A Buyer Persona for Erin Schoch, "Savvy Social Erin" for University of Florida Social Media Management Class, PUR4932

1. October, 2015
Erin Schoch—
”Savvy Social Erin”
Buyer Persona

2. *“Savvy Social Erin”
BACKGROUND:
• Social Media Manager
• Worked with the company for 5 years;
Interned with the company for two summers
while in college before accepting a full time
position upon graduation
• Graduate of the University of Florida, born
and raised in Chicago, IL
DEMOGRAPHICS:
• Skew female
• Age 18-34
• Single income: $30,000 or less
• Urban
IDENTIFIERS:
• Forward
• Remains calm in high stress situations
• Prefers to work digitally (email vs. generic
mail, etc.)

3. *“Savvy Social Erin”
GOALS:
• Maintain a positive relationship with
clients at all times
• Strategically use marketing budget to
obtain revenue via social
CHALLENGES:
• Responding to all customer issues in a
timely manor
• Retaining consistency when posts are
written by multiple people for one client
HOW WE HELP:
• Frequently check in with clients to make
sure all of their needs are met
• Utilize skills in social media to insure all
marketing efforts are financially efficient

4. *“Savvy Social Erin”
REAL QUOTES:
• “We’re promoting our Facebook
posts, Why aren’t we seeing an
increase in sales?”
• “It takes me a few days to answer
all my Facebook messages,
tweets, etc. from customers.”
• “It’s been difficult for us to find
the benefit in social media
marketing.”
COMMON OBJECTIONS:
• I’m not sure if I’ll see a revenue
increase using social media
• Too many of our employees are
older and do not have experience
with social media, they will not
know how to use the mediums.

5. *“Savvy Social Erin”
MARKETING MESSAGING:
• Integrated Social Media
Marketing Management
ELEVATOR PITCH:
• We give you the skills to
make social an
indispensable component
of your marketing plan. By
utilizing social, you will be
able to maintain contact
with clients to foster
positive relationships.

6. *Example Tweet
#AskSocial If anyone has questions about our brand, please reach out to our
support team: @SupportSocial

7. *Example Facebook Post
When using social to enhance your brand, you want to make sure you’re
using the network that most of your audience is on. There’s no right and
wrong way to do social, but we want you to be as efficient as possible! Learn
what your social analytics are saying: LINK*
*The link would be to my company’s website. More specifically, a page on the
site used as a blog where we break down what the different analytics mean
and more importantly what our customers can take away from the numbers.