1) The document discusses Geoffrey Maxwell's journey learning about social media marketing to help promote musicians as he struggled to succeed in the music industry himself. 2) He learned the importance of combining beautiful imagery with strong branding and messaging through his studies. 3) By applying tactics like paid advertisements and analyzing metrics, Geoffrey was able to garner over 30,000 views for a musician's music video in under a month.

1. “Advertising Works Most Effectively with what People are Already
Trying to do” - Mark Zuckerberg
https://www.flickr.com/photos/32029534@N00/14384156776
The world is changing. What was once impossible to achieve, is now within grasp. Advertising efforts are now, more than ever, revolving around the way people use the
Internet. Social media and search engine optimization have changed the way we reach people forever. In the words of Mark Zuckerberg, advertising works most
effectively with what people are already trying to do.

2. https://www.flickr.com/photos/epublicist/8632457194
This is what Intelligent Marketers are Doing Today!
Business owners have began to realize that the strongest advertising efforts are now driven by social media. Combined with previous concepts such as Search Engine
Optimization, Blogs, and News Groups, content is now being delivered to targeted audiences based on their browsing and search habits.

3. Social Media Marketing Trendsetter
Photo Credit by Geoffrey Maxwell
Thank you for taking the time to view my Personal Professional Persona Slideshow Presentation! My name is Geoffrey Maxwell. I am a Social Media Marketing
Trendsetter who was driven to learn about social media marketing because I was a struggling musician that was lost about what I could do to have a presence in the
music industry. As a student at Full Sail University, I have taken on the reigns of performing social media marketing and brand development for several entertainers. And
right now, I want to share with you the power of being intimately connected with an audience to grow your business.

4. Entertainment Business Reflection:
Earlier Years
Photo Credit by Geoffrey Maxwell
I began writing music in 1998 at the age of 12. It wasn't until I was 21 when I began recording professionally. This was my first album cover that I designed myself in
2007. As you can see, nothing really stood out, except maybe the music itself. But without the wow factor, I started realizing that in an entertainment world, you have to
be compelling! You have to be a stand-out! You have to have beautiful imagery! Seeing the struggles of not knowing what steps it takes to be successful in a world full of
graphic-bearing musicians is what led me to education.

5. Design Started Becoming More Important
Photo Credit by Geoffrey Maxwell
Shortly after I started getting into my core classes in the Entertainment Business program, I took a Introduction to Marketing class. At this point, I began practicing
different design techniques. The idea was to capture beautiful imagery that would catch the eye. Still, I was lacking a certain factor!

6. Having a Message Behind Your Imagery Works Better!
Photo Credit by Geoffrey Maxwell
Then, I began working on having the imagery I worked on deliver a message. As you can see in this slide, the name of this project from my label mate, “EK,” is “Project:
Kill’em.” This artist wanted his audience to conceive the idea that the struggles of young lives in urban culture can lead to a life of crime, but notice what his hand is
reaching towards! With this subliminal message in mind, we were able to deliver the idea that “this artist has seen violence, but has turned to music as a superior outlet
to compete with his struggles in life.” However, I still lacked something at this point.

7. Beautiful Imagery Combined with Brand Messaging
Photo Credit by Geoffrey Maxwell
Finally, I came to the conclusion that beautiful imagery must be combined with brand messaging. The imagery is appealing to the eye, but with strong messaging behind
your imagery, you can showcase a strong brand.

8. Brand Mantras and Logos Help Identify a Business
Photo Credit by Geoffrey Maxwell
Here is a snapshot of a brand mantra/logo that I created for my label mate. Anyone who is familiar with southern hip-hop will immediately identify with the term Clench
Leatherwood. As you can see, the concepts I learned became more integrated to have a more professional appearance.

9. Analog Grind Vs. Digital Grind
Photo Credit by Geoffrey Maxwell
We began pressing and production on EK’s mixtape. This impacted his local popularity and even brought in a small amount of revenue. However, we were still missing
something in the digital world.

10. https://www.flickr.com/photos/25275534@N00/23188317152
Customizing Your Business Plan to Your Unique Problems
During my International Business course, I discovered a marketing concept called “Lean Marketing” that centralized the start-up of businesses on identifying specific
problems, developing solutions, and building off of each step you take. At this point, I realized that our real problem was the fact that our intended audience is not seeing
our work. I knew that the way to tackle this problem was through social media marketing.

11. Facebook Has Over 1 Billion Active Users
http://arbelaezg.blogspot.com/2012/04/social-media.html
I decided I would conquer our social media marketing needs by using the most powerful platform on the Internet for advertising.

12. Brand Development Builds Specific Audiences
Photo Credit by Geoffrey Maxwell
In January, 2016, I started learning the concepts behind Digital Marketing and began publishing works for the likes of other musicians. Here is a snapshot of a photo that
was taken that reached 852 people on Facebook the second day I published this musician’s page. At this point and time, he only had 142 followers. So how did this post
reach 852 people with only 142 followers? The first thing is that I focused on building an image that captivated an audience specific to what this artist was trying to
achieve.

13. Tugging on Emotional Strings Works Wonders
Photo Credit by Geoffrey Maxwell
We weren’t going as fast as we were hoping for, so one day I decided to place a post that tugged at the emotional strings. It was the most likes we had gotten from one
post thus far.

14. By Using Analytics, We Understand Optimization Better
Photo Credit by Geoffrey Maxwell
I then began utilizing concepts such as reviewing analytics, audience targeting, developing strong post content, making our content useful, and showcasing media-rich
content. Our luck changed when I began looking at the tools that Facebook provided.

15. 30,000 Views in Less Than 1 Month!
Photo Credit by Geoffrey Maxwell
After we developed a small following, I began telling my label mate that we needed stronger, media-rich content to bring in more followers, views, and fans. Once we
recorded his first music video and placed it on Facebook, I began using tactics I learned in my studies to garner 30,000 views in less than one month.

16. Useful Content Proved To Drive Audience Interaction
Photo Credit by Geoffrey Maxwell
As you can see, this particular video has a total of 4,994 Reactions, Comments, & Shares. In the gray area, these items are broken down into specific actions.

17. With Paid Advertisements, Our Organic Reach Began Rising
Photo Credit by Geoffrey Maxwell
As we began using the paid advertisement tool, we began to see an increase in our organic post reach as well. With the tools that are available to reach your targeted
audience using these powerful social media advertising outlets, there is no reason why you can’t reach a larger audience.

18. Driving Attention to
Your Content by
Being Weird
Photo Credit by Geoffrey Maxwell
This is the latest video I have published for my label mate. We had him bring a recliner and a night stand in the middle of a public road and do a music video. Of course,
we obtained the clearances needed. Weird content drives a certain type of action because unordinary things tend to stick in people’s memories.

19. It Doesn’t Cost Much in Advertising For Effectiveness
Photo Credit by Geoffrey Maxwell
With only $40, I was able to help this artist, “Ray-X,” reach almost 10,000 news feeds.

20. Here are the
Numbers
Behind It
Photo Credit by Geoffrey Maxwell
More importantly, this same $40 brought in 633 likes, 21 comments, and 340 shares.

21. Using Third Party Applications Like
Hootsuite Optimizes Efficiency
http://jimdevitt.blogspot.com/2013/08/social-times-picks-up-devitt-quote.html
By using third party applications such as Hootsuite, I have been able to handle the social media accounts of both aforementioned artists as well as myself. Hootsuite has
made it extremely easy to integrate Facebook, Twitter, Instagram, and other social media platforms to deliver content to fans without the hassle of going to each
individual application.

22. A World Connected Through Digital Means
http://www.midiatismo.com.br/como-ongs-podem-utilizar-marketing-digital-para-crescer-mais
As a newly introduced professional, I am equipping and developing myself in other social media platforms. Although I am familiar with the operating basis and a few
advertising techniques on other social media platforms, I have yet to use Twitter and Instagram to the extent that I would like. With the right opportunities and right
clients, I am confident that I can excel to the next level in these platforms and reach much larger audiences.

23. Loyalty, Duty, Respect, Selfless Service,
Honesty, Integrity, and Personal Courage
Photo Credit by Geoffrey Maxwell
Some other professional traits that I have developed over my experiences were gained in the U.S. Army. I am absolutely confident that these qualities can be a great
addition to your team.

24. This is Why I Motivated and in Pursuit!
Photo Credit by Geoffrey Maxwell
When it is all said and done, this is the reason why I have became the man I am!

25. Thanks for Taking the Time to View my PPP!
Photo Credit by Geoffrey Maxwell
Thank you for taking the time to view my Professional Persona Project! You may contact me on Facebook at https://www.facebook.com/maxx.dubbsacc or via e-mail at
geoffrey.maxwell@yahoo.com.