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Transcript of SOCIAL MEDIA PLAN.docx
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SOCIALMEDIA
PLAN
Sarah Fuson
Kassiday Blevins
Tyler Martin
Aitya Thornton
Table o Contents
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!istory
"""""""""""""""#$
Mission"""""""""""""""#$
Tar%et
Audien&e"""""""""###$'(
So&ial Media Foot)rint""""####
""('*
Co+)etitors""""""""""""
*',
-oals and
Strate%ies"""""""#.'/0Measure+ent
Strate%y"""""###/*'/1
Measure+ent
Tools""""""""###/,
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!istoryHarris Dental is a dentist ofce located in Maryville, MO. It was ounded
on May 5, 2009 by Marka! Harris and is wie "risty. Dr. Harris is
ori#inally ro! Idao $alls, Idao and went to %ri#a! &oun# 'niversity in
(rovo, 'ta, and ten went on to continue is education at "rei#ton
'niversity were e #raduated ro! dental scool. )ter #raduation Dr. Harris
ound e!*loy!ent in "olu!bia were e stayed or a year, ten !ade te
!ove u* to Idao or our years beore !akin# te bi##est !ove yet, to
Maryville were tey reside to tis day.
Harris Dental o+ers a lot o di+erent services. ey o+er sa!e day
crowns, i!*lants, andle toot decay tey ave -uality #eneral dentistry,
teet witenin#, and cos!etic dentistry. Harris Dental stays u*todate wit
te latest tecnolo#y and ave stateoteart e-ui*!ent. eir services
o+er a co!*letely *a*erless ofce and *rovide di#ital /rays and oral *otos.
)lon# wit Dr. Harris, Harris dental as tree additional e!*loyees racy
%ea#le, 1eanie c!idt, arri 3allace and 4arri enteHenderson.
Mission
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e !ain !ission or Harris Dental is to reac out in te co!!unity
locally and out o town to #ain new custo!ers.
Tar%et Audien&e
"urrently Harris Dental6s !ain ocus is to tar#et !oters and a!ilies.
ey want to tar#et !oters because tey are usually te ones wo
scedule te a**oint!ents, !ainly tose wo still ave cildren tat de*end
on te! 7ele!entary, !iddle scool, and i# scool8. eir second ocus is
to tar#et colle#e students and !ore s*ecicity international students
because tey don6t ave teir dentist witin reac, like do!estic students.
So&ial Media Foot)rint
Fa&eboo2
Harris Dental rst started teir $acebook *a#e in 2009 and currently
ave :; likes on teir *a#e. eir current *role *icture is o Dr. Harris
i!sel but teir rst *role *icture is a *oto o te ront o teir ofce ere
in Maryville. ey ave stayed *retty consistent wit teir cover *oto as
well. e rst cover *oto was a *icture o Dr. Harris and e!*loyees, but
tey u*dated it to teir *revious *role *icture o te *oto o te ront o
te ofce.
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*osts on teir *a#e but don6t ave very !any like or sares.
On teir $acebook *a#e tey ave ;;2 likes. eir site is down ?0@ wit
only A new likes tis *ast week. ey ave ad 2: *eo*le ceckin
trou# te site and ave ;A *eo*le talkin# about te!. )s you can see
below tey aren6t #eneratin# te en#a#e!ent tey would like to see wit
teir ollowers.
e *oto to te ri#t o te screen is Bust a ew o teir sared *osts
o reviews tat tey ave received or! custo!ers. is is were tey can
work on en#a#in# wit teir custo!ers and ollowers.
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T3itter
Harris Dental6s twitter account is !uc si!ilar to teir $acebook
account. ey ave A5 tweets, ollow ;; accounts, and ave C ollowers.
ey ave te sa!e *osts as teir $acebook *a#e, it is Bust a sared *osts
ro! $acebook !ade into a tweet. eir *resence on witter isn6t a very
bi# oot*rint and Bust like teir $acebook.
-oo%le 4
Harris Dental is not active on teir oo#le account at all. Oter tan
teir *role *icture and #eneral bio inor!ation, tey ave no content to
o+er to teir ollowers. )ltou# tey do ave ;; reviews tat ave
been *osted trou# teir oo#le, te !ost recent bein# about a
!ont a#o. On a *ositive note tis account as ad ;:,2?2 views but sadly
only as 2 ollowers. In te *icture below you can see tat tey aven6t
*osted anytin# on tis social !edia site.
)s you can see in eac tweet, it is
linked back to $acebook.
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Co+)etitors
Co+)ass Dental
)ltou# "o!*ass Dental is only on $acebook, tey are very active
and interactive wit teir custo!ers online.
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)lon# wit te *otos o te *atients wo #ot teir *resents ro!
"o!*ass Dental, tey also sare con#ratulations *ictures o teir e!*loyees
and custo!ers. $or e/a!*le, an e!*loyee #ot !arried so tey !ade an
announce!ent to te *ublic to con#ratulate te!.
Dr# Stan Snyder DDS
Dr. tan nyder takes a di+erent a**roac to is $acebook *a#e. 3en
a *atient co!es in tey =ceck F in> trou# $acebook and say wy tey are
in. His $acebook *a#e is considered =unofcial.> ere are only ei#t likes on
or is *a#e but as ad E5 visits. Due to tis *a#e bein# unofcial, tere
aren6t very !any statistics and nu!bers to evaluate te en#a#e!ent wit
ollowers.
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In addition to te ceck in6s tat e *osts to te $acebook *a#e, e
also as a ew *otos o *atients in te cair wit a ca*tion o teir reason
or teir visit. $riends and a!ily can co!!ent or like te *osts and stay
connected wit te! on a di+erent level.
-ardner 5e6ery P DDS
is is one Dentist ofce located in Maryville tat lacks any ty*e o
content on teir social !edia. ey ave te basic bio inor!ation but ave
0 *osts and don6t ave any *otosGvideos to sare but ave A likes and ;
visit. is *a#e is also =unofcial.> It does *rovide so!e contact ino suc as
te address and *one nu!ber. eir social !edia *resence doesn6t even
e/ist.
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-oals and Strate%ies
ere are two #oals we ave set or Harris Dental6s social !edia
*resence. %ased on te inor!ation we #atered, ere are our *lans and
su##estions to increase te social !edia *resence wit eac #oal broken
down into strate#ies.
-oal 7/
e rst #oal is to !arket te business. $or tis #oal we ave !ulti*le
strate#ies and tactics to el* reac tis #oal.
trate#y ; F Increase "o!!unity Involve!ent
o carry out tis strate#y Harris Dental needs to ave a *resence in te
co!!unity and connect wit te!. ey can acieve tis by attendin# local
events, suc as *ooound ootball, basketball #a!es etc. )t tese events
tey can distribute Harris Dental #iveaways and ost a drawin# or a bi##er
*rie. ey can inte#rate tis tactic wit teir social !edia by *ostin# aead
o ti!e about wat events tey will be attendin# and *ostin# te *rie tey
will be #ivin# away. )ter te event, tey can *ost videos and *ictures and
te winners. is can be done on eiter $acebook or witter.
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trate#y 2 F (rovide $acts about Dentistry or "lients
$or clients to better understand te dentistry eld and wy dental
y#iene is i!*ortant, Harris Dental can *ost ti*s and tricks to el* wit
dental y#iene. ey can also *ost ter!s tat tey use wen s*eakin# wit a
client. $or
e/a!*le, a dental word o te week. ese *osts can be serious but can also
be used a u!orous *ost. is *ro*osal is directed !ore towards witter and
te youn#er co!!unity.
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trate#y A F (rovide
3ays or Discounts and Deals
In order to acco!*lis tis strate#y Harris Dental can *rovide a way or
clients to *ost on teir *a#e. )n e/a!*le o tis is *rovidin# a liesie cutout
in te ofce tat clients can take *ictures wit or by attendin# an event tat
Harris Dental attends. ey can *ost tose *ictures on te Harris Dental
$acebook *a#e to be entered into a #iveaway. e winner could receive a
discount on te ne/t service alon# wit oter Harris Dental #iveaways. is
ca!*ai#n can run every ew !onts.
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trate#y E F et to 4now te ta+
o te clients #et to know teir dentist and y#ienists on a !ore
*ersonal level and el* clients eel !ore co!ortable, we ca!e u* wit te
=uess te J!*loyee a!e.> is #a!e el*s te client #et to know te
sta+ on a !ore *ersonal level and *ut a *ersonality to te sta+ !e!ber. is
#a!e will only take *lace every A !onts or so. o be#in tey will *ost a
*icture alon# wit te bio o a sta+ !e!ber. Here te client as to
kee* track o te social !edia *a#es o Harris Dental and te
e!*loyees tat ave been *osted. )ter all te bios ave been revealed te
#a!e be#ins. ) clue will be *osted and te clientsGollowers ave to #uess
wo tey tink it is. e winner will be #iven a
*rie o Harris Dental6s coosin#. is tactic is directed or bot $acebook
and witter.
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trate#y 5 F Increase
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o te social !edia ca!*ai#n. ey can tar#et !o!s by *ostin# about si/
!ont cecku*s around te busy ti!es o te year suc as beore scool.
ey can also *ost acts about wy it is i!*ortant or teir cildren to #et
teir si/ !ont cecku*s. is ca!*ai#n is ocused !ore towards $acebook
because tat is te social !edia tat !ost !oters use. witter can also be
inte#rated every now and ten or te youn#er !oters.
trate#y 2 F (rovide esti!onials
o!etin# tat tey already *ost on teir social !edia is testi!onials
and reviews. ese are te !ain *osts on teir social !edia ri#t now. ey
sould continue to use tese *osts but tere are ways tey can i!*rove
u*on te!. $or e/a!*le, tey can !ake te! !ore visual by addin# beore
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and ater *ictures. ey can also i!*rove by addin# so!e kind o incentive
to teir likin#. ey can use tis on all teir social !edia *lator!s.
trate#y A F
Keco#nie
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social !edia and in te ofce. ey can create teir own criteria or te
reward syste!, or e/a!*le a cavity ree club or te Lossin# su*erstars.
ey can write *ost about new *eo*le tey add to te reward syste! as well
as avin# a board to *ost *ictures on in te ofce. ey can also add
incentives so *eo*le want to !ake te rewards #rou*. ese *osts can be
used on teir $acebook and twitter tat way tey tar#et all audiences.
Measure+ent Strate%y
oal ; Market te %usiness
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One o our strate#ies or tis #oal is to increase co!!unity
involve!ent by trowin# out tsirts at basketball or ootball #a!es ten
once tey brin# in te tsirt te client will receive ;0@ o+ or teir visit or a
cou*on or teir ne/t visit. One way to !easure tis is to count te a!ount
o cou*ons used ro! te tsirt toss eac !ont. ) #oal is to increase
custo!ers by 20@ in a our !ont
*eriod.lkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkc0vo
Baseline 5anuary February Mar&h A)rilNu+ber
o
Custo+er
s
oal 2 ar#et Mo!s o De*endent "ildren
One o our strate#ies is to ensure client retention. One tactic or tis
strate#y is to *ost re!inders about si/ !ont cecku*s. ) way to !easure
tis would be to track te a!ount o si/ !ont cecku*s over a *eriod o
ti!e. ) #oal could be to increase te a!ount o si/ !ont cecku*s by 20@
over a our !ont *eriod ti!e ra!e.
Baseline 5anuary February Mar&h A)rilSi8
MonthChe&2u)s
oal A Increase ocial Media (resence in eneral
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One way to easily !easure te social !edia *resence is to kee* track
o ollowers, retweets, and likes on witter and likes, co!!ents, and sares
on $acebook. ) #oal is to increase te a!ount o $acebook and witter
activity by 20@ over a our !ont *eriod.
Baselin
e
5anuary February Mar&h A)ril
Fa&eboo2'Li2es'
'
Co++ents'
'shares'T3itter'Follo3ers''9et3eets'
'Li2es''9e)lies'
Measure+ent Tools
$acebook Insi#ts
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$acebook insi#ts is a #reat tool to utilie wen lookin# at te activity
and *ro#ress o a $acebook *a#e. 'sin# tis $acebook tool is an easy way or
Harris Dental to kee* track o teir activity.
witter )nalytics
witter analytics is anoter tool to use to calculate your activity and
en#a#e!ent wit ollowers. %elow is a screensot o wat tis tool looks like.