OmarJohnson
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The document summarizes Omar Johnson's proposed digital marketing strategy. It finds that currently no influential African American or hip hop culture representing CMOs are present on social media. It recommends positioning Omar Johnson as a role model for these demographics. It proposes an editorial calendar for his social profiles, including posting inspirational, career advice, and day-to-day CMO life content regularly. It also suggests leveraging publications and celebrities to engage 5-10% of their audiences and provides sample social statistics and engagement times.
OmarJohnson
- 1. Omar Johnson Digital Marketing Strategy (2015)
- 2. http://www.forbes.com/sites/jabezlebret/2014/09/18/top-50-cmos-by-social-influence-in-2014/ In September of 2014, Forbes compiled a list of the top 50 CMOs by social influence. They found that CMOs are slow t o a d a p t t o n e w m e d i u m s o f communication. They stress that CMOs should interact with their target audience more hands-on through social media outlets. This can help create more effective marketing strategies for their brands. Notable Statistics of the list: ≒ 66% are men ≒ 0% are African- American Men ≒ 0% represent hip-hop culture and entertainment ≒ CMOs are most relevant on Twitter
- 3. Rank CMO Company Twitter Handle 1 Jacqueline Parkes MLB @JParkesMLB 2 Amber Osborne Mesh鍖re @MissDestructo 3 Ville Tolvanen Digitalist Network @villetolvanen 4 Margaret Molloy Siegel+Gale @MargaretMolloy 5 Cheryl Burgess Blue Focus @ckburgess 6 Alan See DocuStar @AlanSee 7 Marcel LeBrun Senior SVP & GM, Salesforce Radian6 @lebrun 8 Ian Gertler Symplegades @IanGertler 9 Kirby Wadsworth Limelight Networks @AceSage 10 Jonathan Becher SAP @jbecher 11 Lisa Petrilli To Be A Women Inc. @lisapetrilli 12 Harry Arnett Callaway Golf @HarryArneACG 13 Jon Iwata IBM @coastw 14 Kathy Savitt Yahoo @ksaviA 15 John Foley Grow Socially @johnfoleyjr 16 Kieran Hannon Belkin @kieranhannon 17 Jeremy Burton EMC @jburton 18 Beth Comstock General Electric @bethcomstock 19 Chris Herbert Mi6 Agency @B2Bspecialist 20 Lynne J Johnson Consumers Credit Union @MoJoCMO 21 Je鍖rey Jones Target @jjones 22 Jascha Kaykas- Wol鍖 BittTorrent @kaykas 23 Stacy Martinet Mashable @stacymarHnet 24 Blair Christie Cisco Systems @BlairChrisHe 25 Kent Hu鍖man Servergy @KentHu鍖man Rank CMO Company Twitter Handle 26 David Alston Introhive @davidalston 27 Chris Dolnack National Shooting Sports Foundation @chrisdolnack 28 Brian Kardon Lattice Engines @bkardon 29 Karen Quintos Dell @KarenDellCMO 30 Joel Warady Enjoy Life Foods @EnjoyLifeCMO 31 Yusuf Mehdi xBox (Microsoft) @yusuf I mehdi 32 Antonio J Lucio Visa @ajlucio5 33 Ann Lewnes Adobe @alewnes 34 Caroline Taylor IBM Europe @green goddess 35 Martyn Etherington Mitel @mitel cmo 36 Ken Cohen VP of Public/Govt. a鍖airs, Exxon Mobile @KenPCohen 37 Sheryl Green Mary Kay @SherryAG 38 Gordon Plutsky King Fish Media @GordonPlutsky 39 Annie Tsai DemandForce @meannie 40 Gail Nelson Guidepoint Global @gail nelson 41 Elisa Steele Jive Software @elisasteele 42 Nikesh Arora Recently moved to Softbank (previous CMO) @nikesharora 43 Hope Frank Codenomicon @HopeFrank 44 Chris Lorence Ind. Comm. Bankers of America @ChrisCommando 45 Dr Chris Boorman Huddle @CHBoorman 46 Rod Brooks PEMCO Insurance @NW Mktg Guy 47 Paige ONeill SDL @paige oneill 48 Anne Finucane Bank of America @AnneFinucane 49 Stephanie Fierman MediaCom @steph鍖erman 50 Jonathan Fitzgarrald Greenberg Glusker @JRFitzgarrald 50 Influential CMOs on Social Media
- 4. Top 3 CMOs Social Profiles
- 5. ≒ 18.3K Followers Avg- .67 Tweets/day NO other Social Networks Jacqueline Parkes - Major League Baseball
- 6. Amber Osborne - Meshfire ≒ 30.3K Followers Avg - 22.22 Tweets/day 2.8K Followers ≒ 1,539 Fans ≒ 500+ Connections ≒ www.missdestructo.com
- 7. Ville Tolvanen Digitalist Network 9.8K Followers Avg- 44.44 Tweets/day 824 Followers n/a 500+ Connections www.villetolvanen.com
- 9. Current State 576 Followers 11.7K 500 + connections We find that there are no influential male CMOs who are African American on social media. Also, there is not one person in a CMO position, representing positive hip-hop culture. Currently, there is no influential marketing role model on social media that can speak for our culture. Omar Johnson should be positioned as an inspiring role model for the black community and anyone who loves hip-hop culture. His social media presence should involve: ≒ Products ≒ Career advice ≒ Marketing Tips ≒ Sports/Entertainment/Music News ≒ Life journey ≒ Day to day as CMO
- 10. Twitter/IG Stats http://www.mediabistro.com/alltwitter/social-best-times-post_b49546 http://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570 Best time to post to Twitter/IG: Midweek after 5, Weekends 1-3pm, after 5 Publication Leverage ESPN Twitter Stats 14.8 million followers Billboard Twitter Stats 2.25 million followers
- 11. Celebrity Leverage Lebron James Instagram Stats 8 million followers Avg. Likes/Photo - 235,896 Engagement/Post 236,948 Best Day for Engagement Tuesday 4 - 5 pm P. Diddy Instagram Stats 3.7 million followers Avg. Likes/Photo 34,654 Engagement/Post 33,835 Best Day for Engagement Wednesday 4 5 pm www.simplymeasured.com
- 12. Celebrity/Publication Leverage Gain exposure to 5%-10% of engaged audience from large accounts. Target Social Site Name Avg. Engaged Audience % of Avg. Engaged Audience # of Potential Audience Instagram LeBron James 3% 5% - 10% 11.8k 23.7k P. Diddy 1% 5% - 10% 1.7k 3.4k Twitter ESPN 1-3% 10% 14.8k 44.4k Billboard 1-3% 10% 2.3k 6.8k
- 14. Monday- #OmarJohnson Inspirational Quote Inspirational Meme Tuesday Sports/Ent./Music Compelling posts from publications; ESPN, Billboard, Complex, Entertainment Weekly Photos with artists and athletes Wednesday Marketing Tips/Career #SimpleMarketing Compelling posts from marketing professionals; Adweek, Simply Measured, Entrepreneur, Forbes Thursday Personal Journey ≒ #TBT ≒ #TBT Friday Day to Day (CMO Life) ≒ Travel/Panel and Community Events ≒ Business Meetings/Office Photos
- 15. Saturday/Sunday - Products New Campaigns #SoloSelfie Upcoming campaigns New Products Solo Wireless Upcoming Products Other brands Nike Revolt Sports Center Celebrity Photos LeBron P. Diddy
- 16. Sample Month Frequency- Twitter: 7 posts/week IG: 3 posts/week
- 17. Sample Week Example Content Log #OmarJohnson #OmarJohnson