I have advised businesses on social media strategy, channel audits and competitor analysis reviews.
I have delivered training with in-house social media teams and am often asked to teach business development teams how to use LinkedIn specifically, to win new contracts.
I have created engaging content strategies for brands to grow their social followings.
Case Study: Wild Dunedin
The Wild Dunedin annual event is the New Zealand festival of nature with over 50 events taking place in a 5-day period anchored around Earth Day every April.
Started by a group of local conservation enthusiasts, tourism operators and wildlife media producers, Wild Dunedin had grown to over 7,000 visitors in just 2 years by 2017.
But the team had big ambitions and so, in preparation for year 3 (2018), I was enlisted to develop a Social and Digital Strategy that could obtain funding from the council to use digital channels and influencer marketing to reach a wider NZ audiences and visitors from abroad.
My strategy secured almost $4,000 in funding and with high KPIs to reach, I set about working with the committee to train them on social media tactics, plan a content calendar, develop partnership content with sponsors, develop paid influencer contracts and coordinate live stream coverage of the week’s activities.
All while growing the audience and eventual visitor numbers.
With just 4 months of work (outside my day job) I surpassed all campaign objectives. Instead of a social media following increase of 15%, it came in at +278%. Engagement rates increase +113%. Email subscribers increased +178%. And most importantly of all, rather than a 25% increase in ticket sales on the 7,000 figure of 2017… over 14,500 people attended the week of events in 2018. A 100% increase!
Social Media Training in New Zealand
I lecture on the subjects of Social and Digital Media Marketing at the University of Otago and am often asked deliver practical hands-on training to groups and in-house teams to improve their return on investment from online efforts.