selling your personal brand with services

Justice MitchellCreative | Social | Content

˙© 2014 . All Rights Reserved, Big Block Studios, Inc. . 407-929-8918 . [email protected] . @justicemitchell - Twitter/Skype

CLIENT REDACTED

A Snapshot.Say “Cheese.”

• Introductions

• Review goals

• Share Expertise

Proposals:

• Event Activation

• Sales

Closing

Q&A

Agenda

Darwin’s Inbound Clover

PAID

EARNED

SOCIAL

OWNED

INTELLIGENCE

ADVERTISING OnlineSEO/SEM TraditionalEndorsementsIn-Content Messaging

CONTENT UGCCreatedCuratedLocation-BasedRanks & ReviewsArticles

INFLUENCER ResponsiveRecruitmentRetentionOutreach

PARTNERSHIPS Custom IPCo-BrandingWhite Labeling

INTELLIGENCE TestingSentimentMonitoringOptimizationAnalysisCrisis

PROPERTIES Content: Blogs

WebsitesData & Lists

Mobile/TabletApplicational

ProductEmail

Custom IP

CHANNELS Facebook

TwitterYouTubeLinkedInGoogle+

InstagramAlt. Channels

COMMUNITY Subscribers

ForumsGroupsBoards

Live EventsIRT Chats

AFFILIATES Partnerships

SponsorshipsAmbassadors

CONTENT

Two Stories.Event Activation and Sales — A Coming-of-Age Tale

Act One: The RendezvousEvent Activation

Constructing a holistic plan of social and content marketing around the live event is a lesson in multitasking. Beyond simply the goals and objectives of the campaign, there are countless micro-directives that must be incorporated to maximize effectiveness:

• A solid pre, during, and post messaging calendar

• A defined daily timetable, outlining channel objectives and content collection

• Integration of key CTA messaging with seamless sponsor/affiliate messaging

• Light-speed task management for “in the moment” optimization

• Serendipitous content creation

Social & Content Marketing: Event Activation

Often you’ll see a very large social footprint when it comes to life of a deployment. In this case we deployed a liberal set of channels that would cover the vast majority of demographics. Admittedly the cross-fertilization of content within these channels would amount to some redundancy. Nevertheless, with in a campaign of this type, the distribution of high-volume content will also act as a positive perception of size.

Not all aggregated content should be utilized. In many instances, you can redistribute the content from an event over a much longer period of time if you put it in the can for post-event publication.

Social Graph: Footprint

When it comes to a deployment calendar for a live event, it should be seen as a best practice to develop as much content as possible prior to deployment. In a pre-, during- and post-event initiative, we should make tactical decisions as to where content can be constructed beforehand and rolled out when appropriate.

The best success in planning and initiative of this type is by developing the calendar in stages:

• The campaign as a whole

• The campaign by the week

• The channel by the week

• Daily deployment initiatives

Social Graph: Deployment

CHANNELS PRE WEEK: 3 PRE WEEK: 2 PRE WEEK: 1 EVENT POST WEEK: 1 POST WEEK: 2 POST WEEK: 3

Website

Email

Facebook

Twitter

Blog(s)

Video

Instagram

Google+

Street Team

Location-based

Pre, During & Post: Calendar: Full

Planned Content Deployment (PCD) 1-3 PPW 1-3 PPD 3-5 PPD 5-12 PPD 20+ PPD Organic (HV) Optimized PPD

CHANNELS PRE WEEK: 1 MESSAGING

Website Supporting “countdown” graphics integrated into micro-site and leave pages

Email Deploy email outlining event specific calendar and agenda dates and messaging

Facebook Create heavy pre-tease conversation about calendar specifics

Twitter Create heavy pre-tease conversation about calendar specifics

Blog(s) Drop roll-out video and repurpose devious years imagery to create urgency around “limited ticketing” messaging

Video Drop mood reel to setup contest offer and pushed to all channels; recut for :60 :30 & :15

Instagram Create setup with “man on the street” content with video; deploy to touch points

Google+ Create heavy pre-tease conversation about calendar specifics

Street Team Send out all educational materials; dress code; legal forms; swag prep

Location-based Fill channel with ambassador chatter

Calendar: Channels by Week


FACEBOOK EVENT WEEK:

SUNDAY Resort photos galleries; “Wednesday Free to Public offer”; blog post; resort map; evening mixer roll out

MONDAY* HOST Video — Street Teams; Video cut; Social Outpost convo; support; EDU; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP

TUESDAY HOST Video — Street Teams; Video cut; Social Outpost convo; support; EDU; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP

WEDNESDAY HOST Video — Street Teams; Video cut; Social Outpost convo; support; EDU; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP

THURSDAY HOST Video — Feedback; Post-Program Calendar; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP

FRIDAY Push Post-Program imagery (tag users/groups); pull/post slides-share decks 1-5; post session videos 1-5;

SATURDAY Push Post-Program imagery (tag users/groups); pull/post slides-share decks 5-10; post session videos 5-10;

Calendar: Week By Channel


Pre, During & Post: Calendar: Street / Support Team6 — 8AM 8 — 12AM 12 — 1:30PM 1:30 — 3PM 3 — 6PM 6 — 8PM 8 — 10PM

Email - Host Video Morning Calendar Lunch Afternoon Programming 1 Afternoon Programming 2 Mixer; Dinner Evening Event

Event Alerts Live Stream Speakers Upload / Post PPT interstitials Live Post Board Support Edit / Post

Daily CTA Offer Messaging Support Messaging

• UStream

• Live blog content upload

• Presentation milestones to bullet

• Marker video on YT

• Upload imager to gallery

• Prep PPT side for interstitials

• Pull video clips for wrap video

• Pre audience question

• Monitor #Tweetchat

• Service Q&A

• Post in-content offers

• Pre audience question

• Monitor #Tweetchat

• Service Q&A

• Post in-content offers

• Push video content

• Deploy messaging

• Blog article of applicable

• Support

Budgetary efficiencies can easily be made to the following based on team size and hourly rate:

Budgetary Outline

Team Discription & Service Type Approx. Hours / Total

In-house strategy and planning 40: $5000*

In-house pre content development 40: $5000

In-house team (boots on the ground) 56 x 4: $28000

In-house team travel/expenses $7200

external street team 32 x 4: $16000

external street team travel/expenses $4800

local photographer 32 x 1: $3000

Sub total: $69,000

flex % for misc. fees and expenses 10%

Total: $75900

Assumptions: » In-house team: four people » external street team: four people (includes videographer) » external photographer: single » averaged travel exp.: booking; flight $400/PP » disc lodging; $80/food per diem; transportation; $200/day

*Totals where based on a bended rate of $125/hour

Success measurements in a live event can be vastly different depending upon the audience demographic, length of event and its core direction. Additionally, it can be debated that how the event is constructed (entertainment, food and experience) and deployed externally to the social and content initiatives can greatly influence the results.

Success measurements could include:

• Intensive increases in engagement of brand and products

• Greater willingness to engage in marketing messaging

• Increase in overall Web and social media traffic, engagement and content shares

• While a minor increase in recruitment of new followers, a live event is an injection of influence to the retention of loyalists and active audience participants

• Secondary byproduct: A vast amount of content to be repurposed over the course of the next year in advance of the next event

Success Measurement & Byproducts

Act Two: But wait, there’s more …Sales

For the [CLIENT REDACTED} family of brands and properties (and internal marketing team), the goals and objectives are many when utilizing social media and content marketing:

• Construction of leads through relationship development

• Engagement and education with both a lien on retention and recruitment

• Spotlighting and empowering the “rental booking” services

Secondary initiatives should include the following:

• Dispelling the myths and history of “timeshare" sales and tactics

Social & Content Marketing: Sales Goals & Objectives

Blogger outreach is an effective tool in many marketing campaigns. However, there are a few instances where you can innovate upon this tactic and turn it into an earned media driver. So going forward, the construction of a branded influencer collective could be seen as influencer incentivization v2.0.

Today, native advertising is not only an accepted practice but an increasingly accepted form of getting to core content. Think of a program where influencers would register, pitch and campaign content for money and bartered services. [CLIENT] ownership has an opportunity to create a closed community of influencers that are incentivized with concierge level service and rental points for their use and for their subscribers.

Native Influencer Collective Program

Native Influencer Collective Program

OTA Content eBookSEO

Influencer:PHOTO

Influencer:MOTHER

Influencer:BOOMER

Influencer:FOODIE

Influencer:TRAVEL

Influencer:AUTHOR

Influencer:PLANNER

Influencer:BUSINESS

Content Community

PR

InfluencerDESTINATION

Multi-AuthorPROPERTIES

IntegratedOFFERINGS

Email / Newsletter

Brand Channel Content

Externally Branded

Subscriber

CLIENT REDACTED CLIENT REDACTED

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Once the program has been developed and the community started, the next step would be to tap into pre-existing vacation ownership influencers. With more than 900,000 happy advocates at our disposal, pooling and incentivizing would make for very warm leads.

The key here is exclusivity. There’s a great deal of importance psychologically as well as professionally to maintain this program "within the walls.”

Leads from the Inside Out

Once an external influencer has been connected to the collective, we would profile their social graph within the registration process. This will give us greater insight as to the influencer’s activities as well as reach. Once this has been established, an internal hierarchy of influence can also be correlated.

Social Graph: Footprint, Demo & Value

Influencer:PHOTO

Influencer:MOTHER

Influencer:BOOMER

Influencer:FOODIE

Influencer:TRAVEL

Influencer:AUTHOR

Influencer:PLANNER

Influencer:BUSINESS

Content Community

Influencer:BOOMER

Follower Base: 240000 Activity: 2PPW Website Traffic: 74,000 Klout Ranking: 67

Category Value: 3 Blog Post Value: $400 Collective Points: 81

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Deployment & Branding: Travel Photography

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Deployment & Branding: Food & Couples

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Deployment & Branding: Business & Luxury

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Deployment & Branding: Family & Reviews

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Deployment & Branding: Travel

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Alignment with a white label third-party solution, or multi-author blog software, may prove to be exponentially more cost-effective than a proprietary build. Additionally, varying rates and amount of influencers would create discounts and would adjust numbers radically.

Budgetary Outline

Team Discription & Service Type Approx. Hours / Total

In-house strategy and planning 240: $5000*

In-house proprietary development 800: $100000

Training Materials 80: $10000

FT Conceirge to Program $30000

Community Management* 12 / week*

Outreach to Community* 12 / week

Monthly content allocation for collective** $50000

Sub total: $195000

Yearly content allocation for collective $600000

Total: $795000

Assumptions: » In-house community management & outreach would be absorbed departmentally » Based on 50 influencers varying rates

*Totals where based on a bended rate of $125/hour

With this particular business approach, there are countless ways to show success other than the standard “heads in beds:”

• Being able to tap into verticals that are external to travel but related in a secondary or tertiary way.

• Being able to sympathetically have authentic conversations about dispelling preconceived notions to vacation ownership and timeshare.

• Coming from the voice of trust authorities and influential digital celebrities brings with it unprecedented trust from their audiences and willingness to connect with brands and services that they might not have previously considered.

• With branded relationships, you have a long term brand impression play that will coexist with newly constructed article-based content and imagery. this “twofer" is highly impactful in that transient audiences will always be interrelating with the brand.

• Content that falls inside of this native influence collective would also have the ability to be repurposed throughout [CLIENT] social brand hierarchy.

Success Measurement

Sharing & Caring.Case Study: [REDACTED] Theme Park Road Tour & App Program

• 62m » Social media impressions

• 524k » In-person event attendees

• 32k » New e-mail registrants

• 251k » Sweepstakes entries with a 99.8% e-mail opt-in rate

Results

Why Justice Mitchell?WIIF[CLIENT]?

Multiple Disciplinarian

CONTENT CREATOR

CAMPAIGN STRATEGIST

TRAINERSPEAKER

WRITERBLOGGER

DESIGNER PHOTOGRAPHER

Content Marketing SME

Social / Content Marketing EDU

Social Influencer

Twitter: 14.5K+ » Facebook 4.5K+ » Google+ 4.4K+ » Instagram 7.2K+ » LinkedIn 4K+ » Pinterest 2.8K+

Portfolio Diversification

Noted Speaker & TeacherUniversity of Central Florida: Capstone Course “Campaigns”

Experience (selects): • iSummit 2012, 2013, 2014 • Florida Blog Con 2012, 2013, 2014 • Sign Biz International - Keynote • Public Relations Society of America • Phi Delta Theta Fraternity - Alumni President • Starmark International "eTips" presentation tour • University Of Central Florida - Instructor/Speaker • Florida Vacation Rental Managers Association - Keynote • South Florida Hospital & Health Care Association - Keynote • Las Vegas, Ft. Lauderdale, Panama City Beach, CVB • Chicago Tribune / Tribune Interactive - Keynote • Alabama Department of Tourism

Award Winning Blogger

Designer, Photographer & Artist