Description
Job Role: Creative Director / Strategist
Client: Sun Microsystems
Year: 2007 – 2009
Research
- Conduct audience audit by segment
- Quantitative – Who, Where and When
- Bloggers
- Influencers
- Communities
- Platforms
- Qualitative – What, Why and How
- Conversation topics
- Trends
- Sentiment
- Emotion
Blogger Outreach
- Outreach to key bloggers
- Event announcements
- Program offerings
- Customer success stories
Social Media Presence Management
- Facebook group
- Twitter profile
- Corporate blog
Influencer Outreach
- Determine key influencers within community
- Conduct outreach to influencers
- Secure panelists for events
- Invite key community members to events and sneak peeks for new offerings
Event Planning
- Startup Camp 4 & 5
- Secure panelists
- Determine discussion topics
- Coordinate partner involvement
- Promote events through social media channels
Social Media Training
- Survey team to determine which platforms and activities are appropriate for each member
- Present social map to outline platforms and audience location
- Train on best practices
- Train on technical considerations
Results
- Over 9 months:
- Attendance at Startup Camp more than doubled from previous years
- SSE highly visible within Web 2.0 community
- Over 3,000 mentions
- Hundreds of posts
- High level of community engagement
Client Endorsements:
“Jackie really knows her stuff, and has been invaluable helping my team to understand “viral” marketing and how to design a truly community-oriented portal. Creative, honest, straightforward and thorough, I have really enjoyed her and her work.”
-Joann Yates
Sr. Marketing Manager, Sun Mirosystems
