PPT - Case Study (Sysomos)
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The document outlines the establishment of a web and social media team at Sysomos, detailing goals, strategies, and responsibilities aimed at enhancing brand awareness, community engagement, and sales. It includes a structured approach for content creation, social media management, and measurement of outcomes to optimize marketing efforts and improve customer service. Recommendations for team composition and the integration of technology platforms are provided to ensure effective execution of the social media strategy.
![11
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Social Media Measurement Tools
[Image source]
Google Dashboard
โ Customized Reports
โ Website Performance
โ Google URL builder
(Tracking campaigns)
โ Purchase behaviour
โ Conversion Goals](https://image.slidesharecdn.com/smd203-socialmediateamproposalcarolina-georgiy-mariia-sean-charmaine-carolina-180425062209/85/PPT-Case-Study-Sysomos-11-320.jpg)
![12
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Social Media Measurement Tools
[Image source]
โ Demographics
โ Psychographics
โ Geography
โ Audience
โ Technology](https://image.slidesharecdn.com/smd203-socialmediateamproposalcarolina-georgiy-mariia-sean-charmaine-carolina-180425062209/85/PPT-Case-Study-Sysomos-12-320.jpg)
![13
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Social Media Measurement Tools
โ Audience
โ Impressions
โ Clicks
โ Interactions
โ Followers Acquired
โ Engagement
โ Sponsored Campaigns
[Image source]](https://image.slidesharecdn.com/smd203-socialmediateamproposalcarolina-georgiy-mariia-sean-charmaine-carolina-180425062209/85/PPT-Case-Study-Sysomos-13-320.jpg)
PPT - Case Study (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 โ Goals & Objectives โ Strategies & Alignment โ Social Media Program Management โ Media Program Measurement โ Social Media Integration โ ROI and Social Media Outcomes โ Social Media Analytics & Reporting โ Website analytics & Reporting โ Organizational Structure & Responsibilities โ Technology Platforms โ 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 3 Business Objective Goals 1 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 4` 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 โactiveโ 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 โ Identifying target audience โ Selecting relevant platforms โ Designing and launching sponsored ads Content Strategy โ Planning and developing visual and written content โ Scheduling and publishing content Build Social Community โ Monitor and participate in social conversations Long-term execution of online and offline CRM Social Analytics โ Define success metrics โ Measuring social media campaigns โ Use data to improve future social campaigns 5 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. โ Selecting top rated and relevant performing keywords โ Integrating keywords in the website content โ Optimizing website for SEO โ Performing SEO audit โ Optimize website interface โ Analyzing website data (acquisition, audience, behavior, conversion) and identifying key insights โ Optimizing landing page (CTA, visuals, text etc.) โ Optimizing overall website content โ Responding to customers queries online 24/7 โ Understanding most common needs and demands โ Improvise services based on customer feedbacks and improve Sysomos system with web and interface developers 7 Strategies & Alignment (Web) Customer Service Management Increase Conversion Improve visibility in Search Engines
- 8. 8 VP of Marketing $53,000 $60,000 $48,900 8 Organization of Social Media Team $47,000 Social Media Manager Community Manager Social Media Content Creator Social Media Analyst $138,000
- 9. 9 9 Structure, Roles & Responsibilities Social Media Manager โ High-level program planning and strategy โ Oversee social media profiles โ Approve/Publish content Social Media Content Creator โ Conduct social listening โ Engages fans, followers & community โ Reply to feedback and comments โ Tracks, measure, and analyze data โ Monitor ROI metrics & produce reports โ SEO/SEM optimization Social Media Analyst Community Manager โ Produce, create and design content (blog posts and visuals) โ Manage content calendar โ In-charge of promotional ads (if any) on social
- 10. 10 10 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) โ Gather an inventory of all social media profiles of the brand โ Keep track of social media engagement and important KPIs โ Audit outdated content and access its effectiveness for future use/disposal โ Develop an โAlwaysโ guideline, ease of guidance for chaotic circumstances โ Disclosure of identity and personal/professional use of platforms โ Brand transparency about work culture & customer service to the public โ Develop several content calendar for different trends, seasons & businesses โ Plan, create and execute campaign strategies and tactics โ Monitor and measure the success of social media campaigns โ 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 11 Social Media Measurement Tools [Image source] Google Dashboard โ Customized Reports โ Website Performance โ Google URL builder (Tracking campaigns) โ Purchase behaviour โ Conversion Goals
- 12. 12 12 Social Media Measurement Tools [Image source] โ Demographics โ Psychographics โ Geography โ Audience โ Technology
- 13. 13 13 Social Media Measurement Tools โ Audience โ Impressions โ Clicks โ Interactions โ Followers Acquired โ Engagement โ 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 14 14 Social Media Integration
- 15. 15 15 Social Media Outcomes PLATFORM METRICS Social Media Platforms โ Aggregated Engagements (likes/reactions, post shares, comments, brand mentions) โ Number of New Followers โ Awareness (clicks and impressions) โ Increase in visitors to the website โ Maintain Positive Sentiment Analysis โ Share of Voice (the number of mentions our brand is getting compared to the competition) Leads โ Sales Ready โ 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 16 Lead Journey CLOSEATTRACT CONVERT NURTURE RETENTION
- 17. 17 ial Media KPI โ Clicks to ads/ links โ Audience Growth โ Comments & Shares โ Brand Mentions โ Increase of leads 17 Social Media and Web Analytics Website KPI โ Increase in Traffic โ Unique vs Returning Visitors โ Bounce Rate โ Page views & Session Duration โ 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 18 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 19 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 companyโs 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 20 20 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.