacting with customers we are:• Friendly• Sociable• Helpful• Honest

STRATEGIESPaid:-Boost social media generated ads that include coupon codes to increase in-store traffic.

Owned:-Reinforce our hashtag campaigns (#morethantires & #BTCPromise) across all marketing including social media accounts, advertisements and mention to in-store customers.

Earned:-Offer coupon codes and sweepstakes for followers who share BTC Facebook page, Facebook content, retweet Twitter content and providing feedback or an experience they had with BTC on any social media pages with a tag to BTC.

TOOLS

• Hootsuite

• Adobe (Image and graphic designs and creation)

TIMING AND KEY DATES

Key Dates:• 12/28-2/28 Michelin-Costco Promo• 2/18-3/16 Michelin-BJs Promo• 4/18-5/08 BF Goodrich Promo

Reporting Dates:• Reporting quarterly; October, January,

April, July (BTC fiscal year October- October)

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Mike Drungell – Position: Retail General Manager Mike is the Retail GM for Boulevard Tire Center. He is the final point of action for all major decisions made in relation to BTC’s web functions. Mike

approves or denies the overall budget for social media and online advertising and approves or denies promotional web ads and social media campaigns.

Harper Hill – Position: CEO of Hill & Hollis Harper is an outside marketing advisor that helps BTC translates their brand and vision into social media campaigns. He helps BTC create a better social media presence by directing and helping to influence strategies for increased branding. Harper and his team also are huge promoters of BTC and share a

lot of their online content with a massive online social audience.

Summer Meents – Position: Information Technology Manger Summer Meents holds a multitude of different positions for Boulevard Tire Center. For social media purposes Summer’s title falls under IT manager. She

integrates Boulevard Tire Center’s point of sale system (ASA Tire Master) with all social media platforms in order to make online shopping a possibility for customers. Most of this is still in the works, but BTC is hopeful in establishing a better buying experience for online customers through social media.

Olivia Stevens – Marketing & Media Relations Olivia is the woman behind all of BTCs daily social media interactions. She creates schedules, manages the advertising budget for social media, interacts

with customers through reviews and surveys, measures insights and analytics, and creates promotions/ads.

SOCIAL MEDIA POLICYBoulevard Tire Center Social Media Policy:Employees are encouraged to support and interact on social media with Boulevard Tire Center in a professional manner on their own free time.Social Media interaction should not take place on Boulevard Tire Center server controlled computers and should not be accessed on Boulevard Tire Center employee cellphones and tablets. Dishonorable content such as racial, ethnic, sexual, religious, and physical disability slurs are not tolerated.Employees are not allowed to disclose information that are financial, operational and legal in nature, as well as any personal information that pertains to clients and customers.

• Respond timely to customer questions or feedback with appropriate responses• Never let a customer complaint or negative comment provoke a negative response from a BTC account• PG rated content only!• Keep content relative to our audience, services, products and BTC’s brand• Proofread every post and do not use slang or provocative language• No sidebar conversations with single individuals or groups• NEVER, under any circumstance, belittle or provoke an argument with a customer.• Have fun but stay respectful

CRITICAL RESPONSE PLANIf a customer contacts Boulevard Tire Center with a question, concerns, issue or problem, the marketing and media relations department should immediately respond and include the following in the response:

-an apology on the issue-a reassurance in our brand, business ethics, and company values-an inquiry for contact information if not provided-the contact information for Mike Drungell (Retail issues) or Steve Stevens (Commercial issues)-the contact information for the marketing and media relations department

If the customer does not respond or provide contact information after a 24hr period a claim should be typed, noted, and filed of said question, concern, issue or problem.

MEASUREMENT AND REPORTING

Reporting every 3 months, data as of January 2016

Source Volume Overall Traffic %

Conversion Rate

Facebook 6,722+5% growth 17% 1.3%

Twitter 5,139Down 2% 15% 0.9%

Social Network Data

Platform URL Followers Average Weekly Activity

Reach/Impressions

Facebook facebook.com/boulevardtirecenter

1332+123 new followers

13 post per week

+6 more post per week

16.5%Up +1.8%

Twitter twitter.com/boulevardtire

1560+173 new followers

13 post per week

+6 more post per week

19.7%Up +2.8%

Hashtag Campaigns Performance

• Between October 2015 and January 2016 #morethantires was mentioned on Twitter 800 times & #BTCPromise was mentioned 950 times.

• Post provided with video or photo along with hashtag retweeted 66% more.

Sentiment Analysis

An analysis of the interactions on 50 Facebook posts and 50 Tweets revealed the following:

• Content that included media such as photos and videos were more likely to be shared or retweeted among the community• Content that included vehicle enthusiast, specific types of vehicles (high-end, off-road, commercial) drew more likes than

tire specific content• Interactive polls worked well to draw participation and customer opinion on products and services offered• The largest negative feedback was geared toward competitive pricing with our local competitors (higher pricing than our

competitors)

Proposed Action Items

• Continue hashtag campaigns, #morethantires &#BTCPromise• Focus more on vehicle enthusiast content that includes photos and videos• Prepare an Instagram content strategy for the upcoming quarter.