1. Four Star Flooring
Social Media Plan
Stacey Breton, Blair McNulty, Kristine Nicholson,
Henry Poth, and Tyler Dannat
MKT 355
.
2. 1
Table of Contents
Company & Competition(Stacey).................................................................................................1
Users(Stacey)……………………………………...……………………………...…….…………2
Main Objectives(Stacey)…………………...…………………………….....................................3
The Plan
Wordpress (Blogging) (Blair).……………………..……………………………………3
Facebook (Social Networking) (Blair)..…………………………..……….…...…………6
Stumble Upon (Social Bookmarking) (Kristine)………...……………………………......9
Foursquare (Geo-tagging) (Tyler)….…………………...……………………..…………10
Twitter (Microblogging) (Harry)...…………...………………………………….………11
Pinterest (Photo sharing) (Kristine)…………………...……………………….........…...14
LinkedIn (Online Professional Network) (Harry)………...……………………………...15
YouTube (Video sharing) (Tyler)….……………...………………………..…………....17
Campaigns
Facebook/Twitter (Stacey)...………...………………...…………………………………18
Pinterest (Kristine)……………………………………………………………………….19
References………………………………………………………………………………………22
3. 2
The Company
Four Star Flooring is a true “mom & pop” store that has stuck to the traditional forms of
marketing like newspaper ads and radio spots. While there is nothing wrong with these forms of
advertising, especially if they work for the company using them, we live in a world where social media
presence is no longer option. While Four Star Flooring owner, John Kallelis, has a desire to be a part of
the social media world, he is in the same spot as many small business owners; he has no idea where to
start, how to keep up with an ever-changing media, what sites he needs to be on, or what types of things
he should be putting out there. In an effort to get Four Star Flooring on track for social media success,
our group has outlined a strategy that will provide Mr. Kallelis and his employees with an initial and
follow through plan of action.
In terms of current social media presence, Four Star Flooring only has a Facebook site up that has
a mere 3 likes (when we started this project there was only 1 like—the other two are group members). A
lack of content and time investment is the most probable cause for the lack of interest in Four Star’s page.
There are no posts or pictures of any kind, and it appears that the sight was just created and left to dry. If
Four Star Flooring were to cultivate a strong social media program, they would be light years ahead of
their competition.
The Competition
One of the only local flooring stores that has a social media presence to speak of is Messina’s
Flooring. When we last reported on Messina’s social media sites, we noticed that they had 97 likes on
their Facebook page, but they are now up to 103. The company also has a somewhat active Twitter
account, a Flickr account, Google+, and a company blog. While Messina’s Flooring may not be topping
any charts with their social media strategy, they are certainly one of the only local stores putting the effort
4. 3
in. It is paying off for them too-- social media presence helps a great deal with search engine
optimization and when you Google “Flooring NH”, they are on the top of the first page of results.
The Users
Before delving into the details of our proposed social media strategy for Four Star Flooring, an
online target market must be identified. While Four Star’s main customers are new and current
homeowners between the ages of 20-30 and 30-60 (these factors were provided by Four Star Flooring),
this target market does not necessarily apply for online users. Online target markets differ from offline
markets because in the world of social media, companies use behavior rather than the standard
demographics to reach consumers. For example, Four Star Floorings online target market will most likely
consist of young adults all the way up to baby boomers who are could fall into any of the following
categories: new homeowners, current homeowners, people looking to make home improvements,
contractors, consumers with an interest in green products, or even families with children looking to re-do
their son/daughters room. Taking the general age brackets that most homeowners that would have an
interest in flooring fall into (25-34 and 45-54) we used the Groundswell Forrester’s Consumer
Technology tool to determine how these users are participating in social media. Our results revealed that
these users are mostly joiners and spectators, hence they are not necessarily creating content but taking it
in (Forrester, 2012).
After determined what type of activities these users take part in, we used COBRA typologies to
determine the level of motivation they have and how these potential users may interact on social media.
Since we determined that our target audience consists of joiners and spectators, classifying them into
COBRA shows that they are mostly consumers. In the world of social media, consumers generally have
low engagement, therefore you cannot expect them to contribute or create often. These users are mostly
looking to gain knew knowledge through information or to entertain themselves in their spare time
(Muntinga, 2011). Using this information, we have determined that our strategy needs to focus on
5. 4
providing users with a steady flow of information and entertainment, whether it be a blog about a new
product or a YouTube video to help them pass the time on their evening commute. At times, there will be
a call for engagement, but that will not be the main focus of this social media strategy as it will not
provide the greatest ROI for Four Star.
The Main Objectives
Four Star Flooring hopes to accomplish the following main objectives by investing in a social media
strategy:
1. Increased Brand Recognition
2. Increased Sales—especially in off-seasons
3. Promotion of products—especially green flooring
In order to make this plan more manageable, it is suggested that the sites be set up in intervals as opposed
to all at once. The first set of sites that should be established are WordPress, Facebook, StumbleUpon,
FourSquare, and Twitter. The next set of sites would be Pinterest and LinkedIn, followed by YouTube.
The Plan
Type of Site: Blogging
Site to Use: Wordpress at www.wordpress.com
Free to start (customize later inexpensively)
High traffic
Great reputation
Timing:
6. 5
When blogging for a company such as Four Star Flooring, one must make a decision based on the time
that they have to invest in a blog. Since Four Star is a small company with little staff, we would calculate
starting with 1 to 2 blogs per week then growing to 3 to 4 in due time. The vital strategy when starting
with a low amount of blogs would be quality and consistency when posting the blogs.
Specific days such as Monday and Thursday will help your audience to anticipate your
company’s blogs.
It’s not the amount of content but the quality that attracts the reader.
The smaller amount of posts the longer posts should be, perhaps 1,000+ words.
Posting once or twice a week lets the blogger write in-depth, carefully constructed posts that are
more likely to get links and tweets.
I once surveyed readers here on ProBlogger about the reasons they unsubscribed from RSS feeds, and the
number one answer was “posting too much.” Respondents expressed that they developed “burnout” and
would unsubscribe if a blog became too “noisy.” —Darren Rowse,
You MUST Post Every Day on Your Blog [Misconceptions New Bloggers Have #2]
Types of Posts: The types of post that would be popular to attract Four Star Flooring’s information
seeking target audience would be:
New products-Green Product Line (Eco-friendly)
Design tips
Trade secrets like how to fix common problems with ones flooring/carpet/tile etc.
Sales & Promotions
Tools to Use: Wordpress can be linked to Four Star Flooring’s other accounts such as Twitter, LinkedIn,
Facebook, their Website, etc. There are many Tools on Wordpress that could be of value to Four Star:
Design Themes
SEO Plugins
Analytics
Event Planning
Bookings
Form Builders & Pricing Table
Anti-Splogs
Open-Street Map with Leaflet Maps
Marker
Short Term Objectives: First 6 months
1. Increase Brand Recognition
Add RSS button for optimization of blog
Use analytics that let you measure companies ROI and to figure out which blogs have the
most traffic
Improve content and optimize Wordpress through SEO
2. Increase Search Engine Optimization
The blog will help to increase content out there for Four Star Flooring which will in turn
help with SEO
Keywords specific to Four Star Flooring will be used with links to website
7. 6
Goals:
6 months- 2 to 3 blogs a week with increased traffic on website. 50-100 blog views a week
and a boost in search engine rankings. Some comments and interaction with readers is
present.
1 year- 4 blogs per week increase traffic by 30% and make it to the first page of search
engines. Comments and interaction with a goal of 50 comments per month.
2 years- 4 or less blogs per week. New content video, pictures, etc. Increase traffic by
additional 30% and interaction with fellow bloggers and followers becomes a focus with a
goal of 100+ comments/interactions per month.
Key Metrics:
1. Social Media Metrics Plugin
Raw Author Contribution
Gives average number of posts per month
Gives average number of words per post
Conversation Rate
Gives average number of comments per post without your own comments
Gives average number of words used in comments to posts
2. Google Analytics for WordPress
Logged in Users
Author Name
Tracks page views per author
Single Category
All Categories
Track multiple categories per post
Tags
Track all tags for each post
Publication year
See what’s doing good and bad, more specifically whether your old posts are still
getting traffic.
Post type
Allows one to track how many page views each post type got.
8. 7
Type of Site: Social Networking
Site to Use: Facebook linked to Four Star Floorings website address @ www.4starflooring.com via
facebook.com
Free
High traffic
1 billion users and growing
1 in every 13 people on earth have a account
Over 250 million people log onto Facebook everyday
48% of 18-34 year olds check Facebook
35+ demographic is growing rapidly, now at 30%
700 Billion minutes a month are spent on Facebook
Posting is different for companies than for regular users of the site. The recommended average of posting
should be once a day for a brand or company, with the exception of when there are announcements or
promotions (2-3 posts are okay in this case). Weekends and off-peak hours from 2pm to 5am are the times
to post as these times receive the highest interaction rates. Thursdays have the highest number of postings
during the week and the lowest interaction rate. A high number of postings results in lower interaction
rates and posting in off-peak hours means you’ll gain more interaction from fans.
Remember: similar to blogging an audience/consumer can develop “burnout” or they may filter-out your
posts if you are posting too much.
Types of Posts: The types of post that would be popular to attract an audience would be:
Video
Links
Polls
Promotions
Photosharing
Note: Number one Facebook engagement methodology would be Photosharing
9. 8
Tools to Use: Facebook can be linked to the Four Star Floorings other accounts such as Twitter,
LinkedIn, Wordpress, Instagram, Pinterest, FourSquare, Website and etc. There are many Tools on
Facebook:
Design Theme Backdrops
Social Page Builder
ShortStack
Pagemodo
SEO Plugins
Analytics
“Like” Button
“Pin It!” Button
Involver
Friend2Friend
Video and Photo Sharing
Geolocation
Add Chats and Polls
Blog Links
Add Contests/Promotions
Add Tabs
Short Term Objectives: First 6 months
1. Increase Brand Recognition
Add RSS button for Optimization of Facebook
Use Analytics lets you measure companies ROI and to figure out which blogs have the
most traffic
Improve content and optimize Facebook through SEO
2. Increase Engagement
Call-to-Action
Sharing Links
Reposts
Photosharing
Increase “Likes”
Polls
“Pins”
10. 9
Goals:
6 months- 2 to 3 post per week with increased traffic on Facebook and
www.4starflooring.com. A goal of 100 plus “Likes” on Facebook is desired.
1 year- 2 to 3 post a week per week increase traffic on Facebook and www.4starflooring.com
and other sites like Wordpress, Twitter, LinkedIn, Instagram, Pinterest, etc. Start integrating
polls to increase engagement further, comments and discussion is a goal at this point. 500-
1000 plus “Likes” on Facebook.
2 years- 4 or less post per week. New content video, pictures, etc. Increase traffic,
optimization of RSS, and increase SEO. Generate conversation with avid followers and
increase interaction by 20%. At this point the page should ideally be at 1000-5,000 plus
“Likes” on Facebook.
Key Metrics
1. Socialbakers Engagement Analytics PRO for Facebook
Fan Growth
Determine the past content that most positively affected fan growth
Analyze fan growth rates by days of the week and times of the day
Monitor competitor’s fan growth
Social Interactions
Engagement Rates
What type of content your fans find most engaging
The time of day and day of the week that your target audience is most engaged
Reports on the number of People Talking About your product
Engagement rates of your competitors
Question Response Rate
Industry Benchmarking
Compare your company’s performance to industry and region
Help set realistic goals for what your brand would like to achieve with social media
Clearly see where your social media efforts are underperforming or outperforming
Become aware and adapt to industry changes in social media
Maximize effectiveness by customizing your content to your industry and region
Post Response Rate
Monitor Response Time
Determine Key Influencers
2. Google Analytics for Facebook-Social Interaction Tracking
Track Social Media Buttons
“Likes”
Comments
“Shares”
Tags
Post/Repost
Pins
Tweets
Find where audience is going by tracking outbound links
Get Real Time Statistics
Create Custom Campaign URLs to Track the Effectiveness of Link Building Campaigns
11. 10
Type of Site: Social Bookmarking
Site to Use: StumbleUpon
Why an effective social media tool: Consumers will be able to ‘Stumble’ web pages that correlate to their
likes, write reviews, and share their discoveries with their followers.
When a ‘stumble’ is liked, it is recommended to the StumbleUpon network. If it receives good ratings
from other Stumblers, then people who express an interest in the topic in which your page is categorized
under, will ‘stumble’ across the page more often.
Tips: Personalize page, join communities relating to Four Star Flooring’s interests and business, befriend
people with similar interests, Stumble other companies as well, and label and tag submitted pages
appropriately.
Timing:
Initial: Submit website URLs of all main pages on website (i.e. homepage, more for home
page, promotions page, services page) at the time of signing up for the site, as well as any
photos or videos that wish to be added.
From then on, post URLs to StumbleUpon when a new site, photo, video, etc is added.
Tools to Use: StumbleUpon website, StumbleUpon toolbar
Objectives and Goals-
1. Increase web traffic to Four Star Flooring’s website, specific photos, videos, etc.
2. Increase brand awareness
3. Increase SEO
Key Metrics
1. Google Analytics
a. Measures number of visits, visits via social referral, assisted social conversion, measure
how consumers lead to direct conversions.
2. StumbleUpon site
a. Number of Views, reviews, shares, likes versus dislikes, times added to lists
12. 11
Type of Site: Geo-tagging
Site to Use: Foursquare
Free
Used by 25 million people and 1 million businesses and growing
Attracts and builds relationships with customers and fans as they “check-in” at your business.
Timing: 2 consistent specials per week
Types of Posts: The types of posts relevant to Foursquare are specials that are offered to users who
check-in at a business. Four Star Flooring, for instance could offer 20% off a carpet installation for every
fifth time a customer checks in. Or on a slow weekday, for instance, Four Star Flooring may offer 50%
off a doormat to customers who check in on Tuesdays.
Tools to Use:
Foursquare Updates: people who have checked in to or looked at a business page can see updates
on their phone—without subscription.
o News about an upcoming event or special flooring offer
o Seasonal updates to announce new flooring items with special clearance deals.
Foursquare Specials: attract new customers or reward loyal ones by offering them incentives to
visit Four Star Flooring
Short Term Objectives (6 months)-
1. Increase in-store traffic
2. Increase brand awareness
Goals
6 months- 50 check-ins after 6 months
1 year- check-ins after 1 year
2 years- 200 check-ins after 2 years
Key Metrics (i.e. number of followers, page likes, etc.)
Foursquare analytics:
Measures how many check-ins you’re getting each week, and how many of those are being
shared on various social media sites
Determines the mayor of the business (person who visits the most)
Keep track of recent tips, photos, etc.
13. 12
Type of Site: Online Social Networking Service and Microblogging Service
Site to Use: Twitter at www.twitter.com
Free
High traffic
100 million active users every month and receives 400 million visitors a month
50 million users every day
200 million registered users
Gets 300,000 new visitors every day
Twitter has set a new record for tweets per second of 8,900 (TPS)
26% of twitter users are 18-29 years old
Users spend 21 minutes monthly on Twitter
Timing:
Every day, millions of people turn to Twitter to connect to their interests, to share information, and find
out what's happening in the world right now. Anyone can read, write and share messages of up to 140
characters on Twitter. These messages, or Tweets, are available to anyone interested in reading them,
whether logged in or not. Your followers receive every one of your messages in their timeline - a feed of
all the accounts they have subscribed to or followed on Twitter. This unique combination of open, public,
and unfiltered Tweets delivered in a simple, standardized 140-character unit, allows Twitter users to share
and discover what’s happening on any device in real time. Four Star Flooring needs to implement a
strategy that will create a consumer base for the company. Timing is very essential when your business is
on Twitter. The key to tweeting is space. Spread out your tweets; don’t put up a million at once. It is ideal
to post 1 to 4 tweets per day; this way consumers and followers are not heckled with so much
information. The best time to tweet is around noon when people are on lunch break or at 5pm because that
is when most professionals are settling out of the office. Four Star should tweet during the middle of the
week and weekends; professionals are more likely to see the tweets and are able to engage.
Types of Posts: The types of post that would be popular to attract an audience would be:
Tweet products and services (Eco-
friendly)
Be entertaining (sound human)
Validate expertise
Keep it under 70 characters
Promote deals and events
Pictures of products and services
Links to testimonials
Call-to-Action (please retweet)
Post with etiquette
Dedicated hashtag
Tools to Use: Twitter can be linked to Four Star Floorings other accounts such as Facebook, LinkedIn,
Four Star website and WordPress. There are many tools on Twitter:
TweetDeck
Twepe
HootSuite
SocialOomph
TweetAdder
Buffer
14. 13
TwitterCounter
Tweriod
StrawberryJ.AM
SEO Plugins
Design Themes
Analytics
Short Term Objectives: First 6 months
1. Increase Brand Recognition
Keep Four Star on Public Timeline
Post tweet updates regularly
Improve content and optimize Twitter through SEO
Add TwitterCounter to measure Four Star’s ROI and figure out the followers and visitors
2. Increase Engagement
Implement Twepe to generate updates of Four Star’s follower’s activity, including new and
lost followers and alerts of any mentions.
Call-to-Action
Create promotions and videos of products and services
Initiate conversation to target market of consumers and wait for response and thank them for
following
Use group feature to target main consumers needs and wants
Goals:
6 months- 1-2 tweets per hour with increased traffic on site. Obtain 75 to 100 followers with
interaction of product and services available. Have content that can connect to target market.
1 year- 2-3 tweets per hour promoting products and services. Tweet to fellow followers and
tweet to potential target market consumers. Obtain 100 to 200 followers due to asking
questions and listening to responses.
2 years- 2-4 tweets per hour promoting products, services, videos, retweets of others, relevant
links to Four Star Flooring. Have superb content management and SEO supervisor as well as
CRM. Obtain 200 to 300 followers due to giving recommendations to followers, answering
questions, promoting special deals and hosting events.
Key Metrics:
1. Socialbakers Engagement Analytics PRO for Twitter
Fan Growth
Determine the past content that most positively affected fan growth
Analyze fan growth rates by days of the week and times of the day
Monitor competitor’s fan growth
Social Interactions
Engagement Rates
What type of content your fans find most engaging
The time of day and day of the week that your target audience is most engaged
Reports on the number of People Talking About your product
Engagement rates of your competitors
Question Response Rate
Industry Benchmarking
Compare your company’s performance to industry and region
Help set realistic goals for what your brand would like to achieve with social media
Clearly see where your social media efforts are underperforming or outperforming
Become aware and adapt to industry changes in social media
Maximize effectiveness by customizing your content to your industry and region
Post Response Rate
15. 13
Competitive Analysis
Monitor Response Time
Key Influencers
2. Sprout Social Engagement Analytics
Dashboard
Easily track your influence and how well you engage your audience at the account
level.
Understand who your audience is with detailed audience demographics by network
so that you can craft your messages and interactions to better meet their needs and
expectations
Monitoring
With Sprout Social, you can see everything in a single stream. Your social media
inbox will combine messages and alerts, with the ability to filter by specific sources
to easily find the information you are looking for.
Sprout Social will sort through the clutter and deliver you the relevant content
surrounding your brand.
View the reach of each of your sent messages and get the details on clicks, responses
and retweets. Understand what messages resonate with your audience and get you the
most exposure.
Analytics
Get detailed information on followers, influence, engagement, clicks and more - all in
colorful, intuitive charts & graphs. Track the impact of your social media messages
for rapid feedback and guidance on your social media strategy and future campaigns.
Connect your Google Analytics account to Sprout Social and begin seeing how your
social media efforts are affecting the traffic to your website
Publishing
Quickly and easily post messages to all of your social networks and choose whether
to send now or schedule it for later. Sprout Social allows you to post messages on
Facebook, Twitter, and LinkedIn simultaneously from one easy-to-use message
composer.
Designed to maximize engagement with your social content, our send time
optimization technology, ViralPost, analyzes your audience to determine the optimal
times for you to deliver content based on usage and engagement patterns, content
velocity and other factors.
16. 14
Type of Site: Photo sharing
Site to Use: Pinterest
Timing:
Post on two days out of the week (Saturday morning and Wednesday) during the hours of 2pm to 4pm
and 8pm to 1am since most pinners are pinning from home after a long day of school, work, etc.
Types of Posts:
Images of products, photos of Four Star Flooring (interior and exterior), employees, visuals from blog
posts, videos, How-To board, customer testimonials, photos of client jobs. Since infographics are the
current ‘fad’, showing stats (whether it be the benefits of using SmartStrands over another type of carpet,
etc.) is a great way to capture the viewer’s attention. This works well with the target market that enjoys
taking information in, and delivering the information in a fun infographic would be most beneficial.
Do not just pin company posts, post non-industry related topics, as well. For example, since Four Star
Flooring is a local business, create a board dedicated to Manchester, NH. Comment on and re-pin other
pins from other users and companies to build credibility. Add links in comments (when deemed
appropriate) to increase fan base.
Tips:
o Pin own images, use target keywords in filenames and each pin description, pay attention
to image size (max image width size= 600px and max thumbnail view width=190px).
o Add a “Pin It” or “Follow Me on Pinterest” button to website to help customers find Four
Star Flooring’s Pinterest page.
o Use hashtags to promote and correlate with company’s other social media sites.
Tools to Use: ‘Pin It’ button on toolbar, Pinterest website,
Pinerly: allows you to mass-follow, unfollow, schedule pins, and view stats.
Short Term Objectives-
3. Increase brand recognition
4. Increase traffic to website
5. Increase SEO and ROI
6. Develop larger fan base (Invite people from business database, and through other social
media sites)
17. 15
Goals:
6 months- Develop seven boards with 20+ pins per board. Have a fan base of 30+ followers
and an increase in web traffic to Four Star Floorings website.
1 year- Maintain 14 boards, pinning 15+ times per week. Have a fan base of 75+ followers.
2 years- Maintain 28+ boards, pinning 10+ times per week. Have a fan base of 200+
followers.
Key Metrics
PinReach:
o Measures number of repins, likes, comments, trending pins with percentages, assigns
scores to accounts, etc.
Hubspot Marketing Analytics
o Which marketing campaigns generated the most sales
o Track competitors
See how your competitors are faring in search, social media and lead generation.
It's easy to enter competitors, and the analysis is nearly instantaneous.
o See which channels drive your best traffic and leads
Social media measurement
Understand how social media is driving leads.
Organic vs. Paid
See how much of your search traffic can be attributed to search engine
optimization, and how much you're paying for.
Buyers vs. Browsers
See which channels brought in serious leads versus website visitors who
just came to look around.
o Show’s what the critical touch-points that led to conversions
Type of Site: Online Professional Networking
Site to Use: LinkedIn at www.linkedin.com
Free to start
High traffic
There are 175 million professionals worldwide who have connected with LinkedIn
since its official launch in May 2003.
Every second that number grows by two more memberships
In 2011, there were 4.2 billion "professionally-oriented searches" that number is set
to surge to 5.3 billion in 2012.
Standard user is male of 58% and female of 42%
68% of 25-54 year olds use LinkedIn
85 million visits on LinkedIn monthly
Users spend 36 minutes monthly on LinkedIn
Timing:
18. 16
Posting a job on LinkedIn is very similar to any other job website-adding details about the position, skills,
and requirements-where the site separates itself is with company profiles, allowing you to provide
potential candidates with a lot more information about your company and the people that work there. Four
Star Flooring implementing a company profile on LinkedIn, Four Star would be able to list information
about the company and its employees as well as an opportunity to find potential hires. The best time to
post content on LinkedIn is around noon or early evening. If Four Star post’s a status message or share’s a
link to their company website or related articles around noon, Four Star would be more likely to catch
business professionals on break. Early evening starting around 5-6p.m. is another great time to publish
content on LinkedIn, because you are catching users at the end of the work day. The best days to post are
Tuesday thru Thursday because professionals are mainly focused on work. Posting on off peak hours such
as Monday’s and Friday’s will result in lower interaction rates with potential hires because professionals
are just getting back in the grind or are already gone for the weekend. Four Star needs to post its content
to its target audience in order to receive comments on status updates or posted content. Targeting the right
potential hires will result in more business opportunity for Four Star.
Types of Posts: The types of post that would be popular to attract potential hires would be:
Company Profile
Job openings
Skill requirements
Photos
Links of portfolios
Promotions
Polls- Q&A
Status updates
Blogs and videos
Display/recommendation ads
Tools to Use: LinkedIn can be linked to the Four Star Floorings other accounts such as Twitter,
WordPress, SlideShare, products and services, and Four Star Flooring website. There are many tools on
LinkedIn for Four Star to use to generate potential hires/sales:
Update company profile
Groups/get involved
Notifications
Google RSS
Blog links
polls
Friend2Friend
Business2Business
Add tabs
Lead builder tool
Share/follow button
CRM organizer
InMail
Call- to- Action
SEO Plugin
Endorsements
Short Term Objectives: First 6 months
1. Increase Brand Recognition
Add RSS feed
Use Analytics to help understand who your followers are, who is viewing your page,
and what content appeals to them.
Improve company profile with tabs and optimize LinkedIn through SEO
Create content to improve ROI
2. Increase Engagement
Call-to-Action
Build connections
Polls
Ask questions to target
audience
Give recommendations
Share articles and link
resources to page
Increase followers
Videos and display ads
Goals:
6 months- post relevant content regularly. Joined groups for connections and have potential new
hires. Announce deals, promotions and ongoing specials to create a customer base and future
clientele. Have 50 shares on LinkedIn through connections. Have question and answers with
target audience.
19. 17
1 year- post company regularly with increased traffic on LinkedIn and www.4starflooring.com
implement resources such as slideshare, wordpress, videos, advertisements to increase
engagement. Have 100 shares and engaging questions and answers regularly with consumers.
Generated a loyal consumer base.
2 years- post content regularly and share links with your connections and give helpful tips to
fellow group members and followers. Automate Twitter updates to LinkedIn statuses to generate
more engagement. Build in RSS feeder with blogs and testimonials of product and services.
Invite followers to events. Have 300+shares with specific target market. Acquire 10 employees
or more.
Key Metrics
1. Google Analytics connected with LinkedIn Administrator
Quantitative:
Total Connections
New Connections
LinkedIn Profile News
LinkedIn Search Results
Four Star Followers
Industry and Location Representation
Qualitative:
Inbox Activity and Sentiment
Requests for Business
LinkedIn Signal Keyword Mentions
Likes and Comments on Updates
Group Growth and Interaction
Recommendations
Type of Site: Video Sharing
Site to Use: Youtube at www.youtube.com
Other than your initial time investment, YouTube is free
Has the potential to go viral with success, leading to high traffic
Video is SEO friendly
Many people would rather learn about something by seeing it rather than by reading
about it.
Timing: Unless they are for lecture purposes, Video’s for most businesses, including Four Star Flooring
should be short and to the point. Not many people want to sit there and watch something that goes on for
five minutes. Between 30-45 seconds is ideal as attention span of YouTube users is very low. As soon as
Four Star Flooring makes a Video, the company should share it everywhere as soon as possible. Places to
share the video include:
All social media sites (i.e.
Twitter, Facebook, LinkedIn)
Personal networks
Company blog
20. 18
E-newsletter
Types of Posts: The type of content that should be posted in order to attract target audience for Four Star
Flooring is shocking and humorous but educational at the same time.
New product lines such as “green” or eco-friendly bamboo flooring
“Slice of life” promotion such as carpet spills or warped flooring
Flooring design slideshows with catchy music
Tools to Use: There are several useful tools that which are embedded in YouTube that can be of great
assistance to Four Star Flooring:
Linking video’s to company’s social media sites
Annotations within video can be used for a specific call to action.
YouTube trends for company’s niche to the trending video’s
Video commenting
Video likes
Analytics (how many people have viewed, shared, liked, commented on, or embedded
your video)
AdWords Keywords
Short Term Objectives: Within the first 6 months…
7. Increase Four Star’s Brand Recognition
Ask viewers to share the video with their friends and followers on Facebook and Twitter
by clicking on the “share” tab below the video.
Enter a title for the YouTube channel so that keywords will match to increase Search
Engine Optimization (SEO)
8. Increase Social Media Presence
YouTube annotations will link to social media sites
Goals
6 months- 100-150 video views on first video with some commenting activity
1 year- 1 video per month with between 150-200 video views per month with at least 10
shares and 75 likes
2 years- 2 videos per month with a developed “video subscriber clientele” of regulars who
enjoy Four Star’s video’s and a viral presence on YouTube with 100+ comments and likes
per month.
Key Metrics (i.e. number of followers, page likes, etc.)
YouTube Discovery
a. Shows you how people are finding the videos
–YouTube Demographics
Measures the age and gender of viewers
Age range of viewers
YouTube Insight
Measure’s the Viewers’ Attention
Measure’s subscribers
The Campaigns
1. Facebook/ Twitter Campaign
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One of the draws to shopping with Four Star Flooring is that they carry “green” flooring. In order
to spread the word about these awesome products, Four Star Flooring can create a campaign to be used on
Facebook and Twitter. Through sponsored posts, Facebook Ads, hashtags, and in store
flyers/promotional pieces for current customers, Four Star Flooring will communicate that for every new
like or follow they get, they will donate $1 to the World Wildlife Foundation to help animals facing
extinction because of world climate change. Throughout this campaign, posts about the benefits of green
flooring, facts about climate change, ways users can help to stop climate change, deals on green flooring,
before & after green flooring installation photos, etc. will be shared throughout their social media sites.
Although this campaign focuses on Twitter and Facebook, by providing links to the other sites, especially
as apps on Facebook, Four Star will be promoting their presence on other social media platforms.
This campaign is ideal for Four Star Flooring’s target audience as it allows them to consume
information with asking for little contribution or creation. Since the target audience we are after prefers
to sit back and take in the information, this campaign would not only increase social media presence, but
also brand and product recognition for Four Star Flooring.
2. Pinterest Campaign
The Facebook campaign can also be integrated with the Pinterest campaign. On Four Star
Flooring’s Facebook, a tab can be created on the fanpage that links with their Pinterest account. The
Pinterest campaign is great for the company’s target market since they are information absorbers. Pin
boards ranging from products and services, the company and staff, company creations, customer
testimonials, etc., will be blended together with other boards that are non-industry related. A kitchen-
flooring board could have a board that is dedicated to favorite recipes, and as a local, small business, a
board dedicated to Manchester, NH will be displayed. Infographics will capture the eye of the target
market that enjoys gathering information in a fun, quick and easy way.
Like the Facebook campaign, a board will be created titled ‘Wildlife, We Support’ and will help
draw more attention to the foundation, and the Facebook campaign. Pins that utilize infographics of
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climate change, images of green flooring, images Four Star Flooring employees installing green flooring,
and visuals of and about the Foundation will all be posted. For every like of a pin that Four Star Floorings
posts related to the World Wildlife Foundation, $1 would be donated to the Foundation.
Boards that are both industry, and non-industry related will bring credibility to Pinners who are
viewing Four Star Flooring’s Pinterest. Links, videos, hashtags, etc. will also be utilized to help create a
unity between all Four Star Flooring’s social media sites and online presence. As information absorbers,
the target market for the company will appreciate Pinterest’s visual appeal as well as the information
gained by the captions, comments, and click-through links that will be offered.
