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.

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
Meshfire
@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 Jeffrey Jones
Target
@jjones
22
Jascha Kaykas-
Wolff
BittTorrent
@kaykas
23 Stacy Martinet
Mashable
@stacymarHnet
24 Blair Christie
Cisco Systems
@BlairChrisHe
25 Kent Huffman
Servergy
@KentHuffman
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. affairs, 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
@stephfierman
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

8. Social Statistics
Strategy/Goals

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

13. Omar Johnson
Editorial Calendar

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