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By: Chris Montemayor

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What are the goals? Increased Brand awareness Increased Internet Presence Social Media/SEO/Review Sites Better customer service Be able to answer all questions that customers have prior to scheduling appointment Better customer education Be able to teach potential customers about product (factual information, benefits, customer testmonies)

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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

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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

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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

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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

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What Social Media would work best? Facebook Twitter Linked In Blogging Google Places Youtube

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Facebook

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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

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Twitter

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Twitter: Pros: Extremely fast relaying of info Allows company to follow competition/customers Serves as great Link to other Social Media Allows for conversation/sharing of thoughts with interested parties (i.e. #Hashtags & @____) Cons: Can be addicting Must be a focused effort (no one cares what we ate for lunch)

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Linked In:

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Pros: Allows business to connect with other professionals Great for employee Recruiting Great for establishing industry expertise (referrals) Great to follow Forums on related fields User can publish presentations/information User can publish polls/Q&As Cons: Requires commitment (takes awhile to attain connections)

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Google Places Pros: Great for increasing visibility Great for SEO Allows User to post pics, videos, coupons, company info, links to social media Great for listing Customer Referrals Cons: People can leave malicious reviews Googles Service is subpar at best.

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Blogging Pros: Great for SEO Great for establishing expertise Great for connecting with audience Cons: Can be time consuming Requires right mindset Can be subject to scrutiny Quality material is a MUST.

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Youtube: Pros: Great for SEO Videos provide an more intimate look at a topic Great for Viral Marketing The amount of users is staggering Cons: Videos may not be viewed very much Oversaturation

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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

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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

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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?

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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