Ron Casalotti

roncasalotti@gmail.com (973) 460-2085 (mobile)

LinkedIn | Facebook | Twitter

Summary
Social media professional, specializing in social media marketing to promote organizations and brands by deepening
customer engagement, curating communities, creating content, and broadening online communications including
blogging/micro-blogging and social networking.

Specialties
Social media: professionally for B2C and B2B companies and non-profits as well as personally
Social networks including Twitter, LinkedIn, Facebook, YouTube, Google+, Quora, Instagram, Pinterest, et. al.
Social media marketing including SEM, SEO and ad networks
Corporate communications, brand building, brand awareness and earned media
Community curation, moderation and standards
User interaction, engagement and training
Content strategy and programming and social media policy creation
Blogging and micro-blogging
Customer evangelist

Experience
KPMG LLP Associate Director, U.S. Lead, Social Media and Digital Advertising 2012 - Present
Lead the U.S. member firm ($7B revenue, 26K employees) of this global Big 4 accounting and business advisory firms
social media initiatives, responsible for social media strategy, tactics, guidelines and governance. Work closely with all
internal stakeholders, including Audit, Tax, Advisory, Institutes, Industry, Major Accounts, Brand and Events Marketing
teams as well as Human Resources, Corporate Communications, Client Training, Global Marketing and others, to
understand their long-term strategic plans and how they translate into a digital content strategy across various web
properties, social media channels, apps, email and online events.
Expertise includes both organic and paid social media campaigns across platforms including Facebook, LinkedIn and
Twitter as well as organic social media promotion utilizing Instagram, Pinterest, Slideshare, Google+, Vine and Snapchat.
Oversee digital marketing campaigns leveraging AdWords for SEM, content advertising and syndication networks.
Lead the internal training and education effort on the effective use of social media as a personal brand building, business
development and business intelligence tool. Helped launch and lead three different employee advocacy/activation
programs. As the internal social media evangelist, promote and support the expansion of social media usage throughout the
organization.

Social Media Professional - Consultant

2010 - 2012

Independent consultant providing social media guidance and insight to businesses and non-profit organizations
including social media strategy, internal training and education and social network content management. Also
provide general business support. Engagements included

New York city based non-profit organization: Created a social media strategy and implementation plan and a
social networking policy

U.K. based social media consultancy: Consulted on the available social media tools for effective pre-planning
and scheduling of messages on Twitter

New York city based promotions company: Consulted on service bid for social media promotion to a Midwest
based financial institution

New York city based fashion house: Provided extended business services including assisting in year-end
marketing audit

Consultations with individuals regarding monitoring and managing their personal online reputation (brand)

Bloomberg L.P.

2009 - 2010

Social Media lead for Public Relations

Developed strategy and policy for the expansion of social media for this global financial information, product and
news organization.

Expanded use of social media tools such as Twitter, Facebook, Flickr and YouTube for 14 company business units
and over thirty individual associates.

Increased user engagement by 400% and company participation in social media by 9X.

Trained Bloomberg TV anchors and multimedia staff on using social media in covering the World Economic Forum
in Davos, Switzerland, the first use of social media for the news department.

Instructed Bloomberg Sports on how to best interact with influential bloggers brought in to preview a new analytical
fantasy sports products and assisted in the live event.

Planned the social media promotion for annual energy summit held in London and other local events.

Trained users and monitor usage for many additional Bloomberg business units including Professional
Development (HR); Bloomberg News; Bloomberg Law; and Bloomberg L..P.

Implemented a social media reporting system to identify opportunities and react to brand related issues.

BusinessWeek, a McGraw-Hill Company

2007 - 2009
Director, User Participation at BusinessWeek Digital/McGraw-Hill Companies

Social Media lead for BusinessWeek Digital responsible for user participation and interaction on its Business
Exchange site http://bx.businessweek.com; managed a social media team.

Created the User Participation department; interfaced daily with Product, IT, Ad Operations, Business Development
and Marketing. Provided support for Sales, Circulation and Editorial.

Led the viral marketing user outreach effort utilizing direct communication with our users on sites such as Twitter,
Facebook and LinkedIn; generated user brand loyalty.

Drove social and viral marketing; analyzed feedback; approved user-generated content; performed user outreach;
codified site terms of service; updated community moderation techniques; and fostered user participation.

Designed a community moderation process including creating Community Standards; a crowd-sourced content
reporting system; and a system for approval of over 1600 user-suggested topics.
Recognition: McGraw-Hill Corporate Achievement Award for Innovation 2009

AOL/America Online
Senior Program Manager at AOL LLC

1997 - 2007
(November 2006 December 2007)

AOL's Messaging and Social Media Group, performed reviews, analyses and forecasts administering a $10+
MM annual budget; created meaningful management reports used by the executive team.

Resume of Ron Casalotti -- roncasalotti@gmail.com

Responsible for the administration of all contracted Blogger agreements for our niche communities. Also was
involved in special projects and ongoing industry events.

In Community Operations and Experience, responsible for the user experience on AOL community focused on
Community Standards, Community Moderation and Terms of Service.

Created a moderation team located off-shore (India) to take advantage of available resources and economies.
Created and implemented standards, processes and training programs generating seven figure annual savings.

Updated Community Guidelines to reflect current Internet standards and the change to open access for AOL
community content.

Programming Manager at America Online (AOL)

(February 2005 November 2006)

Created content programming for AOL Community including Dating and Relationships, GLBT and the main
People Connection channel hub page which received over 200 million page views annually.

Provided the community component for sponsored online campaigns America Takes It Off (Good Morning
America/EDiets), Chief Everything Officer (Dove), Having a Baby Changes Everything (J&J).

Social media lead for new AOL product launches such as UnCut Video, AIM Pages and Shout Outs.

Sr. Program Manager at AOL Communities, Inc. (ACI)

(March 1997-February 2005)

Managed a team of 32 remotely located community team coordinators who in turn oversaw a large group of
community leaders.

Controlled content for various channels of AOL Community, including Love@AOL, Friends & Flirts and AOL
Local.

Programmed features, polls, and special projects such as 15 Hours of Fame and seasonal holiday content

Created and programmed communities which included trivia games, idea sharing and celebrity interview
content.
Recognition: ACI Award for Excellence in Effective Business Plans 2002

Financial Management and Administration Career (1977 - 1997)

Held sr. financial management positions in companies including Macys, Phillips-Van Heusen and First USA Bank.

Experienced in management. contract negotiations, internal controls, fraud detection and electronic funds transfer

Affiliations, Memberships & Interests

MENSA (American and International chapters)

Public Relations Society of America (PRSA National and New York chapters)
Online Community Research Network (OCRN)
TV junkie, Broadway and NY sports teams fan
Obsessed with social media since getting my first PC in 1994 (we just called it Community back then)
Author social media related blog, Bottom of the Food Chain (http://bit.ly/botfc)

Education
Bachelor of Arts -- Accounting and Information Systems
City University of New York - Queens College 1977

Resume of Ron Casalotti -- roncasalotti@gmail.com