Matthew Pettinelli Personal Brand Social Media Marketing Plan

Personal Brand Social Media Marketing Plan © Prepared for: John Kratz Prepared by: Matthew J Pettinelli December 11, 2014

MKTG 3721: SOCIAL MEDIA MARKETING

Situational Analysis 3 ...............................................................SWOT 4 .....................................................................................Objectives 5 ..............................................................................Positioning 5 .............................................................................The 4P’s of Me 6 .......................................................................Target Industries 7 ....................................................................Insight Into Target Audience 8 .................................................Engagement and Content Strategy 9 .......................................Selected Media Zones 10 .........................................................LinkedIn 11 ...............................................................................Twitter 14 ..................................................................................WordPress 15 ...........................................................................Pinterest 16 ..............................................................................Google+ 18 ...............................................................................Plan Implementation 19 ............................................................Measurement 20 .......................................................................References 21...........................................................................

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SITUATIONAL ANALYSIS !Current Social Media and Personal Brand Presence

My current social media presence is quite limited and mainly used for personal connections rather than business outreach. I have a Facebook, Instagram, Twitter, and LinkedIn account. My Facebook account is my most used with 1400+ friends giving me a large breadth to grow and connect on a personal level; I even have multiple professors and business connections on a personal level. I share TedTalks, inspirational posts, and other positive content but there is some content that needs to be cleaned up. My Instagram used to be something I used on a weekly or daily basis. I have slowed down substantially and hardly use it now. I have 405 followers and 59 posts. A lot of my photography pieces have gotten 20-30 likes, so I have a fairly strong reputation on Instagram for not using it much. My Twitter account has been around for about 2 years now and rarely gets used because I never really liked the format. I created a LinkedIn account a year or so ago and I started this semester with about 175 connections, some skills, a not so professional picture, and everything else was pretty blank. My current personal brand through my social media outlets consists of IPhoneography, nature, outdoors, and social outings. The nature photography aspect of my current social brand is really strong and something I value and think other people appreciate as well. The social outing aspect is the part that needs to be cleaned up. Otherwise my personal brand is fairly strong, it just needs some touch ups.

Problem Statement

I currently have one semester left at UMD. I haven’t had an internship yet and am hoping to land one for the upcoming semester to cover my last marketing elective. I also haven’t reached out or applied myself enough to line a job up after graduation.

Solution

This Personal Brand Social Media Marketing Plan is the perfect way for me to narrow down where I want to go with my career and reach out to influential individuals in a targeted way. This will allow me to efficiently allocate my time and efforts in a direction I will be happy with in the long run. If it doesn't land me my dream job right away, it will surely keep me on path with my ultimate goals. Job market research will also help me understand how to differentiate and position myself against competition leading to a sustainable competitive advantage in my career path.

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SWOT Strengths Weaknesses

Driven Disciplined Analytical Strategic Visionary Networking Strong Social Skills Action-Oriented Open minded Adventurous Curious Authentic Honest Compassionate Humanistic Thoughtful

Perfectionist Over Thinker Over Achiever Focusing on details Can be shy Lack of experience Strict Passive

Opportunities Threats

Increasing use of information technology Increasing web development Increasing digital and social marketing Turn over of baby boomers and aging population in job market Increasing advertising and promotions job outlook Increasing MIS job growthTwin Cities one of the lowest unemployment in the Nation (close access to growing job markets) Recovering Economy

Weakening of college degree Increasing expectation from employers Approximately 370,000 business majors to compete with

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OBJECTIVES !Longterm Goals

In the long run, I want to be happy and content with my career choice and path. I also want to utilize social media to promote my personal brand and further develop my web development skills by integrating social mediums.

Overall Objective

Obtain a career position by the end of spring semester 2015.

5 Primary Objectives

Obtain 5 informational interviews and job interviews by the end of Spring 2015. Obtain 5 or more LinkedIn connections from influencers within targeted companies end of Spring 2015. Create 10 well written blog posts by the end of Spring 2015. Obtain 500+ connections on LinkedIn by the end of Spring 2015. Gain one influential follower on Twitter by Spring 2015. !POSITIONING !I have a background in 3 major disciplines which are closely related and overlap each other. The skills I’ve developed from each make me a robust job candidate. My other passions and other extra curricular activities should stand out adding personality to my skills as well.

Geographic-Industry Grid

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IT Industry Mix Marketing Industry

Local Duluth/Minnesota Sansio Spectrum

AimClear Swim Creative

Giant Voices Flint-Group

National/International Intel IBM

Target Olson

C2C Outdoor Show Media

MarketingInformation Technology Me

Graphic Design

Positioning Continued

What I do: Make connections, develop strategies, and streamline business processes !How I do it: By leveraging technology and innovations !Why I do it: I believe that connections made with others are far more valuable than any monetary signature and the best way to contribute to a cause is crowdsourcing and getting others to believe what you believe by making a human to human connection !THE 4P’S OF ME !

Product

Objective: Continually further my abilities in technology and marketing above the market Strategy: Differentiation Tactics: Practice old and new applications, research marketing trends and case studies

Price

Objective: Obtain the highest salary in prospective job position as possible Strategy: Skimming Tactics: Asking questions while interviewing and negotiating salary or wages

Place

Objective: Create a convenient network to access my information Strategy: Direct and Indirect Tactics: Leverage personal contacts, alumni groups, professors, and others

Promotion

Objective: Create awareness to employers that I exist and can be a valuable asset to their organization Strategy: Push and Pull Tactics: Utilize in person and online contact to establish a good connection, mirror expectations of prospective employers on an individual basis, find key needs, position to stand out

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WHYWHAT HOW

TARGET INDUSTRIES !Industries

IT Industry: Web Development, Business Analytics Marketing Industry: Market Research Analysis, Advertising and Promotions, Digital Marketing

Industry Description Structure

IT Industry: 141,400 current jobs in web development with 20% growth 2012-22, big data projected to be a $50 billion industry by 2017 and estimated CAGR growth rate of 58% between 2012 and 2017, big players consist of Google, Amazon, Yahoo, Cisco, ARM, Atmel, IBM, Intel and many more. Marketing Industry: 430,350 current jobs as market research analyst and marketing specialist, projected 32% growth from 2012-22, big players consist of Leo Burrnett, ABI Research, Olson, Periscope, Campbell Mithun, Carmichael Lynch, Fallon Worldwide, and many more.

Selected Companies Swim Creative, AimClear, Swim Creative, Target, Olson

Closest Connections and Key Players

AimClear Manny Rivas, Online Advertising Director, 1st connection, 24 shared Marty Weintraub, Founder, 2nd connection, 15 shared Swim Creative Cody Paulsen, Graphic Designer, 1st connection, 7 shared Patrice Bradley, CEO, 2nd connection, 2nd connection, 9 shared Target Kerby Green, Human Resources Leadership Recruiter, 1st connection, 21 shared Beth Oddan, Technology Executive Recruiter, 2nd connection, 1 shared (Kerby Green) Olson David Scamehorn, VP 1to1 Analytics, 2nd connection, 2 shared (Emily Richardson and Katie Nowicki) Marry Weber Nord, Director of Talent, 2nd connection, 2 shared (Lauren Westling and Kelly Taras)

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INSIGHT INTO TARGET AUDIENCE !Demographics:

Almost equal men and women, mid twenties to mid fifties, higher managerial, administrative or professional occupation, suburban, urban areas.

Psychographic profiles:

Empowerment Focused Change Oriented Leadership Oriented

Behavioral Characteristics:

Lifestyles

Pre-family, Family Succeeder, Reformer

Activities

Regular and Heavy Technology Use Public Speaking Tutorials Videos

Attitudes

Innovators and Early Adopters Prospectors Visionaries

Social Media Channels and Communities

Personal websites are the cream of the crop and what most established individuals in the industry use. Blogging is huge, in fact most people use them as personal websites. Almost every business professional utilizes a LinkedIn account and many also use Twitter. What I’ve noticed is many of these people follow causes outside of their industry that they believe strongly in. Most are also following or part of big associations within their industry or related industries that influence at high levels.

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ENGAGEMENT AND CONTENT STRATEGY !Strategy and Engagement

The basis for my content strategy is to focus on topics that I’m passionate about in both the information technology and marketing industry. I will also post about topics outside those industries like biomedical breakthroughs, sustainability, nature, cinematography and film, gaming, and many more. I believe that posting about a variety of topics that deal with innovations and my passions will help further add character to my personal brand while increasing my web footprint. For the most part I am going to stick to posting about my target industries. I will make sure that my posts are highly visual and contain facts because people are more drawn to things that use visual aids and are more likely to remember posts that contain facts. Most of my posts will be short thoughts or essays combined with associate media like videos, info graphics, and pictures. One vital aspect I will also focus on is to make all posts mobile friendly since a majority of people access through mobile devices. Another vital aspect I will focus on is creating posts that open an opportunity for back and forth dialog from readers and call to action endings to stimulate reader interaction.

List of Topics to Post

Data Mining

Programming

Analytical Tools

Social Media

Search Engine Optimization

Personal Branding

Gaming Technologies

Photography

Graphic Design

Web Design

Technology

Innovations

Consumer Behavior Trends

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SELECTED MEDIA ZONES !LinkedIn

For an older, more professional audience, has 277 million active monthly users User ratio 55% female users and 45% male 44% of users are 25-44 years old

Twitter

974 million user accounts with 241 million average monthly users User ratio is 60% female and 40% male Top demographic age of 25-34, make up 31% of users

WordPress

Approximately 50 million unique visitors per month User ration 48% female and 52% male Top demographic 35+ years: 58%

Pinterest

Over 48 million users User ratio is 79% female and 21% male Top demographic age 35-54 makes up 45% of users

Google+

Tends to be used by professionals and has 540 million active users User ratio 29% female and 71% male The average user age is 28

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Click Me!

http://matthewpettinelli.mktg3721.com/

http://www.pinterest.com/mattpettinelli/

http://www.linkedin.com/in/matthewjpettinelli/

https://plus.google.com/113805721128903806653

https://twitter.com/Matt_Pettinelli











LINKEDIN !LinkedIn is my main hub to connect with business individuals in companies of interest. Before this semester my profile was very improper and lacked a lot of the essentials I need to stand out for prospective employers. As you can see my profile picture went from being lovable and cute to professional and pronounced. Over the semester I have gained around 100 new connections (the before picture was take about 1 month into the semester) and my profile viewings and status has increased dramatically. I am now a premium member with a completed summary, heading, vanity URL, keywords added, updates, recommendations, projects, and other added aspects. As I have grown my network and started reaching out I am surprised at all the opportunities and connections I have been missing out on. I added one of my neighbors growing up because he popped up on my “people you may know” feed. He connected with me quickly, wished me luck, and said to keep in touch. Turns out he is now Co-Founder and CEO of Minnesota Telecommunications which is a fiber optic backbone supporting the region.

Before

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After

Reaching Out and Getting Noticed !!!!!!!

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Profile Ranking !!!!!Profile Views !!!!!!!!Strength and View Improvement

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TWITTER !Twitter was a medium I really disliked in the past. I started an account in the beginning of 2012 and it sat mostly vacant until this last year. Even then I only started tweeting here and there with a total of 10 times by the beginning of the semester. I’ve gone back through and revamped my entire page to make it look professional. After using Twitter in a few classes I have come to respect the capabilities it has. As of now I mostly following and followed by personal connections but I’ve started to follow influential people like Ric Dragon and will continue to do so. Twitter will be my main medium to reach out and further develop relationships with individuals in targeted industries.

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WORDPRESS !Before this semester I had zero blogging experience. I choose to use WordPress as my blogging platform because of the capabilities it has and to familiarize myself with another blogging medium. I used Tumblr in another class this semester which is very similar and also a great platform. I have and will continue to post about a variety of subjects that I care about and pertain to my areas of positioning. These blog posts will increase my internet presence and serve as a hub for search engine optimization. My LinkedIn profile is posted on the beginning of my page next to my blog posts with a call to action “Connect With Me!” for people to easily connect with me if they are interested in my thoughts and beliefs.

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PINTEREST !Before this class I didn’t have a Pinterest. Below is my progress from first creating an account all the way to my current state. I found Pinterest to be one of my favorite mediums because of how visual it is and how fast you can obtain information on just about any subject. I am a highly visual learner and have gained a massive amount of new tools and tricks in such a short period of time. Another key aspect of Pinterest the easy organization of all the new topics you want to learn about. Prospective employers will easily be able to look into my interests and maybe learn a thing or two from what I’ve Pinned. People from all over the world are already taking traction to my content. As you can see below a fellow named Ryan Sihih had liked and pinned a few of my pins. He has over 18,500 followers and only following 151. He may be an influencer that I reach out to in the future.

Before

After

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Repins and Likes !!!!!!!!!!!!Influential Repinner/Liker

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GOOGLE+ !I choose to use Google+ as on of my selected mediums because I have never used it and pretty much anyone involved in the technology industry uses it. This will allow me to meet and connect with influential people not only in the technology industry, but tech savvy individuals in the marketing industry as well. One notable person I currently have in my circles is Manny Rivas. He is Online Advertising Director at Aimclear which is one of my targeted companies here in Duluth. I have connected with him on multiple levels in my social media marketing plan and will personally contact him in the near future.

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PLAN IMPLEMENTATION !Timing

Below are the statical best times to post on each medium. Even those these statistics are a good base to start with, I will try different times and optimize to my own audiences timing behaviors. I will pre-write a post for each medium when I find time, more than likely on Sundays, and schedule them to post through Hootsuite. For unschedulable mediums I will post or pin during those times, or when time permits. I will try to post every week to gain and maintain new followers and readers from repeated impressions.

LinkedIn Tuesday and Thursday at Noon or 5-6pm, not Monday or Friday Twitter Monday to Thursday 1-3pm, not after 8pm or 3pm on Friday WordPress 8am to 11am Monday and Saturdays Pinterest Saturday mornings Fridays at 3pm or non-work hours Google+ 9am-10am more specifically Wednesday 9am, not early mornings or evenings !

Mon Tue Wed Thu Fri Sat Sun

LinkedIn Post 12pm Pre-write

Twitter Post 2pm Pre-write

WordPress Post 9am Pre-write

Pinterest Pin 3pm Pin in Morn Pre-write

Google+ Post 9am Pre-write

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MEASUREMENT !Quantitative

LinkedIn Number of Likes on updates, Connects, Inbox Messages, Views Twitter Number of Retweets, @replies, Favorites, Followers, Hashtag use WordPress Number of Views, Re-blogs, Comments, Shares on other mediums Pinterest Number of Repins, Followers, Board Followings, Clicks, Comments Google+ Number of Added Circles, Clicks, Comments, +1’s

Qualitative

Qualitative measures will be based mainly on the type of people liking, sharing, commenting, etc on my content and the type of feedback given. If influential people or people with high follower to following bases start responding to the content I post, I will keep posting similar content. If I get positive feedback such as positive comments compared to defiant and non-constructive feedback, I will discontinue such posts.

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REFERENCES !Forbes. Forbes Magazine. Web. 11 Dec. 2014. <http://www.forbes.com/pictures/lmj45jgfi/no-8-

management-information-systems/>.

Baird-Remba, Rebecca. "14 US Industries That Will Boom In The Next Decade." Business Insider.

Business Insider, Inc, 05 June 2013. Web. 11 Dec. 2014. <http://www.businessinsider.com/

americas-fastest-growing-industries-2013-6#computer-systems-design-and-related-

services-10>.

"Big Data Is Big Market & Big Business - $50 Billion Market by 2017." Forbes. Forbes Magazine. Web.

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big-business/>.

"Black Book Lists." Top 25 Advertising Agencies. Web. 11 Dec. 2014. <http://tcbmag.com/Lists-and-

Research/BIG-Book?djoPage=view_html&djoPid=18833>.

"Home Page : Graduate Jobs, Postgrad Study, Work Experience, Graduate Career Information." Home

Page: Graduate Jobs, Postgrad Study, Work Experience, Graduate Career Information |

Prospects.ac.uk. Web. 11 Dec. 2014. <http://www.prospects.ac.uk/index.htm>.

"The Marketing And Advertising Jobs With The Best Future." Forbes. Forbes Magazine. Web. 11 Dec.

2014. <http://www.forbes.com/sites/jacquelynsmith/2013/03/13/the-marketing-and-

advertising-jobs-with-the-best-future/>.

"The Marketing And Advertising Jobs With The Best Future." Forbes. Forbes Magazine. Web. 11 Dec.

2014. <http://www.forbes.com/sites/jacquelynsmith/2013/03/13/the-marketing-and-

advertising-jobs-with-the-best-future/>.

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http://www.forbes.com/pictures/lmj45jgfi/no-8-

http://www.businessinsider.com/

http://www.forbes.com/sites/siliconangle/2012/02/17/big-data-is-big-market-

http://tcbmag.com/Lists-and-

http://www.forbes.com/sites/jacquelynsmith/2013/03/13/the-marketing-and-

http://www.forbes.com/sites/jacquelynsmith/2013/03/13/the-marketing-and-

"Post, Pin & Tweet - The Best Time to Outreach #SocialMedia." The Payroll Blog RSS. Web. 11 Dec.

2014. <http://blog.surepayroll.com/post-pin-tweet-best-time-to-outreach/>.

"STUDY: When Is the Best Time to Publish a Blog Post?" The DashBurst Blog. Web. 11 Dec. 2014.

<http://blog.dashburst.com/best-time-to-blog/>.

"SelectUSA." The Software and Information Technology Services Industry in the United States. Web. 10

Dec. 2014. <http://selectusa.commerce.gov/industry-snapshots/software-and-information-

technology-services-industry-united-states>.

"Summary." U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics. Web. 11 Dec. 2014.

<http://www.bls.gov/ooh/management/computer-and-information-systems-managers.htm>.

"The Ultimate Guide to Targeting Twitter Users and Connecting With Influencers." The Ultimate Guide to

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industry/it-services>.

"Top Advertising & Marketing Companies on the 2011 Inc. 5000 BY THE EDITORS OF INC." Top

Advertising & Marketing Companies on the Inc. 5000. Web. 11 Dec. 2014. <http://

www.inc.com/inc5000/list/2011/industry/advertising-marketing>.

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Understand-Your-Audience>.

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http://selectusa.commerce.gov/industry-snapshots/software-and-information-

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"Demographics of Wordpress Users." My Impressions of Wordpress. Web. 11 Dec. 2014. <http://

impressionsofwordpress.wordpress.com/2013/02/11/demographics-of-wordpress-users/>.

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Statistics. Web. 11 Dec. 2014. <http://www.bls.gov/oes/current/oes112011.htm>.

"Black Book Lists." Top 25 Advertising Agencies. Web. 11 Dec. 2014. <http://tcbmag.com/Lists-and-

Research/BIG-Book?djoPage=view_html&djoPid=18833>.

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http://tcbmag.com/Lists-and-Research/BIG-Book?djoPage=view_html&djoPid=18833

Matthew Pettinelli Personal Brand Social Media Marketing Plan

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