Zach ClaywellSOCIAL MEDIA MARKETER

About Me:

• Double majored in Philosophy & English at The College of William & Mary

• Lifelong writer – journalism, blogging, short stories, screenplays

• “Retired” Stand-Up Comedian

• Loves travel – Recently went to Germany

• “Digital Native” (aka Social Media Addict!)

Previous Experience• Social Media Manager for The Idea People.

• Wrote, edited and scheduled SEO blogs and social media content for a diverse group of clients.• The Idea People, Charlotte Mechanical, Socialtopias, Westport Marina, Dynamic

Health & Pain Management, Ballantyne Legal, Mecklenburg Sons of the American Revolution and more.

• Marketing, Social Media, and Public Relations for Socialtopias Account• Local tech startup developing an app to find nightlife destinations.

Client Study: Socialtopias• Ran Socialtopias social media

accounts.

• Organized successful press conference announcing the launch – featuring representatives from Uber, The Charlotte Hornets, and Charlotte’s town council.

• Developed the brand’s marketing message, including the tagline “Put down your phone and go be social!”

• Worked closely with the Charlotte Hornets PR & Social Media team.

Increase of “Socialtopias” Followers in 90 Days

Facebook Twitter0

500

1,000

1,500

2,000

2,500

3,000

3,500

1681

261

3273

850

Before After

94% Increase 208% Increase

“HyperLocal” Engagement Strategy• Charlotte focused social media engagement – local businesses,

local media, local sports teams, local nightlife destinations, local social media “influencers”.

• Charlotte-centric messaging – This is a product designed in Charlotte and for the people of Charlotte. • “Silicon Valley of the South” – Charlotte is a thriving tech hub.

• Geo-targeted social media ad campaign.• “Fans of Charlotte Hornets” etc.

• Reputation Management – Engaging with users on owned media, as well as other Charlotte-centric touchpoints.

Creating Content Strategy for “Socialtopias”

• All content must be on message with the correct tone. • Socialtopias message: Our app connects

friends “in real life”.• Socialtopias tone: Friendly, Young,

Energetic, Edgy• Socialtopias example content:

“TTYL I G2G AFK 2 LOL W/ MY BFFS IRL :D (Socialtopias: Official Sponsor of Laughing with Friends In Real Life)”

Message

Content

Tone

Examples of Successful Social Media Posts

Charlotte Hornets Announcement:

Post Type: Shared ImageLikes: 683Total Post Reach: 575,488Total Post Impressions: 1,370,848

By working closely with the Charlotte Hornets social media and PR team, we were able to coordinate our efforts in order to write, schedule and boost this critical post announcing our formal partnership.

Examples of Successful Social Media Posts

Brand Messaging

Post Type: TextLikes: 112Total Post Reach: 50,464Total Post Impressions: 80,253

A simple text post that took off exponentially!The brand’s messaging and tone were enough to create buzz for this post organically, which led us to “strap on the rocket” and boost the post through paid reach.

In-house Social Media Posts

Promoting my blog on “Mobilegeddon”: http://www.theideapeople.com/google-search-algorithm-mobilegeddon/

In-house Social Media Posts

https://www.youtube.com/watch?v=zRoBJ-3XDlE

Promo Video:

Creating My Own Brand

LOL CLT: Charlotte’s Comedy Blog• Passion project – blog based on stand up comedy, in Charlotte and

beyond.

• Showcasing and interviewing local comedians.

• Reviewing and interviewing nationally touring comedians

• Social Media Lifestyle – “Always On” content creation & engagement.

• “HyperLocal” Engagement: Networking with Charlotte comedians, business owners and social media influencers

Increase of LOL CLT Social Media Followers

Facebook Twitter0

200

400

600

800

1,000

1,200

67

357

233

1,021

2014 2015

247% Increase 186% Increase

Increase of LOL CLT Blog Views

Page Views0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

2,254

13,705

2014 2015

508% Increase

Example Twitter Analytics