Laura Zakrzewski

SC 220 Digital Portfolio & Social Media Marketing

Social Media Marketing Plan Development

Please complete the following questions to help develop an effective SM
plan for your blog.
1. Blog Title: Ad Muse Nation
2. Blog URL: admusenation.blogspot.com
3. Blog Description: My perspective as a young creative on advertising
throughout the world
4. Goals for blog: List the primary objectives you hope to accomplish with the
creation of the your social media.
1. Keep my international audience and myself updated on current creative trends in
advertising. Collect inspiration.
2. Get feedback: generate comments and followers. Engage others to be involved
with content.
3. Document the transformation of myself from being a student to being a
professional in the advertising field.
5. Identify your competition: Who do you think is doing something similar as
you? Identify them (URLs) and what they are doing. These are good
benchmarks as well. Observe and detail their strategies. You may find some
nuggets you can use from them.
1. AOTW (Ads of the World)- http://adsoftheworld.com: This is kind of like the
biggest advertising library ever. I can dig up ads from the past and find ones that
are recent. They archive creative advertising from around the world. This is by far
the most prestigious website online for global creative content. They even have
awards for agencies. These awards are highly regarded and competitive. They
post a lot of content and know what is going on all over the world, with many
people maintaining content. They do not say anything about the ads but just
share them with their details such as the advertising agency, country, CEO,
Creative Director and other team members responsible for the ad. While it is very
helpful information to have these details, my blog focuses more on analysis of
ads, less on the team that created it. I like to relate ads to what is going on in life,
such as holidays. I do think I should make sure to include the advertising agency
with the piece of work. I also should look at who the creative director is. I dont
necessarily need to share who the staff is for the ad but I can research the
individuals to follow their careers and see if they have done any other work that is

inspiring to me. I have yet to have spotlights on advertising professionals within

my blog. Id like to start doing that because a lot of people I learn about or meet
within the field will create who I am as a professional. AOTW also separates
advertisements by media, country and industry. I have been labeling my content
by media and country. I should start labeling some ads by industry or create
posts around certain industrys ads.
2. The Inspiration Room- http://theinspirationroom.com: The Inspiration Room has
a great collection of content about ads from around the world. The style is similar
to mine. It talks about an ad and relates it to the event. The posts are very
analytical and professional. There are posts daily, which is not realistic for my
blog. The posts include the credits for the ads, as AOTW did. Still not sure if this
is something I want and need to do. The sites design is very simple, which is
how mine started out. I like my design better once I gave the background
graphics. Although, Im not necessarily unwilling to eventually have a simpler
design so my content can shine. The way he does his posts is very similar to how
I have been doing mine, which is why I want to keep an eye on his blog. The site
is very popular and allows users to share content. There are four contributors to
the site and it has been going since 2006. It is well established and followed by
over 20,000 people. The content is divided up by media type. I need to do more
posts on other types of media such as outdoor, interactive and audio. I have
done a bit with television, design and print.
3. Marketoonist- https://marketoonist.com: This one is really different and creative.
There is nothing like it. Everything is communicated through cartoons. The
creator Tom Fishburne combines marketing and cartoons. He is completely
authentic because he creates artwork for each post. He is very well educated in
what he is talking about. He makes fun of the world of marketing. I want to add
more humor to my blog. I think that just have interesting ads isnt enough. I need
to add more voice. The Marketoonist also has a minimalist format. Not sure
whether this is something I need to consider as I move along. Minimalist formats
allow the content to stand out better. Fishburne is an established professional in
the field. He does presentations and workshops, which he stares on his blog. I
am not yet a professional. When I am, I want to share some of my insights. I will
have a voice that has more authority and experience. Fishburne also has cartoon
contests. Once my blog gets more of a following I would like to have contests. I
think this is a really good way to keep followers engaged. I am not yet at that
point.
6. How will your blog be different from your competition. Think about the work
that you have done in the Jonah Berger Contagious Workbook. What things
have you identified that are your or your blogs inner remakability? Detail as
much here as you can.
The time I am starting my blog is perfect because if I keep it up over a span of years, I
can show growth from being a student to being a young professional. Also my interest in
travel is evident in every post. Ive combined the seriousness of the profession with my
personal experiences traveling. The fact that I want to be an expat is part of a niche
group of people, who can relate to me. As more things in my life start to happen in
relation to travel and professional development, my blog will shift from collecting others
work and experiences to showcasing my own. It will start to be more about me. It will
have more of a voice. I am sharing some of my student experiences. When I am in NYC
I want to do a post about the Advertising Women of New York Career Conference. I also

want to do a post about what is currently going on in Times Square. Times Square
always has innovative billboards.
As a creative I have a distinct style. I think this is a good place to put myself in context to
what is going on around me in the world. It is important for me to stay relevant in my field
and as a global citizen. This blog is a good place to document how I am changing over
time. I can put up what interests me and what I am doing. I learn as much writing each
post as I hope people do reading it. I think it will be a good way to show employers that I
know what is going on in the field. It shows I am passionate about advertising. The blog
will eventually educate other students and perhaps clients. It will be a place where I can
reflect upon ideas and use them for my own creative development.
7. Who do you see as your target audience? Who are you trying to reach through
social media? Connect your audience with your goals to ensure youre
engaging the best stakeholders to meet your objectives. Remember about
demographics, psychographics and technographics to describe your
audience. Ask yourself the following questions.

Who do I want to reach? Describe them.

I want to reach potential employers, other advertising students, and advertising
enthusiasts. I reach slightly more males (55%) than females (45%). The age
group I reach is of working age. My largest demographic is ages 25-34 and
second is around my age 18-24. I am reaching students and young
professionals, which is perfect to me. Most people view my blog on their laptop
browsers. I do not have a lot of mobile views. This means people are sitting down
to read it, not on the go.
What are the issues, needs, problems and frustrations of the people you
want to reach?
Students want jobs. Professionals want to be updated on what is going on. The
field is stressful so perhaps they want something quick and simple to use. People
in the field like new ideas and innovation. They want to know what comes next.
People from the United States work a lot and might not have time to travel. As I
will be traveling more I can give them direct insight into what is going on in other
places in the world in regards to advertising.
What are the costs, impact and consequences of those problems?
It costs a lot to travel. It takes a lot of time to stay updated on trends. Advertising
is a very dynamic field. Every day is different. Every country is different. People
cant keep up with the world of advertising. I want to bring them advertising at
that global context.
What do I want to leave with them?
I want to leave them with inspiration. I want them to find what they are looking for
to be creative and to make clients happy. I want other students to learn. I want to
show people that creativity is everywhere.
Top 5 competitors?
3

Professionals in advertising might lean towards more newsy sites like Adweek
and Adage to get updates on advertising. Those are sources I follow. They also
might lean towards larger more established blogs on the same subject, such as
the ones I mentionedAOTW, The Marketoonist and The Inspiration Room.
They might not find me as an established enough professional. Right now I am
just a student with minimal industry experience. They might want to read a blog
from someone who is a leader in the field. Eventually I intend to be that leader.
Where are your prospects located online and geographically?
I want to reach people from all corners of the world. I was surprised to get 30+ page
views from Russia and 20+ from Ireland. I also got a couple from the United Kingdom,
Australia, Spain and India. I would like to increase these views. The majority of my page
views by far are from the United States. I do not mind if my blog shifts towards educating
an audience in the United States about what is going on around the world. However, as I
travel and meet more people from other places, I expect my blog to have a larger
international audience. The countries I am reaching, that are English-speaking and
capitalist orientated include the United States, the United Kingdom, Ireland, South Africa,
Australia and New Zealand. I think that those countries make up the majority of my
target audience (they also just happen to be places I want to work). I expect to reach
more countries in Europe like Germany and France.

8. Content Strategy: What will you share and how will you share it? From
where are you going to pull content? Is it content that has been created
within your area by you or from an outside source?
I share ads that I find from digging around online. I share what I am doing in
relation to advertising. I am more of a collector right now. I will make blog posts
and find content online to fit into them. For example, one post I did was strange
foods from around the world. Some ideas I pulled from similar blog posts. Others
I found by searching a bit deeper. I mostly rely on outside sources. I sometimes
look at AOTW for inspiration. I will look at see what certain brands are up to. If
there are new campaigns going on or new commercials, I try to share them as
soon as I see them. My Facebook and Twitter feeds know me well. They share
articles related to creative ads. I try to get more information about ads that inspire
me. Right now I am in the stage of being inspired. Someday I would like to be the
one inspiring others.
I share my posts on Facebook and LinkedIn. I also post some on Twitter and
tweet at re-tweet accounts such as @BloggerBees.

9. Tools: Identify the specific social media networks you will use to
promote your content and engage with your audience. Dont just use
the all. Use the ones where you feel your audience will be.
Tool

Yes/No

Facebook

Yes

Twitter
LinkedIn

Yes
Yes

and
students, right age group,
have groups in the field to
share it with.
YouTube
No
Google+
Yes
Pinterest
No
Instagram/Flicker
No

Rationale
Right age group, visualorientated format
Re-tweet accounts,
I am in advertising and
connected with ad
professionals

Not creating video content

Blogger is connected to it
Wrong demographics
No link compatibility.
Have website link
but dont

on there
share specific
posts.
Other (please detail)
Pick one monitoring tool as well from what we discussed in class
Google Analytics
Once I have my blog longer the information will
be more relevant.

10. Strategies and Tactics: Determine what strategies you will use to
generate interest, start the conversation and keep it going, generate
traffic to your blogspot, and achieve the goals you have established for
your social media presence. Outline the tactic you will use to make that
happen. Think about the STEPPS from the Jonah Berger Contagious
book. Can you find ways to incorporate those here?
Strategy: Share inspiration and creativity with people in my field or going into it.
Tactic: Share my articles with my professional contacts. Do more with LinkedIn
forums. For more pop culture posts use Twitter re-tweet accounts to bring in
interest from other bloggers. My content is useful and interesting. It can evoke
emotionat least good advertising does.
11. Measuring Success: Determine how you plan to measure your sites
success. Be sure to use the blogspot metrics we discussed in class,
but then also add some of your own. Identify specific metrics you will
be viewing to determine your social media success and detail what level

will determine success. See example below of how you should detail
your success measures.
I want to double my page views per post. This means I am hoping for 40-100
pages views on average per post. I would like to start generating comments.
Within the first six months of posting I would like to have 3-5 comments per
post. I also need to start generating followers. I want people to come back to
my site, but I also realize my light users are very valuable. After a year of
continuous blogging I would like to have 500 page views per post.
12. Off-line: Describe how you will integrate your social media plan into
your off-line marketing activities. Social media should not exist in a
bubble but should seamlessly integrate into your off-line strategies as
well. Think of how you can use social media to support, inform, and
engage people with off-line marketing as well.
Word of mouth is important. I need to share my blog with friends and family. I
also will have a link to my blog on my business cards. I can give this to other
professionals and potential employers. My content should inspire other
professionals by providing them with a collection of creative ads.
13. Timeline: Detail a timeline for the major tasks of your plan. Thinking
through this part of the plan helps you to narrow down and work on
those tasks that will help you to achieve your goals. (for this project
make time line go from beginning of semester to end of semester you
may detail it further if you plan to continue with your blogspot)
November
-Have Laura the Explorer photo gallery page on blog
-Thanksgivingfood ads
-AWNY Career Conference- NYC- Nov.19-21
-Whats going on in Times Square?
-Portfolio advice
-Promote blog to potential employers
-Black Fridayhow retail gets traffic in
December
-Link blog to professional portfolio
-Christmas
-New toydrawing pad
-Playing with design
-Charityads that promote good causes
-Advertising book reviews
January
-Begin A Sentence A Day
-New Years Resolutioncareer goals

-Journalism Mass Communication- capstone project- Ad Women- Career

conference for Girl Scouts of WNY
-Start archiving some design and writing samples on blog (WIP, best finished
pieces in portfolio)
February
-Snowboarding, winter sports
-Valentines day ads, love, relationships
-Spotlight on creative ad professionals
-Create mock ads, parody
-My birthday- February 11th
March
-Spring breakerssomething relevant to where we are going and to vacations
-Create mock ads
-Follow more advertising field blogs
April
-American Advertising Federation student competition in NYC
-AMA trip to Boston, career networking
-Interviewing for jobsadvice
-Create mock ads
-Easter
-Honors Project- presentationshare project on blog and in portfolio
May
-Graduatinggoing from being a student to entering workforce
-Reflection on SBU, overview of advertising curriculum
-Spotlight on ad professors
-Career goals
-Create mock ads
June
-Where in the world will I be? what agencies am I interested in?
-Career development/ applying reflection
-New technology and trends
-Create mock ads
July
-Career development reflection
-Fourth of July
-Propoganda ads from different countries
-Create mock ads
August
-Career development reflection

-Outdoor advertisements
September
-Career development reflection
-Back to school ads
October
-Career development reflection
-Halloween ads