Hey there, I’m Eduardo Lopez.
I help companies build customer-driven marketing and social media frameworks. I’m currently the Director of Strategy at FMG and before that I spent 8+ years working with leading brands like AT&T, HP, Microsoft, SAP, EY Health, Sage, Mars, and Anheuser-Busch to advance brand positioning and accelerate business growth.
Now I’m sharing everything I’ve learned in my newsletter. If you’d like to be notified directly whenever a new piece is live, subscribe to Social Media Heavyweights. You’ll be in good company with over 2,000 other social media leaders and marketers.
So what kind of stuff will you find on Going CEO?
- Social media strategy
- Emerging macro-trends
- News about various social networks
- Anything else that makes marketing more awesome!
Ok, so why should I listen to you since you’re just another marketer?
The bar in social media is offensively low. Most folks blogging about social media and marketing fall into two categories: (1) SaaS company using content to lure you into paying for a product, or (2) marketers offering the same meta-advice you see on nearly every website.
I would put myself in a third group: the people that actually do the day-to-day work while “gurus” tout bullshit platitudes on Entrepreneur magazine about how content is king. The truth is that most of the available advice on social media and content marketing is either low-impact or it doesn’t lend itself well to meeting business objectives or scalability.
No low-effort promotional tips and growth hacking tricks here. It’s not that they won’t work at all, but that you’d usually be better off spending the time working on a referral strategy, exploring media consumption habits, or developing a marketing funnel.
Don’t get me wrong: I know what it’s like when the internal team has to share company posts across their personal social channels to scrap and claw your way to your first few hundred followers. But social media teams with traction need to make their hours count by prioritizing ways to repurposing content they already have to audiences that already exist.
Why is it called Going CEO?
Today marketing is less about pushing a sale in a short interaction and much more about engaging with customers over the course of a relationship. It’s time to ditch the CMO title and become a true Chief Engagement Officer.
This is especially relevant in today’s social media era when hierarchies have been blurred by the interactive, democratic, and relational features of social media tools.
My goal is to share some wisdom about social media and marketing without boring you to tears. On Going CEO you will find timely, relevant content that tells you how to get more out of social media, grow your hard earned following, and invest in tactics and strategies that work for you over time.
Some of my work…
Tasked with reaching US Hispanic consumers, I led a team to create a platform to reinforce our brand promise of Mobilizing Your World among ambicultural consumers. The campaign engaged consumers digitally, socially, and through on-site experiences at sports and entertainment venues. Events included an interactive activation zone during Futbol Fiesta tailgate parties, audience-driven concert experiences using technology, Hispanic Heritage month promotions leading to the Canelo vs. Smith boxing match at AT&T stadium, and a millennial-focused Latin Grammy pre-party in Las Vegas.
- Soccer: 150,000 attendees, 40 million impressions
- Concerts: 35,000 attendees, 70 million impressions
- Boxing: 51,200 attendees, 14 million , 3,000 pay-per-views
- Latin Grammy: 623 attendees, 70.3 million social media impressions
Tasked with driving trials to HP’s new Instant Ink delivery service, our team created The Never Run Out of Ink campaign. This digital initiative reinforced the brand’s position among young, busy families by reconnecting families around stories. Through clickable images, video interviews, and a digital picture book written by a collective of powerful online parenting influencers, Never Run Out of Ink encouraged participants to learn, share and ultimately create their own proud story.
- Product: 50% increase in the Instant Ink subscription adoption rate
- Digital: 24,000 families reconnected over the #NeverRunOut storybook
- Search: Improved Google ranking for both “printer cartridge” and “online ink”
When Verizon launched a national ad campaign attacking T-Mobile, we needed to redirect the conversation and remind industry reporters and analysts about the speed, strength, and size of T-Mobile’s network. Our team crashed the competitors’ parties by barging in on their earnings calls with drinking games. We developed a T-Mobile earnings call drinking game with game boards and sent a selection of energy drinks like Red Bull and coffee to key financial reporters on call mornings. Digital versions went out to a broader list of contacts via email. The approach dominated conversations in news, blogs, and social media.
- 32 media stories and 4.8 million unique impressions
- Infiltration of Verizon’s Q4 earnings coverage alone rose by 50% YoY
- Competitors earnings coverage dominated by mentions of T-Mobile among key influencers, tech media, and financial analysts
In partnership with global publisher Rosen Books, my first book teaches you how to use the power of social media to attract the notice of colleges and employers. Learn how to think put your projects front and center among followers, which increasingly include teachers, college recruiters, and potential employers or business partners. Your online presence can affect your future—both positively and negatively. I walk you through how to make sure your social media reflects well to prospective schools and employers, and give you the tools to curate a digital footprint for guaranteed success.