Social Media
Given my passion for brand development and consumer insights, social media is the perfect medium to engage and connect with consumers. Managing branded communications through posts and community management requires strong guidelines and a good team. Throughout my career, I have developed in-house social media teams and transformed channels from flat, stock-image based feeds, into living, breathing channels featuring company, customer, and employee ambassadors. From paid to organic, social media is ideal for testing creative, getting real-time feedback, and engaging with your customers in an authentic and meaningful way.
Before & After
Show, Don’t Tell
For years, Epson’s social channels were a mix of fact/feature messaging and stock image photography. After creating a new in-house team, we implemented a new content strategy that focused on lifestyle & solutions imagery, user-generated content, activation coverage, etc. Since this change, follower counts have increased 77% and engagement has never been better.
Branded Content
To help drive a national expansion for a leading young adult healthcare portfolio, we launched a lead-generation digital content strategy that emphasized aspirational branding, lifestyle imagery, and micro-influencers to help tell the portfolio's unique branded story. This stategy resulted in a 30% YOY increase in consumer-direct conversions.
Highlight Customers
User-generated content is one of the most effective, on-brand forms of connection between a company and its customers. Whether in posts or in stories, showcasing our customers engaging with our products is one of the best ways to build brand equity, loyalty, and help evangelize those that already believe in your cause.
Campaign Performance
Strong Creative, Targeting, & Results
Launched in July 2019, the goal of this consumer campaign was to raise national awareness as measured by an independent third-party firm. Through strong creative. strategic targeting, and close optimization, the campaign raised national brand awareness by 30% and over-delivered on impressions by 19%.
Brand Performance Benchmarks
At the start of Epson’s relationship with Shaquille O’Neal, one goal was for our content to standout from the other brands he worked with. After extensive review and analysis of his social channels, we worked with our creative agency, 31,000ft, to create a compelling content strategy that outperformed all other branded posts on his social platforms in Q1 and Q2, except for Krispy Kreme’s free donut giveaway promotion.
Right Content, Right Audience
Working close with our agency partners, we crafted unique content for each social platform to test response and receptivity for later phases of this consumer campaign. While we were happy with the results, we were pleasantly surprised at the LinkedIn response given the consumer-focused messaging, and made it a key part of our strategy going forward.
Content Created to Drive Engagement
