Running Head: KITCHENS ETC.

SMM

Assignment 8/9: Connecting the Dots: Completing + Sharing Your SMM Plan Casey Rowe WVU IMC 641 Social Media & Marketing

KITCHENS ETC. SMM Connecting the Dots: Completing + Sharing Your SMM Plan Introduction

Kitchens, Etc. is a privately owned, small cabinetry business located at Blue Mountain Beach in the western panhandle of Florida. The business specializes in preliminary design followed by the construction or remodel of kitchens, bathrooms, home entertainment centers, outdoor spaces, office spaces, custom closets/pantries/laundry rooms, wet bars, coffee bars, etc. Kitchens Etc. features custom lines by Omega Cabinetry; Wellborn Cabinet, Inc.; Atlantis Outdoor Kitchens and Heartland Series by Smithport Cabinetry. Kitchens Etc. would like to create a comprehensive social media campaign proportional to the size and scope of the smaller company. Its clear that Kitchens Etc. doesnt have an online presence or participate in any social media platforms at all. The business seeks to establish a social network presence through several channels in order to study trends, note negatives or connect trends and studies quantitatively with sales. Obviously, there are many opportunities in a social media campaign for Kitchens Etc.; those along with basic starting points are what this small business hopes to achieve. This document will further explain the companys social media plan, including the marketing strategies based on touchpoint analyses and the social feedback cycle. It will take a deeper look into the chosen opportunities and how they fit into the feedback cycle, along with information regarding the relation of the opportunities provided to various social media channels. Additionally, this will include an explanation of how the chosen platforms for Kitchens Etc.s social media plan correlate with marketing tactics already in place/use. Lastly, the metrics currently being used to measure social media efforts as well as additional metrics that will be necessary for new social objectives and tactics will be discussed.

KITCHENS ETC. SMM Business Objectives 1. Double the amount of inquiries (calls or walk-ins) per week 2. Increase sales by 20% by year end 2012 3. See a positive ROI from all social media efforts Social Media Objectives 1. Increase online presence by 50% 2. Actively participate in 3-5 social media channels regularly 3. Respond to a minimum 85% of online discussion activity Audiences and Online/Social Media Behavior

Upon speaking with the owner, I received general demographic information to help create a profile of the overall audience. However, I think itd be more beneficial to break her information down into three groups because of the broad age ranges. The first age group is people (both male and female and mainly couples) between 35-44 years of age. The second consists of 45-54 year-olds and the third group could be considered 55+ (even though there usually arent customers over 65 years of age). According to Kitchens Etc.s owner, almost all clients are at least college educated with a bachelors degree and often post-graduate degrees. Some are also business owners/entrepreneurs that generate an annual income of an estimated $300,000 - $500,000, and $500,00+. Kitchens Etc. is in a highly populated tourist area, which is why the clients have more money than the Forrester Profile Tool may indicate (Kitchens Etc.s jobs are primarily peoples vacation homes). Forresters Social Technographics classifies consumers into six overlapping levels of participation (Bernoff, 2008). Forrester aims to see how online participation levels vary among different groups of consumers. In the Forrester Technographics Profile Tools results below, I

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included men and women in all three-age categories because generally, all of Kitchens Etc.s clients are couples. Men and Women 35-44
Inactives Spectators Joiners Females Collectors Critics Creators 0% 10% 20% 30% 40% 50% 60% 70% 80% Males

(Empowered, 2011) Spectators, joiners, and critics make up the majority of both men and women ages 35-44. Although the percentages differ, they come close overall. According to Bernoff, critics are responsible for publishing blogs, publishing their own Webpages, uploading original videos, uploading creative/original music, and writing and posting articles or stories (2008). By a large margin, most men and women in this age group are more so joiners, and spectators than critics. More specifically, joiners are known for visiting and maintaining profiles on social networking sites (Bernoff, 2008). The group most popular for males/females ages 35-44 is spectators. Bernoff says this group simply spectates. They watch videos and read blogs, listen to podcasts, read online forums and read ratings/customer reviews, all of these that others have created (2008). According to Christopher Rick, the women over the age of 35 are dubbed the Digital Pioneers. Their characteristics include:

KITCHENS ETC. SMM

Tech savvy, not as interested in online life (Twitter, etc.) as younger women. Online to check stocks, weather, game, Facebook. Watch TV frequently. Smartphones are organizational tools. Hang out at the kitchen table with family. Higher incomes, more established households make them draws for new digital gadgets.

Men and Women 45-54

Inactives Spectators Joiners Collectors Critics Creators 0% 10% 20% 30% 40% 50% 60% 70% 80%

Women Men

(Empowered, 2011) Like the previous age group, these males and females are part of the same group of spectators, joiners, and critics. These groups have been described in more detail above, but some additional research indicated other characteristics. Between 25-56 year-olds, 65.1% are business travelers, who are 2.98 times more likely to visit 'Directories/Resources - Shipping' sites than the average Internet user, 2.89 times more likely to visit 'Travel Hotel/Resorts' sites than the average Internet user, and 2.31 times more likely to visit 'Retail - Consumer Goods' sites than the average internet user. This demographic of

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men and women also represent over 50% of all travelers all together and do more traveling that any other age group (Travel Audiences, 2011). According to Technology Audiences (2011), this demographic is even more likely to be an overall gadget fan, among other things, including: Back to school computer and gadget shoppers Cell phone enthusiasts Computer shoppers Gadget lovers Holiday gadget shoppers Technology influencers IT, Corporate Tech

Men and Women 55+

Inactives Spectators Joiners Collectors Critics Creators 0% 10% 20% 30% 40% 50% 60% 70%

Women Men

(Empowered, 2011) Audiences in this age group have the same results, as well. The only difference is in the overall percentages, or lack of people in the actual categories or social technographic ladder compared to the 25-44 and 45-55 aged categories. Theres also a rise in other categories, in

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comparison to other age groups; in fact, inactives seem to represent a pretty good chunk of this audience for both males and females. AudienceScience listed those 55+ to be avid seasonal shoppers and more likely to plan and entertain guests (Shopping Audiences, 2011). Research also indicates between 8.9% and 12.3% of those aged 55+ are back to school computer and gadget shoppers, cell phone enthusiasts, computer shoppers, gadget lovers, technology influencers (Technology Audiences, 2011). These are small percentages, but shows there is activity for this age group somewhat. Opportunities The primary focus of most of the aforementioned opportunities is mostly for awareness and consideration purposes. Because of the custom-nature of the business, there are no point-ofsale opportunities to rely on. Unfortunately, theres nothing Kitchens Etc. can offer to customers as a result of a contest or giveaway; not only that, but as a small business owner, this company doesnt really have the resources to do such things to begin with even if these ideas were a possibility. In a nutshell, there isnt much of a budget to implement such tactics. Unfortunately, the social media objectives Kitchens Etc. is seeking must be for awareness and consideration purposes due to the nature of the business. At the same time, awareness and consideration channels are really what Kitchens Etc. need most. Most importantly, the tools need to put the business on the map making it well known to the community and nearby towns and cities. To do this effectively, it will take compelling conversations between builders, former clients and the opportunities that allow interested potential clients to make decisions based on what they see and hear through multiple social channels.

KITCHENS ETC. SMM Social Feedback Cycle

Awareness: Traditional print advertisements (weekly newspapers & monthly magazines), website, local sponsorships Purchase: Because Kitchens Etc. is mainly a service-based business and requires up to a month of consultation and design planning before a purchase is decided on, and because this isnt a business where products are sold in store, there arent any POP channels. Social Web: No conversations exist, yet Net Promoter Score The zero online presence (other than the company website and dormant Facebook page) doesnt allow for the calculation of a Net Promoter score. Social Media Channels The following proposed social media channels would collaborate with current marketing. Kitchens Etc. presently rely on several forms of traditional advertising. The owner advertises regularly in local magazines (which are targeted to affluent members of the community including those who only live there temporarily in their vacation homes), reaching people that remodel frequently (because they have the income to do so). The owner also enters several design contests annually, which have landed Kitchens Etc. in national publications for the owners cabinetry lines and award-winning designs. Sharing the accolades and awards that are received (both as a designer personally and for the business itself) along with photographs on Facebook is sure to start conversations. The problem is that the current social media presence isnt reaching a large enough audience.

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Since beginning a social media plan, weve made sure to start including a Facebook link (or like this on Facebook) link to the Kitchens Etc. website, as well as listing the links in current magazine and newspaper ads. Social Media Platforms (chosen) Facebook opportunity to connect with multiple types of users; including fans, those searching for Kitchens Etc. directly, share pictures and news, a necessary platform for any company with a social media presence LinkedIn network opportunities with other professionals and related/complimentary businesses; independent dealers and contractors (e.g., flooring, countertops, appliances, etc.) Houzz - potential to gain clients through photos, portfolios and various projects that can be searched by name or metro area Angies List - make changes or continue great service and results after becoming aware of current reviews, testimonials and other comments from former clients (see what clients are saying) YouTube add the paid and unpaid commercials (even though there are only a few) for clients and potential clients to view that would introduce my mom (the owner), showing her personality and obvious talent and results also provides a platform for making additional videos of the showroom, jobs/projects, and before and after shots that would be easy for Yammer an effective platform to connect with related businesspeople internally to obtain contacts and to let those interested see Kitchens Etc.s work and what its needs are regarding additional vendors/dealers/contractors in the cabinetry and remodeling fields

KITCHENS ETC. SMM Metrics

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Kitchens Etc.s current metrics only include website hits and the metrics Facebook provides for the business page automatically. With the social media opportunities Ive recommended as most beneficial to Kitchens Etc., the metrics will consist mostly of the same type. The number of subscribers to a YouTube channel, number of views on Houzz and monitoring Angies list conversations will be the basic means for measurement. It will also be important to keep these in a database or spreadsheet, in an effort to include the most information about current and potential clients. This information will include everything that can possibly gathered from conversations (not just numbers), such as names, location of conversation participants, and as much other contact and demographic/psychographic that these channels can possibly provide. These metrics will not only measure participation, but will help in other areas of marketing when determining more specific target audiences and developing new social media tactics/opportunities to piggy-back the initial ones in this particular plan. Because this social media plan is the first for Kitchens Etc., there will be much more growth in online presence and to integrate it with Kitchens, Etc.s traditional marketing more effectively once the basics are established and implemented successfully. Metric Tools Its all about nailing down in writing what you are trying to do so that you know what to sure, so that in turn youll know when you have achieved your goals (Evans, 2008). The first steps for doing so (measuring your social media campaign) are defining your objectives and audience. Because Kitchens Etc.s main focus in social media is visibility, I think the best tool to quantify the content, relevance and impact is Blogpulse. Blogpulse is a free service by Nielsen

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Buzzmetrics allows users to easily search for any instances in which a brands name is mentioned in the blogosphere. It also offers a trend section that displays graphs of the most discussed subjects on the blogosphere (Perley, 2011). Theres not much room in Kitchens Etc.s budget for paid metrics tool(s), so Blogpulse is a feasible, effective way to measure social media presence one of the main objectives of this campaign. To be able to search in real-time is also a plus. Social media conversations increase and vary day-to-day, so its important to track the latest, up-to-date results. Examining Blogpulse further, it can be somewhat difficult to follow exact, relevant conversations and Kitchens Etc.s mentions. However, for a small business on a budget, it provides the necessary basics for such a small-scale campaign. It also allows you to put a topic in quotes (like Google does), which narrows results to the exact topic (i.e., searching Kitchens Etc. instead of kitchens, etc.) (Blogpulse, 2011). In addition to Blogpulse, I think its important use the Social Technology Profile Tool from Forrester. Before or while tracking social presence and measurement, it would be useful when looking more in depth into Kitchens Etc.s audience in general and the social activities they participate in.

KITCHENS ETC. SMM References AudienceScience. (2011). Shopping audiences. Retrieved December 12, 2011 from http://www.audiencetargeting.com/travel.jsp AudienceScience. (2011). Technology audiences. Retrieved December 12, 2011 from http://www.audiencetargeting.com/travel.jsp AudienceScience. (2011). Travel audiences. Retrieved December 12, 2011 from http://www.audiencetargeting.com/travel.jsp

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Bernoff, J. (2008). Social technographics defined. Forrester Research, Inc. Retrieved December 12, 2011 from http://www.forrester.com/Groundswell/ladder.html Blogpulse. (2011). NM Incite. Retrieved December 6, 2011 from http://www.blogpulse.com/ Empowered. (2011). Social technographic tool. Forrester Research, Inc. Retrieved December 12, 2011 from http://www.forrester.com/empowered/tool_consumer.html Evans, Dave. (2008). Social media marketing: An hour a day. Wiley Publishing: Indianapolis, Indiana. Perley Isaac Reed School of Journalism, West Virginia University (2011). Lesson 7: Objectives, metrics + ROI. Retrieved December 7, 2011 from WVU eCampus website: https://ecampus.wvu.edu/ Rick, C. (2010, November). How women connect with online video - The female demographic. Reel SEO. Retrieved December 12, 2011 from http://www.reelseo.com/womenconnecting-video/#ixzz1gNPBV8wN