1. How strong is your experience working with social media delivery and analytics, as well as developing digital marketing and social media brand strategies?

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   I have four years of experience working with social media delivery and analytics.  Below are steps I've taken to develop successful digital marketing and social brand strategies: 

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• Data collection: pulled data from relevant sources and developed a keyword list based on industry drivers 

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• Data Mining: tagged data with content and identifiers
   

• Data Analysis: aggregated data into useful information
   

• Insight Delivery: presented insights to clients in the form of summary reports to monitor real-time information via web-base dashboards/alerts
   

• Consulting: identified strengths, weaknesses and opportunities for client’s social media strategies
   

• Solution Delivery: Identified social media tools best suited for client’s social media strategy 

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2. How comfortable are you socializing best practices and serving as the primary point of contact for an organization’s Social Media & Customer Engagement activities? Can you provide an example of having done so (confirm the seniority of these contacts—mgr, dir, VP, c-suite)?

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 I am very comfortable with socializing best practices.  As Director of Marketing and Promotion it was my duty  to provide our customers with engaging activities and social media content. 

The following is the account of me implementing  best practices  serving as the primary pint of contact:

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   In a creative meeting, a local radio station asked our Dealership to be a vendor at the “DUB Show.”   My General Manager didn't seem interested especially after I presented him a $24,000 vendor fee  which was outside of our budget.  However, with the event taking place at the Georgia World Congress Center, I convinced him that the exposure would be hugely beneficial. Thinking outside the box, I contacted our corporate office and discovered that Harley – Davidson Corporate wanted to participate yet could not due to a schedule conflict. When I asked if we could attend the event on their behalf, they agreed and advised that we would not have to pay the $24,000 vendor fee. After presenting this to my GM, he allowed us to participate in the show.  

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During the show, I noticed that the attendees would walk by and only take pictures of the bikes we had on display. To engage our customers, I printed “Sit on Me!” signs and placed them on each bike. As potential customers sat on the bikes it drew a crowd and interest. Additionally, customers signed up for our e-newsletter and for give-aways (which winners had to claim their prizes at our location). My actions enabled me to take photos to upload as content which increased traffic to our social media platforms. For many attendees, sitting on the bike was their first time on a motorcycle. Capturing this enthusiasm and interest in our brand impressed our GM and Sales Manager who were also both present at the event. Having them there to witness the event in action improved the relationship between the Marketing and Sales team which made it easier to obtain support for additional social events.

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3. Have you both created and executed on social media & customer engagement strategies? Please provide brief examples of both?

I have experience in creating and executing social media and customer engagement strategies. For example, I created the following activities for Harley Davidson:

 

Open House

Battle of the Bands

Instructional Workshops

Holiday Celebrations/Events

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I executed each of the above activities based on the following:

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• Identified and documented all of the requirements and objectives of the project

• Asked fact-probing questions to determine a pitch or a theme (in the absence of a pitch, I brainstorm on ideas based on successful social media & customer engagement content )

• Identified a project budget

• Conducted research for my creative process (starting with Google to research and investigate similar tasks/projects)

• Determined the target market for the project

• Selected the proper medium (ex: print, digital, newsletter, social media etc…)

• Began the creative design process utilizing the proper tools (ex: Photoshop, Illustrator, InDesign, Social media, etc..)

• Verified that my completed project met the initial goals and objectives

• Presented my creative concepts to Management for constructive feedback and/or approval

• Followed up with Marketing/Sales to determine the impacts of the final project (example: confirmed if the project increased sales, increased customer interest/awareness, etc…)

• Updated all social media platforms (ex: Facebook, Twitter, etc...)

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4.Have you initiated and/or managed social hub/management vendor relationships. Please provide brief examples of both.

 

Prior to my arrival, the Dealership where I worked did not use web - based email for mass communication or Twitter. After convincing the Dealership to understand the value of these platforms, I was able to take the initiative to develop an e-newsletter, create a CMS web – based email account and Twitter page. I managed all of these digital accounts which provided various ways to interact with both our customers and vendors. By having a closer relationship with our vendors it enhanced our partnership which increased event awareness, participation, sponsorships and our accomplishments.

 

 

5. What is your knowledge of social media platforms: Facebook, Twitter, YouTube, Instagram, Pinterest, Snapchat, LinkedIn etc. and management/listening tools (e.g Hootsuite, Radian 6)?

 

I have used all of the above social media platforms, except Hootsuite and Radian 6. However, as a quick learner of social media platforms, I can quickly master their technologies, methodologies, measurement and analysis.

 

6. What is your understanding of copy-writing, CMS tools and marketing automation?

 

I meticulously followed Harley – Davidson's corporate brand guidelines for use of the Harley-Davidson “bar and shield” logo while fostering brand consistency across campaigns and marketing programs.

I managed and developed our CMS website hosted by Powersport Networking which I took advantage of their marketing automation tools and analysis.

 

7. How strong is your experience in setting and managing social campaign budgets, content calendars, and work plans?

 

My duties as Director of Marketing and Promotions, I successfully managed all digital accounts (ex: Facebook, Twitter, YouTube, Instagram, Pinterest, LinkedIn).

I also managed and updated each event calendar for each digital account

I successfully developed and managed all campaign budgets for each event (examples of events are the following: Open - House, Battle of the Bands, instructional workshops and holiday celebrations/marketing events

Established relationships and initiated meetings with Management, clients, and vendors to ensure successful work plans for each social campaign

 

8. What is the extent of your experience and understanding, working with buying teams, creative agencies and working across different business regions?

 

My duties as Director of Marketing and Promotions allowed me the opportunity to develop and manage relationships with multiple creative agencies such as magazine and newspaper editors, promotional vendors, advertisement agencies, on-site vendors, radio agencies and digital messaging agencies.

Additionally, I managed relationships with Harley-Davidson's corporate office located in Milwaukee. On a quarterly basis, the corporate office would launch new products and services tailored towards a targeted demographic audience. As a result, I would implement campaigns similarly in our regional office.

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