Goal
To establish awareness, credibility, and connections with leads, prospects, and clients.
Objectives
- To make my presence known online
- To establish my credibility as an expert in online workplace learning
- To maintain connections with people I meet offline
Primary Audiences
- Leads – people who want to know more about me or my services but aren’t ready to reach out
- Prospects –anyone who may want to work with me in the future (e.g., professional colleagues, MALAT cohort, referrals, previous clients)
- Clients – people who have hired me for a project within the last 12 months
Secondary Audiences
- Strangers – people who stumble across my online presence by accident
- Friends and family – people who are curious about what I do and want to support me
- Competitors – people and businesses that want to scope out what I’m doing for comparison
- Visitors – people who want to learn from me but will likely never use my services
- Learning and technology cohort, faculty, previous graduates, researchers, other academics – people who want to transition to my professional blog after my academic blog is discontinued post-graduation
Timing
This is a two-year plan that will be revisited post-graduation.
Strategy
- Create and curate content
- Publish and share content
- Connect with offline connections online
| Objective | Strategy | Tactic | Measurement |
|
To establish my credibility as an expert in online workplace learning |
Create
Complete my academic blog as mandated by MALAT (i.e., academic writing style and citations) |
Academic blog (https://malat-webspace.royalroads.ca/rru0019/) | All required blog posts complete? (Yes/No) |
| Create
Rework academic blog content so that it is appropriate for a business audience |
WordPress.org
Creative Commons images |
All content revised? (Yes/No) | |
| Curate
Identify online articles and resources that would be helpful for my target audience |
Flipboard, Twitter, Instagram, Google Search, Feedly | Articles identified? (Yes/No | |
| To make my presence known online
|
Publish
Post business-appropriate content on my professional blog |
Business website and professional blog (admlearning.com) | Weekly blog posts published?
Website analytics (unique visitors, pages visited, duration spent) |
| Search engine optimization (Google) | Improved organic search rankings? | ||
| Share
Distribute original and curated content via social media weekly |
LinkedIn profile
|
Links published back to website/blog?
LinkedIn analytics (profile views, post views, search appearances) |
|
| To maintain connections with people I meet offline
|
Share
Distribute original and curated content in a quarterly e-newsletter |
Mailchimp | Quarterly e-newsletter distributed?
E-newsletter analytics (opt-in, opt-out, open rates, click through rates) |
| Connect
Invite every person I have a professional networking interaction with to join my e-newsletter subscriber list or connect with me on LinkedIn |
Email signature with call to action | Number of emails sent/received | |
| Excel spreadsheet and Mailchimp email marketing contact list | Number of e-newsletter subscribers | ||
| Number of LinkedIn connections, invites, messages |
Hi Amber,
I really enjoyed reading your digital identity plan – it is very thorough, efficient, and clear. I thought your use of a table for conveying each of the objectives and their associated strategy, tactic(s), and measurement item(s) was fantastic – such a great way to organize your content for the reader and for your own reflection. I think I have picked up some tips for my digital identity reflection piece, so thank you!
Cheers,
Terra
Glad something I wrote helped out with your own reflection. Cheers!
Hello Amber,
I particularly like the objective column you included in your table, and of course the table itself. It’s all so easy to read!
Very nice job.
Alfonso
Thanks Alfonso, really appreciate the feedback. Cheers!