Stewart Mader is currently Director of Social Media at CFA Institute – overseeing audience development and content strategy to reach journalists, legislators, policymakers, and investment professionals who can help improve the financial services industry. He leads a global social media team with staff in New York, London, and Hong Kong; and helped launch Enterprising Investor, an online publication featuring commentary and analysis from a team of subject-matter experts. Previously, he served as communications and marketing adviser to International Finance Corporation, the private-sector development arm of the World Bank, and SAP, one of the largest business software companies in the world. Before that, he handled brand marketing and social media for Atlassian Software. He also led instructional technology and curriculum development for Brown University, Emerson College, and University of Hartford. He is the author of Wikipatterns (Wiley, 2008), a practical guide to improving productivity and collaboration in your organization.
At CFA Institute, the global association of investment professionals, Stewart has expanded the organization’s audience to more effectively reach journalists, legislators, policymakers, and the investing public. He:
- increased audience for @CFAinstitute on Twitter from 8,684 (June 2011) to 33,000 (November 2012) and worked with local PR staff to launch accounts for the London and Hong Kong offices as well as an account on Sina Weibo, mainland China’s fastest-growing social media site;
- used Promoted Tweet advertising to reach people who aren’t already following @CFAinstitute. Ad campaigns have generated an average engagement rate of 1.12% (14X greater than typical rate for online display ads);
- cultivated relationships with key media contacts to increase coverage of events, and used the social media tool Storify to give reporters an ongoing snapshot of newsworthy items, including event recaps, pull quotes, speaker photos and video;
- provided communications training to 46 staff who manage social media accounts for the organization;
- developed concept for a new blog, the Enterprising Investor, led development and launch, helped hire a team of writers, and hired an editor to manage day-to-day content flow;
- consolidated externally-hosted event blogs onto a single, integrated WordPress platform, sharing live webcasts and session summaries on Facebook, @CFAinstitute, FT Alchemy, Seeking Alpha, and encouraging attendees to share their own impressions of each event using a Twitter hashtag;
- instituted comprehensive analytics to track social media and blog traffic, as well as content shared on key social media channels. Created an analytics dashboard on the CFA Institute intranet that makes this data available to anyone in the organization.
As a consultant to International Finance Corporation (IFC), the largest global development institution focused on the private sector and a member of World Bank Group, Stewart provided advice and guidance on developing a comprehensive communications strategy for documenting and sharing business models being used to make goods, services, and livelihoods accessible to low-income people in developing countries. He advised the IFC Inclusive Business team on:
- understanding the inclusive business information needs and web usage patterns of key groups;
- analyzing existing inclusive business websites and what they offer, with emphasis on collaborative web sites;
- developing the concept for a web platform that would enable donors, investors, consultancies, and NGOs to identify inclusive business models that work.
As a consultant to SAP AG, a global enterprise software maker, Stewart helped the product marketing group increase awareness of the content and community on SAP Community Network (SCN), the company’s 2.4 million-member news and information hub for customers and partners:
- conducted interviews with customers, partners, community managers on SCN, and SAP technical and marketing staff in the US and Germany, as well as people who had a business relationship with SAP but were not aware of SCN, to understand perceptions of the site and its usefulness;
- developed and helped put into use a plan to build greater awareness of SCN by highlighting examples of the content and activity unique to SCN that make it an invaluable tool for people using SAP software;
- provided guidance and training to marketing, editorial, and social media teams on the best ways to share these examples using social media and email newsletters to customers;
- conducted a content audit and competitive analysis of the online community and marketing activity surrounding Sapphire Now, SAP’s spring conference for customers and partners. The results of this analysis helped the SAP social media team make SCN a more visible source of relevant content and interaction for Sapphire Now, as well as the fall TechEd conference series.
For Atlassian, a fast-growing maker of software development and collaboration tools, Stewart represented the company and its business collaboration product, Confluence, to potential and current customers, business partners, and the public:
- helped launch Atlassian Blogs and establish the voice of the brand by writing 96 articles over 18 months on social software adoption, collaboration, and software development;
- delivered adoption strategy and technical consulting for a diverse group of customers in North America, Europe, and Australia including Adobe, Apple, Fidelity Investments Center for Applied Technology, Johns Hopkins University, LeapFrog Enterprises, MBF Group, Pixar, PwC Australia, Records Management Association of Australasia, and Thales;
- gathered product feedback from customer interactions and collaborated with engineering and user support to refine product roadmap and development cycle;
- created the concept for Wikipatterns.com, a platform-agnostic knowledge base for collaboration and content management strategies that was sponsored and supported by Atlassian. Led development, launch, publicity, and customer outreach to build a vibrant online community;
- wrote and published a book: Wikipatterns (John Wiley & Sons, 2008): A Practical Guide to Improving Productivity and Collaboration in Your Organization;
- delivered presentations at industry conferences including Enterprise 2.0 Conference, Northern Voice 2007 & 2008, O’Reilly Tools of Change, Stanford Tech Briefing, Web 2.0 Expo, and WikiSym.
At Brown University, Stewart helped lead the Instructional Technology Group and provided guidance to faculty in the life sciences and Alpert Medical School on using technology to enhance teaching and learning:
- selected by Apple to lead one of the first six large-scale beta tests of iTunes U to capture lectures and course content for on-demand access on Mac, PC, and iOS devices;
- co-developed the Chemistry Language Project, a tool to help Brown University graduate students from non-english-speaking countries strengthen their understanding, pronunciation, and use of scientific terms. His work on this project is detailed in Chapter 20 of the book Authenticity in the Adult Language Classroom and Beyond (TESOL Press, 2009);
- Edited and self-published Using Wiki in Education (Lulu Press, 2006), a collection of case studies from educators around the world that explores the impact of collaboration tools on education.