As Brian Solis so eloquently stated, each company is subject to what is called "Digital Darwinism". Here is Solis' exact quote, (http://goo.gl/jwZVK3). "Each business is a victim of Digital Darwinism, the evolution of consumer behavior when society and technology evolve faster than the ability to exploit it. Digital Darwinism does not discriminate. Every business is threatened." As an agency, one of our USPs is that we do our research and come up with strategies that work in the long term for our clients. Moving the needle sales-wise for our clients by designing content and social media strategies that work is our No. 1 goal. By designing context-based social media strategies that reach the buyer personas that we're going after, and executing on them, we'll achieve our ultimate goal of increasing visitors, leads and sales for our clients. Our goal with adding an intern that is trained in the field of anthropology will only add to our overall quality as an agency. We look forward to this next chapter!

1. Social Anthropology Internship – Description & Background

2. Who We Are
We are a small, growing inbound marketing agency located in Santa Cruz, California.
What We Do
We design inbound marketing strategies for small- to medium-sized businesses in various
industries.
What is Inbound Marketing?
Inbound marketing is the practice of bringing visitors and leads to your website by
producing content that speaks directly to the buyer personas that we are aiming to
attract.
The theory: By aligning the content you publish with your customer’s interests, you
naturally attract inbound traffic that you can then convert, close, and delight over time.
To do this, we use many types of online marketing -- including e-mail marketing, social
media, landing pages, calls to action, search engine optimization, Google AdWords &
more.

3. What we’re looking for
We would like the help / expertise of an Anthropology student who can take a close look
at the market that we’re targeting (small- to medium-sized business owners) and give us
insight into their behaviors, pain points, needs, desires and fears. Once this is determined,
we’d like suggestions as to what would get their attention, ways to speak to them, what to
say, how to stand out, etc., so that we can design content strategies that get the attention
of our desired personas.

4. Background / Reason for Seeking an Intern
We love helping our clients become more successful. Right now, we are seeing tremendous
growth in online content and data. In order to help our clients, we need to differentiate them
from the crowd and guide them in how to stand out amidst all of the “noise”. Our goal is to
make our marketing efforts highly defined so that we can give our clients an edge – and as an
agency have an edge over our competition. Every time we create a piece of content, we want it
to be strategic, helpful, impactful and meaningful to our audience.
We, as business owners, have limited time and would like the insight, feedback and suggestion
as to how to best approach and engage our target market via social media.
Who better to help us with this than someone who is interested, engaged, well-versed and
educated in the field of Anthropology?

5. More Background – Our idea for doing this was inspired by Brian Solis. We’re not sure if
he meant this statement literally ;-), but see the value in it and are taking it that way.

6. More Background (Con’t)

7. We Would Like Someone to Help Us With:
Coming up with a social media strategy – first for our business, and then (possibly) for our clients’
businesses.
Who Would Be a Fit For This Role?
A thinker. Someone who can look beyond a particular company to see who is engaging with their brand
and creatively and strategically come up with ways to speak to them and get their attention.
Someone who is looking to go on to get a Master’s Degree in digital anthropology, cultural
anthropology or another applicable discipline.
What Will Their Role Look Like?
Taking a deep look into where these people that we’re trying to target hang out online. Do they use
Facebook – or do they use Twitter? What keeps them up at night?
What can we say that they’ll relate to?
What are their pain points? How do our services alleviate these pain points?

8. Turn the Unknown Prospect

9. Into the Known Prospect

10. Conclusion
We need someone with an Anthropology background!
As an agency, we would like one of our USPs (Unique Selling Points) to be that we stand apart
because we do our research and come up with strategies that work in the long term for our
clients.
We want to make an impact. We want to move the needle for our clients by designing content and
social media strategies that work.
We believe that finding the right intern will help to move us along this path.
Thank you for considering this position.

11. Contact Information
Christine Penchuk
Christine@SearchStrategyMarketing.com
www.SearchStrategyMarketing.com