Audience
Campaign ObjectivesTo create diverse content that markets my personal brand to potential employers in April to May 2015.
To demonstrate to industry professionals an understanding of social media practices for promotion.
Campaign Dates: April 13 - May 5, 2015
“I am a mission oriented, world focused sharer of stories who is driven by creativity to honor my creator. I specialize in collaborating on events and developing strategic communications for non-profit organizations.”
Potential EmployeersIndustry professionals
Event Directors & Communicators at Non-Profits
Involved with faith-based or arts non-profits
69% of the most effective nonprofitprofessionals are creating more contentthan they did one year ago.
Non-profits use an average of 11 tactics per campaign. In-person events are chosen in 88% of campaigns
Content Marketing Institute’s Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
Brand Statement:
Why my content fills a need for my audience:
TwitterTo increase total number of followers on Twitter
To direct traffic to portfolio websiteFollow 50+ individuals, executives & organizations
Increase in Followers
19 new industry professionals
Most brands post 5+ times per day For campaign, start by posting 5 times per week & work up to 5 times per day
22
52
20
30
40
50
May 5April 26April 21April 16April 13
Favorites
Retweets 68% 74%
30%38%
Sample Posts:
Evaluation:
Best Practices:
Posts with images/videos No media Increasing the chance for retweets and favorites:
Hootsuite Analytics Report
“Twitter Engagement Unmasked,” Stonetemple Consulting, 2014
"5 Actionable Personal Branding Tips forSocial Media." Buffer Social 2015
To build professional network relationships
To direct traffic to portfolio website
Linked-In Profile Report
"Five LinkedIn Strategies You Haven'tThought Of Before” Forbes, 2013
Digital promotion. Principles and practice. Ch. 9: Social Media, Hallahan 2015
Actions Taken
Profile Views
Gained 20 new connections
Scope what competitors post and emulategood content to share with network.
Posts average 25 words
Linked-In
Sample Posts:
Evaluation:
Best Practices:
25
0
4
3
2
1
0
April 18 May 2 May 16
Since audience is less interactive it is important to know when to post: Tuesdays to Thursday
AMPM
Include website URL in bio
SEO, Search Engine Journal
Digital promotion. Principles and practice. Ch. 9: Social Media, Hallahan 2015
Google Analytics Report
Evaluation:
Sample Posts:
… Apr 17 Apr 21 Apr 25 Apr 29 May 3
6060 3030
6060120
Pageviews Sessions
Post #1 Post #2 Post #3
somegreent.wix.com/portfolio/events
69% of visitors to blog landing page
visited additional web pages
BlogTo boost portfolio website SEO by generating timely & relevant content
Use succinct word count, good headlines & incorporation of other media
Avoid blatant brand/self promotion
Blogs increase visitors/month by 55%:
Best Practices:
Blog2,0001,0000Visitors
No Blog
Companies that blog
have 434% more indexed pages
Include website URL in bio
“5 Ways You Need to Use Social Media to Boost Your SEO Comments.”
Create an engaging and succinct bio or tagline to use across all platforms
Use same profile picture and branding (including limited font pool when available) across platforms
,Headlines matter!
Create unique content for each platfrom
Cross Platform Best Practices
>55%of content discuss happenings, learnings &best practices in the events field,
including sharing relevant media
with mentions to specific
organizations
<45% of content
should directly
promote launch with link, every 4th update should be posted in a
different way.
Use scheduling software to send posts at audience targeted hours & track success.
Make SOME posts on Facebook Public: 1. Help people find you2. Allow potential employers to screen you3. Promote your work & credibility 4. Reach a bigger audience5. Use your Timeline as a landing page
About 12% of employers look for reasons not to hire an employee:
Eliminate: Negative/ confidential posts about your previous employer
Anything that implies that you lied about your qualifications Content about drinking, drugs, or illegal activities
Discriminatory remarks
Content that demonstrates poor communication or writing skills
Know your audience:
Create/manage boards that show knowledge & passionate about your present or future career
Pin resume, especially if it’s visual!
Pin personal work on its own board
User Interactions by SM
Include website URL in bio!
Instagram is the king of Social Engagement, Forrester, 2014
“FB Job Hunt” from Onwardsearch.com
““5 good reasons to make facebook posts public,” Gizmodo Field guide
Pinterest Stats, Expanded Ramblings, 2015
Users
85 % Female
58 times more engagement per follower than Facebook
120 times more engagement per follower than Twitter.