Serena Matter

Serena Matter

Editor at CPRS Vancouver; Social Media Strategy at UBC Sauder School of Business

Location
Vancouver, Canada Area
Industry
Public Relations and Communications

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Serena Matter's Overview

Current
Past
  • Account manager (social media division) at Peak Communicators
  • Research assistant at Formwerks Architectural/Formwerks Homes
  • Communications assistant at Gryphon Gold Corporation
  • Communications assistant at Eaton’s West Ltd.

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see all

Education
  • The University of British Columbia
  • Simon Fraser University
Recommendations

2 people have recommended Serena

Connections

162 connections

Websites

Serena Matter's Summary

Serena Matter is a skilled public relations professional specializing in digital communications and social media strategy. With six years of marcomm experience, including close to five years at one of Western Canada’s leading PR agencies, she has managed high profile publicity campaigns ranging from local to national in scope. Serena has worked with a diverse portfolio of clients, including organizations in the arts/culture, food/beverage, non-profit, post-secondary, retail and travel sectors.

Areas of Specialization:
• Blogger/influencer relations
• Content planning, creation and optimization
• Development of creative campaigns and strategies
• Digital trendspotting
• News/issues hijacking
• Online reputation management
• PR/social media strategy development
• Social media community management
• Writing/editing for a variety of purposes

Recent Work Highlights:
• Created a cross-platform promotional strategy for a new Gastown restaurant that combined secret online "passwords" with in-store rewards that resulted in a large spike in traffic during the three month campaign.
• Developed an online video contest for Canada's largest flooring distributor to connect consumers with company product through video. As a result, the client's YouTube channel ranked among the top 100 in the country.
• By creating compelling written communication to engage external stakeholders, recruited 1,000+ members to the Facebook page of a leading cancer charity's fundraiser in six weeks.
• Came up with the concept of a "digital detox" package for one of Vancouver's top boutique hotels, the first package of its kind in Canada.

Specialties

Social Tools
Delicious, Facebook, Facebook Ads, Flickr, Foursquare, Google+, Google Places, Instagram, LinkedIn, Pinterest, PitchEngine, Prezi, Reddit, RSS, SlideShare, StumbleUpon, tumblr, Twitter, WordPress, Yelp, YouTube

Monitoring/Analytics
Custom URL shorteners, Facebook Insights, Google Analytics, HootSuite, LinkedIn Analytics, Klout, Netvibes, Radian6, Sysomos, Vocus, YouTube Insights

Design/Computer Programs
HTML/FBML basics, InDesign, Office Suite, Photoshop

Serena Matter's Experience

Social media strategy, Robert H. Lee Graduate School

Sauder School of Business at UBC

Educational Institution; 51-200 employees; Higher Education industry

December 2011 – Present (6 months) Vancouver, Canada Area

Advises on initiatives with potential digital media touchpoints and is responsible for:
• Social media strategy development
• Content creation, optimization and syndication
• Strategic content placement initiatives
• Digital campaign development and execution
• Engagement and influencer outreach
• Social profile management and optimization
• Monitoring and response
• Training in social media best practices

Editor of Essentials newsletter

CPRS Vancouver

Nonprofit; 11-50 employees; Public Relations and Communications industry

June 2011 – Present (1 year) Vancouver, BC

Responsible for:
• Writing editorials
• Sourcing articles from CPRS members and specialists
• Amalgamating and arranging content layout
• Substantive and copy editing

Founder and principal

Be.Social Consulting

April 2009 – Present (3 years 2 months) Vancouver, B.C.

Provide a variety of social media services to clients in the health, real estate and resource sectors:
• Advise clients on improving existing communications and social media strategies
• Create and edit marketing collateral, media materials and website copy
• Establish and maintain social profiles for clients
• Develop content and editorial calendars to guide profile updating
• Identify leading online media, bloggers and Twitter users relevant to clients
• Conduct extensive audits of online/social presence of clients

Account manager (social media division)

Peak Communicators

Privately Held; 11-50 employees; Public Relations and Communications industry

July 2007 – December 2011 (4 years 6 months)

Following a four-month internship, hired as a research coordinator in November 2007. In April 2008, promoted to client account coordinator while gaining increasing responsibility and additional areas of experience at one of Western Canada's leading PR agencies. After less than two years with the firm, promoted to account manager and enlisted to join the company's newly founded social media department.

Managed Peak's social media department 40% of the time, in addition to overseeing an expansive portfolio of accounts for clients in the education, finance, manufacturing, mining, real estate and telecommunications industries.

Traditional PR experience:
• Content analysis
• Event planning and logistics
• Media buys
• Media database management
• Media familiarization tours
• Media monitoring/media coverage evaluation
• Media relations
• News conferences
• Research
• Writing/editing

Web PR experience:
• Development of social media strategy
• Campaigns and contests on social platforms
• Online reputation management
• Social media community management
• SMO (social media optimization)
• Strategic communications planning
• Web writing and content development

Research assistant

Formwerks Architectural/Formwerks Homes

2002 – 2006 (4 years)

Worked with the company part-time over a four year period as a research and office assistant, while taking on additional projects that improved operations.

Communications assistant

Gryphon Gold Corporation

Mining & Metals industry

2004 – 2005 (1 year) www.gryphongold.com

Worked with the company in a part-time capacity while in university.

• Reviewed and edited content ranging from news releases to marketing materials
• Assisted in coordinating logistics and provided on-site support at company events
• Provided assistance to senior management, fulfilled requests for resources as needed

Communications assistant

Eaton’s West Ltd.

May 2003 – August 2003 (4 months)

Hired for a four-month period during the summer, specifically to assist in the implementation of targeted marketing strategies.

Serena Matter's Education

The University of British Columbia

Bachelor of Arts, History, Latin American Studies

2002 – 2007

Activities and Societies: The Ubyssey newspaper, Phrateres of UBC

Simon Fraser University

Continuing studies, Business Communication and Professional Writing

• Strategic Communication for Organizations, November 2010
• Writing and Editing for the Web, November 2009
• Writing for Public Relations, November 2008

Serena Matter's Volunteer Experience & Causes

  • Volunteer Experience

    • Communications committee member

      CPRS Vancouver
      March 2011 – present (1 year 3 months)

    • Marketing assistant

      Kidney Foundation of Canada, BC Branch
      • Health
      July 2003 – August 2003 (2 months)

    • Public relations

      Dutch Day of Remembrance
      • Arts and Culture
      2010 – 2010 (less than a year)

    • Public relations

      Vancouver Latin Summer Festival
      • Arts and Culture
      2010 – 2010 (less than a year)

    • New media community mobilizer

      Stephen Lewis Foundation
      • Civil Rights and Social Action
      September 2010 – November 2010 (3 months)

      Volunteer position involving digital strategy development to promote the A Dare to Remember campaign on various social media platforms.

  • Volunteer Interests

    • Causes I care about:

      • Civil Rights and Social Action
      • Human Rights

    • Organizations I support:

      • Medecin Sans Frontieres
      • CARE Canada
      • Me to We

Serena Matter's Additional Information

Websites:
Interests:

Public relations, digital media marketing, social media trends, history, sociology, health and wellness, trendspotting/trend forecasting, social justice, learning different styles of dance, fine art, writing

Groups and Associations:

• CPRS Vancouver communications committee member • Social media contributor to leading U.S. business coach Carol Roth's business blog • Invite committee member for Media Leaders Vancouver • Freelance writer at Orato.com • Alumni member of Phrateres of UBC

Honors and Awards:

• Published in PR News' prestigious Digital PR Guidebook
• Quoted in Mashable and other digital media blogs
• Academic work published in the University of British Columbia's history journal, The Atlas

Contact Serena for:

  • career opportunities
  • consulting offers
  • new ventures
  • job inquiries
  • expertise requests
  • reference requests
  • getting back in touch

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