PLAN DE MARKETING PERSONAL PARA COMUNICADORES SOCIALES DE LA CIUDAD DE GUAYAQUIL, PARA EL AÑO 2017

Abstract

Social communicators are taking advantage increasingly of their exposure on social media as a means to get extra income. This is possible by mentioning brands, showing their products in their post, or suggesting services aimed at their type of activity. At the same time, that opportunity has generated a type of advertising of low investment to the brands because the communicators have an environment of followers with common affinities, this is a reason why the content can be directed to specific niches. But this process has been generated in Ecuador spontaneously, mostly in Guayaquil. Thus, the present research proposes a personal marketing plan focused on social communicators, so as to define the guidelines that enhance this activity, to improve this additional remuneration, strengthen their career and image and improve their interpersonal relationships. In order to put this plan in work, surveys focused on social communicators were applied, with the purpose of knowing the criteria on the subject, its perspectives and aspirations. In addition, interviews were conducted with social communicators who are success stories of personal branding, personal branding experts, marketing career teachers and local media marketing managers. In this sense, it was concluded that six aspects for effective management of a personal brand are paramount: the digital personality, the objectives and goals, the image, the audience, the channels, the content plan and the editorial schedule.