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Table of Contents
Executive Summary 3-4
Brief Overview 4
Social Media Presence 5-6
Competitive Analysis 6-7
Goals 7-8
Strategies 8-9
Target Market 10
Tools 10
Implementation 10-14
Platform-Specific Tactics and Tools 10-13
Facebook 10-12
Twitter 12-13
Blog 13
Content Development 13
Assignments 13-14
Monitoring
Tracking 14
Measuring 14-17
Quantitative KPIs 14-15
Qualitative KPIs 15-17
Evaluating 17-18
Social Media Monitoring Tools 18
Tuning 18
Budget 19
Return on Investment 19-20
Bibliography 21
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Executive Summary:
My Neighborhood Electrician is an electric company located outside of
Atlanta. It is a company of electricians and electrical contractors who offer complete
electrical repair and installation services. They do everything from ceiling fan
installation to complex electrical generator repairs. The main point of this social
media marketing plan is to grow My Neighborhood Electrician’s presence on social
media, with the goal of increasing sales and clientele. This plan will explain the plan
to meet these goals, and what they expect the results to be.
Through the examination, they have created set goals and outlined how they
plan to accomplish them. The social media goals include:
Increase customer base
Increase sales
Increase interaction with customers
Rebuild and restructure the current Facebook and Twitter account
Get rid of the outside company they are currently using.
Train an inside employee, so they can monitor what is happening on their
social media.
Increase word-of-mouth recommendations
They will be focusing primarily on Facebook and Twitter, and tweaking their
blog. Breakdowns of the each plan are thoroughly discussed in this plan. These
include interaction with their target audience, answering questions, posting
informative links, and tracking what customers are saying about their company.
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In this plan it talks about how they will measure and track if the success of this
project. It also includes our budget, and the planed return on investment from
implementing this plan. The owner of the company, Todd Starr, will be responsible
for making sure this plan is executed thoroughly through Shelly Mencher, who is
responsible for marketing.
Brief Overview:
Recently more and more people are updating their older homes and need
help with the electrical side of things. This trend is growing, because the houses in
the area are not new and are in need of some major updating. People are more
willing to spend the money to update their house. This will continue to occur, as
trends and styles change over time. People will also need qualified electricians to
come in and help change any old electrical systems, in order for their houses to be
up to code. As the rules change, there will be a need for continuous system updates.
In order to get My Neighborhood Electrician’s name out there and increase
brand awareness, they plan to increase our social media presence, since this is the
most popular way of researching companies in 2015. Their competitors are already
active on social media, and they need to increase their activity in order to gain new
customers. It is very important that they stay up to date with the latest trends, and
realize that the best way to reach their target market is through social media
accounts. By showing their presence on social media, customers are more likely to
think positively of them, and be repeat customers. My Neighborhood Electrician
wants to be more engaged on it’s social media platforms, because this shows their
community that they are committed to bring them the best service.
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Social Media Presence:
Currently My Neighborhood Electrician pays a company to manage the social
media accounts. This company writes all the content for their Facebook, Twitter,
and Blog. They currently only utilize Facebook, Twitter, and a Blog.
Facebook:
My Neighborhood Electrician currently has a Facebook account, with
only 97 likes. Posts only occur once or twice a month. The name of the
Facebook page is, My Neighborhood Electrician. There is almost no
interaction with past, previous, or prospective clients on the Facebook page.
This is something that could really be developed and help turn sales around.
The last review was written about seven months ago. They only have four
different reviews, averaging four out of five stars.
Twitter:
Twitter is another one of their Social Media accounts. The twitter
name is MN Electrician ATL and @MNE_ATL. They have 459 followers and
are following 687. The twitter page was created in September 2011 and 117
tweets have been sent out in four years. The posts from Facebook currently
feed into the twitter account. This causes complications because the tweets
are not always formatted properly to work with twitter. Since the Facebook
posts feed into twitter, there is about one to two tweets per month. There is
almost no interaction from customers or with customers on twitter. This is
an area that will need to be improved drastically.
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Blog:
My Neighborhood Electrician currently rights very informative blogs
posts, but these blogs are getting almost no social media response. The blogs
are the main things posted on Facebook and Twitter, but they have no likes,
shares, or pins. There is one blog posted a month.
Competitive Analysis:
SWOT:
Strengths:
1.) The staff is enthusiastic about working with the social media
platforms.
2.) There is already a company working for My Neighborhood
Electrician doing social media.
3.) High ranking on Google search.
4.) Top executive is supportive and enthusiastic about new social
media efforts.
5.) My Neighborhood Electrician already has Facebook, Twitter, and a
Blog.
Weaknesses:
1.) Weak brand presence on social media.
2.) The current employee who will be taking over the social media
accounts is new to social media and is still learning the ropes.
3.) My Neighborhood Electrician only has a Facebook, Twitter, and
blog.
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4.) The current social media accounts lacks substantial content and
interaction.
Opportunities:
1.) Twitter and Facebook would be a great way to reach their target
market.
2.) The target market uses social media to find out more about
companies, do research, and ask questions.
3.) Posting customer satisfaction surveys would be a great way to
interact and engage with customers.
4.) The market demand for electricians is increasing as the housing
market is improving.
Threats:
1.) Their competitors are Thrasher Electric, Mr. Electric and Mr.
Sparky.
2.) Mr. Electric is a national brand and much more active on social
media.
3.) Mister Sparky is also a national brand and is also very active on
social media.
4.) Both competitors are well-known companies with a national
presemce
Goals:
The goals with this social media plan are to increase their customer base and
increase their sales and profitability. These goals will be met, by increasing their
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presence on social media. They will accomplish this by posting quality information
more often and also by interacting more with customers and potential customers on
social media. They will simply start by working on My Neighborhood Electrician’s
current Facebook and Twitter account. They will get rid of the outside company
they are currently contracting with and train an inside employee to run the social
media accounts. Being more active on social media will hopefully lead to more
word-of-mouth recommendations and improve community awareness of their
services.
The goals are:
Increase customer base
Increase sales
Increase profitability
Increase interaction with customers
Rebuild and restructure the current Facebook and Twitter account
Discontinue use of the outside company
Train an inside employee so they can constantly gage activity on their social
media accounts
Increase word-of-mouth recommendations
Strategies:
My Neighborhood Electrician will practice new strategies in order to
implement the new social media marketing campaign. Doing something new always
means that there are possible risks. In order to put these strategies into practice it
will require time and money. It is also important to note that there is no way to
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control how internet users will respond, so this could possibly lead to a poor
reflection on the businesses name.
My Neighborhood Electrician will interact with their target audience through
Facebook and Twitter. They will do this through monitoring our competitor’s
twitter feed, and monitoring what the community is saying about electricity.
They will also begin to respond to tweets, which are related to them. They
will also monitor their competitor’s Facebook page and take note of what
they are talking about and promoting.
They want their customers to feel comfortable asking them questions on
twitter, so they will start by searching for tweets that are questions about
electricity, they will then respond to some of these tweets. This will show
their customers that they would love to help them with any questions they
may have.
They will post links to their blog with tips and safety precautions in regards
to electricity. This way their customers will know they care about their
safety, and want to help.
They will use analytics to track what customers are saying about their
company so that they can know what they are doing right and what they
need to improve on.
Include visual pictures, since visuals tend to attract attention more than
words.
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Target Market:
The target market for My Neighborhood Electrician is homeowners in the
Dunwoody/ Sandy Springs area. They also have a large market in the Johns Creek/
Alpharetta area. Their main customers are female and the target age is 30-70 year
olds, who have a household income around $50,000. They want to reach those who
have older homes, and need help with electrical projects. With this Social Media plan
that they are implementing they intend to reach the younger half of their clientele,
because they are the ones who are more active on social media.
Tools:
They plan to use the three social media sites, which are already in place. They
will work on their Facebook, Twitter, and Blog, making sure that they reach the
most potential customers, who will gain value from their online community. They
will also be reaching out to their offline customers by giving them business cards
with their social media accounts on them, so that they can follow them. They will
also be using Hoot Suite in order to monitor their competitors, customers, key
words, and all of their social media accounts.
Implementation:
Facebook:
Facebook is the most popular social network, so we will start with
restructuring their current Facebook page. Their Facebook, when completed,
will be a good representation of their brand: A professional company that
wants to give you the best deal. They will start by updating their “about us”
section, allowing potential customers to get to know them better. They will
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change their cover photo to something different every month, whether it is
about a current promotion or deal, or just a positive representation of their
company. They will keep their profile picture consistent with the store logo,
to help establish brand recognition.
Their goal is to increase the amount of content they share. They
currently post once or twice a month, but they want to change it to about
every three days. This way they are showing up on their followers’ timeline
more often, but not so much that they become annoying. They want their
previous customers to see what is going on with their company, so that when
they have an electrical issue My Neighborhood Electrician is first on the
customer’s mind of solutions. They are also going to change the content of
their posts. They will continue to post links to their blog, but they also want
to promote special deals they are offering. So, whenever they are offering a
special promotion they will post about it. This way people feel as though they
are receiving benefits from following their Facebook page. They will also
begin to post pictures of before and after projects they do, so potential
customers can visualize their products.
They want to post about their current employees, so feel more
familiar with their company. Their goal is to increase their reviews, so they
will run a special that if a customer leave a review about their company, they
will receive 10% off their next bill. This tactic will increase customer
engagement on their page, and give followers an incentive to choose My
Neighborhood Electrician again.
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Their Facebook link will be on all of their business cards and attached
at the bottom of emails. They will also have a widget set up to take their
customers to their Facebook page through their website and blog.
Twitter:
My Neighborhood Electrician will also be restructuring their current
twitter account, so that they can reach a larger audience. One of the
differences between Twitter and Facebook is that tweets do not have a very
long life, so you will need to tweet more frequently. So, they will start by
tweeting three to five times a day, not including responses to tweets.
They will want to start by un-syncing their Facebook and Twitter
accounts, because they want the content to vary on the two social media
platforms. Now they will begin to send out individual tweets, which will
include links to their blogs, information about special deals, and they will
post pictures about projects they have done. They want to increase
awareness and visibility of their products and since their product is a service,
this tends to be more difficult. This is a good platform to show people see
what they do. Since they will be posting more tweets than Facebook posts,
they will also tweet links to news that relates to their industry.
They will monitor what people are saying about their business and
either re-tweet them, thank them, or address any issue that needs to be taken
care of. If someone is unhappy with their company, they will ask them to
directly message them their email to so My Neighborhood Electrician can
help fix the problem.
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They will also be responding to general electrical question tweets,
showing their current followers that they want to answer their questions and
be of service to them. They will add the link to their twitter on their business
cards and emails, and make sure that they have a working widget that will
link their customers to their twitter page, through their website and blog.
Blog:
Their blog is currently their best social media platform, but they
simply are not posting it frequently enough. They are currently only posting
once a month, so it needs to be changed to once or twice a week. They will
continue to post links to their blog on their Facebook and Twitter pages.
They will also add a link to their email newsletters on their business card.
They will continue to have their blog accessible through their website, under
a tab.
Content Development:
They will want to share different content on their different social media
platforms, but it is important to have a base content. This will help save time and
money. This way they have content that they know will satisfy their customer’s
needs. All content will be monitored and edited thoroughly before being posted on
any social media sites.
Assignment Roles:
In order for this plan to be carried out properly they will need to make sure
their marketing chair is trained and knowledgeable about these social media
platforms. The owner and CEO, Todd Starr, will be in charge of making sure the
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marketing chair is properly trained in these areas. He will need to make sure that
these tasks are carried out properly and in a timely manner. Since Shelly Menecher
is the current marketing chair, she will be responsible of carrying out these tasks. As
their social media presence continues to grow and becomes too much for one
person to handle, either Carolyn Wright, another My Neighborhood Electrician
Employee, will help with managing the social media accounts, or they will need to
hire an intern to help run these accounts.
Monitoring:
Tracking:
They will use HootSuite analytics to track the hashtags #MNE, #mne,
#MNEATL, #mneatl, and other variations of their company name. They will
also track the hashtag #electricproblems, #electricprobs, and other forms of
this hashtag. Another hashtag will be #nopower. They will do keyword
searches with the words electric, electricity, power, MNE, and other
variations of electricity based key words.
HootSuite will also be used for the tracking their competitors, Mr.
Sparky, Mr. Electric, and Thrasher Electric which will track their twitter
feeds, and Facebook wall.
Measuring:
Quantitative Key Performance Indicators for the Next Year:
Facebook:
400% growth in the number of likes
100% growth in the number of comments
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150% growth in the number of shares
100% increase in visits to MNE’s website from Facebook
Twitter:
400% growth in the number of followers
200% growth in the number of retweets
250% growth in the number of mentions
100% increase in visits to MNE’s website from tweets
Blog:
400% growth of blogs viewed
100% growth in pins on Pinterest
100% growth in shares
100% growth in tweets
100% increase in visits to website from blog
Qualitative Key Performance Indicators for My Neighborhood
Electrician:
Brand Strength:
Sentiment Ratio(SR)
o SR=Postive:Netural:Negative Brand Mentions
Expenses
o Want a 7% increase
Word of Mouth:
Share of Voice (SV)
o SV=Brand Mentions
Total Mentions
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o Want a 10% increase
Audience Engagement (AE)
o AE=Comments + Shares+ Trackbacks
Total views
o Want a 15% increase
Conversation Reach (CR)
o CR=Total People Participating
Total Audience Exposure
o Want a 7% increase
Customer Satisfaction:
Issue Resolution Rate (IRR)
o IRR=Total # Issues Resolved Satisfactorily
Total # Service Issues
o Want a 9% increase
Resolution Time (RT)
o RT= Total Inquiry Response Time
Total # Service Inquiries
o Want a 15% increase
Satisfaction Score (SC)
o SC=Customer Feedback
Total Customer Feedback
o Want a 20% increase
Generating New Product Ideas:
Topic Trend (TT)
o TT=# of Specific Topic Mentions
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All Topic Mentions
o Want a 10% increase
Idea Impact (II)
o II=#of Positive Conversations, Shares, Mentions
Total Ideal Conversations, Shares, Mentions
o Want a 10% increase
Promoting Advocacy:
Active Advocates (AA)
o AA=Total # of Active Advocates within 30 days
Total Advocates
o Want a 15% increase
Advocate Influence (AIN)
o AIN=Unique Advocate’s Influence
Advocate Influence
o Want a 10% increase
Advocacy Impact (AIM)
o AIM=Number of Advocacy Driven Conversations
Total Volume of Advocacy Traffic
o Want a 15% increase
Evaluating:
They will compare the goals they have in their KPI section to how they
actually performed after implementation. They want it to be as close to the
numbers they stated in this plan. So if the numbers are significantly lower,
they will have to reassess the plan and determine what is not working or it
could simply be that they set their goals too high. They will have to sit down,
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analyze and discuss with all the team members. If their numbers are close to
their goal, it is likely their goals were too high. Now if they achieve higher
than their goal, they will want to increase that goal, and see what is working,
and implement this on other platforms.
Social Media Monitoring Tools:
They will be using Google Analytics to measure how effective their
efforts have been. They will want to achieve the numbers that are discussed
in the Qualitative and Quantitative KPIs section. Google Analytics is an
effective way to see how well certain posts are doing. Google Analytics allows
them to measure what is said and what is not working.
Tuning:
They will want to pay close attention to how well their plans are working. If
activity starts to slow down, they will need to reevaluate. If they do not have enough
people to monitor the accounts, then they will have to hire another marketer. If
Shelly does not feel comfortable running the social media accounts, they will have to
bring in another person whose job will be to specifically manage their social media
sites. They will want to do this sooner, rather than later, because these measures
will not be a quick fix, and it will take time to find the right combination of solutions.
If their community is not responding well to their posts, they will come up
with new content to post and determine if that fixes the problem. They will conduct
customer evaluation surveys, where customers can tell My Neighborhood
Electrician what they want to see on their social media accounts.
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Budget:
This table below maps out the expected costs of putting the social media
marketing plan into action. This budget assumes that My Neighborhood Electrician
brings on an intern, to mange their social media accounts.
Monitoring Tool
(Hoot Suite)
$130
Intern
(Inter $10/hour, 30 hours a week
$13,200
Total Expense for the year $13,330
Return on Investment:
The main goal with this social media plan is to increase the number of
customers they have, which should in turn increase sales and profitability. With
implementing this plan, they will get rid of the cost of the current company they pay
to run their social media sites. Since what they are doing does not directly increase
sales it is not possible to create a typical ROI. A great alternative is a Proxy ROI,
which estimates the impact of social media marketing investments based on
customer responses. They will measure their brand awareness, customer
satisfaction, sentiment analysis, share of voice, net promoter scores, and more.
The goal is to increase the number of likes on Facebook by 400%, which
would mean an additional 388 likes. With the goal of increasing the number of
twitter followers by 400%, that means an additional 1,832 followers. And with the
goal to increase the number of blog views by 100%, there will be an additional 200
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blog views. This leads to a proxy ROI of $5.51 for every like, follower, or blog view.
This means My Neighborhood Electrician is paying $5.51 for every like, follower, or
blog view.
