Social Media Strategy
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Transcript of Social Media Strategy
Tuscawilla Animal HospitalSocial Media Strategy
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
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
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
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
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
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
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
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
Social Media ObjectivesTarget Customer: Female between ages of 30-50 with a pet
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
Online Brand Persona and Voice
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
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
ToolsApproved
Hootsuite Buffer Twitter Instagram
Rejected N/A
Existing Subscription Licenses N/A
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
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
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
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
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.
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
Measurement and ReportingQuantitative KPIs
Reporting period: Monthly Data as of February 15th
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%
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%
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
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