Meet Social Drive
Growing up as a first-generation American, I was always taught to do the “practical thing.”
Get a “real” job in an “important” field; there wasn’t really room for thinking outside of the box. So, I started at Clark University on scholarship for Biochemistry when I quickly realized I didn’t want to spend my life in a lab, no matter how much I liked DNA centrifuge. After testing out a few areas of study, doing service trips to Nicaragua, and volunteering at non-profits, I realized that I loved understanding people. So, I obtained my Bachelors in Media and Cultural Studies focusing on technology and new media.
I went on to receive a Masters of Science in Professional Communication on full scholarship, which required more focus on business, finance, and entrepreneurship. With my interest in understanding people, I was able to focus on their buying patterns and how to analyze marketing ROI. While working on strategic plans, I was always struck by technology’s growing impact in the business world. With my interest in data management and dipping into the creative outlets of digital video, photography, and gaming, it was easy to merge the two worlds of business and digital marketing.
After graduating, I was hired at a start-up in Cambridge, working on their online advertising analytics and business incubation model. Being promoted from an analyst to a business manager was a big step in my career, but I soon realized that I wanted to be in charge of my own business. That’s when I met my business partner Aubrey Burke. We shared a passion for online marketing and often chatted about running our own company, until one day Aubrey said, “we could do this!” Now I spend my time working on Social Drive’s business, finance, and operations, as well as client-facing projects such as analytics, online advertising campaigns … and some visual design too.
I like spending my weekends focusing on inbound marketing strategy, reviewing our client’s Facebook’s insights and going for long walks on the beach… 🙂
My story begins in a law office reception desk, fresh out of college, where I spent my days twiddling my thumbs and guessing who was next to pop out of the elevator (no music, no reading, no actual work to do – I was bored). I started heavily browsing the internet and got sucked into the world of blogging. I was amazed at the network of complete strangers interacting with one another 24/7 and thought I’d hop in on the fun. I instantly loved it.
Blogging got me thinking about marketing – specifically how people engage with one another online. I offered to help a family friend help grow his business through social media channels and was quickly hooked on what powerful and effective tools they were. Realizing how few companies were leveraging social media, I partnered with Kristine Resendes to found Social Drive. Now well into our first decade, we’ve helped dozens of clients get past assumptions that have held them back, like
- Thinking social media is a passing trend and not a proven marketing tool
- Believing they need a huge budget to manage their social media presence
- Thinking social media management can be folded into existing in-house project plans
I’m proud to say we’re consistently able to shepherd clients past these stumbling blocks to realize stable, unique and successful online marketing campaigns.
When I was growing up on the South Shore I used to dig through photographs, paste them to pieces of paper, write funny captions and mail them to my friends.
Having to wait around for Facebook and Instagram to be invented was annoying, sure, but gave me time to hone my skills.
I’m all grown up now, having earned a writing degree from Brown University, and have spent the last two decades building a Boston-based communications career that’s included work on successful political campaigns, securing public funding for education, and healthcare marketing. The Bay Area is home for now, where I live with my husband and Boston Terrier, and get to pretend I fit into the whole Silicon Valley scene. Can’t say I miss the snow shovel.
Why is PPC my thing?
I’ve done it all when it comes to online marketing, SEO, Email, Facebook Ads, blogging, podcasts, LinkedIn posts and of course of Paid Search. So why do I talk SEM advertising up so much and refer to myself as an expert there? Instant gratification. It remains the best online marketing channel to get sales or leads fast. So quickly, a business doesn’t have time to get nervous about the investment they are making.
Okay, time to get honest a bit. Managing PPC can be a nerve-racking activity at times when you are launching expensive campaigns. When a monthly budget exceeds $50k with a click cost of over $50 there’s little to no room for excuses. Maybe I’m a bit crazy but I like that pressure. Of course when the leads or sales start rolling in for my clients that’s the pay off for me.
Helping a business grow is very much a passion for me. For over 8 years I’ve also been volunteering with the SCORE organization that offers free business consulting to startup or existing small businesses. And why not, since small business is the backbone of the American economy, it’s a great cause to support.
“Know thyself. Know the customer. Innovate.”
I was 17 when I landed my first data entry gig under a head of business development, and the youngest person in the mid-sized corporation. Within three months, I was managing and analyzing annual ad and marketing campaigns. I believe I got my kickstart in the digital media revolution earlier than most, considering the only cool MySpace layouts had to be made with HTML, and AOL Instant Messenger was the “it” place. Before any of my friends even knew what ‘marketing’ really was, I was pulling reports for my CEO and delivering ad campaigns to leads across the country. To this day, nothing is more fulfilling than positive ROI. Through personal, professional and educational experiences, I have learned a lot about creating effective marketing and advertising strategies based off none only than the consumer’s themselves, and I’ve seen great success in that approach.
Understanding my client’s goals, customer base, and their competition is the goal.
Using that information to make a profitable marketing strategy is my passion.
Being a stay at home mom helped push me towards a career that promotes social interactions and connections.
I was born and raised in small town, Connecticut as the oldest of three. As an eighties baby, I wasn’t raised with computers, email, cell phones, or video games. Discovering AOL Instant Messenger as a freshman in college was life-changing and opened up a whole new world for me.
I graduated from Stonehill College in Easton, MA with a bachelor’s degree in History and Political Science. After numerous declarations that “I would not become a teacher”, I became a teacher. A short-lived career as a post-grad secretary led me to Lesley University in Cambridge, MA where I received a Master’s of Education. I went on to teach, in what was a challenging environment for many years, until I had my firstborn. After his arrival, I decided to put that career on hold to be a stay at home mom. Several kids, a dog, a couple houses, and many hours of part-time tutoring later helped me to realize that I needed more interaction with people that didn’t live in my own home – and with adults!
Working in the social media marketing realm has given me the opportunity to meld my experience as a writer and my love of social networking. Plus, working for a small business and with wildly talented and supportive people is the icing on the cake!
Diana joined us in December of 2015 and has been a great addition to the Social Drive team. Diana brings with her experience in the social media marketing world. She enjoys following social media influencers, like Gary V and Carlos Gil, and integrating their thoughts and ideas into her daily routine. She is always curious to learn more about social media and be the best marketer she can be. She is a recent graduate of Suffolk University, where she studied marketing and international business. As a junior, she studied abroad in Rome, Italy at John Cabot, where her passion for travel truly blossomed. These days, you will find her tweeting, Instagramming and blogging her way through her latest and greatest adventures.
Diana is an avid live-poster and loves to share events in real-time. If you can’t attend an event, she feels you should be able to experience it through social media. Diana also loves to follow brands on social media and always says, “People are behind the brand – Make it fun, interesting, and most of all, personable. You’re talking to another person, not a robot.”
Her interests include:
- Event marketing and management;
- Brand management; and
- Personal branding