Alexandra Chavez Branding Reflection
I did well on defining my personal brand and creating a slogan for my LinkedIn page. Also, repurposing my Facebook channel to connect with colleagues in the future by creating a fan page. However, my Instagram need some changes because it losing it main purpose and I think that adding additional niches within the same platform could help to make a clear statement.
R15 Client- Project Learning Insights
This project helped me to learn and apply social media marketing tactics that I was not aware of.
I discovered that the basic contact information about social media platforms is very important. For instance, having an effective bio, a physical address, email, and a phone number on your business page are very important for creating trust and awareness of your brand.
Also, I learned that before posting any type of social media content, you need to have a clear objective and set goals how to achieve that objective. But before creating content, it is necessary to study your current audience and know what kind of audience you want to attract. And one thing that astounded me was how measure your impact of your content and understanding KPIs to plan and optimize your social media marketing strategy.
Global FC’s social media content is managed by the director of the organization. She communicates with staff department coordinators to decide who is going to be posting each day on the social platforms. So, the Hootsuite Planner could be a powerful tool to organize all social media content on weekly basis.
Global FC continuously post about soccer matches, education events, campaigns for financial support, and volunteer recruitment on their social media. They could use the planner to visually plan their posts, preview scheduled posts, and share it in all their social channels of choice from one place without the need to go on each channel and post. This option could save them time from exchanging emails back and forth and avoid searching through department files for the saved drafts of their posts.
Also, Hootsuite Planner allows individuals and organizations to create posts within the planner. This feature allows any admin member with Hootsuite account to easily draft, duplicate, delete, or make any necessary adjustments before the posts go live on their networks. This option could be useful for team members that are collaborating on a specific campaign to share their feedback or rearrange information when needed. Once, their posts go live, they could see their post-performance on Hootsuite Analytics by prebuilding templates to collect the desired data such as engagement, actions taken from their posted content that are paid or organic. This data could be used to review their social media content strategy and measure their KPIs more effectively.
Note: currently have my personal LinkedIn. I might use this tool more adept once I create my photography business pages.
R13 SOCIAL MEDIA LEARNING EXPERIENCE
Before diving into the Social Media Course, I thought that social media advertisements were spectacular digital art that gets people’s attention. Every time when I scrolled through my social media feed and ran into advertisements, I asked myself, how do businesses make their ads so creative and get you connected to their web page instantly?
I did not have any idea about the strategic planning that goes behind social media ads. So, the key topics that I was most drawn to were optimizing social media profiles and social content marketing.
For instance, I learned the importance of optimizing your social media profiles to capture traffic and engage with your audience. It is not only about posting high-ended visuals but written content as well. I did not know how vital it is to have SEO- friendly keywords in your bio to make your brand discoverable when people are searching for your products and services.
Also, I learned how important it is to have a social media strategy in order to have brand recognition, thought leadership and lead generation. Knowing your current audience in your social media platforms could help you plan your business objectives and budgeting for your marketing ads.
Based on these topics, the most valuable modules in Hootsuite Academy where Chapter 2 Optimizing Your Social Media Profiles and Chapter 3 Social Media Strategy A to Z. They not only helped me to create a social media marketing strategy for my client project but also helped me to gain a better understanding of how to effectively apply marketing tactics in social media for my personal brand and create a social content strategy in my path to entrepreneurship.
Hootsuite Social Media Certificate:
Facebook, Instagram, and Snapchat are the three social media platforms that I engage the most since they are mobile friendly and easy-to-access. The type of advertisements that target me on these social networks are ads from companies that I make online purchases from or ads that are suggested to me based on the things that I look for on the marketplace feature on Facebook.
For instance, the most recent ad that appeared on my Facebook newsfeed was a collection advertisement of auto dealer. It caught my attention because I have been searching for a car for the last couple months. The picture of a new and glossy SUV caught my eye and looked over the pictures but instantly withdrew my interested because the headline read “Hyundai of Jefferson City”. The add itself looks great. The high-end pictures are eye catching and the promotion of buying a car from them sounds promising, but I do not think that Hyundai does a good job on its targeted demographic. I live in Harrisonville and for me to test drive any of their vehicles is a three-hour drive to get to the dealership location. So, I think Hyundai of Jefferson should go to the Facebook ad center analyze the link click to its website and redefine its location demographic from there.
On snapchat, I saw a Kohl’s ad between viewing the stories of my contacts. It was an advertisement of a special discount on beauty items. Kohl’s did a great job identifying its market segmentation. It paid attention that I was a female and I spoke Spanish and a 50% discount on selected beauty items sounded like a good deal and the swipe up tab took me directly to its online store. The marketing tactic that Kohl’s uses can be measure on the snap pixel which is a code that can be easily added to the tag manager and read the information of the campaign’s performance.
Instagram in the other hand, it showed a Macy’s carousel of discounts of the season on my feed. The items that Macys displayed on the carousel ad were women’s shoes, a ninja blender, and a treadmill. I think Macys does a well job tracking my last purchases because it suggests items that I might be interested. The shop now button makes it easy to access it online store. Macys can view its performance of the promoted ad on the Instagram insights feature, it shows how many profile visits, messages, and visit to its website gets.
GLOBAL FC AD CAMPAING SAMPLES
TWITTER: Target segmentation for the campaign is people in the U.S and Kansas City Area that are interested in social issues and want to make the world a better place. The age range would be from 21-65 that are employed. The budgeting will be based on the promoted tweet starting at $.50 per action. So, $20will reasonable to start off since Global FC doesn’t have that many followers.
TWITTER IMAGE CAPTION: Global FC is an organization in Kansas City Youth that helps youth refugees in their journey to start a new life away from conflict and persecution using soccer as tool for their development. To learn more here: https://www.globalfutbol.org/what-we-do/soccer-programming/
FACEBOOK: The ad campaign is for getting volunteers for the youth programing. The age target will be from 18-65year old. This ad will target young adults that are in college and family members that love to serve in the community. The ad will be posted for 2 days during the week for a month. The cost starts at cost $11 dollars per day with a total of $44 dollars for a month.
INSTAGRAM: This add will target all Global FC followers. The purpose is to sell merchandising to collect monetary funds. It is going to be a 3-day sale starting on a Friday and ending on a Sunday. The cost for promotions on Instagram starts at $5 dollars, so the total cost will be $15.
The United Nations High Commissioner for Refugees agency in the United States (UNHCR|USA) states that by the end of 2019, there were about 26 million refugees across the globe of which approximately half of them were under the age of 18. These individuals have been forced to leave their home countries because of political conflicts and persecution.
In their search to find a new home, refugees encounter innumerable challenges of resettlement in a new country that it is not their own. Particularly the youth struggle to transition into a new land. Some of the key factors that affect their adjustment of resettlement are limited education, mental health, and isolation in their host community.
Therefore, it’s important for education institutions to acquire teachers with experience in various cultural backgrounds like the refugee students. Learning about the students’ cultural background can help to better understand them and help them through their career endeavors. Also partnering with community organizations for youth to engage with people with different socioeconomic and cultural background to build their confidence and sense of belonging.
TWITTER STATUS: Learning about the common struggles of refugee youth in America.
FACEBOOK STATUS: Common struggles that refugee face through their transition from escaping conflict and persecution.
INSTAGRAM STATUS: The life challenges of refugee youth. #refugeeyouth #support #communityawareness #supportunderservedyouth
https://www.unicef.org/migrant-refugee-internally-displaced-children
https://www.unhcr.org/en-us/figures-at-a-glance.html
Content marketing is a vision of how you want to make your brand or business stand out from competitors. It is displayed in a variety of creative visuals such Gifs, images, written captions, and blog articles. Well thought content cannot only increase revenue for your business but it becomes more valued by the increased attention of your customers. Your current audience or customers consume this content of marketing in the form of entertainment, education, and inspiration that leads to advocacy and more exposure of your business.
A couple years ago, I discovered a beauty entrepreneur and social influencer named Clarissa Reyes. I am not necessarily interested on the latest trends of beauty but my motivation to follow her on social media is her vision as a female entrepreneur and her lifestyle. Her Instagram page looks well organized with high end pictures and videos and post consistently on IG stories. 
For instance, when she launches a new product, she makes a video content to display the backstage of a beauty look with new the product. Also, She portraits her discipline and worth ethic as entrepreneur. This creates trust for her current audience and potential customers buying the product. And viewers like myself, to spread the word to people that are into the latest trends of beauty
https://www.instagram.com/p/CMqSEP8HLF0/?utm_source=ig_web_copy_link
Another key point to Clarissa Reyes strategic content on social media posting work collaboration with tv faces. This allows her to boost the marketing of her business by reaching more people with the opportunity of new potential customers.
The importance of creating your social media strategy around your business goals and objectives and understanding the needs of your audience is crucial. This creates a clear brand statement and leadership to your organization.
Global FC wants to increase the number of likes and followers on each of its social platforms. The content with greater impressions has been content that shows current updates of soccer tournaments and the soccer team performance updates. This reflects that soccer is the main attraction for engagement and another reason that support this is that the organizations’ online community is slightly outnumbered by men. This means that there is more soccer fans that are men. However, the ideal audience that Global FC wants to attract are individuals that want to engage in volunteering and supporting its mission which supporting underserved refugee youth’s development.
I have suggested the following, but I will encourage some additional key points
INSTAGRAM, FACEBOOK & TWEETER
– adding at least 9 hashtags on a comment on every post to expand its reach to new fans such as: #GlobalFCKC #Hopeinplay #coaching #mentoring #education #tutoring #volunteers #kansascitynonprofitogarnizations #KCharities
-Re-share engagement of audience on stories. For instance, if the organization is tagged on a story from an audience member, re-share that on the story. It will not only make the audience member feel valued but get more chance of increasing more reach.
– Engage with audience by replying on their comments and commenting on other organization pages that you follow.
-Mixing Soccer content with Mentoring & Education. For instance, what is a typical day of an underserved youth at Global FC. When are the programing approaches take place?
I think this suggestion will work not only to gain reach, but it will also create organic audience.
The metric to measure this will be through the awareness metric. Each platform provides insights and analytics for a reporting period of choice. A weekly report will be effective to keep track of how posts and engagement are performing to see what is working and what is not.
The social community that I chose is Jewish Vocational Service since it appeared on the page watch feature on Facebook. This social community like Global FC focuses on supporting refugee resettlement in the U.S. but with mainly attracting the adult group that could benefit from its services.
Besides owning a website for their organization, Jewish Vocational Service also have Facebook and LinkedIn. Both platforms are exceptionally clean and professional stating its mission statement. The audience that this organization attracts are individuals that support humanitarian services and immigration rights. They are successful because they could easily reach their network to leverage advocacy to their organization.
For instance, I noticed that 5 individuals from my network likes their page on Facebook. These individuals are an advocate for migrant rights and reconciliation, an immigration attorney, a social worker, a CEO of non-profit supporting a similar cause, and individual supporting humanitarian service. This means that they are fans that could be used by giving positive recommendation that could increase their conversion and social community impact.
As for my Client- strategy, I could use this same advocacy strategy by searching for individuals and organizations that have interest in humanitarian services and reach out to them to build social media connection. Also, creating a post to ask for help since Global FC needs volunteers to help youth with tutoring, mentoring, and soccer training.