2. Words mean things
Words still matter
Content is not a ‘one size fits all’ solution
Content is a roadmap to help your audience feel
comfortable and educated enough to do business with
you
Understand your audience and meet them on their level
Encourage your audience to stretch just a tiny bit
beyond their comfort zone to make a lasting impression
You can’t be a thought leader unless you’re a critical
thinker
Writing Philosophy
Content strategists serve as the audience’s advocate in the
marketing cycle.
3. There is a current IT trend called ‘BYOD’ (Bring
Your Own Device). If a company is using ‘BYOD’
to sell client systems like tablets or smartphones,
the ‘Y’ becomes completely facetious if it is
supposed to refer to the end user. You’re talking
to IT decision makers about how to evolve their
workforce, not to end users about what tablet
they should buy for their job.
Takeaway—call this trend ‚Evolving Workforce.‛
Think Before You
Buzzword BYOD
4. The Bottom of the Rabbit Hole
Why would a small business want to buy
a server?
Business data storage 101
The State of IT on the Eve of the
Windows XP Shutdown
Writing Samples – Blog
Posts
5. ‚Why Dell‛ social media strategy
for end user computing
Writing Samples and Strategy
Presentations
6. Social media is invasive by nature—we are coming into
what a user considers her private space (i.e., the
Facebook Wall)
As such we must have content that is relevant and
respectful of the intrusion
Most people enjoy a pleasant surprise—make your
social media content a pleasant surprise to find on
their feeds, not an unwelcome intrusion
Connect with your audience on their level
Social media is not instant gratification—it takes time
and money spent on paid ads to gain momentum and
show results
Social Media Philosophy
7. Grew the Dell for Business Facebook page from
5.8K users in August of 2011 to ~214K in June of
2013
Created the Guide to Growth blog as a direct tie-
in to topics being discussed in other social media
channels, averages ~50K reads per month
Created a strong brand for Dell’s Business
Facebook, reinforcing it repeatedly through a
developed aesthetic and voice
Social Media Wins
8. Social Media Branding
Audience: Dell for Business
Tech Sophistication: All over the
board, trending surprisingly
geeky
Inspiration: ThinkGeek.com
Tagphrase: ‚LOL-IT‛
Solutions:
• Dell Definitions (to left)
• Take common tech terms and give
them the humor once over
• Geek Holidays (below)
• Not only do we know about these,
we’ll celebrate them with you
(and help you celebrate regular
holidays in your own special way
Fun Fact: This US election day
graphic got the most
likes/shares in Dell Biz FB
history
9. PR is never about lying.
PR and Communications exist to combat incorrect
perceptions of the truth.
It’s not about ‚spin,‛ it’s about telling the truth and
taking ownership in ways that ultimately benefit the
organization’s core mission.
You can be good at PR, and still be a good human
being and a good citizen.
Communications/Public
Relations Philosophy
10. I believe that brands have the power to effect
positive change in the world, and marketing is
the mechanism they use to reach that world
and connect with it. No matter the product, no
matter the company, no matter the audience, as
a marketer I strive to remember that at the end
of the day I am telling a story that they want to
hear. I am telling them how to make their jobs,
their IT networks, their lives simpler and less
burdensome. I’m helping them make good
decisions, backed by solutions I can believe in
and a team that supports them wholeheartedly.
My campaign portfolio
Marketing Campaign Creative
11. Writing (Consumer through B2B,
concentration in B2B)
White papers
Web content
Case studies
Instructional materials
Marcom collateral
Editing
Web Content Development
Web Content Strategy
HTML
Troubleshooting and creative problem
solving in a startup environment
SEO/SEM
MSFT Office Suite (super-user)
Analytics (wide range of tools, most
recently Radian6)
Competitive analysis
Audience engagement
Vertical marketing
Advocating for the end user
Competencies with More Than
15 Years of Experience
12. Running full Marketing Communications
Department for B2B startups (3 years)
Social Media Strategy
Social Media Writing
Community Management
Management of small team (3-5)
Blogging
6 years Agency Experience
Interfacing with Fortune 500 client
stakeholders
Providing campaign and content
strategy
Problem-solving for the client’s unique
constraints
Driving continued account revenue
growth by presenting new
opportunities
Public relations incident management
Video and photo shoot production
Script writing
Audio recording production (short and
long form)
Adobe Captivate
Adobe Photoshop
Competencies with 5-10 Years of
Experience
13. When it comes to marketing, I have quite literally seen
it all, and probably had to fix it at some point
I love both the startup energy and the challenging
complexity of a large organization
I try to be a joy to work with, and a valuable part of any
team I lead or take part in
I assemble teams that have the right mix of talents to get
a job done on time, under budget, and above
expectations
lethawicker@gmail.com
512-906-7114
References
Online Portfolio
In a Nutshell
