PROPANE RESOURCES Social Media Assessment WHO IS PROPANE

PROPANE RESOURCES Social Media Assessment

WHO IS PROPANE RESOURCES? Propane Resources assists propane retailers with any needs ranging from supply risk management, business valuations, marketing, transportation solutions and anything in between. They are your business partner!

EXECUTIVE SUMMARY Social Media Strategy v Grow target audience v Facilitate audience engagement using content with sentiment v Post shareable content v Post content showing company culture v Encourage employees to follow and share your posts v Use Geo tagging to target your audience v Begin using a four week calendar to manage postings

FACEBOOK BY THE NUMBERS

TWITTER BY THE NUMBERS

TWITTER BY THE NUMBERS CONTINUED

LINKEDIN BY THE NUMBERS

DEMOGRAPHICS Audience Makeup 18 16 14 12 10 8 6 4 2 0 18 -24 25 -34 Male 35 -44 Female 45 -54

THE COMPETITION Consistently posts content daily. Engages well with their audience Using company culture for content.

KEY PERFORMANCE INDICATORS Increase Followers & Likes 15% Increase Newsletter Sign-ups 15% Focus on a new campaign that utilizes shareable content v Series using the SUPER Kids v Begin using company culture to your advantage v Curate content v Find ways to engage

THE PROPANE BRAND Utlilize #hastags #Clean. Energy #Exceptional. Energy #Clean. Green. Fuel #Clean. American. Fuel #Propane. Safety #Grill. Time #Tailgating

STRATEGIES TO SUPPORT SOCIAL MEDIA v Campaign through Facebook and Twitter Ads. v Amplify your Facebook, Twitter and Instagram accounts. v Share blog post from influencers in your industry. v Utilize Mail. Chimp for newsletter signups. v Try the Scoop. It App and Vimeo for sharable content.

KEY DATES Retail: Sept-October First Fills Sept-October Budget Pay Program April Pre-Buy for next Winter Internal: May Western Propane Gas Association Convention June Mid State Propane Gas Association Convention

SOCIAL MEDIA DUTIES Social Media Director: Tammy Day Responsible for approving all campaigns and posts. Social Media Manager: Tammy Day & Matt Sullivan Responsible for developing content and campaigns. Social Media Coordinator: Matt Sullivan Responsible for updates and upkeep. Maintain a four week calendar.

SOCIAL MEDIA POLICY v Employees to freely disclose their affiliation with the company granted that disclaimers are set freeing the company from any intellectual investment in the post. v Dishonorable content such as racial, ethnic, sexual, religious, and physical disability slurs are not tolerated. v Employees are not allowed to disclose information that are financial, operational and legal in nature, as well as any information that pertains to clients and customers.

CRITICAL RESPONSE PLAN In Case of Propane Explosion: Tammy Day responds with Propane Resources is taking every action within their capabilities to attend to the needs of the community affected. Please check our website propaneresources. com for updates. In Case of rogue employee: Tammy Day responds with Propane Resources is apologizes if anyone has been offended by our employee. Their post does not reflect the views of Propane Resources.

POSTS AND CAMPAIGN

R OI

FINAL ASSESSMENT Although our content was only shared twice, it reached as many as 95. My suggestion is to follow through with the series with the super kids photos in various poses that will make them shareable. I also suggest to begin using a four week calendar to plan the posts. It should include the new #Transformation. Tuesdays with pictures of repurposed propane tanks. Find content to curate on the new Youtube Channel, try Vimeo as a source. Include of photos of your company culture to humanize the company, that will add shareable content as well. Add a stream to the Hootsuite account for your competition so that you are able to see what is working for them. Ask employees to follow each account and share any content. Use the geotagging feature to better pinpoint your audience. Overall, finding ways to engage with the audience is the key for success!