SOCIAL MEDIA PLAN.docx

7/23/2019 SOCIAL MEDIA PLAN.docx

1/20

SOCIALMEDIA

PLAN

Sarah Fuson

Kassiday Blevins

Tyler Martin

Aitya Thornton

Table o Contents


2/20

!istory

"""""""""""""""#$

Mission"""""""""""""""#$

Tar%et

Audien&e"""""""""###$'(

So&ial Media Foot)rint""""####

""('*

Co+)etitors""""""""""""

*',

-oals and

Strate%ies"""""""#.'/0Measure+ent

Strate%y"""""###/*'/1

Measure+ent

Tools""""""""###/,


3/20

!istoryHarris Dental is a dentist ofce located in Maryville, MO. It was ounded

on May 5, 2009 by Marka! Harris and is wie "risty. Dr. Harris is

ori#inally ro! Idao $alls, Idao and went to %ri#a! &oun# 'niversity in

(rovo, 'ta, and ten went on to continue is education at "rei#ton

'niversity were e #raduated ro! dental scool. )ter #raduation Dr. Harris

ound e!*loy!ent in "olu!bia were e stayed or a year, ten !ade te

!ove u* to Idao or our years beore !akin# te bi##est !ove yet, to

Maryville were tey reside to tis day.

Harris Dental o+ers a lot o di+erent services. ey o+er sa!e day

crowns, i!*lants, andle toot decay tey ave -uality #eneral dentistry,

teet witenin#, and cos!etic dentistry. Harris Dental stays u*todate wit

te latest tecnolo#y and ave stateoteart e-ui*!ent. eir services

o+er a co!*letely *a*erless ofce and *rovide di#ital /rays and oral *otos.

)lon# wit Dr. Harris, Harris dental as tree additional e!*loyees racy

%ea#le, 1eanie c!idt, arri 3allace and 4arri enteHenderson.

Mission


4/20

e !ain !ission or Harris Dental is to reac out in te co!!unity

locally and out o town to #ain new custo!ers.

Tar%et Audien&e

"urrently Harris Dental6s !ain ocus is to tar#et !oters and a!ilies.

ey want to tar#et !oters because tey are usually te ones wo

scedule te a**oint!ents, !ainly tose wo still ave cildren tat de*end

on te! 7ele!entary, !iddle scool, and i# scool8. eir second ocus is

to tar#et colle#e students and !ore s*ecicity international students

because tey don6t ave teir dentist witin reac, like do!estic students.

So&ial Media Foot)rint

Fa&eboo2

Harris Dental rst started teir $acebook *a#e in 2009 and currently

ave :; likes on teir *a#e. eir current *role *icture is o Dr. Harris

i!sel but teir rst *role *icture is a *oto o te ront o teir ofce ere

in Maryville. ey ave stayed *retty consistent wit teir cover *oto as

well. e rst cover *oto was a *icture o Dr. Harris and e!*loyees, but

tey u*dated it to teir *revious *role *icture o te *oto o te ront o

te ofce.


5/20

*osts on teir *a#e but don6t ave very !any like or sares.

On teir $acebook *a#e tey ave ;;2 likes. eir site is down ?0@ wit

only A new likes tis *ast week. ey ave ad 2: *eo*le ceckin

trou# te site and ave ;A *eo*le talkin# about te!. )s you can see

below tey aren6t #eneratin# te en#a#e!ent tey would like to see wit

teir ollowers.

e *oto to te ri#t o te screen is Bust a ew o teir sared *osts

o reviews tat tey ave received or! custo!ers. is is were tey can

work on en#a#in# wit teir custo!ers and ollowers.


6/20

T3itter

Harris Dental6s twitter account is !uc si!ilar to teir $acebook

account. ey ave A5 tweets, ollow ;; accounts, and ave C ollowers.

ey ave te sa!e *osts as teir $acebook *a#e, it is Bust a sared *osts

ro! $acebook !ade into a tweet. eir *resence on witter isn6t a very

bi# oot*rint and Bust like teir $acebook.

-oo%le 4

Harris Dental is not active on teir oo#le account at all. Oter tan

teir *role *icture and #eneral bio inor!ation, tey ave no content to

o+er to teir ollowers. )ltou# tey do ave ;; reviews tat ave

been *osted trou# teir oo#le, te !ost recent bein# about a

!ont a#o. On a *ositive note tis account as ad ;:,2?2 views but sadly

only as 2 ollowers. In te *icture below you can see tat tey aven6t

*osted anytin# on tis social !edia site.

)s you can see in eac tweet, it is

linked back to $acebook.


7/20

Co+)etitors

Co+)ass Dental

)ltou# "o!*ass Dental is only on $acebook, tey are very active

and interactive wit teir custo!ers online.


8/20

)lon# wit te *otos o te *atients wo #ot teir *resents ro!

"o!*ass Dental, tey also sare con#ratulations *ictures o teir e!*loyees

and custo!ers. $or e/a!*le, an e!*loyee #ot !arried so tey !ade an

announce!ent to te *ublic to con#ratulate te!.

Dr# Stan Snyder DDS

Dr. tan nyder takes a di+erent a**roac to is $acebook *a#e. 3en

a *atient co!es in tey =ceck F in> trou# $acebook and say wy tey are

in. His $acebook *a#e is considered =unofcial.> ere are only ei#t likes on

or is *a#e but as ad E5 visits. Due to tis *a#e bein# unofcial, tere

aren6t very !any statistics and nu!bers to evaluate te en#a#e!ent wit

ollowers.


9/20

In addition to te ceck in6s tat e *osts to te $acebook *a#e, e

also as a ew *otos o *atients in te cair wit a ca*tion o teir reason

or teir visit. $riends and a!ily can co!!ent or like te *osts and stay

connected wit te! on a di+erent level.

-ardner 5e6ery P DDS

is is one Dentist ofce located in Maryville tat lacks any ty*e o

content on teir social !edia. ey ave te basic bio inor!ation but ave

0 *osts and don6t ave any *otosGvideos to sare but ave A likes and ;

visit. is *a#e is also =unofcial.> It does *rovide so!e contact ino suc as

te address and *one nu!ber. eir social !edia *resence doesn6t even

e/ist.


10/20

-oals and Strate%ies

ere are two #oals we ave set or Harris Dental6s social !edia

*resence. %ased on te inor!ation we #atered, ere are our *lans and

su##estions to increase te social !edia *resence wit eac #oal broken

down into strate#ies.

-oal 7/

e rst #oal is to !arket te business. $or tis #oal we ave !ulti*le

strate#ies and tactics to el* reac tis #oal.

trate#y ; F Increase "o!!unity Involve!ent

o carry out tis strate#y Harris Dental needs to ave a *resence in te

co!!unity and connect wit te!. ey can acieve tis by attendin# local

events, suc as *ooound ootball, basketball #a!es etc. )t tese events

tey can distribute Harris Dental #iveaways and ost a drawin# or a bi##er

*rie. ey can inte#rate tis tactic wit teir social !edia by *ostin# aead

o ti!e about wat events tey will be attendin# and *ostin# te *rie tey

will be #ivin# away. )ter te event, tey can *ost videos and *ictures and

te winners. is can be done on eiter $acebook or witter.


11/20

trate#y 2 F (rovide $acts about Dentistry or "lients

$or clients to better understand te dentistry eld and wy dental

y#iene is i!*ortant, Harris Dental can *ost ti*s and tricks to el* wit

dental y#iene. ey can also *ost ter!s tat tey use wen s*eakin# wit a

client. $or

e/a!*le, a dental word o te week. ese *osts can be serious but can also

be used a u!orous *ost. is *ro*osal is directed !ore towards witter and

te youn#er co!!unity.


12/20

trate#y A F (rovide

3ays or Discounts and Deals

In order to acco!*lis tis strate#y Harris Dental can *rovide a way or

clients to *ost on teir *a#e. )n e/a!*le o tis is *rovidin# a liesie cutout

in te ofce tat clients can take *ictures wit or by attendin# an event tat

Harris Dental attends. ey can *ost tose *ictures on te Harris Dental

$acebook *a#e to be entered into a #iveaway. e winner could receive a

discount on te ne/t service alon# wit oter Harris Dental #iveaways. is

ca!*ai#n can run every ew !onts.


13/20

trate#y E F et to 4now te ta+

o te clients #et to know teir dentist and y#ienists on a !ore

*ersonal level and el* clients eel !ore co!ortable, we ca!e u* wit te

=uess te J!*loyee a!e.> is #a!e el*s te client #et to know te

sta+ on a !ore *ersonal level and *ut a *ersonality to te sta+ !e!ber. is

#a!e will only take *lace every A !onts or so. o be#in tey will *ost a

*icture alon# wit te bio o a sta+ !e!ber. Here te client as to

kee* track o te social !edia *a#es o Harris Dental and te

e!*loyees tat ave been *osted. )ter all te bios ave been revealed te

#a!e be#ins. ) clue will be *osted and te clientsGollowers ave to #uess

wo tey tink it is. e winner will be #iven a

*rie o Harris Dental6s coosin#. is tactic is directed or bot $acebook

and witter.


14/20

trate#y 5 F Increase


15/20

o te social !edia ca!*ai#n. ey can tar#et !o!s by *ostin# about si/

!ont cecku*s around te busy ti!es o te year suc as beore scool.

ey can also *ost acts about wy it is i!*ortant or teir cildren to #et

teir si/ !ont cecku*s. is ca!*ai#n is ocused !ore towards $acebook

because tat is te social !edia tat !ost !oters use. witter can also be

inte#rated every now and ten or te youn#er !oters.

trate#y 2 F (rovide esti!onials

o!etin# tat tey already *ost on teir social !edia is testi!onials

and reviews. ese are te !ain *osts on teir social !edia ri#t now. ey

sould continue to use tese *osts but tere are ways tey can i!*rove

u*on te!. $or e/a!*le, tey can !ake te! !ore visual by addin# beore


16/20

and ater *ictures. ey can also i!*rove by addin# so!e kind o incentive

to teir likin#. ey can use tis on all teir social !edia *lator!s.

trate#y A F

Keco#nie


17/20

social !edia and in te ofce. ey can create teir own criteria or te

reward syste!, or e/a!*le a cavity ree club or te Lossin# su*erstars.

ey can write *ost about new *eo*le tey add to te reward syste! as well

as avin# a board to *ost *ictures on in te ofce. ey can also add

incentives so *eo*le want to !ake te rewards #rou*. ese *osts can be

used on teir $acebook and twitter tat way tey tar#et all audiences.

Measure+ent Strate%y

oal ; Market te %usiness


18/20

One o our strate#ies or tis #oal is to increase co!!unity

involve!ent by trowin# out tsirts at basketball or ootball #a!es ten

once tey brin# in te tsirt te client will receive ;0@ o+ or teir visit or a

cou*on or teir ne/t visit. One way to !easure tis is to count te a!ount

o cou*ons used ro! te tsirt toss eac !ont. ) #oal is to increase

custo!ers by 20@ in a our !ont

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Baseline 5anuary February Mar&h A)rilNu+ber

o

Custo+er

s

oal 2 ar#et Mo!s o De*endent "ildren

One o our strate#ies is to ensure client retention. One tactic or tis

strate#y is to *ost re!inders about si/ !ont cecku*s. ) way to !easure

tis would be to track te a!ount o si/ !ont cecku*s over a *eriod o

ti!e. ) #oal could be to increase te a!ount o si/ !ont cecku*s by 20@

over a our !ont *eriod ti!e ra!e.

Baseline 5anuary February Mar&h A)rilSi8

MonthChe&2u)s

oal A Increase ocial Media (resence in eneral


19/20

One way to easily !easure te social !edia *resence is to kee* track

o ollowers, retweets, and likes on witter and likes, co!!ents, and sares

on $acebook. ) #oal is to increase te a!ount o $acebook and witter

activity by 20@ over a our !ont *eriod.

Baselin

e

5anuary February Mar&h A)ril

Fa&eboo2'Li2es'

'

Co++ents'

'shares'T3itter'Follo3ers''9et3eets'

'Li2es''9e)lies'

Measure+ent Tools

$acebook Insi#ts


20/20

$acebook insi#ts is a #reat tool to utilie wen lookin# at te activity

and *ro#ress o a $acebook *a#e. 'sin# tis $acebook tool is an easy way or

Harris Dental to kee* track o teir activity.

witter )nalytics

witter analytics is anoter tool to use to calculate your activity and

en#a#e!ent wit ollowers. %elow is a screensot o wat tis tool looks like.

Documents

SOCIAL MEDIA PLAN.docx