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Social Media Portfolio
Meet James Hills
I have a passion for creating engaging content
and an expertise with promotion by integrating
elements of...
The following programs are ones that I directly lead social marketing support for.
I look forward to answering any questio...
#OrangeTuesday Blogger Campaign
(2014)
Results:
Generated positive brand exposure for
BuyCostumes by producing 30K social
...
#aintmomgrand (2014)
Results:
Gained exposure for ProFlowers and Shari’s
Berries brands in front of 300k+ people at
Grand ...
Oil Change Offer (2012)
Results:
Drove over $1 MM in revenue.
Campaign resulted in a discovery that
coupon cost was covere...
Sears / Kmart Influencer Network
(2012)
Results:
Designed and built an enterprise-wide Social
Influencer Network with elem...
Social / Affiliate Partnership (2012)
Results:
Exceeded FY12 “Blogger Impressions
Goal” before the end of Q1.
Partnership ...
Personal Shopper Campaign (2012)
Results:
Recruited 300+ Personal Shoppers, representing
90% of the commerce activity (com...
Confidential, Property of James Hills - james@aboutjameshills.com
Valentines Day Storm Response (2014)
Results:
25,000 inbound messages between Feb 13 and
Feb 18. Through transforming soci...
Sentiment Support: Mother’s Day
(2014)
Results:
Avoided “negative media attacks”, sentiment
higher than expected (and YoY)...
Confidential, Property of James Hills - james@aboutjameshills.com
Bachelor Sweeps (2014)
Results:
Despite having top-of-funnel input halted
due to pulling marketing support due to
celebrit...
Grilling Is Happiness (2012)
Results:
Exceeded goals for 1) number of entries
and 2) activations of coupon provided to
ent...
Operation Rebuild (2011)
Twenty projects to help veterans were selected
in cooperation with Rebuilding Together. The
conte...
Home Suite Home (2011)
Each week featured a different appliance brand and associated prizes. Users explored the house, and...
12 Days of Appliances (2010)
Each of the 12 Days featured a different appliance prize. For a chance to win, users clicked ...
Confidential, Property of James Hills - james@aboutjameshills.com
Facebook Editorial Management
(2009-Today)
Confidential, Property of James Hills - james@aboutjameshills.com
I have manage...
Twitter Editorial Management
(2007-Today)
Confidential, Property of James Hills - james@aboutjameshills.com
I have managed...
YouTube Management (2009-Today)
Confidential, Property of James Hills - james@aboutjameshills.com
I have managed YouTube c...
Pinterest Management (2013-Today)
Confidential, Property of James Hills - james@aboutjameshills.com
I led the restructurin...
Instagram Management (2013-Today)
Confidential, Property of James Hills - james@aboutjameshills.com
Instagram at ProFlower...
Google+ Management
(2011-Today)
Confidential, Property of James Hills - james@aboutjameshills.com
Organically grew the Goo...
Confidential, Property of James Hills - james@aboutjameshills.com
#IHeartBourbon (2014)
 Tweets: 3,641
 Impressions*: 19 MM
 Unique Contributors: 423
 Absolute Reach: 1.3 MM
* Impressi...
Mother’s Day 2014 Twitter Reach
(ProFlowers)
Confidential, Property of James Hills - james@aboutjameshills.com
Holiday 2011 (Sears)
#SearsChat Twitter Party Report
Date Tweets Participants Impressions Adj. Impressions Reach New Follo...
Holiday 2011 (Kmart)
#KmartChat Twitter Party Report
Date Tweets Participants Impressions Adj. Impressions Reach
Layaway 3...
Confidential, Property of James Hills - james@aboutjameshills.com
#AintMomGrand (2014)
Confidential, Property of James Hills - james@aboutjameshills.com
Sears Chef Challenge (2010)
Confidential, Property of James Hills - james@aboutjameshills.com
BlogHer 2011 (Sears Style & Gordon Ramsay Launches)
Confidential, Property of James Hills - james@aboutjameshills.com
Kenmore Blogger Summit (2012)
Confidential, Property of James Hills - james@aboutjameshills.com
ShopYourWay Blogger Summit (2012)
Confidential, Property of James Hills - james@aboutjameshills.com
#GrillingIsHappiness Blogger Support (2012)
Confidential, Property of James Hills - james@aboutjameshills.com
Confidential, Property of James Hills - james@aboutjameshills.com
Dream Arcades (2005-2009)
Confidential, Property of James Hills - james@aboutjameshills.com
Man Tripping (2006 – current)
Confidential, Property of James Hills - james@aboutjameshills.com
Confidential, Property of James Hills - james@aboutjameshills.com
MarylandShoreWeddings.com (2009)
Results:
Placed in the top 5-10 positions for
targeted keywords.
Attracted 30+ guest auth...
FYDOLand.com (2007)
Results:
More than 100 clients and other dog
owners created accounts, generating
40,000+ page views as...
For More Information:
Social Media Portfolio:
http://aboutjameshills.com
Twitter:
@JamesHills (personal)
@ManTripping (blo...
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James Hills Social Media Portfolio

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The following portfolio is an overview of the social media marketing tactics, strategies, and programs that I have led. For more information about me please visit: http://aboutjameshills.com or email: james@aboutjameshillscom.

Published in: Social Media

James Hills Social Media Portfolio

  1. 1. Social Media Portfolio
  2. 2. Meet James Hills I have a passion for creating engaging content and an expertise with promotion by integrating elements of PR, SEO, Web Design, Event Marketing, Advertising, and Interactive Design to engage communities. My belief is that successful social campaigns require that marketers focus on identifying customer desires and then delivering content of value to satisfy the desire. Providing Value is the core of my personal philosophy and has guided my life as a member of my local community, a husband, a entrepreneur, and as a marketing leader. Confidential, Property of James Hills - james@aboutjameshills.com
  3. 3. The following programs are ones that I directly lead social marketing support for. I look forward to answering any questions you may have about my portfolio. Confidential, Property of James Hills - james@aboutjameshills.com
  4. 4. #OrangeTuesday Blogger Campaign (2014) Results: Generated positive brand exposure for BuyCostumes by producing 30K social posts resulting in 220MM impressions by 4,300+ engaged customers during their key Halloween buying season. Blogger content was also leveraged by social media team to promote through owned and paid channels. Program supported by: Bloggers, Vloggers, and Social Influencer Amplification. Confidential, Property of James Hills - james@aboutjameshills.com
  5. 5. #aintmomgrand (2014) Results: Gained exposure for ProFlowers and Shari’s Berries brands in front of 300k+ people at Grand Central Station as well as generated 81MM social media impressions reaching 8 MM unique contributors – exceeding the reach of our key competitor during the Mother’s Day campaign. Program supported by: Organic + Paid social media on Twitter, Facebook, G+, and Bloggers / Influencer Amplification. Confidential, Property of James Hills - james@aboutjameshills.com
  6. 6. Oil Change Offer (2012) Results: Drove over $1 MM in revenue. Campaign resulted in a discovery that coupon cost was covered by increase in AOV and new customer acquisition. Program has been repeated with different iterations since then. Program supported by: Facebook posts, Organic Tweets, Promoted Tweets, FourSquare Check-in Specials, and Bloggers. Confidential, Property of James Hills - james@aboutjameshills.com
  7. 7. Sears / Kmart Influencer Network (2012) Results: Designed and built an enterprise-wide Social Influencer Network with elements including: 1. Legal (Contracts & FTC Disclosure Guidelines) 2. Procurement (Preferred Vendor Agreements) 3. CRM (Registered more than 500 bloggers, including 6 “inner circle” members approved to execute campaigns on our behalf). 4. Financial (Reduced cost to execute campaigns by 50%, saving $60,000+ in FY 2012). 5. Internal Alignment (Coordinated with PR and BU leadership and marketing teams to ensure that blogger engagement policies were consistent across the enterprise. Confidential, Property of James Hills - james@aboutjameshills.com
  8. 8. Social / Affiliate Partnership (2012) Results: Exceeded FY12 “Blogger Impressions Goal” before the end of Q1. Partnership between Affiliate and Social teams resulted in a discovery that deal bloggers wanted high-quality content from us and were willing to work as a partner to bring our deals to their readers through “deal blogs” as well as social engagement through Twitter, Facebook, and other networks. Blogger Network grew to include 150+ deal, coupon, and frugal bloggers, resulting in incremental 500k impressions each week week. Confidential, Property of James Hills - james@aboutjameshills.com
  9. 9. Personal Shopper Campaign (2012) Results: Recruited 300+ Personal Shoppers, representing 90% of the commerce activity (compared to that recruited through other marketing channels: email, job boards, and display ads). Tactics Included: •Social Messaging on Owned Media •Twitter Parties •Sponsored & Earned Blog Posts •Promoted Tweets & Facebook Ads •Blogger Summit •BlogHer Ambassador Campaign •Google+ Hangouts Confidential, Property of James Hills - james@aboutjameshills.com
  10. 10. Confidential, Property of James Hills - james@aboutjameshills.com
  11. 11. Valentines Day Storm Response (2014) Results: 25,000 inbound messages between Feb 13 and Feb 18. Through transforming social customer service messaging and making it proactive and “human” we were able to recover positive sentiment by Feb 15. Cited by Inc.com for how to handle social media in a crisis. Triple A Method: •Acknowledge •Apologize •(take) Action Confidential, Property of James Hills - james@aboutjameshills.com
  12. 12. Sentiment Support: Mother’s Day (2014) Results: Avoided “negative media attacks”, sentiment higher than expected (and YoY), 5/9 and 5/10. Tactics: 1. Social crisis communications strategy deck 2. Proactive CS messaging 3. Non-promotional social activations 4. Q&A page on ProFlowers.com 5. Social Aggregator to tell the “real story” to support PR’s “reputation management” efforts. Confidential, Property of James Hills - james@aboutjameshills.com
  13. 13. Confidential, Property of James Hills - james@aboutjameshills.com
  14. 14. Bachelor Sweeps (2014) Results: Despite having top-of-funnel input halted due to pulling marketing support due to celebrity crisis, social sharing / viral activity generated almost 6k new likes and 3k new email addresses supporting Valentine’s Day marketing efforts. Support Tactics Included: •Social Messaging on Owned Media •Facebook Ads •Sweeps Directories •Email Marketing Confidential, Property of James Hills - james@aboutjameshills.com
  15. 15. Grilling Is Happiness (2012) Results: Exceeded goals for 1) number of entries and 2) activations of coupon provided to entrants in the “Thank you for entering” email. Creative was designed to allow for a streamlined entry process, ultimately yielding 30,000+ entries. Support Tactics Included: •Social Messaging on Owned Media •Twitter Parties •Promoted Tweets & Facebook Ads •Sponsored & Earned Blog Posts •Blogger Ambassadors •Email Marketing •Display Ads Confidential, Property of James Hills - james@aboutjameshills.com
  16. 16. Operation Rebuild (2011) Twenty projects to help veterans were selected in cooperation with Rebuilding Together. The contest was designed to enable our community and those of the finalists to determine how to allocate $250,000 worth of grant money. The Facebook app allowed for voting, social sharing and also served to collect additional donations for the Sears “Heroes At Home” campaign. Confidential, Property of James Hills - james@aboutjameshills.com
  17. 17. Home Suite Home (2011) Each week featured a different appliance brand and associated prizes. Users explored the house, and clicked on item to learn more and a chance to win. A threshold prize was also used to encourage social sharing. When the virtual “tree” fully filled in, a suite of Kenmore appliances was unlocked. Confidential, Property of James Hills - james@aboutjameshills.com
  18. 18. 12 Days of Appliances (2010) Each of the 12 Days featured a different appliance prize. For a chance to win, users clicked on the gift to unwrap it. A threshold prize was also used to encourage social sharing. When the virtual “gift box” unwrapped, a suite of Kenmore appliances was revealed for all users to have a chance to win. Confidential, Property of James Hills - james@aboutjameshills.com
  19. 19. Confidential, Property of James Hills - james@aboutjameshills.com
  20. 20. Facebook Editorial Management (2009-Today) Confidential, Property of James Hills - james@aboutjameshills.com I have managed Facebook editorial calendars and content production for a variety of businesses including: Sears, Kmart, and ProFlowers as well as several small and mid-sized businesses while working as an agency or consultant.
  21. 21. Twitter Editorial Management (2007-Today) Confidential, Property of James Hills - james@aboutjameshills.com I have managed Twitter editorial calendars and content production for a variety of businesses including: Sears, Kmart, and ProFlowers as well as several small and mid-sized businesses while working as an agency or consultant.
  22. 22. YouTube Management (2009-Today) Confidential, Property of James Hills - james@aboutjameshills.com I have managed YouTube channels and video production for a variety of businesses including: Sears, Kmart, and ProFlowers as well as several small and mid-sized businesses while working as an agency or consultant.
  23. 23. Pinterest Management (2013-Today) Confidential, Property of James Hills - james@aboutjameshills.com I led the restructuring of the ProFlowers Pinterest strategy in an effort to create a more lifestyle and brand focused social experience as well as supporting the objective of driving traffic to proflowers.com
  24. 24. Instagram Management (2013-Today) Confidential, Property of James Hills - james@aboutjameshills.com Instagram at ProFlowers served as an opportunity for us to engage directly with customers and gift recipients as they shared photos of their flowers with friends online.
  25. 25. Google+ Management (2011-Today) Confidential, Property of James Hills - james@aboutjameshills.com Organically grew the Google+ presence for Sears, Kmart, and ProFlowers brand pages as well as managed moderator team and served as the platform expert, including leading Google+ Hangouts and content strategy. Grew ProFlowers community from < 500 to 12,500+ in one year.
  26. 26. Confidential, Property of James Hills - james@aboutjameshills.com
  27. 27. #IHeartBourbon (2014)  Tweets: 3,641  Impressions*: 19 MM  Unique Contributors: 423  Absolute Reach: 1.3 MM * Impressions are also referred to as “timeline deliveries” and calculated by summing the followers for each Tweet that includes the hashtag #IHeartBourbon 1/8/2015 27Prepared by Flow Social Media Organized Twitter Party bringing 13 different Bourbon distilleries together to celebrate Bourbon Heritage Month and promote website bourbonblog.com.
  28. 28. Mother’s Day 2014 Twitter Reach (ProFlowers) Confidential, Property of James Hills - james@aboutjameshills.com
  29. 29. Holiday 2011 (Sears) #SearsChat Twitter Party Report Date Tweets Participants Impressions Adj. Impressions Reach New Follows 125th Birthday 1-Nov 2,805 203 14,130,044 6,715,267 556,114 124 Holiday Entertaining 7-Nov 4,992 276 26,463,038 24,955,997 722,239 105 People's Pick 14-Nov 3,321 195 17,470,223 14,844,245 446,208 71 Black Friday 21-Nov 2,450 195 11,187,196 8,774,813 503,956 99 Gift Expert 28-Nov 2,861 239 14,351,063 12,825,534 587,933 112 Tools Holiday Catalog 5-Dec 3,457 240 14,662,578 12,469,286 556,701 70 Holiday Style/Fashion 12-Dec 2,990 230 25,155,731 22,422,727 593,544 110 Holiday Cooking 16-Dec 1,308 109 2,592,161 832,323 242,595 46 Last Min Gift Tips 19-Dec 3,742 209 15,130,211 13,285,442 562,963 75 Total 27,926 1,896 141,142,245 117,125,634 4,772,253 812 Legend Impressions: Total # of potential viewers for the Twitter chat Adjusted Impressions: Total # of potential viewers for the Twitter chat (excluding Sears Twitter accounts) Reach: Total # of unique potential viewers for the Twitter chat Confidential, Property of James Hills - james@aboutjameshills.com
  30. 30. Holiday 2011 (Kmart) #KmartChat Twitter Party Report Date Tweets Participants Impressions Adj. Impressions Reach Layaway 3-Nov 4,337 228 17,594,775 17,060,499 620,619 Holiday Planning / $1,000,000 Layaway Giveaway 9-Nov 3,387 227 14,059,387 6,486,624 521,755 Sports / TV / CE Themed 16-Nov 2,263 172 11,576,005 11,576,005 509,038 Blue Friday / Buy Door Busters for Layaway 22-Nov 2,689 179 12,079,207 11,686,563 543,448 Holiday Fashions 30-Nov 3,337 178 14,496,058 12,824,585 411,384 Holiday Decorations 7-Dec 1,965 133 4,593,129 3,544,595 334,906 Kmart Countdown to Christmas/ Green Monday 11-Dec 3,110 194 19,506,683 19,085,192 669,375 Holiday Cookies 14-Dec 2,002 145 13,032,833 12,215,982 385,058 Kmart Christmas 21-Dec 2,454 157 13,219,494 11,807,999 519,286 Total 25,544 1,613 120,157,571 89,227,545 4,514,869 Legend Impressions: Total # of potential viewers for the Twitter chat Adjusted Impressions: Total # of potential viewers for the Twitter chat (excluding the Kmart Twitter account) Reach: Total # of unique potential viewers for the Twitter chat Confidential, Property of James Hills - james@aboutjameshills.com
  31. 31. Confidential, Property of James Hills - james@aboutjameshills.com
  32. 32. #AintMomGrand (2014) Confidential, Property of James Hills - james@aboutjameshills.com
  33. 33. Sears Chef Challenge (2010) Confidential, Property of James Hills - james@aboutjameshills.com
  34. 34. BlogHer 2011 (Sears Style & Gordon Ramsay Launches) Confidential, Property of James Hills - james@aboutjameshills.com
  35. 35. Kenmore Blogger Summit (2012) Confidential, Property of James Hills - james@aboutjameshills.com
  36. 36. ShopYourWay Blogger Summit (2012) Confidential, Property of James Hills - james@aboutjameshills.com
  37. 37. #GrillingIsHappiness Blogger Support (2012) Confidential, Property of James Hills - james@aboutjameshills.com
  38. 38. Confidential, Property of James Hills - james@aboutjameshills.com
  39. 39. Dream Arcades (2005-2009) Confidential, Property of James Hills - james@aboutjameshills.com
  40. 40. Man Tripping (2006 – current) Confidential, Property of James Hills - james@aboutjameshills.com
  41. 41. Confidential, Property of James Hills - james@aboutjameshills.com
  42. 42. MarylandShoreWeddings.com (2009) Results: Placed in the top 5-10 positions for targeted keywords. Attracted 30+ guest authors from the Maryland / Virginia / DC area wedding industry who joined the social network and engaged with Chesapeake Bay Beach Club and Tidewater Inn sales staff. Confidential, Property of James Hills - james@aboutjameshills.com
  43. 43. FYDOLand.com (2007) Results: More than 100 clients and other dog owners created accounts, generating 40,000+ page views as customers shared photos of their pets. Social Network activity generated more than a dozen new clients in the first six months. Social Network functioned as a CRM, allowing client to improve their customer service and improve customer engagement. Confidential, Property of James Hills - james@aboutjameshills.com
  44. 44. For More Information: Social Media Portfolio: http://aboutjameshills.com Twitter: @JamesHills (personal) @ManTripping (blog) Mobile: 630-779-9302 Email: james@aboutjameshills.com Endorsements: http://aboutjameshills.com/endorsements.html

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