Best Social Media Manager

Archived from the 5th Annual Shorty Awards

Winners

Andy Cohen for WWHL

Produced by: Bravo

Andy Cohen may be a top Bravo executive, but he still manages to keep his fingers on his keyboard tweeting, Instagram-ing and connecting with his fans on a daily basis. As the host of “Watch What Happens: Live,” Bravo's late-night, interactive talk show, Andy has evolved the talk show from a web only series to a multi-night, on-air success, which boasts one of late night’s most digitally-engaged audiences in cable. With his large fan community, over 1MM Twitter followers, Andy not only addresses fan questions in taxi rides and Instagrams photos of himself in wild situations, his social activity is key to growing and acting as the voice to the Bravo brand. “Tweet me @BravoAndy, post on m’Facebook wall, or call us at Watch What Happens Live.” Andy Cohen opens every show with a line welcoming viewers into his Bravo Clubhouse encouraging them to engage with his guests, the topics, and of course himself. Andy’s transparent and whimsical personality he exudes through his social channels directly affects the ratings of his hit show, Watch What Happens Live. The season eight finale of "Watch What Happens Live” delivered over 1.7 million total viewers. Compared to the full prior season, “Watch What Happens Live” was up 11 percent among total viewers. The show has continued this growth through the ninth season. Andy was up to the ultimate social task when Bravo gave viewers a front row seat to join him as he hosts the first ever “Watch What Happens Live All-Star Party” on 4/4 during the network’s 2012 Upfront event. The one-hour special featured 35 Bravolebrities together on one stage for the first time giving interviews, gossip updates and playing original games. Not only did Andy have to navigate the Bravo drama, he also was juggling questions, phone calls and tweets from his loyal fan base. Always looking for new ways to reach current and new fans, in 2012 Andy brought the “Watch What Happens Live” experience to the stages of SXSW with a panel titled “Top Chef: How Transmedia is Changing TV.” Here viewers were able to meet the on and off-screen digital mavens, which included “Top Chef” judge, Tom Colicchio, Lisa Hsia, Aimee Viles, Dave Serwatka and the host himself, while they illustrated how “Top Chef 9” brought multiplatform storytelling beyond the linear screen. Andy and the team discussed Bravo’s fall of 2011 Transmedia mission where they planned to break new ground with digital innovations and fostered a unique two-way fan/cast relationship. This year the show itself is traveling to SXSW Interactive to broadcast 5 live shows beginning March 10th. Andy believes that the festival is “the perfect match for [the] highly interactive show.” Bravo and Andy himself continue to push the boundaries when it comes to getting fans to be part of the conversation. This year the show launched Play Live, a new interactive social experience. While the on-air show progresses, fans see pop-up question and polls related to the topics Andy Cohen and his guests are discussing. Then, either on their computer or through their phone/tablet, they are able to vote and see the results in real-time on the air.

Finalists

Omar Todd - Sea Shepherd Technical Director

Produced by: Sea Shepherd Conservation Society

Established in 1977, Sea Shepherd Conservation Society (SSCS) is an international non-profit, marine wildlife conservation organization. Our mission is to end the destruction of habitat and slaughter of wildlife in the world's oceans in order to conserve and protect ecosystems and species. Sea Shepherd uses innovative direct-action tactics to investigate, document, and take action when necessary to expose and confront illegal activities on the high seas. By safeguarding the biodiversity of our delicately-balanced ocean ecosystems, Sea Shepherd works to ensure their survival for future generations. Also we do that show "Whale Wars" on Animal Planet. We have very active social media campaigns to alert our followers all over the world to the latest news.During the past 6 years I have helped build up the social media online presence for Sea Shepherd Conservation Society with no real budget, using existing publicity generated from our activities including our TV shows and campaigns. I have spent considerable time approaching companies like Google, Twitter, Empire Avenue, Instagram and many others to maximize our presence while also using cross promotion and relationships with celebrities and very meaningful and excellent news updates of our campaigns as they happen from dedicated volunteers around the world. The best current example is our live twitter campaign about the Taiji dolphins in the Cove being captured and slaughtered and the minute to minute updates that usually trend fast and attract thousands of followers, including celebrities that are spell bound and eager for the latest updates. Our Klout score is now over 85 which speaks volumes in itself and we have a presence on most social media platforms. Social Media continues to be our front line weapon for our campaigns and will continue to do so.

12-12-12 Concert to Benefit Robin Hood

Produced by: Robin Hood

In response to the devastation caused by Hurricane Sandy, the 12-12-12 benefit concert was announced in early November to raise money for the Robin Hood Relief Fund. In just a few weeks, the producers, Clear Channel Media & Entertainment, The Madison Square Garden Company and The Weinstein Company put together a historic line-up of artists including: Bon Jovi, Eric Clapton, Dave Grohl, Billy Joel, Alicia Keys, Chris Martin, the Rolling Stones, Bruce Springsteen & the E Street Band, Eddie Vedder, Roger Waters, Kanye West, The Who and Paul McCartney. Additionally the concert was broadcast via television and online channels to over 2 billion households. The social media challenge was to engage the online and television audiences and inform them of the benefit as well as ways to donate. Several unique digital partnerships were leveraged including Foursquare, Get Glue, Google+ & Facebook.Prior to November 15, the 12-12-12 concert had no online presence, and by the end of the concert on December 12, there were over 75,000 Facebook fans and 20,000 Twitter followers. The concert hash tag, #121212concert, garnered over 2 billion impressions during the show. Almost every social platform was employed to promote the event and ways to give. From startups like Mahaya that provide a social recap of the event with tweets and instagrams to Foursquare who created a virtual check-in that resulted in a donation and a "Be Robin Hood" badge —one of the largest charity engagements they ever had. The large digital presence for 12-12-12 was only possible due to the collaboration between social teams at Clear Channel, iHeart Radio, MSG, HD Made, and others. Social media was a major driver for awareness of the event, as well as reminding people to tune in and to donate.

Richard Margetic, Dell Social Media Manager

Richard has been instrumental in the launch of Dell’s social media presence from inception in 2006 to today’s leadership position. Richard led many strategic efforts in the Dell social space over the last few years that included spearheading Dell’s global presence on Facebook, launching Dell as a brand on Google+, and leading efforts for a structured training program for all Dell team members to become certified social media and community professionals that are empowered to speak on behalf of Dell. The strategy behind these efforts were put in place to be complimentary tools to run the business because Dell believes that listening and connecting directly with their customers is paramount in delivering an exceptional customer experience.Over the past 7 years, Margetic has made great strides in positioning Dell as a social media thought leader. Google invited Dell to be among the first group of businesses with a presence on Google+ and Margetic made sure the launch happened seamlessly, adopting a single Dell presence on the platform and offering diverse content for Dell’s different customer communities. Margetic also led efforts to consolidate Dell’s global presence on Facebook. Margetic noticed flaws in Dell’s fan experience on Facebook across its Consumer and Alienware accounts. People were following country pages that were not pertinent to them and community managers were posting content that did not match their audience. With Margetic’s leadership, Dell worked with Facebook to identify a solution and was the first corporation to beta the new product, Global Pages. Now, instead of a Facebook manager publishing to multiple pages to make sure their messages are seen by fans from that country, they need only publish once. For fans, instead of trying to find the country page that is most relevant to them, they only see one result: facebook.com/dell. This URL auto-directs them to the appropriate country page. For campaigns, Dell no longer has to put country identifiers in a URL. Instead of www.facebook.com/DellPakistan or the like, any campaign in the world can use www.facebook.com/dell or, for Alienware, www.facebook.com/alienware. Margetic helped develop Dell’s Social Media and Community (SMaC) training program for employees to expand Dell’s internal network of skilled social media specialists beyond subject matter experts. Employees who plan to engage in social media on behalf of Dell are required to receive SMaC certification. Foundation courses such as key principles for proper engagement and strategic approaches to engaging in social media are offered throughout the year in person and online. The courses are highly interactive and involve real world role plays and active discussion. Since the development of the SMaC program, nearly 13,000 employees have taken at least one course and more than 7,000 employees have achieved SMaC certification. Margetic’s team will continue to deliver the social media insights that drive business decisions, run governance that protects Dell’s social media brand equity, innovate with new social media technologies, and keep the company abreast on the changes in platforms and functionality to ensure Dell stays at the forefront of social business.

KFC Social Rockstar: Ginny Sidell

As KFC social media community manager, Ginny has transformed herself into the persona of the Colonel, leading creative content development, strategy, engagement, insights and optimization for the brand (with the help of an awesome team). Focusing mostly on the @KFC_Colonel Twitter handle and Facebook page, her overall goal as Community Manager is to get more people talking about and to the brand. And they have. Scouring the Internet for trends, content and fried chicken news, Ginny turns what she finds into memes, images and posts that fans want to share (in near real-time). She identifies influential people talking about the brand (including celebrities, people in the news and fried chicken connoisseurs) and engages with them – to the delight of millions of fans on social. She helps lead the strategic insight, comes up with big ideas for larger campaigns/initiatives, is not afraid to try something new, monitoring what’s working and what’s not to become better moving forward.Ginny has really embraced what it means to fully understand the KFC community and what interests them – besides the delicious and one-of-a-kind taste of KFC fried chicken and sides. Since taking over less than a year ago, Facebook has grown by more than 1.5 million likes and engagement on Twitter has increased by close to 300%. Seeking out and finding shareable content, both within the company and outside of it, led to the most shared piece of content on KFC Facebook (over 27,000 people shared) as well as over 1 million impressions on quirky KFC ecards. On a constant monitoring schedule, Ginny has uncovered celebrities talking about the brand and leveraged their networks to get additional awareness for KFC, including joking around with South Park about their love of gravy, re-posting a One Direction video that included a stop at KFC. She also worked to deliver KFC in real-time to influential followers – an improv group, music producer and musician. Lastly, she doesn’t forget to reward all her followers with regular giveaways and surprise-and-delight programs. All this leads to good press for KFC. Huffington Post Business said the KFC community manager deserves a promotion for a tweet posted, “Eating KFC is like a hug in your mouth.” Econsultancy compared KFC’s Twitter handle to McDonald’s and rated KFC as having a more “undulating feed, with more fan RTs, jokes and less stiff promos.”

World Wrestling Entertainment (WWE) Social Team

Produced by: WWE

The five-person WWE Social Media Team, led by Director of Social Media Corey Clayton, has a myriad of responsibilities, ranging from education, brand awareness, social corporate responsibility and most importantly fan-Superstar interaction. The team utilizes 11 major platforms, including Facebook, Twitter, Pinterest, Instagram, YouTube and Tout, totaling more than 144 millions users. As such, WWE has become one of the most well known and influential brands in the social space, more followed and influential than the NHL, PGA, UFC, Nike, Pepsi and Disney. The WWE team is based in Stamford, Conn., but travels to arenas across the globe to create engaging content, interact with fans in real time and consult our Superstars and Divas on how to best integrate social engagement into their personal and professional lives. The WWE Social Media Team encompasses a Director of Social Media and three traveling Social Media Managers, covering more than 300 local live events and television productions a year. Additionally, a Social Media Editor based at our headquarters in Stamford, Conn., acts as liaison between our WWE.com content team, marketing, public relations and sales. Our traveling Social Media Managers are responsible for collaborating with the writing staff to integrate social components into our television programs reaching more than 14 million weekly television viewers. This includes WWE Monday Night Raw, the longest-running weekly episodic television program of more than 20 years. Our managers’ presence affects the show in three specific ways: fan interaction throughout the show, storyline development and social integration, and information gathering and data analysis. Specifically, we have integrated fan and talent tweets in a Twitter ticker that provides commentary and sustains conversation on the program’s matches and promotions. Fans watching the show also have the ability to effect the show's outcome by participating in polling contests via WWE.com, WWE Active (WWE mobile app), and specific Twitter hashtags. These efforts have led to the following: • More than 1.3 million social mentions per week, with our shows WWE Raw and WWE SmackDown frequently No. 1 in social media mentions for both broadcast and cable television on their air dates. (Trendrr) • WWE's Facebook network, which includes 121 Superstar and brand pages, saw an 83 percent gain from 2011 to 2012 with a combined following of 97 million Facebook fans. • Seven Superstars with more than 1 million Twitter followers, 21 with more than 500,000 and 72 with more than 100,000. • More than 1 million YouTube subscribers watching 69 million minutes of original content per month. In summary, our team relies on more than facts and figures when defining success. While we are incredibly proud of our past accomplishments, we are always looking for new and exciting ways to engage our most important constituency, the WWE Universe.

Current Entries

12-12-12 Concert to Benefit Robin Hood

Produced by: Robin Hood

In response to the devastation caused by Hurricane Sandy, the 12-12-12 benefit concert was announced in early November to raise money for the Robin Hood Relief Fund. In just a few weeks, the producers, Clear Channel Media & Entertainment, The Madison Square Garden Company and The Weinstein Company put together a historic line-up of artists including: Bon Jovi, Eric Clapton, Dave Grohl, Billy Joel, Alicia Keys, Chris Martin, the Rolling Stones, Bruce Springsteen & the E Street Band, Eddie Vedder, Roger Waters, Kanye West, The Who and Paul McCartney. Additionally the concert was broadcast via television and online channels to over 2 billion households. The social media challenge was to engage the online and television audiences and inform them of the benefit as well as ways to donate. Several unique digital partnerships were leveraged including Foursquare, Get Glue, Google+ & Facebook.Prior to November 15, the 12-12-12 concert had no online presence, and by the end of the concert on December 12, there were over 75,000 Facebook fans and 20,000 Twitter followers. The concert hash tag, #121212concert, garnered over 2 billion impressions during the show. Almost every social platform was employed to promote the event and ways to give. From startups like Mahaya that provide a social recap of the event with tweets and instagrams to Foursquare who created a virtual check-in that resulted in a donation and a "Be Robin Hood" badge —one of the largest charity engagements they ever had. The large digital presence for 12-12-12 was only possible due to the collaboration between social teams at Clear Channel, iHeart Radio, MSG, HD Made, and others. Social media was a major driver for awareness of the event, as well as reminding people to tune in and to donate.

Andy Cohen for WWHL

Produced by: Bravo

Andy Cohen may be a top Bravo executive, but he still manages to keep his fingers on his keyboard tweeting, Instagram-ing and connecting with his fans on a daily basis. As the host of “Watch What Happens: Live,” Bravo's late-night, interactive talk show, Andy has evolved the talk show from a web only series to a multi-night, on-air success, which boasts one of late night’s most digitally-engaged audiences in cable. With his large fan community, over 1MM Twitter followers, Andy not only addresses fan questions in taxi rides and Instagrams photos of himself in wild situations, his social activity is key to growing and acting as the voice to the Bravo brand. “Tweet me @BravoAndy, post on m’Facebook wall, or call us at Watch What Happens Live.” Andy Cohen opens every show with a line welcoming viewers into his Bravo Clubhouse encouraging them to engage with his guests, the topics, and of course himself. Andy’s transparent and whimsical personality he exudes through his social channels directly affects the ratings of his hit show, Watch What Happens Live. The season eight finale of "Watch What Happens Live” delivered over 1.7 million total viewers. Compared to the full prior season, “Watch What Happens Live” was up 11 percent among total viewers. The show has continued this growth through the ninth season. Andy was up to the ultimate social task when Bravo gave viewers a front row seat to join him as he hosts the first ever “Watch What Happens Live All-Star Party” on 4/4 during the network’s 2012 Upfront event. The one-hour special featured 35 Bravolebrities together on one stage for the first time giving interviews, gossip updates and playing original games. Not only did Andy have to navigate the Bravo drama, he also was juggling questions, phone calls and tweets from his loyal fan base. Always looking for new ways to reach current and new fans, in 2012 Andy brought the “Watch What Happens Live” experience to the stages of SXSW with a panel titled “Top Chef: How Transmedia is Changing TV.” Here viewers were able to meet the on and off-screen digital mavens, which included “Top Chef” judge, Tom Colicchio, Lisa Hsia, Aimee Viles, Dave Serwatka and the host himself, while they illustrated how “Top Chef 9” brought multiplatform storytelling beyond the linear screen. Andy and the team discussed Bravo’s fall of 2011 Transmedia mission where they planned to break new ground with digital innovations and fostered a unique two-way fan/cast relationship. This year the show itself is traveling to SXSW Interactive to broadcast 5 live shows beginning March 10th. Andy believes that the festival is “the perfect match for [the] highly interactive show.” Bravo and Andy himself continue to push the boundaries when it comes to getting fans to be part of the conversation. This year the show launched Play Live, a new interactive social experience. While the on-air show progresses, fans see pop-up question and polls related to the topics Andy Cohen and his guests are discussing. Then, either on their computer or through their phone/tablet, they are able to vote and see the results in real-time on the air.

Jason Nickel for Brooks Brothers: America's Oldest Clothier meets Social

Produced by: Brooks Brothers

Jason Nickel is not only the founder and manager of Brooks Brothers’ social media presence, but also serves as a brand ambassador. He began working at America’s first clothier in 2007 and since has been a jack-of-all-trades, living the brand from how he takes his scotch to the very "nickels" he places in his well-polished penny loafers. In addition to creating thriving Facebook, Twitter, Instagram, Tumblr, Pinterest and Google+ communities with his team, he acts as a sartorial counselor to a less fashionably-inclined collective audience and as historian for any queries that can and often do occur. His typical daily duties vary from teaching how to tie a bow tie (tricky in 140 character bursts) to addressing questions about the origins of the button-down dress shirt collar (which Brooks Brothers invented in 1896, by the way). BrooksBrothers.com about.me/jasonnickelWhat makes social media so special at Brooks Brothers? If you ask Jason he’ll say, “It’s the approach. We strive every day to be the best salesman, in the best store on the best day of the year. No tailor calling out sick, no item out of stock…we always go above and beyond for the customer. And it’s as simple and as hard as that.“ As service at Brooks Brothers is a core value and has been since they first opened its doors 194 years ago (their first transaction happens to have been a loan), the question became how to offer the same unparalleled experience across all social spaces. Jason helped to created a culture of social service, developing work-flows uniting different departments from store operations to merchants to customer service to work together to both listen and respond. And questions vary from standard customer service inquires to which tie goes with which shirt for that job interview (both equally challenging questions to answer). Responses are quick-the team averages less than 24 hours for full resolution. Most important, feedback on all topics varying from the rise in a new trouser to the usability of the redesigned website is carefully passed "up the chain," a process that ensures that customers are heard, their suggestions heeded, and brand loyalty secured. There are more than a dozen creditable menswear blogs out there, however Brooks Brothers' Of Rogues and Gentlemen stands out as one of the leaders. It educates those who desire a modern yet appropriate take on etiquette and all things sartorial, amongst other more fun gentlemanly topics, however without overtly selling its wares making it a credible non-commercial source of information. The voice is that of a teacher not a lecturer, making menswear less intimidating and Brooks Brothers (hopefully) more approachable to the next generation. And it seems to be working; over 80% of blog subscribers are new to file. Hashtags notoriously have a very short lifespan. When Jason and team approached twitter, they decided that to stand out they needed a movement of sorts. Thus, #BowTieFriday was born, otherwise known as the demise of Casual Fridays (One can imagine that they’re not very popular at the Brooks Brothers offices). The hashtag has become a tradition, with hundreds of individuals sharing photos weekly. And perhaps more importantly, bow tie sales have steadily climbed as well-more than 50% in the last two years.

Jeff Mellin - Brush Buddies Worldwide Music Search

Produced by: Brush Buddies

Brush Buddies is an emerging consumer brand with a growing social media audience of people who like music and love their teeth. As Director of Marketing, Jeff Mellin has been responsible for launching Justin Bieber, Lady Gaga, One Direction, LMFAO & Psy lines of Brush Buddies Singing Toothbrushes, along with the social media support. Our Social Media Promotion Jeff created & executed the Brush Buddies Worldwide Music Search to give an artist (or band) the opportunity to win a product licensing & promotion package alongside Brush Buddies superstar artists. Contestants entered by simply linking one of their music video's from YouTube. Artists and fans were encouraged to cast votes daily for their favorite video entry - the one with the most votes at the end of the contest period wins. Enhance Image Jeff designed this promotion to tap into fans passions for their favorite music, by giving them the power to choose our next artist. Fans soon became enthusiastic advocates for their favorite artist to win & continues into the winners' launch. Engagement Promotional Platform SocialAppsHQ + Facebook.com + YouTube + BrushBuddies.com Jeff integrated a broad range of new and existing social media platforms in order to introduce the brand to new consumers, engaging existing followers at a deeper level and reward consumer behavior that was favorable to the brand. Twitter-CRM Embedle + Twitter + BrushBuddies.com Working closely with Embedle, Jeff acted as a client & consultant in the development & implementation their new Twitter-CRM which allow unprecedented CRM marketing between Twitter, our website and our TopFans. Twitter Parties TweetChat Brush Buddies hosted Twitter Parties that brought fans closer to their favorite artist; one event creating enough traffic to trend nationwide on Twitter in Canada Social Broadcast YouNow Nearing the end of the promotion, contest leaders participated in a live on-air broadcast that allowed the artists to be seen, heard & interact directly with the fans that had been promoting them in the contest. Ratings were 10 times the channel average. Effectiveness • 23 Million brand impressions • 65,300 total votes cast • 29,200 votes for winning artist • 101 days of voting • 34 Twitter Trends from around the world (TrendsMap) • 30 contestants each provided a professionally created music video • 8 countries represented • @BrushBuddies ranked in Top 1% of Social Media Influencers Worldwide (Kred, January 2013)

KFC Social Rockstar: Ginny Sidell

As KFC social media community manager, Ginny has transformed herself into the persona of the Colonel, leading creative content development, strategy, engagement, insights and optimization for the brand (with the help of an awesome team). Focusing mostly on the @KFC_Colonel Twitter handle and Facebook page, her overall goal as Community Manager is to get more people talking about and to the brand. And they have. Scouring the Internet for trends, content and fried chicken news, Ginny turns what she finds into memes, images and posts that fans want to share (in near real-time). She identifies influential people talking about the brand (including celebrities, people in the news and fried chicken connoisseurs) and engages with them – to the delight of millions of fans on social. She helps lead the strategic insight, comes up with big ideas for larger campaigns/initiatives, is not afraid to try something new, monitoring what’s working and what’s not to become better moving forward.Ginny has really embraced what it means to fully understand the KFC community and what interests them – besides the delicious and one-of-a-kind taste of KFC fried chicken and sides. Since taking over less than a year ago, Facebook has grown by more than 1.5 million likes and engagement on Twitter has increased by close to 300%. Seeking out and finding shareable content, both within the company and outside of it, led to the most shared piece of content on KFC Facebook (over 27,000 people shared) as well as over 1 million impressions on quirky KFC ecards. On a constant monitoring schedule, Ginny has uncovered celebrities talking about the brand and leveraged their networks to get additional awareness for KFC, including joking around with South Park about their love of gravy, re-posting a One Direction video that included a stop at KFC. She also worked to deliver KFC in real-time to influential followers – an improv group, music producer and musician. Lastly, she doesn’t forget to reward all her followers with regular giveaways and surprise-and-delight programs. All this leads to good press for KFC. Huffington Post Business said the KFC community manager deserves a promotion for a tweet posted, “Eating KFC is like a hug in your mouth.” Econsultancy compared KFC’s Twitter handle to McDonald’s and rated KFC as having a more “undulating feed, with more fan RTs, jokes and less stiff promos.”

Kyle Hoedl

Produced by: Viacom International Media Networks

Kyle Hoedl is the Senior Social Media Manager at Viacom International Media Networks (VIMN). In this global role, Kyle manages all things social media-related for MTV and Nickelodeon outside of the United States. Hired in 2011, he created and oversees the global social media strategy for VIMN as well as the day-to-day work of dozens of social media managers around the world that are managing more than 200 communities across Facebook, Twitter, Pinterest, Tumblr, Instagram, and YouTube. In addition to the daily oversight of all things community-related for the TV networks, Kyle works with cross-functional teams across all lines of business to create social marketing campaigns for priority programming, tentpole events like the European Music Awards (EMA), and revenue-important ad sales deals and vertical communities, like Movies.MTV and the District MTV fashion site. Upon joining VIMN in the newly-created role of Social Media Manager in mid-2011, Kyle dove headfirst into transforming the way the company viewed social media. In today’s ever-social TV environment, it’s extremely important for social media to be in the forefront for how VIMN communicates with its target demo: teens and young adults. That’s why Kyle quickly worked with marketing and digital teams to reposition how VIMN views social media and creates marketing campaigns, putting social media and content creation as the focus of show promotion and big events and training teams around the world on social media best practices. In 18 short months, Kyle has transformed the way everyone from local social teams to senior management views and understands social media marketing. In 2012, Kyle led the launch of ten global social marketing campaigns for major shows like Awkward, the EMA, Beavis & Butthead, and Teenage Mutant Ninja Turtles. What makes this most impressive is that all campaigns must take into account that Viacom programming is shown across 600 million homes in 160 territories. That means dozens of different languages, cultures, and social media habits. The scale alone of VIMN’s reach makes anything we do exponentially more complex, but Kyle ensured that campaigns took language, culture, and varied on-air timings into consideration. He did this by working with regional teams to plan and implement local iterations of each campaign by market, which led to a record-breaking year for many shows, especially the EMA and Awkward. In addition to supporting programming, Kyle works closely with VIMN’s ad sales unit to insert social media into major client partnerships, regularly trains more than 50 local social media managers around the world, advises on major social vendor partnerships, and works with research to stay up-to-date on social media trends around the world. In many teams at TV networks, these jobs are divided among multiple people focused on each area. At VIMN, Kyle handles them all smoothly and effectively as the social media team of one. Since joining VIMN, a few of Kyle’s many accomplishments are: - More than 200% increase in fans/followers within international social communities - An increase of social refers to local MTV sites (in particular: a YoY increase of 75% to the MTV EMA site). - A record-breaking EMA, generating 5.4m tweets and 39 worldwide trending topics during the show (104% increase YoY)

Nomination for Maria Poveromo, leader of Adobe’s social media program

Produced by: Adobe

Maria is responsible for driving a unified communications strategy across social media, PR, and AR. The social media group within her communications organization established the organizational framework and strategic direction for social media activities across the company. Her team also leads social media efforts for Adobe’s two primary business areas, digital media and digital marketing, as well as the Adobe brand. Maria’s primary areas of focus include corporate strategy, governance, measurement, brand channel engagement and integration, and the development of best social media practices. Maria’s unique leadership style focuses on empowering her team to implement innovative, best in class initiatives that constantly push the envelope and outdo preceding campaigns. Her focus on measurement and proving business impact has helped to create a best in class social media program that drives bottom line results. As such, Maria’s team delivers fresh thinking and high impact campaigns.Maria has led the development of Adobe’s social business foundation, focused on creating engaging, dynamic social experiences for customers that demonstrate measurable business results. Engaging Experiences Maria and her team spearheaded the development of Adobe’s company-wide social media training program, which focuses on activating Adobe’s powerful employee base to engage on social media as brand advocates. As part of organizing Adobe’s social media presence, Maria has advocated strongly for a cross-functional approach to social media, in order to create engaging and consistent social media experiences for Adobe’s customers across all touch points. This consistent approach to customer engagement is supported strongly across the organization by product development, marketing functions, customer support, and others. Measurable Results Social media has become a growing key business driver for Adobe. In 2012, social media drove about half a billion visitors to Adobe.com. This is twice as many visits compared to 2011, and represents 13% of all visits to the website. Additionally, social visitors contributed to online revenue – up 87% year over year. Contributing to the demand generation efforts were two major campaign initiatives that launched in 2012. ‘Create Now’ and ‘Metrics Not Myths’ were developed to align with Adobe’s digital media and digital marketing businesses, respectively. • Create Now, which launched in April 2012 in conjunction with the announcement of a significant new offer, Adobe Creative Cloud, generated 10-fold social media ROI within two months. • Metrics Not Myths, which launched in October 2012, represents “The Ultimate Case Study,” as Adobe regularly publishes results from the campaign determined using Adobe’s digital marketing solutions Provide any additional links or information here: Create Now • Create Now Campaign Execution Details: http://adobe.ly/WoctON • Creative Cloud Social Success Story: http://adobe.ly/V3uiM4 Metrics Not Myths • The Ultimate Case Study: http://adobe.ly/PNGgh7

Omar Todd - Sea Shepherd Technical Director

Produced by: Sea Shepherd Conservation Society

Established in 1977, Sea Shepherd Conservation Society (SSCS) is an international non-profit, marine wildlife conservation organization. Our mission is to end the destruction of habitat and slaughter of wildlife in the world's oceans in order to conserve and protect ecosystems and species. Sea Shepherd uses innovative direct-action tactics to investigate, document, and take action when necessary to expose and confront illegal activities on the high seas. By safeguarding the biodiversity of our delicately-balanced ocean ecosystems, Sea Shepherd works to ensure their survival for future generations. Also we do that show "Whale Wars" on Animal Planet. We have very active social media campaigns to alert our followers all over the world to the latest news.During the past 6 years I have helped build up the social media online presence for Sea Shepherd Conservation Society with no real budget, using existing publicity generated from our activities including our TV shows and campaigns. I have spent considerable time approaching companies like Google, Twitter, Empire Avenue, Instagram and many others to maximize our presence while also using cross promotion and relationships with celebrities and very meaningful and excellent news updates of our campaigns as they happen from dedicated volunteers around the world. The best current example is our live twitter campaign about the Taiji dolphins in the Cove being captured and slaughtered and the minute to minute updates that usually trend fast and attract thousands of followers, including celebrities that are spell bound and eager for the latest updates. Our Klout score is now over 85 which speaks volumes in itself and we have a presence on most social media platforms. Social Media continues to be our front line weapon for our campaigns and will continue to do so.

Richard Margetic, Dell Social Media Manager

Richard has been instrumental in the launch of Dell’s social media presence from inception in 2006 to today’s leadership position. Richard led many strategic efforts in the Dell social space over the last few years that included spearheading Dell’s global presence on Facebook, launching Dell as a brand on Google+, and leading efforts for a structured training program for all Dell team members to become certified social media and community professionals that are empowered to speak on behalf of Dell. The strategy behind these efforts were put in place to be complimentary tools to run the business because Dell believes that listening and connecting directly with their customers is paramount in delivering an exceptional customer experience.Over the past 7 years, Margetic has made great strides in positioning Dell as a social media thought leader. Google invited Dell to be among the first group of businesses with a presence on Google+ and Margetic made sure the launch happened seamlessly, adopting a single Dell presence on the platform and offering diverse content for Dell’s different customer communities. Margetic also led efforts to consolidate Dell’s global presence on Facebook. Margetic noticed flaws in Dell’s fan experience on Facebook across its Consumer and Alienware accounts. People were following country pages that were not pertinent to them and community managers were posting content that did not match their audience. With Margetic’s leadership, Dell worked with Facebook to identify a solution and was the first corporation to beta the new product, Global Pages. Now, instead of a Facebook manager publishing to multiple pages to make sure their messages are seen by fans from that country, they need only publish once. For fans, instead of trying to find the country page that is most relevant to them, they only see one result: facebook.com/dell. This URL auto-directs them to the appropriate country page. For campaigns, Dell no longer has to put country identifiers in a URL. Instead of www.facebook.com/DellPakistan or the like, any campaign in the world can use www.facebook.com/dell or, for Alienware, www.facebook.com/alienware. Margetic helped develop Dell’s Social Media and Community (SMaC) training program for employees to expand Dell’s internal network of skilled social media specialists beyond subject matter experts. Employees who plan to engage in social media on behalf of Dell are required to receive SMaC certification. Foundation courses such as key principles for proper engagement and strategic approaches to engaging in social media are offered throughout the year in person and online. The courses are highly interactive and involve real world role plays and active discussion. Since the development of the SMaC program, nearly 13,000 employees have taken at least one course and more than 7,000 employees have achieved SMaC certification. Margetic’s team will continue to deliver the social media insights that drive business decisions, run governance that protects Dell’s social media brand equity, innovate with new social media technologies, and keep the company abreast on the changes in platforms and functionality to ensure Dell stays at the forefront of social business.

World Wrestling Entertainment (WWE) Social Team

Produced by: WWE

The five-person WWE Social Media Team, led by Director of Social Media Corey Clayton, has a myriad of responsibilities, ranging from education, brand awareness, social corporate responsibility and most importantly fan-Superstar interaction. The team utilizes 11 major platforms, including Facebook, Twitter, Pinterest, Instagram, YouTube and Tout, totaling more than 144 millions users. As such, WWE has become one of the most well known and influential brands in the social space, more followed and influential than the NHL, PGA, UFC, Nike, Pepsi and Disney. The WWE team is based in Stamford, Conn., but travels to arenas across the globe to create engaging content, interact with fans in real time and consult our Superstars and Divas on how to best integrate social engagement into their personal and professional lives. The WWE Social Media Team encompasses a Director of Social Media and three traveling Social Media Managers, covering more than 300 local live events and television productions a year. Additionally, a Social Media Editor based at our headquarters in Stamford, Conn., acts as liaison between our WWE.com content team, marketing, public relations and sales. Our traveling Social Media Managers are responsible for collaborating with the writing staff to integrate social components into our television programs reaching more than 14 million weekly television viewers. This includes WWE Monday Night Raw, the longest-running weekly episodic television program of more than 20 years. Our managers’ presence affects the show in three specific ways: fan interaction throughout the show, storyline development and social integration, and information gathering and data analysis. Specifically, we have integrated fan and talent tweets in a Twitter ticker that provides commentary and sustains conversation on the program’s matches and promotions. Fans watching the show also have the ability to effect the show's outcome by participating in polling contests via WWE.com, WWE Active (WWE mobile app), and specific Twitter hashtags. These efforts have led to the following: • More than 1.3 million social mentions per week, with our shows WWE Raw and WWE SmackDown frequently No. 1 in social media mentions for both broadcast and cable television on their air dates. (Trendrr) • WWE's Facebook network, which includes 121 Superstar and brand pages, saw an 83 percent gain from 2011 to 2012 with a combined following of 97 million Facebook fans. • Seven Superstars with more than 1 million Twitter followers, 21 with more than 500,000 and 72 with more than 100,000. • More than 1 million YouTube subscribers watching 69 million minutes of original content per month. In summary, our team relies on more than facts and figures when defining success. While we are incredibly proud of our past accomplishments, we are always looking for new and exciting ways to engage our most important constituency, the WWE Universe.