Portfolio Presentation Social Media

Professional Portfolio

Aldona Tront @DigiAldona

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About

Case Studies

Skills Learned

Clients

T A B L E O F C O N T E N T S

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.

S O M E O F M Y F A V O R I T E T H I N G S

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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



• Prime target: Gen X donate about $750 annually to charities

and share information about charities/ charity events on

Facebook

• 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



• 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


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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



• 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



• 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


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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

B R A N D S I W O R K E D O N

Thank you

Marketing

Portfolio Presentation Social Media