PRACTICAL SOCIAL MEDIA Steven S.
Founder: Steven S. MacDonald Email: info@PracticalSocialMedia.com Website: www.PracticalSocialMedia.com Blog: blog.PracticalSocialMedia.com Twitter: twitter.com/SteveMacDonald LinkedIn: linkedin.com/in/stevensmacdonald
In addition to the current career activities listed to the right, Mr. MacDonald has served as a founding partner in an advertising agency, CMO of a Hollywood Start-up, Vice President, Director of Strategic Planning for the Mazda Motors of America, Executive Vice President of a regional marketing ﬁrm, Director of Client Services for a top ten internet marketing agency, and CEO of a dot.com start-up. Mr. MacDonald contributes to the Thought Leadership Board of the Marketing Executives Network Group (MENG) to create a series of special reports and trend analysis to be shared with the national business press. Additionally, he speaks with large organizations such as US Airways, is published in various business journals, and has worked with some of the smartest marketing minds at company’s such as Nike, Absolut, Procter & Gamble, VISA and Miller Brewing. Mr. MacDonald’s greatest client successes have come from helping companies make a fundamental shift from working hard at their marketing, to having their marketing work hard for them. This is achieved through a combination of brand strategy work, what Harvard Business Review calls every company’s greatest strategic resource, and social media, which has changed the entire dynamic for how businesses can effectively reach customers both locally and globally on a budget. Closing thought: “The power of a company’s “Emotional Brand Intelligence” and social capacity are underutilized 99% of the time.”
PRACTICAL SOCIAL MEDIA! www.PracticalSocialMedia.com
Current Career Activities • Founder of Practical Social Media, a social media university and complete corporate training and automation system. • Founder of StudioHDV, a brand strategy consulting company creating Emotional Brand Intelligence for greater engagement and sales conversions.
“IF EVERYONE IS THINKING ALIKE, THEN SOMEONE ISN’T THINKING.”
- General George Patton
PRACTICAL SOCIAL MEDIA Steven S. MacDonald
Founder at Practical Social Media (reviews) December 2008 – Present • Created an automated site trafﬁc and social media training system that anyone can use. • The Practical Social Media System includes: Monthly Magazine, Online Training Materials, Webinars, Forums & In-Person Training. Plus, Fully Automated Site Trafﬁc, Lead Generation Technology, Conversion Testing and Aggregated Analytics. • Clients learn everything they need to know with Social Media to attract high caliber leads, increase conversion rates and gain more customers. Founder, Marketing Consultant at StudioHDV (reviews) December 2007 – Present • Consulting services range from brand strategy development to social media execution. • The goal is to provide simple and sensible guidance within the constantly evolving world of traditional and online marketing. • Clients range from smaller, regional businesses to corporations with over $2.5 billion in sales. Chief Marketing Ofﬁcer at Spot411 (recommendations) August 2009 – February 2010 (Contract CMO) • The company has developed the the ﬁrst interactive, social television experience the requires no additional hardware and works universally on all television and movie programming. • The application promises to allow people to enjoy TV with friends and family anywhere, anytime. • The company has secured contracts and partnerships with the best known Hollywood movie studios, television networks and production companies. Executive Vice President at The Martz Agency (recommendations) July 2006 – December 2007 • Co-managed an advertising agency of roughly 50 individuals. • Created marketing communications plans for clients, including a special expertise in brand development • Agency core offerings cover advertising, public relations, direct mail, interactive marketing and CRM database programs. Partner, Director of Client Services at Hydrogen Advertising September 2001 – February 2006 • Increased revenues from $0 to over $3.2 million in four years. • Generated proﬁts in all but the ﬁrst year of operations. • Designed templates for brand strategy creation and implementation. • Helped create healthcare practice with four different hospital networks. • Orchestrated national dealer point-of-sale programs. • Established on-site marketing programs that have been institutionalized at client organizations. • Consulted on new business activities across the Worldwide Partners Network. • Published in local newspapers and business journals.
PRACTICAL SOCIAL MEDIA !
PRACTICAL SOCIAL MEDIA Steven S. MacDonald
Founder, CEO at Beyond360 (recommendations) February 2000 – August 2001 • Created an online rewards and recognition system for children/early teens. • Selected as the interactive agency within a $75 million new business pitch. • Asked to develop strategic programs for Youth Service America organization in order to attract national corporate funding. • Invited to pitch for the Tiger Woods, Start Right program sponsored by Target. • Published in AdAge magazine for unique POV in child marketing and safety. Director of Client Services at Red Sky Interactive July 1998 – January 2000 • Hired on to bring strategic branding skills to nationally recognized clients. • Served Nike, VISA, Miller Brewing, Procter & Gamble, Absolut Vodka, etc. • Developed strategy for P&G on the future of broadband retailing. • Introduced experientially based brand strategies to support traditional marketing. • Created ROI models to support multi-million dollar interactive expenditures. • Implemented internal brand training programs to educate all agency departments. VP, Management Supervisor at Foote, Cone & Belding Advertising April 1996 – June 1998 • Instituted ﬁrst television branding efforts for B2B marketer Seagate technologies. • Established new Seagate sponsored portal for resellers. • Managed $50 million dollar plus marketing budget. VP, Director of Strategic Planning at Foote, Cone & Belding Advertising (recommendations) April 1992 – March 1996 • Rose from Account Manager overseeing nine dealer advertising associations and marketing programs for Mazda Motors of America to Director of Strategic Planning for all U.S. operations. • Responsible for writing 75% or more of the strategic presentations given to the executive level of management at Mazda. • Overall strategic responsibilities involved new product development, pricing and distribution in addition to ongoing communications programs. • Trained in brand strategy creation methodologies from former head of The Coalition for Brand Equity and CMO of McDonalds. Account Executive at Chiat/Day Advertising (recommendations) June 1988 – March 1992 Assistant Media Planner at Ogilvy & Mather Advertising July 1986 – May 1988 Education University of Washington Business Administration, Business 1982 – 1986
PRACTICAL SOCIAL MEDIA ! www.PracticalSocialMedia.com