James Hills Social Media Portfolio

Meet James Hills
I have a passion for creating engaging content
and an expertise with promotion by integrating
elements of PR, SEO, Web Design, Event
Marketing, Advertising, and Interactive Design
to engage communities.
My belief is that successful social campaigns
require that marketers focus on identifying
customer desires and then delivering content of
value to satisfy the desire.
Providing Value is the core of my personal
philosophy and has guided my life as a member
of my local community, a husband, a
entrepreneur, and as a marketing leader.
Confidential, Property of James Hills - james@aboutjameshills.com

The following programs are ones that I directly lead social marketing support for.
I look forward to answering any questions you may have about my portfolio.

#OrangeTuesday Blogger Campaign
(2014)
Results:
Generated positive brand exposure for
BuyCostumes by producing 30K social
posts resulting in 220MM impressions by
4,300+ engaged customers during their key
Halloween buying season.
Blogger content was also leveraged by social
media team to promote through owned
and paid channels.
Program supported by: Bloggers, Vloggers,
and Social Influencer Amplification.

#aintmomgrand (2014)
Results:
Gained exposure for ProFlowers and Shari’s
Berries brands in front of 300k+ people at
Grand Central Station as well as generated
81MM social media impressions reaching 8
MM unique contributors – exceeding the
reach of our key competitor during the
Mother’s Day campaign.
Program supported by: Organic + Paid
social media on Twitter, Facebook, G+, and
Bloggers / Influencer Amplification.

Oil Change Offer (2012)
Results:
Drove over $1 MM in revenue.
Campaign resulted in a discovery that
coupon cost was covered by increase in
AOV and new customer acquisition.
Program has been repeated with different
iterations since then.
Program supported by: Facebook posts,
Organic Tweets, Promoted Tweets,
FourSquare Check-in Specials, and
Bloggers.

Sears / Kmart Influencer Network
(2012)
Results:
Designed and built an enterprise-wide Social
Influencer Network with elements including:
1. Legal (Contracts & FTC Disclosure Guidelines)
2. Procurement (Preferred Vendor Agreements)
3. CRM (Registered more than 500 bloggers, including 6 “inner
circle” members approved to execute campaigns on our behalf).
4. Financial (Reduced cost to execute campaigns by 50%,
saving $60,000+ in FY 2012).
5. Internal Alignment (Coordinated with PR and BU
leadership and marketing teams to ensure that blogger
engagement policies were consistent across the enterprise.

Social / Affiliate Partnership (2012)
Results:
Exceeded FY12 “Blogger Impressions
Goal” before the end of Q1.
Partnership between Affiliate and Social
teams resulted in a discovery that deal
bloggers wanted high-quality content
from us and were willing to work as a
partner to bring our deals to their
readers through “deal blogs” as well as
social engagement through Twitter,
Facebook, and other networks.
Blogger Network grew to include 150+
deal, coupon, and frugal bloggers,
resulting in incremental 500k
impressions each week week.

Personal Shopper Campaign (2012)
Results:
Recruited 300+ Personal Shoppers, representing
90% of the commerce activity (compared to that
recruited through other marketing channels:
email, job boards, and display ads).
Tactics Included:
•Social Messaging on Owned Media
•Twitter Parties
•Sponsored & Earned Blog Posts
•Promoted Tweets & Facebook Ads
•Blogger Summit
•BlogHer Ambassador Campaign
•Google+ Hangouts

Valentines Day Storm Response (2014)
Results:
25,000 inbound messages between Feb 13 and
Feb 18. Through transforming social customer
service messaging and making it proactive and
“human” we were able to recover positive
sentiment by Feb 15.
Cited by Inc.com for how to handle social media
in a crisis.
Triple A Method:
•Acknowledge
•Apologize
•(take) Action

Sentiment Support: Mother’s Day
(2014)
Results:
Avoided “negative media attacks”, sentiment
higher than expected (and YoY), 5/9 and 5/10.
Tactics:
1. Social crisis communications strategy deck
2. Proactive CS messaging
3. Non-promotional social activations
4. Q&A page on ProFlowers.com
5. Social Aggregator to tell the “real story” to
support PR’s “reputation management”
efforts.

Bachelor Sweeps (2014)
Results:
Despite having top-of-funnel input halted
due to pulling marketing support due to
celebrity crisis, social sharing / viral
activity generated almost 6k new likes and
3k new email addresses supporting
Valentine’s Day marketing efforts.
Support Tactics Included:
•Facebook Ads
•Sweeps Directories
•Email Marketing

Grilling Is Happiness (2012)
Results:
Exceeded goals for 1) number of entries
and 2) activations of coupon provided to
entrants in the “Thank you for entering”
email.
Creative was designed to allow for a
streamlined entry process, ultimately
yielding 30,000+ entries.
Support Tactics Included:
•Twitter Parties
•Promoted Tweets & Facebook Ads
•Sponsored & Earned Blog Posts
•Blogger Ambassadors
•Email Marketing
•Display Ads

Operation Rebuild (2011)
Twenty projects to help veterans were selected
in cooperation with Rebuilding Together. The
contest was designed to enable our community
and those of the finalists to determine how to
allocate $250,000 worth of grant money.
The Facebook app allowed for voting, social
sharing and also served to collect additional
donations for the Sears “Heroes At Home”
campaign.

Home Suite Home (2011)
Each week featured a different appliance brand and associated prizes. Users explored the house, and
clicked on item to learn more and a chance to win. A threshold prize was also used to encourage social
sharing. When the virtual “tree” fully filled in, a suite of Kenmore appliances was unlocked.

12 Days of Appliances (2010)
Each of the 12 Days featured a different appliance prize. For a chance to win, users clicked on the gift to
unwrap it. A threshold prize was also used to encourage social sharing. When the virtual “gift box”
unwrapped, a suite of Kenmore appliances was revealed for all users to have a chance to win.

Facebook Editorial Management
(2009-Today)
I have managed Facebook editorial calendars and content production for a variety of businesses
including: Sears, Kmart, and ProFlowers as well as several small and mid-sized businesses while
working as an agency or consultant.

Twitter Editorial Management
(2007-Today)
I have managed Twitter editorial calendars and content production for a variety of businesses
including: Sears, Kmart, and ProFlowers as well as several small and mid-sized businesses while
working as an agency or consultant.

YouTube Management (2009-Today)
I have managed YouTube channels and video production for a variety of businesses including: Sears,
Kmart, and ProFlowers as well as several small and mid-sized businesses while working as an agency or
consultant.

Pinterest Management (2013-Today)
I led the restructuring of the ProFlowers Pinterest strategy in an effort to create a more lifestyle and
brand focused social experience as well as supporting the objective of driving traffic to proflowers.com

Instagram Management (2013-Today)
Instagram at ProFlowers served as an opportunity for us to engage directly with customers and gift
recipients as they shared photos of their flowers with friends online.

Google+ Management
(2011-Today)
Organically grew the Google+ presence for Sears, Kmart, and ProFlowers brand pages as well as
managed moderator team and served as the platform expert, including leading Google+ Hangouts and
content strategy. Grew ProFlowers community from < 500 to 12,500+ in one year.

#IHeartBourbon (2014)
 Tweets: 3,641
 Impressions*: 19 MM
 Unique Contributors: 423
 Absolute Reach: 1.3 MM
* Impressions are also referred to as “timeline deliveries” and calculated by
summing the followers for each Tweet that includes the hashtag #IHeartBourbon
1/8/2015 27Prepared by Flow Social Media
Organized Twitter Party bringing 13
different Bourbon distilleries together
to celebrate Bourbon Heritage Month
and promote website bourbonblog.com.

Mother’s Day 2014 Twitter Reach
(ProFlowers)

Holiday 2011 (Sears)
#SearsChat Twitter Party Report
Date Tweets Participants Impressions Adj. Impressions Reach New Follows
125th Birthday 1-Nov 2,805 203 14,130,044 6,715,267 556,114 124
Holiday Entertaining 7-Nov 4,992 276 26,463,038 24,955,997 722,239 105
People's Pick 14-Nov 3,321 195 17,470,223 14,844,245 446,208 71
Black Friday 21-Nov 2,450 195 11,187,196 8,774,813 503,956 99
Gift Expert 28-Nov 2,861 239 14,351,063 12,825,534 587,933 112
Tools Holiday Catalog 5-Dec 3,457 240 14,662,578 12,469,286 556,701 70
Holiday Style/Fashion 12-Dec 2,990 230 25,155,731 22,422,727 593,544 110
Holiday Cooking 16-Dec 1,308 109 2,592,161 832,323 242,595 46
Last Min Gift Tips 19-Dec 3,742 209 15,130,211 13,285,442 562,963 75
Total 27,926 1,896 141,142,245 117,125,634 4,772,253 812
Legend
Impressions: Total # of potential viewers for the Twitter chat
Adjusted Impressions: Total # of potential viewers for the Twitter chat (excluding Sears Twitter accounts)
Reach: Total # of unique potential viewers for the Twitter chat

Holiday 2011 (Kmart)
#KmartChat Twitter Party Report
Date Tweets Participants Impressions Adj. Impressions Reach
Layaway 3-Nov 4,337 228 17,594,775 17,060,499 620,619
Holiday Planning / $1,000,000 Layaway Giveaway 9-Nov 3,387 227 14,059,387 6,486,624 521,755
Sports / TV / CE Themed 16-Nov 2,263 172 11,576,005 11,576,005 509,038
Blue Friday / Buy Door Busters for Layaway 22-Nov 2,689 179 12,079,207 11,686,563 543,448
Holiday Fashions 30-Nov 3,337 178 14,496,058 12,824,585 411,384
Holiday Decorations 7-Dec 1,965 133 4,593,129 3,544,595 334,906
Kmart Countdown to Christmas/ Green Monday 11-Dec 3,110 194 19,506,683 19,085,192 669,375
Holiday Cookies 14-Dec 2,002 145 13,032,833 12,215,982 385,058
Kmart Christmas 21-Dec 2,454 157 13,219,494 11,807,999 519,286
Total 25,544 1,613 120,157,571 89,227,545 4,514,869
Legend
Impressions: Total # of potential viewers for the Twitter chat
Adjusted Impressions: Total # of potential viewers for the Twitter chat (excluding the Kmart Twitter account)
Reach: Total # of unique potential viewers for the Twitter chat

#AintMomGrand (2014)

Sears Chef Challenge (2010)

BlogHer 2011 (Sears Style & Gordon Ramsay Launches)

Kenmore Blogger Summit (2012)

ShopYourWay Blogger Summit (2012)

#GrillingIsHappiness Blogger Support (2012)

Dream Arcades (2005-2009)

Man Tripping (2006 – current)

MarylandShoreWeddings.com (2009)
Results:
Placed in the top 5-10 positions for
targeted keywords.
Attracted 30+ guest authors from the
Maryland / Virginia / DC area wedding
industry who joined the social network
and engaged with Chesapeake Bay Beach
Club and Tidewater Inn sales staff.

FYDOLand.com (2007)
Results:
More than 100 clients and other dog
owners created accounts, generating
40,000+ page views as customers
shared photos of their pets.
Social Network activity generated more
than a dozen new clients in the first six
months.
Social Network functioned as a CRM,
allowing client to improve their
customer service and improve customer
engagement.

For More Information:
Social Media Portfolio:
http://aboutjameshills.com
Twitter:
@JamesHills (personal)
@ManTripping (blog)
Mobile:
630-779-9302
Email:
james@aboutjameshills.com
Endorsements:
http://aboutjameshills.com/endorsements.html

James Hills Social Media Portfolio

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