Allison Hoffman has created a personal brand social media marketing plan to help secure a job in marketing in the Twin Cities starting in June 2014. Her goal is to effectively communicate her personal brand across LinkedIn, Twitter, Google+, Pinterest, and her WordPress blog. She will network with professionals in the advertising, marketing services, and outdoor/fitness industries and follow companies in those fields. Her content strategies focus on remaining consistent with communicating her brand of being an ambitious leader driven to discover and initiate new ideas.
1. Personal Brand Social Media Marketing Plan
• Ambitious Leader •
• Driven to Discover •
• Eager to Initiate New Marketing Ideas •
> www.linkedin.com/in/allisonhoffman
> https://twitter.com/allierhoffman
> www.google.com/+allisonhoffman93
> www.pinterest.com/alliehoffman
> http://allisonhoffman.mktg3721.com
Allison Hoffman
2. 2
Table of Contents
PERSONAL ANALYSIS ..............................................................................................................................................................................3
CURRENT SOCIAL MEDIA PRESENCE .......................................................................................................................................................4
PROBLEM STATEMENT ............................................................................................................................................................................4
SITUATIONAL ANALYSIS ..........................................................................................................................................................................5
JOB OUTLOOK: MARKETING COORDINATOR ......................................................................................................................................................................................................... 5
ADVERTISING AND MARKETING SERVICES INDUSTRY ............................................................................................................................................................................................... 5
OUTDOOR AND FITNESS INDUSTRY ........................................................................................................................................................................................................................ 5
KEY PLAYERS - TWIN CITIES ................................................................................................................................................................................................................................... 6
MAIN GOAL .............................................................................................................................................................................................6
OBJECTIVES .......................................................................................................................................................................................................................................................... 7
TARGET AUDIENCE .................................................................................................................................................................................8
KEY CHARACTERISTICS .......................................................................................................................................................................................................................................... 8
TARGET COMPANIES AND CONNECTIONS ............................................................................................................................................................................................................. 8
BRAND .................................................................................................................................................................................................. 11
CONTENT STRATEGIES ......................................................................................................................................................................... 12
SOCIAL MEDIA ZONES .......................................................................................................................................................................... 13
LINKEDIN ............................................................................................................................................................................................................................................................ 13
TWITTER.............................................................................................................................................................................................................................................................. 18
GOOGLE + ......................................................................................................................................................................................................................................................... 23
PINTEREST........................................................................................................................................................................................................................................................... 27
WORDPRESS ....................................................................................................................................................................................................................................................... 30
PLAN IMPLEMENTATION ....................................................................................................................................................................... 34
MEASUREMENT ..................................................................................................................................................................................... 35
PROFILE PROGRESSION ........................................................................................................................................................................ 37
BIBLIOGRAPHY ...................................................................................................................................................................................... 39
3. 3
Personal Analysis
Strengths
Organized
Committed
Computer Knowledge
Diversified Skill Set
Self-Motivated
Leader and Team Player
Opportunity Seeker
Ambition for Learning
Responsible
Public Speaking
Weaknesses
I'm not good at "down time"
Interested in many opportunities, hard to pick just one
Opportunities
Internship with Spirit Mountain
Internship with BrandAlign
Connect and estabish relationships with professionals
in my network
Become involved in more business events and
opportunities on campus
Threats
2015 BBA Marketing Graduates
Competitive Job Market
Average is Over
SWOT
4. 4
Current Social Media Presence
I am currently present on LinkedIn, Twitter, Google+, Pinterest, and WordPress. LinkedIn, Twitter, and
Pinterest are the zones I am using the most. I visit these sites daily reading about current news and
trends, as well as adding content of my own. I just recently started my WordPress blog, so I am slowly
adding content and building traffic to my site. Google+ is also very new and I am building my
followers and content.
Problem Statement
I will be graduating in the spring of 2015 and do not have a job lined up yet. I will strategically
position myself on several social media zones as an attractive job candidate. My plan is to target
specific professionals in industries and companies that relate to my career objectives and interests.
5. 5
Situational Analysis
Job Outlook: Marketing Coordinator
• According to the U.S. Bureau of Labor Statistics, overall employment is projected to remain steady, growth will be driven by
competition in consumer products and services
• Median salary for Marketing Coordinators in Minneapolis, MN is $53,699
• Best marketing opportunities are for job seekers with specialized skills/advanced education
• It is a stepping stone to higher positions such as a project manager or marketing director (University Alliance)
Advertising and Marketing Services Industry
• Digital marketing is rapidly growing
• Generates $515 billion in annual revenue worldwide
• U.S. has the largest ad market
• Demand comes from businesses that sell consumer products, entertainment, financial services, technology, and
telecommunications
• Profitability depends on creativity and maintaining client relationships (First Research)
Outdoor and Fitness Industry
• Many people moving towards fitness being a lifestyle
• Existing fitness centers will expand and small facilities will open
• Includes a broad spectrum of companies that provide goods and services
• Future is bright for the fitness industry (Peavey)
6. 6
Key Players(Twin Cities Business)
Main Goal
My goal is to effectively communicate my personal brand on my social media sites in order to secure a job in
marketing in the Twin Cities starting June 2014. I am interested in Advertising and Marketing Services and Outdoor
and Fitness industries. The social media zones I will utilize are LinkedIn, Twitter, Google+, Pinterest, and WordPress.
I hope to obtain an entry-level position as a marketing coordinator or project manager. With so many interests and
skills, I want to dabble in everything marketing from concept to customer. A marketing coordinator has a wide
range of responsibilities from determining budgets to implementing marketing communications campaigns and
even social media marketing. This position will allow me to have a job full of variety, utilize my top skills, and give
me the opportunity to learn everyday and explore everything in marketing.
Marketing and Advertising Companies
Olson
Periscope
Campbell Mithun
Carmichael Lynch
Fallon Worldwide
Colle+McVoy
Outdoor and Fitness Companies
Fitness On Request
Snap Fitness
Patagonia
Life Time Fitness
Reebok
Monopoint Media
7. 7
Objectives
• Start to network and connect with marketing professionals in person and on social media
channels.
o As my professor John Kratz told us in class, “it’s not about who you know, it’s who THEY know”. The
more I network and make connections with people I know, the more connected I become to potential
employers, top influencers and key players. The power of having a connection with someone can be
stronger than a killer resume or extensive experience. While those things are great contributors, having
a huge network gives you a competitive advantage.
• Effectively communicate my brand with my skills and experience in the field.
o Remaining consistent with my brand across all social media platforms will give my audience a clear
picture of who I am, what my interests and skills are, and where I want to go. By having a presence in
social media in general will help me stand out to employers - it shows that I am knowledgeable of trends
in social media and the importance of it.
• Continue to seek opportunities to learn and gain valuable experience
o One of my passions is to continuously learn and seek opportunities. By doing so, I will gain valuable
experience that I can bring to future employers. I will also obtain new skills in different areas as well as
further my expertise in areas I am already knowledgeable in. Also stay up to date with others blog posts,
updates, and articles to learn more about the industry and current trends.
9. 9
Internship Opportunities
Toni Christensen - Human Resources Director
Haley Hedstrom - Marketing & Administrative Specialist
Erika O. - General Manager
2nd
2nd
3rd
Mark Hoffman - Chief Branding Officer 1st
Companies in Advertising and Marketing Services
84 2nd
connections
Paul Lammert - Director of Technology
Mike Caguin - Chief Creative Officer
Amie Austin - Senior Recruiter
Christine Fruechte - Chief Executive Officer
1st
2nd
2nd
2nd
7 2nd
connections
Steve Renier - Human Resources
Elizabeth Wingate - Project Manager
Kathy Umland - Director of Creative Operations
2nd
2nd
2nd
36 2nd
connections
Alec Hoge - Assistant Account Executive
Meg Finn - Senior Brand Strategist
Alissa Anderson - Management Supervisor
Josh Vadnais - Digital Development Team Lead
1st
2nd
2nd
2nd
Kaj Kjellesvig - Creative Director
Charles E. - Owner and Founder
2nd
3rd
10. 10
Outdoor and Fitness Related
University of Minnesota
Recreation and
Wellness
Beth Asfahl - Associate Director
Bradley Hunt - Director of Marketing and Communications
Megan Brandes - Director of Programming and Operations
1st
2nd
2nd
73 2nd
connections
Jason Thunstrom - Vice President, Corporate Communications and PR
Tony Saucier - Director of Social Media
Mark Savage - HR Specialist
Danielle Danielson - National Recruiter
2nd
2nd
2nd
2nd
Kyle Brown - Marketing Promotions and Sales
Sean M. - Managing Editor
3rd
3rd
Additional 1st
Degree Connections
• Ric Dragon - CEO and Managing Partner at DragonSearch
• Manny Rivas - Online Advertising Director at aimClear
• Lindsey Dahlin - Creative Specialist at Media Minefield
• Jenna Soule - Corporate Communications Manager at RBA, Inc.
• Briana Bilauca - Marketing Coordinator at VIZIO
• Tim Smith - Managing Director VP Marketing at Enterprise Content Solutions
12. 12
Content Strategies
Ambitious Leader • Driven to Discover • Eager to Initiate New Marketing Ideas
My main strategy is remaining consistent with my brand. To make this happen, I will include my three headline points
across all my social media platforms as well as using the same picture and header. I will also include links to all of my
social media profiles on every site. This will help viewers easily navigate through my pages and visually see the
consistency in my brand and image. I also have strategies for each social media zone that will help to communicate my
brand points. Some examples include putting my brand points into my tagline and profile summaries, tweeting on
topics related to my points, related Pinterest boards, a blog centered around organization, and content I share on
Google+ and LinkedIn. I will also focus on how I am going to build my network in each and utilize the many functions of
each platform. The next section will go into more depth of these strategies and tactics.
Links on Google+ Links on WordPress Consistent Picture and Header
13. 13
Social Media Zones
LinkedIn
LinkedIn is the “World’s Largest Professional Network”. This will be the most powerful tool to use for networking
with professionals and potential employers. It will enable them to see my brand, my skills, experience, and more.
There are so many capabilities with LinkedIn including different categories to write about your experiences and
awards, LinkedIn’s blogging platform, the ability to share content and updates, seeing 1st
, 2nd
, 3rd
connections, as
well as the opportunity to message anyone in the world via InMail if you have a premium account. I plan to sign up
for a premium account as my job search becomes more active.
14. 14
LinkedIn Strategies
1. Tactic: Connect with people I currently know as well as my target audience
• These days, more people are getting jobs based on their connections and who they know. In order to
increase my chances of landing my dream job, I must connect with as many people as I can. One way
I can get connected to my 2nd
and 3rd
connections is to use the “Introduce Me” function by using my
1st
connections. I will also make a continuous effort to network in person and ask to connect on
LinkedIn after meeting.
2. Tactic: Follow companies I am interested in/want to work for
• Following these companies will help me stay updated with their current projects and news. This will
help me gain a better understanding of their company and their efforts on a continuous basis. It may
also help me to discover similar companies that I can follow.
3. Tactic: Research current job postings through LinkedIn’s job search functions
• More and more companies are starting to post their current job opening through Linkedin. This
makes applying easy for LinkedIn users, as well as the capability to see how many people have
applied. I plan to use this job search at least once a week, and apply to 1-2 postings every two weeks.
4. Tactic: Insert my brand points and keywords into my profile
• Having keywords throughout my summary and headline will help my profile to show up in more
searches. Also inserting my brand points into my profile will help to remain consistent and give
viewers a clear picture of my story.
15. 15
LinkedIn Summary:
What makes life so continuously exciting is that there will always be something new to learn or experience. As an opportunity seeker – I
am always looking for new things to discover and share with others. My life experiences and drive for learning aid in my passion to
motivate others.
I will never forget what my 3rd grade teacher, Mrs. Warden taught me in that “everything has a home”. Every piece of paper has a
folder; every piece of clothing has a drawer. I have carried this concept with me in order to be organized in every aspect of my life.
Organization, planning, and attention to detail have become some of my strongest skills and it all started from Mrs. Warden's life
lessons.
I am a double major in Marketing and Music and a committed leader in many clubs and organizations. I also work daily as a technology
assistant to tutor students in current software and basic HTML. Skilled when it comes to creative problem solving, charismatic
communication, computer knowledge, and customer service. With 12+ years of dance experience, I enjoy choreographing for
organizations and teaching Zumba classes.
“If opportunity doesn’t knock, build a door.” - Milton Berle
--------------------------------------
Graduating May 2015
B.B.A Marketing, B.A. Music - Voice
Seeking an entry-level position as a marketing coordinator/marketing assistant
ME IN 10 SECONDS
-I am a self-starter
-Comfortable in front of big crowds
-Committed to lifelong learning
-Enthusiastic personality with strong work ethic
-Efficient multi-tasker in fast-paced environments
-Driven to pursue and encourage others towards excellence
-Ready to take risks and try new things
17. 17
LinkedIn now lets you add
photos to your experience.
Here I have added photos of
when I received LSBE
scholarships.
Endorsements for my Top Skills
18. 18
Twitter
Twitter is another powerful tool for networking with professionals. With just the touch of a button, you can follow the
top names in your professional field. I will use Twitter as a place to network with these top key players and potential
employers, as well as to stay updated in current news and trends. The tweets I will send out will be a mix of
promoting myself professionally, tweeting to professionals, sharing noteworthy content and news, as well as adding
in a little mix of my personal thoughts and updates. Like LinkedIn, using it as a way to connect after meeting in
person is powerful in that it will give the person a second reminder of who you are and make the connection
stronger.
19. 19
Twitter Strategies
1. Tactic: Follow people I currently know as well as my target audience
• These days, more people are getting jobs based on their connections and who they know. In order to
increase my chances of landing my dream job, I must connect with as many people as I can. One way
I can get connected to my 2nd
and 3rd
connections is to use the “Introduce Me” function by using my
1st
connections. I will also make a continuous effort to network in person and ask to connect on
LinkedIn after meeting.
2. Tactic: Tweet as least once per day during the week on selected topics
• I will tweet often and regularly to increase traffic to my profile and to continuously gain followers. I will
post both personal and professional content. For professional content, I will share recent articles,
news, and insights I have in the realms of marketing. To add to my personal side, I will tweet about
topics such as Zumba, sightseeing, advertising my concerts as a singer, and other useful tips and
thoughts I have to offer.
3. Tactic: Use Hashtags
• Using hashtags is another useful tool in increasing traffic to my profile. Hashtags form communities
around a certain topic or subject. If I make a conscious effort of adding these to my tweets they will
have a higher chance of being viewed by more people, especially those are interested in the topic I
am referring to.
4. Tactic: Utilize Twitter’s Advanced Search
• Twitter’s Advanced Search can be a useful tool for finding jobs. Typing in keywords will yield many
results including actual job postings. This will help me to discover opportunities I never knew were
out there.
20. 20
5. Tactic: Check my Twitter newsfeed 3-4 times per day
• I may only tweet once a day, but it is important to still check Twitter and stay up to date with current
Tweets that are being posted. Every time I check my newsfeed there are probably 100 more tweets -
if I fall behind I will miss out on many opportunities for important content.
6. Tactic: Manage and monitor the lists I have created
• I have recently created several lists to organize my
twitter feed. These lists include Marketing Leaders,
Interesting Companies, UMD Groups, Zumba Fitness,
and Vocal Jazz. These lists let me choose which
categories I want to read through because sometimes
tweets can get lost in the shuffle if you aren’t checking
it all the time. By following target companies and
influencers I will learn from them and stay up to date
with their latest posts.
22. 22
Diversity of Tweets
Shows my other side as
a Zumba instructor
Shows my interests/skills
in being organized
Shows my drive for
opportunity and learning
Shows my hobby in
outdoor activities
23. 23
Google+
Google+ is a fairly recent social media platform but it is useful in the sense that it is an addition to all the services Google already
offers. In addition to Gmail, YouTube, Calendars, and more - Google+ brings people together within the context of all of its services. I
will use this platform to create a profile and connect with people I know and people I want to know. Google+ gives the options to add
them to your circles or to simply “follow” them.
24. 24
Google+ Strategies
1. Tactic: Create a post at least once a week
• Not many users of Google+ are taking advantage of creating posts. Creating posts regularly will give
me an advantage and drive more traffic to my site and content. I will curate content on current trends
and topics as well as post pictures and news about myself. For example, I recently advertised about
my vocal jazz concert that I performed in.
2. Tactic: Join relevant communities
• Communities are one of the features Google+ offers. They are groups anyone can join based on a
specific topic or program they are interested in. I have joined several that relate to my interests, skills,
and target industries. For example, I joined a general Marketing community as well as a Fitness and
Health community. This allows me to stay updated in the recent news and topics within these
communities.
3. Tactic: Follow target companies and professionals
• Like many other social media platforms, Google+ allows the option to “follow” others. Many
professionals as well as companies have pages now. I have followed my selected target companies as
well as key players. I have also reached out to connections I have made through networking on
LinkedIn and Twitter. This will help them to remember who I am when they get the notification I have
added them to my circles.
27. 27
Pinterest
I am using Pinterest for my visual form of social media. Pinterest offers a way to share content in the form of images
with links, called “pins”. You can organize all of your pins into separate “boards” that basically put them into
specific categories or topics. I have had a Pinterest since the beginning of my college career, but I am now starting
to create boards that will help amplify my brand. I have recently created boards such as Zumba, Social Media,
Technology, Organizing Tips, and Steps to Success. This will give viewers a clearer picture of who I am and what my
interests are.
28. 28
Pinterest Strategies
1. Tactic: Create boards with topics related to my future career
• Some boards I have created related to my intended career are topics on marketing, social media,
organization, technology, and career tips. This will help me to organize my findings and know where
they are when I want to read them again. My audience will be able to see my interests and my
passion for learning new things.
2. Tactic: Follow my target companies and other key players
• Following these specific targets will help me to gain knowledge in the industry I am entering. Then I
can also repin the things they are posting, which may in turn get them to notice me from the
notifications.
3. Tactic: Upload my own content
• In addition to repinning, I will also upload pins of my own. These pins can either be my ideas, my
pictures, or pinning links to my blog posts. When people start to share these pins on their boards, I
will get more traffic to my sites.
4. Tactic: Select Interests that represent my personal brand
• In addition to following other people and boards, you can also follow “Interests”. I have selected
several topics such as technology, personal branding, digital marketing, as well as some hobbies like
camping and hiking. This will provide my Pinterest feed with topics I find interesting and trending that
I can repin onto my site.
30. 30
WordPress
Finally, I will use WordPress as my blogging platform. I am currently using WordPress.org, which allows your sites to
be completely customizable, offers access to free themes and plugins, and can be used for almost anything
(Wilson). I will be using it for a professional blog with topics related to organization. I have titled my blog as “The
Organized Life” which will feature topics on how to stay organized through home, school, work, and more. Picking
this topic helps to show viewers my passion and skill for organizing. Posts will either be my own ideas and
discoveries as well as great ideas I have found from other bloggers.
31. 31
WordPress Strategies
1. Tactic: Create a blog post once a week
• Having a plan to post regularly will help gain followers and give them expectations to see a post each
week. Bloggers who don’t keep up with their content do not have as many readers, and sometimes readers
think they won’t be posting anymore so they stop following it. If I continue to upload content and stay
active on WordPress I will continue to build my audience and followers.
2. Tactic: Use of tags, sitemap, and enabling search engines
• WordPress allows you to enter tags into your blog posts. This helps search engines find those terms and
lead people to your blog posts. There are also many plugins that help search engines with tags as well as
enabling the use of a sitemap. These features will increase traffic to my site and show up in more searches.
3. Tactic: Follow and read other useful blogs
• I am currently subscribed to many blogs related to branding, social media, organization, Zumba, as well as
general marketing blogs. By reading these blog posts daily, I will gain useful knowledge as well as seek the
opportunity to share these posts on my own social media sites.
4. Tactic: Share my blog posts on my other social media sites
• Another way I can increase readers of my blog is to advertise my posts on my other social media sites. I
have set up a Twitter - WordPress connection where every time I tweet it shows up on my Twitter, and every
time I write a blog post, it’s posted on my Twitter. I will also share my blog posts on my Pinterest in the
relevant organizing boards.
34. 34
Plan Implementation
ZONES Sunday Monday Tuesday Wednesday Thursday Friday Saturday
LinkedIn
Read
Newsfeed
daily
Apply for a job
posting
Request to
connect with 2
people
7am-9am
Share an
article
View 5 or more
profiles
5pm-6pm
Share a status
update
Follow a new
company
Search job
postings
Twitter
Check
newsfeed 3-4x
daily
Follow a
company and
a person
1pm-3pm
Tweet
1pm-3pm
Retweet
1pm-3pm
Tweet
1pm-3pm
Mention
someone in a
tweet
1pm-3pm
Tweet
Update and
monitor lists
Google+
Read
newsfeed daily
Repost an
article or blog
post
Follow a
company page
9am-11am
Share an
update
Follow people
I know
Follow a key
player
Pinterest
Read
newsfeed daily
Follow 4+
more pinners I
know
Follow 3+
boards related
to my boards
Follow a new
company
8pm-1am
Repin onto 4+
boards
2pm-4pm
Repin onto 6+
boards and
upload 1
original pin
WordPress
Read other
blogs 3x per
week
7pm-10pm
Create a blog
post
Share blog
post on other
social media
sites
Find a new
plugin for my
blog
Subscribe to a
new blog
Comment on
an interesting
blog post
Note: Shaded areas are the best days to post and the times are picked based on best times to post for each zone (Barakat)
35. 35
Measurement
ZONES Indicator How When
LinkedIn
# of connections, profile
views, status likes/comments,
recommendations, Klout
score
LinkedIn, Klout Daily
Twitter
# of Followers, mentions,
replies, retweets, favorites,
Klout score
Twitter, TweetDeck,
Klout
Daily
Google+
# of followers, comments,
shares, profile views, Klout
score
Google+, Klout
1-2 times each
week
Pinterest
# of followers, repins, likes,
comments
Pinterest Weekly
WordPress Views, followers, shares WordPress Weekly
39. 39
Bibliography
Barakat, Christie. "Best and Worst Times to Post on Social Media." 3 February 2014. Social Times.
<http://socialtimes.com/>.
Deckers, Erik and Kyle Lacy. Branding Yourself: How to Use Social Media to Invent or Reinvent
Yourself. Indianapolis, 2011.
First Research. "Advertising & Marketing Services Industry Profile." 10 November 2014.
Peavey, Heather. "20 Trneds for the Future - Athletic Business." Athletic Business.
<http://www.athleticbusiness.com/Health-Fitness/20-trends-for-the-future.html>.
Savitz, Eric. "Follow the Money: Digital Marketing Trends for 2013." 20 December 2012. Forbes.
<www.forbes.com>.
Serdula, Donna. "LinkedIn Headline Generator: A Guide to Creating Highly Effective & Engaging LinkedIn
Headlines." LinkedIn Makeover. <http://www.linkedin-makeover.com>.
Twin Cities Business. Top 25 Advertising Agencies. 2014. <tcbmag.com>.
University Alliance. Marketing Coordinator Job Description. <www.floridatechonline.com>.
Wilson, Raelene. "WordPress.org vs WordPress.com: A Definitive Guide For 2014." 10 July 2014. WPMU DEVs Blog
Everything Wordpress.