For 5 years, Michelle (Chel) Wolverton has been helping small businesses solve a variety of marketing, social, productivity and technological puzzles. Imagine a jigsaw puzzle with no picture included. That’s your business. Chel can find the picture, solve the puzzle, and then highlight the missing pieces that will immediately make your business more efficient, effective, and profitable.
Among her efforts she’s worked with individual business owners to Fortune 500 companies, helping each find their way through the maze of technological solutions and implementing systems to grow their business.
Chel starts with your business needs and applies digital tools to make your business more efficient and cost-effective. She is adept with Google Analytics, Salesforce, WordPress design and development; e-commerce, email marketing, search engine optimization (SEO) , research and competitive intelligence, content marketing and social strategy.
Writing / Portfolio
Editing / Research / Publishing
Content Management, Design, and WordPress
Digital Community Management
Podcamp Boston 2-7
- I’ve been at the lead for years 4-6, bringing 1200+ people together for an event that continues to surpass expectations while teaching those new to digital media just what it’s all about.
- See above.
- Second Life events were a fun challenge to run because marketing was by word of mouth and text only. Being compelling while having 200 words of space to convince someone that it’s worth their time is a powerful marketing challenge for any medium.
Blog World Expo – StrategyJQ
- During Day 2 of our Watch Dot TV campaign, I ran production from behind the scenes of a television set build for the expo floor. We improvised rapidly with scheduling, filling the gaps under pressure in order to make sure we had a full schedule for 8 hours of live streaming to the web.
crayon – Coca-Cola
- For 6 weeks, while Coca-Cola had company meetings around the globe, they taped some exercises and inspirational messages with small cameras. That video was then uploaded, edited by me and posted to Facebook for employee viewing while keeping up with the time zones in other countries to post at the appropriate time.
- Not only did I redo the website (currently in the process of a redesign) but I also advise Barry on various social networking strategies in order to generate business for his practice. Since we began working together he went from concerned about staying in business to booked a month in advance.
WhatCounts/Blue Sky Factory
- Responsible for generating the majority of the content for the website and social networks, I also maintained a rigorous daily content production schedule, coordinated efforts between various teams internally and helped to bring visibility to the content. Prior to the merger with WhatCounts, my efforts resulted in a 16.5% increase in traffic and conversions. Post merger inbound marketing generated 5x increase in inbound leads with 20% of company revenue coming from social media channels.
- Responsible for a part of blogger outreach, during the campaign I wrote emails to get in touch with people about our clients projects and to ask them to try it out.
Social Media Club
- Learning to manage social media properties for a social media company was one of the best pieces of education I received. During the day to day, I managed Facebook and email content while keeping track of members around the world.
WhatCounts/Blue Sky Factory
- As email is one of the highest ROI channel for these companies, it was an important focus of my time. Sending out weekly and monthly communications that drove business and high conversions using best practices as well as promoting webinars to increase attendance.
Boston Martial Arts Center
- Email marketing for the Boston Martial Arts Center resulted in a 26.1% open rate (2.6x higher than the industry average) and additional conversions to new students.
WhatCounts/Blue Sky Factory
- My efforts were responsible for creating a template that defined the company’s social process, which has in turn been responsible for 21% of the YTD revenue opportunities generated in 2012.
- Looking for a way to capture those who heard their song on “House M.D.”, I used a super secret method to collect those who mentioned House during the show’s airing and followed them on Twitter creating a new way for the group to reach potential fans.
- When J.C. Hutchins contacted me about helping out with his book campaign for 7th Son, I squealed. One of my favorite authors needed help with a major outreach effort. We created a multi-week campaign with a contest for helping promote and sell the book, while simultaneously chasing down bloggers and other mainstream media regarding it’s release. In the end we managed to acheive 1 in Science Fiction & Fantasy > Science Fiction > High Tech and 2 in Hot New Releases (Science Fiction & Fantasy > Science Fiction)! As well as the honor of being featured in the New York Times, on boing-boing.net, and on ABC Radio.
- Spreading the word of particular campaigns by seeding content using digital media outlets and tapping into their network. The outreach efforts were strategically planned with different approaches with each client depending on their goals. Researching the audience and demographics, then creating content to fit. Campaigns: Stereofame, Cubby Bernstein, Tennis Channel
- In putting a face to the brand, driving traffic to a new brand was both challenging and rewarding. By creating content and engaging the community, I helped Vibemetrix make outstanding progress in their desire to be a known in the community.
Virtual Hot Wings
- Creating something from what some would call nothing, the first joint project for Chris Penn and I was a digital album of bootlegs from Matthew Ebel’s live shows in Second Life. I combined crowdsourcing and social media marketing to generate $1,000 in sales in an unprecedented form of digital marketing for the music industry. Since then, thousands of artists have followed the example set by this marketing experiment.
- Approached to do an analysis of one of their social properties that wasn’t performing to determine next steps and options for creating a stronger presence and plan on that network. Several of my recommendations were implemented resulting in a successful social presence.
- Natalie had a dream to win Famecast, using a social media and digital strategy we compelled fans and strangers alike to vote her to 3rd place. She didn’t win the contest, but she did fulfill her dream to play on the huge stage and audience of thousands. Turns out 3rd place isn’t so bad after all.
Boston Martial Arts Center
- I started working with BMAC, updating their website to something more modern. From that change alone, they showed 8x increase in revenue generated from the website. Between Twitter, Facebook and Google+, I helped develop and teach the staff how to use social platforms for marketing purposes.
Helena Bouchez Communications
- Good advice is hard to come by, but Helena and I have a relationship in which she asks me marketing advice prior to making any changes to keep her head on straight and her business on track.
- Newsletter – WhatCounts/Blue Sky Factory
- Blogging – chelpixie.com (marketing, strategy, social, competitive intelligence, WordPress)
- Blogging – WhatCounts / Blue Sky Factory
- Blogging – Podcamp Boston
- Blogging – Explore Social Media (posts not available publicly but I can share via Google Docs)
- Blogging – Various guest posts
- Howard Rheingold – NetSmart
- Christopher Penn – Marketing White Belt
- Wiley Publishing – Editing
- Ja-Naé Duane – How to Create a Revolution
The following are companies and/or websites that I have done content management, design and WordPress development for. Each of them in their current format was created by me.
- Marketing Over Coffee
- Christopher S. Penn
- Dekaiyume World
- The Flinch
- Personal Cartography
- Whitney Hoffman
- Cast of Dads
- Root Report
- Helena B Communications
- Accomplished Young Lady
- Every Dot Connects
- View From Here
- Inbox Group
- William Damon
Wondering what it is I do for competitive intelligence? Email me. I do not list my clients here without permission.
- Blue Sky Factory
- Chel Consulting
- Private community in which I played host/manager to a specific section of the community welcoming new members with instructions and the ways in which things worked.
- Same as above!
- Google Analytics
- PHP – Intermediate
- Email marketing platforms like Publicaster and Mailchimp – a no brainer to operate
- Zoho CRM
- Social networking sites & services including but not limited to Twitter, Facebook, Google+, LinkedIn, tumblr, and more.
- Multiple CMS
- Argyle Social
- Second Life
Ready to find out more about how I can help you?
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