Week 16 - Post 1: Future Social Media Strategy
Social media is an outreach tool for customers or potential clients. Fily Willy Auto Care has been able to establish Facebook, Instagram and Twitter accounts through this class.
The social media that I personally enjoy using the most is Instagram. It is a quick way to gain impressions with photography and as the old adage goes, "a picture is worth a thousand words." I have never used Instagram prior to this class, so being able to establish an account and put it into practice has been a fun exercise. It will be enjoyable to continue on with Instagram with captivating posts and to be captivated in return by others.
Future Strategic Planning: Fily Willy Auto Care remains in the planning stages for our marketing. We are creating discrete (and hopefully) attainable goals that will be verified by metrics (Facebook Insights, Google Analytics, etc.) .
The social media platform that will be focused on for Fily Willy Auto Care is Facebook. This platform works best for current business plan. As we don't have a published website as of yet, Facebook can handle customer inquiries, event postings, and a way to integrate the entire customer experience. In chapter 14 of this week's reading assignment, there is a section discussing the necessity of a website. This is helpful for us to determine where to put our resources. "You already can do just about anything with Facebook that you'd want to do with a traditional website...with Facebook, however, you have the added advantage of performing all of these processes in a place where 1 billion or so of of your potential customers are hanging out. It's the idea of fishing where the fish are, rather than expecting the fish to come to your boat, or in this case, visit your website." [Kerpen, p.175] . Mr. Kerpen provides astute advice for where our business is currently at. We will likely push back going live with a website and focus on our Facebook followers to provide the most up to date information with our business happenings.
As for our business, Instagram and Twitter have not been as successful as Facebook. In fact, most of our followers I believe are from CSIT 155. Data has shown that videos will generate maximum response, so that will be noted for future postings. This is not to say that these social media outlets will be discontinued, rather we will temporarily disable our accounts. I have seen stale accounts through class exercises and it created a bit more of a negative (disappointing) opinion about the businesses. So, for now we will focus on Facebook and re-engage with Twitter and Instagram at a later time.
The resources (time, money and manpower) that will be spent on an internal team strategizing, building business intelligence and continuing to establish online presence. As for social media specifically, I think spending time on a weekly post at minimum. Creating a content calendar will be necessary for intense planning, thus, sketching out a rough draft plan for the next month is important. "Many agencies haven't completely warmed up to the idea of social media being a standalone service for digital marketing. It requires more than a post here and there to have an active community. Create a comprehensive calendar, mapping out which content will be posted when and on which channels, complete with social media copy." [Kelly Samuel, QMode Media]
I anticipate approximately 8 to 10 hours a month will be spent focusing solely on Facebook and most of the posts can be re-purposed in Twitter and Instagram if we choose.
Rough draft Facebook content for the coming weeks:
The above table describes our proposed thoughts in the coming weeks for Facebook. The content we have chosen is for seasonal customers as well as current clientele. The hope is that as summer approaches and vacations will be taken as school lets out, audiences will choose to use Fily Willy Auto Care to maintain their vehicles so that they will not miss out on summer fun. Our future strategic goal is to create an easy path for our audiences to follow and create a loyal customer base with exceptional customer service and engaging online content.
The social media that I personally enjoy using the most is Instagram. It is a quick way to gain impressions with photography and as the old adage goes, "a picture is worth a thousand words." I have never used Instagram prior to this class, so being able to establish an account and put it into practice has been a fun exercise. It will be enjoyable to continue on with Instagram with captivating posts and to be captivated in return by others.
Future Strategic Planning: Fily Willy Auto Care remains in the planning stages for our marketing. We are creating discrete (and hopefully) attainable goals that will be verified by metrics (Facebook Insights, Google Analytics, etc.) .
The social media platform that will be focused on for Fily Willy Auto Care is Facebook. This platform works best for current business plan. As we don't have a published website as of yet, Facebook can handle customer inquiries, event postings, and a way to integrate the entire customer experience. In chapter 14 of this week's reading assignment, there is a section discussing the necessity of a website. This is helpful for us to determine where to put our resources. "You already can do just about anything with Facebook that you'd want to do with a traditional website...with Facebook, however, you have the added advantage of performing all of these processes in a place where 1 billion or so of of your potential customers are hanging out. It's the idea of fishing where the fish are, rather than expecting the fish to come to your boat, or in this case, visit your website." [Kerpen, p.175] . Mr. Kerpen provides astute advice for where our business is currently at. We will likely push back going live with a website and focus on our Facebook followers to provide the most up to date information with our business happenings.
As for our business, Instagram and Twitter have not been as successful as Facebook. In fact, most of our followers I believe are from CSIT 155. Data has shown that videos will generate maximum response, so that will be noted for future postings. This is not to say that these social media outlets will be discontinued, rather we will temporarily disable our accounts. I have seen stale accounts through class exercises and it created a bit more of a negative (disappointing) opinion about the businesses. So, for now we will focus on Facebook and re-engage with Twitter and Instagram at a later time.
The resources (time, money and manpower) that will be spent on an internal team strategizing, building business intelligence and continuing to establish online presence. As for social media specifically, I think spending time on a weekly post at minimum. Creating a content calendar will be necessary for intense planning, thus, sketching out a rough draft plan for the next month is important. "Many agencies haven't completely warmed up to the idea of social media being a standalone service for digital marketing. It requires more than a post here and there to have an active community. Create a comprehensive calendar, mapping out which content will be posted when and on which channels, complete with social media copy." [Kelly Samuel, QMode Media]
I anticipate approximately 8 to 10 hours a month will be spent focusing solely on Facebook and most of the posts can be re-purposed in Twitter and Instagram if we choose.
Rough draft Facebook content for the coming weeks:
|
Week of:
|
Content Post Theme
|
Type
|
Weekly Time Requirements
|
|
May 19 (post Monday morning ; re-posting with different graphic on Wednesday evening) |
Free Vehicle Inspections |
Photo Post, CTA - “Call Now” or “Message Business” |
~1.5 hours (+ 0.5 hours for reposting) |
|
May 26 (post Monday morning; re-posting with different graphic on Wednesday evening) |
Memorial Day Tune-Up Special |
Photo Post, CTA - “Call Now” or “Message Business” |
~1.5 hours (+ 0.5 hours for reposting) |
|
June 3, June 17 (post once on Monday morning, note engagement, re-post as necessary) |
A/C Summer Special |
Video, CTA - “Call Now” or “Message Business” |
~ 2.5 hours (+ 0.5 hours for reposting) |
|
June 10, June 24 (post Monday morning and Wednesday morning for weekend travelers) |
Summer Vehicle Maintenance Tips |
Photo post, informational, CTA - “Call Now” or “Message Business” |
~1.5 hours (+ 0.5 hours for reposting) |
The above table describes our proposed thoughts in the coming weeks for Facebook. The content we have chosen is for seasonal customers as well as current clientele. The hope is that as summer approaches and vacations will be taken as school lets out, audiences will choose to use Fily Willy Auto Care to maintain their vehicles so that they will not miss out on summer fun. Our future strategic goal is to create an easy path for our audiences to follow and create a loyal customer base with exceptional customer service and engaging online content.
Hi Michelle,
ReplyDeleteYou've done such a great job all the way through this semester! All your content feels so personal, it definitely reflects the "small family shop" vibe that Fily Willy's is about. Facebook definitely makes the most sense because it provides so many useful tools for your business. It also seems like your content schedule for the future is well thought out.
Great job, I wish you the best!
Thanks Austin! You have done an exceptional job, too! Best of luck to you in all your endeavors. :)
DeleteI always enjoy reading your blogs and you really have social media down and take great thought. I like your schedule as I think you are spot on with your social networks.
DeleteThank you Susan! Best of luck to you!
DeleteMichelle-
ReplyDeleteI agree that FB is probably the best platform for your business because of the messenger that allows customers to interact and message your business for quotes or whatever. This is a very well thought out blog post and I definitely agree about the "stale accounts" effect on us!
Thanks David! Best of luck to you! Cheers.
Delete