TVA 360° Virtual Tours Brett Henderson Mission Statement TVA 360 is a company that creates high quality virtual tours. We have created a website to provide information, samples, and contact info for our customers and potential new customers. We are proud of our product and we want to share it with everyone. TVA stands for Tyler Van Arsdale, who is the owner of this company as well as the inventor of the program used to create the virtual tours. We pride ourselves on having a technologically advanced product as well as great customer service. We know that our virtual tour is a high-‐quality, high-‐functioning, and technologically savvy product. None of our competitors have the quality of tour that we provide. We will be using our web presence to showcase our talents and keep in touch with our customers, as well as gain new customers. We chose to do a blog because according to an article in the Journal of Advertising Research, “Blogs have become highly fashionable among writers, readers, and marketers. They are now leading destinations among web users” (Colliandr J. March 2011). We will drive our web presence to our blog through Twitter, YouTube, Facebook, and Email. Target Audience Our primary target market will be insurance agencies because we want to provide our services to helping people in need. We would provide a virtual tour that would showcase all of the valuables that each of our customers own. This service would be used if a disaster, such as a fire, tornado, or hurricane occurred and
destroyed their property. This would aid the insurance agencies in helping replace customers’ valuables. Our secondary target market will be brokerage firms in the Tulsa, Oklahoma area. We would like to tap into the more expensive houses in price ranges over $180,000. The areas that we want to use are the surrounding cities of Tulsa, such as Broken Arrow, Jenks, and Sand Springs. The customer will use our product to sell their house as quickly as possible by showcasing their house on the Internet. Our customers want to sell their house and get it off the market. The only requirements for using our product are to have a house for sale. Needs The needs we are trying to fulfill for the user are samples of the product, information, answers to questions, interaction with the company, and company updates. We want to provide as much information as we can to keep people interested in TVA 360. Working with the company as a consultant for the past two years, I have had the opportunity to talk with potential customers about what they think we need to provide. According to the feedback, we need to get our product out in front of people so they can see the full effect of what our tours can provide. We know that if we can get enough people to see the high-‐class product that we provide, we can make a huge splash in the industry. We ran a SWOT analysis of our company to show what we can provide and what we need to improve (see figure 1). On the Website, they will get to see samples of tours with voice-‐overs that serve as a testimonial of our product. The samples of the product are the most important need
of the consumers, and that is our main reason for having a web presence. The rest of the information is just to provide a reason for people visiting our site more than once. The needs of our consumers are something we take very seriously, so we are continually uploading more tours that we shoot, blog posts that the consumers can read, and a continually updated site they can frequently visit. (Figure 1) Content Our content meets the needs of the audience by providing blog posts that introduce us, break down pricing, and share our adventures and other tips that we think are important. We based our content off of three different steps that we found in Tactics Journal:
• Deliver Value – Focus on the customer not the company, think of the company as a publisher, and promote resources not products and services. • Have a Voice-‐ A blog theoretically is a personal journal. So have a personality not a PR department’s personality. • Think Visually-‐ Look at your blog post. Break up the copy and make it readable to the consumers. Use subheads, bullets bold face lead-‐ins, links and highlight words. (Wyile A. July 2011) We have created a focal point on the home page with our name and slogan of the company. According to the article, “Hummingbirds,” “…your focal point is the equivalent of a big sign that says, ‘Really amazing stuff starts here’” (Hummingbirds). We have used the 5 principles of media creation according to the “Principles for a New Media Literacy” article that was published in the Berkman Center for Internet and society at Harvard University: 1. Do your homework, and then do some more. 2. Get it right, every time. 3. Be fair to everyone. 4. Think independently, especially of your own biases. 5. Practice and demand transparency. (Gillmor D. 2008) Blog posts are an important product of the site. It allows us to bring in potential customers, as well as keep them coming back. It makes the website feel less like a company pushing business on them, but still keeps them informed and our business in their mind. The blog posts will vary in information such as Meet the
Owner, Introduction to the Company, Updates on Products, and Polls. We will post polls once a week on different topics to keep the audience feel like part of the team, while it allows us to gather consumer feedback. Guests will also get to comment on the site to leave feedback about our products and sevices. The comments will be monitored by our team in order to collect useful responses and keep spam or inappropriate content off of the site. We have a Frequently Asked Question page where questions are answered directly by the owner. We decided to have them answered by Tyler to bring a sense of comfort to the consumer by connecting the audience with the owner. It gives them the feeling that Tyler is answering their questions directly. We chose to have a photo gallery to showcase some of the photos we have taken at the tour shoots. This serves as a place to showcase our talent and creativity. It also gives the consumer some really cool pictures to look at and will keep bringing them back to our site. They will also like it because it will show off their house to every viewer that comes to the site. It will give them a sense of pride to know that their house can be showcased on our site. All of our efforts to get people to the site will pay off when they click on the virtual tour tab. On this tab they will get to see samples of tours that we have completed. These tours are filmed and are uploaded on YouTube and embedded on the page. The videos will be a sample of the virtual tour to give the audience an idea of what the tour is. The sample will provide a voice-‐over that gives a testimonial to our efforts, and it will give an outside voice so our audience feels comfortable on the site.
Social Media Facebook will be a big part of how we integrate social media into our site. We have created a Facebook fan page, and it has been posted to the website as a widget. Consumers who visit the site will be able to “Like” the fan page without clicking off of our page. This will give them updates on happenings on the blog as well as serving as a forum for our consumers to communicate with each other and with us. We chose to have a Facebook because of the large numbers of users and its continuing expansion. In an article in the “Mobile Marketing Association,” it says that 59.57% of the sample survey respondents had a Facebook (Sangwon L. Winter 2011). Twitter will be used to provide updates to our audience. We will use it to let people know what is currently happening on our site. We are using Twitter because of the monthly user rate, which is rapidly growing in the recent years. A study in the Mobile Marketing Association that shows “between December 2008 and Februrary 2009, Twitter adoption already passed the critical mass point at which enough individuals have adopted an innovation so that the innovation’s further rate of adoption becomes self-‐sustaining" (Sangwon L. Winter 2011). We try to follow Susan Gunelius’s Twitter Dos and Don’ts to make sure we are following the correct code of conduct on twitter. She has six different guidelines that we use: 1. "Do you have a plan" – We will spend time throughout each workday that we are on Twitter reading through our @ mentions, replying to questions, and connecting with our followers.
2. "Don’t over promote" – We will follow the 80 – 20 rule in which 80% of our tweets will be non-‐promotional while the other 20% will promote the company. 3. "Do integrate your efforts with other marketing initiatives"-‐ We will include our Twitter address with all of our marketing pieces. This will connect our users to our website and allow them to get updates on new posts and other content provided such as new tours, links and photos. 4. "Don’t get too personal or too negative" – We follow the rule of “If you wouldn’t share information with a customer in person, then you definitely shouldn’t share it on Twitter.” We will also shy away from being negative on our Twitter page. 5. "Do engage and interact" – We will make an effort to engage in conversation and connect socially with our followers. We want to have a good time and promote our information that we have for every day life such as pricing and what they can use a tour for. 6. "Don’t use corporate Jargon or rhetoric" – We don’t want to build a relationship with scripted brochure we want to interact like a human and not a robot. (Gunelius S. March 2011) These steps will help our company stay connected with our followers and keep them coming back to the site. We believe if we can keep a social friendship with our customers, they will remember us when it comes time to have work done. Our tours will be sampled by making YouTube videos with voice-‐over testimonials. We chose a YouTube channel because of the reach that it has to the
younger generation. Clement Chau said, “YouTube provides a sociotechnical platform to support a participatory culture among young YouTubers” (Chau C. Winter 2010). Three samples of the tours will be embedded on our page with a link to the YouTube channel where they can view more samples. There will also be a link to the website that has all of the virtual tours that we have done so they can look at them if they want more information. We have an e-‐mail account set up for people who want to get in contact with us. They will be able to email us with questions, to book appointments, and receive newsletters of what is happening with the company. E-‐mail is a quick and price efficient way of communicating. Our main focus of our website is to establish our web presence. We live in a generation where our audience needs information, and they need it fast. We spend a lot of time updating our Facebook, Twitter, and YouTube channels to make sure our audience has that information. We want to continue to post blog updates and information that will keep brining customers back to the site on a regular basis.
Reference Page • Lee, S., & Cho, M. (2011). SOCIAL MEDIA USE IN A MOBILE BROADBAND ENVIRONMENT: EXAMINATION OF DETERMINANTS OF TWITTER AND FACEBOOK USE. International Journal Of Mobile Marketing, 6(2), 71-‐87. • Chau, C. (2010). YouTube as a participatory culture. New Directions For Youth Development, 2010(128), 65-‐74. doi:10.1002/yd.376 • Adams, J., Brunner, B. R., & Yates, B. L. (2010). Social-‐Structural Factors and E-‐mail Communication with College Students: A National Study of Journalism and Mass Communication Faculty. International Journal Of Instructional Media, 37(3), 251-‐262. • Wylie, A. (2011). Polish your posts: 3 ways to improve your blog copy. Public Relations Tactics, 18(7), 7. • Following the Fashionable Friend: The Power of Social Media. (2011). Journal of Advertising Research, 51(1), 313-‐320. • DeKay, S. H. (2011). Doing What’s Right: Communicating Business Ethics.Business Communication Quarterly, 74(3), 287-‐288. doi:10.1177/1080569911413813 • Bakshi, S. (2011). Blogged down: What makes a good blog. Public Relations Tactics, 18(3), 16. • Shoemaker, P. J., & McCombs, M. E. (2003). Survey Research. Mass Communication Research and Thoery. • Gillmore, D. (2008). Principles for a New Meda Literacy. Berkman Center for Internet and SOciety at Harvard University. • Layout: Where to put your visuals & type for impact. (n.d.). Humming Birds, 71 -‐ 81.