On-line and Social Media Strategy The Personal Brand of Gary Robert Kane

On-line and Social Media StrategyOn-line and Social Media Strategy

The Personal Brand of Gary Robert The Personal Brand of Gary Robert KaneKane

The CompanyThe Company

GrinToronto is the personal GrinToronto is the personal brand of Gary Robert Kane, brand of Gary Robert Kane, a graphic and web designer, a graphic and web designer, photographer, artist and photographer, artist and blogger in Toronto, Canada.blogger in Toronto, Canada.

DiscoverDiscover

• The Vision:The Vision: Increase my visibility and presence and differentiate myself Increase my visibility and presence and differentiate myself from my peers by creating a cool, interesting and educating online from my peers by creating a cool, interesting and educating online community using social media tools to primarily drive visitors to my community using social media tools to primarily drive visitors to my website blog. As my presence increases I wish to expand my business website blog. As my presence increases I wish to expand my business opportunities and increase my compensation, fees and sales in the case opportunities and increase my compensation, fees and sales in the case of artwork.of artwork.

• Landscape:Landscape: The Toronto area is currently saturated with Graphic and The Toronto area is currently saturated with Graphic and Web Design professionals. Many of these designers have blogs featuring Web Design professionals. Many of these designers have blogs featuring their work.their work.

• Business Situation:Business Situation: I am the sole stakeholder and have been I am the sole stakeholder and have been freelancing for the past 5 years with a decreasing cliental. The majority freelancing for the past 5 years with a decreasing cliental. The majority of Business opportunities are from Word of Mouth. There is no budget for of Business opportunities are from Word of Mouth. There is no budget for convectional advertising channels. I have been active on a few social convectional advertising channels. I have been active on a few social media channels on a personal level. media channels on a personal level.

PlanPlan• Assessment:Assessment: My (GrinToronto) core target audience is My (GrinToronto) core target audience is

college/university educated people aged 25-60 who are proficient college/university educated people aged 25-60 who are proficient with technology and an interest in photography, design, art and with technology and an interest in photography, design, art and technology. Because of social media’s global reach I will be technology. Because of social media’s global reach I will be targeting my core audience to english speaking people globally. targeting my core audience to english speaking people globally. My social strategy is to attract this audience.My social strategy is to attract this audience.

• Strategic Plan:Strategic Plan: The strategic plan for GrinToronto is to engage The strategic plan for GrinToronto is to engage my core audience through the consistent use of social media my core audience through the consistent use of social media tools/apps to deliver regularly scheduled information and content. tools/apps to deliver regularly scheduled information and content. To monitor engagement through and adapt to my audience To monitor engagement through and adapt to my audience comments. Build a strong relationship with my audience to comments. Build a strong relationship with my audience to promote my brand. promote my brand.

• Stakeholder Map:Stakeholder Map: I am the primary stakeholder for GrinToronto I am the primary stakeholder for GrinToronto brand. Associated stakeholders include clients, friends and family.brand. Associated stakeholders include clients, friends and family.

ActActOrganization:Organization: The GrinToronto social media The GrinToronto social media strategy is a one year plan that will be coordinated strategy is a one year plan that will be coordinated and implemented by me (Gary Robert Kane). Advice and implemented by me (Gary Robert Kane). Advice and assistance may be provided by associated and assistance may be provided by associated stakeholders.stakeholders.

Tools & TechnologyTools & Technology• WebsiteWebsite


• BlogBlog


• BlogBlog

• FacebookFacebook


• BlogBlog


• TwitterTwitter


• BlogBlog


• TwitterTwitter

• PinterestPinterest


• BlogBlog


• TwitterTwitter


• YoutubeYoutube


• BlogBlog


• TwitterTwitter


• YoutubeYoutube

• FlickrFlickr


• BlogBlog


• TwitterTwitter


• YoutubeYoutube

• FlickrFlickr

• MobileMobile


• BlogBlog


• TwitterTwitter


• YoutubeYoutube

• FlickrFlickr

• MobileMobile

• Google Google TrendsTrends

• Google AlertsGoogle Alerts


• BlogBlog


• TwitterTwitter


• YoutubeYoutube

• FlickrFlickr

• MobileMobile

• Google TrendsGoogle Trends

• Google AlertsGoogle Alerts

Best Practices: Best Practices: Increasing my brand presence on the targeted Increasing my brand presence on the targeted social media platforms by providing my audience social media platforms by providing my audience with quality and interesting content. This will with quality and interesting content. This will assist the engagement of the audience and assist the engagement of the audience and increase my business opportunities and income.increase my business opportunities and income.

OptimizeOptimize• Performance Management: Performance Management:

I will be producing the content and monitoring community I will be producing the content and monitoring community created content. created content.

• Benchmarks: Benchmarks: Followers/Visitors/Members will be measured monthly for Followers/Visitors/Members will be measured monthly for increase.increase.

• Continuous Improvement: Continuous Improvement: Audience engagement will be closely monitored and Audience engagement will be closely monitored and changes made to the strategy during the year to keep changes made to the strategy during the year to keep audience increase on track.audience increase on track.

– – Mitch Joel, president of Twist ImageMitch Joel, president of Twist Image

““Once you can understand where the Once you can understand where the conversation is, who leads, the type of conversation is, who leads, the type of

voices and the best place for you to voices and the best place for you to add your voice, you can then start add your voice, you can then start

becoming a more active participant.”becoming a more active participant.”

FiFinn

Documents

On-line and Social Media Strategy The Personal Brand of Gary Robert Kane