Thomas Conn

Social Media Marketing and Strategy Portfolio SOCIAL LISTENTING – CONSUMER ENGAGEMENT – CONSUMER TRENDS – AGILITY Brand chose to partner with NASCAR & JTG Racing Brand’s key target demographics were not NASCAR fans Followed emerging trend through social listening and built out report tracking 4 weeks of conversations Created 100% organic content (no paid support) and supplemented with proactive, 1-to-1 conversations with NASCAR fans from brand accounts. NASCAR fans engaged the brand content and sentiment for brand increased due to activation/engagement. Calculated brand mentions by source Plotted comment volume trend for 4 weeks Collected brand sentiment trend for 4 weeks Reported to brand about increase in volume and sentiment percentage Recommended activating with content and proactive conversations based on emerging trend with non-target demographic Focused on Twitter due to highest comment volume NOTE: All numbers and charts are samples only. Due to confidentiality, numbers are modified to avoid showing confidential, company-owned information and tools. Outcome Wrote copy and created content for brand/NASCAR partnership in-house (no additional cost to brand’s budget) NASCAR content performed better than other brand content Generated tens of thousands of impressions for the brand Date by Week Sum of Total Engagements Sum of Reach/Impressions Average of Engagement Rate Jan. 30 - Feb-% Feb. 6 - Feb-% Feb. 13 - Feb-% Feb. 21 - Feb-% Grand Total-% NOTE: All numbers and charts are samples only. Due to confidentiality, numbers are modified to avoid showing confidential, company-owned information and tools. AD/CAMPAIGN DEVELOPMENT – TARGET RESEARCH – EXECUTION – TEST-AND-LEARN – INSIGHTS/DATA ANALYSIS – SMALL-TO-LARGE BUDGETS Created PPC Facebook/Instagram ad for Golf Kohler to advertise its annual End-of-Season sale • Wrote copy, surfaced image from company’s digital asset manager, set targeting with both interests and email list audience • Targeted only 50+ mile radius around Kohler, WI Budget was low - ~$250 for a 14-Day flight Outperformed target goals & achieved over 900 clicks to website to learn more with a Click Through Rate (CTR) of 2.25% Resulted in over 1,000 engagements and 40,000 impressions • Engagement Rate (Engagements/Reach) above 2% Cost Per Click (CPC) $0.28 – lowest CPC for brand that year Launch a PPC Facebook/Instagram Ad for the American Club through Facebook Ads Manager for brand new resort event • Wrote copy, developed targeting, and collaborated with graphic design team Budget was approximately $2,000 for a 14-Day flight. Achieved ~3,000 clicks to the website while having a Click Through Rate (CTR) of 1.45% Resulted in over 74,000 engagements, 71,000 video views, and 200,000 impressions • All above brand benchmarks Cost Per Click (CPC) was less than $0.70 – Below goal of $1 CPC Created PPC Facebook/Instagram ad for Lodge Kohler advertising Kohler Waters Spa’s weekly community days. • Wrote copy, surfaced image from company’s digital asset manager, set targeting with both interests. • Only targeted city of Green Bay, WI – Location of Lodge Kohler Had only $375 for a 14-Day flight Outperformed target goals & achieved ~1,700 clicks to website with a Click Through Rate (CTR) of 2.38% Resulted in over 1,800 engagements and 70,000 impressions • Engagement Rate (Engagements/Reach) above 2% Cost Per Click (CPC) $0.21 ONGOING OPTIMIZATION – CONSUMER FEEDBACK – INSIGHTS – CROSS-FUNCTIONAL TEAM COLLABORATION – RISK MITIGATION Discovered brands’ eCommerce lists and reviews were suffering, which could affect the brands’ reputation Policies, procedures and tools were also in need of a revamp, as they contributed to the issues Description of Project Conducted a complete audit of all ecommerce sites, including Amazon, for a year Compiled data of consumer responses that were great, poor, or didn’t add value, Looked for digital shelf issues that drive poor consumer experience The digital shelf contained multiple designs • Consumers complained about receiving Disney/Marvel designs when they simply wanted the normal Kleenex designs. • The Amazon listing didn't provide an option to choose, • We discovered and flagged this issue for our eCommerce team to address with Amazon directly. Response was copy & paste, which didn't add value or address the consumer's concern. We update our process to address this issue and improve our response quality, which ensure proper education. Outcome Created closer connections with our eCommerce team to solve digital shelf issues Revamped entire eCommerce response procedures Conducted additional audits for other department procedures Retrained the teams on properly engaging with consumers and using consumer insight to create better consumer connections Analyzed and created detailed reports and PowerPoint presentation to display volume, sentiment, and inconsistencies Presented recommendations/findings to company executives to help facilitate change Began regular eCommerce reporting to identify review volume & track average star ratings to mitigate further risk NOTE: All numbers and charts are samples only. Due to confidentiality, numbers are modified to avoid showing confidential, company-owned information and tools. PUBLIC RELATIONS/COMMUNICATIONS STRATEGY – CORPORATE TRANSPARENCY/CSR – IMMEREGING TECHNOLOGIES – CONSUMER/FAN ENGAGEMENT – TEAM COLLABORATION – CONSISTENT MESSAGING Links: • Kim Underhill Video: https://www.facebook.com/KimberlyClarkCorp/videos/-/ • Jay Gottlieb Video: https://www.facebook.com/KimberlyClarkCorp/videos/-/ Purpose • Expose executive team to social media strategy and management • Promote executives externally for fans/consumers • Humanize corporation and provide transparency • Utilize immerging Facebook Live technology to increase engagement and reach • Create a public relations boost for brands and company Process • Created strategy and execution plan • Drafted questions for interview • Planned location of filming and equipment requirements • Planned to answer additional consumer/fan questions from comments live • Collaborated with executive teams and corporate communication teams to ensure consistent messaging and voice • Included strategy of what unplanned/live questions we would steer away from on camera • Corporate Facebook account provided answers to the unanswered questions with feedback from brand, executive, and corporate communications teams to mitigate risk • Promoted Facebook Live interviews internally via email and internal company internet websites to encourage employee participation • Leverage learnings from previous Live Video activations to improve the interview project • Filmed on cutting-edge device • Had microphone and lighting equipment to enhance sound and reduce glare • Had internal team provide real-time questions to encourage other fans to ask questions while filming Outcome Videos performed better than regular planned content • Second video had approximately 1,000 more views than first video • Both videos—with no budget— performed comparable to agencyplanned Facebook Live videos for brand teams • Engagement Rates after a week were around 10% Built trust and improved relationships internally, especially with executive teams • Executives had better understanding of social media strategy and execution • Internal employees felt closer to social media marketing team and the executive teams Maintained messaging and voice throughout Created case study for future Facebook Live interviews and set benchmarks • Showed fans/consumers that company was transparent and truthful due to live • Future Facebook Live interviews setting/communication continued to build on learnings • Built trust because messaging in all • Increased equipment usage and mediums—news, social media, improved settings each time press releases, website, email, • Continued building trust both etc.—was consistent. internally and externally for company SOCIAL MEDIA STRATEGY – BRAND VOICE/MESSAGING – CONTENT ALIGNS WITH COMPANY VALUES – BENCHMARK CREATION – DEFINING/MEASURING SUCCESS Created brand voice template for how I have developed various brand voices in my career Strategy starts with brand voice creation To maintain connection across all touchpoints, brand voice should have pillars/characteristics Pillars/characteristics should be the same as company’s values Create descriptions for each value to build the framework ▪ The values are then charted with descriptions ▪ Included is the dos and don’ts for how to communicate with each voice characteristic ▪ Voice applies to all communication channels to ensure consistency Voice Characteristic Description Do Customer Satisfaction Trustworthy, Reliable, Genuine, Fair We show our customers that their satisfaction with our products and services is a top priority meeting or exceeding their expectations. We treat customers fairly and with respect. • • • Quality Dependable, Dedicated, Continuous improvement Don’t Be industry leader by sharing stories of brand’s commitment to our customers Providing valuable & easily accessible information about products & services Use a direct and genuine tone • • • Use legal speak Canned responses Come across as overly corporate or technical Share stories employee involvement Showcase our commitment to our products and brands Engage with Employees • • • Brag Be phony/over the top Use passive voice • • • • Be aggressive Be pushy Be long-winded Be dictators for the industry We show our commitment to quality by showcasing our products as dependable while always continuously improving our core processes and active employee involvement • Heritage is key, and we’re passionate about seeking creative and innovative approaches to developing our products and services while remaining efficient and cost-effective • • • Use brevity Be champions and leader for the industry Be cheerleaders Integrity Honest, Forthright, Ethical, Accountable We respect and care for our co-workers, customers, suppliers, shareholders, competitors and the community. We’re committed to a high standard of business behavior and ethical practices. • • • • Be uplifting Be confident Be honest/forthright Use direct and genuine tone • • • Use passive voice Be egotistical/narcissistic. Be prideful Respect Dignified, Recognition We consistently treat other with respect and dignity, recognizing the significant benefits that come from the diversity of individuals and ideas • • • • Be respectful Recognize achievements Share unique ideas Positive, uplifting tone • • • Talk down to others Dictate the conversation Take sides Teamwork Openness, Challenging, Diverse We show how we work together as a team across all functions and segments for the collective interests of the company. The team promotes an environment of openness, challenge, and growth • Share employee culture and teamwork Encourage employee involvement Show our commitment to our employees Feature many voices globally • Discourage employees from speaking out Feature a few voices (i.e. more North American than other regions) Innovative Efficient, Creative, Passionate, Cost-effective • • • • • ▪ A celebrity muse is assigned for inspiration ▪ Muse also communicates and is popular with target demographics ▪ The celebrity muse provides a tangible example for how the voice can come to life ▪ Less ambiguity and concrete example ▪ Strictly internal and doesn’t suggest support of views. ▪ Focus is on language and word usage ▪ Pull quotes from muse to show language/word usage in action ▪ Have quotes that fall into each value/brand voice characteristic ▪ If selected-muse doesn’t have quotes for each value, select new muse ▪ Must have inspiration for every value or risk losing part of brand identity ▪ Assign priority channels for each value/characteristic ▪ This dictates what value to prioritize for each channel ▪ Channels are optimized to serve users most engaging content ▪ Creates structure but can be easily modified ▪ Promotes agility if channel audiences evolves without sacrificing process ▪ Brand identity maintained across all channels Outcome Brand Voice template allowed for company to have framework for future brand voice development Celebrity muse can be easily switched out in case target demographics change Template and brand voice creation create consistent framework for multi-channel messaging • Template encourages agility without • Useful for digital and sacrificing planning and traditional channels structure • All content becomes consistent without need to additional planning sessions Each value is strategically placed and amplified on its most engaging channel • Channels and content is optimized for performance • All values are present to ensure identity isn’t lost but some prioritized depending on channel EMERGING TOOLS – WEBSITE USER EXPERIENCE – COMMUNICATIONS STRATGY – COST-SAVINGS - AGILITY Purpose • LiveWorld was not meeting our needs for Depend brand – was grandfathered in from digital agency • Security risks were exposed – Spam posted without ability to moderate first • Community management team could not effectively moderate per company guidelines • Consumers complained about not being able to easily use the discussion forums • A new tool needed to enhance user experience, secure the website, and allow community management team to work within company guidelines. Process • Created report for all the issues we were experiencing with the current tool • Included screenshots of consumer comments/complaints • Provided examples of fake accounts created • Showed data for spam comments received • Explained how we couldn’t moderate forums effectively • Provided list of must-haves and nice-to-haves for a new tool • Included need for comment moderation • Security features such as banning abusive users • Secure sign-in features – consumers had to register for the website • A backend for community managers to manage comments efficiently • Presented report and needs to brand team, IT, and the global technologies team • Met with vendors to assess potential new tools based on needs and cost • Global Technologies chose tool based on budget requirements and planned implementation Outcome • LiveFyre launched and made immediate difference • Consumers had to now log into the website with email or social media network – before they only logged into LiveWorld • This added consumers to the Depend database • Consumers could like, replay, and even report comments with LiveFyre • LiveFyre launched on other Kimberly-Clark brands with needs for a commenting feature on their websites • Created seamless, consistent user experience for all consumers of Kimberly-Clark brands • Once user registered for one brand, they were registered for all brands – only one set of credentials • Substantial cost-savings for company of 25% what they paid for LiveWorld CONTENT CREATION – STRATEGY – BRAND VOICE – SOCIAL MEDIA – WRITING/EDITING – COMMUNICATIONS Utilized different content types to keep content fresh • Video, photo, and linkshare Leveraged current trends and holidays, such as Father’s Day, to keep content timely Leveraged daily trends and obscure holidays to connect and promote brands while maintaining brand and company voice/messaging Promoted corporate social responsibility efforts on Twitter Focused on promoting United Way partnership in different regions to build out followings/engagement. Leveraged daily trends and crisp imagery to promote brands while maintaining brand and company voice/messaging Curated user-generated content (UGC) to build The American Club brand and connect with audience Focused on promoting The American Club’s/Destination Kohler’s amenities to grow brand and encourage bookings Promoted Golf Kohler’s offerings and Ryder Cup 2020 Used LinkedIn to promote hiring events for job seekers. Utilized images/stock photography for added visual element Leveraged employee photos and employer branding guidelines to create unique job postings (my photo was used for marketing) Created YouTube video series of Kimberly-Clark company values, and created LinkedIn content to promote series and increase engagement Promoted corporate recognition and awards to expand following and showcase company culture to possible candidates as well as internal employees