Hi! I'm Matt Kelly, and I know social business (community management, analytics, social tone, crisis management, cross-integration and more).
I most recently served as a digital associate in Weber Shandwick's Chicago office where I worked on digital/social media strategy from formulation to execution for five major clients.I'm versed in communication strategy, SEO and measurement. While at State Farm, I filled in for AVPs on speaking engagements and spoke at universities, conferences and events throughout the U.S. I'm a numbers-driven communicator who can explain details to a large audience in an understandable and engaging way. Most importantly, I value my coworkers and believe an encouraging, nurturing work environment promotes creativity and bolsters work output.I'm currently seeking opportunities to fit my digital and social media marketing background in the Chicago area. My ideal position would be a mix of account management and consulting.Please don't hesitate to hit my inbox or @mention me on Twitter if you're interested in a conversation. Below you'll find work examples to give you a better understanding of my capabilities.
State Farm One-to-One Case Study
My views on social media and public relations
While at State Farm, my hybrid role comprised social media and traditional activation support. One of the major activations I led from the public affairs client side was the State Farm Home Run Derby and Go To Bat charitable program 2009 (first year of the program) -- 2011.
2010 OVERVIEW: Baseball fans visited www.statefarm.com/gotobat and went to bat for their favorite causes by selecting one of the designated charities on the website. State Farm randomly selected a weekly individual winner and awarded a donation to the charity they chose to support. For every home run hit in MLB games during the previous week, State Farm donated $100 to that individual winner’s charity. In addition, the selected winner was awarded a trip for two to the 2010 World Series. Fans could increase both their chances and their charity’s chances of winning by playing the online State Farm Home Run Derby game. Each virtual home run hit during game play was equal to another entry for the entrant and their charity.
A total of ten winners were drawn during the “GO TO BAT” program. Individual winners and charities were honored prior to Game Four of the 2010 World Series. The wprogram culminated with an on-field recognition before the first pitch of Game Four of the 2010 MLB World Series between the San Francisco Giants and Texas Rangers. The pre-game ceremony behind home plate at Rangers Ballpark in Arlington showcased the program’s cumulative impact and recognized the 10 individual winners and their selected charities. Also, State Farm announced a $25,000 donation to St. Jude Children’s Research Hospital®, the charity that received the most overall support during the promotion. This final donation brought the total amount given to charities during the “GO TO BAT” program to $209,800.
With my knowledge of social media best practices, I assisted with social strategy integration for the campaign. In 2011, we invited a community of bloggers to join us in the State Farm Home Run Derby experience. They live-blogged the event as we converted them into State Farm community advocates and leveraged those relationships for future campaigns. The program has since maintained that blogger partnership strategy to boost organic mentions and expand the media window.
Below you'll find part of the role I played on-site for the 2010 and 2011 activations, interviewing softball star Jennie Finch and MLB Hall-of-Famer Cal Ripken, Jr.
My manuscript co-written with Dr. Dustin Supa of Boston University, "Fortune 500 Foray" has been accepted for publication in the Fall 2012 issue of Public Relations Journal.
Releases, social media copy and news articles
Gardasil Case Study (2nd place in Arthur W. Page Case Study Competition)
Executive summary: In the pharmaceutical field, top companies are separated by narrow margins. Successfully promoting a safe product and creating a niche market are issues faced by pharmaceutical companies every day. In the event of a product crisis, corporations must respond quickly and efficiently using effective crisis communication strategies. The Gardasil case study demonstrates how a pharmaceutical corporation has ignored a crisis in its midst. Furthermore, communication strategies implemented by Merck & Co. reveal the need for transparent and authentic communication practices.
Paint 4 Peace was a three-day community art event designed to create a conversation about nonviolence in schools, executing in April 2009. I worked on a team of seven members to coordinate, execute and conduct outreach for the event, as well as interview community members for a documentary following. Through our efforts, we recieved coverage in four front page stories, twelve blog hits, two television stations and all local radio stations in the Muncie, Ind., area.
Photos taken from the event (Photo Credit: Megan McNames):
Media Placements (Thanks to Hillary Tribbett for creating image):
Social Media Banner (Twitter, Facebook)