ANGIE MACPHAIL | WHAT I DO

Digital & Social Media Strategy

With almost thirty years of experience in marketing, I began my career when digital marketing was still in its early stages. While working at agencies and leading accounts, I played a key role in guiding my B2C media clients through the initial stages of digital strategy. I educated them on essential analytics and ROI, using my agency expertise to create KPI dashboards and develop personas, empowering clients to build their digital platforms and strengthen their social presence.

In the early 2010s, I shifted to a newly created digital role in B2B marketing, where I led the development of the firm's social media brands. As a trailblazer in the firm, I helped leverage platforms like Twitter and LinkedIn for sales and eminence. Today, I draw on this extensive experience to assist clients in creating dynamic and effective digital marketing strategies and programs.

Check out my case studies below to learn more about my work.

B2B Strategy: Building a Social Business Brand

As the Digital Marketing Lead at a prominent consulting firm during the early days of Twitter and LinkedIn, I played a pivotal role in strengthening the brand's digital footprint through customized social media strategies and lead nurturing campaigns, utilizing Marketo and Eloqua.

My responsibilities encompassed digital campaign planning, SEO optimization, providing social media training for practitioners and SMEs, blogging, overseeing video production, managing paid influencer programs, and contributing to website development. I also had the opportunity to develop iPad Apps for thoughtware campaigns and RFPs.

A significant aspect of my work involved project managing the Consulting arm’s CPE webcast program, overseeing the orchestration of 12 webcasts annually tailored for Finance, HR, and Technology executives. Additionally, I spearheaded content and marketing planning for the firm's Human Capital blog, executing a revamp of their blog strategy and facilitating remarkable growth from 45 to over 7,000 subscribers in less than six months.

My work also included crafting compelling social media messaging, developing editorial calendars, optimizing web content across omni channels, and successfully negotiating with vendors on digital media pricing.

Social Media Strategy: Blog Refresh

As the Digital Marketing Lead for a leading consulting firm, I took charge of reviving their Human Capital Blog. Initially started by another marketer the year before, the blog had faltered due to a lack of vision. In my tenure, I implemented a refreshed marketing strategy, resulting in remarkable growth.

Within six months, the opt-in list soared from 45 to over 7,000 subscribers.

The key tactics included:

Platform Upgrade: went off the firm's ECM to WordPress for better UI, UX, and SEO.
Social Media Boost: Utilized paid and organic social media to drive traffic, employing influencers and high-profile senior SMEs as authors.
Fresh Content Approach: Moved away from re-takes from other content pieces, introducing a fresh perspective with the help of a ghostwriter to maintain a consistent voice.
Cross-Promotion: Integrated firm-wide initiatives into blog content for relevance, including webinars, POVs, trends, and industry updates.
Internal Communication: Leveraged intranet sites, email updates, and the firm’s Ambassador program, encouraging employee engagement with unique hashtags.
This transformation of HR Times showcases the impact of a focused strategy, turning the blog into a thriving source for Human Capital insights and substantial subscriber growth.

Digital Strategy: Webinar Series Management

Serving as a digital and social strategist for the Consulting division of a global member firm, one area of responsibility was leading their CPE webinar program, which successfully attracted over 5,000 executives per webcast.

My role involved collaborating with SME experts to develop compelling content for tailored series aimed at Finance, HR, and Technology executives. I also worked closely with the Public Relations team to create engaging poll questions and execute end-to-end social media and digital promotion campaigns.

Furthermore, I actively contributed to the webinars by drafting moderator topics and managing audience poll questions during live sessions. This multifaceted approach significantly contributed to the success of the program by amplifying thought leadership, engaging targeted executive audiences, and delivering valuable insights.

Digital Strategy: Live Stream Panel Broadcast

During my tenure as digital marketer contractor with a leading consultancy firm, I was involved on the production broadcast of a live stream panel discussion available on the firm’s YouTube Channel.

My responsibilities for the one-hour broadcast, included:

Facilitating the live chat question feeds during production, directing queries to subject matter experts on standby who responded both online and in the studio.
Supporting immediate social media activation by collaborating with public relations and social media counterparts to swiftly post compelling statistics and speaker quotes, fostering real-time engagement.
Playing a key role in organizing viewing parties, collaborating with the firm graphics team to produce promotional videos for office screens, and executing email campaigns to encourage participation in the event and subsequent social gatherings.