Amanda McDonald's Portfolio

TRENDS THROUGH

PORTFOLIO

Corporate Communications

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Social Media Content

Social Media Samples

Giving Hearts Day

Project background:

Giving Hearts Day is North Dakota’s largest day of giving. With the goal to reach 50,000 individual donors, the #Countme theme was deployed across all Giving Hearts Day social media accounts.

My Role:

• Develop 2-month social media strategy using #Countme

• Educate users across Facebook, Twitter, Instagram about Giving Hearts Day

• Create content and manage accounts using Hootsuite

• Manage 2 content developers

• Review all content text and images

• Provide weekly reports

P5 Performance

GSK WeChat

Project background:

In order to fulfill its mission to create the healthiest, highestperforming communities in the nation, Dakota Medical Foundation established P5 Performance, an innovative workplace wellness initiative. To draw attention to the new initiative, we needed to organically grow P5’s social media platforms.

My Role:

• Develop brand new social media strategy for P5 Performance

• Establish brand image

• Set the standards for content, images, and metrics

• Create content themes

• Manage 2 content developers

• Review all content text and images

Project background:

As part of its reputation rebuilding process after a major public crisis, GSK launched its very first external WeChat account with support from Weber Shandwick. We implemented a cohesive content strategy to ensure GSK’s WeChat would be a go-to source for stakeholders to get firsthand information about the company.

My role:

• Story mine

• Develop content calendars

• Write each story in English

• Manage story development timelines and client coordination

What is WeChat?

WeChat is China’s most used App. It’s an integrated social media App that compares to WhatsApp, Facebook, Twitter, Snapchat all rolled into one.

Ocean Spray China

Project background:

Weber Shandwick was tasked by Ocean Spray to grow their brand awareness, educate consumers about cranberry health benefits, and drive consumer purchasing. Launching Ocean Spray’s Weibo account Was part of achieving those goals.

My role:

• Leverage Ocean Spray’s global content and tailor it to Chinese audiences

• Day-to-day client communications

• Provide strategies for project

• execution.

What is Weibo?

Weibo is China’s equivalent to Twitter.

Giving Hearts Day Samples

Giving Hearts Day is truly about supporting the 400+ participating nonprofits.

My goal for Giving Hearts Day 2018 social media was to Recognize, Recruit, and Rally as many community members, businesses, nonprofits, and influencers as possible who could help inspire new donors, educate the public, and shine a light on those already doing good in their communities.

The Results over 45 day:

• $13.1 million raised in 24-hours ($2.5 million more than 2017)

• 28,044 individual donors gave (6,228 more than 2017)

• 55% of nonprofits met their fundraising goals

• 1,186,664 – the number of times #countme photos were displayed times on Twitter & Facebook

• 3,252 photos were captured using #countme

• 1,450 different people used #countme on Twitter & Instagram

• 1,000 new Facebook Fans

• 240 new Instagram followers

• 354 new Twitter followers

P5 Performance Samples

Instagram: p5performancedmf

Knowing that health isn’t just about traditional wellness practices, like exercise and nutrition, I wanted to embed inspirational messages on the P5 Instagram page as a way to engage our audience and inspire them to regularly check our Instagram page for motivational messages.

Twitter: p5performancedmf

The strategy I put together for the P5 Performance Twitter page consists of educational information, motivational content and highlights of industry research and trends. It is also our primary social media account for B2B interaction.

GSK WeChat Story Samples (1/4)

In line with the government’s agenda to reduce the price of critical treatments, this is a story about GSK’s significant price reduction for hepatitis B told through a patient’s emotional story, combined with GSK’s history of bringing the first hepatitis B oral treatment to china.

You can find the full, bilingual version of this story on GSK’s official WeChat account.

Bilingual stories

GSK WeChat Story Samples (2/4)

This story articulates how GSK is committed to its people by telling an employee’s story about his career path at the organization. It highlights his opportunity to be part of GSK’s future leaders program for graduates to grow into industry leaders. You can find the full, bilingual version of this story on GSK’s official WeChat account.

GSK WeChat Story Samples (3/4)

Stories about GSK’s advanced research and medicines were curated for everyday audiences and are easy to understand.

You can find the full, bilingual version of this story on GSK’s official WeChat account.

GSK WeChat Story Samples (4/4)

This content uses a patient’s story about her life before getting diagnosis with asthma and after to highlight the important steps to relieve asthma and breathe better.

Bilingual story example

You can find the full, bilingual version of this story on GSK’s official WeChat account.

Ocean Spray Weibo Samples

Three examples of short, engaging content.

This Interactive post asked followers to share their stories of traditional recipes from their moms, then asks them to recreate the recipes using cranberries and upload their photos with their moms.

This post alone generated 48,000 page views, 4 retweets, 12 comments and 7 likes.

China’s “Tasty Red Christmas” mini-program attracted hundreds of participants and created online buzz with over 129,000 page views, 958 conversations and 900 retweets in total. It was also the key driver to the follower growth throughout that month.

The launch post to this seasonal program alone generated 14,000 page views, 329 retweets, 18 comments and 8 likes.

This post leveraged the tradition of putting riddles on lanterns during the Chinese Lantern Festival. The post was interactive to engage consumers by asking them to use the word cranberry as one of the answers to the riddles.

This post generated 8,612 page views, 191 retweets, 138 comments and 20 likes.