The candidacy of Under Armour's Ultimate Intern Team Social Media Specialist Maggie Chang.
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I made the video below for a reason. Not just for fun (though it was actually so much fun to make and everyone in it loved SuperCamin’ for me!), but to try and raise awareness for my campaign these last few days around the Michigan campus.
A social media campaign using a YouTube video, advertised by Facebook and Twitter, in order to raise awareness of my FB Page and my Tumblr. Woah, massive amount of social media in that last sentence. But here’s how it went down.
Step One: The Video
With the help of the video, I was able to capture a lot of my peers who are influential and involved in the Michigan community doing Cam Newton’s celebratory move. I figured that getting familiar faces around campus would give me a greater chance of people giving me support. Because people are more likely to listen to their friends. I got people from all different organizations on campus: our school newspaper the Michigan Daily, a huge entrepreneurial club called MPowered, reps from our student government CSG, the fraternity Theta Xi, the hall council in Stockwell (my dorm), leaders in many of the Ross School of Business organizations and so much more! This video was to convince my peers that I’m worth being supported by them!
Step Two: Advertisment
I posted in three Facebook groups (one of which is shown below) and tweeted to communities I’m a part of including the Ross School of Business,
Step Three: Results
It WORKED! I got 20 new likes on the Facebook page within the first hour of the video going up, 5 likes on the video itself and an inflow of well wishes that I absolutely adored. And the Michigan community continues to support with more and more coming in. I am so incredibly thankful for having people around me like this. I’m lucky. That’s without a doubt.
A Successful Social Media Campaign (That’s Still Going). Check.
It’s surprising, but Under Armour does not have an iPhone application.
So I’m going to pitch to them to produce an iPhone app designed for shopping just as their site is. They do have a mobile site, but I think an app would be a huge step for them.
What I’m picturing for the app is as followed:
- Simply called Under Armour
- A simple, clean interface which allows for easy browsing of products
- Product oriented like the website with tabs of: Register, Men-Women-Boys-Girls-Outlet, Locations, My Cart, New at Under Armour, My Armour List, My Account
- Register — Each app user would sign up with their email, give their first/last name and a password in order for individualized usage. If users are already registered on www.underarmour.com, this step is not needed. During registration, Twitter and Facebook accounts can be linked.
- Men, Women, Boys, Girls, Outlet would show products in an easy to view way and allow for users to read information about products, see measurements and size information (important since you’re not in a store and can’t try it on) and add products to their “Armour List” or “Cart.” All products will also have a tweet or share button next to them so customers can share products they think are cool to their followers/friends.
- Locations would allow for users to find locations of Under Armour stores and outlets.
- My Cart is for users to actually be able to purchase products. Like iTunes, users will provide credit card, billing, shipping and other information as well as their username/password for the purchase to go through. This gives Under Armour an advantage where customers now have the option of purchasing from the ease of their phone in a personalized way.
- New at Under Armour would include new products, videos/news/media of Under Armour events (i.e NFL Combine), and updates on Under Armour athletes
- My Armour List would be a “wish list” of sorts that allows users to pick out products they are interested in and add them to the list. Lists will be linked with social networks so that people can tweet out or Facebook share their lists. Lists will also provide Under Armour further information on products that customers are most interested in
- My Account would provide information such as password changing, as well as tracking purchases.
And being me, yes, I had to add the little social media plugs in there because 1) I think Under Armour can grow on social media and 2) people would already be on their phones and since mobile is one of the most common forms of using social media, might as well try and kill two birds with one stone!
I just thought this would be a good idea for Under Armour as the application industry is booming and as someone who wants to be a social media specialist, I’d say that going mobile is the first step to make Under Armour that much visible on social media!
Anyone that knows me know that I am obsessed with the sport of tennis. I mean, obsessed. I played in high school but I absolutely love watching professional tennis as well. I had the opportunity of a lifetime last summer to watch the Men’s Singles Championship Match at Wimbledon. It was honestly a dream come true getting to be on the hallowed grounds of the All-England Club to watch Novak Djokovic defeat Rafael Nadal in the finals. I literally got to see Novak become #1.
My passion for tennis brought me to looking into what Under Armour has to offer in the tennis market. And I was surprised to find that UA isn’t really that involved aside from having a few shorts, skirts and shirts for players. And that they only sponsor Maria Shishkina, a 12 year old that is pinned to be the next big superstar in tennis. I find this surprising only because tennis is the most played individual sport in the world. And high-quality products are a necessity for tennis.
So here’s my pitch to Under Armour for making a stronger impact in the tennis industry. You’ll see through the next few days:
- Ideas for Under Armour product development in tennis
- Ideas for Under Armour tennis sponsorship of players
- Ideas for Under Armour promotion
- And maybe some surprises on the way…
Ready? Look for the first post in 5 minutes. Let’s Protect This Court.
SUPERCAM TAKES ORLANDO
When I found out that I was selected to be one of the semi-finalists for the Under Armour Ultimate Intern Team, I wasn’t at school or in my living room.
I was in Orlando, Florida.
And with an opportunity like that, I thought, “What way can I use this
location to show my passion for Under Armour?…
"What can I do to show Under Armour how BADLY I want this internship?"
This video…shows you the answer.
Through the last four weeks, I’ve done my best to show you, Under Armour, why I deserve to be your social media specialist. I’ve done so by:
- Showing you my social media skills through my experience tweeting professionally for my residence hall, my ability to get an idea through one of the largest Athletic Departments in the country to affect 13,000 fans, my grasp of social media dashboards such as HootSuite and my usage and love of social media outlets such as Twitter, Facebook, LinkedIn, Pinterest, FourSquare and most obviously, Tumblr.
- Showing you my knowledge and love for all things sports through my job at the Athletic Department here at Michigan, my absolute adoration for athletes like Cam Newton and Tom Brady, my excitement that seeps onto this Tumblr when my teams win.
- Showing you other skills I possess and have a grasp of such as writing in a public forum, a hold on Adobe Photoshop, my coursework that describes what I’m learning in business and sports management, things that motivate me like improving from my mistakes, and experiences that have changed me.
- But most of all, I’ve done my best to show you why I am a good fit with Under Armour through detailing those who inspire me and how I look up to those who I share the same values with, having the heart and drive to complete a task but always trying to exceed expectations, knowing that things will and are challenging but wanting to take a risk, looking for the next big things, promoting a team atmosphere because that’s where the best results come from, staying humble and thankful for the opportunities I am given and always looking to improve on myself—to make myself BETTER.
So Under Armour, I believe that I, Maggie Chang, would be a great social media specialist for you! Thank you for giving me the opportunity to pitch myself to you these last four weeks. I’ve learned a lot about not only Under Armour, but myself.
Yet another walk through the resume! Long again but I really love this job and I think it’s an important read because this one shows a lot about how I can be a good fit for Under Armour. Click here to view other Walk Through’s of the Resume of mine!
THE MICHIGAN DAILY
January 2012 to Present Ann Arbor, MI
- Wrote articles biweekly for the Opinions Blog section of the online Michigan Daily in order to spark thought and discussions on topics
- Achieved more than 2,500 reads, a record high for the online Michigan Daily, setting a precedent for future posts
- Covered topics such as the electric atmosphere the Michigan Hockey student section brings to Yost Ice Arena, and an influential piece on why students should take to Twitter
WHAT DOES THIS EXPERIENCE MEAN TO ME?:
I was approached by a friend of mine in December who knew how much I liked social media and online media, and asked me if I wanted to blog for the Michigan Daily, our school newspaper for their online section called the Podium. The Podium is an opinion section so I really have the freedom to write about whatever I want. It’s been so fun because I very much enjoy having a place to write. It’s a platform for me to place an idea on the table and see how many people I can influence with it. I also love hearing the opposing views because that’s life—you’re going to face opposition. I’ve written three so far and the fourth has been written but we’re going to hold it till students get back from Spring Break. My blog is called, Hear Me Out.
- Hear Me Out: Hockey student section is the best at the ‘U’ - So going to Michigan, we’re known for our football. And now as our team is Top 25, marginally for basketball. But really, the attention has always been on our football team, our football fans, our football stadium, etc. I wanted to take this opportunity by writing about the Michigan Hockey student section. Getting to see it from staff perspective as an Athletic Dept intern as well as being in the section occasionally, it’s electrifying and to me, it is by far the greatest atmosphere to be a part of at Michigan.
- Hear Me Out: Adidas Has Not Destroyed Michigan - Yes, I know that this is talking about two brands that are in competition with Under Armour but unfortunately, I don’t go to a school sponsored by Under Armour. Making the best of that, I’ve looked at the controversy that students like to bring up between Adidas and Nike sponsoring the University of Michigan Athletics. I really enjoyed writing this one and this piece was the one that shattered all expectations of the online Daily with the most views ever on one article. It was also linked on other websites including MLive.
- Hear Me Out: Give Twitter a chance - This is something I’m really passionate about (as if you couldn’t see already) but I really think everyone should give Twitter a chance because of the cool opportunities that are presented to you. I’ll let this one speak for itself; feel free to give it a read.
- Hear Me Out….Oh, I can’t spill the next article’s name. Sorry everyone but it’ll be unveiled the first week of March! Just a hint, if you’re a sports fan and like the Big Ten conference (well, or hate it for that matter), it might be interesting!
WITH THIS EXPERIENCE, WHAT DO I BRING TO UNDER ARMOUR?:
Even though I’m not vying for the writer position here (there are amazingly talented people on here for that!), I think it’s important for the social media specialist to have experience in writing on a public platform as well. Even though at times we are limited to 140 characters, I think this shows that I’m capable of letting my voice be heard and the ability to reach thousands of readers.
Ability to Take Criticism
When Under Armour released their uniforms for Maryland football, there was both absolute adoration for it and also mad criticism for it. But you know what? Under Armour took it like a man, held their case and continued making great products. By writing under the Opinions blog, I get praise, but also a fair amount of criticism. I read all of my comments, respond to ones I feel appropriate to but also thank them for showing their point of view too. Does criticism hurt? It always does, even if you don’t want to admit it. But I’ve prevailed, stuck my ground with my opinion and always look to improve my writing and improve myself, in general.
Sports, Sports Apparel, Social Media
I don’t claim to be an expert on sports. I don’t claim to know all the logistics of sports apparel companies. I don’t know everything about social media. But I think it’s interesting that before this competition even started, these were the three topics I chose to write about…which suit Under Armour! I want to learn as much as I can about sports, sports apparel and social media, because quite frankly—that’s what I’m interested in! I want to learn from the best of the best and I come with an open mind to do so. Under Armour, pick me to be your social media specialist, and I’ll spend every moment learning from you while producing great results!
Setting High Goals and Starting Presedences
When the editors told me how many reads I was getting for the first few articles, I was honestly shocked as I really didn’t know what to expect. Setting a bar was an awesome but humbling feeling. Now, the bar is set very high for me from the Daily but I live to exceed it. Exceeding expectations is always my goal and I bring that mentality everywhere I am. Under Armour, set the bar high because I want to impress you!
Since the beginning of this competition, I’ve wanted to show you, Under Armour, that I am capable of being your Social Media Specialist on the Under Armour Ultimate Intern Team. I’ve demonstrated my love, passion and usage of social media with my Twitter, LinkedIn, Personal Tumblr, Foursquare and many other outlets.
But now I want to show you what sets me apart from everyone else: Familiarity with Social Media Dashboards.
At the very beginning of this, I did a little bit of Under Armour research on how they use their social media. I found that although sometimes UA just goes on Twitter and tweets, most of the time it’s via a dashboard. Under Armour seemed to favor Co-Tweet for a while but these last few days, I’ve noticed the change to HootSuite.
So I decided at the beginning, before the change to HootSuite even happened, I wanted to LEARN how to use social media dashboards. What exactly does that mean? Well it’s basically where all of your social media outlets are just on one site, keeping it much more organized.
With HootSuite, I’ve learned that if you link items, you can see the statistics on how many people have clicked the link, what regions those people are from, and the most popular links. You can schedule for posts to go out at certain times. Why is that important? Well marketing plans sometimes take months and months to plan but you always have your announcement day. Scheduling that announcement right at midnight on whatever day you want on HootSuite makes it so you don’t have to actually get on Twitter/Facebook, etc. to post it! It’ll automatically do it for you, which I think is pretty cool!
I’ve figured my way around it, played with it myself and think it’s a very simple and clean interface. Although I admit that it’s not as useful to me because I use all my social media outlets for different reasons (i.e. Facebook for talking to friends, Twitter for talking about sports and social media, LinkedIn for professional news), a company like Under Armour benefits from this because for the most part, their media on all platforms is the same!
I think my familiarity with this dashboard as well as my initiative to figure out what social media dashboards Under Armour uses shows how committed I am to becoming the next #UltimateIntern!
Yet another round of walking you through my resume. To view other resume walk throughs by me, click here.
STOCKWELL PROGRAMMING BOARD
Social Media Chair
October 2011-Present Ann Arbor, MI
•Managed Twitter account @stockwellsye for Stockwell Residence Hall since December 2011 to give residents a venue to learn about upcoming events and important information as well as strengthen connections between staff and residents
•Grew from 0 to 25 followers on Twitter within one month
•Reached more than 300 residents with Tweets published on TVs placed all over the residence hall
•Documented residence hall events through pictures and videos in order to record student involvement in the year
•Organized events to gain resident involvement including a trip to Joe Louis Arena to cheer on the Michigan Hockey team that 40 of the 300 residents attended
WHAT DOES THIS EXPERIENCE MEAN TO ME?:
First off, to clear some things up, Programming Board is the equivalent of Hall Council here at Stockwell, my residence hall/dorm. Originally, I had joined Programming Board because I was highly involved in the hall council of my freshmen year dorm and wanted an equivalent experience here at Stockwell. Joining in October, I’ve been able to contribute ideas that will help bond and inform the 300+ Stockwell residents. And then…in December, I was approached by our adviser about how Stockwell had an abandoned Twitter account. With 0 followers and the account only following 2 or 3 people, it was clear that there was really no proper usage of the account. So I accepted the challenge and became the sole curator of @stockwellsye. Within a month, gained 25 new followers, followed 12 and have consistently tweeted where we now have around 200 tweets. Although that may seem small to you, many people in our residence hall actually don’t have a Twitter. So what we’ve done to compensate is to publish my tweets on the multiple televisions around the hall where residents can stop for a moment and see events coming up. I also get to take pictures of hall events which may be a burden for most people but I’m the girl that LOVES taking pictures so it’s almost a habit for me. I absolutely love it and it’s allowed me to be more involved with my hall.
WITH THIS EXPERIENCE, WHAT DO I BRING TO UNDER ARMOUR?:
In Programming Board, we do a lot of event execution and without a plan, events are hard to pull off. So what we do, is we write down our proposed ideas, explain what we wish this event to accomplish (hall bonding, awareness of different causes, etc.), what we need to pull of this event (food, tickets, transportation, etc.) and how much we estimate it to cost. And after the event, we do write-ups of how the event actually went, if it was a good event and if we should do the even again next year. Not only does this organize ideas for us, but also gives future Programming Boards a good look at what went well for us and what didn’t.
Social Media Experience:
The most obvious thing I bring to the table with this experience is that I know how to run a professional Twitter account already. I have the experience of knowing what to post and when to do it. I know how to gain follower participation as well as have fun hinting at events to come to build suspense. I’ve gotten to revamp the entire look of the Twitter page with a custom background and image as well. I live-tweet at meetings for Programming Board, tweet at events, and I always am posting mobile pictures on Twitter and Facebook to give residents visual proof of what’s going on. I also have experience documenting events and posting via social media (both through the Stockwell Twitter and Facebook pages). I’ve been able to easily learn who my audience is, learn how to engage them and plan strategic marketing campaigns to get more students involved with Stockwell. The results have shown with the biggest turnout to events this year that Stockwell has ever see! See the things that social media can do?