Media Strategy 2017 for Glenn I. Jones Home Services Heating & A/C Specialists

1. Media Strategy
Courtney Rowe
02-­‐14-­‐2017
GLENN I. JONES HOME SERVICES

2. TABLE OF CONTENTS
1. Executive Summary, February 2017
2. Social Media Audit
a. Social Media Assessment, February 2017
b. Traffic Sources Assessment, August 2016 – January 2017
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools

3. TABLE OF CONTENTS
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement and Reporting Results, February 2017 -­‐ April 2017

4. EXECUTIVE SUMMARY
• Our main social media goal for 2017 will be to gain a larger community of
followers on social media platforms.
• Chief focus will be placed on aiding revenue goals by building stronger
relationships with our customers and creating content significant to our brand
and followers.
• Two important aspects to social media strategy:
1) Responding to customers online in a timely, professional manner.
2) Curating informative, engaging content relevant to our audience and brand.

5. SOCIAL MEDIA AUDIT
• Following is an audit of Glenn I. Jones Home
Services’ social media presence to date. It
includes an assessment of all social networks,
web traffic, audience demographics and a
competitor analysis.

6. SOCIAL MEDIA ASSESSMENT
• DATA AS OF FEBRUARY 14, 2017
SOCIAL
NETWORKS
URL FOLLOWER
COUNT
AVERAGE
WEEKLY
ACTIVITY
AVERAGE
ENGAGEME
NT RATE
#INTERACTION
#REACH
FACEBOOK https://www.fac
ebook.com/Gle
nnJonesHomeSe
rvices/
252 4 posts per
week
3%
TWITTER https://twitter.c
om/GlennJones
HVAC/
59 4 posts per
week
0%

7. SOCIAL MEDIA SUMMARY
• At present time, the highest percent of
interactions per post occurs on Facebook.
(engagement rate cannot be assessed at this
time.) Little to no interaction occur on Twitter
therefore deactivating this platform is advised.

8. WEBSITE TRAFFIC SOURCES ASSESSMENT
• Timeframe: Monthly average, August 2016 to January 2017
SOURCE VOLUME PERCENTAGE
OF OVERALL
TRAFFIC
CONVERSION
RATE
FACEBOOK 1 UNIQUEVISIT 3% .4%
TWITTER 0 UNIQUEVISITS 0% 0%

9. TRAFFIC SUMMARY
• Currently, Facebook is the largest generator of
traffic to our website.The conversion rate
(conversion goal =calls from phone number on
website). No interactions were recorded via
Twitter.

10. AUDIENCE DEMOGRAPHICS ASSESSMENT
• Survey distributed in November/December via email and upon visitation to
our office. Total applicant responses: 250 AGE
DISTRIBUTI
ON
GENDER
DISTRIBUTI
ON
PRIMARY
SOCIAL
NETWORK
SECONDARY
SOCIAL
NETWORK
PRIMARY
NEED
SECONDARY
NEED
2%
18 - 30
60% Male 75%
Facebook
20%
Twitter
Fast and
reliable
service
when air
condition
ing unit
stops
working.
Maintena
nce to
prevent
unit from
malfuncti
oning;
purchase
filters
10%
31 - 40
40% Male 20%
Twitter
75%
Facebook
45%
41 - 55
55%
56 - 80

11. AUDIENCE DEMOGRAPHICS SUMMARY
• A majority of survey respondents are in the 56 -­‐
80 age group. Facebook is an overwhelmingly
majority favorite with 75% of respondents
selecting it as their number one choice. Fast and
reliable service are important to our customers
when it comes to their heating and cooling
comfort. Emphasis should be placed on
developing informative content geared towards
customers needs.

12. COMPETITOR ASSESSMENT
COMPETITOR
NAME
SOCIAL
MEDIA
PROFILE
STRENGTHS WEAKNESSES
Cook’s Air
Conditioning
and Heating
Specialists
https://www.fa
cebook.com/p
g/cooksair
Strong like to
follower ratio:
not many
people are
unfollowing
that have liked
the page
Not enough
content being
posted with
last post
dating July
2016.
David Hall’s
Air
Conditiong &
Heating
Services, Inc.
https://www.fa
cebook.com/p
g/DavidHallsAi
rConditioning
andHeatingInc
Genuine
posting
Infrequent
postings; content
posting could be
tailored more
relevant to brand.

13. COMPETITOR ASSESSMENT SUMMARY
• The previous analysis focused on two major competitors in
the area and their main social network platform, Facebook.
Both Cook’s Air Conditioning & Heating’s and David Hall’s
Air Conditioning & Heating’s pages demonstrated lack of
engagement with their customers despite a decent amount
of followers.This highlights the opportunity Glenn I. Jones
Home Services has to becoming #1 in customer service
via social media in our industry.

14. SOCIAL MEDIA OBJECTIVES
• In 2017, primary effort of our social media strategy will be to actively engage with customers via
our social network channels creating strong relationships with our audience. Focus will be placed on
curating attractive and unique content applicable to us as a business and most importantly, our
customer base.
• Some specific objectives include:
• 1. Increase amount of social engagement on Facebook and Twitter by 25% in the next 6 months.
• a. Increased brand awareness through mentions on Twitter.
• b. Increased use of brand hashtags on Facebook.
• c. Increased timeliness of responses across all social network channels.
• 2. Increase Facebook followers by 25% in next six months.
• 3. Increase amount of original posts created and published on Facebook and Twitter by 60% in the
next 6 months. Do not post content the exact same across platforms.

15. SOCIAL MEDIA OBJECTIVES

16. KEY PERFORMANCE INDICATORS
• Number of followers on Facebook and Twitter
• Number of weekly photo and video posts to
Facebook and Twitter
• Engagement Rate
• Sentiment analysis of social media interactions

17. KEY MESSAGES
•Trust the Name You
Know
•Fast and Reliable Service

18. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our brand:
• Fast
• Reliable
• Proficient
• Knowledgeable

20. ONLINE BRAND PERSONA AND VOICE
• Examples of BrandVoice in Social Media Interactions
• Professional
• Friendly
• Empathetic

21. STRATEGIES AND TOOLS
• Paid
• Boost most popular organic Facebook post from the
following week every Saturday. The post must have a
minimum organic reach of 20, as well as a minimum of 2
likes or 1 comment.
• Promote most popular tweet from Twitter every Sunday.
The tweet must have a minimum organic reach of 5, as
well as a minimum of 1 like or comment.

22. STRATEGIES AND TOOLS
• Owned
• Promote content from website on Facebook and Twitter.
• Create #AskTechTuesday to implement on Facebook
profile where followers can ask questions and the
comment that gets the most likes will be answered by
one of our techs in a live video.

23. STRATEGIES AND TOOLS
• Earned
• Monitor Twitter for keywords in our industry: hvac,
maintenance, repair, heating, air, conditioning, comfort.
• Partner with HVAC distributors in our area to create a 4
part series on “How To Get Your Home Summer Ready.”

24. STRATEGIES AND TOOLS
• Approved Tools
• Hootsuite
• Rejected Tools
• N/A
• Existing Subscriptions/Licenses
• Photoshop

25. TIMING AND KEY DATES
• Key Dates
• May 17+18 Lake City Home Show
• (Holidays correspond with busiest months of year.)
• Memorial Day (May 29)
• Independence Day (July 4)
• Labor Day (Sept 4)
• Internal Dates
• Volunteer No Child Hungry Basket Event (June 10+11)
• Reporting Dates
• Reporting will occur once a quarter in May, August, November and
February. Specific dates to follow.

26. SOCIAL MEDIA ROLES &
RESPONSIBILITIES
Title Name Phone
Number
Alternate
Phone
Number
Email
Owner Glenn Jones (386)752-
5489 ext. 103
(386)867-
0442
Glenn@gijinc.
com
Social Media
Director
Christina
Jones
(386)752-
5389 ext. 101
(386)234-
0819
tina@gijinc.co
m
Social Media
Manager
Courtney
Rowe
(386)752-
5389 ext. 102
(386)288-
9971
courtney@giji
nc.com

27. SOCIAL MEDIA ROLES & RESPONSIBILITIES
• SOCIAL MEDIA DIRECTOR: CHRISTINA JONES
• RESPONSIBILITIES: HIGHER LEVEL PLANNING; APPROVES FINAL
SOCIAL MEDIA BUDGETS, CAMPAIGNS, AND STRATEGIES.
• SOCIAL MEDIA MANAGER: COURTNEY ROWE
• DAY-­‐TO-­‐DAY SOCIAL MEDIA EXECUTION; MANAGE ONGOING
CAMPAIGNS
• SOCIAL MEDIA COORDINATOR: COURTNEY ROWE
• PUBLISHES AND MONITORS CONTENT AND ENGAGEMENT;
RESPONDS TO QUESTIONS

28. SOCIAL MEDIA POLICY
• Social Media is ingrained both in our professional and private lives. If you choose two mix both, please do
so by adhering to the following guidelines:
• Speak in a friendly and helpful manner.
• Do not talk negatively about our competitors
• Always be courteous
• Do not insult or demean others
• Excited about new products or promotions coming up? You’re welcome and encouraged to share this
information within your social networks.
• Have questions on what your should/shouldn’t post? No problem! We’re here to help! If you’re unsure
about posting something, ask before doing so.
• Violation of the Glenn I Jones Home Service Social Media Policy may result in corrective action, up to, and
including, termination. Should you have any questions or concerns, please consult your Manager.

29. CRITICAL RESPONSE PLAN
• SCENARIO 1 – Inappropriate Post on company Facebook page
• ACTION PLAN
• 1. When post is detected:
• Take screenshot
• Delete Tweet
• Alert Courtney Rowe (Social Media Manager). If Courtney unavailable, alert
Christina Jones (Social Media Director).

30. CRITICAL RESPONSE PLAN
• 2. Courtney to collaborate with Christina to discuss damage, and decide
proceeding action.
• 3. Courtney to develop appropriate follow up Facebook post, Christina to
approve.
• 4. If media has picked up the Tweet, Christina to manage all direct contact. If
Christina is unavailable, Glenn Jones (Owner) will manage all contact.
• 5. Christina and Courtney to meet with employee responsible for publishing
the Facebook post to see if disciplinary action is necessary.
• Pre-­‐approved messaging:
• NO PRE-­‐APPROVED MESSAGING IN THIS SCENARIO
• Messaging will be based on the nature of the tweet -­‐ to be created by Courtney
and Christina.

31. CRITICAL RESPONSE PLAN
• SCENARIO 2 – On the job injury
• Action Plan
• Crew members onsite to alert Glenn Jones (Owner). Glenn to alert Christina
Jones (Social Media Director).
• Christina to sync with Glenn and Courtney (Social Media Manager) and analyze
number of social media mentions of injury.
• If media has picked up the incident, Christina to manage all direct contact. If Christina
is unavailable, Glenn will manage all contact.

32. CRITICAL RESPONSE PLAN
• Courtney to push messaging to social channel where news first leaked.
Continue to evaluate the spread of the news to other social channels and
adjust messaging strategy as necessary.
• Christina and Glenn to evaluate the need for a longer statement and create
message, if needed.
• Christina, Courtney will continue monitoring the situation and bring in Cory
Jones (office personnel) .
• Bring in Janet Sierra (office personnel) as needed.

33. CRITICAL RESPONSE PLAN
• Pre-approved messaging:
• NO PRE-­‐APPROVED MESSAGING IN THIS SCENARIO
• Messaging will be based on the nature of the tweet -­‐ to be created by Christina,
Glenn and Courtney

34. MEASUREMENT AND REPORTING
• Quantitative KPIs
• Reporting Period: 3 Months
• Data as of May 14, 2017
• Social Network Data
• Timeframe: as of May 14, 2017
SOCIAL
NETWORK
URL FOLLOWER
COUNT
AVG. WEEKLY
ACTIVITY
ENGAGEMENT
RATE
Facebook https://www.fa
cebook.com/p
g/GlennJonesH
omeServices/
301
+19.4% growth
8 posts/week
+100% growth
6%
Twitter https://twitter.
com/GlennJon
esHVAC
100
+41% growth
10 posts/week
+150% growth
3%

35. MEASUREMENT AND REPORTING
Source Volume Percentage of
OverallTraffic
Conversion
Rates
Facebook 35 unique visits 29.16% 2%
Twitter 15 unique visits 12.5 % .05%
•Quantitative KPIs
•Website Traffic Sources Assessment
•Timeframe: Monthly average, February 2017 to April 2017

36. MEASUREMENT AND REPORTING:
QUANTITATIVE SUMMARY
• Our Facebook followers are up by 49 followers, a 19.4% growth. If this growth
continues, we will surpass our 6 month goal originally set.
• Our posts are up by over 100% on both social media channels with the
majority of posts being original content.
• We elected to keep Twitter an open channel with dedicated effort into
creating unique content under 140 characters.This effort has paid off with a
41% growth in followers and 150% growth in post content.

37. MEASUREMENT AND REPORTING:
QUANTITATIVE SUMMARY
• #AskTechTuesday Hashtag Performance
• Between February 14, 2017 and April 14, 2017 the
hashtag was mentioned 250 times on Facebook.
• Posts created using #AskTechTuesday yielded higher
than average numbers of interactions in the comment
section.

38. MEASUREMENT AND REPORTING:
QUALITATIVE SUMMARY
• Qualitative KPIs
• Sentiment Analysis
• An analysis of the interactions on 50 Facebook posts, 50 Tweets revealed the
following:
• A multitude of positive sentiments regarding our fast and reliable service. These
sentiments were expressed in the form of reviews left on our page, shout-­‐outs
and recommendations to friends.
• Negative sentiments were expressed regarding our pricing. Customers complained
that they only trusted us to service their air conditioning units but found our
prices difficult for their budget.

39. MEASUREMENT AND REPORTING:
PROPOSED ACTION ITEMS
• Continue #AskTechTuesday hashtag on Facebook and
uniquely implement to Twitter profile.
• Consider #SummerofSavings campaign to raise awareness on
the importance of having maintenance performed on your
a/c units. Give away one free maintenance to a random
follower every week.
• Consider creating LinkedIn profile. Begin generating surveys
to discover how many customers are on LinkedIn.