Mark Krause: My

Personal Brand

Social Media Strategy

Table of Contents1. Executive Summary2. Social Media Audit3.Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Role and Responsibilities8. Social Media Policy9.Critical Response Plan10. Measurement and Reporting Results

Executive SummaryMy Main social media focus for this upcoming year is to

become more connected with professionals in my field and increase my reach.

My primary focus will be to increase my following through adding more followers by posting more original content from life experience and tagging those who were included.My strategies include:1. A plan to post original ideas/photos on a scheduled basis2. Follow more professionals and reach out via direct

messaging with question I have

Audit: Social Media Assessment

I currently am active in promoting my brand on four different social media outlets. In terms of reach and following, Facebook and

Instagram are my most productive outlets. In terms of engagement, LinkedIn and Instagram are my two most productive outlets. I believe this is because I post on them rarely so people think when I do post

something it is more important. Instagram would be my most influential outlet.

Audit: Website Traffic Assessment

My website traffic is very low to begin with so increasing the flow of viewers in general is a large goal. Facebook and

LinkedIn are the only two outlets I promote my website on, so maybe including Twitter for the future would help increase

clicks and views. Almost all my website views come through Facebook because that where I share the majority of stories

from my website and gain the most recognition.

Audit: Audience Demographics

The majority of my followers on social media are my friends from high school and college, so about 60% of my following is between

the ages of 18-30 years of age. Personally it seems more of my female friends are active on social media than males. Most of my follower interaction is on Facebook as the primary outlet, then my

followers split to Twitter and Instagram. Right now in the early stages of my plan, my followers engage in order to stay in contact

and keep up with my life, but as I continue to post, they look at my ideas on the topics of basketball and traveling.

Audit: Competitor AssessmentCompetitor: Boho Traveller Outlets: Facebook and Instagram (@bohotravel)Strength: Lightly planned schedule allows for more adventure and travelling during year. Very creative in ways of telling stories, and gathered so much life experience that posts are about her and not gerneal informationWeaknesses: Many stories directed at a female audience with tip for women travelling. Tends to be one dimensional in focusing on artsy side of adventure more than dangerous.

The Boho Traveller is actually one of my best friends. Since I am evaluating my personal brand, I decided to use her’s since she started the same way I am. I can learn a lot from her plan including story style, image choice, and audience engagement. I also think my spin on the edge and thrill of travel would be a good change of pace to stand out.

Social Media ObjectivesMy social media objectives for the next year are to increase my following and interaction with viewers. To do this, I will have to follow more professionals in my field of interest and post more original content regarding these fields and topics.Specific Objectives:

Get to 400 Instagram followers by December 2017Increase visitors to my website by 10% each monthPost to Instagram once every two weeks with original content and Facebook three times per week

KPIs and Key MessagesKPIs:

Number of Instagram followersNumber of visits to my website via any portalNumber of original Facebook and Instagram posts made

Key MessagesHaving Fun Talking HoopsRisk it for the Adventure #ExploreWhatsOutThere

Brand Persona and VoicePersonal Brand Adjectives:

AdventurousInteractive

WittyOutgoing

InformativeCreative

Message to Followers:Let’s Have a Good Time

EngagingI Share…You Share

Strategies and ToolsPaid: As a personal brand and a college student, as far as paying for increased exposure my resources are limited. If a post shows an extreme sign of popularity, boosting it would be an option.Owned: I’ve began the use of #ExploreWhatsOutThere in posts where I show myself on an adventure in a different part of the globe. The feedback has been very good, so continuing to use this will grow brand. Also encourage others to use in their posts. Earned: Monitor Twitter and Instagram for keywords important to my brand such as travel, adventure, explore, hoops, or basketball. Also reach out to similar brand (such as Boho Traveller) and plan a two person trip where we could collaborate brands for a while in order for us to share followers and exposure.

ToolsSubscriptions

Adobe Creative CloudVimeoESPN Insider

Approved Tools:BufferHootsuite

Timing and Key DatesHolidays

Labor DayFourth of JulyHalloweenThanksgiving Christmas

Important Events- March Madness

- Graduation (April 31)- Summer Vacation (August 10-17)- 2017-18 Basketball Season (starts

October 1)

Will check and report progress on the last Friday of every month in relation to

goals set.

Social Media RolesBecause I am evaluating and creating a plan for my personal brand, I would acquire the roles of Director,

Marketer, and Coordinator all under myself. My brand is so small at the moment that I can be in

charge of the posting, monitoring follows/views, and making sure posts stay true to my goals. This also

cuts down on costs of paying multiple employees for these three jobs. As my brand grows and I become

more busy with a full time job, I will need to hire individuals to fill these roles.

Social Media PolicyEveryone I interact with on a daily basis is connected with me on some outlet of social media. For this reason, the view they have of me in everyday life and their view of me on social media cannot be different. I must be consistent in my attitude across all platforms. For this reason I am committed to following these guidelines in order to make sure I don’t lose sight of myself:

Always respond promptly with comments or when taggedDo not get in a posting argumentDon’t post extreme views/opinions, rather universal agreements (love, equality, peace)Never attack competition. Focus on own brand.Always be respectful, polite, and non judgmental

I work for a basketball team and represent a university, so failure to follow these guidelines on social media posts would result in me losing my job. If my brand grows and other people have the opportunity to represent me on social media, these rules must be followed or there will be strict punishment or loss of the ability to represent me altogether.

Emergency Action Plan: Inappropriate Post1. Realize my post was insensitive or bad idea

Will first record what was postedThen immediately delete post

2. Contact boss at work to let know situation before he sees it elsewhere3. Publish a different post on same idea that falls within personal guidelines4. If followers have shared/retweeted, publish an apology/explanation post5. Accept disciplinary action from employer and/or University -There would not be a preapproved message for this scenario because it would be handled in house or directly/personally with anyone who contacted myself.

Emergency Action Plan: Leaked Information1. Immediately delete the post of information not meant to go public2. Record information that was said verbatim and report to boss3. Post an apology stating that the information was wrong and that no further details have been obtained.

Pre Approved Message Twitter: The information posted in the last tweet was inaccurate. Details will be released shortly.Pre-approved message Facebook: The information regarding the injury to one of our players that was released earlier contained inaccurate information. When we receive an update from medical professionals we will release further details.

Measurements and Results

In terms of general social media activity, I have seen a little growth in terms of followers and how active I have been. My KPI of Instagram followers is slowly increasing and my KPI of

Instagram and Facebook posts are increasing as well.

Unfortunately I have not seen any growth in my website traffic. This is probably due to the fact that I have not posted any original

content to my page in a while. With an increase of posted content and sharing that content on my social media outlets, I should see an

increase in website traffic.

Overall AnalysisOverall I have seen an increase in activity both from myself and my followers on my social media platforms. Buffer has really been beneficial for me, especially with being able to plan posts ahead of time because when I get a very busy week I always seem to forget to post original content. I need more original content on my website in order to get traffic up, and that is really the only major change I have to make. In order to achieve the goals I set aside for my social media plan, if I keep steady the routine I have been doing the past couple weeks, my goals are very achievable.