Eportfolio

McCain Mobile Audio

Kenny McCain

Table of Contents
Customer Persona Tables.........................................................................................................2
Social Media Audits.................................................................................................................3
Social media Audits cont.........................................................................................................4
SWOT Analysis........................................................................................................................5
Goals, Objectives, Metrics.......................................................................................................6
Resources................................................................................................................................7
Tone of Voice...........................................................................................................................8
Platform Selection, Online photos and info..............................................................................9
Platform Selection, Online photos and info cont....................................................................10
Distribution & Content...........................................................................................................11
Social Media Content Calendar..............................................................................................12
 Customer Persona Tables
Persona Name: Jeremy
Age: 18 Location: Farmington NM
Gender: Male Income: <30,000
Occupation: Part-time Family: Parents
Job title: Fast food worker Social networks: Instagram, Facebook, Tik Tok
Company size: corporate fast food? Interests: Career, Cars, Dating
Pain points: Budget Values: School, career
Where and how they purchase: Physical location
Bio:
Jeremy is just starting college, he is currently working part-time at a fast food restaurant while going to school. He
currently is living with his parents, so his financial situation allows him to indulge every once in a while. He wants
to make his car “cooler” than it is now by adding upgrades every once in a while.

Persona Name: Steve

Age: 25 Location: Aztec NM
Gender: Male Income: 48,000
Occupation: Oil Field Family: Married, newborn
Job title: Foreman Social networks: Facebook, Tiktok
Company size: 100+ Interests: offroading, outing
Pain points: Free time to go to the physical location Values: spending time with family, get together with
Where and how they purchase: physical location friends

Bio:
Steve has been in the oil field for a few years, He is recently married with a kid on the way. Yet since he is in his
truck a good portion of his day, he wants to make sure that it works and has additional features he can enjoy.

Persona Name: Scott

Age: 35 Location: Farmington NM
Gender: Male Income: <60,000
Occupation: Manager for Retail Branch Family: Married, 2 kids
Job title: Store Manager Social networks: Facebook
Company size: local branch, 50+ Interests: Spending time with family, Traveling
Pain points: Budget, Values: Family, quality of purchases
Where and how they purchase: physical location
Bio:
Scott is a family man. He has gotten a steady job and wishes to spend more time with his family on road trip
vacations throughout the year. Yet he realizes he needs a better stereo so his whole family can really enjoy music
while on the road.
 Social Media Audits
McCain Mobile Audio
Site Account Number of Posting Avg. engagement Avg. reach per Are posts on
(Hyperlink to optimized? followers frequency per post post brand?
account)
Facebook Yes 3.8k Bi-weekly 25 reactions 3.8k Yes
Instagram N/A N/A N/A N/A N/A N/A
Twitter N/A N/A N/A N/A N/A N/A
LinkedIn N/A N/A N/A N/A N/A N/A
Pinterest N/A N/A N/A N/A N/A N/A
Snapchat N/A N/A N/A N/A N/A N/A
YouTube N/A N/A N/A N/A N/A N/A
Other N/A N/A N/A N/A N/A N/A

Paradise Village

Site Account Number of Posting Avg. engagement Avg. reach per Are posts on
(Hyperlink to optimized? followers frequency per post post brand?
account)
Facebook Yes 790 Bi-weekly 5 reactions 3.8k Yes
Instagram Yes 274 Monthly 4-8 likes 274 Mostly
Twitter N/A N/A N/A N/A N/A N/A
LinkedIn N/A N/A N/A N/A N/A N/A
Pinterest N/A N/A N/A N/A N/A N/A
Snapchat N/A N/A N/A N/A N/A N/A
YouTube N/A N/A N/A N/A N/A N/A
Other N/A N/A N/A N/A N/A N/A

NOTE
One of the competitors of McCain Audio “Zia Mobile Audio” officially is out of business this coming December.
 Which platforms perform best and why?
Facebook is the only platform that McCain Mobile Audio currently has as of Oct. 2023, although the
company does carry its primary review system on the Google platform.

 How many reviews/testimonials does each platform have? Please summarize if they are positive, neutral,
or negative. This can be an overall perspective for each platform.
Most of the company's reviews are primarily addressed on the Google review system. They carry a very
high rating of 4.9 out of 5 stars due to their efforts to address issues any customers had.
 Are there any customer inquiries? If so, summarize what they are requesting.
Google provides the opportunity to ask questions, so far there are 11 questions.So far they have asked if
they do installation of equipment, asking if they provide financing, Covid safety practices, and specific
installation questions.
 Social media Audits cont.
 What is the average response rate to customer inquiries? Do you think this is good, or does it need
improvement? Please explain why.
The last post of questions on the Google platform was 2 years ago, yet there is no clear indication on that
particular platform regarding their response timing.

 Identify and list any content gaps. Is there a lack of posting, poor branding, etc? Please explain.
On the Facebook platform, they have become more active over the past 3 months. Yet ging back to July
and June, there were only 2 posts across both months. The lack of posting creates a huge gap in their
exposure among their potential customers.

 Include screenshots of top-performing posts from any platform.

 SWOT Analysis

McCain Mobile Audio SWOT Analysis

Strengths: Opportunities:
● Relevant material ● Build engagement

● Open-ended engagement ● Establish presence on other platforms

opportunities
● More Community engagement
● Deals to drive traffic
● Standalone website
Weaknesses: Threats:
● Post engagement ● Competition

● Frequency of posts ● Economic market hardship

● Electronics in vehicles become

sophisticated
 Goals, Objectives, Metrics

Goal 1 Objectives Metrics

Improve Facebook
1. Post contest content, to 1. Likes/reactions
engagement boost engagement 2. Comments
2. Post more frequently
3. Promote community 3. Reposts/shares
engagement with events.

Goal 2 Objectives Metrics

Establish Instagram 1. Promote on Facebook

2. Follow and engage with similar 1. Likes/reactions
accounts to boost engagement 2. Comments
3. Offer content exclusive to
Instagram 3. Reposts/shares

Goal 3 Objectives Metrics

Improve Instagram
1. Post frequently 1. Likes/reactions
engagement 2. Incorperate vivid photos 2. Comments
and videos
3. Repost content from 3. Reposts/shares
Facebook
 Resources
Week 4 Section 1:
Please list all the suggested resources needed. Are any of these resources available to you?
Please indicate if the resource needs to be purchased or is available. i.e., you need to
purchase social media management software, such as Hootsuite.

 SocialPilot, social media manager to be subscribed to

 Excel, spreadsheet to maintain data to compare and contrast, limited version
available for free, full version requires subscription


What required personnel is needed? Define each of their roles and responsibilities.

 Social Media Manager, to format and keep the tone and frequency of posts
consistent
 Social Media Analyst, track data to see successful posts, can be held by the Social
Media Manager.


Estimated budget needed to achieve your client's goals:

SocialPilot subscription: 30 a month, 300 a year
Excel Program: 12.50 a month
Social Media Manager: 18.00 or more an hour, due to the small size of the company
 Tone of Voice
When it comes to the brick-and-mortar business of McCain Mobile Audio, keeping a positive tone can be
critical when it comes to an online presence. If the business of McCain Audio was a person, their personality would
be upbeat, social, and a big fan of car audio. This personality would be ideal to boost the perception of the
company as a whole. When there is engagement from the community and potential customers, their questions and
statements need to stay in this tone to present the same positive tone as they do in person. The brand as a whole
would speak to customers as if they were face to face, one of the shortfalls seen on social media is being insincere.
By giving vague or “robotic,” responses can negatively change the perception of the brand's existence on social
media and even the brand itself.
If the brand were to be described by a customer, the brand would be a helpful, well-dressed, and
enthusiastic person ready to help. The character of the brand should be professional, yet also friendly. By doing so
the brand evokes confidence in their interaction with customers while also being open and friendly enough to be
relatable.
The brand's purpose in person and online is to both inform and sell to their customers. With some
business such as car dealerships they solely focus on the selling as their purpose. But if you combine both
informing and selling you can create a much healthier dynamic between the customer, the business and the overall
image of the company. McCain Audio’s selling process starts with determining the understanding of the customer's
needs, such as asking what they are looking for or what features they want in a product. By combining the two
purposes hand in hand, you create a positive atmosphere for a customer to feel truly engaged in the selling
process.
The brand's tone should be personal, that way the brand does not come across as insincere when
interacting with customers online. The brand is a small business, mostly involving one on one consultations to meet
the needs of the customer. To be consistent online and in person, being personal would be more ideal.
The brand’s language should be fun. The business sells and installs car audio and accessories which can be
considered recreational upgrades to a customer's vehicle. Potential customers should see and feel the energy from
a company, as they can be a drive to increase online engagement or even drive people to come in person.
 Platform Selection, Online photos and info
Platform: Reasoning: Target:
Facebook Wider older demographic 24-55+
Instagram Young demographic 18-24

Cover photos

1. 2.

3.
 Platform Selection, Online photos and info cont.
Profile Pictures

1.

2. 3.

Usernames
Facebook: Mccain Mobile Audio
Instagram: mccainaudio
Tiktok: mccainaudio

Company Bio:

We are McCain Mobile Audio, a small business operating and serving the four corners community since 1999. We
pride ourselves in our business model by prioritizing customer service, customer satisfaction, high-quality service,
and products. One of the more common slogans we operate by to maintain our standard of customer service is,
“Be as honest and upfront with people as we can.” To dive in further, our business does not operate with
commission-based sales or quotas. Since we operate this way, you will not have any of us at McCain Mobile Audio
will try to upsell you on a product or service you will not need. We aim to work with you and match your needs.
From troubleshooting your existing equipment to overhauling your vehicle for maximum performance, we wish to
put your needs and interests first. Come in to our store and take your ride to the next level!
Keywords

Car audio, bass, amplifier, radio, speakers, subwoofers, stereo, sound system, audio, car upgrade

Hashtags
#CarAudio, #subwoofer, #soundsystem, #carstereo, #audio
 Distribution & Content
Platform: Content Types: Post Frequency: Content Mix: Optimal Days and
(Facebook, Instagram, (Daily or Times to Post:
Tiktok, etc.) Weekly)
Instagram Feed User-generated 3 per week Weekly M, Th, Sa
content
Instagram Stories Video 2 per week Weekly W, Su
Facebook post User-generated 3 per week Weekly M,W,F
content
Facebook Video Video 1 per week Weekly W
Social Media Content Calendar