Social Playbook · R0BATO Media × Ten Point Roofing

The Ten Point Social Playbook

Everything social in one place: the weekly system that runs it, the seven engagement formats, and the topic shorts pulled from your article shoots. The job is simple, stop the scroll, prove Stephen knows roofs, and turn views into booked inspections.

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The two engines
The articles are the search engine. These are the trust engine. One gets you found, the other makes people call. You want both running.
Run it on a loop
Post 3 a week on the rotation in The System tab. Film once on the job, cut many. Every post ends in one word, comment ROOF, and the DM goes out on its own.
The rule
Hook in the first 2 seconds or they scroll. Every format below leads with the hook. Say it fast, say it on camera, then deliver.
The monthly system

The formats are what you post. This is how R0BATO runs them so they compound. Build a month of content in one batch off your saved-inspiration inbox, schedule it all ahead, and let the numbers pick next month's shot list. The tool is not the edge, the system around it is. Close that loop and it gets sharper every month.

◆ The monthly loop
1
Pull the ideas. Once a month, pull the saved reels tagged Ten Point from your Content Inbox (the live feed below). Those saves are the month's shot list.
2
Gather the footage. Stephen films the month's clips on jobs from the Shot Sheets (before, during, after), or you pull from footage already banked. One folder, raw is fine.
3
Produce the batch. R0BATO cuts about 12 posts in one sitting, writes the hooks and captions, and builds any graphics or before/after cards.
4
Schedule the month. Queue all 12 in Metricool, 3 a week on the rotation below, at the best local times. Then walk away.
5
Capture leads, 24/7. Every post ends with "comment ROOF." ManyChat auto-DMs the instant-estimate link. No manual DMing, it runs whether you're batching or not.
6
Review monthly. Log every post in Notion. Once a month you have enough posts to see a real pattern, and the winners shape next month's shot list. The loop closes and gets sharper.
◆ Your idea inbox, live from Notion
This is your intake. Each one is a reel from another account worth recreating for Ten Point, saved to your Notion Content Inbox and surfaced here automatically, no rebuild. The badge says who captures it: Stephen on camera, you grabbing it solo, or R0BATO builds it. Each month, pull from here to build the batch. The full saved set and shoot checklist lives on Shot Sheets, Short Form Social.
New saves appear here once you have items tagged Ten Point Roofing in the Content Inbox. Until then, work from the Shot Sheets set.
📅 The cadence, 3 a week, one month at a time
One lead-driver, one engagement play, one trust or showcase post each week. This grid is one month: produce all 12 in the batch, then schedule them ahead.
Lead-driver Engagement Trust / showcase
Week
Mon
Wed
Fri
1
Inspection POV
Spot the Problem
Time-Lapse
2
Levels of Damage
This or That
Reviews / testimonial
3
Inspection POV, new job
Would You Climb This
Before / After reveal
4
Levels of Damage, storm angle
Roofing Reactions
Meet Stephen / Our Work
▶ The lead engine, comment to DM
books jobs
This is the one step that turns views into booked inspections. Set it once, it runs on every post.
Instead of "link in bio" and hoping, every post asks for one word: ROOF. The moment someone comments it, ManyChat instantly DMs them your instant-estimate link and starts the conversation. A homeowner gets a ballpark number in minutes from their phone, no visit needed, which is a far easier yes than "book an appointment." You wake up to leads, not just likes.
1
Set the keyword to ROOF in ManyChat, the same word on every post so the audience learns it
2
Write the auto-DM once (draft below) and drop in the instant-estimate link
3
Turn on a comment reply too, so a public "check your DMs 📩" nudges everyone else to comment
4
End every caption and every video with the same ask: comment ROOF
The auto-DM, draft
"Hey, thanks for reaching out! Fastest way to see what your roof needs is our instant estimate, a ballpark number in a few minutes, right from your phone, no visit needed: tenpointroof.com/instant-estimate. Want us to come take a real look instead? We do free, honest inspections too, just reply here or call/text 570-212-9543. Talk soon, Stephen at Ten Point Roofing."
✍ The caption formula, every post
Hook
A problem or a bold before/after claim, in the first line. "This roof was three storms from caving in."
Value
2 to 3 short lines. What happened, or what to watch for.
Trust
One line of proof: GAF Master Elite, free honest inspections, local to the Poconos.
CTA
"Comment ROOF and we'll DM you an instant estimate, or book a free inspection."
📌 Stephen's rulebook, the standing rules
Voice
Straight-talking Poconos roofer. Confident, no fluff, talk to the homeowner like a neighbor standing next to you.
Always mention
Free, no-pressure inspections. GAF Master Elite (less than 2% of contractors). Local to Stroudsburg and the Poconos.
Never
Name or knock a local market peer (small market, Stephen's in BNI). Promise a specific insurance-claim outcome. Quote exact prices in captions.
Keyword
ROOF, the same on every post.
Camera
Osmo Pocket 3 or phone, always vertical.
DM link
tenpointroof.com/instant-estimate (Roofr instant estimate, primary). Free inspection and phone as the fallback: call or text 570-212-9543.
📊 Track what matters, in Notion
Log every post in your Notion content log. Two numbers decide next month's shot list: ROOF DMs and inspections booked.
Post
Format
Reach
Saves
ROOF DMs
Booked
Post 1
 
 
 
 
 
Post 2
 
 
 
 
 
Post 3
 
 
 
 
 
… to 12
 
 
 
 
 
🧰 The stack, keep it to these
Plan & write
R0BATO Media
The monthly brief, hooks and captions
Ideas
Notion Content Inbox
Saved IG reels, tagged Ten Point, live in this tab
Film
Osmo Pocket 3 / phone
Vertical, on the job
Edit
CapCut
Free, fast Reels
Graphics
Canva
Before/after cards, overlays, carousels
Lead capture
ManyChatadd
Comment ROOF, auto-DM the instant-estimate link
Schedule
Metricool or Lateradd
Queue the whole month at once
Track
Notion
Content Inbox for ideas, log for results
Seven engagement formats. Quick to film, most reuse footage you already shoot on the roof. Tap a format for the social cut, the shot list and the action plan.
The short cuts of your 21 article videos, the search-feeding shorts, indexed in one place. Film the website video, then pull the short from the same footage. Tap any one for the full brief in the Articles plan.