Success Stories :: Social Media

Social Media Marketing

  • 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.