Imagine, if before you started any social media marketing campaign, you looked at whether or not it built your brand, gained you insights and converted sales. That's exactly what The Center of Excellence at American Greetings did and it was led by Dawn Wayt. Dawn was previously the Director of Marketing and Head of Social Media at American Greetings (she is now the VP of Digital Strategy at KINETiQ DIGITAL). You're going to hear one of the best approaches to social media in the land.
The Story of Dawn's Career
Key Measurements for Success
Creating Meaningful Connections on Social Media
What does it take to grow at a large company?
"Being open to opportunities and looking to make an impact where you can. When you first join a company, you are hired for a specific reason or role and you should make the most of that while taking the time to really learn about what the organization does well, where it can make improvements and meet lots of people so that you can be top of mind when they're looking to make a change. When you're open to these opportunities and working hard to contribute, a lot of things come your way. This is when you have a chance to move across roles and continue to change and grow."
What's the approach to social media at American Greetings?
"The digital space and social space have changed a lot - being open to this change has made it possible to grow within that space. But what we've really taken the time to do is focus on why we want to be in social and build our brand, gain insights and drive conversions. Everything we do is trying to align with those three goals. We focused the approach, we've thought about the reasons why people are participating on social channels and we work to make sure that what we're providing in terms of content on those channels makes sense for consumers so that we add value and are not just another voice."
"When I think back about my career and beyond the bullets that you can see on LinkedIn or a resume, I see that there are three common themes across my experience. What I've really enjoyed being able to do is solve problems, build things and create opportunity."
-"A highly successful campaign, like those that go viral, can be just like lightning in a bottle and only happen one time!"
-"Our mission is to make the world a more thoughtful and caring place."
Company Website: http://www.americangreetings.com/
Company Twitter: @amgreetings
Personal LinkedIn: https://www.linkedin.com/in/dawnwayt
Company LinkedIn: https://www.linkedin.com/company/american-greetings
Enjoy, and check back here for more episodes of the All the Social Ladies podcast on Social Media Today.
This article was originally published on Apple News: