I’m an outstanding digital conversationalist with a background in social media, public relations, community/political affairs and corporate communications. I have a knack for setting the right tone and guiding discourse with carefully crafted messages and strategic content distribution. Take a look at some of my work and see for yourself.
Social Media Update: What's Hot and What's Not - October 2013 Julia Campbell
Here are the slides from my presentation and seminar at the Enterprise Center at Salem State University, titled Social Media Update: What's Hot and What's Not.
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAYali Bullock
This document outlines 10 lessons the author learned about social media from her experience working in marketing and communications roles. The lessons include tips like responding quickly to crises, monitoring conversations, focusing on customer acquisition over fan growth, and emphasizing that every employee can influence a brand's image. The concluding lesson is that social media requires integration with broader marketing strategies and will continue changing how advertising works.
The document discusses social media strategies for artists. It provides an overview of key platforms like Twitter, Facebook, YouTube, Flickr and LinkedIn and how artists can use them to promote their work, connect with other artists and art enthusiasts, and build their brand. Specific recommendations include using hashtags and images to showcase work, engaging with others in the art community, and maintaining a consistent online presence across multiple channels.
This document discusses the importance of social media for businesses and provides tips on how to successfully utilize various social media platforms. It outlines the large and growing user bases on sites like Facebook, Twitter, LinkedIn and YouTube. It then gives examples of how businesses have used creative approaches on social media to grow their brand and customer base. The document also identifies some of the biggest mistakes businesses make and provides strategies for developing an effective social media presence and measuring results.
Social Media: Fitting Social Media into your Marketing MixElement Three
In this session attendees will walk away with a long list of 'to-do's' on how you can begin integrating social media into your company's marketing efforts. We will dispel common myths and discuss in detail The Social Three - Social Marketing, Social Networking and Social Media.
Social Media Update: What's Hot and What's Not - October 2013 Julia Campbell
Here are the slides from my presentation and seminar at the Enterprise Center at Salem State University, titled Social Media Update: What's Hot and What's Not.
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAYali Bullock
This document outlines 10 lessons the author learned about social media from her experience working in marketing and communications roles. The lessons include tips like responding quickly to crises, monitoring conversations, focusing on customer acquisition over fan growth, and emphasizing that every employee can influence a brand's image. The concluding lesson is that social media requires integration with broader marketing strategies and will continue changing how advertising works.
The document discusses social media strategies for artists. It provides an overview of key platforms like Twitter, Facebook, YouTube, Flickr and LinkedIn and how artists can use them to promote their work, connect with other artists and art enthusiasts, and build their brand. Specific recommendations include using hashtags and images to showcase work, engaging with others in the art community, and maintaining a consistent online presence across multiple channels.
This document discusses the importance of social media for businesses and provides tips on how to successfully utilize various social media platforms. It outlines the large and growing user bases on sites like Facebook, Twitter, LinkedIn and YouTube. It then gives examples of how businesses have used creative approaches on social media to grow their brand and customer base. The document also identifies some of the biggest mistakes businesses make and provides strategies for developing an effective social media presence and measuring results.
Social Media: Fitting Social Media into your Marketing MixElement Three
In this session attendees will walk away with a long list of 'to-do's' on how you can begin integrating social media into your company's marketing efforts. We will dispel common myths and discuss in detail The Social Three - Social Marketing, Social Networking and Social Media.
The document discusses various social media platforms and how brands can utilize them for marketing purposes. It provides examples of brands like Starbucks, Dell, and Blendtec that have successfully used platforms like Facebook, Twitter, and YouTube to increase brand awareness, engage customers, and boost sales. The document also discusses tools for monitoring social media and offers tips on best practices for social media marketing.
The Current State of Social Media Channels by DDA PRddapr
The aim of this presentation is to give a brief outline of the current state of Facebook, Twitter and Instagram and touch upon the big trend in social media right now… real-time marketing. In doing so we hope to provide a few tips to help those within the film, television, entertainment and brands PR industry.
Beginner's Guide to Marketing on Social NetworksAWeber
Instagram, Reddit, and MySpace are popular social networks but may not be worth marketing time for beginners. Instagram focuses on photos but has over 200 million users. Reddit is a discussion site divided into topic-based subgroups but the diverse audience makes targeting difficult. MySpace was once dominant but has declined significantly and lacks relevance for most modern businesses. Beginners should focus their initial social media efforts on more consistently high-impact networks like Facebook, Twitter, Google+, Pinterest, YouTube, and Tumblr.
In this white paper, the author goes through recent online local and social media history and proposes a direction for local media (Yellow Pages, newspapers, etc.). Local media's future will be in real-time.
Traction Group Social Marketing For Small BusinessSally Witzky
Presented by Sally Witzky, Owner & Chief Strategist, Traction Group LLC, Richmond VA. This PowerPoint slide presentation was first delivered at Business Solutions Group Member meeting, held in September 9, 2009, at the Virginia Center for Architecture. http://businesssolutionsgroup.org
This document summarizes a social media strategy workshop presented by Chris Snider. The workshop covered best practices for platforms like Facebook, Twitter, LinkedIn and Instagram. It discussed creating engaging content like images, videos and live videos. It also covered measuring social media performance, building campaigns, and using Facebook ads. The goal was to help attendees improve their social media strategies and build more effective presences on various networks.
This month, we're giving you an overview of Google+. A lot of our clients have been asking what it's all about so we're telling how you can get more out of it.
How social content powers responsive design websites?Toni Hopponen
Companies and their customers are increasingly publishing content on social media channels. However, this social content is often disconnected from companies' websites. There are three ways social content can power responsive design websites: 1) Have employees publish content on social media and automatically pull it to the website. 2) Ask customers to post reviews on social media and curate them on the website. 3) Create unique content for social media and then gather it to the responsive website. An example is a news site that publishes primarily on social media and then aggregates the content on its responsive website.
Ym2 elite assignment 13.1 social media - thuyetLê Vũ Phúc
This document summarizes a social media campaign in Vietnam by Coca-Cola for Tet (Vietnamese New Year) 2014. The campaign's objectives were to build brand engagement around Coke's message of sharing happiness during Tet and encourage young people to reconnect with family traditions. To do this, the campaign created an online "Family Crest" application on Facebook where users could design crests representing their families and send gifts to each other. The campaign saw over 50,000 new Facebook fans and thousands of crests created and gifts exchanged. However, the goal of making the Family Crest idea a major trend during Tet was not fully achieved, suggesting future campaigns may need to invest more in content to inspire people and spread the intended message.
This document summarizes Lara Colvill's experience as a digital consultant and social media manager. It outlines several roles she held at organizations like Brook, a sexual health charity where she helped expand their social media presence. It also discusses her work at Greatvine managing web content and social media and advising experts. As a freelance consultant, she helped a boutique launch their online store. Her most recent role was at Grayling where she provided digital strategy and social media advice internally.
This document summarizes a presentation by Beth Kanter on how non-profits can leverage social media tools. Kanter outlines a "crawl, walk, run, fly" framework for organizations to incrementally increase their social media capacity. She emphasizes the importance of understanding target audiences, developing a content strategy, listening to networks, and identifying champions and influencers. Kanter also provides tips on social media best practices like developing policies, focusing on key platforms, and measuring results through SMART objectives to continuously improve social strategy.
Peter Trapasso best of 2014 portfolio v1.1 1.13.2015Peter Trapasso
Peter Trapasso is a freelance social media consultant and influencer with over 15 years of marketing experience. He has written over 750 articles and blog posts that have been published on websites like Examiner.com, Business2Community, and Yahoo. As a social media influencer, he has worked with major companies like Cisco, Microsoft, IBM, GM, and more on social media campaigns, product launches, and events. He maintains a large presence across social networks like Facebook, Twitter, Google+, and Pinterest.
Saint Vincents Day Home Social Media Marketing Strategy FINALNitesh Dutt
This document provides a social media marketing strategy proposal for Saint Vincent's Day Home. It includes defining the brand identity and voice, analyzing the target audience and comparable organizations, selecting appropriate social media channels, and outlining an editorial calendar and response plan. The target audience is identified as millennials, and recommendations are provided for connecting with them through authentic, impact-focused content and multiple engagement opportunities. Metrics for measuring results are also discussed. The proposal was prepared by students in the Social Media Marketing Certificate Program at California State University, East Bay as a practicum project for Saint Vincent's Day Home.
Nonprofits have become one of the top users of social media since joining the platforms. However, many choose to pay hundreds, if not thousands for seminars that take away from the donors and the causes they support.
In an industry that thrives on relationships and relationship building, social media marketing is the perfect tool for nonprofit organizations to engage with donors, volunteers, and supporters.
How can social media help your nonprofit achieve its goals? According to a recent study, the top nonprofit communication goals for 2014 are:
Acquiring new donors
Engaging the community
General brand awareness
Retaining current donors
How are you achieving these goals? This informative guide will introduce nonprofits to the importance and best practices in social media to build relationships, reach out to the community, and increase brand awareness for your nonprofit.
With the rise of social media outlets like Vine, Snapchat and Tumblr, there's a clear evolution toward content that is more and more short-form. Longer videos and blogs are being replaced with six-second clips, short GIFs and 140-character quips.
This 90-minute webinar for those working with social media will discuss how to adapt to the always-changing digital world, with emphasis on a few effective practices for making content shorter and more engaging. It will provide examples of brands that have done so and discuss why they've been so successful.
Social media communications (comm1070) final project presentationMike Quinlan
This document outlines Mike Quinlan's social media communications project. The project involved creating a blog called "Employing Social Media VT" to share tips on using social media for job searching. Mike integrated several social media platforms like Pinterest, YouTube, Facebook, Twitter, LinkedIn and SlideShare to share content from the blog. He monitored social media using HootSuite and bookmarked resources on Delicious. The goal was to explore how social media can help people find jobs in today's digital age.
Is Twitter the New Help Line? Improving Customer Service with Social MediaSocial Media Today
The document announces a webinar on improving customer service with social media. It provides details on the moderator, Paul Simon, and four panelists: Michelle from Zappos, Carol Borghesi from TELUS, Alex Schott from Entergy, and Alyson Button Stone from Desk.com. Participants are invited to submit questions during the webinar using the GoToWebinar tool or on Twitter with the hashtag #SMTlive.
- The document analyzes social media usage and strategies of popular banks. It finds that Facebook is the most popular platform, with LinkedIn second due to job postings.
- Engagement rates are higher when posts focus on the community rather than the bank itself. Stories from a person's point of view perform better than those directly from the bank.
- Real-time customer service, community campaigns, and tips/advice are recommended content strategies. Showcasing community involvement and local stories can help humanize the brand.
It's time to pay attention to millennials: a quarter of the total U.S population is made up of millennials and nearly 85% of them own smartphones. If you aren't targeting at least some of your marketing efforts towards this demographic, you're probably missing out on huge opportunities. You must create a marketing campaign for the audience you have, but also the audience you want. Yet what if your brand isn't naturally geared toward millennials? What exactly is a millennial? And won't this marketing strategy shut out other demographics? And how do you speak "millennial," anyway?
In this webinar, learn from our expert panelists:
-How to make sure your content strategy is mobile-friendly for all demographics
-Tips and tricks on spinning the content you already have for the millennial audience
-Ideas for shaping a new content strategy that will appeal to a younger mobile audience
-Information on where B2B intersects with millennials, and why it's important to reach out to that demographic to scale.
The document provides an agenda for a social media seminar, including presentations on definitions of social media, why brands use social media, social commerce tools, and monitoring social media. It then discusses various social media strategies and best practices for brands, including examples from Marks & Spencer, H&M, Compare the Meerkat, and Cobra. It emphasizes engaging customers in conversations rather than just broadcasting messages.
Strategic use of ICT and communication tools, Module 2.pdfBrodoto
This document discusses how social enterprises can leverage social media for social good. It provides examples of social media use across several domains: for developing social businesses and building community; positioning different social media channels and tips for using them; analytical and content creation tools; and examples of good practice from social campaigns and enterprises around raising awareness, education, and fundraising. Overall, the document outlines the strategic use of social media for social entrepreneurship and engagement.
The document discusses various social media platforms and how brands can utilize them for marketing purposes. It provides examples of brands like Starbucks, Dell, and Blendtec that have successfully used platforms like Facebook, Twitter, and YouTube to increase brand awareness, engage customers, and boost sales. The document also discusses tools for monitoring social media and offers tips on best practices for social media marketing.
The Current State of Social Media Channels by DDA PRddapr
The aim of this presentation is to give a brief outline of the current state of Facebook, Twitter and Instagram and touch upon the big trend in social media right now… real-time marketing. In doing so we hope to provide a few tips to help those within the film, television, entertainment and brands PR industry.
Beginner's Guide to Marketing on Social NetworksAWeber
Instagram, Reddit, and MySpace are popular social networks but may not be worth marketing time for beginners. Instagram focuses on photos but has over 200 million users. Reddit is a discussion site divided into topic-based subgroups but the diverse audience makes targeting difficult. MySpace was once dominant but has declined significantly and lacks relevance for most modern businesses. Beginners should focus their initial social media efforts on more consistently high-impact networks like Facebook, Twitter, Google+, Pinterest, YouTube, and Tumblr.
In this white paper, the author goes through recent online local and social media history and proposes a direction for local media (Yellow Pages, newspapers, etc.). Local media's future will be in real-time.
Traction Group Social Marketing For Small BusinessSally Witzky
Presented by Sally Witzky, Owner & Chief Strategist, Traction Group LLC, Richmond VA. This PowerPoint slide presentation was first delivered at Business Solutions Group Member meeting, held in September 9, 2009, at the Virginia Center for Architecture. http://businesssolutionsgroup.org
This document summarizes a social media strategy workshop presented by Chris Snider. The workshop covered best practices for platforms like Facebook, Twitter, LinkedIn and Instagram. It discussed creating engaging content like images, videos and live videos. It also covered measuring social media performance, building campaigns, and using Facebook ads. The goal was to help attendees improve their social media strategies and build more effective presences on various networks.
This month, we're giving you an overview of Google+. A lot of our clients have been asking what it's all about so we're telling how you can get more out of it.
How social content powers responsive design websites?Toni Hopponen
Companies and their customers are increasingly publishing content on social media channels. However, this social content is often disconnected from companies' websites. There are three ways social content can power responsive design websites: 1) Have employees publish content on social media and automatically pull it to the website. 2) Ask customers to post reviews on social media and curate them on the website. 3) Create unique content for social media and then gather it to the responsive website. An example is a news site that publishes primarily on social media and then aggregates the content on its responsive website.
Ym2 elite assignment 13.1 social media - thuyetLê Vũ Phúc
This document summarizes a social media campaign in Vietnam by Coca-Cola for Tet (Vietnamese New Year) 2014. The campaign's objectives were to build brand engagement around Coke's message of sharing happiness during Tet and encourage young people to reconnect with family traditions. To do this, the campaign created an online "Family Crest" application on Facebook where users could design crests representing their families and send gifts to each other. The campaign saw over 50,000 new Facebook fans and thousands of crests created and gifts exchanged. However, the goal of making the Family Crest idea a major trend during Tet was not fully achieved, suggesting future campaigns may need to invest more in content to inspire people and spread the intended message.
This document summarizes Lara Colvill's experience as a digital consultant and social media manager. It outlines several roles she held at organizations like Brook, a sexual health charity where she helped expand their social media presence. It also discusses her work at Greatvine managing web content and social media and advising experts. As a freelance consultant, she helped a boutique launch their online store. Her most recent role was at Grayling where she provided digital strategy and social media advice internally.
This document summarizes a presentation by Beth Kanter on how non-profits can leverage social media tools. Kanter outlines a "crawl, walk, run, fly" framework for organizations to incrementally increase their social media capacity. She emphasizes the importance of understanding target audiences, developing a content strategy, listening to networks, and identifying champions and influencers. Kanter also provides tips on social media best practices like developing policies, focusing on key platforms, and measuring results through SMART objectives to continuously improve social strategy.
Peter Trapasso best of 2014 portfolio v1.1 1.13.2015Peter Trapasso
Peter Trapasso is a freelance social media consultant and influencer with over 15 years of marketing experience. He has written over 750 articles and blog posts that have been published on websites like Examiner.com, Business2Community, and Yahoo. As a social media influencer, he has worked with major companies like Cisco, Microsoft, IBM, GM, and more on social media campaigns, product launches, and events. He maintains a large presence across social networks like Facebook, Twitter, Google+, and Pinterest.
Saint Vincents Day Home Social Media Marketing Strategy FINALNitesh Dutt
This document provides a social media marketing strategy proposal for Saint Vincent's Day Home. It includes defining the brand identity and voice, analyzing the target audience and comparable organizations, selecting appropriate social media channels, and outlining an editorial calendar and response plan. The target audience is identified as millennials, and recommendations are provided for connecting with them through authentic, impact-focused content and multiple engagement opportunities. Metrics for measuring results are also discussed. The proposal was prepared by students in the Social Media Marketing Certificate Program at California State University, East Bay as a practicum project for Saint Vincent's Day Home.
Nonprofits have become one of the top users of social media since joining the platforms. However, many choose to pay hundreds, if not thousands for seminars that take away from the donors and the causes they support.
In an industry that thrives on relationships and relationship building, social media marketing is the perfect tool for nonprofit organizations to engage with donors, volunteers, and supporters.
How can social media help your nonprofit achieve its goals? According to a recent study, the top nonprofit communication goals for 2014 are:
Acquiring new donors
Engaging the community
General brand awareness
Retaining current donors
How are you achieving these goals? This informative guide will introduce nonprofits to the importance and best practices in social media to build relationships, reach out to the community, and increase brand awareness for your nonprofit.
With the rise of social media outlets like Vine, Snapchat and Tumblr, there's a clear evolution toward content that is more and more short-form. Longer videos and blogs are being replaced with six-second clips, short GIFs and 140-character quips.
This 90-minute webinar for those working with social media will discuss how to adapt to the always-changing digital world, with emphasis on a few effective practices for making content shorter and more engaging. It will provide examples of brands that have done so and discuss why they've been so successful.
Social media communications (comm1070) final project presentationMike Quinlan
This document outlines Mike Quinlan's social media communications project. The project involved creating a blog called "Employing Social Media VT" to share tips on using social media for job searching. Mike integrated several social media platforms like Pinterest, YouTube, Facebook, Twitter, LinkedIn and SlideShare to share content from the blog. He monitored social media using HootSuite and bookmarked resources on Delicious. The goal was to explore how social media can help people find jobs in today's digital age.
Is Twitter the New Help Line? Improving Customer Service with Social MediaSocial Media Today
The document announces a webinar on improving customer service with social media. It provides details on the moderator, Paul Simon, and four panelists: Michelle from Zappos, Carol Borghesi from TELUS, Alex Schott from Entergy, and Alyson Button Stone from Desk.com. Participants are invited to submit questions during the webinar using the GoToWebinar tool or on Twitter with the hashtag #SMTlive.
- The document analyzes social media usage and strategies of popular banks. It finds that Facebook is the most popular platform, with LinkedIn second due to job postings.
- Engagement rates are higher when posts focus on the community rather than the bank itself. Stories from a person's point of view perform better than those directly from the bank.
- Real-time customer service, community campaigns, and tips/advice are recommended content strategies. Showcasing community involvement and local stories can help humanize the brand.
It's time to pay attention to millennials: a quarter of the total U.S population is made up of millennials and nearly 85% of them own smartphones. If you aren't targeting at least some of your marketing efforts towards this demographic, you're probably missing out on huge opportunities. You must create a marketing campaign for the audience you have, but also the audience you want. Yet what if your brand isn't naturally geared toward millennials? What exactly is a millennial? And won't this marketing strategy shut out other demographics? And how do you speak "millennial," anyway?
In this webinar, learn from our expert panelists:
-How to make sure your content strategy is mobile-friendly for all demographics
-Tips and tricks on spinning the content you already have for the millennial audience
-Ideas for shaping a new content strategy that will appeal to a younger mobile audience
-Information on where B2B intersects with millennials, and why it's important to reach out to that demographic to scale.
The document provides an agenda for a social media seminar, including presentations on definitions of social media, why brands use social media, social commerce tools, and monitoring social media. It then discusses various social media strategies and best practices for brands, including examples from Marks & Spencer, H&M, Compare the Meerkat, and Cobra. It emphasizes engaging customers in conversations rather than just broadcasting messages.
Strategic use of ICT and communication tools, Module 2.pdfBrodoto
This document discusses how social enterprises can leverage social media for social good. It provides examples of social media use across several domains: for developing social businesses and building community; positioning different social media channels and tips for using them; analytical and content creation tools; and examples of good practice from social campaigns and enterprises around raising awareness, education, and fundraising. Overall, the document outlines the strategic use of social media for social entrepreneurship and engagement.
The document discusses the use of social media for marketing purposes. It provides examples of companies like Starbucks, Dell, and Blendtec that have successfully used platforms like Facebook, Twitter, and YouTube to engage customers, raise brand awareness, and increase sales. The document also discusses tools for monitoring social media and offers best practices for social media marketing, including having clear objectives and providing valuable content to drive engagement.
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
Image-based social media applications including Instagram, Pinterest, and Vine, are an exciting marketing trend for 2013. People naturally connect more quickly and on a deeper level with images than with text, making these platforms an excellent way for businesses to engage with their target audiences.
Want to learn more about how these trendy apps can be used to boost business? Executive Vice President Francis Skipper will teach attendees how they can to show, rather than tell, and integrate image-based social media into their content marketing strategy without exhausting resources. From creating a strategy to re-purposing existing content to share across multiple platforms, attendees will leave with an understanding of popular image-based social media platforms and a blueprint for using them to interact with their audience.
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
UR BHatti Academy dedicated to providing the finest IT courses training in the world. Under the guidance of experienced trainer Usman Rasheed Bhatti, we have established ourselves as a professional online training firm offering unparalleled courses in Pakistan. Our academy is a trailblazer in Dijkot, being the first institute to officially provide training to all students at their preferred schedules, led by real-world industry professionals and Google certified staff.
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
2. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Social Media Strategy
LEADING THE WAY
In early 2010, Vulcan Inc. had virtually no social
media presence. Recognizing a need, I took action
to move Vulcan into the social sphere. I was
promoted to become Vulcan’s first dedicated
social media professional by the end of 2010. As
the lead on multiple accounts, I implemented a
social strategy which saw growth that more than
doubled the average following on each account
over three years.
FOLLOWERS BY YEAR
2011 2012 2013
5,000
4,000
3,000
2,000
1,000
Vulcan Facebook
Vulcan Twitter
Idea Man Facebook
Living Computer Museum Facebook
The Living Computer
Museum Facebook page saw
800% growth in 2013.
3. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Social Media Strategy
CARPE VIDEO
In late 2011, I worked as part of the team
announcing a new space initiative from Paul G.
Allen, Stratolaunch Systems. We commissioned
a video to show how the project works, and
I seized the chance to start Vulcan’s YouTube
account. When international media showed up
to the press conference in December 2011, a
link to our YouTube account was included in the
digital press kit. As a result, the vast majority of
press coverage included the embedded video. It
garnered over a million views and drove attention
to other Vulcan videos, which I had organized into
playlists after performing an asset audit.
The ~1.5 million viewers
of the Stratolaunch video also
contributed tens of thousands of
views to Vulcan’s other videos.
4. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Social Media Strategy
BUILDING AN EXECUTIVE
BRAND ONLINE
In 2011, I was part of the marketing team
behind the release of Paul Allen’s memoir
Idea Man: A Memoir by the Cofounder of
Microsoft. To ensure Mr. Allen’s fans were
able to gather and interact with each other
online, I launched and managed his first
public Facebook page. My content strategy
for the page focused on providing rarely or
never-before seen items from Mr. Allen’s
life and long career in computing, along with
frequent updates about his current projects.
It remains a busy hub of fan activity to this
day. I also began assisting Mr. Allen with his
Twitter account, which grew in leaps and
bounds over the next three years.
5. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Social Media Strategy
TIMING IS EVERYTHING
In early 2013, Vulcan’s communications team
organized a celebration in honor of the opening
of the Living Computer Museum. I saw an
opportunity to kickstart the new museum’s social
media presence, and worked with museum staff
to recreate a classic photograph featuring the
cofounders of Microsoft. I tweeted the image
from Paul G. Allen’s account, and it was an
instant hit with the media. The photograph I took
was featured in coverage by Forbes, Gizmodo,
Mashable, CBS News, and many others. It was
Paul Allen’s most retweeted tweet of 2013, and
it prompted explosive growth on the Living
Computer Museum’s Facebook page. original photo
MEDIA COVERAGE
6. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Social Media Strategy
EXPLORING NEW CHANNELS,
EXPANDING OLD CHANNELS
I began working at Colliers International, one of the
world’s top commercial real estate firms, as Global
Social Media Manager in 2014. Within six months of
my hire, Colliers was leading all of its top three global
competitors in growth rates across three out of the
four most common social media channels. Using a
content strategy that demonstrates Colliers’ global
presence, I won Colliers’ new Instagram channel the
second-highest following among all commercial real
estate Instagram accounts in that time.
COLLIERS INTERNATIONAL 21%
COMPETITOR A 20%
COMPETITOR B 17%
COMPETITOR C 16%
COMPETITOR B 26%
COMPETITOR A 19%
COMPETITOR C 20%
COLLIERS INTERNATIONAL 19%
COMPETITOR C 42%
COLLIERS INTERNATIONAL 90%
COMPETITOR A 57%
COMPETITOR B 46%
COMPETITOR C 7%
COLLIERS INTERNATIONAL 14%
COMPETITOR A 13%
COMPETITOR B 12%
FOLLOWER GROWTH BY NETWORK
7. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Social Media Strategy
EMPOWERING EMPLOYEES TO
ADVOCATE FOR THEMSELVES—
AND THEIR BRAND
When it comes to social media advocacy on
behalf of a brand, employees are overlooked far
too often. That’s a shame, because they are every
company’s greatest asset. In order to activate
the social power of Colliers’ employees—and
to empower those employees with assets that
engage their own social media networks—I
organized and executed an employee advocacy/
social engagement program for Colliers in the
first half of 2015. The program was aptly named
Share It, and it arms Colliers employees with all
of the Colliers and commercial real estate news
they need to stay relevant and connected with
their social media following. In Q4 of 2015, the
program was opened to all U.S. employees.
1.3 million social media
impressions and rising
8. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Blogging + Copywriting
ENGAGING COPY
When I started writing for the Vulcan
Voice in 2010, it was a seldom-read
internal blog underutilized by employees.
In 2011, I became the lead writer and
editor for the blog, and I soon turned
the numbers around. Using the same
engagement tactics that I employed in
public social media channels, I increased
employee readership by over 300% within
months. The Vulcan Voice became Vulcan’s
primary channel for intracompany news,
replacing mass email.
Before I became the lead
blog writer and editor, only
20% of employees read the
blog daily. Afterwards, 85%
of employees visited daily, an
increase of over 300%.
9. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Blogging + Copywriting
MOTIVATE TO PARTICIPATE
In 2012, Vulcan kicked off an employee wellness program.
Human Resources came to me for help in making the
program a success. I named the program VIBE (an
acronym for Vulcan: Involved, Balanced, and Enriched) and
as the lead writer and editor of employee news, assumed
responsibility for promoting and discussing the program
on the company blog. It was a resounding success; HR
originally aimed for 50% participation, and at the close
of 2012 80% of employees were involved. By the end
of October 2013, 95% of the company had joined VIBE,
motivated in large part by my efforts.
95% participation in
employee wellness program
10. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Blogging + Copywriting
CONTENT MARKETING FOR
COMMERCIAL REAL ESTATE
In October of 2014, I was part of the launch team
for Knowledge Leader, the first commercial real
estate blog with a content marketing approach by
a global CRE firm. Within a year, Colliers’ top two
global competitors had launched their own content
marketing blogs.
I was originally in charge of the social strategy and a
contributing author on the blog. In September of 2015,
I took over as managing editor as well. Today, I help a
roster of over 50 authors from around the world to
develop, craft and distribute their writing.
Almost 300 stories have been
published on Knowledge Leader,
leading to interviews with media, new
business opportunities, and syndication
across the Web for the authors.
11. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Blogging + Copywriting
WRITING SAMPLES
As Vulcan’s constant voice in social media and a
daily blogger of company news, I was a natural
choice to contribute copy to Vulcan’s website re-
launce in late 2013. You can find my writing all over
Vulcan.com, but I am particularly proud of how I
told the story of Vulcan’s green design principles
and the historical view I imparted of Paul Allen’s
acquisition of the Seahawks.
As the Managing Editor of Colliers’ Knowledge
Leader blog, my primary role is to refine the
writing of others. Nevertheless, I still publish
under my own name on occasion.
Writing samples from Vulcan.com and the
Knowledge Leader blog are included on the
following pages.
12. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Blogging + Copywriting
GREEN DESIGN
Thoughtful design is the key to building sustainable communities.
It’s a simple concept that guides Vulcan’s development in the
Pacific Northwest. At Vulcan, we’re building with the future
in mind. We know that the next generation will need efficient
facilities to conserve precious resources and thoughtful design to
enliven their surroundings.
Seattle’s South Lake Union is a prominent example of
environmentally-conscious urban real estate development. Since
2002, Vulcan has worked in South Lake Union to redevelop
industrial sites, increase residential density, and provide access
to jobs and transit. The massive urban revitalization project has
integrated sustainably-constructed life science, office, retail, and
residential buildings into a walkable urban landscape with access
to parks, arts and preserved history. In 2011, South Lake Union
was recognized with the first LEED-certified neighborhood plan in
Washington State. It’s a world-class community where people live,
work and play together in a sustainable urban environment.
Vulcan’s green design standards also extend to the Pacific
Northwest’s most prominent sports and entertainment venues:
CenturyLink Field, CenturyLink Field Event Center and the WaMu
Theater in Seattle and the Moda Center in Portland. The Moda
Center, Oregon’s largest entertainment venue and the home of
the Portland Trail Blazers, was the first major sports arena to
earn LEED Gold Certification. The CenturyLink Field complex,
home to the Seattle Seahawks and the Seattle Sounders FC, is
also home to Washington State’s largest solar array. 2.5 acres
of solar panels soak up the sun’s energy atop the event center,
lowering the facility’s energy costs along with its carbon footprint.
Both CenturyLink Field and the Moda Center are members of the
Green Sports Alliance, holding themselves to the highest possible
standards of energy efficiency and waste diversion.
13. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
Blogging + Copywriting
SAVING THE SEATTLE SEAHAWKS
The Seattle Seahawks have been a rallying point for Seattle’s citizens
since 1975. The 12th Man, as Seahawks supporters are known in
Seattle, is an enthusiastic bunch known for breaking crowd noise
records and shaking the earth with their cheers. But there was a time
when Seattle nearly lost its beloved Seahawks. If it wasn’t for Paul
Allen, the team might be known as the Los Angeles Seahawks today.
During the mid-90s, Ken Behring, a Californian who had owned the
Seahawks since 1988, saw an opportunity to bring the team to Los
Angeles. In 1995, the Rams left L.A. for St. Louis. In February 1996,
Behring moved the Seahawks headquarters to Anaheim, California.
Seattle was outraged. Behring’s explanation for the move—the seismic
vulnerability of the crumbling Kingdome—rang hollow with Seattleites.
Who moves a team to Southern California to avoid earthquakes? Who
would step in to save the team from this rogue owner? These were the
questions asked by the public and the press at the time.
In April 1996, Paul Allen answered. He purchased an option to buy
the Seahawks from Behring, but there was one condition: The public
needed to partner with him to build a new stadium. Behring was right
about the Kingdome; it was unsafe for spectators. Falling tiles from the
roof of the stadium endangered players and fans. It had to go.
The Washington Public Stadium Authority Bill, also known as
Referendum 48, passed after a special election in June 1997. True to his
word, Paul Allen took ownership of the team in August 1997, beginning
the process of building the team into Super Bowl contenders. In
September of 1998, CenturyLink Field began construction, and in 2002
construction it was completed.
The Seattle Seahawks finally had an owner who lived in and loved
Seattle. The 12th Man finally had a stadium which could handle a Beast
Quake. Thanks to Paul Allen, the Seahawks were ready to take flight.
14. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
FIVE WAYS SOCIAL MEDIA MAKES YOU BETTER AT COMMERCIAL REAL ESTATE
The Internet is integral to modern life. You’re
probably reading this online, so I don’t have to tell you
that. But it’s also clear that online social experiences
are an essential part of daily life: In 2013, 85 percent
of adults in the United States used the Web, and as
of Jan. 2014, 74 percent of those adults used social
networking sites. It makes sense, after all. We’re all
online, anyway. Shouldn’t we be interacting?
Of course we should. And while social media is still
in its infancy, it’s already demonstrated the ability
to facilitate human interaction on a scale never seen
before. That’s why it’s always a shock to me that so
many commercial real estate professionals aren’t
engaged with social media.
As new social networking sites proliferate across
the Web, we have the opportunity to harness this
medium into a tool that works for professionals. Here
are five ways social media can make you better at the
commercial real estate business:
Social media makes you smarter.
Experts agree that the Internet enhances intelligence.
Want to know what you’ve learned today? Look
through your browser history.
In an age where every question is answered with
a search on Google or Wikipedia, it pays to be
better informed. If you use Twitter and LinkedIn to
monitor conversations about commercial real estate,
you’ll always have access to the crème de la crème
of breaking news, expert opinions and industry
trends. And if you have questions, ask your network.
Crowdsourcing frequently proves many brains are
better than one.
Social media can boost your credibility.
Have you been learning anything from your customers
and colleagues? Prove it.
By sharing and commenting upon social media
posts that are relevant to your business, you can
demonstrate your own knowledge and be useful
to others. Do it consistently and you might even
gain a following of your own. To see an example
of a commercial real estate pro who uses social
media very, very well, look no further than Colliers
International’s Coy Davidson.
Of course, boosting your own image isn’t (or shouldn’t
be) the ultimate goal of social media interaction.
Which leads us to my next point …
Social media allows people to get to know you.
Everyone wants to trust the people with whom they
do business. And if you think that your clients and
colleagues haven’t entered your name into a search
engine, well… Hopefully you won’t be too shocked
to learn that your name and online identity are
Googled every now and then. And that is OK! It
doesn’t hurt a bit.
Your social media presence is a chance to show off
not only your knowledge but also your personality
and accomplishments. People can learn a lot about
you by visiting your LinkedIn profile and reading a
few Facebook updates. Every post on social media is
a thought frozen in time. Just don’t forget that you’re
broadcasting those thoughts to an audience.
Social media is a great way to learn about
new people.
Online social media is social networking on a
gargantuan, global scale. Of course you’re going to
run across someone whose commercial real estate
acumen is a boon to you. And when you do, you’ll
be able watch them interact with others, see the
information they share and the commentary they
provide. If you’re new to the game, watch for a while
before you dive in.
Social media is also a great way to check out potential
clients and understand their needs, which brings us to
our final item …
Social media is the next level of customer service.
When you think about it, most of the benefits listed
above are already traits of successful business people.
Research, reputation, due diligence and networking
are all common elements of “real-life” interaction.
Social media simply scales these traits upward to fit
the massive platform of the World Wide Web.
You know what’s (unfortunately) not so common in
real-life interaction? Outstanding customer service.
Luckily for you, social media makes it easy to
provide personalized customer service. Social media
interaction makes you more informed, empowers you
to trade all types of information with ease and allows
you to stay in touch with clients long after any deal is
done.
Want to make your customer service
memorable? Maybe try a 21st century solution to
the age-old problem.
Blogging + Copywriting
15. linkedin.com/in/anthonynwhite @anthonynwhite anthonynwhite@gmail.comAnthony Nathan White
WHY YOU SHOULDN’T DREAD THE ADVANCE OF MILLENNIALS IN THE WORKPLACE
By now, you might have heard that 2015 is the year
Millennials take over the workforce. Does the thought
fill you with dread? If so, you aren’t the only one.
Media coverage of Millennials in recent years has been
a parade of hand-wringing and selfie-loathing. They’ve
been called a “generation of deluded narcissists” by
Fox News, financially illiterate by USA Today and the
“least entrepreneurial generation” by Quartz. As Baby
Boomers and Gen Xers head towards retirement, are
they doomed to work alongside incompetent, self-
centered sloths?
Take a deep breath. It’s true that Millennials aren’t
perfect, but the good news is this: Millennials bring
some unique and positive qualities with them to the
workplace.
Millennials are digital natives, which is a
good thing.
Millennials have taken a lot of criticism for constant
engagement with the Internet and technology, but
this is only a sign of the times. We live in a fast-paced,
technology-driven world. Keeping in touch with the
latest tech trends and social media is essential to
the modern workforce—and will be for the
foreseeable future.
We’ve already discussed how social media can make
you better at commercial real estate. Social media
is also a great platform for employees to function
as brand advocates for their company; a Nielsen
study from 2013 concluded that 84% of respondents
found word-of-mouth recommendations (also
known as earned advertising) to be trustworthy.
That makes earned advertising the most trusted
form of advertising by a wide margin. Social media
is the world’s biggest channel for word-of-mouth
recommendations, and it is growing every day.
We need to stop chastising Millennials for using
social media and turn their behavior into a business
advantage. The Millennial penchant for learning new
digital platforms is actually a huge bonus; the problem,
it seems, is motivating them. This brings us to our
next point…
Millennials are motivated by company values,
not just money.
Millennials expect a little more from their employers.
They are more likely to seek out flexible working
hours, offices with a diverse workforce and a company
with which they share values. This desire is driven
by the weight Millennials place on their personal
relationships and their desire to work toward a
greater good.
According to a 2014 survey, a company’s involvement
with causes is the third most important factor for
a Millennial when deciding to apply for a job. A
company’s diversity ranks high on their list too,
coming in at fifth most important. This makes sense,
given that Millennials are the most racially diverse
generation in American history. In short, if you want
to attract Millennials to your business, hire a diverse
team and give them a cause to rally around.
However, it’s not clear if Millennials are more
motivated by values than money. To be frank, most
Millennials haven’t had a chance to engage with wealth.
According to this Pew report, 25- to 32-year-olds of
every education level faced higher unemployment in
2013 than any comparable age cohort since the Silent
Generation. Given the job market during the recent
global recession, it makes sense that Millennials
opted to stay in school rather than join the workforce.
All those diplomas produced a lot of debt, but they
also produced a generation of well-educated people.
In fact…
Did you know Millennials are the most
educated generation in American history?
It’s true. It’s also true that high levels of education (and
a willingness to learn more) impact the way Millennials
work. According to the 2015 Millennial Majority
Workforce Study, 82% of hiring managers agree that
Millennials are more technically adept, and 60% agree
that Millennials learn new things more quickly.
In our knowledge economy, better-educated workers
are better workers. This is a rising tide that will lift
all economic boats. Even though Millennials have
been suffering under the same wage stagnation as
previous generations in recent decades, higher levels
of education will help them climb toward the top of
the pay scale.
It’s time to welcome Millennials.
Have no fear, old-timers. Despite what you might have
heard about Millennials in the workplace, the business
world will keep turning. You’ll get to engage with
social media and tech a little more often, and you’ll be
working with well-educated people who care about
company values. Doesn’t sound so bad, does it? Let’s
roll out the welcome mat.
Maybe the real worry for industry veterans is this:
As technological innovations and new demographics
roil the waters of commercial real estate, will older
generations be able to keep their hands on the rudder
until retirement?
Blogging + Copywriting
16. Connect with me.
Anthony Nathan White
linkedin.com/in/anthonynwhite
@anthonynwhite
anthonynwhite@gmail.com
(206) 512 9738