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Southwest Exteriors : Social Media Evaluation

By: Chris Montemayor. Southwest Exteriors : Social Media Evaluation. 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

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Southwest Exteriors : Social Media Evaluation

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  1. By: Chris Montemayor Southwest Exteriors : Social Media Evaluation

  2. 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)

  3. 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

  4. What kind of communication reaches them? Generation X • 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 Characteristics: What they may look like:

  5. What kind of communication reaches them? Baby Boomers • 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 Characteristics: What they may look like:

  6. What kind of communication reaches them? Retirees • 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 Characteristics: What they might look like:

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

  8. Facebook

  9. 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

  10. Twitter

  11. 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)

  12. Linked In:

  13. Linked In: • 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&A’s • Cons: • Requires commitment (takes awhile to attain connections)

  14. 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 • Google’s Service is subpar at best.

  15. 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.

  16. 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

  17. 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

  18. 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

  19. 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?

  20. 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

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