GoDaddy
Project #1: GoDaddy Pro Twitter Coverage WordCamp US 2022
I was initially brought on to the GoDaddy Pro Social team to own community management during their coverage of WordCamp US — an in-person annual gathering of the WordPress community with a broad domestic and global attendance.
This campaign's objectives were to become the largest “Share of Voice” (SOV) in the relevant #WCUS hashtags, drive meaningful conversation on Social, and drive both impressions and engagement.
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I conducted social listening efforts by using third party tools to capture conversation on Twitter around related hashtags and lists of key players in the community who we knew would be speakers or in attendance. My approach was systemic — focusing on a building and revising a strong listening framework to maximize opportunities for us to join and drive the conversation around the event.
#1 share of voice
6.16% engagement rate
Our campaign had great results. We achieved our goal of becoming the largest SOV as in both total messages and impressions, for our target hashtags during the conference. The spreadsheet below is an internal report on our team's performance. Our efforts resulted in an all-time high record breaking engagement rate for GoDaddyPro on Twitter.
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I created a fully realized Twitter Social campaign around the release of three episodes in GoDaddy Pro’s “Winning with WordPress” series. The series contained scripted episodes involving various WordPress pros and their interactions with different kinds of clients, challenges, and GoDaddy Pro products. Social’s goal was to drive engagement on Twitter during the campaign and for the content to convey that GoDaddy Pro offered WordPress solutions that drove success for web pros — across all skill levels.
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After studying the available episodes, I researched GoDaddy Pro’s past campaigns and the performance of certain tactics that they used. I then researched other accounts in the WordPress Twitter space and similar campaigns that had been conducted. Lastly, I brainstormed possible innovative tactics that could potentially add unique value to the WordPress community that we were targeting. I finalized these learnings and crafted a deck which detailed my final plan.
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I settled on a multi-part campaign, staggered with weekly episode pulses around three separate initiatives: a high value giveaway, a Twitter Spaces event, and a branded-centered meme competition.
After my plan was approved, I got to work creating and managing project a management scorecard to keep us on target for meeting our campaign goalposts. I also conceptualized and managed the sourcing of all the campaign assets from our in-house designer.
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One particularly complex yet rewarding element of the first week's giveaway activation involved Twitter users nominating a local business in their community — and the winner would receive a fully built custom WordPress website for free. On the backend, our team had go through legal to have our prize approved, secure a web designer in budget for the work product, as well as promote and execute the giveaway on Twitter.
Project #2: GoDaddy Pro Winning with WordPress Social Campaign
CAMPAIGN RESULTS
83 meme entries
16 contest entries
The meme contest involved a $500 incentive as well as a personalized asset for the winner based on their profile details. Throughout the meme competition, I replied to entries contemporaneously with copy or memes created on the spot in conversation with their entry.
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After all the entries were in, I employed a CTA for our Twitter audience to vote on the best meme via Twitter poll. We received 69 unique votes — indicating a high level of interest in our target audience.
After securing a WordPress expert and getting approval from our legal team, we deployed our "Give Back Giveaway". An exciting element was the aspect of "nomination", in that you were nominating a local business in your community to receive the gift of a free custom WordPress site (something that can be valued at thousands of dollars). We received many high quality entries.
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I pitched to the team to create a follow up to this activation with a one-off video interview of both the WordPress contractor, the nominator, and the recipient to both promote the giveaway and solidify brand goals.
6.96% engagement rate
During this period, our efforts working on the Winning with WordPress campaign resulted in breaking the previously set Twitter engagement record of 6.16% and
setting a new all time high.