H I T H E R E !
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Just a little about myself:
If I don’t travel overseas once a year, I go stir-crazy.
I might pass you on the sidewalk, I’ve been told I walk really fast.
If it were up to me, I would rearrange the living room three times a year.
I haven’t been to Brazil yet, but make the best Caipirinhas on the planet.
I don’t follow recipes. I find it constricting.
I consider dance a form of exercise.
I’m picking names for a puppy I don’t have yet.
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The 88Morgans Hotel Group
American Heart AssociationBrooklyn Heart Walk
University of Florida#IKEAMyWay
JWTStep On Up
C A S E S T U D I E S
Raising event awarenessReaching Millennials on
social mediaRaising awareness about
a disease state & driving diagnosis
Coming up with social media strategy, audit &
recommendations
Self-promotion through social media
University of FloridaBrand ME
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M O R G A N S H O T E L G R O U P
• With 14 different hotel brands, Mograns Hotel Group is struggling
with consistency and visual brand identity (VBI) across social media
channels
• Low engagement across social media platforms
• Inconsistent content strands
• Social media follower is demographically different (Millennials) from
the customer booking hotel rooms (Gen Y and Boomers)
T H E C H A L L E N G E
T H E O P P O R T U N I T Y
• The brands within the Mograns Hotel Group share a common
overarching positioning: they are hotels for The Creative Class
• The Creative class is a mind set regardless of age
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M O R G A N S H O T E L G R O U P
• Analyze the current social media ecosystem, current social
engagement, awareness and sentiment data, as well as the
audience. Conduct competitive social media listening.
• Grow a strong late Millennial following and convert to hotel
guest. Create content that speaks to The Creative Class and is
consistent for portfolio brands, yet allows for each property’s
unique character to come through
• Use influencers and Morgans Hotel Group blog: Back of
House blog as a content hub
• Ensure event activations on property align with the
creator’s mindset
• Attract local creative community to spend time at the
hotel restaurant, bar, lounge, events
• Create a tone guide to help social media managers stay on
brand with every post across every brand in the portfolio
• Convert hotel guest to social media audience through on-
property tactics and Facebook/Twitter targeted posts
T H E S O C I A L M E D I A S T R A T E G Y
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B R O O K L Y N H E A R T W A L K
• Raise awareness of the annual American Heart Association’s Brooklyn
Heart Walk within the local Brooklyn community of businesses and
influencers
• Come up with ideas that can help boost event attendance and
loyalty
T H E C H A L L E N G E
T H E O P P O R T U N I T Y
• Prime target: Gen X donate about $750 annually to charities
and share information about charities/ charity events on
• Brooklynites have seen their town go through many changes,
but in the last 10 years Brooklyn has undergone an urban
cultural shift. It became a cultural center and a “place to be” -
#BrooklynHeartStrong
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B R O O K L Y N H E A R T W A L K
• Leverage borough “pride” in promoting the AHA Brooklyn
Heart Walk via specific pre and post event tactics:
• Promoted Facebook Contest aiming at Gen X
• Twitter Influencer chat aimed at spreading the news about
the event
• Pre-event volunteer street teams
• Team up with local businesses and multicultural
organizations in Brooklyn
• Team up with Brooklyn Industries to come up with an
especially design T-shirt
• During event cook off (proceeds go to AHA)
• During event photo booth allowing participants to
automatically upload photos to their favorite social media
sites
T H E A C T I V A T I O N S T R A T E G Y
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I K E A
• Communicate the IKEA Concept to Millennials who live in urban
centers
• Break the stereotype that IKEA furniture is low quality and only
suitable for college dorms
• Increase store traffic and website conversions
T H E C H A L L E N G E
T H E O P P O R T U N I T Y
• Urban Millennials are interested in remodeling/re-decorating
that helps them express their uniqueness
• Young urbanites are moving to big cities and often live in small
apartment rentals
• Nearly 60% of American city dwellers, between the ages of
18-29, plan to move within the next two years
• There is a growing trend of people who want to remodel and
redecorate by taking basic IKEA furniture pieces and giving
them a make-over (“IKEA Hack”)
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I K E A
• The IKEA’s promise and philosophy of making everyday life
better for more people should be reflected in the social media
campaign. The campaign should address a consumer needs of
digital natives
• #IKEAMyWay - allow the customers to discover the many ways
to transform IKEA classics into pieces that are uniquely theirs
• Channel strategy:
• Pinterest: Inspiration boards and how-to pins designed to
be shared
• Facebook: targeted promotional advertising
• Twitter: real-time conversation around the promotion and
store events
• Influencers:
• Partner with Taniya Nayak, the designer from Restaurant
Impossible to create a series of videos that will be
featured in different social media channels
T H E S O C I A L M E D I A S T R A T E G Y
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S T E P O N U P
• Raise awareness of diabetic nerve pain among diagnosed diabetics
and their family members
• Drive doctor visits and diagnosis
• Drive traffic to a suggested prescription medication website
T H E C H A L L E N G E
T H E O P P O R T U N I T Y
• 1 in 5 people living with diabetes suffer from diabetic nerve
pain
• 85% of people with diabetic nerve pain say that it affects them
daily, yet they don’t get treated
• Under diagnosed diabetic nerve pain may lead to serious
complications, even death
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S T E P O N U P
• Raise awareness of the disease state through strategic
partnerships with the American Diabetes Association (ADA)
and Cedric The Entertainer.
• Team up with celebrity and actor Cedric The Entertainer to
raise awareness about the disease state and drive diagnosis
• Produce video content with Cedric The Entertainer
• Make people assess their pain by filling out the quiz located
on the website
• Team up with the ADA & news organizations to raise
awareness and increase website traffic
• Sponsor events around the country to help people asses
their pain
• Utilize ADA’s and Cedric social media presence to spread
the message through their channels
T H E D I G I T A L S T R A T E G Y
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B R A N D M E
• Effectively communicate my skills, education and experience
• Come up with a visual brand identity (VBI) and apply across all social
networks
• Lay a foundation of personal branding via social media networks
T H E C H A L L E N G E
T H E O P P O R T U N I T Y
• You’re a brand. I’m a brand. We’re all brands, whether we aim
to be or not.
• Social media is a platform for personal brand building and
reputation building
• Successful social media professionals are also thought leaders
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B R A N D M E
• Position myself as a knowledgable social media specialist
through identifying unique elements
• Strategically use social media platform to push out content
related to marketing, social and digital media
• Identify content strands for each of the three platforms
(LinkedIn, Twitter & Instagram)
• Set engagement and awareness goals across the three
channels
• Instagram: visual brand building, showcasing photography
abilities; showcase passions (travel, culture)
• Twitter: connecting with marketing and social media
through leaders; engaging in conversation; posting
relevant content
• LinkedIn: Share leadership and social media facts in an
effort to connect to prospective employers
T H E S O C I A L M E D I A S T R A T E G Y
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The 88Morgans Hotel Group
American Heart AssociationBrooklyn Heart Walk
University of Florida#IKEAMyWay
JWTStep On Up
S K I L L S
University of FloridaBrand ME
✓Social media listening & audit
✓Social media best practices
✓Positioning across social
channels
✓Channel strategy
✓Content strands identification
and content strategy
✓Event activation strategy
✓Identification social media
tactics to support pre and
post event efforts
✓Presentation skills
✓Setting priorities
✓Secondary research tools
✓In-depth target market analysis
✓Influencer partnership ideation
✓Social SWOT analysis
✓Goal setting
✓WordPress site creation skills
✓Content calendar creation
✓Scheduling content
✓Creating content (writing and
photography)
✓Website redesign and logo
design
✓Responsive site design and
development management
✓Website analytics performance
analysis
✓Setting KPI
✓Video production
✓Cross organization partnership