ViviMae Labs

Work with clients on the data-oriented optimization of their digital communications programs and leveraging social media to reach their larger organizational goals. In addition to social media coaching for executives and employees, I provide clients with detailed social media audits and creative, sustainable social media solutions. I also serve as lead project manager for website redesigns and rebrands. 

Current and former work include AARP, BridgeEdu, Cities of Service, Discovery Education,  Legends of Learning and PSI International, and Vote.org.

Principal | Digital Strategist 

AARP

Manages the organization’s social measurement framework, drives campaign and program development through social insights. Leads team in gathering and consolidation of data to build compelling performance reports. Reduced reporting times by 50% and increased accuracy through marketing automation. Strategic recommendations led to a 178% increase in on-topic conversation on Twitter in Q2 2021.

Serves as the measurement & analysis and influencer relations lead for the AARP Advocates social media team.

Digital Strategist (Freelance Consultant)

Discovery Education

Drafted Discovery Education’s social media community management playbook, outlined best practices for day-to-day social media management, brand voice, and social media crisis protocols. 
Conducted social media audit and competitive analysis. Designed overall social media strategy for the brand based on audit findings.

Led the social media launch for Teacher Appreciation Week, resulting in increasing campaign engagements by 150% across Instagram, Twitter and Facebook

Social Media Specialist (Freelance)

MXM (Meredith Xcelerated Marketing)

Created monthly and quarterly social media analytics reports for clients such as Lego Dimensions, Cambria Hotels and Sony. Analyzed paid and organic social media performance for clients — providing them with strategic recommendations for optimization. Conducted advanced social media audits to determine campaign efficacy and brand sentiment.

Supervisor -- Social Media Insights (Freelance)

Localist.com

Served as the managing editor for The Localist Blog, managed social advertising campaigns and worked as the social media manager for this software startup. I also wrote guides about the latest social media trends and maximizing event ROI. Additionally, I developed my leadership skills through managing SEO and content marketing vendors for key projects.
Key Accomplishments
• Social media ads generated 20% of marketing qualified leads in Q1 2016.
• Created branded quizzes which increased views to our blog by almost 2,000%.
• Served as project manager for Localist’s SEO Template, which had a 17% conversion rate and was the mostdownloaded content piece to date.
• Won the first inaugural employee of the month award.

Content Marketing Manager

Adrienne Sheares Consulting

Work with clients on branding, content creation, paid and organic social media campaigns, campaign measurement, in addition to social media training and coaching.

Some key accomplishments include:

Helped increase the award-winning web series, “Mis-Adventures of Awkward Black Girl,” from 7,000 to 50,000 Facebook fans within six months.

Recruited and managed nearly 1,000 fans for an exclusive, virtual watch party for theaward-winning web show “The Misadventures of Awkward Black Girl” through Facebook, Twitter and blogger outreach within a five-day deadline

Used word-of mouth-marketing, a Twitter hashtag contest and the use of third-party advocates to help the web show receive 100,000 views in less than 24 hours.

Placed fashion stylist Adrienne Simmons of P.S. I Love You, LLC in The Philadelphia Inquirer during Philly's Fashion Week.

Provided strategic social media counsel for the Slate publication, The Root.

Social PR Strategist and Principal

Cision

Served as the public relations manager for Cision, PRWeb, Help A Reporter Out (HARO), Visible Technologies and iContact. I worked as the community manager for Cision and PRWeb and formerly Vocus and iContact, providing followers with branded content and customer service, in addition to transferring leads to the sales department. I also managed native advertising campaigns and budgets of over $100,000 for Cision and PRWeb’s LinkedIn and Twitter accounts and ran our influencer relations campaigns. 

o	Secured 66% less cost per lead via Twitter ads than the average of other marketing tactics for this campaign.
o	Planned and executed Cision’s Future of PR photo contest, securing a partnership with Canva and influencers with over one million followers, leading to over 60 entries.

Social PR Manager (formerly Vocus)

Vocus

At Vocus, I served as the sole manager of a vibrant online community of well over 300,000 public relations professionals across Twitter, Facebook, LinkedIn and Google Plus for both Vocus and its subsidiary brand, PRWeb. 

Some of my responsibilities included conducting weekly social media performance reports, media monitoring, writing press releases, contributing to The Vocus Blog, conducting regular analytic reports, securing speaker engagements and awards for Vocus thought leaders. Using public relations fundamentals, I manage Vocus' native advertising campaigns, garnering above average engagement for a business-to-business brand. 

Some accomplishments include:

•	Secured New York Times contributor Gene Marks to speak at Vocus’ annual public relations conference, Demand Success 2014.

•	Helped recruit 1,000 people for a Demand Success countdown event through guerrilla marketing and securing media placements in Brightest Young Things, Greg’s List DC and The Washington Post’s Going Out Guide.

Social PR Manager (Acquired by Cision)

Young Invincibles

Managed social media campaigns and organize audiences virtually via social media days of action and host large Twitter chats with The White House, Sandra Fluke and Senator Patty Murray.

Served as project manager for all digital projects including Young Invincibles’ main and affiliate websites.

Managed, edited and contributed to policy blog.  Articles have been featured in outlets like The Huffington Post and Policy Mic.

Created monthly analytic reports for campaigns and general social media performance.  

Utilized SEO to increase visibility of Young Invincibles' policy initiatives.

Community Manager and Digital Strategist

APCO Worldwide

Managed the design, creation, and tweets of a client’s Twitter page. Conducted niche blogger outreach research for the purpose of cultivating relationships and disseminating client messages to specialized groups. Assisted in video editing for internal communication project. Created talking points and backgrounders for clients. QA tested and helped create content for websites. Monitored online conversations pertaining to client projects.

Social Media Associate

Social PR Coach: Helping leaders unleash their expertise

I’m a personal branding coach that helps leaders unleash their expertise, increase their visibility, and position themselves for the opportunities they deserve. 

For over ten years, I’ve worked at the intersection of social media and public relations (Social PR), helping organizations increase their visibility and credibility by attracting attention from influencers and media coverage from outlets such as Buzzfeed, The Huffington Post, The Washington Post & more.

My company, ViviMae Labs, is a social PR consultancy specializing in 1-1 work sessions with executives (VIP days), corporate training, workshops, and strategic advising. 

If you're interested in working together, please reach out to me at adrienne[at]vivimaelabs[dot]com.

I'm breaking my social media hiatus to announce my latest consulting gig—as the Senior Campaign Integration Advisor at AARP! If you know me, you know I LOVE working with the AARP Campaigns team. They're an incredibly talented group of people who fight for seniors on a variety of policy issues, such as age discrimination, caregiving, and health. 

I'll be collaborating with AARP to infuse their digital campaigns with a powerful blend of thought leadership, volunteer mobilization, and multicultural marketing. Together, we'll elevate their incredible online presence and drive impactful change within the 50-plus community in an increasingly noisy landscape. 

Thanks to Jen Beam and Reshma Mehta for bringing me on to do this important work! 

Adrienne Sheares, MA

"Wow, you're really betting on yourself, huh?"

When people find out I've been self-employed for seven years and am not looking to change that, they usually say some version of that. Their tone generally has a mix of awe and disbelief that I would dare to put my hopes, dreams, and financial well-being in my own hands rather than that of an employer. 

I know that's because they don't know my story.

I lost my job right after I closed on my home—a home in one of the most expensive places on earth. I graduated college during the Great Recession without a job and was building a foundation for myself when I lost my job. 

Oh, the fear I felt. 

I went into find-a-job mode, but if you've been in the hiring market since 2008, you know it's soul-crushing. (And from what I've seen from my friends, it has worsened in the last few years).

I watched my not-enough savings dwindle to uncomfortable numbers and decided I wasn't going to wait for anyone to give me permission to be a social media marketer. 

I was able to close clients faster than hiring managers could ghost me, so I started my company, ViviMae Labs. What was supposed to be a resume filler turned into seven years of business.

Did I have any idea what I was doing? Nope. 

I just gave myself different benchmarks. The first one was to make enough to pay for a roof over my head. Breaking my goals into small increments kept me from having a panic attack, and I just kept building. 

And to the glory of God, I didn't miss one single mortgage payment. I didn't go into debt. I more than surpassed my 9-5 earnings. 

Entrepreneurship is not all puppies and rainbows. Sometimes, it's lonely and scary. But I like that my eyes are wide open to reality. I don't have a false sense of security—I know where my business is vulnerable and when I need to work to change my situation. 

This journey taught me something valuable about myself. I learned that I can create opportunities for myself that allow me to not only survive but thrive.

So, yeah, I'm betting on myself. What about you? If you're reading this - let this be a nudge to bet on yourself. Go to that conference, take that course, try that business. Why not? You may be surprised in the best way about the outcome.

I'm a huge fan of Growclass so naturally I'm thrilled to be one of their newest mentors! 

One reason I'm so bullish on using social media for personal branding is because of experience. I owe my career to creating a personal brand. Many of the wonderful opportunities that have come my way are due to how I've branded myself. 

One lesson I learned the hard way is that no one will ever care about your career more than you. You're the CEO of your career.

For those of you wanting to make a change professionally, here's my advice. 

“Don’t let people put you in a box. If you find yourself, or your boss or your job putting you in a box, you don’t have to stay in that box.” - Adrienne Sheares.

You can read more about my journey and philosophy on the Growclass blog. 
https://buff.ly/3tUptTb

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