I created, executed, optimized and analyzed the full social media and search strategy for MARSHALL. My job is always to open the film as strongly as possible, by identifying, reaching and motivating key audiences. But this title was different than 'most movies,' so I tested new tactics that would help make a historical film carry relevance with modern moviegoers.
I made sure that we used extremely targeted audience pools to make sure that our money was spent efficiently and effectively, and paired it with informed and engaging creative. Our messaging had to make a story about a Supreme Court justice *pop* with everyday Americans. We did pretty well:
Twitter was the strongest performer for Marshall. It often saw view rates of 50% or higher for videos, and high completions rates as well. We also were able to tap into innovative audience builds, by targeting users of #DefendDACA and #TakeaKnee hashtags.
At RAND, I disseminated public policy research, briefs, external publications, op-eds and commentaries into shorter, 'consummable' social media posts, highlighting some of the salient points and making sure that our findings resonated with the larger public. We also had to make our social media output interesting enough to click, but never exaggerated, inaccurate, suggestive, or "click-baity." It was a tough tightrope to walk.
I also trained dozens of RAND researchers and a classful of Public Policy PhD students how to best use their own social media channels to dispense insight and expertise, and to build their own research brands in the process. My thought has always been that getting more informed, rational voices into the public sphere can help temper the conversation and improve the public discourse.
Over the course of my tenure, I helped my team:
I was proud to have left the RAND Corporation, and its policy analysts and experts, better positioned and stronger in the social space than they were when I arrived. And by training so many of them to communicate their findings to a broader audience, I hope that the whole digital team's work is expoentially greater now than before.
Lion's Heart is a nonprofit organization that connects teens and their families to volunteer opportunities - helping them find the best way for them to give back to their communities. However, they cannot afford a full-time SEO/digital specialist, so I donated my services. I helped to:
Comcast Cares Day is a corporation-wide volunteer event that partners with local communities. I took the lead on authoring our successful marketing strategy, as well as collaborating on the creation of publicity materials and the registration site UI, that doubled the participation rate over the previous year – and all prior years. I also composed and published social media content across several divisions (Universal Studios Hollywood, NBC Entertainment, and E!) that reached well over 100,000 people – a big victory for a community volunteering event.