Robb QuinnSocial Media PlanMay 6, 2010

Katie Leaverton, Kevin Pauly, Michael O’Sullivan, Megan Sullivan

TABLE OF CONTENTS

Executive Summary.....................................................................................................................................1

Situation Analysis....................................................................................................................................2-5 Overview of the Company..................................................................................................................2 NeedsandBenefitsoftheMarket..................................................................................................2 Competitive Analysis.......................................................................................................................3-4 Challenges and Barriers to Purchase...........................................................................................4 SWOT(Strengths,Weaknesses,Opportunities,Threats).....................................................5

Target Market..............................................................................................................................................6-7

Goals, Strategies, Objectives & Tactics...........................................................................................8-14 Overarching Goal.................................................................................................................................8 Goal One............................................................................................................................................8-11 Goal Two...............................................................................................................................................12 Goal Three.......................................................................................................................................13-14

Measurement & Analytics..................................................................................................................15-16

Calendar............................................................................................................................................................17

Implementation/Final Thoughts...........................................................................................................18

Works Cited.....................................................................................................................................................19

Appendix

Executive Summary

MK Communication Solutions is implementing a social media strategy to take Robb Quinn and Studio Q from a traditional networking strategy to online, virtual, expansion; thereby, maximizing his reach in the Milwaukee photography community, grow his business, and establish Quinn as an industry expert.

Through the use of four basic social media tools, Quinn will establish a strong follower base. He will communicate to the community his stance on industry hot topics, exhibit his and his students’ work, and provide a platform to virtually connect with his existing network.

His social media presence will ultimately be linked to his professional domains: RobbQuinn.com and StudioQ.com. Revamped, reconnected, and redefined these domains will provide Quinn the professional outlet he needs to exhibit his talents in both glass photography and studio work.

The campaign is suggested to be planned over the length of a year to ensure consistent and efficient interaction with his online audience. Throughout the campaign, mid-year evaluations will be distributed to use a benchmark in re-evaluating Quinn’s basic social media tools, and introduce new ideas.

At the end of one year, MK Communication Solutions hopes that Quinn sees a measurable increase in StudioQ’s business in both profit and qualified leads. In addition, we hope that through an expanded network and meaningful content creation, Quinn will begin establishing himself as an industry expert. After the formal end of the campaign, it is our intention that through mid-year and post evaluations Quinn will adopt a long-term vision and strategy to take his social networks to the next level.

1

SITUATION ANALYSIS

OVERVIEW OF THE COMPANY

The Studio Q is located in Milwaukee, Wisconsin at 320 East Buffalo Street. The studio focuses on portrait, commercial, fashion, fine art and documentary photography in Milwaukee, Chicago and the surrounding area. It is owned and managed by founder Robb Quinn. Robb Quinn is currently the only photographer working for The Studio Q, but he does train students and is considering hiring or subcontracting other photographers. He is also considering purchasing additional studio space in the Studio Q building that can be rented to other photographers or used for events.

It is marketed as “the artist’s photographer” and positioned as the place to go to find a photographer for artists, portraits or documentary or social justice photography.

Robb Quinn also has a specialty in glass photography, which is separate from his work with Studio Q. This is a very specific, niche area. Mr. Quinn would like to market Studio Q a separate, distinct business entity from his work with glass photography.

NEEDS AND BENEFITS OF THE MARKET

Quinn’s target market is generally the those in need of studio work, although Quinn is also capable of shooting outside the studio. One of his core competencies is his talent for high-end portraits, such as corporate portraits, album covers and avant garde work. Commercial photography is another core competency, serving audiences in need of product shots and fashion photography.

Potential consumers are looking for photographers that meet the following needs:

• Lighting/studio setup • Ability to light a variety of subjects • High quality photographs • Fast turn around • Digital format • Ability to see/adapt their vision or creativity • Ability to photograph both live subjects (people) and products • Confidence, social/communication skills • Rentable studio space for other photographers

Robb Quinn has spent many years building a rapport with models and photographers. His studio, Studio Q, will soon be rebuilt to accommodate extra studio space. This will allow for other photographers to either rent out the studio for their own needs, or be subcontracted by Quinn for larger projects. Technology is also a Studio Q competitive advantage, as the work is done on high-end digital cameras, allowing Quinn to produce high quality pictures that can be turned around quickly on the computer.

Quinn’s experience photographing both live models and products meets the high standards of professional and artisan photographers and consumers.

2

COMPETITIVE ANALYSIS

One of Robb Quinn’s largest competitors is Ron Ricco, a photographer who owns a well-known studio here in Milwaukee. Ricco has spent 30 years in the industry, and has built his business on various types of work – catalog (product, food, and beverage), people, music and fashion. Ricco has successfully diversified his portfolio of work, expanding his studio through the use of new technology and talent. The business prides itself on high quality images that begin with top talent and passing through precise production.

Ricco Photography boasts a powerful clientele list including local giant Miller Brewery, Discover Card, Kohler, Dunkin Donuts, and Orbit Gum. The studio has a crew of eight members, five of whom are designated photographers. In regard to capacity, the studio’s manpower enables the firm to take on large projects that increase its visibility in the photography industry. Furthermore, its work with large accounts more than likely provides significant financial capacity to help grow the studio.

Quinn’s vision for his studio is quite similar to Ricco Photography. Quinn hopes to build his business with Studio Q by increasing work with product, fashion, and album imagery. In building in this direction, Quinn will begin to directly compete with Ricco. Social media may be a strong differentiator between the two studios. A quick online search of trending conversations proved that Ricco and his studio are lacking an online presence other than the website. These findings are not entirely surprising, as there is a strong need for online connectivity in the Milwaukee photography community as well as the industry at large.

In Milwaukee, the majority of photographers’ portfolios consist of events, namely weddings and portraiture, of high school seniors, babies, families, etc. Website content is very similar between all the competitors, generally consisting of portfolios and contact information. Quinn’s fashion photography falls into an avant garde category, where in the Milwaukee market segment he has found a first-mover advantage. Currently, there are no photographers specializing in this technique. Most businesses have a variety of specializations, fashion and advertising is popular, but not in Quinn’s unique style.

Robb Quinn also does business with glass artists, addressing a separate market than his Studio Q business. Glass photography is truly a niche market. Serving the country, Quinn has developed a unique and differentiated skill not many photographers have mastered. That said, there really are few competitors in this market. The closest photographer offering skills in both fashion and glass is Ron Ricco located in Milwaukee. Ricco’s website publicizes his studio’s segments ranging from people to things. Consequently, there is no true focus on either fashion or glass, as Quinn has marketed.

In regard to social media strategy, IceRocket was helpful in affirming what Quinn had theorized as true: glass photographers do not really commune together. In searching glass photography, I found only one blog from TableTop Studio describing shooting techniques for glass. The blog did not feel sufficiently professional, nor did it link back with the studio’s business. It seemed that this was a one-off opportunity for the studio to share their expertise. Quantitative measurements were not available.

Photography in general is a popular topic for blogs and artists alike. However, there seems to be a real opportunity in this segment for Quinn to capture. There is a void in the industry - knowledge sharing and expertise. Many photographers are discussing latest projects, techniques, and industry wisdom. The conversations are generally informal, and lack a consistency from the blogger. Additionally, there seemed to be no acclaimed industry expert speaking to the industry. The same conclusions were drawn

3

Situation Analysis

in observing microblogging. Students and professionals alike were chatting, but there didn’t seem to be a true forum to actually come together in community. The hashtag on Twitter to discuss these details is also extremely broad, #photography.

Quinn is interested in becoming an industry expert but also clearly defining his business segments. The competitive analysis reveals that there is most definitely a first-mover advantage to capitalize on in the social media realm. It is the hopes of the following strategy, that through effective use of social media tools Quinn will be able to increase his exposure, connect his community with one another, and become a leading expert in the field.

CHALLENGES AND BARRIERS TO PURCHASE

Productive Capacity

The marketing efforts of implementing the social media strategy will fall solely on Robb Quinn’s shoulders. He currently does not work with any business partners nor has his crew expanded. Using a social media strategy to expand his business will require him to consistently monitor his online presence and that of his industry. He is to keep active in trending conversations online, which will inevitably take him away from some of his professional projects. It may be in the best interest for Quinn to expand his team and assign these responsibilities to a staff member. However, as a growing business, Quinn may not be able to afford to devote financial resources to this task.

Target Market Buy-in

Quinn hopes to establish himself as an industry expert in the Milwaukee photography community and the industry at large. Currently, photographers and artists are not communing together online and related conversations are weak. It is possible that industry players possess a negative view of social media, and it may be a challenge to engage with them online. Many artists find social media outlets to reduce the quality of their work, and prefer to rely on traditional methods of networking and studio showcases to expand their businesses.

Brand Reputation

One differentiator for Quinn is his high-end work in fashion and product shots. Traditionally, his clientèle would not find social media a helpful tool in recruiting a photographer to meet his or her needs. Furthermore, many online social media tools are used by aspiring or amateur photographers as a medium to showcase work. By embracing some of these technologies, Quinn increases his brand visibility and exposes his reputation to negative feedback and criticism.

4

Situation Analysis

SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)

Strengths

• Website The website is visually appealing, easy to navigate, and has a straightforward genre listing. • Professional and competent brand Thewebsite,specifically,displayssignificantexperience,skills,andabilityofthebrand;thebrand producesprofessionalwork. • Easy to lookup/find Contact information can be found on each page of the brand’s website. • Work has a human touch • Versatile brand with much to offer

Weaknesses

• Website issues Thewebsitehasacoupleminorthingsworthnoting--misleadinglinksandredundantinformation (ie:contactinformationappearingmultipletimesonthesamepage). • Lack of social media usage makes it difficult to find brand online • Many different and unique focuses

Opportunities • Website improvement • Rent out space for in studio for other photo shoots • To use this tool of photography to work with more non-profits • To become a thought leader in the photography community • To expand education component of business • Increase SEO analysis (become an easily searchable artist)

Threats • Audience Buy-In - Slow economy, could mean less business with product/fashion shoots • Competition from local studio and freelance photographers

5

Situation Analysis

TARGET MARKET

Milwaukeephotographyenthusiasts.

Because of the wide range of services that Robb Quinn is capable of providing, there are numerous markets to be targeted. First is the local and regional photography community. This includes the people that would be requesting his services as a photographer. This includes not only clients who need photographs, but also photographers in need of studio space to shoot their own work (alternatively, sub-contract with Quinn). In addition to clients with photography needs, Quinn will also be targeting students with photographic education needs. This includes local college students, enthusiasts, and other clients with an interest in learning more about how to take photographs on a more professional level.

Consumer Profiles

Colleagues

Meet Frank, a 40-something photographer who has been active in the industry for the past 20 years. He operates his privately-owned studio in his hometown, but expands his business through extensive networking. Photography has enabled Frank to travel the world, exploring new cultures and themes through his work. Adept to change, Frank has mastered classic and new technologies of the industry. Frank, and photographers like him, has a keen ability to combine artistic talent with technical capabilities to produce high-quality photographic art. Frank’s business thrives on consumer demand for portraiture, but his true passion lie in artistic pieces like fashion, product, and music imagery. Due to the versatility of his business, Frank has honed his communication skills to translate the fantasies of his clients, neighborhood families to large corporations and even the government, into reality.

Students

Noel is an aspiring photographer attending classes at the local university. She has decided to pursue a degree in advertising, and hopes to diversify her talent through her photography passion. Through internships and one-off jobs, Noel has continued to improve her skill set, experiences, and portfolio. Currently, Noel is in search of a mentor and teacher. She is hoping through a dedicated relationship she can learn more through example, assignments, and feedback. Met with a student’s budget and time constraints, Noel has not been able to find a photographer that matches her needs.

6

Clients

Jack is a local musician who has made a name for himself in the Milwaukee community through private and public performances at bars and restaurants, concert venues, and special events. His artistic personality and flare for attitude demand the best from his professional partnerships. Jack’s music is filled with emotional complexity, and he is working to expand his reach by exploring new venues and communities to deliver his message. As such, he is searching for a photographer who can capture these complexities and create a stunning piece of art for his next album.

Quinn’s target audience: colleagues, students, and consumers. On the whole, these are men and women between the ages of 18 and 44. According to Forrester Research, these individuals are generally joiners and spectators on social media networks. Joiners, as the name suggests, create and maintain social profiles and actively check social networking sites. Spectators are more active in social media networks. Not only do they create and maintain profiles, they also are watching videos, actively reading blogs, read reviews, and listen to podcasts (Forrester). This market does not necessarily create content, instead they are on the “outside” of the social media bubble watching and consuming online content. Thus, it is advantageous to take an active approach in creating and maintaining intriguing and appealing content as the majority of his audience are regular visitors.

7

TargetMarket

GOALS, STRATEGIES, OBJECTIVES & TACTICS

OVERARCHING GOAL

To establish Robb Quinn as a thought leader in the Milwaukee photography community and increase business for the Studio Q.

GOAL ONE

Emphasize Robb Quinn’s extensive network in the Milwaukee and photography communities.

Objective

Utilize at least three social networking tools within the next six months to grow and showcase Quinn’s extensive network.

Strategy One Connect with Quinn’s existing contacts on social networking platforms.

Tactics

•Twitter - Utilize the “Find Friends” tool on Twitter to see what existing contacts are using the tool - Review lists of people contacts are following to find others

Almost60percentofQuinn’stargetmarket,individualsgenerallybetweentheagesof18and34, areusingTwitter(Quantcast).Thisisagreattooltodemonstratethepowerofhisnetwork,grow brandawareness,andestablishhimselfasanindustryexpert.

• LinkedIn - Connect with at least 50 people - Ex: Models, fellow photographers, gallery owners

ThemajorityoftheLinkedInaudienceisolderthancomparativesocialnetworkingsites-on thewhole,theagerangesfrom35to50andolder(Quantcast).Thisisagreattooltocapture theentireaudience,asTwitterandFacebookgroupshavestrongpullinhisyoungermarkets.In usingLinkedIn,Quinnprovidesaplatformforhiscontactstokeepintouchwiththegrowthofhis business and connect with one another.

8

• Facebook - Create and manage group for classes/students - Students can interact with each other about ongoing projects, ask for advice or feedback and share their work

In2010,FacebooksawhugegrowthintheU.S.market-accordingtoiStrategyLabs,Facebook’s audiencegrewbyabout145percentwithinthelastyear.Themajorityofthisgrowthoccuredin the50pluscategory,anotherstrongsuitforconnectingwithpartsofhisolderaudience. Furthermore,therearecurrentlyabout26millionFacebookusersbetweentheages18and24.Quinn can use the site to especially target the student photography community. He can attract future students,discusshisskillset,andshowcasepaststudentswork.

Strategy Two

Expand network through online engagement.

ThiswillensurethatQuinn’sonlinepresenceisbotheffectiveandefficientuseofhistimeand resources. Since relationships have been such an important way for Quinn to establish and grow his business in the past, cultivating new relationships through social media will be an opportunityforfurtherexpansionandgrowth.

Tactics

•Twitter - Add self to WeFollow directory - Utilize WeFollow.com to find tweeps - Follow: photographers and other studios, students and influential people in Milwaukee - Refer to Appendix for example tweeps - Actively participate in Twitter conversation with at least 3 tweets, 1 twitpic, 3 replies and 3 retweets per day - Create and utilize hashtag #mkephoto - Host Tweet UP for people interested in photgraphy in Milwaukee Thisisagreatstrategytogetpotentialclientsinhisdoors,experiencehisstudio,and connectwiththe“brand”.QuinncanplantohostfellowTwitters,withapeaked interest in discussing photography trends and learning more about local artists. Guests willenjoyatmosphere,smallappetizersanddrinks,music,andofcourseakeynote from Quinn. Other options for entertainment include: discussions led by COPA members, consumerround-table,orstudentexhibits.

9

Goals, Objectives, Strategies & Tactics - Goal One

• LinkedIn - Join photography related groups - Ex: Designers Talk, Adobe Photoshop Group, Photography Industry Professionals - Choose one focus group This is to ensure that Quinn’s energies will not be spread too thin. He will already be leveraging these other tools, and if the campaign is not manageable it will not be effective. - Post discussion item to at least once per week - Respond to discussions at least twice per week - Rotate among secondary groups to post discussion topics/respond every two weeks. Inbecomingaspectator,sotospeak,withthesegroups,Quinnstillremainsconnected tothesegroupmembers,engageinconversationswhenthetopicsarerelevant,andkeepa moderate visibility with these users.

While,QuinnwillalreadybeusingLinkedIntoconnectwithhisexistingnetworkhewill expandhisuseofthistoolbyexpandinghisreachintheindustry.Justasbeinginvolvedin Facebookgroups,bybecominganactivememberofLinkedIngroupsQuinnisableto connect to a wealth of professionals that have similar interests. This may offer the most significantimpacttothebottomlineofhisbusiness,asmanyLinkedInusersare alsointerestedingrowingtheirownnetworks,expandingtheirbusinesses,andcareergrowth.

• Flickr - Utilize to display student work

InourdiscussionswithQuinn,hedidnotfindthistooltoprovidevaluetohisprofessionalcareer. Alternatively,weproposethetoolbeusedtoshowcasehisstudents’work.Thus,Quinnisableto showcasehisworkasateacherandmentor,furthergrowinghisimageasanindustryexpert.

•Facebook - Become a fan of photography related pages - Ex: Rich Paprocki Photography, Eric Russell Photography, Kendra Martin Photography, Alphabet Photography, various Photography pages - Post discussion item at least once per week - Respond to discussions at least twice per week - “Like” posts as fitting - Become a fan of other photographers, studios and influential Milwaukee organizations

Showanactiveinterestinthephotographyindustry.ByleveragingFacebook,engagingwith audiences through fan pages, Quinn demonstrates a personality to his brand, and a shared interest in hispeers’workandprojects.Thesetacticsshowagenuineinterestintheonlineconversation,and connectingwiththeFacebookaudience.Aconsistentpatternofconversationandengagementwill helpestablishastrongconnectednetworkbase.

10

Goals, Objectives, Strategies & Tactics - Goal One

Strategy Three

Connect Rob Quinn’s brands and audiences interested in general photography.

Tactics

• Blog - Delicious stories can be used to brainstorm for content [see appendix for Delicious links] - Other topics: glass photography, ethics, how to get work in galleries, lighting techniques, communication with subjects during shoots, international photography - The blogging tool will be a strong tool for his existing network as well, as Quinn could pitch guest articles from his peers to appear in his post

Blogs are great tools to connect with the joiners and spectators of Quinn’s audience. They have a vested interest in the industry at large, and would be inclined to read blogs consistently.

11

Goals, Objectives, Strategies & Tactics - Goal One

GOAL TWO

Clearly define professional domains.

Objective

Increase qualified leads for Studio Q by 5 percent in the next year.

Currently, Quinn’s online presence is disjointed. There is a need to connect his online personalities without confusinghistargetaudience.Bygeneratinganunderstandingamonghisdomainvisitors,histargetmarketwill clearly understand Quinn’s competitive advantages and be directed to the correct business (freelance workorStudioQ).Inthisway,Quinniskeepinghisbusinessseparatebutisretainingtheopportunitytogrowhisnetworkandbusinessesthrougheachother.

Strategy One

Revamp RobbQuinn.com.

Tactics

• Include portfolio of work - Feature glass art

• Include links to: - Social media outlets - StudioQ.com

• Include biographical information

• Include contact information

Strategy Two

Create StudioQ.com.

Tactics

• Include portfolio of work and client testimonials

• Include links to: - Social media outlets - RobbQuinn.com

• Include history of the company

• Include contact information12

Goals, Objectives, Strategies & Tactics - Goal Two

GOAL THREE

Increase online visibility of Robb Quinn’s various brands.

Objective

Generate a 10 percent increase in “brand” awareness.

Byincreasingwebtraffic,Quinnwillimprovehisbusinessvisibilitytothemarketandhavetheopportunityto effectively compete with other area photographers.

Strategy One

Increase traffic to Studio Q website.

Tactics

•SEO

• Google AdWords - Ex: “Milwaukee Photography,” “Milwaukee Photographer,” or “freelance photographers”

This tool allows people to see the brand and be directed to the brand while at related sites. By utilizingthistool,youonlypayforanyclicksthatdirectpeopletoyoursite,soitistrackable.

• Partnerships/links between non-competing photographers to encourage mutual promotion - Ex: Wedding photographers

• Drive traffic from other social media platforms

• Google Analytics - Track trends and browsing patterns

13

Goals, Objectives, Strategies & Tactics - Goal Three

Strategy Two

Increase traffic to Robb Quinn’s blog.

Tactics

• Tag posts liberally and effectively related to individual topics - Use at least 7 tags per post

ThiswillheightenQuinn’svisibilityonline,makinghiscontenteasilysearchableandmorepopular in search results. • Comment on other photography-related blogs - Ex: “All Day I Dream About Photography”(http://www.adidap.com), “The Decisive Moment” (http://www.thedecisivemoment.co.uk), “Confessions of a Photographer” (http://bertstephani.com/blog/)

• Twitter - Utilize to tweet about new blog posts, drawing people’s attention to brand and updates

SUMMATION OF TACTICS

Quinn will mainly be leveraging four social media tools: Twitter, Facebook, LinkedIn, and blogs. The main idea is to establish a strong audience base to which he can expose his work and business strategies. Not only will his own network be able to connect with one another sharing in business expertise and industry hot topics, he will grow his network thereby expanding his businesses through recommendations, demonstrate his talent as a mentor through student work, and finally, most importantly, prove his core competencies in studio work both with people and products.

14

Goals, Objectives, Strategies & Tactics - Goal Three

MEASUREMENT & ANALYTICS

In order to ensure these objectives are both worthwhile and provide a positive impact on Quinn’s business and brand, we recommend a monthly evaluation of strategies. Quinn should evaluate the effectiveness of each tactic, and make subtle changes and adaptations to better respond to current trends or patterns.

A pretest will be conducted prior to the campaign to measure “brand” awareness of Quinn and his business. Small surveys will be distributed in photography classrooms, at industry and association meetings, and to area business. The results will provide a starting mark for campaign measurements. A post test will be conducted at the “end” of our campaign (since social media is a continuous effort this will be conducted after 6 months of implementation). The post test will contain the same questions to measure the effectiveness of the campaign tactics.

Questions:

1) Do you know who Robb Quinn is?2) Have you heard of Studio Q?3) Are you involved in photography associations/organizations?4) Why is photography important to you? a) Aspiring Profession b) Career c) I need quality photos for my business or career

TOOLS

The following tools will be helpful in gathering quantitative data on the tactics suggested throughout the campaign:

HootSuite

This free platform allows the user to manage his or her social media outlets on one easy interface. Twitter, LinkedIn, Facebook, and blogs can all be updated from this one tool. Quinn should use HootSuite whenever he includes URLs in his messages, as the program provides user statistics that measure the number of clicks when that particular URL was posted. Therefore, he can adjust his messages based on the URL topics that were most popular to his audience.

WordPress

Using a WordPress for Quinn’s blog would be the most advantageous, as this tool also provides free statistical measurements. Similar to HootSuite, Wordpress tracks daily visitors and their browsing habits. In tracking these measurements, Quinn is able to determine on which days his audience is most likely to visit his blog, which content draws the largest audience, and how he can best interact with his target market.

15

Track Followers/Groups

In expanding Quinn’s network, tracking his followers and groups is perhaps the easiest measurement tool. Once a month, we recommend analyzing Twitter followers to ensure active participation with the audience and relevancy. Cleaning out followers or Facebook friends, will help in creating targeted, interesting messages to the right people. Furthermore, tracking groups created and involved with, on both Facebook and LinkedIn, aids in keeping Quinn focused on his strategies and not overextending his capacity to remain consistent, targeted, and relevant.

Social Mention

We recommend using this program at least once a week, as it is an extremely helpful tool for understanding current trends and conversations. Socialmention.com is a free program that measures online activity from blogs, microblogs, and the internet at broad. The measurement tool also provides information regarding audience favorability and strength of interest of particular topics (keywords). Quinn can use this to respond to trends that are most important to his audience at that particular moment. This will also be useful in measuring the strength of his own brand, and managing his online reputation.

Google Adwords

Currently, Quinn and his businesses are difficult to find via Google. We recommend using Google Adwords to increase online visibility and traffic to his sites. Google Adwords is advantageous because it equals the playing field for small and large businesses, tailors unique messages to the audience, and is easy to change, given results. Since the program only charges per “click-through”, we recommend that Quinn invest $100 in the program in the first month of the campaign. After the first month, assuming positive results in the Google Adwords analytics, we recommned downsizing to a $50 investment to ensure that growth is sustainable and that positive results were not just a fad. Again, this provides Quinn an inexpensive channel to reach his consumers and increase his visibility in the marketplace.

Track Online Business

Quinn should track how his consumers found his business, through simply asking his consumers how they found his business. This informal measurement will allow Quinn to quanitfy exactly how much business he is driving through the social media campaign, and evaluate which strategies make a positive impact on his bottom line.

These are all analytical tools that will help Quinn guage his audience’s interests and tailor his messages to effectively engage in meaningful interactions. Since this is a social media campaign, we do recommend that Quinnalsotakeanactiveroleinthequalityofcomments,re-tweets,anddirectmessages.Webelieveitisimportantthathecompareboththequalitativewiththequantitativemeasurementsbecausequalitywilldriveourcampaigngoal:positioningQuinnasanindustryexpert.

16

Measurement&Analytics

Tac$c

Pre(ara$on

SunMon

TuesWed

ThursFri

SatPost-­‐Eval

O:;ec$

ve  1Strategy  1

Connect  with  Q

uinn's  Exisi1ng  Netw

orkTw

i7er

LinkedINFacebook

Strategy  2Expand  netw

ork  through  online  engagement

Twi7

erFacebook  LinkedINFlickr

Strategy  3  Connect  Robb  Q

uinn's  BrandsBlog

O:;ec$

ve  2Strategy  1

RobbQuinn.com

3  Months  to  develop

Strategy  2StudioQ

.com3  M

onths  to  developO:;ec$

ve  3Strategy  1

Increase  traffic  to  StudioQ

SEO3  W

eeks  to  PrepareG

oogle  Adw

ordsG

oogle  AnalN1cs

OPweek  evalua1on

Strategy  2Increase  traffi

c  to  RobbQuinn.com

TaggingPer  Post

Comm

entsTw

i7er

Evalua1onAwareness  Pre-­‐test

2  Weeks

Track  Followers

Awareness  M

id-­‐year  Evalua$on

During  m

onth  of  JuneSocial  M

en$on

Google  A

dWords

Ini1al  Investment

Based  on  Success,  invest  in  more

Track  Online  Business

Applicable  w

ith  new  business  inquiries

Post  GaH(aign  Evalua$

on2  M

onth  Data  collec1on

CA

LEND

AR

17

IMPLEMENTATION/FINAL THOUGHTS

MK Communication Solutions hopes that this provides Robb Quinn and The Studio Q a starting point in leveraging a successful social media campaign. We are thrilled we had the opportunity to work with an esteemed photographer, and learn more about the industry at large.

As previously mentioned, the campaign is structured to last for about a year, with the intention of evaluating the usefulness of each tool to his business. After evaluation, applicable social media tools should be incorporated into a long-term strategy. The calendar provided in the appendix section provides an idea of how to structure and manage your time spent on social networking sites.

This is only a starting point for building Robb Quinn, the online personality, we encourage creativity, innovativeness, and a willingness to adapt. Think outside the box, optimize your social media presence, and be as engaging and relevant as possible. If these tools are not implemented in a consistent and predictable manner, the audience base will fall off and the brand will be at square one. Stay confident, personable, and friendly.

If you have further questions please do not hesitate to contact us.

18

WORKS CITED“Facebook Demographics and Statistics Report 2010 – 145% Growth in 1 Year | IStrategyLabs.”IStrategyLabs“AnIdeaFoundry”-InteractiveStrategy,ExperientialMarketing,ContentCreation,SocialMediaStrategy. Web. 06 May 2010. <http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/>.

“Groundswell.” Forrester Research. Web. 06 May 2010. <http://www.forrester.com/Groundswell/profile_tool.html>.

Quantcast - Home. Web. 06 May 2010. <http://www.quantcast.com>.

19

APPENDIX

DELICIOUS LINKShttp://www.nppa.org/professional_development/self-training_resources/eadp_report/http://www.tabletopstudio.com/documents/glass_photography.htmhttp://www.glassartists.org/http://www.glassart.org/http://www.glassartdesign.com/http://www.photographymentor.com/http://www.copamilwaukee.com/New/

RECOMMENDED TWEEPSEx (Photography):

@Damienlovegrove@Poidog@Slickforce@hypephotography, @silviovailante@jamescampbell@IsisPhotography@AllyHinton@HeatherMason@petapixel@AmazingPics@LightStalking@photojojo, @PhotogNews@jessicaclaire@jeremycowart@photojack

Ex (Milwaukee):

@BlatzLiquor@RadioMilwaukee@CometBranding@artcity@shepherdexpress@AlKreuger@SaraMeaney@AJBombers@PabstTheater@mkecreative