Dusty Goen Social Media Portfolio

Product Launch Support & Enhancement At LifeProof, I maintained our Social Media content calendar and made sure I was current with any upcoming product launches. I worked with engineering for product FAQ’s, Comms. team to refine outwards communications, graphic design team for content, and customer service when large announcements were made that could impact them. Our partnership with the Web Team was also crucial to cross promote each others efforts. Social drove increases in visits month-over-month. Social AOV (average order value) was nearly 10% higher than standard AOV.

Product Launch Contests •  Building excitement about new products was a very important part of our strategy.

One way we did that was with contests. •  Instagram contests proved to be very successful. I believe it’s due to the low

barrier to entry. Tagging your photo with the hashtag prompt and following the brand is very simple. Also, people love to be mentioned by brands and have their photos featured! I also promoted Instagram contest across all of our other social media channels.

•  Twitter retweet contests are also a very simple and effective way to spread the word.

Instagram Contests Here are a few examples of contests I planned surrounding holidays and popular user generated content. Whether or not they have LifeProof products in their photos, fans are sharing entries with LifeProof hashtags and engaging with the brand.

Days of the Year I believe sharing engaging content that’s visually stimulating and aesthetically appealing is very important. You only have a few seconds to grab someone's attention. Capitalizing on the visual nature of social media is key. I managed a calendar of unique days of the year that applied to the brand. I made sure that we created content or found user generated content and awarded fans for use of their photos. Below is National Mustard Day, National Donut Day, and International Ice Cream Day. These photos received a very large amount of likes!

LifeProof Spotted Wherever LifeProof appeared on TV shows, music videos, or Magazines I made sure we capitalized on the exposure. We shared the content to all relevant social channels and engaged with the TV show or celebrity. By doing so, we received celebrity mentions and re-tweets and lots of engagement from followers.

Social Media Event Support Whether at the event or in the office I made sure we had a social presence. I stayed in contact with our events team to share interesting photos and get our brand seen using relevant event hashtags. For events with more social attendees, we set up photobooth's or had a fishbowl with a phone in it. Attendees shared the photos to their social media channels, which increased awareness. The bottom right is me with the property brothers in our booth, they followed our channels and mentioned LifeProof on Twitter!

Current Events A tactic I used to create more

awareness was to get involved with trending events and hashtags. Here are some examples of 7-11 (#freeslurpeeday”), the buzz surrounding Prince Harry’s “exposure,” the ever popular #SharkWeek, and the Despicable Me 2 launch.

Apple Announcements Apple announcements are HUGE on social media. I followed along and live tweeted about the event. Getting our brand seen using relevant hashtags, and getting involved in current events is a big part of growing a brand. Because of this, we saw a huge increase in engagement, reach and followers.

Photo of the Year •  Photo of the Year 2012 was a big Facebook contest

I put together featuring the Photo of the Week Winners. We involved the community by offering prizes for voting on the best photos and sharing the contest. The contest was very successful and when the photos were shared they did a really good job of showing what LifeProof is all about.

Pinterest •  I put together Pinterest contests to create excitement about new products. I

made group boards for new products. Our board showed up on their page when they joined, spreading the LifeProof Brand.

•  I also pinned interesting and visually engaging photos to our boards. •  One of the most successful ways to drive traffic to your website is to include

“Pin-it” buttons on your website. People trust what their friends are pinning.

Nearly a year after selling our first product, top execs. were still against offering any discounts or promotions. I was able to communicate with all the necessary stakeholders to organize the first ever promotion, thanking our loyal fans, as well as increasing sales and awareness.

Pubic Relations Support •  I worked directly with our PR Firm, Chereskin Communications. You can see a

recommendation on my LinkedIn from Valerie Chereskin. •  We worked very closely to support each other. I engaged with influential media

on social media and promoted online reviews •  It was a top priority of our CEO to win awards. I made it my mission to promote

awards on social channels and internally to employees. We won many, including the Readers’ Choice Awards multiple years in a row for tech products.

Brand Ambassadors

One of the most important things I did at LifeProof was to create an army of brand ambassadors. •  The first type was a Facebook Advocate. When I saw community members that

were very passionate about the brand and actively engaged by answering questions from other community members, I would privately engage them and thank them for being such a valued community member. They were given free products to test when new things came out and involved in beta testing. They felt very special and became a valuable part of our community.

•  The next type is an influential brand ambassador. When people with lots of followers mentioned LifeProof, I engaged them and created a relationship in exchange for product where they shared/delivered interesting content.

•  I managed unpaid relationships with a few famous athletes and celebrities that loved the LifeProof brand. I worked with these people to partner for Twitter parties and to seed new products. Jesse Csinsack and Anastasia Ashley were the most popular.

Internal Involvement •  Involving your company in Social Media is great for

company morale. Employees love seeing their picture on social channels. We had dress up contests and I took pictures of the winners to share. We also used employees from different departments to help with video prompts for Viddy contests.

•  Fans love to see behind the scenes of a company; it

makes them feel like they are part of the family.