cecile dick - portfolio 2016
TRANSCRIPT
Portofolio 2016
Career Path
CÉCILE DICKCHICAGO, UNITED STATES
MOBILE READY TO TRAVEL
NORTHERN EXPOSURE PROJECT BLOG
PROFESSIONAL AREA
MARKETING SOCIAL MEDIA INDUSTRY
CREATIVE / DESIGN CATEGORY
DIGITAL STRATEGY SECTOR
HOBBIESTRAVEL NEW
TECHNOLOGYMUSIC
IDENTITY
JOBRELATED
SKILLS
SPORTINTERNSHIPACHIEVEMENT
SOCIAL MEDIA MANAGER
EXPERT
ADVANCED
INTERMEDIATE
BASIC
SOCIAL MEDIA SAMURAI
JOURNALISM
ADVENTURE CAPITALIST
MULTICULTURE
Case Study - Crisis Management on Social Media Air Transat
Case Study - #FirstNation crisis management (Twitter)
February 25, 2015Maria Morrison, a Transat customer posts a photo on all Transat Social Media platforms suggesting that Transat in-flight activity books for children are a racist portrayal of Canada’s First Nation and demands that all printed material be removed from Transat airplanes. Quickly, the post gains traction.
February 25, 2015 The Air Transat Social Media team holds an emergency meeting to determine our response strategy. Together, we decide to acknowledge the post, offer a standard reply and track our customer’s reactions. We expect that our reply will attract attention but can’t gauge the amount.
February 25, 2015 On Twitter, we respond: @firstnationbook Sorry to read it offended you. I will forward your comments to the appropriate teams. Thanks.
Case Study - #FirstNation crisis management (Twitter)
February 25 - February 28, 2015Our response attracts attention across Twitter and reactions begin to go viral over an increasingly wider network.
February 25 - February 28, 2015 More serious and deliberate meetings are held between the PR and Social Media teams to find the best attitude and message to consistently use throughout our brand’s response.
Our decisions are motivated primarily by diffusing anger. We opted to consult First Nation representatives to seek their opinions and released a statement sharing this news.
Case Study - #FirstNation crisis management (Twitter)
February 27, 2015Maria Morrison shares her story with Canada’s national broadcasting network, CBC. The story adds momentum to the growing reactions on Twitter and Facebook.
February 27-28, 2015 After releasing our statement, we decided to no longer respond to complaints and inquires on Twitter. We felt that after several days, our responses only reignited the issue.
Case Study - #FirstNation crisis management (Twitter)
Case Study - #FirstNation crisis management (Facebook)
February 27, 2015It was critical to maintain a consistent strategy throughout our team and communicate effectively. Each day, we had internal discussions to track our customer’s responses.
Case Study - #FirstNation crisis management (Facebook)
February 25 - March 11, 2015Throughout the crisis, we prioritized responding to individual customers on our Facebook page, which changes more slowly than Twitter. We used the platform to explain our strategy and actions to regain our customers’ trust. Speaking to First Nation representatives effectively diffused the crisis.
Case Study - #FirstNation crisis management (Facebook)
March 10, 2015In the end, the children’s activity books were not removed. After 15 days, the issue calmed down and did not have a lasting impact on sales. The crisis allowed us to engage with some customers and try to show them we are open to discussion when they notice an issue. In order to build loyalty, we try to communicate more closely with our community and to give them the best honest answer.
Case Study - #FirstNation crisis management (Facebook)
Social Media Analytics Report - Seagull Institute
Facebook Analytics and Analysis
• Stats between October, 1st - November, 23rd:
Seagull Institute Audience:
- Our users are primarily from France; our best results were observed when French users would be traveling home from work (12-3pm Central). - Video posts and Contests (Sweepstakes) have delivered the best user engagement.- Our audience was mostly men (18-24 years old). We adjusted our content strategy to focus on sports (NBA, Soccer, etc.) and new technology. These topics received our best results (particularly when presented with videos).
Facebook Analytics and Analysis
• How to gain more likes ?
• Analysis of our best posts:French videos were most engaging and best understood by our core audience.
• The topic of Seagull internship opportunities received the most traction.
• Result: Seagull gained eight new likes on its Facebook Fan Page.
Twitter Analytics and Analysis
• Report from November, 1st to November, 24, 2015.
RESULTS: 80 new followers
• Interests of our Twitter audience:- Business and news 58%- Tech news 53%- Technology 51%
• Demographics: 49% from Illinois, USA
• Within the first month of launching its social media identity, Seagull gained 80 followers from Chicagoland and is better known among its target market: start-ups and the sporting event community.
• The Seagull Instagram account has been launched for 6 weeks.
• 85 followers.
• In order to increase followers, Seagull Institute should post a picture every 3 days. This is a feasible target for their limited team bandwidth (3 people).
• There is an opportunity to promote the new Instagram account on the other social platforms and increase exposure through Seagull’s existing community.
• Use well-known hashtags to increase exposure and gain followers.
• Engaging with Seagull’s target audience helped grow followers. For example, liking targeted content from ideal community members helped increase our follower base.
• Short videos were our stickiest form of content.
Instagram Analytics and Analysis
My brand: Northern Exposure Project
Northern Exposure Project
• I began blogging in August 2014 as a way of documenting my travels and expatriation in Montréal and later Chicago.
• My goals are to build a community of travelers and build my professional expertise. I use my blog as a platform to experiment and to learn more about social media tools and technologies, first hand.
• The N.E.P MissionNorthern Exposure Project aims to inspire and encourage readers from across the globe to travel further distances, seek new experiences, and to understand our world through travel or/and expatriation.
Northern Exposure Project - Media Kit
Northern Exposure Project - Analytics Report
• Analytics: from November, 1st to November, 31st.
• The second half of the month has been better because of the publication of two new videos and an interview.
• Posts about Thanksgiving and Chicago’s first snow were well read during the holidays.
Northern Exposure Project - Analytics Report
• Men, aged 18-24 years old who are interested in sports are my primary audience.
• With these analytics, I have tailored my posts to focus on sports, new technology, food and travel.
• With over 4 years of international experience in Transport Sector marketing, communications and Social Media, I am looking to expand my career as Social Media Manager.
• My passions lie at the intersection of commerce and emerging technology and in creating meaningful, integrated experiences between people and brands.
• I am an avid traveler, with dreams of circling the globe to better understand the world and to learn how new media and technologies are perceived from country to country.
• I share my thoughts on technology, and my world view through my blog: Northern Exposure Project.
[email protected]+ 1 (630) 656-4717
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