A major record label asked me to develop a marketing plan to help one of its artists, a breakout star from ‘American Idol,’ achieve mainstream success. Informed by online conversation monitoring tools and social media, I delivered a strategy document that revealed insights for how to best leverage the artist’s core audience along with suggestions for advertising, philanthropy and professional partnerships. The artist went on to a Grammy nomination and best-selling albums, and still tours worldwide.
Social Media Strategy & Reputation Management
A luxury appliance brand with a negative reputation for reliability and service was apprehensive about opening up a public dialogue with customers using social media channels.
To address this, I worked with the company over a period of 18 months to create a social media strategy in which online conversation monitoring, Facebook and Twitter were used in conjunction with in-depth analysis to identify and communicate with unhappy product owners. I also provided training assistance to employees who would be staffing the brand’s Facebook and Twitter pages, and helped guide the company through a product recall.
Following implementation of my recommendations, social media mentions almost tripled and positive consumer sentiment of the brand increased from 7 percent to 96 percent. In addition, the company’s Facebook page currently has more than 700,000 fans and is used daily for branded conversations with current and prospective product owners. The Twitter page is now routinely used to successfully solve service issues, receiving accolades from consumers and prominent bloggers alike.