Personal Brands in SMM_Workbook_v1.1.pdf

A potential disadvantage is the difficulty of

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for names that may have been taken. A potential disadvantage is the difficulty of eliminating an old ‘handle’ or brand and adopting a new one. Individuals may choose carefully and seek market opinions before committing to a particular handle. Now that the basics are covered, it is time to delve into the development of the strategy. Developing the Strategy Development of the personal brand social media marketing strategy includes the following four key stages: 1. Individual marketing objectives and developing the brand identity 2. Understanding the personal brand marketing opportunities available 3. Personal brand strategic ideas 4. Personal brand strategic initiatives By the end of the module, we will combine all of these stages to create a personal brand implementation plan. Stage 1 has already been established in the previous section, so here we will develop stages 2, 3 and 4. Understanding Personal Brand Marketing Options Personal brand marketing has a similar framework to blog and content marketing (as discussed in SMMBCM501A Plan, implement and manage blog and content marketing), as the individual is creating value-add content
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39 WORKBOOK | © 2017 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | PERSONAL BRANDS IN SMM_V1.1 and distributing this through their preferred social media networks. A list of marketing options is beneficial when brainstorming strategic ideas for the marketing strategy. We will review these once again for the purpose of developing the personal brand marketing strategy. Personal brand marketing options are divided by the five categories: 1. Owned Media Owned media options are where individuals can have the most impact in establishing their expertise. Creating value-add content and offering this to an online audience will not only expand the individuals network, but it will also open up an array of opportunity. Owned media examples for personal brand marketing include: f How to guides f White papers f Research reports f Industry observation reports f Case studies f Opinion pieces 2. Promotional Promotional options are defined as any content that advertises the individual’s products/services, even if it is done in a subtle ‘natural’ approach. Promotional examples for personal brand marketing include: f Promoting an upcoming conference/webinar f Promoting a product launch for their company f Showcasing a recent customer testimonial with a clear call to action 3. Third party content Third party content refers to posts that include a third party link. Third party examples for personal brand marketing include: f Sharing a blog on social media f Retweeting an influencer on Twitter 4. Paid media Represents all paid advertising formats available on social media networks, including ‘boosted’ or ‘sponsored’ posts to increase audience reach. Paid media examples for personal rband marketing include: f Boosted Facebook post f Sponsored Instagram post f Sponsored Twitter post 5. Community management Options for community management are generally proactive (such as tagging
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