Social Media Strategy

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Tuscawilla Animal Hospital Social Media Strategy

Transcript of Social Media Strategy

Page 1: Social Media Strategy

Tuscawilla Animal HospitalSocial Media Strategy

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Table of Contents Executive Summary Social Media Audit Social Media Objectives Online Brand Persona and Voice Strategies and Tools Timing and Key Dates Social Media Roles and Responsibilities Social Media Policy Critical Response Plan Measurement and Reporting Results

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Executive SummaryGoal: To improve our online presence and the

quality of activity to gain recognition We want to focus on our customer relations

and building trust to gain clientele in the local community Share our bond with our animal patients

Two Main Strategies: Post on social media more frequently Create consistent media projects and posts, such

as Pet Spotlight and Veterinarian Biographies

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Social Media Audit Social Media Assessment: There is little activity

overall, with the primary source being Facebook. Should consider creating another social media account to improve social media presence and post more on Facebook and LinkedIn.      Social Network

URL Follower Count

Avg Weekly Activity

Avg Engagement Rate

Facebook www.facebook.com/Tuscawilla-Animal-Hospital-313367256434/ 358

1 Post 5 Likes Per Post

LinkedIn https://www.linkedin.com/company-beta/4567484/

10 0 0

Twitter None 0 0 0Instagram None 0 0 0

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Social Media AuditWebsite Traffic Sources Assessment: Facebook is

yet again the largest source of traffic to the website. There is little activity on LinkedIn and Instagram only exists for the clinic as a location, but there are clients tagging the clinic.Source Volume % of

Overall Traffic

Conversion Rate

Facebook 100 Unique Visits

15% 5%

LinkedIn 20 Unique Visits

2% .05%

Instagram No Data No Data No DataTwitter No Data No Data No Data

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Social Media Audit Audience Demographics Assessment: The majority of

clients lie in the 30-50 age range. Facebook is the main network used and clients need routine care for animals, with emergency visits and boarding care for animals coming second.

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

15% 20-30

60% Female

100% Facebook

5% LinkedIn

Routine medical care for animals

Boarding animals/emergency

35% 30-40

40% Male 0% Twitter

35% 40-50

0% Instagram

15% 50-70

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Social Media Audit Competitor Assessment: The main competitor is Tuscawilla

Oaks Animal Hospital. They have a much more consistent social presence with more photos and interactive links, as well as replying to customers. The other two clinics are also not very present on social media.

Competitor Name

Social Media Profile Strengths Weaknesses

Tuscawilla Oaks Animal Hospital

FB: TuscawillaOaks Larger following, photos used, posts frequently, complete “About” section

Generic dog photos

Lake Jesup Animal Hospital

FB: lakejesupanimalhospita

Good quality photos

Rarely posts, lacks contact info

Winter Springs Veterinary Hospital

None Loyal customer reviews on Yelp

No social media profile, No activity

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Social Media ObjectivesThe overall objective is to increase social media

activity and gain more followers as a result of a larger social media presence.

Specific Objectives: Post 30% more visual content on Facebook by May 31st,

2017 Includes photo, video, and links

Increase posts from 1 to 3-5 posts weekly on Facebook Reach 800 followers by May 31st, 2017

Create an Instagram account Reach 100 followers on the account

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Social Media ObjectivesKPIs

# of Followers on Facebook and Instagram # of posts weekly # of likes on posts # of replies to comments

Key Messages Animal care you can count on Veterinarians for your animal AND you

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Social Media ObjectivesTarget Customer: Female between ages of 30-50 with a pet

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Online Brand Persona and Voice Adjectives that describe our brand

Loving Caring Genuine Reliable Gentle Diligent

Example of Brand Voice in Social Media Interactions Fun photos of pets/clients Cares for customers specific needs

Shares articles for certain holidays and pet health

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Online Brand Persona and Voice

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StrategiesPaid:

Designate a veterinarian technician to be the social media manager and raise their pay. Also boost the Facebook posts to get more recognition

Owned Post a minimum of three times on Facebook

weekly and change profile picture/cover to consistent branding.

Post on LinkedIn at least three times a week and ensure all staff are connected to company page

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StrategiesEarned

On new Instagram, feature specific clients with #PetPaparazzi and also weekly staff spotlights to promote the friendly professionals at the clinic.

Create Twitter account and utilize #PetPaparazzi on Twitter as welll

Connect with existing clients on both platforms by finding the tagged location

Use Facebook to promote the other social media platforms

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ToolsApproved

Hootsuite Buffer Twitter Instagram

Rejected N/A

Existing Subscription Licenses N/A

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Timing and Key Dates Holiday Dates

Memorial Weekend July 4th

Thanksgiving Christmas

Internal Events Robyn’s Break (April 1st-April 31st)

Lead Times N/A

Reporting Dates Report on the 31st of each month

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Social Media Roles and Responsibilities Social Media Director: Maria Suero

Oversees social media manager and coordinator Decides when to offer promotions on social media

Social Media Manager: Amy Newkirk Posts on all social media platforms Manages Social Media Coordinator Picks photos to use, hashtags, and watches KPIs

Social Media Coordinator: Monica Suero Chooses pet spotlight of the week Takes all photos for social media accounts Creates promotions for social media to place in clinic

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Social Media PolicyBe RespectfulNo ProfanityNo Blurry PhotosReply to any comments within 24 hoursUse flattering photos of animals/staffDon’t speak about the competition Talk speak poorly about the pets

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Critical Response Plan Scenario 1: Picture of dog unconscious after medical

procedure posted 1. Maria (Social Media Director) screenshots post

Deletes post 2. Touches base with Amy (Social Media Manager) to see why

picture was posted Discuss what to do next if client complains, people are upset

over sensitive material, etc 3. Amy creates follow up apology post. Maria handles any upset

clients, press, etc 4. Monica (Social Media Coordinator) is not to photograph

unconscious patients in future; consider disciplinary action

Pre-Approved Messaging: Up to Maria’s discretion on severity of post/how long it was left on account

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Critical Response Plan Scenario 2: Angry client posts about dog’s care

1. Maria reads post, immediately pulls animal file to see who was the veterinarian in charge of animal Check sign-out forms to see if dog was in any pain when leaving

clinic 2. Amy replies to post with apologetic tone, asks if they would like

to come in or call to speak with staff 3. Maria handles direct contact with customer in person or over

the phone Shows paperwork if needed or complimentary follow-up with vet If legal action is pursued, Maria handles the situation from there Pre-Approved Messaging: We are extremely sorry for “pet’s

name” discomfort! Please contact us at “phone number” or come by the clinic so we can know more about the situation.

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Contact Information

Position Name TelephoneOwner Alex Suero 407-699-1500Social Media Director Maria Suero 407-699-1500Social Media Manager Amy Newkirk 407-321-8090Social Media Coordinator

Monica Suero 407-866-5123

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Measurement and ReportingQuantitative KPIs

Reporting period: Monthly Data as of February 15th

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Measurement and ReportingSocial Network DataSocial Network

URL Follower Count

Avg Weekly Activity

Avg Engagement Rate

Facebook www.facebook.com/Tuscawilla-Animal-Hospital-313367256434/

1000 Up 30%

3 Posts Per Week 15%

LinkedIn https://www.linkedin.com/company-beta/4567484/

100 Up 90%

1 Post Per WeekUp 100%

5%

Instagram TuscPets 100 FollowersUp 100%

3 Posts Per WeekUp 300%

10%

Twitter TuscPets 100 FollowersUp 100%

3 Posts Per WeekUp 300%

10%

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Measurement and ReportingWebsite Traffic Sources Assessment

Source Volume % of Overall Traffic

Conversion Rate

Facebook 1500 Unique VisitsUp 90%

30% 10%

Twitter 300 Unique VisitsUp 300%

15% 5%

Instagram 150 Unique VisitsUp 150%

20% 5%

LinkedIn 100 Unique VisitsUp 80%

10% 5%

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Measurement and ReportingResults Assessment

Over 50 people checked in at the clinic on Instagram within the first month. The posts with the #PetPaparazzi got upwards of 200 interactions and Twitter also reached 100 followers.

Qualitative Sentiment Analysis

Customers revealed with their Instagram and Twitter posts that their dogs were happier after their visits

They appreciated the family quality at the clinic and the pet highlights showing customer care

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Measurement and ReportingProposed Actions

Being highlighting staff each week using social media

Continue posting regularly on all social media Offer promotions from social media pages for

checkups, dental, etc Continue pet highlights weekly