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Katie Dean Williams Portfolio


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Professional compilation of public relations, marketing, and media materials to showcase the work of Katie Dean Williams. Latest updated version can be found here:

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Katie Dean Williams Portfolio

  1. 1. Sept. 11- Oct. 11, 2010Pacific Fleet Social Media Report by Katie Dean Williams As compared to Aug. 10 – Sept. 10, 2010Goals: SM Monitored: Audiences: Activity Log of Pacific Fleet (PF) during Report 2: N = 262 Most Commented on photo: By the Numbers: Pinning ceremony 2381 Likes 50% from R1 Uploaded on Sept. 16, 2010 40 Likes, 20 Comments 108 Wall posts 68% from R1 868 Wall posts by others 10% from R1 Most loyal fan: Surface Warriors – 20 wall posts Facebook Activity What this Means: Nothing is posted on Twitter during most weekends. This is followed by a spike (see the Activity Log), as we see on Oct. 4 and 5. This is due to @pacificfleet thanking those who retweet or mention them. This is important because social media is interactive and should be used for two-way communication. My suggestion is to spread these out, so there is N = 874 consistent conversation throughout the entire week. There was a 71.22% decrease in the responses to interactive questions during R2 to R1. This is because the questions asked this period were vague and obviously seeking information, such as: “What is your favorite page and why?” The question from R1 was By the Numbers: better because it directly affected people’s 4611 Following 14% from R1 lives. “What is your favorite ship?”is a direct question that people can answer easily, as the 4922 Followers 12% from R1 main target audience is active sailors, family 524 Lists following PF 10% from R1 of sailors, Navy veterans and civilian supporters. My suggestion is to narrow down interactive questions so that they specificallyList Topics relate to the fan base.for Report 1 (R1) and Report 2 (R2): Tweet Topics by PF: The comments left by people on Facebook and mentioned through Twitter are great ways to get a pulse on your audience. During R2, one example stood out: a fan asked to have the letters capitalized in “chief petty officer.” Within 4 hours of the complaint, it was addressed by Pacific Fleet. The telling part is that after the comment was addressed, others commented back in support of Pacific Fleet’s actions. This is the best way to establish rapport with a fan base, and I would continue to monitor the N = 99 N = 165 comments several times a day. Most viewed video this month: By the Numbers: 2900 Video views 6% from R1 alk36% from R1: 967 views USS Essex Valiant Shield – 1 month ago 16 video uploads 60% from R1 42 subscribers 75% from R1 Average Video Time for R2: 1:37 seconds All data without citation was collected through primary research on a 1/5 sampling rate
  2. 2. Pacific Fleet Social Media Report by Katie Dean Williams Oct. 11- Nov. 10, 2010 As compared to Sept. 11 – Oct. 10, 2010Goals: SM Monitored: Audiences: Goals: Objectives: Target Audiences:  Discover which tool best  Increase overall interaction Primary – Active Sailors, Family of Sailors, encourages discussion of the with Twitter fans by 10% by Navy Veterans and Civilian Pacific Fleet in social media. Dec. 11 Supporters  Determine what people say  Increase the positive tone Secondary – Army, Air Force, Marines, about the Pacific Fleet in in Facebook posts by 10% Coast Guard, Media, Recruits, social media. by Dec. 11 unable to determine Fan interaction for Report 3: N = 1206 Most Commented on photo: By the Numbers: Daddy’s  home… Uploaded on Oct. 27, 2010  3345 Likes 40.48% from R2 141 Likes, 23 Comments 252.5% from Report 2  95 Wall posts 13.68% from R2  830 Wall posts by others 4.37% from R2 Most loyal fan: Frankie King – sister of a sailor What this Means: Twitter followers are more active on Mondays and Fridays than any other day of the week. This is most likely because they are looking for something to distract them from returning to work, or are looking to kill time before the weekend. Overwhelmingly, I have found that Facebook fans are more interactive on holidays or when an interactive question is posted. This is due to the primary audience’s  awareness  and  interest  in  their   loved ones during this time. For example, all N = 89 N = 951 of the most commented on photos and links had a strong emotional appeal and pulled the target audience in via their sailor pride. Halloween and Veterans Day were both during Report 3, so there is a large amount of By the Numbers: activity surrounding those topics this reporting period, many of the fans  5100 Following 10.60% from R1 interactions were positive responses to the  5419 Followers 10.09% from R1 logo change of the page to be more festive  562 Lists following PF 7.25% from R1 during these holidays. There was a 88.57% more positive tone in fan posts than negative, and 77.14% more positive than neutral. This is due to the close relationship with the primary audience and their positive interaction with the Pacific Fleet as a whole. In addition, 17% of fan comments were neutral, meaning they expressed both positive and negative feelings. This was most often found when a spouse would say something like: “So  proud  of  you  boys! My husband is leaving today .” My suggestion is to continue to post regularly with interactive questions, but give special attention to holidays as that is when N = 115 the primary audience will want the most N = 140 interaction. Also, remember 52.14% of followers list PF as military or US Navy, giving us a frame. Thus, we should target our All data without citation was collected through primary research on a 1/5 sampling rate messages to those topics.
  3. 3. Katie Dean WilliamsPacific Fleet Social Media Monitoring Report Aug. 10 – Sept. 10, 2010Goals: SM Monitored: Audiences: Goals: Social Media Monitored: Target Audiences:  Discover which tool best  Twitter (@PacificFleet) Primary – Active Sailors, Family of Sailors, encourages discussion of the  Facebook (U. S. Pacific Navy Veterans and Civilian Pacific Fleet in Social Media. Fleet) Supporters  Determine what people say  Youtube (USPacificFleet) Secondary – Army, Air Force, Marines, about the Pacific Fleet in  Blogs Coast Guard, Media, Recruits, Social Media. Unable to determine By the Numbers: By the Numbers:  4691 Likes  4041 Following  74 Wall posts  4371 Followers  921 Wall posts by Data collected from Twitalyzer  476 Lists following PF others Common Tags: #MilitaryMon, #rimpac, #usnavy, #cooroperation, #pp, #hawaii, #japan, #indonesia Facebook Activity Lists Topics N = 90 N = 642What this means: During the sample time frame, there wasone interactive question. This one question sparked more interestthan all the other posts combined. Post interactive questionsfrequently throughout the month to increase communication on What this means: 42.2% of the sample listedthe page. My suggestion would be to continue to include friendly @pacificfleet in a military category, either specifically statingcompetition between the fleet and to post every two weeks, military, referring to one of the branches, or using militaryworking towards a weekly question. language,  such  as  “commands.”  This  gives  us  insight  on  how  the   majority of our followers categorize us, giving us a frame. Since we know this is what our followers are looking for, we can target our messages to inclued this topic in particular. By the Numbers:  2712 video views  10 video uploads  24 subscribers Search  Results  for  “Pacific  Fleet”: Pacific Fleet N = 22 Band, Pacific Fleet Choir, Russian Pacific Fleet, US Pacific Fleet, Pacific Fleet Ensemble Most common times to blog: Most viewed video this month: 1,317 views  9-11am, 3-5pm and 7:30-9pm Vietnam Dignitaries Visit USS George – 1 month ago Blogs found using All data without citation was collected through primary research on a 1/5 sampling rate
  4. 4. Aug. 11 – Sept. 10, 2010WUOG 90.5fm Google Analytics Report Compared to July 11 – Aug. 10, 2010Goals: SM Monitored: Audiences: Goals: Primary Target Audience: Secondary Target Audience: Increase direct traffic for the Educators and students at the Athens, Ga. community, local businesses, next reporting period University of Georgia, local bands educators and students at other Decrease bounce rate and music producers universities and unable to determine Monday, Aug. 16: Friday, Aug. 27: Halftime Hip Hop Saturday, Sept. 4: Labor Day Saturday, Sept. 11: Game Class starts at most Show every Friday night at 9 PM weekend and first game day at day at UGA – sports universities UGA – sports broadcasting broadcastingObjectives: Tactics: Increase direct traffic visitors Include the URL on all media and print materials. by 15% by Oct. 11 When on the air, have DJs directly refer to the URL. Decrease bounce rate by Post once a day to keep the information relevant and useful. 10% by Oct. 11 Make the links from the homepage more user-friendly.    Include  a  “hover”  bar  where   visitors can see where each link will lead them next. Increase # of Secondary TA Use media to promote the radio station in local businesses. by 8% by Oct. 11 Athens has a lot of visitors, create a strong relationship with the Visitors Center and Bureau to make sure they come into contact with your message. By the Numbers: Top Content What this Means: 1. /homepage/ The avg. time spent on a 9139 visits 91.7% 2. /live/ page is 00:01:35. Number 2 2.37 pages/visit 1.48% Avg. time on pa ge 00:03:44 and 5 on the Top Content 56.25% bounce rate 4.86% 3. /programming/ pages are a 205% and a 310% Avg. time on pa ge 00:00:35 increase from the average 00:02:10 avg. time 4. /contact/ time spent, respectively. This on site 13.75% 5. /dj/world/index.php?page=currentplaylist is normal because visitors Avg. time on pa ge 00:04:35 stay on these pages to hear music, but we can take advantage of knowing what Service Providers for Visitors Traffic Sources Overview draws the visitors initially by adding the elements that N = 9139 work to the pages that are suffering. The programming page (only 27% of the N =3627 average) is where we could implement extra effort. My suggestions are to update more frequently and add more photos. N= 24 Katie Dean Williams
  5. 5. Joanna Smith & Water Tower Town She was a homecoming queen, he was a football star They made love for the first time... Their names in red so shameless. apiRtcorls C eod Nash iville
  6. 6. 2009 Tours: Honky Tonk Tailgate Tour Launch Tour Love, Pain & The Whole Crazy World Tour Spring Break with All My Friends Tour Water Tower Towns Tour Young & Wild Tour Get Tickets:Awards: Check out the Membership & Registration-label of the year by Billboard tab on our website.-Radio & Records and Music Row in 2005-Two Juno AwardsBackground:- First country music outpost in Nashville in1950 Capitol- Part of EMI, the world’s largest independentmusic company-More than 1,000 artists-For more information on EMI go to:www.emigroup.comContact Us: Records Nashiville3322 W End Ave # 1100Nashville, TN 37203(615) 269-2000
  8. 8. Now that’s EXTRAORDINARY And you can be too! Join the League of Extraordinary Students 1 Get a group Raise money and volunteer 2 3 Pick a local child Promote childhood literacy 4 The League of Extraordinary Students supports the goals and programs of the Ferst Foundation for Childhood Literacy. To learn more about how to join the League, visit our Web site:
  9. 9. One night only, the second annualOpen Micwith Dean CullyThursday, Nov. 116-8pmDrewry Room Discuss your interests and concerns with Dean Cully Clark. All topics welcome, but there will be discussion of: •WNEG •Major changes •New mediaHosted by:The Grady Ambassadors &The Grady Student Society
  10. 10. Student Opinions Welcome at Dean’s Town HallHe swears his place at Grady College was meant to be. Not only because he’s did his dissertation on theoriginal Henry W. Grady, but also because he hails from Grady County in south Georgia. However he found his way to us, Grady College Dean E. Culpepper “Cully” Clark will be answeringquestions from students this week. “Open Mic with Dean Cully” will be held on Thursday, November 11,from 6-8pm in the Drewry Room.Students will be able to address Dean Clark directly in a Q&A format. There are plans to discuss WNEG,Grady College major changes and New Media, but any and all topics are welcome.This is the second annual “Open Mic with Dean Cully.” Last year, Grady College students live tweetedduring the event so that alumni and others could follow along. This year students plan to do the same,using the hash tag: #gradymic.As open communication is essential in a student-inspired environment, “Open Mic with Dean Cully” is anopportunity to generate feedback that might not otherwise have be voiced."Open Mic with Dean Cully" is a joint venture between The Grady Ambassadors and The Grady StudentSociety. Both groups are focused on creating a bridge of communication between faculty, alumni and thestudents of Grady College.Both groups worked to make sure the event was scheduled on a day when most Grady College studentscould attend, as many students with concerns or interests also have commitments within the college.For those who cannot attend and wish to know what was said, the discussion will be filmed and releasedvia the listserv, as well as tracked on Twitter.The forum will allow Grady College students the chance to hear from the man in charge, and to expresstopics of interest or concern. !
  11. 11. TRADER JOES “Skippy the Scanner” :30 RadioSFX: BEEPING GROCERY SCANNER NOISE, TRADER JOE’S BELL, GENERIC GROCERY STORE NOISE. UPBEAT MUSIC BEGINS TO PLAY, THEN FADES UNDER.SKIPPY THE SCANNER: Hey, Athens! I’m Skippy the Scanner and I just started working at Trader Joes! Things sure have been busy around here since we opened up.SFX: CARTS CRASHING, SCANNER BEEPING, MORE GROCERY STORE NOISE.SKIPPY THE SCANNER: I love my job because I get to see all the exciting things you buy.SFX: SCANNER NOISE, FOLLOWED BY SKIPPY’S LAUGHTERSKIPPY THE SCANNER: (gleefully): Oooh! Those fennel fronds sure are tickly! And fresh!SFX: SCANNER NOISE CONTINUES INTERMITTENTLY EVERY 3 SECONDS TILL ENDSKIPPY THE SCANNER: Italian Roast Coffee? That’ll give you a kick in the morning! And look! Trader Joes almond butter! Kind of like peanut butter...but yummier!SFX: CART ROLLS UP AND STOPS.MALE VOICE: (friendly): Hey, Skippy. How was your first week?SKIPPY THE SCANNER: Great! I love working at Trader Joes because everything here is healthy. You just never know what great stuff we have until you check it out… it’s an adventure every day!SKIPPY THE SCANNER: Come see me at the new Trader Joes on Epps Bridge Parkway and I’ll make sure you leave on a good note!SFX SCANNER NOISE, LOUDER THAN NORMAL, FOLLOWED BY SKIPPY’S LAUGHTER.
  12. 12. Script:(SCENE( AUDIO( VISUAL( 1( Normal(house(noises:(hum(of(a( MS(with(Mom(and(her(two(kids(sitting( refrigerator(and(a(TV(playing(a(news( on(their(living(room(couch,(watching( reel(in(the(background.( TV.( 2( Space(shuttle(launching(noises.(Mom( MS(from(behind(their(heads(over(the( talking:(“Hey(honey,(can(you(get(me( couch(in(the(living(room.(The(space( a(Coke?”( shuttle(launching(in(the(center(of(the( background(on(TV.( 3( The(dad(says:(“Uh,(sure.”(Fridge( MS(from(kitchen(perspective,(dad(gets( opens(and(closes.(TV(noises(in( a(Coke(from(fridge.(There(are(magnets( background.( and(kids(projects(on(it.(( 4( Click(of(can(opening,(fizzing.(Noise(of( ECU(of(a(Coke(can(lid.( TV.( 5( Kids(exclaim:(“Oh,(cool!”( LS(Cut(scene.(Family(is(in(space(wearing( Upbeat(music(starts:(“Space(Oddity”( colorful(tech(space(suits(on(Mars.(Dad( by(David(Bowie,(and(continues( is(still(holding(the(Coke.(No(helmets.( throughout(other(scenes.( Mars(is(red(and(they(are(near(a(cliff( (see(key(frame).( 6( Hear(laughter(and(alien(noises( LS.(Family(walks(to(the(edge(of(the( (happy(ones)(and(a(bubbly(rippling(of( nearby(cliff(to(investigate(and(look( water.( down(over(the(edge,(where(they(find(a( river(of(Coke.( 7( Splashing,(laughter,(shouts(and(party( LS(Zooms(in(to(a(CU.(Aliens(float(by,( noises.( tubing(on(the(river(of(Coke,(having(a( great(time.(There(is(also(an(alien(party( on(the(opposite(side(of(the(river.(( Everyone(is(holding(a(bottle(of(Coke( and(a(few(aliens(are(even(dipping(Coke( out(of(the(river,(having(a(grand(ole( time.((( 8( Coke(melody:(“bum(bum(bum(Ba( CU(of(an(alien(dipping(Coke(from(river( Bum.”(Space(shuttle(flying(noise( Zooms(out(to(LS(of(entire(planet(of( (Vroom)(as(it(passes.( Mars(and(stars(in(the(background.(A( space(shuttle(in(the(shape(of(a(Classic( Coca^Cola(bottle(flies(around(the( planet(with(an(alien(driver(holding(a( Coke.(As(the(shuttle(passes,(the(stars( behind(the(shuttle(light(up(brighter( than(normal(to(spell(out:(“Open( Happiness.”(((( (