Jordan Giza

March 20, 2015

Project Proposal
Social Media Campaign- Influmedia
Abstract:
For the final project in my Senior Capstone class I have chosen to do a
standing social media campaign for an up-and-coming marketing agency named
Influmedia. The social media campaign will utilize two social media networks,
which will be Twitter and Facebook. Influmedia focuses solely in sports
marketing, and will be launching its company website within the next couple of
months. This company and the service it provides is a part of a new approach in
the marketing world thats called influencer marketing. The first thing that needs
to be identified is what service Influmedia actually provides. Influencing the
consumers to buy products from Influmedias clients is the strong point of
influencer marketing, and companies like Influmedia achieve this by being an
effective middleman between the companies wanting exposure and the
consumers. There will be examples to help identify what Influmedia provides as a
company shown later in this proposal, but to help further define what influencer
marketing is, here are quotes that the owners of Influmedia used from Wikipedia
to help me understand what their service is.
Influencer marketing is a form of marketing that has emerged from a variety of
recent practices and studies, in which focus is placed on specific key individuals (or types
of individuals) rather than the market as a whole.
Influencer marketing, as increasingly practiced in a commercial context,
comprises four main activities:

Identifying influencers, and ranking them in order of importance.

Marketing to influencers, to increase awareness of the firm within the

influencer community.
Marketing through influencers, using influencers to increase market

awareness of the firm amongst target markets.

Marketing with influencers, turning influencers into advocates of the
firm. Wikipedia

The ultimate goal is to build a social media presence that engages

Influmedias target audience of prospective clients. The purpose of these social
media networks is to serve as a direct link guiding potential clients to
Influmedias website that will be launching soon (as I stated earlier). The target
audience for Influmedia are the representatives of sports companies such as:
Adidas, Nike, McDavid, Under Armour, and so forth. The representatives of these
companies would be marketing managers, social media directors, digital
marketing managers, etc. Getting this audience to Influmedias website through
the social media accounts Ill be creating will allow them to fully understand the
service that Influmedia provides. Once these potential clients get an
understanding for what Influmedia can provide them with, the likelihood of
closing a deal increases greatly.
The four components of this project will consist of research, planning,
implementation, and evaluation. Theres still research that needs to be completed
in order to fully understand the most effective ways to attract Influmedias target
audience. Once the research portion is completed, I will begin creating the actual
campaign and choose what objectives, strategies, and tactics will have the most
impact. The implementation portion of this project might contain the actual

content of social media posts, or it may just be examples of content I would be

posting. All of this depends on whether or not Im able to create the Facebook and
Twitter sites within the time given. Since Influmedia wants these social networks
(Twitter & Facebook) to lead potential clients to its new website, the evaluation
part of this will be determining if the campaign was successful based on the
increase of views its website receives over a one month period.
Description:
This project will be a work of strategic communication, utilizing two
social media networks, which are Twitter and Facebook. I plan on locating and
engaging the target audience for Influmedia by implementing strategic
communication using social media.
The purpose for me choosing this project is actually really exciting. One
of my best friends works for Influmedia with two other people, and has asked me
to come up with the social media campaign for Influmedia since they dont
currently have one. This provides me with an opportunity to show the
people/company, whom I hope will be my future employer, what I bring to the
table, and how I can benefit them in the long run.
Examples:
Although influencer marketing has only begun increasing its popularity
within the market, there are good examples that imitate what my goals are for
Influmedia. The first example I found was an influencer marketing company by
the name of TapInfluence. This company provides the same service as Influmedia,
and also has active Facebook and Twitter accounts. The Facebook for

TapInfluence has 6K likes, and its Twitter account has about 10k followers. The
About section on TapInfluences Twitter states, The platform connecting brands
and online influencers for compelling, authentic social content creation,
distribution, and engagement. I searched through the type of people that
TapInfluence is following on their Twitter, and I found a number of job titles that
fit the description of Influmedias target audience. Jobs such as: Marketing
Director, Director of Social Media, Web Marketing Specialist, Chief Digital
Officer, and more. I believe this companys having success over social media due
to the type of content theyre posting. TapInfluence isnt as concerned about
sharing what theyve accomplished; this company shares content that includes
where influencer marketing is going, what to look out for while involved with
influencer marketing, posts shared by other people describing how TapInfluence
helped them, and so forth.
Another example of an influencer marketing company is Webfluential.
This company also has an active Facebook and Twitter, and their mission is
Creating new relationships between customers and brands through influence.
This company has about 2.5K likes on Facebook, and 2.8K followers on Twitter. I
believe this company has only recently started using these social media platforms
(Twitter & Facebook) because they only have 711 posts on Twitter with 11
photos/videos, and only have a total of eight photos on Facebook. Im beginning
to notice a trend developing with influencer marketing companies having success
on social media, and thats the type of content they share with their audience.

Much like TapInfluence, Webfluential posts more content and shares more photos
that explain the success influencer marketing is having altogether. Webfluential,
or any other influencer marketing companies, rarely share posts about themselves
explaining how great they are.
The last example I have is a company by the name of Snapfluence. This
influencer marketing agency has worked with major brands such as: Hersheys,
Nokia, Dicks Sporting Goods, and ESPNW to name a few. Snapfluences website
describes the company as Representing a community of lifestyle Instagrammers,
bloggers, thought leaders and visual artists who have built authentic followings
online. I believe this is a good example because Snapfluence does exactly what
Influmedia does, except they provide exposure for brands using Instagram
accounts. Snapfluence does not have a Facebook, but they have a Twitter, and
Instagram. Im inspired by what this company is doing because of the success
theyve seen being creative and innovative with Instagram. Instagram is a social
media platform that I would love to develop for Influmedia in the future, and I
think Snapfluence is a company I can use to help guide me when that time comes.
This project is a standing strategic communication campaign using social
media thats related to what a PR professional would produce. The channels of
communication I will be using are Twitter and Facebook. However, if Im able to
accomplish more within the required deadlines for this project, I will also use
Instagram and LinkedIn as other channels of communication for Influmedia.
Influmedia will fund this social media campaign if there happens to be any need
for payment, but since social media networks are free, there shouldnt be any

money spent to complete this. I will hopefully be the one sustaining the social
media sites after the campaign is finished. Influmedia is the company I will likely
work for once Im out of school, and although Im heading to Germany, I would
be able to successfully keep the Twitter and Facebook running. If that doesnt
work out, one of the gentlemen involved with Influmedia will take over the social
media sites for the company.
The audience this campaign is targeting consists of social media directors,
marketing directors, web marketing specialists, marketing managers, digital
marketing managers, and so forth. This means that they can come from anywhere
geographically, as long as they serve or operate within the niche market of sports.
A couple examples of people who Influmedia has reached out to are Zach Soskin,
who works in the digital marketing and brand communications department for
Adidas, and Doug Wisner, who is the product/marketing manager for McDavid.
Logistics:
The components of the project that I need to complete are research,
planning, implementation, and evaluation. I will begin with researching and
gaining more knowledge about the business-to-business service that Influmedia
provides. The next step will be completing more research about the target
audience for Influmedia. After that, I will need to determine the most strategic
ways to capture the attention of that target audience, which will lead me to the
process of writing the social media plan. I will be using the social media networks
Twitter and Facebook to attract potential clients and direct them toward
Influmedias website. I will write out posts/statuses, provide pictures, etc. for the
social networks I plan to create for Influmedia. The type of stuff I will implement

includes a policy that I believe is the most effective, and that Influmedia will
abide by. For example, the content of the posts may be divided up into three
categories, which include: Posting helpful information about influencer marketing
strategies, responding to comments by followers, and then posting about
Influmedia specifically. At this current time, Im unsure if setting up the actual
accounts (Twitter, Facebook) for Influmedia will be possible within the time limit
I have to complete this project. The plan will include methods of evaluating the
success of the campaign, and these methods will develop more as the semester
continues. However, the objectives Ive currently come up with are as follows:
Twitter: Gain 500 followers, effectively lead clients to Influmedias website, make
250 posts (about 8-10 posts a day), and include at least 25 photos or videos.
Facebook: Gain 500 likes, effectively lead clients to Influmedias website, make
250 posts (about 8-10 posts a day) and include at least 25 photos or videos.
Between the two social media accounts, I believe that if these objectives
are achieved, then Influmedias website will see an increase of 700 views over a
one month period.
The week-by-week schedule I plan to complete throughout the rest of the
semester is this:
March 23-31: Researching the type of content that the Twitter and
Facebook account could incorporate that would effectively attract potential
clients, as well as continuing to look into other business-to-business companies to
see why theyve been successful or unsuccessful.
April 1-7: Write the campaign plan as well as establish the policy I plan to
implement and sustain for Influmedia.

April 8-14: Create examples of content for the Twitter and Facebook.
April 15-21: Meet with the partners of Influmedia and present the
campaign plan Ive written, explaining the objectives, strategies, and tactics Ive
chosen, and why I believe theyll be successful.
April 21-28: Use this week as a security blanket in case the owners of
Influmedia have any issues, concerns, or suggestions about the plan I presented
them with. The goal of this week is to get an approval from Influmedia to begin
creating content.
April 29- May 5: Begin creating the actual Twitter and Facebook accounts
for Influmedia. However, the accounts will not be available for the public to view.
May 6-12: After getting another approval from Influmedia about the
layout of the Twitter and Facebook, Ill officially launch the social media
accounts and begin posting content directed toward the target audience. This
allows me to provide actual examples of content during my class presentation.
Throughout the next month or so, depending on how smoothly aspects of
the project are being completed, I may or may not also create an Instagram and/or
LinkedIn account for Influmedia. These accounts would strive to accomplish the
same objectives as the Twitter and Facebook accounts, reaching out to the same
target audience as well.
The types of research I will need to complete will be possible through
computer, telephone, and face-to-face interaction. I will use the Influmedia
website to better understand what they want as a company. I will also try and
reach out to a company that has already benefited from the services of Influmedia,

and try to figure out how they were led to Influmedia, as well as why they chose
Influmedia to help them gain insights into the target audience.
There will only be a few people involved helping me complete this project
and that would be the staff of Influmedia. The funny thing about this project is
that its putting me in uncharted waters; this type of business is something that I
havent been taught, but I believe the information that I have absorbed from
school will help me tremendously in deciphering how to take advantage of social
medias strengths. I am already beginning to feel more comfortable with what the
partners of Influmedia want, and the direction they want this company to go. But
specifically, the courses I believe have helped me thus far include Mass Media
and Society, Principles of Public Relations, and Information Gathering. Mass
Media and Society will help me because it taught me the foundation of how
information is processed by people. By running the Twitter and Facebook
accounts for Influmedia, Im able to impact the way potential clients think and
feel about us (Influmedia). Principles of Public Relations was beneficial because
of the techniques I learned about that help make you successful; such as
effectively going through the PR process of research, planning, implementation
and evaluation. Another example is learning how to create a campaign using
objectives, strategies, and tactics, which will help me tremendously. Information
Gathering helped me learn how to complete research on the Internet quickly, and
efficiently; and also improved my writing skills. Lastly, I think by having a
background with my personal social media accounts, as well as a history in sports,
Ill be able to stay on the right path.

Evaluation:
The learning goals that I want used to evaluate my project are learning
goal number one and learning goal number four. I believe these learning goals are
most appropriate for my project because my overall goal is to create media
content that will entertain and inform potential clients, and hopefully persuade
them to visit the Influmedia website and become informed of what service is
being offered and how it could be valuable to them. Learning goal one will be
shown in my project through my campaign plan and by providing actual examples
of content that I created and have posted on the Influmedia Twitter and Facebook
accounts. These examples will be put together strategically in order to reach the
target audience. I chose learning goal number four because influencer marketing
is an emerging trend within social media, and by incorporating theories or models
like the Multi-Step Flow Model into my plan to help explain my strategic
decisions, Ill be able to support my reasoning. I want learning goal number one
to be weighted at 80%, and learning goal number four to be weighted at 20%.