W o r k S a m p l e s
Blog - Guest Writer and Topic Expertise
This article provides a sample of my writing and how I enjoy taking a complex topic like ROI and simplifying it into practical terms for those just starting out in social media.
In January, 2012, A blogger in the audio visual industry asked me to write a guest post for his blog. His audience is made up of technical engineers who focus on audio and video design and installation. Many have their own consulting business and are beginners at social media. I wrote "How to Measure the ROI Basics of Social Media" to give them ideas and examples of what and how to measure progress on social media.
Twitter and Facebook - Strategy and Community Management
This is an example of my work with a client which represents the breadth of my skills - strategy through execution.
In a blog post by Beth Kanter, Visiting Scholar for Social Media and Nonprofits for the David and Lucile Packard Foundation, she interviewed me about the strategy for our client, National Oceanic and Atmospheric Administration (NOAA).
"The Twitter account was started with a focused goal of raising awareness about the release of the report, Global Climate Impacts in the Unites States, last June. A few weeks after the release, they decided to broaden the goal to sharing the latest peer-reviewed climate science that highlights immediate, near-term threats from human-caused warming. The goal is to be a trust agent for climate change scientific information."
From a hands-on execution perspective, I created the climate Twitter and Facebook accounts ahead of the announcement date. On the morning of the event, I pushed the accounts live during the press briefing held at the White House (picture above). I posted real-time tweets and Facebook updates as the activity was happening. I did the same at the Senate meeting and Capitol Hill reception the following day.
In the first three days of the event for the new Twitter account @ClimateChangeUS, I posted 400+ tweets and gained 1,000 followers and press members with a reach of over 2.7 million people. Likewise, the Facebook community went from zero members to 500 “likes” within the first week of the campaign.
Two years later, both accounts are still going strong today - Twitter has grown to over 6,100 followers and has earned its credibility — it’s currently named on 320 independent Twitter lists. Facebook has over 4,100 "likes" with steady engagement levels.
Read more in the case study I wrote below.
Customer Advocacy/Evangelism Program
Mindjet, a software startup, had 750,000 customers around the world. Over time, they started diverging from being a customer-driven company to being technology driven. Many of their long-time customers were starting to feel alienated from the company.
This example illustrates how I work with customers. Listening, developing trust and being accountable for action. This is my process.
My objective was to develop a customer advocacy program in which the relationship with customers was mutually beneficial to them and to Mindjet. Making customers feel valued and supported was key. In turn, they became vested and participated in a variety of ways: beta feedback, town hall meetings with engineering, focus groups with marketing and UI team, testimonial videos (screenshot above) and sharing insights with sales and customer service.
When it came time for product announcements, our evangelists were entrusted and armed early with info so they could help spread the word through their blogs and influential networks. During one product announcement, our evangelists helped us achieve our biggest media blitz ever -- almost 500 press hits from global top tier media, over 5,000 blog articles, and 11 product reviews.
Over time, Mindjet's culture became customer centric again. Read more in the case study I wrote below.