Microsoft US Partners - Social Media Manager
As the Social Media Manager for the Microsoft U.S. Partner channels, I empowered our U.S. Partners with the information they needed to manage their Microsoft relationship and achieve more.
· Monitor company brand health, build brand awareness and trust with over 110K followers, primarily Microsoft partners, influencers and industry audiences
· Assist with content and channel strategy for the B2B market, developing social media plans for yearly execution and quarterly goals on a monthly basis
· Increased social engagement by 78% YoY
· Analyze and report on campaign and content performance, refining the brand's social marketing strategy and framework as needed to achieve core business and community engagement objectives
· Conduct social media listening analysis on Microsoft executives and consult on their social presence strategy
Microsoft Services - Social Media Manager
Our mission is to empower leaders and sellers across Microsoft with tools and content to build long-term customer relationships with the largest companies in the world.
· Assist with content strategy, channel strategy and develop social media plans for yearly execution and quarterly goals
· Build and manage robust editorial calendars for all Microsoft Services social content
· Determine areas of opportunity and execute on tests and campaigns designed to drive customer acquisition, engagement and retention
· Research and identify social media influencers within our space
· Develop channel branding and social voice
· Conduct Social listening: monitoring brand's social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries
· Analysis findings to gain insights and act on opportunities
· Measure, analyze, optimize and report on campaign and content performance, refining the brand's social marketing strategy and framework as needed to achieve core business and community engagement objectives
· Regularly share / present learnings and insights across the organization
· Help manage agency partners and vendors for social media initiatives
My role: Social Media Manger, Consultant & Editorial Calendar Planner
Scholar Pale Ale
The Scholar Pale Ale was one of three scholarships I helped organize at College Hill Custom Threads. An idea that arose from our growing market within the brewery and winery industry and their need for custom apparel and promotional products. We decided to combine our love for giving back to the collegiate community as well as to highlight some of our favorite customers. Thus, the Scholar Pal Ale was born.
Project details: College Hill collaborated with local Washington State brewers and hop suppliers to fund a scholarship for Washington State University students. We announced the first ever beer release in collaboration with Old Schoolhouse Brewery and YCH HOPS. The Scholar Pale Ale was distributed statewide to local breweries, pubs and bars. With every keg purchase, $100 was donated to a scholarship for WSU. The College Hill-funded scholarship was awarded to a student seeking a major in beverage management within the Carson College of Business’ Hospitality program, or any student studying fermentation science in the College of Agriculture, Human and Natural Resource Sciences Department at Washington State University.
The Scholar Pale Ale created an opportunity for the bars, pubs and breweries of Washington State to encourage students to further their education in the industry.
“We’re creating an opportunity that has yet to be tapped, collaborating with partners that are leaders in the brewing industry on a well-crafted pale ale,” says College Hill account executive Stephanie Rodriguez. “A brewing-focused scholarship fund will help pave the way for future craft beer innovators.”
With this project we aimed for the following business outcomes:
Increase sales
Bring in new customers
Get existing customers to buy more
Increase market share
Better establish our brand
Improve customer loyalty
Launch an advertising / PR campaign
Encourage word of mouth
Increase market share
Retain existing profitable customers
Make customers feel more valued
My role: Marketing Director - Advertising, PR, social, word of mouth, distribution channels, promotion, display in breweries/ bars, website, and so on.
Collaboration project with: Art Director Whitney Bell, Project Manager Stephanie Rodriguez, and College Hill Custom Threads.
Read more: Scholar Pale Ale Project Feature
Email & Social Marketing Campaigns
Integrating email marketing with social media efforts became more and more part of my marketing strategy for College Hill over the years. As our social network sat around 30K+ followers and subscribers we invested in Hubspot Marketing (insert heart eye emoji.) This changed the game for automation of my campaign development and social strategy.
I invested my time in content creation and social engagement with CTA of subscribe / follow / start an order - thus creating an email list of over 50K subscribers and an industry high open rate of 22%-25%. Working along side the Art Director Whitney Bell, we were inspired by our customers and engaged them through web, social, blog and email features.
I aimed for the following business outcomes:
Increase market share
Improve customer loyalty
Increase word of mouth
Retain existing profitable customers
Make customers feel more valued
The strategy I was able to build with Hubspot Marketing and our cliental was extremely valuable in creating the follow ups and engagements with campaigns, promotions and announcements. Retargeting via website and social, were workflows I built within Hubspot, keeping the businesses desired outcomes in mind.