Gavin Donovan is the head of social media at Trend Micro, a global cybersecurity company. He has a passion for social media and is able to quickly grasp business needs and develop strategies to meet those needs using social media.
He recently executed a campaign to promote Trend Micro’s sponsorship of the Canada National team during FIFA Women’s World Cup, earning 54,706 engagements and 4,389,048 impressions of the brand’s hashtag mentions during the 30 day period. During the games, 80 percent of the hashtag mentions were by the brand’s audience and only 20 percent by Trend Micro, a feat difficult to accomplish.
Gavin is continually looking for opportunities to partner with departments and help them achieve their goals. One recent campaign resulting from such a partnership generated more than 50,000 clicks to a branded microsite in two weeks. Another video campaign initiated by Trend Micro’s CEO gained 142,000 video views on social media alone, thanks to Gavin’s strategy and guidance. Gavin also recently taught eight sessions at the company‘s national sales conference to educate its sales teams about how to use social in developing relationships, cultivating leads and closing deals.
With the help of his leadership, Trend Micro’s social channels increased 356 percent, audience size increased 20 percent and impressions increased 63 percent year over year in 2015. Additionally, blog visitors increased 33 percent, page views increased seven percent and total sessions increased 24 percent year over year in 2015.
Social media is interlaced in Gavin’s every day life, not just at work, but outside the office as well. He regularly volunteers as a speaker for the Social Media Strategies Summit, where social media leaders from various companies learn from his expertise. He also volunteers as a speaker at universities, where he speaks about social media as a career and inspires students who exhibit the talent needed to pursue it as a career. He shares a love of soccer with one of Twitter’s developers, which leads him to regularly tweet with him during Arsenal games. Among his #DadClothes (as he calls it), you’ll find T-shirts from different social media platforms and tools that he supports. As the head of Trend Micro social, a father of two, and an inspiration to many, Gavin personifies the term “social media” and is the perfect candidate for this year’s Corporate Social Media Leader of the Year.