When marketing became business creation.
The role sat at the intersection of marketing, customer insight, business development and executive decision-making, supporting new digital ventures, thought leadership and a B2B social commerce event.
A digital community for small businesses, entrepreneurs and office professionals that grew into a broader business platform.
Executive social-media leadership positioned for business audiences.
STRATEGY1
Social listening, reputation management and strategic advisory.
View historical video channel ↗Atlanta's B2B social commerce summit extended Social Strategy1's thought leadership into a live executive forum.
What are customers telling us that could become the next business opportunity?
Five business units and fast-changing digital markets created more opportunity than a traditional campaign calendar could capture.
Customer research, competitive intelligence and social listening belonged in the same conversation because together they could reveal new business opportunities.
That intelligence helped shape new ventures, executive thought leadership and a national B2B event while marketing supported the organization through significant growth.
A digital community became a business platform.
OfficeArrow grew as an online community for small businesses, entrepreneurs and office professionals, combining social tools, content and commerce.
Knowledge at Wharton reported that OfficeArrow had grown to about 350,000 members by 2011.
The OfficeArrow work connected audience insight, content, partnerships, marketing and business development.
Ideas moved into market through content, education and communications.
Public webinars, launch communications and thought leadership show how the ideas moved into market.
Educational programming around social CRM, tools and the practical business use of listening.
Public-facing programming around emerging digital and mobile behavior.
Public communications connecting the community, OfficeArrow TV, webinars and social-media education.
Extending the community through video and practical business content.
Listening became strategy.
Social Strategy1 brought social-media monitoring, online reputation management and advisory services together around a larger business idea: listening could become a source of customer and market intelligence.
Thought leadership that brought the C-suite into the conversation.
Published in 2011, Social Media Leadership framed social media as an executive and business issue, not simply a marketing tactic. Knowledge at Wharton later explored the same themes with Michael F. Lewis, Social Strategy1 and Wharton faculty.
The ILD role connected executive communications, marketing strategy, business development and the launch of new ventures including OfficeArrow, Social Strategy1 and Lift.
Read the Wharton interview ↗An event designed around a business question.
Lift took Social Strategy1's thought leadership into a live setting. As title sponsor of the second annual Atlanta event, Social Strategy1 helped convene executives, authors and practitioners around the emerging intersection of social media, commerce and business strategy.
Company growth is organizational context for the period. The 59% conference-attendance increase is a direct project result.
“Her assistance in proposal packets assisted in winning global contracts.”