Caitlin Cheevers, Applied Imaging’s social media guru.
When Caitlin Cheevers joined Applied Imaging in Grand Rapids, MI as marketing manager last July after graduating from Central Michigan University in May, the dealership was struggling to figure out how to best integrate social media into its marketing efforts.
It’s not that Applied was blowing off social media. They had a Facebook page, but they needed a dedicated person to manage the dealerships social media initiatives and develop strategies to better leverage it. Prior to Cheevers, that responsibility was the domain of Casey and Kyle Lowery, the sons of Applied’s owner John Lowery. The two were busy enough already and social media was a task often neglected because there were higher priorities on their to-do lists.
Although Cheevers has plenty of other responsibilities besides social media, she’s been able to carve out the necessary time and is achieving results. Last July Applied Imaging had 200 Facebook ‘Likes.’ Today, it has more than 400 thanks to Cheever’s efforts. Meanwhile she’s working on strategies to raise that number along with expanding Applied’s social media initiatives onto Twitter and Linkedin.
Cheevers’ asset is her youth and plenty of self confidence along with a background in journalism, public relations, and marketing. “I’m young which means I’m pretty good at social media,” she says.
Applied also received a boost to its social media efforts when they were approached by Ricoh to test out Ricoh’s beta feed. From that feed Applied receives Ricoh-related Tweets, Facebook posts, and Linkedin posts and can choose what they’d like to post that would be of interest to their customers and then Ricoh automatically posts them for Applied.
“We can then track if people are clicking through to those and find out where this info is coming from and where they’re hearing about Applied,” adds Cheevers.
She’s found this social media option particularly helpful, especially for those times when she’s focused on marketing projects not related to social media. “I know that it’s being taken care of whenever social media is a back burner item for me,” notes Cheevers.
While doubling Facebook “Likes” to more than 400 from 200 doesn’t sound like a big jump, it’s a step in the right direction. One important change Cheevers made to the Applied’s Facebook posts was making them less employee oriented. Now one sees fewer posts and images related to internal events and culture even though that’s not bad to include from time to time as it puts a face on the company. However, what was happening was for most of those Facebook posts the majority of ‘Likes’ were coming from Applied’s employees rather than clients.
Now you’ll find more how-to type posts as well as promotions for various services offered by Applied. “Before there was nothing that promoted the different things we do that would be helpful to clients,” explains Cheevers.
You’ll also find posts about the various awards Applied has received even if some of those are employee oriented. But that’s okay. “It helps our credibility by showing customers we’re good at what we do,” states Cheevers.
Internships during her college years were helpful in educating Cheevers about different strategies for raising the number of Facebook ‘Likes’. Giveaways and promotions are often helpful and one of the more successful promotions of late was a giveaway for tickets to a Detroit Red Wings game.
The promotion ran for four weeks and included e-mail blasts to clients informing them that if they ‘Like” Applied on Facebook they’d be entered into the contest. And if they shared the post with their friends and their friends subsequently shared it, they received an additional entry.
“It helps when a client sees it, signs up and shares, then people who work for other businesses see it and learn about Applied,” notes Cheevers.
One thing she’s learned about social media is that not every social media site or application is appropriate for everyone. “I know from my experience that Pinterest it’s not a social media site we’d benefit from because the people on Pinterest aren’t looking for a copier or printer,” acknowledges Cheevers. “That’s the biggest part of being on social media that I’ve been able to transition over to the B2B side. Knowing what social media sites can actually work for B2B.”
Now that Applied’s Facebook ‘Likes” are growing, Cheevers is focusing on future initiatives. Monthly meetings with Applied’s social media team, which consists of employees from different departments in the company, provides her with fresh perspectives.
“Having people from different departments—sales, service, parts & supplies, customer loyalty center—they know all the different parts of the business collectively and can come up with some really great ideas,” says Cheevers.
And when she’s out of the office or away on vacation, social media team members handle the social media posts.
Cheevers has been fortunate in that management and co-workers have been supportive even if they don’t totally get this social media thing or are concerned that these social media initiatives might interfere with their existing job duties. “I explain that people can help me with blog posts outside of the meeting if they want to, but it’s by no means required. I’m just looking for the social media team at first to provide brainstorming.”
Time is of the essence when plotting and implementing social media strategies. Cheevers has a difficult time pinpointing exactly how much time she actually spends on social media mostly because she always keeps her Facebook and Twitter accounts open. She estimates about an hour a day or five hours a week. By keeping those accounts open she receives a notification whenever somebody interacts with Applied on social media, allowing her to respond immediately. She also receives notifications on her phone so even if it’s after hours or on the weekend she can respond.
In the age of social media, that’s time well spent.
