SOCIAL MEDIA AND CONTENT

Laying the groundwork for a content strategy is methodical—there truly is a method to the madness. With digital marketing in the spotlight, content is a necessary piece of the broader picture. And as such, it always breaks down to the following questions: what does your audience need and where and when do they need it?

Full Compass Systems • Grand Hyatt San Antonio • Oregon Chai • Lost In Love Weddings

Full Compass Systems

social, video, Product Photography & soundcloud

Pro audio, video and musical instrument retailer Full Compass was in need of a digital revolution to build upon its primarily catalog driven sales strategy. In 2011, I was hired on to a newly-created content management role to re-energize a stagnant digital presence. With an already late start to the brand’s social media game, we had to be ready to move quickly and decisively.

I led the strategy from concept to execution to not only to procure a strong organic Facebook and Twitter presence, but also assemble an in-house production team to film a collection of product overview videos and on-the-floor new product announcements. 

Highlights by the numbers: 

  • 400 product overview videos on YouTube and embedded on product pages
  • 1.75 million views and 2,000 subscribers over 18 months
  • The YouTube strategy continued the following years to over 2,100 videos, 18,500 subscribers and 15 million views as of December 2016
  • 20K organic Facebook fans and 1.5K organic Twitter followers

In addition to the social presence listed above, I was responsible for a number of initiatives to support ecommerce, including product photography and video, new product announcements on social media and in email, SoundCloud playlists with guitar pedal and cymbal audio samples, and a Wikipedia article to help create inbound links.  

Grand Hyatt San Antonio

social, video & photography

The most prominent downtown convention center hotel at the start of the iconic River Walk needed to energize its guests and closest advocates across social platforms. With more than half of their fan base made up of Spanish-speaking users, we were first and only San Antonio hotel leveraging the new Facebook tool allowing us to publish posts in both English and Spanish.  

Highlights of the strategy and content:

  • Facebook, Instagram and Twitter posts featuring photography around the hotel and surrounding area
  • Short auto-play video snippets for use on Facebook and Instagram to showcase points of interest around the hotel
  • Monthly Facebook giveaways in Spanish and English, asking questions and incentivizing answers
  • Sourcing and sharing user-generated content from Instagram streams
  • A paid Facebook strategy mixing lifestyle posts and direct CTA promotions for booking

Results In just six months:

  • Grand Hyatt San Antonio became the top performing San Antonio hotel in terms of engagement
  • Exceeded Facebook engagement benchmarks by 1,700% and increased reach by 900% 
  • Increased Facebook fans by 50% to 22,700
  • Doubled Twitter Mentions and increased followers by 23%

Facebook And Instagram

Oregon Chai

SOCIAL, Blog & Photography

With an already well-established social presence of 180K+ fans, our initiative was to construct a well-oiled strategy to maintain fan engagement and diversify across social platforms (immediately following Facebook's IPO and subsequent drastic decline in organic reach). The indulgence-seeking target was an already avid user of most digital platforms, so the revised strategy included:

  • Freshly-designed weekly blog with SEO-friendly post topics, including product highlights, lifestyle, recipes and news and announcements
  • Weekly surprise-and-delight sampling across platforms and "Chai-rivia" Twitter product giveaways 
  • Launched the brand's Pinterest page and Instagram account to quickly ramp up with 1,000 and 600 organic followers respectively
  • Twice-per-year Facebook sweepstakes and Pin-to-Win promotions

Facebook & Instagram

Blog Posts: Lifestyle, Product Highlights & New Product Announcements

 

Lost In Love Weddings

Social & Blog

The Lost Pines region of Central Texas is a fantastic wedding destination for the down-home, close-to-home destination wedding seekers. Bastrop and Hyatt Regency Lost Pines co-funded a project developed under our team's strategy, management and content creation. We designed the blog, created content and amplified the reach with a Facebook presence and targeted paid social strategy. 

My task was to write a number of SEO-friendly blog and social posts, perform keyword research, source photography, aid in content strategy and manage, analyze and optimize the targeted paid social platform.

The blog was built from the ground up, and three-per-month posts helped increase traffic by 26% YOY, including tipping the scales on organic search versus social traffic: from 22% organic/52% social to 51% organic/34% social YOY. All in all, organic traffic increased 186% YOY.

Custom Wedding Rings Blog Post

Facebook & Twitter

Website