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Personal Brand Social Media Marketing Plan

Social Media Marketing 2014
University of Minnesota Duluth

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Personal Brand Social Media Marketing Plan

  1. 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. 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. 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. 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. 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. 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. 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.
  8. 8. 8
  9. 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. 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
  11. 11. 11 Brand Emerging Marketing Professional Strong Organizational Skills Insanely Curious Opportunity Seeker Technology Proficient Zumba Fanatic
  12. 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. 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. 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. 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
  16. 16. 16 Connections, Profile Strength, Views LinkedIn helps show the job outlook for my desired career
  17. 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. 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. 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. 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.
  21. 21. 21 Tweets with Replies, Favorites, Retweets
  22. 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. 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. 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.
  25. 25. 25 My Communities My Circles
  26. 26. 26 Recent Posts on Google+
  27. 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. 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.
  29. 29. 29 My Interests My Boards
  30. 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. 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.
  32. 32. 32 Plugins for Pinterest, LinkedIn, and Twitter Links to my Posts
  33. 33. 33 Tags About Me Page
  34. 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. 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
  36. 36. 36 Implementation and Measurement Tools TweetDeck Klout https://klout.com/allierhoffman LinkedIn Profile Views
  37. 37. 37 Profile Progression Then Now
  38. 38. 38 Then Now
  39. 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.

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Social Media Marketing 2014 University of Minnesota Duluth

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