Digital news, social media,

community team, and

video content

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While on the corporate brand and demand generation team, we weren't satisfied with our digital news and promotional efforts. We wanted our brand to be more human and resourceful as well as to have more global consistency, more efficient, and better engagement with customers. We wanted to make sure our content was truly beneficial.

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Activities:

• Researched competitors, partners, and customers' digital and social efforts

• Reviewed data to gain insights to make more informed decisions 

• Explored how to evolve digital working with the social media team and internal creative agency

• Redesigned content and created for the first time brand guidelines for the global newsletter and social media efforts

• Built the editorial calendar and managed across 20+ stakeholders

• Built internal process of sharing content with colleagues

• Beta tested layout and topics to make smarter decisions

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Results:

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• Team structure in place for building, sharing and actively monitoring social presence

• Increased the newsletter open rate to 35% from 18% and the unique click-through rate to nearly 5% average over a year compared to the industry average of 2.5.

• Dramatically increased YouTube Views and facebook and LinkedIn Likes and Comments

• Optimized productivity by having a process for leveraging content saving thousands of work hours 

 

“I’ve worked with Nicole for 4 years as her Marketing Automation stakeholder for NI’s brand campaigns. Nicole is one of the most thoughtful, deliberative and composed marketers that I’ve ever had the pleasure of working with. She is focused on driving results and is a great collaborator. With the number of projects she is simultaneously managing, she does so in an effortless, focused and composed manner – I could gain to learn these skills from her.”

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Carrie Hall, Senior Marketing Automation Strategist at IBM

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