social media // digital & mobile marketing > portfolio // linda c. modica

SOCIAL MEDIADIGITAL // MOBILE MARKETING

portfolio > Linda C. ModicaArt Director | Brand Specialist | Graphic Designer

conference collateral // graphic design2 SMSS Amsterdam 2014 Social Media Strategies Summit

Conference brochure

3 SMSS San Francisco 2013 Social Media Strategies Summit

Conference brochure + signage + lanyard & name badge

4 Digital Marketing Strategies Summit

Custom vector illustration

5 Mobile Marketing Strategies Summit

Conference brochure + typography driven design

6 Social Media Strategies > Industry Report

Interactive PDF

7 Social Media Strategies > Bloggers Guide

Interactive PDF

8 SMSS Las Vegas 2014 Social Media Strategies Summit

Conference brochure + Infographic

2014

#SMSsummit

8

12

Master Key Social Media Marketing Skills

to Reach Your Business Goals

Register Today!

8 Dedicated Tracks Including: Content Strategy, Marketing & Sales Strategy, Building a Social Business, Engagement Strategies

Case Studies from Top Brands & Industry Leaders

12 Interactive Pre-Summit Workshops and Over 40 Learning Sessions

Register By September 20, 2013 and Save $600!

•Build a Cohesive Social Strategy to Reach Your Business Goals•Monitor, Measure, and Report Your Company’s Analytics•Increase Consumer Engagement Across Social Channels•Adapt Your Organization to the New Social Customer Service•Use Social to Generate Leads and Convert Your Customers•Integrate Original, Engaging and Adaptive Content into Your Marketing Plan

SMSS Vegasand more!

At

Social MediaStrategieS SuMMit

You Will Learn To:

February 4-6Bally’s Las Vegas Hotel and Casino

Las Vegas, NV

www.socialmediastrategiessummit.com | 888.409.4418

#SMSsummit

02Welcome Letter for New Writers

03About GSMI and the SMSS Blog

04Why Write for GSMI?

05Targeted Topics

06SMSS Blog Goals

07Directions for Publishing

08Requirements for Posts

09Submitting Ideas and Finished Posts

10Expectations for Writers

11Resources for Writing

14Contact Information

SOCIAL MEDIASTRATEGIES

Blogger’s Guide

#SMSsummit

www.socialmediastrategiessummit.com

SOCIAL MEDIASTRATEGIESBrought to you by and the Social Media Strategies Summit

INDUSTRY REPORT

Case studies from leading brands:

#MMSSRegister by January 17th and save $200!

www.mobilemarketingstrategiessummit.com | 888.409.4418 | www.gsmiweb.com

February 11-13, 2014 • Marines’ Memorial Club & Hotel • San Francisco, CA

Craft a Strategic Approach to Mobile

MaXIMIZE Mobile Marketing for Your Organization

DEtErMInE Measures, Metrics, & Analytics for Mobile ROI

applyStrategies & Tactics from Top Brands

MobIlEMarkEtIngStratEgIES SuMMItMobile Marketing: The Path to Engagement

New For 2014!

Full Days of Learning

& Networking

Case Studies from Top Brands

Dedicated Summit

Tracks

Pre-Summit Interactive

Workshops

Keynotes from Thought

Leaders

3 66

Strategies for Wearables

2

Social Media Strategies Summit - Amsterdam 2014

Conference brochure + InfographicInstagram inspired colorization of historical Amsterdam. Stock image with filter alteration.A4, PDF for electronic distribution.

3

Social Media Strategies Summit - San Francisco - 2013

Conference brochure + Conference collateralAbstract and circular San Francisco skyline (stock image)Brochure - 8.5 x 11 PDF for electronic distribution Name badge and lanyard design Conference signage 33 x 78.625

4

Digital Marketing Super Summit 2014

Conference brochure + Custom “dashboard” illustration8.5 x 11 PDF for electronic distribution. Vector based custom illustration.

5

#MMSSRegister by January 17th and save $200!

www.mobilemarketingstrategiessummit.com | 888.409.4418 | www.gsmiweb.com

February 11-13, 2014 • Marines’ Memorial Club & Hotel • San Francisco, CA

Craft a Strategic Approach to Mobile

MaXIMIZE Mobile Marketing for Your Organization

DEtErMInE Measures, Metrics, & Analytics for Mobile ROI

applyStrategies & Tactics from Top Brands

MobIlEMarkEtIngStratEgIES SuMMItMobile Marketing: The Path to Engagement

New For 2014!

Full Days of Learning

& Networking

Case Studies from Top Brands

Dedicated Summit

Tracks

Pre-Summit Interactive

Workshops

Keynotes from Thought

Leaders

3 66

Strategies for Wearables

Mobile Marketing Strategies Summit 2014

Conference brochure + InfographicType driven cover concept that utilizes all negative spacing. Subtle color palette draws focus on the important content. 8.5 x 11 PDF for electronic distribution.

3 | RegisteR today! 888.409.4418 www.mobilemarketingstrategiessummit.com or www.gsmiweb.com

Facebook.com/gsmiweb BLog: http:// socialmediastrategiessummit.com/blog/@gsmionline#MMSS

Mobile Marketing StrategieS SuMMit

$$

$

25%

Why Mobile Marketing?

91% of all U.S. citizens have their mobile device within reach 24/7 (Source: Morgan Stanley)

91% Mobile internet usage is projected to overtake desktop internet usage by 2014(Source: Microsoft tag)

2014

9 out of 10 mobile phone searches result in a purchase or visit (Source: nielsen)

70% of all mobile searches result in action within 1 hour(Source: Mobile Marketer)

75% of mobile users are using their mobile device for shopping (Source: nielsen)

75%

Within 5 years, half of today’s smartphone users will be using mobile wallets as their preferred payments method (Source: Carlisle & gallagher Consulting group, 2012)

2013

2014

2015

2016

2017

25% of international media and marketing executives see mobile as the most disruptive force in their industry (Source: adMedia partners, 2013)


Summit Tracks



STRATEgYScores of companies have already developed a mobile strategy. The good news is: you can learn from their mistakes at MMSS. Hear tips, tricks, and lessons learned from mobile pioneers that will help you:

• Prepareacaseformobileatyourorganization by outlining your goals, budget, and strategy roadmap

• Explorethedifferencesbetweenmobile websites and mobile apps, and which route your company should take

• Separatethehypefromrealityofhow the next generation of cutting-edge mobile tools can enhance your mobile strategy

ANALYTICSMany organizations make the mistake of implementing mobile strategies and campaigns, but never measure the ROI from them. At MMSS, learn how to:

• Identifyyourcompany’sKPIsinorder to attain relevant, important data

• Harnessanalyticstoattractandtarget the right audience for your brand

• Convertbrowsersintobuyersandgain competitive advantage by using data as your differentiator

ENgAgEMENTDesigning and implementing a strategy is just half of the mobile marketing battle. Brands need to create engaging experiences that make customers want to stick around for the long haul. MMSS will explore how to:

• Drivebrandawarenessandimplement best practices for consumer engagement

• Createenjoyablemobilecampaigns, websites, and apps that build and maintain customer loyalty

• Leadyourcustomersdownthemobile path to purchase in a meaningful way

PAYMENTSFrom banking, to ordering food, tobookingaflight,themobilepayments arena presents endless opportunities. At MMSS, jumpstart your knowledge and:

• Navigatethemobilewalletslandscape

• Createauser-centric,omni-channel approach to payments that combines loyalty, coupons, and rewards

• Discusstheever-growingconcernof mobile security, and what factors are necessary to create a safe mobile payment solution

RETAIL Mobile-savvy consumers expect a seamless experience from their favorite brands. At MMSS, mobile marketers from leading organizations will discuss how to:

• Adjustyourshoppingexperiencefor the unique mobile consumer

• LeverageSoLoMoforyourbrand& target your customers by geo-fencing your campaigns

• Leadyourcustomerseffectivelydown the mobile path to purchase

ADVERTISINgCapitalize on mobile advertising best practices with case studies from advertising thought leaders that will help you:

• Determinethebestrouteforyourcampaigns – banners, posters, and SMS

• Createandinfluencebrandawareness and target the right audience

•Maximizeyourmobileadspending


Plenary Sessions

Highly informative and worthwhile educational investment. - Bafana Sibiya, global Brand Manager at Yookos



keeping up with your Mobile-Savvy Consumers

Presented by:Tomer Cohen, Product Lead, Mobile, LinkedIn

It’s abundantly clear that the mobile space is evolving at a rapid pace with no signs of slowing down. We know that consumers are addicted to their mobile devices and mobile Internet usage is projected to trump desktop usage this year, so why isn’t your marketing plan focusing on your mobile consumers? Join Tomer Cohen from LinkedIn as he discusses how to keep up and capitalize your marketing efforts with the on-the-go, mobile-savvy consumer. Attendees will learn how to:• Set and exceed mobile engagement goals• Anticipate the wants & needs of your

audience• Leverage mobile marketing to delight your

audience and grow your revenue

Creating a Complete Shopping Experience: bringing together Social & Mobile

Presented by:Sarah Rose, Vice President, Product, ModCloth

Mobile devices are increasingly driving social engagement and commerce, allowing consumers to engage with businesses while on-the-go. ModCloth, a social shopping retailer of women’s fashion and decor, provides an engaging shopping experience on mobile layered with social features that keep the community coming back. In this session, ModCloth SVP of Product & Growth, Sarah Rose, will discuss how to bring mobile and social together to create a deeply engaged and loyal community among the mobile savvy consumers of today. Attendees will learn how to:• Be authentic and remain true to who you

are as a brand• Have a cross-platform plan in order to

think about how your customers move across all of their devices

• Use mobile to unlock the power of social opportunities

More than Visits & likes: Converting Interactions into transactions

Presented by:Parag Vaish, Director of Mobile Product Management, StubHub

As the mobile marketing space continues to evolve at a rapid pace, reducing friction has become paramount in creating user experiences that are creative, practical and win over fickle consumers who constantly have dozens of options at their fingertips. At StubHub, we are constantly thinking of ways to enhance and simplify the mobile flow – delivering an experience that not only works perfectly but also adds a level of value beyond the purchasing transaction. By closely listening to customers and developing mobile marketing strategies that enhance the overall user experience, Parag Vaish will share more on how StubHub has continued to maintain its market leader position while also innovating outside the digital box.The key takeaways from this session will be:• Identify all pain points in the existing user

experience and innovate around how to make that process more seamless, intuitive and fun

• Leverage big data to understand how to reduce friction for your specific consumer, who often has different needs and preferences from a broader e-commerce audience

• Create a user experience that takes into account how consumers are evolving their behaviors and changing their expectations around the mobile experience

the Mobile lifecycle: planning for Success

Session details coming soon!

boost your Mobile Customer Service & reduce Customer Churn

Session details coming soon!

6

#SMSsummit

www.socialmediastrategiessummit.com

SOCIAL MEDIASTRATEGIESBrought to you by and the Social Media Strategies Summit

INDUSTRY REPORT

Case studies from leading brands:

SOCIAL MEDIASTRATEGIES INDUSTRY

REPORT

2 | Social Media Strategies Industry Report | Brought to you by and the Social Media Strategies Summit | www.socialmediastrategiessummit.com

#SMSsummit

03Creating a Bond With your Fans Using Instagram: How Ben & Jerry’s Celebrates Its CommunityPresented by > Jay Curley, Senior Global Marketing Manager, Ben & Jerry’s, Homemade, Inc.

04How McDonald’s Successfully Created Shareable Global ContentPresented by > Lizzie Roscoe, Social Media Manager, McDonald’s Corp

05Using Social Media to Recharge Your Brand: The Better Homes and Gardens Case StudyPresented by > Kaelin Zawilinski, Digital Editorial Manager, Better Homes and Gardens

06The TAO of Twitter (Twitter Account Optimization)Presented by > Travis Wright, Global Social Media Awesomeizer, Norton | Symantec

07Calendar of Upcoming SMSS Events

> Interested in learning more about social media strategies to help your organization reach business goals? The Social Media Strategies Summit features presentations from leading brands such as:

Table of Contents

Visit the Social Media Strategies Summit website here > http://www.socialmediastrategiessummit.com

Social Media Strategies > Industry Report

Interactive PDFTable of contents, website URL’s, email addresses were all hyperlinked. 8.5 x 11 PDF for electronic distribution.

SOCIAL MEDIASTRATEGIES INDUSTRY

REPORT

3 | Social Media Strategies Industry Report | Brought to you by and the Social Media Strategies Summit | www.socialmediastrategiessummit.com

#SMSsummit

Interactive Presentation Watch the full presentation here: http://socialmediastrategiessummit.com/learningcenter/jaycurley/jaycurleysmssnewyork.html

Creating a Bond With your Fans Using Instagram: How Ben & Jerry’s Celebrates Its CommunityPresented by > Jay Curley, Senior Global Marketing Manager, Ben & Jerry’s, Homemade, Inc.

OverviewInstagram, now owned by Facebook, has 100 million monthly active users, and 40 million photos posted per day. Additionally, 59% of the top 100 brands are on Instagram. Is Instagram right for your brand and your brand’s business objectives? To use Instagram effectively, it becomes essential to recognize the platform for what it’s made for : sharing and celebrating photography. This case study by Jay Curley of Ben & Jerry’s reviews how Ben & Jerry’s celebrated its community on Instagram by exploring one of their Instagram campaigns. (Sources: Instagram, Simply Measured)

Key Learnings1) Respect and celebrate the community. Ben & Jerry’s clearly defined their company objective in running this campaign: they

focused on community engagement, not community growth. They made their campaign about building real relationships and learning about their community versus focusing on the numbers. Listen to your community and give them what they want. Ben & Jerry’s was able to give their community what they wanted via Instagram: acknowledging and sharing their unique pho-tography. Find out what makes your community tick, and plan your campaigns accordingly.

2) Be true to who you are as a company. Ben & Jerry’s incorporates their value of corporate social responsibility into their Ins-tagram activity including posts about social justice and environmental sustainability. Companies should take advantage of using their influence as a brand to create positive change.

3) Make participation simple and fun. For this particular campaign, all users had to do was upload a photo to Instagram and use the hashtag #captureeuphoria. Several added steps only serves to convolute the process and lose participation. This campaign received 18,000 entries vs. ~1,000 they would have gotten if they had demanded Likes, follows, email addresses, etc.

4) �Connect�the�on�and�offline�worlds. Ben & Jerry’s took the time to feature the photography of their campaign winners offline in meaningful ways - which resulted in very happy customers.

5) Don’t always make it about your product. Participants in this campaign were particularly responsive because Ben & Jerry’s made it about their followers, not their product. Ads that featured the winners about the campaign included their photography and their Twitter handle as the main focus, not the ice cream product.

7

Blogger’s Guide (for Social Media Strategies Summit)

Interactive PDFTable of contents, URL’s, email addresses were all hyperlinked. 8.5 x 11 PDF for electronic distribution.

#SMSsummit

02Welcome Letter for New Writers

03About GSMI and the SMSS Blog


05Targeted Topics

06SMSS Blog Goals

07Directions for Publishing

08Requirements for Posts

09Submitting Ideas and Finished Posts

10Expectations for Writers

11Resources for Writing

14Contact Information


Blogger’s Guide

2 | Social Media Strategies Summit Blogger’s Guide | | www.socialmediastrategiessummit.com

#SMSsummit


Blogger’s Guide

Hello new blogger!Welcome to the SMSS blog writing team! We pride ourselves on choosing high-quality writing talent with the goal of providing useful, educational and shareable content to our reader base.

This guidebook is intended to provide writers with information regarding style, usage and expectations on publishing with GSMI’s Social Media Strategies Summit blog.

I have made you an author on the Social Media Strategies Summit blog site so that you can post articles at your convenience, 24 hours a day. Please save articles as DRAFT while you are working on them and then save as PENDING REVIEW when you are ready for the GSMI content team to review and publish. The SMSS blog is built on a WordPress blog platform, which is pretty easy to navigate. Details on setting up your account and posting blogs are provided in the following pages. Below is a link to help you get started, but feel free to email me with any questions that are not answered in this guidebook.

Congratulations! Our team looks forward to working with you.

Sincerely,

Breanna Jacobs Director of Conference Production & SMSS Blog Editor

To get started, go to: http://socialmediastrategiessummit.com/blog/wp-admin

02Welcome to the Social Media Strategies Summit Blog

DRAFT

PENDING REVIEW

PUBLISH


#SMSsummit


Blogger’s Guide

About GSMIThe Global Strategic Management Institute is a leader in the industry of executive education, creating conferences, summits, workshops and train-ing sessions that combine rich learning environments with the opportunity to network with today’s most relevant thought-leaders, speakers and practitioners.

GSMI’s vision revolves around not only providing educational experiences at our conferences and trainings, but by also providing resources on the importance of higher education, best practices in business and networking, tools for business growth and achieving corporate goals. We aim to cover topics that today’s leaders find most challenging and inspiring.

03

About the BlogThe Social Media Strategies Summit blog aims to provide readers with resources to help them address relevant chal-lenges and trends in social media, along with best practices, case studies and tools they find directly applicable to their social planning and strategy.

As a provider of educational conferences and trainings, our goal is for customers and readers to consider GSMI a source of useful and up-to-date information and learning resources. We want to increase our reach and focus on user acquisition, while also maintaining a solid and repeat reader base and cre-ating an interactive and user-friendly experience for visitors.

Who is Our Audience?GSMI’s annual events have reached 80% of the Fortune 500 companies in over 30 countries. The Social Media Strategies Summit draws key decision makers in the industry, includ-ing CEOs, CMOs, Marketing Directors, VPs and Community Managers of Fortune 500 and 1000 companies.

Content created needs to include high-level strategies, tools and insights geared towards and applicable to executives involved in their company’s social and digital marketing. Tar-geted topics are included in this guide.

For more information on our customers, click here. http://gsmiweb.com/our-customers.html

For more background, you can review a list of GSMI’s upcoming events here. gsmiweb.com


#SMSsummit


Blogger’s Guide


Build your portfolio. Writing for GSMI is a great op-portunity to build and expand your writing portfolio, while working on your self-branding efforts as a freelance writer.

Take advantage SMSS Blog traffic. Reach a rapidly growing audience of over 5,000 visitors each month and have your posts promoted via GSMI social channels including Facebook, Twitter and LinkedIn groups.

Opportunities to attend an SMSS event. Writers who contribute at least 3 articles per week have the oppor-tunity to attend and cover one of our SMSS events. This includes the opportunity to meet with some of social media’s top industry leaders and brands.

(Please note: GSMI does not cover airfare or accommodations. Bloggers that meet the writing minimum stated above will be eligible for a compli-mentary all access pass to all summit sessions and pre-summit workshops.)

Flexibility. Although we do have a minimum required number of posts per week, we give our writers the freedom to write as much as they want. Ability to apply

for press credentials for industry events.


#SMSsummit


Blogger’s Guide

Targeted Topics for the SMSS BlogPlease find below the list of targeted and permitted topics for the SMSS blog. Each of your blog posts should fit within one of these categories. If your content does not fit into one of the below listed categories, please don’t write about it.

Social ChannelsThis includes coverage of any of the social networks, with a primary focus on Facebook, Twitter, Instagram, Pinterest and LinkedIn. This can include news about these social channels, new channel features and tips & tricks for optimized channel strategy.

Keywords: social networks, social networking sites

Social ToolsThis category can feature any tools social strategists use to help them with their social strategy. This can include moni-toring or listening tools/software, analytics software, manage-ment software, etc. This category is ideal for highlighting tool features, “how to use” posts, top lists of tools that can help marketers meet specific social strategy goals, etc.

Keywords: social media tools, social media marketing tools, social media how to

Content MarketingThis category is for posts related to content strategy, content creation, content quality, content management, content mar-keting, content distribution, content strategy integrated with social media. Please make sure all posts are tied back to social media marketing.

Keywords: Content strategy, content management, content management tools, enterprise content management

Social BusinessThis category focuses on creating an internal structure support-ive of a social media initiative, and learning to turn employees into brand advocates. This category is not focused on businesses with a social responsibility initiative, but businesses that embrace social media from and internal and external standpoint. Articles can include platforms, strategies, and tactics that help build a social business and foster an advocating environment, and case studies.

Keywords: employee engagement, social media for business, reputation management, social media for companies, social software

Social ManagementSocial management articles can include platforms that help with tactical execution, and strategies for building and main-taining a social business and team. Since social media is a func-tion of a business requiring attention and dedication, it must be managed effectively.

Social AnalyticsEvery business is searching for the “ROI” in social media, but what they really want to know is what type of data to collect, and how to process to create analytical information that can be executed for actionable change. Social analytics articles can focus on key metrics, KPIs, and numbers that matter to a social-media audience.

05

Targeted Topics Include:


#SMSsummit


Blogger’s Guide

Customer ServiceThis category includes topics on customer engagement strate-gies, customer service, customer loyalty strategies, building relationships with customers, consumer behavior, etc.

Keywords: Customer engagement, customer engagement strategies, customer experience, customer loyalty, customer relationship management

Case StudiesCase studies from all types of companies are encouraged – not just big brands. This category can include success stories from start-ups, nonprofits, B2B, B2C, SMB and enterprise companies in social media. Case studies should be in relation to one other category.

Keywords: Successful social media campaigns, best social media campaigns

SMSS Event NewsThis includes any event related news: new speaker announce-ments, new sponsor announcements, new agenda content (new sessions, new tracks), speaker interviews, etc.

InfographicsInfographics can be original or taken from another source with proper attribution. Infographic posts must still include at least 300 words of text to accompany the image describing key findings of the infographic.

SMSS Blog Goals

Targeted Topics Include:

16.4k unique visitors over the past three months (4.1 - 7.9.13)

Current Reach

3 Month Goal

19.3k visits over same three month period

1.64 pages/visit for new visitors

2:03 average visit duration for new visitors

Acquisition: Reach 20k unique visitors by 10.1.2013 (44% increase)

2+ pages/visit for new visitors (27% increase)

05/06

8

Social Media Strategies Summit - Las Vegas 2014

Conference brochure + InfographicBrochure (bottom): 8.5 x 11 PDF for electronic distribution.Infographic (left): 8.5 x 25, custom//simple illustrations.

of total U.S. internet time is spent on social networking sites

13%

52% 36%

Social media lead conversion rates are 13% higher than the average lead conversion rate

55% more web visitors and 67% more leads for businesses that blog

These latest 2013 social media marketing statistics speak for themselves:

social media marketing for your organization?

WHY

27%

In 2013, 52% of all marketers have found a customer via Facebook, and 36% have found a customer via Twitter

46%Approximately 46% of online users count on social media when making a

purchase decision

85% of customers expect businesses to be active on social media 85%

55% 67%

Sources: Experian, Hubspot, Nielsen, Moderate Research Technologies, EConsultancy

of total U.S. internet time is spent on social networking sites

13%

52% 36%

Social media lead conversion rates are 13% higher than the average lead conversion rate

55% more web visitors and 67% more leads for businesses that blog

These latest 2013 social media marketing statistics speak for themselves:

social media marketing for your organization?

WHY

27%

In 2013, 52% of all marketers have found a customer via Facebook, and 36% have found a customer via Twitter

46%Approximately 46% of online users count on social media when making a

purchase decision

85% of customers expect businesses to be active on social media 85%

55% 67%

Sources: Experian, Hubspot, Nielsen, Moderate Research Technologies, EConsultancy

2014

#SMSsummit

8

12

Master Key Social Media Marketing Skills

to Reach Your Business Goals

Register Today!

8 Dedicated Tracks Including: Content Strategy, Marketing & Sales Strategy, Building a Social Business, Engagement Strategies

Case Studies from Top Brands & Industry Leaders

12 Interactive Pre-Summit Workshops and Over 40 Learning Sessions

Register By September 20, 2013 and Save $600!

•Build a Cohesive Social Strategy to Reach Your Business Goals•Monitor, Measure, and Report Your Company’s Analytics•Increase Consumer Engagement Across Social Channels•Adapt Your Organization to the New Social Customer Service•Use Social to Generate Leads and Convert Your Customers•Integrate Original, Engaging and Adaptive Content into Your Marketing Plan

SMSS Vegasand more!

At

Social MediaStrategieS SuMMit

You Will Learn To:

February 4-6Bally’s Las Vegas Hotel and Casino

Las Vegas, NV

www.socialmediastrategiessummit.com | 888.409.4418