Social Media Management Project #1, Boulevard Tire Center Social Media Strategy 2016. University of Florida, Spring 2016.

1. Social Media Strategy 2016
PUR3622
Justin Wilken
2/21/2016

2. TABLE OF CONTENTS
1. Executive Summary, February 2016
2. Social Media Audit
a. Social Media Assessment, February 2016
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, October 2015 though January 2016

3. EXECUTIVE SUMMARY
The purpose of this social media marketing strategy will
NOT be to mimic our competition in the local market.
Instead it will be a customer centered focus that will show
how Boulevard Tire Center outperforms their competition
in quality service, strategically placed storefronts, and
competitive pricing. BTC will stand out online as a leader in
the auto industry with expert content and an attention to
detail for customer needs.

4. SOCIAL MEDIA ASSESSMENT
Platform URL Followers
Average Weekly
Activity
Reach/
Impressions
Facebook
facebook.com/
boulevardtirecenter
1209 7 post per week 14.7%
Twitter
twitter.com/
boulevardtire
1387 7 post per week 16.9%
Data collected in October 2015
Both accounts have nearly the same amount of followers and very little deviance in
reach. Twitter just barely edges out Facebook

5. Customer Demographics Assessment
CUSTOMER DEMOGRAPHICS
ASSESSMENT
Demographic
% of Target
Adults
Women 60%
Age 45-64 60%
HHI $50K+ 47%
White Collar Workers 27%
Retired 43%
Some College 41%
Married 63%
Widowed 22%
Caucasian 87%
Men 40%
Demographic of Social
Media Users
Twitter
Faceboo
k
Women 36% 52%
Men 64% 47%
21-35 N/A 14%
35-45 N/A 10%
45-64 N/A 16%
Married women between the ages of
45-64 are BTC’s largest customer
demographic.
Women make up most of BTC Facebook
following but BTC has more men
Twitter followers.

6. Competitor AssessmentCompetitor Strengths Weaknesses
McGee Auto Services
and Tires
• Extensive followers on
Facebook
• Quality content posted to
throughout the week
• Content relative to the
tire/auto service industry
• Twitter without a single
tweet since joining in 2011
• Twitter without header
photo
• Facebook page not as
professional (graphics)
Burt Brothers Tire and
Service
• Strong presence on
Facebook, lots of followers
• Great two-way
communication with
customers
• Relative content posted
intermittently throughout
the week
• Highlights positive
feedback on Facebook
newsfeed
• Twitter feed has multiple
duplicated post
• Does not have an extensive
following on Twitter

7. SOCIAL MEDIA OBJECTIVES
• Our focus for 2016 will be to gain a greater following on our two
social media platforms, Facebook and Twitter.
• Along with developing a larger social media following we will need to
provide more appealing and relevant content to engage our audience.
• We will use this content to drive more traffic to our web page along
with spurring interest for our products and services.

8. Some specific objectives include:
• Targeted Facebook and Twitter
Campaigns
1. Specific product brands
2. Buying options
3. Local new and existing consumer base
4. Specific Vehicles

9. ONLINE BRAND PERSONA AND
VOICE
Adjectives describing
BTC:
• Reliable
• Safe
• Efficient
• Knowledgeable
• Innovative
When interacting with
customers we are:
• Friendly
• Sociable
• Helpful
• Honest

10. STRATEGIES
Paid:
-Boost social media generated ads that include coupon codes to
increase in-store traffic.
Owned:
-Reinforce our hashtag campaigns (#morethantires &
#BTCPromise) across all marketing including social media accounts,
advertisements and mention to in-store customers.
Earned:
-Offer coupon codes and sweepstakes for followers who share BTC
Facebook page, Facebook content, retweet Twitter content and
providing feedback or an experience they had with BTC on any
social media pages with a tag to BTC.

11. TOOLS
• Hootsuite
• Adobe (Image and graphic designs
and creation)

12. TIMING AND KEY DATES
Key Dates:
• 12/28-2/28 Michelin-Costco Promo
• 2/18-3/16 Michelin-BJs Promo
• 4/18-5/08 BF Goodrich Promo
Reporting Dates:
• Reporting quarterly; October, January,
April, July (BTC fiscal year October-
October)

13. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Mike Drungell – Position: Retail General Manager
Mike is the Retail GM for Boulevard Tire Center. He is the final point of action for all major
decisions made in relation to BTC’s web functions. Mike approves or denies the overall budget for
social media and online advertising and approves or denies promotional web ads and social
media campaigns.
Harper Hill – Position: CEO of Hill & Hollis
Harper is an outside marketing advisor that helps BTC translates their brand and vision into social
media campaigns. He helps BTC create a better social media presence by directing and helping to
influence strategies for increased branding. Harper and his team also are huge promoters of BTC
and share a lot of their online content with a massive online social audience.
Summer Meents – Position: Information Technology Manger
Summer Meents holds a multitude of different positions for Boulevard Tire Center. For social
media purposes Summer’s title falls under IT manager. She integrates Boulevard Tire Center’s
point of sale system (ASA Tire Master) with all social media platforms in order to make online
shopping a possibility for customers. Most of this is still in the works, but BTC is hopeful in
establishing a better buying experience for online customers through social media.
Olivia Stevens – Marketing & Media Relations
Olivia is the woman behind all of BTCs daily social media interactions. She creates schedules,
manages the advertising budget for social media, interacts with customers through reviews and
surveys, measures insights and analytics, and creates promotions/ads.

14. SOCIAL MEDIA POLICY
Boulevard Tire Center Social Media Policy:
Employees are encouraged to support and interact on social media with Boulevard Tire Center in a
professional manner on their own free time.
Social Media interaction should not take place on Boulevard Tire Center server controlled
computers and should not be accessed on Boulevard Tire Center employee cellphones and
tablets.
Dishonorable content such as racial, ethnic, sexual, religious, and physical disability slurs are not
tolerated.
Employees are not allowed to disclose information that are financial, operational and legal in
nature, as well as any personal information that pertains to clients and customers.
• Respond timely to customer questions or feedback with appropriate
responses
• Never let a customer complaint or negative comment provoke a
negative response from a BTC account
• PG rated content only!
• Keep content relative to our audience, services, products and BTC’s
brand
• Proofread every post and do not use slang or provocative language
• No sidebar conversations with single individuals or groups
• NEVER, under any circumstance, belittle or provoke an argument
with a customer.
• Have fun but stay respectful

15. CRITICAL RESPONSE PLAN
If a customer contacts Boulevard Tire Center with a
question, concerns, issue or problem, the marketing
and media relations department should immediately
respond and include the following in the response:
-an apology on the issue
-a reassurance in our brand, business ethics, and
company values
-an inquiry for contact information if not provided
-the contact information for Mike Drungell (Retail
issues) or Steve Stevens (Commercial issues)
-the contact information for the marketing and media
relations department
If the customer does not respond or provide contact
information after a 24hr period a claim should be
typed, noted, and filed of said question, concern,
issue or problem.

16. MEASUREMENT AND REPORTING
Reporting every 3 months, data as of January 2016
Source Volume
Overall Traffic
%
Conversion
Rate
Facebook
6,722
+5% growth
17% 1.3%
Twitter
5,139
Down 2%
15% 0.9%

17. Social Network Data
Platform URL Followers
Average Weekly
Activity
Reach/
Impressions
Facebook
facebook.com/
boulevardtirecenter
1332
+123 new
followers
13 post per
week
+6 more post
per week
16.5%
Up +1.8%
Twitter
twitter.com/
boulevardtire
1560
+173 new
followers
13 post per
week
+6 more post
per week
19.7%
Up +2.8%

18. Hashtag Campaigns Performance
• Between October 2015 and January 2016 #morethantires was mentioned on
Twitter 800 times & #BTCPromise was mentioned 950 times.
• Post provided with video or photo along with hashtag retweeted 66% more.

19. Sentiment Analysis
An analysis of the interactions on 50 Facebook posts and 50 Tweets revealed the following:
• Content that included media such as photos and videos were more likely to be shared or retweeted among the
community
• Content that included vehicle enthusiast, specific types of vehicles (high-end, off-road, commercial) drew more
likes than tire specific content
• Interactive polls worked well to draw participation and customer opinion on products and services offered
• The largest negative feedback was geared toward competitive pricing with our local competitors (higher pricing
than our competitors)
Proposed Action Items
• Continue hashtag campaigns, #morethantires &#BTCPromise
• Focus more on vehicle enthusiast content that includes photos and videos
• Prepare an Instagram content strategy for the upcoming quarter.