Michelle Sawyer - Digital Folio 2014


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An overview of over 5 years of digital work across Digital Marketing, Social Media and Content - including analytics and strategy, production, community management, application development, content curation and much more.

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Michelle Sawyer - Digital Folio 2014

  1. 1. DIGITAL MARKETING STRATEGY/ANALYTICS As part of my role with Monash University, I created a series of strategy presentation slides to aid in the delivery and education of Monash‟s social media strategy, but also to assist Faculties with better leveraging Monash channels and implementing their own social media strategies. These slides were part of an overall strategy I worked on, which also incorporated KPIs and a focus on increasing engagement around Australian highschool students, aged 16 – 18, to drive First Preferences for the university.
  2. 2. DIGITAL MARKETING STRATEGY/ANALYTICS Part of my responsibilities as the Social Media Coordinator for Monash University, I had to manage and produce the monthly OMC report, which combined analytics from across all departments and teams within the Office of Marketing and Communication. As well as creating the final report, which was done via PowerPoint and incorporating data and graphs created within Excel, I also had to manage and provide insights on all digital data. This came from a combination of Google Analytics, Facebook and self created reporting documents.
  3. 3. DIGITAL MARKETING STRATEGY/ANALYTICS During my role at Digital Marketing Manager with PUMA Australia, I have created and managed a number of reports across campaigns, eDMs, online assets, SEM and more; gathering data via various analytics tools including Google Analytics and self created reporting documents.
  4. 4. DIGITAL MARKETING SEO As part of a new online initiative for PUMA Australia, I worked with digital agency, Spark Digital, to build a new online site for football. This incorporated a competition section, where fans could leave their own football stories and integrate content from social media channels, Twitter and Instagram. Including banners, player profiles and news on sponsored teams, the site has helped to generate increased rankings around „football‟ in Australia. Descriptive metadata on images has also been key to increasing organic search results.
  5. 5. DIGITAL MARKETING SEO Vivid LIVE 2011 event roundup – This roundup on which I was the sole editor, featured an overview, with a Facebook Like Box and individual promos linking to each event at the festival. It reached the top 10 on Google searches (see above) for Vivid LIVE 2011. Page example shown is the overview for Modular Presents: Leave The All Behind IV, which featured an embedded video and Facebook Like Box, plus Time & Ticketing information hyperlinked to the festival ticketing page.
  6. 6. DIGITAL MARKETING SEM Based on the success of the PLA and AdWords campaign for the release of Mobium in Australia, which drove 83% sell-through online for The Athlete‟s Foot, we built on our SEM for the launch of evoPOWER, also utilising TrueView adverts, which helped to drive over 3 million views for the campaign - exceeding KPIs for this area of the campaign.
  7. 7. DIGITAL MARKETING DISPLAY ADVERTISING To build the awareness around local assets for the launch campaign of evoPOWER, I worked with a freelance graphic designer to develop localised display adverts to sit within Inside Sport‟s landing page. To keep in line with global standard, the ads used global creative, but featured local assets in local code action positions for AFL and NRL.
  8. 8. DIGITAL MARKETING ONLINE Across my career in Digital, I have worked across a number of CMS systems in managing web content. I have also worked as a digital producer, creating UX strategy and user journey maps, wireframes and more. Above are examples from GSK‟s new external facing hub for medical practitioners. As well as building the site from scratch in Adobe CQ5, I worked with the development and designer teams to build content assets and fix system problems. During this project, I was also the planner and developer. With the RACV, I helped to improve SEO content, through updating meta data, descriptions and other web copy, and also updating images – including producing new banner content.
  9. 9. DIGITAL MARKETING ONLINE During my time at PUMA Australia, I have been able to implement custom landing pages on PUMA.com, localised competition pages on regional digital assets and create our first ever Australian hub for football.
  10. 10. SOCIAL MEDIA COMMUNITY MANAGEMENT Commencing with Monash University in August 2012, I increased engagement on Monash’s LinkedIn company page from 1% to 7%, subsequently building the page‟s followers to over 10,000 from a starting point of 8,500. This was achieved through improved consistency and frequency of posts, via utilising Hootsuite scheduling and concentrating content reflective of Monash research and achievements – themed content.
  11. 11. SOCIAL MEDIA COMMUNITY MANAGEMENT As part of a social campaign for Change of Preference Expo at Monash University, I ran a live tweet stream from the expo. Using the hashtag #goingtomonash, I later turned it into a Storify search to create a long term list of all the information tweeted during the expo, which was across information sessions from multiple Monash Faculties. This was also replicated for O Week, of which a highlight was having Triple J‟s Alex from their breakfast program join in the shenanigans.
  12. 12. SOCIAL MEDIA STRATEGY/ANALYTICS To unify the spread of social media channels for Monash University, working with the design team, we created a series of branded theme content for channel backgrounds and headers. This ran across all channels, which included Facebook, Twitter, YouTube, LinkedIn, Google+, Flickr, Storify, Scribd and Visual.ly. This provided new opportunities to promote key events, such as First Preferences, students comps (as above) and Post Graduate courses.
  13. 13. SOCIAL MEDIA STRATEGY/ANALYTICS Through out my digital career, I have had to use analytics and metrics to show ROI for managers and directors. I have also had to be a trail blazer with social media strategy, having implemented a number of methods, such as integrations of social content into digital assets via APIs, content management via tolls such as Radian6 and Hootsuite, and more; all which have become standard practice.
  14. 14. SOCIAL MEDIA APPLICATIONS Citysearch Gurus Facebook Tab – all graphics/panels were created in Photoshop, then loaded as an image in to the CMS. Through adding a basic tab application, using simple HTML coding, each blogger panel hosted an underlying hyperlink which directed the user back to their personal blog on the website when clicked. RACV Travel Facebook Tab – This tab was originally created to work in the same style as Citysearch, but then progressed into running via existing web content hosted in the CMS. Working with a developer, I put together a mock-up of the selected sections required for the build.
  15. 15. CONTENT STRATEGY/ANALYTICS As well as compiling data and providing insights for Monash University‟s social media channels in monthly report, I also created a series of slide presentations to help being awareness to the importance of content, curation and how it can be vital to helping drive reach online, and advocacy for a brand.
  16. 16. CONTENT CURATION/MANAGEMENT To better manage and display Monash‟s videos, I created new playlists to add greater context and updated existing title, tags and short descriptions to improve SEO. I also began championing video integration into Monash web pages and created a submission form, via Google Form, to make video upload submissions easier for Faculties and Departments.
  17. 17. CONTENT CURATION/MANAGEMENT To better manage and display Citysearch videos (created by Speaker TV), I created our Citysearch TV channel on Vimeo. Each video featured a short description and was embedded into the corresponding web content. Using Vimeo‟s badges, I was able to embed round ups of our music videos to my Oz Music Festival Roundup on the website.
  18. 18. CONTENT CURATION/MANAGEMENT Monash‟s Flickr channel was underused, with key SEO fields, including short descriptions and tag words not existing on live galleries. Since commencing in August 2012, I have updated all existing gallery‟s content fields, added 24 new sets and created 9 new collections. I have also instigated promotion of galleries across Monash social media channels, integrated Flickr sets into Monash websites and opened up gallery submissions to Faculties and Departments within the university.
  19. 19. CONTENT CURATION/MANAGEMENT To integrate engaging content into the Citysearch site at minimal cost, Flickr was used to add gallery functionality to the website through embedding, whilst also helping to generate SEO bonus points. Each festival gallery also had a short description of the festival and links back to the full review and Facebook galleries to encourage tagging. A shorter gallery series titled “The Day That Was…” was created to use as an embedded gallery overview in the online reviews.
  20. 20. CONTENT CURATION/MANAGEMENT Previous to my commencement at Monash University, Scribd had only been used by them for a single campaign for Open Day. I have since started championing the medium as part of Monash Content Strategy, loading course guides, press releases and more from the Office of Marketing and Communications, as well as Faculties within Monash.
  21. 21. CONTENT CURATION/MANAGEMENT Monash‟s Office of Marketing and Communications has embraced infographics and motiographics. To improve SEO and gain reach, I started a channel on Visual.ly – which is a specialist social channel for info and motiongraphic content. This content is also being readily integrated into web pages on Monash‟s website.
  22. 22. CONTENT PRODUCTION Over the years, I have also had to utilise my broad skill set to produce content. As well as creative writing, I have also created a number of image and graphic content for digital assets, including websites and social media. Above or some more recent examples of content, including banners created from PUMA creative for Footlocker, and GIFs to highlight the unique flex of the evoPOWER, as well as a 360 view.