A case study created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (April 2018). A social media team proposal for the company, Sysomos, a project collaboration with 5 other post-graduate students of the program. I was in charge of some slides and designed the presentation for the group. Tool used: Microsoft Powerpoint The analysis and logo use is only for academic learning purposes. Logos are copyrighted to Sysomos.

1. Establishing A Web
& Social Media Team
Carolina Carbonaro | Carolina Feng Chen | Charmaine Deogracias
Georgiy Ivanchenko | Mariia Kutlakhmetova | Sean Dmello
April 21, 2018. Seneca College
*Sysomos logo is copyrighted, only for academic use.

2. Agenda
● Goals & Objectives
● Strategies & Alignment
● Social Media Program Management
● Media Program Measurement
● Social Media Integration
● ROI and Social Media Outcomes
● Social Media Analytics & Reporting
● Website analytics & Reporting
● Organizational Structure & Responsibilities
● Technology Platforms
● Recommendations

3. Reinforce the marketing objectives of the company by creating and executing
social media communication and digital strategies to generate global leads,
drive revenue and position the company as a thought leader in the industry.
Increase Brand Awareness
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Business Objective
Goals
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2
3
Community Engagement
Drive Sales and Leads
To make Sysomos relevant to potential buyers
To keep Sysomos updated of social conversations about the company, effective and efficient
On customer feedback and product concerns and develop solutions
To improve ROI & keep growth on uptrend

4. Optimize Presence
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Social Media Goals
Increase Awareness
Strengthen
Engagement
Social Community
Customer Service
B2B Relationships
Increase awareness of Sysomos Inc. and its analytics software among prospective B2B
customers by an aggregated 10% growth in the number of followers and engagement
across all platforms monthly.
To engage existing and prospect customers with Sysomos Inc. through relevant created and
curated content. Promote content that positions the company as thought leader in the SAAS
market space. A 6-2-2 formula for content posting will be followed, 6 original content, 2
curated and 2 shared posts a month will be the baseline across all social platforms.
To optimize presence on “active” social platforms, and leave out on the less active ones
where prospective leads are not predominant.
To build a strong social community around the company, a network of advocates that will
promote brand loyalty for long term growth
To sustain B2B relationships with current social media platforms provided in the software.
To provide an effective social customer service, by replying within the hour from posting
time of queries, comments and feedback on social media channel.
4

5. Promotion Strategy
● Identifying target audience
● Selecting relevant platforms
● Designing and launching
sponsored ads
Content Strategy
● Planning and developing
visual and written content
● Scheduling and publishing
content
Build Social Community
● Monitor and participate in social
conversations
Long-term execution of
online and offline CRM
Social Analytics
● Define success metrics
● Measuring social media
campaigns
● Use data to improve future
social campaigns
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Strategies & Alignment (Social Media)
Measuring ResultsEngaging AudiencesRaising brand awareness

6. 6
Website Analytics Goals
Optimize website presence
to rank on top of SERPs
To analyze website data and
improve future marketing campaigns
To provide an effective online customer service
and increase conversion and retention rate

7. ● Selecting top rated and
relevant performing
keywords
● Integrating keywords in the
website content
● Optimizing website for SEO
● Performing SEO audit
● Optimize website interface
● Analyzing website data
(acquisition, audience,
behavior, conversion) and
identifying key insights
● Optimizing landing page
(CTA, visuals, text etc.)
● Optimizing overall website
content
● Responding to customers
queries online 24/7
● Understanding most common
needs and demands
● Improvise services based on
customer feedbacks and
improve Sysomos system with
web and interface developers
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Strategies & Alignment (Web)
Customer Service
Management
Increase
Conversion
Improve visibility in
Search Engines

8. 8
VP of Marketing
$53,000
$60,000
$48,900
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Organization of Social Media Team
$47,000
Social Media Manager
Community
Manager
Social Media
Content Creator
Social Media
Analyst
$138,000

9. 9
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Structure, Roles & Responsibilities
Social Media Manager
● High-level program planning and strategy
● Oversee social media profiles
● Approve/Publish content
Social Media
Content Creator
● Conduct social listening
● Engages fans, followers & community
● Reply to feedback and comments
● Tracks, measure, and analyze data
● Monitor ROI metrics & produce reports
● SEO/SEM optimization
Social Media Analyst
Community Manager
● Produce, create and design content
(blog posts and visuals)
● Manage content calendar
● In-charge of promotional ads (if any) on social

10. 10
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Social Media Program Management
Team Guidelines
Tone & Voice
Risk Management
Onboarding System
Manage salesforce onboarding platform for ease of use by new employees
on CRM & social (pre-planned customized Salesforce trailheads)
● Gather an inventory of all social media profiles of the brand
● Keep track of social media engagement and important KPIs
● Audit outdated content and access its effectiveness for future use/disposal
● Develop an “Always” guideline, ease of guidance for chaotic circumstances
● Disclosure of identity and personal/professional use of platforms
● Brand transparency about work culture & customer service to the public
● Develop several content calendar for different trends, seasons & businesses
● Plan, create and execute campaign strategies and tactics
● Monitor and measure the success of social media campaigns
● Oversee and strengthen social media presence of the brand/product
Identify and develop a personalized tone and voice to the social media posts
and the responses that will differentiate the brand from other platforms
Monitor negative posts, comments and mentions of the brand in social media
platforms professionally while following brand tone and voice

11. 11
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Social Media Measurement Tools
[Image source]
Google Dashboard
● Customized Reports
● Website Performance
● Google URL builder
(Tracking campaigns)
● Purchase behaviour
● Conversion Goals

12. 12
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Social Media Measurement Tools
[Image source]
● Demographics
● Psychographics
● Geography
● Audience
● Technology

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Social Media Measurement Tools
● Audience
● Impressions
● Clicks
● Interactions
● Followers Acquired
● Engagement
● Sponsored Campaigns
[Image source]

14. Website and Social Channels
SysomosWebsite, Twitter, Facebook, Linkedin
CRM Tools
Salesforce Marketing Cloud
Integrate with all social platforms and website
Integrate with multiple departments
Person Responsible
Social Media Analyst
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Social Media Integration

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Social Media Outcomes
PLATFORM METRICS
Social Media
Platforms
● Aggregated Engagements
(likes/reactions, post shares, comments, brand mentions)
● Number of New Followers
● Awareness (clicks and impressions)
● Increase in visitors to the website
● Maintain Positive Sentiment Analysis
● Share of Voice (the number of mentions our brand is getting
compared to the competition)
Leads
● Sales Ready
● Market Ready

16. 16
Campaign
Entry
Leads
Accounts
Contacts
Opportunities
Sales
Closed
Customer
Retention
ASSIGNED TO
Content Creator
ASSIGNED TO
Content Creator
Community Manager
ASSIGNED TO
Community Manager
Content Creator
ASSIGNED TO
Legal | Sales
Accounts
Customer Service
ASSIGNED TO
Community manager
Content Creator
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Lead Journey
CLOSEATTRACT CONVERT NURTURE RETENTION

17. 17
ial Media KPI
● Clicks to ads/ links
● Audience Growth
● Comments & Shares
● Brand Mentions
● Increase of leads
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Social Media and Web Analytics
Website KPI
● Increase in Traffic
● Unique vs Returning Visitors
● Bounce Rate
● Page views & Session Duration
● Conversion Goals (CTA)
Should be done on a weekly basis in order to to evaluate the
performance of the social media activities and website optimization
Social Media KPI Website KPI
Analysis & Reporting

18. 18
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Technology Platforms
Sysomos
Hootsuite
Salesforce
Google Analytics
SEMrush
To monitor social conversations about the company across
platforms for sentiment analysis.
To manage social media posts across channels, track
mentions and comments and reply in one integrated platform
To collect and monitor leads, track insights, engage directly
with leads and create email marketing
To measure website traffic, analyze its performance and
gain audience insights
To audit SEO and analyze competitive intelligence on
backlinks and organic traffic
Integrated Partner

19. 70 19
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Budget and ROI
BUDGET (Annual)
PROFESSIONALS TO BE HIRED
Social Media Manager $60,000
Social Media Analyst $47,000
Social Media Content Creator $53,000
Community Manager $48,900
TOOLS
Hootsuite $1,188
SEMrush $1,188
TOTAL $211,276
Medium sized - Large sized
business in North America
= 170,833
Conversion rate for B2B SaaS /
Software is 7%
= 12,000 potential customers
Sysomos platform cost = $3000
customers yearly
TO BREAK EVEN

20. Hire a professional Digital Marketing and Social Media team to
achieve company’s business goal
Convert current marketing team members to compose the social
media team for more focused and dedicated roles and responsibilities
Measure biweekly and improve performance based on insights or
adjust marketing strategies accordingly
Consider paid internships (social media graduates) to train a pool of
talents that the company can nurture as long-term assets
Use Hootsuite Platform Professional Plan to schedule and post
content on the selected social media networks
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Recommendations
1
2
3
4
5

21. Thank You!
This is a project collaboration. I (Carolina Feng) contributed to some slides
and also in charged of designing the presentation.
*Logos are copyrighted to Sysomos, they have been used only for academic learning purpose.