final project - creating a social media campaign strategy pitch for a brand of your choosing

Leading class

discussion

Final Presentation

Understanding your Midterm Grades

Brand Audit (2-8) Insight Post (2-8)

Project Campaign

Brief

Participation Brand Audit Project Final Project

Brand Audit (9-13) Insight Post (9-13)

Module Quizes

Wks 9-13

Wks 2-8

Engagement during class

No, you can’t make up missed assignments, mainly because I want you to focus on the future. If I see improvement in the second part of the course I will take that into account

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Personal Branding & Rise of the Social Influencer

⭐ By the end of this week you’ll learn: ● How to go about creating/building a personal brand ● How/Why brands use influencer marketing ● How to ensure brands are FTC compliant when using influencer marketing

Let’s start by making one thing clear:

Just like a brand actually needs to know who they are to create a social strategy, a person looking to connect with others via social needs to go a similar through a journey of

self-discovery (which is why personal branding often coincides with self-improvement)

Self-Employed Personal Brand = Sales for your business

Instagram/YouTube/Twitch/TikTok (etc) Influencers Personal Brand = Monetized content

Everyone else Personal Brand = Networking, Reputation-building

The ROI of work on your personal brand varies depending on your vocation

The 4 key components of building a personal brand

Manage your brand

Position yourself

Determine what you do

Determine who you are

Your Strategy

Your Audience

Your Service

Your Speciality

What’s “Influencer Marketing?

Defined: → Someone whose opinion you trust enough to allow them to persuade you to make a certain decision. → That ”someone” is a function of the type of decision + the type of target audience you’re trying to persuade

There are several types of Influencers

Celebrity/Fame ● Influencer goal: PR, building personal brand (similar

to classic celebrity needs) ● Brand goal: be seen as stylist, trendy

Gamers ● Influencer goal: Sponsorship, to make money doing

what they love (similar to athletic influencers) ● Brand goal: legitimacy, hype

Bloggers ● Influencer goal: Expansion of readership, revenue

through clicks ● Brand goal: access to a niche audience

Industry Expert ● Influencer goal: Expand reputation as an expert,

access to exclusive info, book deal, speaking gigs ● Brand goal: get increased legitimacy

Person next door ● Influencer goal: Have fun, do more of something

they are interested in ● Brand goal: increase authenticity

Marketing Necessity: Marketing is increasingly noisy. There are tons of brands out there to compete with. Internet= brands can specialize and be competitive- far less overhead.

Add in => Algorithms make it harder for brands to get their message across

Trust: People trust the “guy down the street who knows about computers” and “my friend who always wears the cutest clothes” (word of mouth marketing has always been big) Some communities are far more accessible through influencer marketing.

Some reasons why brands use influencer marketing

Influencers are a mechanism to achieve your desired KPI

Types of KPIS to consider: ● Brand Awareness/Share of Voice (Impressions, Mentions) ● Site Traffic (Clicks, Attribution) ● Content Generated (PR Coverage due to influencers) ● Event Attendance (Registrations) ● Downloads (Unique Url clicks) ● Target Community Reach (Repeat interactions from influencer’s

community)

Hint: to generate a ROI measurement, use comparative metrics→

Campaign without Influencer vs Campaign with Influencer

Type of Influence:

● Platform-Specific Influencers -VOI: Strong social followings, good for brand awareness and, potentially, 3rd party coverage

● Bloggers: - VOI: Blog traffic/SEO, good for brand SEO, and awareness, 3rd party coverage

● Experts: - VOI: Trusted 3rd party voice, good for extending community reach

Type of Audience:

● Demographic (Age, Physical Location, Race, Gender)

● Skepticism Level (How often are they marketed to?)

● Accessibility Online to Brands ● Niche Community (LGBT, African American,

Immigrant, etc. where use of a community member greatly increases trust)

An Influencer campaign is successful when their Value of Influence (VOI- Type of Influence + Type of Audience) is a good match for your KPIs.

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Make sure people will see and understand the disclosure.

Creating an Influencer Campaign

1. Establish KPIs What is the Value-Add that Influencers will provide to our campaign?

This value-add then translates into the parameters for identification:

Example:

- SEO (influencers must be bloggers) - Amplification (Influencers must have strong social following)

2. Identify Target Community to Influence Is it a direct or secondary campaign?

- Your target customer may not be active on social but they may subscribe to a daily newsletter from a blogger.

- So your goal is to either get that blogger as an Influencer OR create a campaign that influencers that blogger who will then influence your target customer

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3. Research Influencers ● Identify key terms utilized by

your target community to discuss either you brand or issue

● Social Listening- who seems to be important in the conversations around these topics

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4. Create the Proposition The type of influencers that you need to work with will determine the type of value proposition to offer as a “hook”.

● Networking opportunity ● Content creation ● Personal Amplification ● Payment ● Access

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5. Recruitment ● Strong relationships with

influencers goes a long way ● They are increasingly savvy and

looking to maximize their own ROI.

● The more to you can align theirs to yours the better.

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A Helpful Overview

Success requires matching your campaign needs with the right type of influencer.

Don’t assume you need a Celebrity.

That’s where many campaigns go wrong.