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Social Media Plan and Guidelines

February 2016
Rachel Wertz & Tayler Latham

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Integration Model
Centralized Model
We chose to organize our social media into Gallup Development using the centralized model
based on their existing structure and their social media needs. Gallup Development is a small
business and each employee plays a distinctive role. With the centralized model, Suzie Pecze
will play the main role in digital marketing, giving her the maximum control over social
media. We will train her to use Instagram, LinkedIn, Facebook and Twitter professionally,
and she will learn to monitor these sites using Hootsuite. The centralized model will allow
Suzie to control the messages in a consistent and well-organized manner. It also allows Suzie
to delegate social media responsibilities to other employees if needed. This model also
works well for Gallup’s target audience, who desires consistent and informative messages
via social model.

Strategic PlanSocial Media Audit

Assessment:
o Currently, Gallup Development does not have any social networks. Because
of this, we have no way to determine their current client following. There is a
Yelp page for them, but there is no activity with their page.
Current Results:
o Without any social media, at the moment, Gallup’s website drives low traffic.
Gallup hopes to drive more traffic to their website via social media and drive
a stronger following, as well as, be able to connect better with their clients
and potential clients.
Audience:
o Gallup’s primary audience are young, wealthy business people in the Denver
Metro area or thinking of moving to the Denver Metro area. Typically, the
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wealthy professionals are single females in their mid to late twenties and
early thirties, but do sometimes consist of males and couples in the same age
range.
o After some evaluation, we have determined that this group tends to use
Facebook as their primary social media platform, but also uses LinkedIn for
professional use and Instagram quite often.
o Facebook is where most of the conversation about buying and selling homes
takes place for our audience. The typical conversation revolves around
moving to the area and looking for a place.
Competitive Analysis
o Strengths:
 Well-branded
 Developed website content and voice
o Weaknesses:
 No social media presence
 No public conversation or outreach with customers
 No use of social media as a selling platform
Summary
o Gallup Development really fits into the norm of their industry by not having a
social media presence. However, they are missing a great value within social
media that will set them apart from their competitors. By adding in social
media, Gallup can increase the value of their company by connecting on a
personal level with customers, redefining their brand, and showing their
knowledge of the building industry.

Goals and Objectives

Organizational and Communication Goals:
o To sell homes
o To connect with the community (buyers, sellers)
 To connect with new home buyers coming to the neighborhood
 To connect with people in the Highlands who are selling homes
o To reach out and connect the best subcontractors
o Increase community involvement
o Bring awareness to buyers/sellers in the Highlands
o Increase the number of homes sold
o Bring awareness to the quality of the company and its product
o Very exposed to city, buyer, and anyone in the community
Organizational and Communication Objectives:
o Increase likes on Facebook to 200 by March 15th
o Increase sales by 10% by year end in 2016
o To sell one more home than last year by year end in 2016
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Online Persona & Voice
Our client would like Gallup to be represented with a professional but somewhat
conversational tone. In other words, we want our audience to see Gallup as educated in the
industry but still approachable to clients. We would generally keep a more sophisticated
persona when the conversation is specific to Gallup, but a little more conversational when
addressing the industry in general.

Preliminary Tools

Facebook
o Facebook is one of our primary social media tools that we are using because
it’s widely used in both personal and professional manors. This is very
important because our primary audience will use the platform for both
reasons. Because of its various features, it’s easy for our audience to interact
with Gallup and for them to gain a following. Facebook is also a great way to
connect and interact with other businesses in the area. This can be a great in
creating brand loyalty for the neighborhood in general which will inevitably
bring customers to Gallup.
Instagram
o Instagram is our another one of primary tools. We want to use it primarily
because it’s a good way to visually see what the company is working on. With
this platform, we can post pictures of properties, how-to infographics, before
and after photos, and profiles on happy customers. Instagram is a way for
Gallup to use a slightly more casual voice and connect with our primary
audience on that level.
Twitter
o We won’t use Twitter quite as much as Facebook or Instagram, but we
definitely want to show a presence. Twitter is a good way to put out quick
messages and reminders to our audiences and link to content on other social
media platforms, as well as, Gallup’s website. At most, we predict using
Twitter two to three times a week.
LinkedIn
o Because our audience is primarily made-up of young professionals, we think
it is essential for Gallup to be able to connect with them through a strictly
professional platform like LinkedIn. Our efforts on LinkedIn will be strictly
targeted towards networking with subcontractors and other neighborhood
businesses, as well as, existing and former customers.

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Listening & Monitoring Strategies
Monitoring Goals


Be more plugged into what’s going on with the community, our competition, and the
industry.
Monitor analytics and other social media aspects by use of Hootsuite.
Understand our audience’s wants and need through social media and how they are
talking about our client and the industry.

Accounts to Follow

Industry related organizations such as Remax and the local competition like
Highlands Development, LLC and Highland Custom Builders, Inc.
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Local businesses such as restaurants and stores
Previous clients and current clients

Keywords, hashtags, and geotags

Keywords
o homes, building, Denver, Highland Denver, LoHi, home builders Denver,
remodeling, rebuild, rebuilding
Hashtags
o #Gallup, #GallupDevelopment #GallupHome, #Builders, #DenverBuilders,
#DenverHomes, #NewHomeBuyers, #LoHiHomes, #GallupThroughLoHi,
#GallupHome #GallupBuilders, #GallupRemodel
Geotags
o Highland Denver, Denver, LoHi

Communities and Groups

Denver Home Builders Association
Denver Independent Brokers (real-estate group)

Community Engagement & Management
Strategies
General Monitoring and Management

Be sure to keep an eye and ear for what our audience is talking about and asking for
in terms of our industry and business.
When a post on Gallup’s account receive any sort of interaction, we must make sure
that we understand why we received that sort of interaction in order to better
understand them and tailor the message more to their wants and needs in the future.

Crisis Management

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 In case of crisis situations where maybe a customer comments poorly about Gallup
publicly, we would need to take corrective action immediately. In those types of
situations, it’s best to comment publicly communicating that the organization will
handle the matter, but then discuss details directly and privately with the customer.

Key Social Media Posting Tips







Share, repost, like and comment on content posted by accounts we follow
Keep the conversation going with posts on our content
o Respond in a timely manor
Address audience’s concerns in a timely, professional, and confidential manor
Create a FAQ page and link people to the page when they have questions regarding
frequently asked questions
Keep a consistent and professional voice across all platforms
Never give out personal information of employees
Use consistent hashtags to help with organization, branding, and streaming traffic to
one spot
Never ignore negative comments
o Work to turn the conversation into a positive
o Help as much as possible without hurting company values

Content Ideas & Key Dates
Content Ideas
1. Customer Profiles
 Customer profiles are a way to showcase happy customers and their stories. Each
story will include why they moved to the area, about their family, and why they
are satisfied with their Gallup Development property.
 This type of content will help us to reach our goal of connecting with the
community.
 This would appeal to our primary audience of young professionals because they
are able to hear successful stories from people like them who live in the
neighborhood and because it doesn’t feel like a sales pitch.
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This content will be using the stories and emotion characteristics of the STEPS
model. Customer profiles tell stories which evoke emotion.

2. Then and Now Thursdays
 Then and Now Thursdays are how we will show before and after photos of
Gallup Development properties.
 This content will help us reach our goal to connect with new buyers in the
community, as well as, our communication objective to bring awareness to the
quality of the company.
 Our young, professional audience is very visual. The comparison of old to new
will encourage them to engage with the company and will build a sense of trust,
especially with the consistency of posts.
 Practical value and stories are the two characteristics of STEPS. It represents the
stories element because it shows the progress of the home or project from start to
finish. Practical value is represented by showing that Gallup does quality work
every time.
3. DIY Home Improvement
 These DIY posts will give general home improvement tips and tricks created to
help our audience complete projects on their own time and their own dime. We
will be using content created by Gallup and also by this Pinterest board:
https://www.pinterest.com/SimplyDesigning/diy-home-improvement/.
 This will help us reach our goal of connecting with future and existing customers.
 Although our audience is primarily young and professional, we also see them as
very modern and creative. A DIY project is just the way to latch on to that
creativity.
 This content uses the social currency, practical value and triggers characteristics
of the STEPS model. This content makes Gallup look like they know what they
are talking about and also serves a very useful purpose. This content can be a
type of trigger because DIY projects are a very popular and highly source type of
content.
4. Sharing Industry-Related News
 With this content, we will demonstrate Gallup’s knowledge and upkeep with the
industry.
 This will help us reach our goal of connecting with subcontractors and other
businesses in the industry. It will also help us reach our objective of showing
Gallup Development’s value as a builder in the Denver area.
 Our audience for this content would be the building industry and other related
subcontractors. This would appeal to them because it revolves around their line
of work and their interests.
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This content holds a lot of practical value and social currency for Gallup
Development. It shows their peers that they are knowledgeable about the industry
and provides the audience greater value.

5. Local and Neighborhood Giveaways
 We will be working with local businesses and doing giveaways to encourage our
clients to shop and eat local. An example of this would be giving away discounts
to a restaurant in the Highlands neighborhood to the first 10 people that
comment on a post.
 This will help us reach our objective of collaborating with other small
businesses in the area as well as encourage our audience to interact with us on
social media.
 This is appealing to our audience because it adds a playful element to our social
media posts. It also gives them the opportunity to try new restaurants and shops
in the area or get a food deal on their local favorites.
 This content uses the Practical Value and Emotion characteristics of the STEPS
model. These posts carry practical value because they encourage our customers to
get involved in the neighborhood and save money in the process. The giveaways
are also exciting and bring the “winners” a sense of satisfaction, which is why
this content also has emotional value.
6. Twitter Organization Updates
 Twice a week will be posting quick updates on Twitter that will remind our
audience of important dates and information that they should know about.
 This will help us reach our objective of maintaining consistent contact with our
audience across all social media platforms.
 The Twitter updates will appeal to our audience by giving them quick and
helpful reminders without them having to seek out the information. We want our
customers to have an easy time finding information which will enhance the
customer experience overall.
 This content uses the Practical Value characteristic of the STEPS model because
the Twitter posts are short and to the point. It will also use the Social Currency
characteristic because when customers retweet this kind of content, it shows that
they are in the loop and support small businesses.
7. Monthly Twitter Forums
 Once a month Gallup will host will host a forum over Twitter. The forum
topic will be announced and promoted starting a week before the forum.
Topics will range from How to Look for and Buy Your First Home to How to
Modernize Your Living Space. The forum will be casual and styled in a
question and answer format.
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This will help us reach our goal of engaging with our existing and future
customers.
Our audience will primarily be young professionals who are seeking their
first home and wanting to know more about the area. These forums will help
them to have a better understanding, as they are able to ask whatever they
need from professionals in the industry.
This content provides a lot of practical value from the STEPS model, as it
provides a lot of useful information tailored to our audience’s needs. It also
shows Gallup Development’s social currency and knowledge of the industry
and neighborhood.

8. Meme Mondays
 Meme Mondays are a good way to remind customers that although we are a
professional business, we still like to make jokes and have fun with our
work.
 This will help us reach our objective of connecting with our audience on a
more human level and make them feel more comfortable with our company.
 These weekly posts will appeal to our audience by making them laugh – and
maybe from an account where they would least expect it – on the days
where everyone needs a laugh more than ever.
 Monday Memes will use the Emotion characteristic of the STEPS model by
adding a little joy and sense of surprise to our posts. This content will also
use Social Currency because our followers will more likely share this kind
of light content to their followers by making them look both funny and “with
the times.”

9. New Neighborhood Business Shout Outs
 In these posts, we will highlight new local businesses by telling our audience
about who they are what they do. There are new small businesses popping
up in the area constantly, so there will be plenty to work with.
 The shout outs will help us reach our objective of connecting with the local
community and gaining brand loyalty in the area.
 These posts will appeal to our audience by increasing their sense of
community and awareness of what is happening in the area.
 The shout outs will use the Emotion characteristic of the STEPS model by
getting our audience excited and motivated to try new local places. It will
also use the Practical Value characteristic because these posts will be
informative and helpful, especially to those that are new to the
neighborhood.

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10. Time-lapse Videos
 These time-lapse videos will be a way for the community to see Gallup’s
various different various from start to finish. Unlike before and after photos,
you get to see the entire process of the work.
 This helps us reach our goal of building trust with the community. It also
helps us reach our objective of showing Gallup’s value in the industry.
 Our primary audience for this piece young and professional new home
buyers. They would be interested in this content because they can get a
sample of what they’re future home might look like.
 The two characteristics central to this content from the STEPS model are
practical value and stories. It’s very useful for our audience to be able to see
the end product and to see what Gallup Development can do for them. It also
provides a start to finish story that captures the skill of the company.

Key Dates & Calendar
Below is a generalized summary of the posting schedule and key dates for content going
between now and May 15th. Following that is a corresponding calendar for a visual view of
the schedule.
Customer Profiles: Will post the second Tuesday of every month via Instagram and share on
Facebook and Twitter

Posting dates: March 8 | April 12 | May 10
Posting time: 12:00 p.m.

Then & Now Thursdays: Will post every other Thursday via Instagram and share on
Facebook and Twitter


Posting dates: March 3, 17, 31 | April 14, 28 | May 12
Posting time: 12:00 p.m.

DIY Home Improvement: Will post every Wednesday via Facebook and share on Instagram

Posting dates: March 2, 9, 16, 23, 30 | April 6, 13, 20, 27 | May 4, 11
Posting time: 3:00 p.m.

Local & Neighborhood Giveaways: Will post once within the first full week of every month
via Facebook or Instagram and shared via Twitter

Posting dates: February 29 – March 6 | April 4 – 10 | May 2 – 8
Posting time: 12:00 p.m.

Monthly Twitter Forums: Will start posts every third Friday of every month via Twitter
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Posting dates: March 18 | April 15
Posting time: start forum at 12:00 p.m.

Meme Mondays: Will post every Monday via Instagram and share via Facebook and Twitter

Posting dates: February 29 | March 7, 14, 21, 28 | April 4, 11, 18, 25 | May 2, 9
Posting time: 10:00 a.m.

Time-lapse Videos: Will post once or twice every six months via Facebook with a snippet of
the video shared via Instagram

Posting dates: April 23
Posting time: 12:00 p.m.

New Business Shout-Outs: Will post as necessary via Facebook or Instagram and share via
Twitter

Posting dates: None scheduled as cannot be planned
Posting time: 12:00 – 1:00 p.m. Saturdays & Sundays, 3:00 – 4:00 p.m.
Wednesdays, 1:00 – 4:00 p.m. Thursdays & Fridays

Organization Twitter Updates: Will post as necessary via Twitter and share via Facebook

Posting dates: None scheduled as cannot be planned
Posting time: 12:00 – 3:00 p.m.

Sharing Industry-Related News: Will post as necessary via Facebook and share on Twitter

Posting dates: None scheduled as cannot be planned
Posting time: 12:00 – 1:00 p.m. Saturdays & Sundays, 3:00 – 4:00 p.m.
Wednesdays, 1:00 – 4:00 p.m. Thursdays & Fridays

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

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10 a.m. Meme

March 1

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3 p.m. DIY

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12 p.m.
Then & Now

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10 a.m. Meme

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12 p.m.
Customer
Prof.
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3 p.m. DIY

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3 p.m. DIY

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12 p.m.
Then & Now

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12 p.m.
Twitter Forum

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Giveaway
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10 a.m. Meme

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10 a.m. Meme

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3 p.m. DIY

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10 a.m. Meme

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3 p.m. DIY

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12 p.m.
Then & Now

April 1

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10 a.m. Meme

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3 p.m. DIY

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12 p.m.
Customer
Prof.
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3 p.m. DIY

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12 p.m.
Then & Now

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12 p.m.
Twitter Forum

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3 p.m. DIY

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12 p.m.
Time-lapse
Video

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3 p.m. DIY

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12 p.m.
Then & Now

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May 1

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3 p.m. DIY

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12 p.m.
Customer
Prof.

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3 p.m. DIY

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12 p.m.
Then & Now

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GOAL: 200
Facebook
likes!!

Giveaway
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Giveaway
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