Davron Staffing, Inc.

Jayme Byrd26 February 2017

Table of Contents:Executive Summary………………………………………………............ 3

Social Media Audit……………………………………………………….. 4

Social Media Objectives………………………………………………… 5

Online Brand Persona and Voice……………………………………… 7

Strategies and Tools……………………………………………………….11

Timing and Key Dates……………………………………………………. 12

Social Media Roles and Responsibilities……………………………… 14

Social Media Policy………………………………………………............ 15

Critical Response Plan…………………………………………………… 16

Measurement and Reporting Results…………………………............ 17

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Executive SummaryDavron Staffing, Inc. is a technical recruiting firm that specializes in matching our talented engineering, architectural, and construction professionals to rewarding career opportunities.Davron is currently a small, local business located in Land O Lakes, Florida. Although our team consists (currently) of 13 employees, my goal is to make the Davron name well-known; as well-known as ManPower, Aerotek, and KForce COMBINED. At Davron, we believe we are a force to be reckoned with, as we have an extremely diverse and talented team of individuals. Our company culture is unlike any other, and we thrive off of the success of our fellow colleagues. Davron is like a family, and we want to make our clients and candidates feel as special as we do to be a part of this company’s efforts. In order to make Davron a house-hold name for all engineering, architectural, and construction companies and candidates, we have to increase our social media presence. So far, Davron’s Head of Marketing/Business Development/Company Event Planner/Contract Negotiator/the-greatest-partner-anyone-could-ask-for and I have increase Davron’s presence on social media significantly, but we’re not sure how much…My goals for Davron’s social media strategy will include:

Conducting monthly audits of all social accountso LinkedIn, Facebook, Twitter, Instagram

Obtain at least four job orders per month just from social media Create weekly original images to post on all accounts Create one original blog post bi-weekly Use Buffer to schedule tweets and posts on Facebook for all holidays Complete editorial calendar for the year

o Focus on all architectural/engineering/construction national recognition day

Increase philanthropy, especially during holidayso Plan at least two months in advance

Document all Davron eventso I.e. Upcoming deep-sea fishing trip – as a treat for our “hard work”o Will also promote local business, which may lead to them promoting us

– speak to captain of boat and owner of company for referrals

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Social Media AuditI created my own social media audit for 2017. I have provided it below:

Our most important outlets for information are, first, LinkedIn, and second, Facebook. In December, it seemed like increasing our followers to 1,000 in December was an unattainable goal, but now, I’m going to take a guess and say we surpass it. Our goal will be to reach 1,500 followers by the end of June. Everything that we post to LinkedIn gets posted to Facebook. Our Facebook, Twitter, and Instagram content are different than our LinkedIn posts. We like to show our company culture on those platforms, whereas for LinkedIn, we know it’s best to keep that platform professional.As for the Social Media “Assessment” mentioned in the spreadsheet template, Davron’s up-to-date assessment is as follows:

Social Network

URL Follower

Count

Avg. Weekly Activity

Ave. Engagemen

t rateFacebook https://www.facebook.com/DavronStaffing 228 4 39LinkedIn https://www.linkedin.com/company/davron-

staffing969 5 32

Twitter https://twitter.com/DavronStaffing 348 25 6Instagra

mhttps://www.instagram.com/davronstaffing 44 2 10

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Social Media ObjectivesSpecific:Measurable:Attainable:Realistic:Time-bound:Quantitative KPIs

Increase following on LinkedIn each quarter by 25% Increase Function Follower demographic for Architecture and Construction

industriesQualitative KPIs

Increase amount of local philanthropy by the end of the yearLinkedIn Demographics

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Online Brand Persona and VoiceAdjectives that describe Davron:

Casual Family-friendly Understanding Compassionate Empathetic Comedic Loyal

Examples of Davron on Social Media:

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Strategies and ToolsPaid Strategies:1) Facebook ads2) LinkedIn SponsoredOwned Strategies:1) Davron Website2) Davron WordpressEarned Strategies:1) Google Reviews2) Obtaining testimonials from clients and candidatesExisting Subscriptions/Licenses:BufferZoomInfoCareerShift

CareerBuilderMonsterIrena Webinar

LinkedIn1PointMicrosoft Office 365

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Key Dates and TimingKey dates:

February 2 – Groundhog Day February 14 – Valentine’s Day February 19-February 25 – National Engineers Week March 3 – National Employee Appreciation Day April – National Landscape Architecture Month April 1 – April Fools’ Day (Davron is full of pranksters) April 14 – Last Friday before Easter (cute egg, bunny/family post on FB) April 22 – National Earth Day (support Davron’s environmental candidates &

companies) April 26 – Administrative Professionals Day (post pics of gifts given to

operations manager and sales & marketing assistant) May 5 – Cinco De Mayo (office will dress up) June 21 – Summer begins June 30 – Social Media Day #SMDay July 4 – Independence Day USA USA USA August 26 – National Dog Day (Employees bring dogs to work) September 11 – Anniversary of 9/11 October – Breast Cancer Awareness month (turn Davron logo pink for the

month) October 2 – World Architecture Day October 4 – National Taco Day (Capital Taco affiliates) October 16 – National Boss’s Day October 31 – Halloween (office dresses up and brings goodies) November – No shave November for the boys (take before and after photo) November 8 – National STEM/STEAM Day (donate supplies to local STEM

schools) November 23 – Thanksgiving December 7 – Pearl Harbor Anniversary December 21 – Winter Begins December 24/25 – Christmas (Christmas social media posts, secret santa

photos, and other Davron festive activities) December 31 – New Years’ Eve

Internal Events: All employees’ birthdays – Heather and I always decorate the birthday

person’s desks, pick out gifts for them that match their likes/dislikes, and send a birthday card around the office so that everyone can secretly sign it. We always post these events on Instagram.

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Uncle Jimmy Days – Uncle Jimmy is our Operations Manager’s, Leah, uncle. He specializes in self-defense and comes by our office to teach us some cool moves for an hour or so.

Deep-sea Fishing – Davron’s president, David, is treating us all to a deep-sea fishing trip on March 3rd. He’s calling it a “team-building exercise”, but in reality, he just really loves fishing and his Davron family.

Paid-lunch Thursday – Everything week that Davron has a candidate starting at a company, our president buys lunch from a local restaurant. It’s different every week. (Also used as an incentive to get more closes, so it’ll be good motivation to post for the recruiters to see.)

Employee anniversaries – Celebrate when an employee has been with Davron a year, then the next year, and the next…

Davron’s anniversary – Davron opened its doors in 1997. This year is the 20th

year anniversary. We will run marketing campaigns during the month of July, which is the month the company began operating.

Anniversary of our new office – We moved into our new office, which is the second official Davron office since David was running the business out of his home. We moved into the office the last week of April and beginning of May.

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Social Media Roles & Responsibilities Social Media Director: Leah StevensResponsibilities: Ensuring all content is appropriate

Ensuring all pages are working properlyEnsuring passwords are protectedEnsuring accounts are under control of DavronChanging passwords as necessaryAllowing access to accounts to selected employeesCompletely responsible for Davron’s website

Social Media Manager: Heather GuidaResponsibilities: Primarily runs Davron’s Facebook page

Spreads awareness on LinkedIn about Davron’s servicesEnsuring original content is shared over each accountCreates original images for Davron eventsPromotes Davron’s job postings on LinkedInTo maintain #1 most searched Davron employee on

LinkedinJoin live Twitter Chats to increase engagement and brand awareness

Connect with potential clients and candidates via LinkedInSharing photos of Davron philanthropy efforts

Social Media Coordinator: Jayme ByrdResponsibilities: Creates original articles regarding job searches

Shares content via LinkedIn, Twitter, and FacebookCreates original images using Canva and other photo editorsMaintains current knowledge of where to obtain stock imagesEnsures proper grammar/language across all social platformsJoin live Twitter Chats to increase engagement and brand awarenessConnect with potential clients and candidates via LinkedInCraft written summaries of Davron philanthropy effortsCreating captains for social media posts

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Social Media PolicyTo be determined…

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Critical Response PlanIn case of angry client, bad google review, ticked-off candidate, follow this step:

Call Leah!Leah is excellent at keeping Davron’s professional tone during the unfortunate event that we need to act against negativity from a client, candidate, or ex-employee. Leah has this handled. If anyone in the company were to see something that affected Davron in a negative way, Leah would be the first one to call and would handle it immediately.

Davron is very lucky to have Leah Stevens.

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Measurement & Reporting ResultsI understand that this part of the assignment is to explain the numerical data of Davron’s social data and website traffic. I’m actually going to use it for something else.Unfortunately, I don’t have access to the website traffic data, but I know for a fact that it has increased significantly since Heather and I have been creating content to share to social media. We have been very successful these past few months spreading brand awareness for Davron. This has become one of our main goals, and we are setting quarterly goals, which so far, we are very close to exceeding with still an entire month left of data.Davron hasn’t been huge into social media until just recently. I began working with them in December of 2015, and I had only worked a desk job previously for two months. They taught me everything I know about marketing and business development. We have been dipping our toes into the social media waters, and I’d say we’re doing a great job so far. This class has taught me so much that I can bring back to work with them.No, I can’t answer some of the information for this project, but that’s because I want to create a real social media strategy with Heather, Leah, and David. This is something that needs to discussed between all of us. And also, I haven’t completed this course yet. I still have so much to learn. Every bit of useful information that I have learned in this course, I have brought with me to Davron and shared it with the management team. I want to do everything right by them, and I want to impress them and bring the company success. They are like family to me.As soon as this course is done, I plan on creating a practically flawless social media strategy that’s going to put Davron on the map. When an engineer, architect, or construction professional needs a job, the first word that comes to their mind will be “Davron”. We have a really good thing going at Davron. This class is helping, and I want to thank you for that, but currently, I don’t have the tools or the knowledge to create exactly what I want for this company’s future. It’s coming though, and I have you to thank, Professor Buyer.

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