SOUTHWEST EXTERIORS :

SOCIAL MEDIA EVALUATION

By: Chris Montemayor

What are the goals? Increased Brand awareness

Increased Internet Presence○ Social Media/SEO/Review Sites

Better customer serviceBe able to answer all questions that customers have

prior to scheduling appointment

Better customer educationBe able to teach potential customers about product

(factual information, benefits, customer testmonies)

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

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

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

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

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

Facebook

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

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&A’s

Cons:Requires commitment (takes awhile to attain

connections)

Google Places

Pros:Great for increasing visibilityGreat for SEOAllows User to post pics, videos, coupons,

company info, links to social mediaGreat for listing Customer Referrals

Cons:People can leave malicious reviews

○ Google’s Service is subpar at best.

Blogging

Pros:Great for SEOGreat for establishing expertiseGreat for connecting with audience

Cons:Can be time consumingRequires right mindsetCan be subject to scrutinyQuality material is a MUST.

Youtube:

Pros:Great for SEOVideos provide an more intimate look at a

topicGreat for Viral MarketingThe amount of users is staggering

Cons: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 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

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

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 & don’t 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