Susie Shaw + Social Media Specialist
Social Media Strategy
As a social media consultant, I offer tailored social media strategies that help businesses build their online presence and reach their target audience.
Client
Harley-Davidson
Brief
In partnership with Harley-Davidson, the objective was to ensure the brand's relevance in the dynamic realm of social media. This involved the development of an "Always On" content strategy, marking Harley-Davidson as early adopters in Australia for trending social topics and cultural moments.
What I Do
I took on the pivotal role of designing and executing the "Always On" content strategy. This entailed the creation and curation of content to be disseminated across a range of social media channels. I also managed influencer campaigns, ensuring that the content generated by influencers resonated with the brand's values. In parallel, I supervised the content production for Harley-Davidson's extensive quarterly campaigns.
Results
We achieved an impressive 8% monthly growth in followers, indicating an expanding digital reach for the brand. Equally significant was our consistent 5% engagement rate on posts related to culturally significant topics, signifying that our content not only gained traction but also fostered genuine interactions within the community. One campaign achieved 1 million views on Facebook over Christmas. And it was listed in L’ADN’s top 15 Christmas campaigns of 2015 with those for John Lewis, Sainsbury’s and Walmart – the only campaign from Australia & New Zealand to make the list.The success of this work also attracted Facebook's interest, leading to collaboration on several campaigns to showcase Harley-Davidson as a prominent and influential presence in the Australian social media landscape.
Social Media Management
I offer full social media management services to businesses who need help creating and maintaining a strong social media presence.
Client
Quickbooks
Brief
Quickbooks needed to increase brand awareness and drive traffic to their content hub. They wanted to create a social media presence that was both informative and engaging, and that would resonate with their target audience of small business owners and accountants.
What I Do
I created and curated compelling content, plan and execute posting schedules, and engage with followers to build a loyal community around the brand.
Results
My social media management efforts resulted in a significant increase in organic followers and clicks through to Quickbooks' content hub. It also helped to improve Quickbooks' brand awareness and perception. Social media users were more likely to view Quickbooks as a thought leader and resource for small businesses.
Influencer Marketing
I help businesses collaborate with influencers to expand their reach and build brand awareness.
Client
Reebok
Brief
Reebok needed to tailor global content for the Australian audience - they wanted to address the lack of relevance and appeal of their Reebok content for the Australian demographic by using their existing influencer partnerships established by Reebok.
What I Do
I oversaw the strategy and production for influencer campaigns, specifically targeting CrossFit athletes to align with the brand's image and target audience. This process required building strong relationships with the influencers and ensuring their content seamlessly integrated the brand's message. It involved extensive discussions, content collaborations, and meticulous planning to strike the right balance.
Results
We achieved a Click-Through Rate (CTR) of 5%, highlighting the effectiveness of our strategy and content. This success was a testament to the synergy between our team, the influencers, and the brand. It not only increased brand visibility but also reinforced our ability to connect with the target audience and drive meaningful engagement. In summary, my journey with the team was characterized by a commitment to understanding the local audience, a strategic approach to influencer campaigns, and the delivery of impressive results, showcasing the power of localized content and influencer collaborations in making the brand resonate with its target audience.
Paid Social Campaigns
I create and execute targeted paid social media campaigns to help businesses reach their ideal audience and achieve their marketing goals.
Client
TaleFlick
Brief
TaleFlick approached me as their paid media strategy, managed by a large media agency in LA, was not delivering the expected results. The challenge was to assess their existing social media presence, creative content, and audience targeting to understand why their paid media strategy was falling short of their goals.
What I Do
I conducted a comprehensive audit of TaleFlick's current social media presence, creative assets, and audience targeting. It became evident that their approach was fragmented, with their target audience dispersed across numerous ad sets, making it difficult to maximize their media spend effectively.
To address this issue, I restructured their audience targeting by consolidating disparate segments. Additionally, I created compelling and captivating media ads, employing a mix of video, carousel, and image formats to engage their audience effectively. Retargeting strategies were implemented to further enhance the impact.
In parallel, I focused on enhancing TaleFlick's organic social media presence by crafting content that resonated more effectively with their audience. This involved running engaging competitions and showcasing the work of their clients to boost audience engagement.
Results
The initial six months of our collaboration yielded impressive results. TaleFlick's key metric, Return on Ad Spend (ROAS), saw a remarkable improvement, surging from 0.5 to 4.0, indicating a substantial increase in the effectiveness of their paid media campaigns. Additionally, the Click-Through Rate (CTR) soared to 6%, highlighting the enhanced engagement and interaction levels with their content. These outcomes signified a significant turnaround in the performance of TaleFlick's paid media strategy, delivering the results they had originally anticipated.