Personal Brands in SMM_Workbook_v1.1.pdf

Asking fans for recommendations for videos

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Asking fans for recommendations for videos, collaborations, and topics. She also utilises partnerships, and giveaways. Often humorous contributions to areas of knowledge Quick to engage with online followers, not just posting content but also listening to feedback
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68 WORKBOOK | © 2017 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | PERSONAL BRANDS IN SMM_V1.1 3.4 Personal Brand Measurement and Reporting When establishing a strong personal brand it is essential to measure and evaluate progress to ensure the individual can continue to revise and improve on the strategy based on campaign performance and audience feedback. When measuring effectiveness of any marketing strategy, highlighting the key marketing objectives and having keeping these objectives front of mind is key. It is easy to get carried away with all of the data available. As such, here is the basic outline of a personal brand marketing evaluation: Personal brand evaluation report: 1. Personal brand marketing objective Ensure the primary marketing objectives are established and communicated to set the tone for the report 2. Methods of initiating audience engagement What are the key methods of engaging with the online audience. Did these differ from the last reporting period? 3. Strategy outline and scorecard overview What is the content strategy for the personal brand, and which digital channels are included in this strategy. Scorecard of the raw data over a set period of time 4. Key success factors What were the highlights in this reporting period? 5. Audience feedback What was the general response from the audience? 6. Areas of improvement What could be implemented for the next reporting period to improve on this strategy? For most established personal brands, it is recommended that this kind of analysis is undertaken every quarter—with progress tracked at least monthly. When working with a high-net individual who has a lot of publicity, more frequent reporting is advised to ensure all bases are covered and continuously improved upon. For these individuals, weekly reporting is required: whereby points 4 – 6 of the evaluation report would be analysed, and then a full evaluation report would be created monthly. The data for the evaluation report can be sourced from a variety of places. Points 1 to 3 would likely need to be discussed with the strategist and marketing manager, points 3 – 5 would come directly from the digital marketing channels that the personal brand featured on, and point 6 is a subjective point that would account for all of the data in the report, analyse key trends in the industry, and make informed decisions about how the strategy could be improved. Here, the Personal Brand Evaluation Report will be discussed in detail, with examples based on the personal brand of marketing professional, Michelle Envange.
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69 WORKBOOK | © 2017 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | PERSONAL BRANDS IN SMM_V1.1 1. Personal brand marketing objective The personal brand marketing objective explains exactly what the individual wants to achieve from the personal branding strategy. From there, the who,
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