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Angela

Romero

Social Media

Digital Strategist

Hispanic Marketing

@angelalromero

AR

Angela Romero

Skills Portfolio ü  Social Media Strategy & Execution

ü  Digital Strategy & Project Management

ü  Content Development & Community Management

ü  Website Analytics & Reporting

ü  SEO & SEM

ü  Social Media Analytics

ü  Hispanic & International Marketing

Client Roster

I’m an entrepreneurial, digital executive and leader with 4 years of

experience in product, social media and digital marketing.

I leverage analytical tools and consumer insights to define clearly

positioned marketing campaigns for Fortune 500 brands.

More importantly, I flawlessly execute campaigns. placing a

premium on supporting business objectives and delivering high

returns.

 

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Digital Strategy & Project Management:

Salesforce  

Budgeting & Planning

Scope

2

May ! June! July! August!

W2! W3! W4! W5! W1! W2! W3! W4! W1! W2! W3! W4! W5! W1 ! W2! W3! W4

Discovery & Planning

Content

Design

Development

Discovery & Recommendations

Discovery and recommendations (Time spent to date; already billed through) $4,300

Content

Copy deck set up, site map, wire frame $3,000

Content Creation and Proofing* To be scoped separately by account team

Design

Site Mockups $2,000

Development

Homepage creation; interior page cleanup $4,000

Client training $500

TOTAL $9,500

Discovery & Planning Content Design Development

Schedule

Budget (Revised: 06.17.2013) Quote $9,500 includes the following:

•  Homepage redesign & build of homepage

•  Standard, minimal interior page design with uniform header and simple side navigation, FH will build the template version of the interior page but will not build out every page.

The following is not included: •  Creation of new copy •  Interactive map •  Sustainability story info graphic •  Purchase of images

Expected completion by September 2013

Project will consist of 4 phases

Content Strategy

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Digital Strategy: Salesforce

 Information Architecture Analysis

Our Platform

Our Product

Operations

Sales Tools

Earth Month

Employees

Recycling & Composting

Guidelines at HQ

Worldwide Office Recycling

Volunteer during Earth Month

FAQs about Salesforce monitors

Bike to Work in San Francisco

Building Temperature

Environmental Success Stories

Green Team

San Mateo Electric Vehicle

Charging Station

What You Can Do

North America Reusable

Biking to Offices Worldwide

Bike to Work Day

SALESFORCE SUSTAINABILITY SITE!!

The sustainability site is composed of the following categories and pages. In reviewing the site, we have identified a few pain points / areas of opportunity:

•  Lack of consistency in headers •  Lack of consistency in top navigation •  Very little content on some pages •  Outdated content, and hidden pages

Current Site Structure!

Our Platform

Our Product

Operations

Sales Tools

Earth Month

Employees

Recycling & Composting

Guidelines at HQ

Worldwide Office Recycling

Volunteer during Earth Month

FAQs about Salesforce monitors

Bike to Work in San Francisco

Building Temperature

Environmental Success Stories

Green Team

San Mateo Electric Vehicle

Charging Station

What You Can Do

North America Reusable

Biking to Offices Worldwide

Bike to Work Day

SALESFORCE SUSTAINABILITY SITE!!

The sustainability site is composed of the following categories and pages. In reviewing the site, we have identified a few pain points / areas of opportunity:

•  Lack of consistency in headers •  Lack of consistency in top navigation •  Very little content on some pages •  Outdated content, and hidden pages

For example, the pages that are grayed out are not easily accessible by users visiting the site.

Current Site Structure!

SALESFORCE SUSTAINABILITY SITE!!

ABOUT SUSTAINABILITY @ SALESFORCE.COM

GOING GREEN @ THE OFFICE

EARTHFORCE / VOLUNTEERING

GREEN TRANSPORTATION

SUSTAINABILITY SITE HOME

•  Our Platform & Product •  Environmental Policy •  Supplier Code of Conduct •  Sales Tools* •  Data Centers* •  Renewable Energy PDF*

•  Recycling & Composting •  FAQs about Monitors •  Building Temperature •  Reusables •  Additional info about

facilities*

•  Bike to Work •  Electric Vehicle

Charging Stations •  Business Travel* •  Bio Diesel Bus*

•  Earthforce •  Volunteer Opportunities •  Tips / What you can do •  Environmental Success

Stories

CONTACTS PROMO 1** PROMO 2**

* Area of opportunity for new content creation ** Promo 1 and Promo 2 are areas designated areas for special events and infographic features

Proposed Solution!

Strategic

Recommendations

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Digital Strategy & Project Management:

The Thread Summit

Budgeting & Planning Information Architecture

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Online & Offline Campaign:

The Thread Summit  Website Execution     In-Event Branding  

The Thread Summit  

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Digital Strategy: AbbVie

Content Strategy

Functional

Requirements

Uncover Your Confidence

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Real Time Marketing: Google

•  Worldwide blogger outreach

for World Cup 2014

•  Real-time social media

marketing

•  Social media listening and

analytics in a “war room”

setting

•  Identified influential bloggers

in LATAM markets and

executed a targeted blogger

campaign

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Integrated Social Media Campaign:

KP’s Social CEO

Research-based Strategies Integrated Marketing

(Cross-platform Campaign)

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Flawless Execution: KP’s Social CEO

Content Strategy Planning & Community Management

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Outstanding Results: KP’s Social CEO

Metrics Reporting Bernard J. Tyson

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Global Twitter Party: Bayer

Strategy

Execution

HemoCare

Party

Outstanding Results

1 Million

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Global Twitter Strategy:

Philips Innovation

Content Strategy

Community

Management                                Paid Advertising

Philips Twitter

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LinkedIn Strategy: Biogen Idec

Action Plan Timeline outlining next steps for the next six months

February(( March( April(( May(( Jun(( July((

Content(crea5on(1st(round((

Upda5ng(LinkedIn(page((

Using(content(1st(round(

Content(crea5on(2nd(round((

Using(content(2nd(round(

1

*(We(are(es5ma5ng(that(it(will(take(1(month(to(create(content(for(the(following(3(months.(This(process(incorporates(content(crea5on,(incorporate(client(revisions,(and(legal(revisions.(((

2

3

4

5

Publishing Content streams

•  Brand descriptions and values

•  Research and development highlights

•  Case studies •  White papers

LANDING PAGE CAREERS

10#

•  Major company announcements •  Company news •  Executive visibility content •  Brand announcements •  Corporate citizenship efforts

(Ex. Care Deeply Day) •  Company sustainability efforts •  Research and development

highlights •  Partnership news •  Foundation updates and

information •  Trade show activities •  Career highlights •  Employee highlights

PRODUCTS & SERVICES

•  Open jobs •  Biogen Idec culture

highlights •  Biogen Idec

employee programs

Overarching Reasoning LinkedIn makes sense because…

LinkedIn has more than 225 million members in over 200 countries and territories. There are over 5.7 million U.S. members who identify themselves in the healthcare space. It continues to grow, as professionals are signing up at a rate of approximately two new members per second. LinkedIn is a great way to develop individual relationships with key stakeholders. Healthcare professionals use LinkedIn to keep up to date with companies and people they are interested in. They also follow companies that they are interested in working for. Companies that are highly regulated by the FDA have proven that they can succeed on LinkedIn and do so without regulatory scrutiny. In addition, most large biotech companies have a presence on LinkedIn (Genentech, Roche & Bayer HealthCare).

LARGE PROFESSIONAL

NETWORK

DEVELOP RELATIONSHIPS

TESTED BY INDUSTRY

3"

Strategic Planning

Insights-Driven Strategy

Supporting Tactics

Account Architecture Re-Establish the company page

Update the company description, specialties and company information so they include all relevant information and create the content to be SEO friendly since the company pages on LinkedIn are highly indexed in search engines. Create the sub pages for Biogen Idec careers, key products and services that will highlight the work that Biogen Idec is doing. Companies with Products & Services pages have twice as many followers on average. These can include videos, white papers, case studies and news updates and can be updated on a regular basis. The company page has a “Company Status Update” that will be the key vehicle for content. The status update will be on the landing page of the company page and any content produced will go into the LinkedIn news feeds of all Biogen Idec followers. We will establish an editorial calendar to continually update company followers with relevant news from Biogen Idec.

COMPANY IDENTITY

7"

SHOWCASE CAREERS, PRODUCTS & SERVICES

COMPANY STATUS UPDATES

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Facebook Social Media: Net Impact Strategic Planning Results

In  3  month    

Execution

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Social Media Training Sessions: Various Clients

Twi$er'Quick'Tips' 2.'Maintain'Visibility:'Tweet%regularly%

between%8am07pm%

4.'Spread'the'Love:'Follow%those%who%retweet%you%

3.'Engage:'Tweet%at%people,%have%conversa:ons%

5.'Share'Unique'Content:'Tweet%interes:ng%&%newsworthy%links%whenever%possible%

6.'Tweet'What'You'See'When'&'Where'You'See'It:'Timely%updates%are%key!%

7.'Be'Concise:'Leave%space%for%hashtags,%@replies,%as%well%as%links.%Save%22%characters%for%shortened%links.%%

1.'Don’t'Be'Afraid'to'Lurk:'It’s%okay%just%to%follow%others%and%consume%their%content%

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Website Analytics &

Reporting: Bayer

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Global Website Builds & Content

Management: Visa

Visa Security Sense

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Global Website Strategy

& Reporting and Analytics: Visa

9 Visa Confidential

Australia Overview

All metrics presented filtered to exclude traffic from FleishmanHillard and the Visa network unless otherwise noted.

Top Content 1 Index 303

2 Preventing Fraud 110

3 For Merchants 87

0

50

100

150

200

250

Jul 1- Jul 7

Jul 15 - Jul 21

Jul 29 - Aug 4

Aug 12 - Aug 18

Aug 26 - Sep 1

Sep 9 - Sep 15

Sep 23 - Sep 29

FY2013 Q4 Visits Traffic Snapshot Total Visits 726 (680% ▲)

Unique Page Views 548 (1600%▲)

Av Time On Site 1:52 (17% )

Bounce Rate 60% (34%▲)

17 Visa Confidential

FY14 Recommendations UX Testing

•  Analysis reveals that the Fraud News section is the most popular section on all sites. However, that section is “hidden” on the index page as users can only access it on the third carousel or on the recent fraud news promo.

•  To increase social sharing, the sharing buttons should easily accessible to the user. For example, add a floating sidebar of sharing buttons.

•  Currently, users are only able to share on Facebook, Twitter and email. Adding a wide range of sharing buttons like Reddit, Submit, and StumbleUpon would increase social sharing of content.

Exponential Growth On Local Markets

•  The ES Mex Homepage visits increased by 240% since last quarter. •  Total visits to the ES Mex site increased by nearly 200% since the last quarter.

•  Since last quarter, visits from local markets increased sharply, Colombia (47%), Argentina (32%), Australia (70%).

•  Asia and Oceania are the 3rd and 4th top continents accessing the VSS sites. There is a possibility to capture that market by creating a VSS tailored to APCEMEA.

Top Tier Media Coverage As Traffic Drivers

•  On May 21, Yahoo Finance, NYTimes blog, and Money MSN, covered the Fraud News Section of the VSS English site, generating 472 views.

•  On the Australia site, there was a sharp increase in traffic during the week of August 19 – 25. This increase in traffic was a result the article Visa launches VisaSecuritySense to educate retailers on online security published on RetailBiz.com.au.

6 Visa Confidential

Brazil Overview

All metrics presented filtered to exclude traffic from FleishmanHillard and the Visa network unless otherwise noted.

0

500

1000

1500

2000

2500

Apr 1 - Apr 6

Apr 14 - Apr 20

Apr 28 - May 4

May 12 - May 18

May 26 - Jun 1

Jun 9 - Jun 15

Jun 23 - Jun 30

FY2012 Q4 Visits

Top Content

1 Index 2,398

2 Como Evitar Fraude 1,166

3 Como a Visa Protege 553

Traffic Snapshot Page Views 5,518 (6% )

Unique Page Views 4,674(6% )

Av Time On Site 1:24 (6%▲)

Bounce Rate 66%( 2%▲)

5 Visa Confidential

Mexico Spanish Overview

All metrics presented filtered to exclude traffic from FleishmanHillard and the Visa network unless otherwise noted.

Top Content 1 Index 3,089

2 Fraud News 2,897

3 Phishing Attack 1,342

0

50

100

150

200

250

Jul 1- Jul 7

Jul 15 - Jul 21

Jul 29 - Aug 4

Aug 12 - Aug 18

Aug 26 - Sep 1

Sep 9 - Sep 15

Sep 23 - Sep 29

FY2013 Q4 Visits Traffic Snapshot

Page Views 1,672 (33%▲)

Unique Page Views 1,456 (55%▲)

Av Time On Site 2:56 (86%▲)

Bounce Rate 81% (25%▲)

13 Visa Confidential

Brazil Traffic Analysis •  Traffic on the Brazil site remained relatively stable. The site garnered 5,518

page views and 4,674 unique page views.

•  Visits from Brazil decreased slightly by 6%, yet still accounted for nearly 3,000 visits to the site.

•  Average time on site increased slightly by 6%.

•  Additional keyword searches reveal that users are looking for Visa fraud news in Portuguese - “dicas de segurança visa brasil” and “dicas para lojistas.

•  The top city continues to be Sao Paulo, generating nearly 700 visits to the site, followed by Rio De Janeiro with about 320 visits.

•  Four out of the top ten cities generating the most traffic are from Brazil (Sao Paulo, Rio de Janeiro, Belo Horizonte, and Brasilia. This suggests that there is a large market interested in the content.

3 Visa Confidential

United Stated English Overview

All metrics presented filtered to exclude traffic from FleishmanHillard and the Visa network unless otherwise noted.

Top Content 1 Index 3,089

2 Fraud News 2,897

3 Phishing Attack 1,342

En US Index 2.55K

Preventing Fraud 404

En US Index 189

How Visa Protects

79

How Visa Protects

314

Resources 65

0 100 200 300 400 500 600 700 800 900

1000

Jul 1- Jul 7

Jul 15 - Jul 21

Jul 29 - Aug 4

Aug 12 - Aug 18

Aug 26 - Sep 1

Sep 9 - Sep 15

Sep 23 - Sep 29

FY2013 Q4 Visits

Visitors Flow

Traffic Snapshot Page Views 10,006 (17% )

Unique Page Views 8,681 (18% )

Av Time On Site 1:45 (17% )

Bounce Rate 72.12% (7% )

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Website Strategy & Reporting / Analytics:

Visa Visa

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Competitive Positioning Strategy &

Research / Insights: Various Clients

2"

•  McKesson(led(the(group(in(number(of(social(men6ons(in(the(six(months(analyzed((August,(19(2013(–(January,(17(2014),(with(28,107(posts((38%(of(total(posts).((Cerner"also"held"38%"of"the"conversa4on,"but"with"a"slightly"less"number"of"men4ons."Cardinal"Health"followed"with"21%"and"AmerisourceBergen"Corp"had"only"3%"of"the"conversa4on."Overall,"McKesson"and"Cerner"dominated"the"conversa4on,"but"both"ruled"different"channels."McKesson"led"Online"News"and"Cerner""led"TwiIer"conversa4on.""

•  More(than(half(of(the(posts(men6oning(McKesson(occurred(in(Online(News((69%).(TwiIer"trailed"behind,"garnering"30%"of"the"conversa4on"volume."Blogs"and"Forums"generated"1%"and"0.3%"of"the"conversa4on,"respec4vely."News"during"this"period"was"driven"by"buyout"stories"(Celesio"AG"takeover),"earnings"announcements"and"other"financeQrelated"stories."

•  The(majority(of(conversa6on(around(Cerner(Corpora6on(occurred(in(TwiRer((61%).(Online"News"men4ons"followed,"accoun4ng"for"31%"of"total"conversa4ons."Cerner"employs"many"good"TwiIer"prac4ces,"which"is"why"they"hold"such"a"large"volume"of"conversa4on,"large"follower"base,"and"high"engagement."For"example,"Cerner"live"tweets"from"main"trade"events"like"the"J.P."Morgan"Healthcare"conference."They"also"share"relevant"industry"news"and"engage"with"influencers."(

•  Nearly(90%(of(Cardinal(Health(social(posts(were(in(Online(News((88%).(TwiRer(followed(with(11%(of(the(conversa6on(volume.(Blogs(and(forums(did(not(generate(a(significant(amount(of(conversa6on.(Similar"to"McKesson,"the"bulk"of"the"conversa4on"was"a"result"of"earnings"announcements."For"example,"a"main"thread"covered"by"trade"and"financial"outlets"was"when"their"credit"ra4ng"was"affirmed"and"remained"at"BBB+.(

•  A(majority(of(conversa6on(men6oning(AmerisourceBergen(Corp.(occurred(in(Online(News((95%).(TwiIer"men4ons"followed,"accoun4ng"for"4%"of"total"conversa4ons."Similar"to"most"companies,"the"bulk"of"the"conversa4on"was"a"result"of""earnings"announcements"made"in"Online"News."For"example,"on"December"10"there"was"a"press"release"announcing"that"Walgreens"had"invested"in"the"company"which"generated"a"conversa4on"spike."However,"the"volume"of"coverage"of"AmerisourceBergen"Corp."was"significantly"lower"than"its"compe4tors.""

Key(Findings(/(Recommenda6ons((

Findings'are'based'on'a'Sysomos'social'media'monitoring'service'search'of'GoodData'and'compe9tors'from'August'19'to'February'17,'2013.''

6"Findings'are'based'on'a'Sysomos'social'media'monitoring'service'search'of'GoodData'and'compe9tors'from'August'19'to'February'17,'2013.''

•  More%than%half%of%the%posts%men/oning%McKesson%occurred%in%Online%News%(69%).%Twi&er"trailed"behind,"garnering"30%"of"the"conversa:on"volume."Blogs"and"Forums"generated"1%"and"0.3%"of"the"conversa:on,"respec:vely.""

•  The"highest"peak"which"occurred"on"October"24""corresponds"to"the"announcement"of"McKesson’s"takeover"bid"for"German"compe:tor"Celesio"AG."The"release"generated"Twi&er"cha&er"among"business"and"pharmaceu:cal"influencers."The"second"peak"which"occurred"on"January"14,""corresponds"to"a"news"release"announcing"that"Fitch"Ra:ngs"downgraded"the"longPterm"ra:ngs"of"McKesson"Corp"to"'BBB+'"from"'AP'."The"ra:ng"outlook"generated"nega:ve"press"and"social"charter"for"the"company.""

•  In"Online"News,"the"conversa:on"in"general"became"somewhat"nega:ve"and"controversial"aUer"McKesson"made"a"bid"for"Celesio"AG,"but"was"not"able"to"follow"through"with"it."In"general,"the"bulk"of"the"conversa:on"was"a"result"of"several"earnings"announcements"which"is"typical"for"a"publicly"traded"company.""

•  On"Twi&er,"the"conversa:on"revolved"around"job"offers"and"financial"data."There"was"very"li&le"engagement"and"conversa:on"threads"that"would"suggest"a"stable"Twi&er"community."In"fact,"the"follower"growth"of"McKesson’s"handle"is""low,"increasing"only"about"1,000"followers"in"the"past"six"months."

•  It’s"important"to"note"that"some"stakeholders"are"ac:vely"comparing"McKesson"against"other"compe:tors"like"Cardinal"Health"on"Twi&er."For"example,"in"the"screenshot"below"a"stakeholder"says"that"McKesson"is"having"trouble"with"their"distribu:on"and"that"Cardinal"Health"is"not.""

•  Blogs"accounted"for"1%"of"McKesson"conversa:on."Most"of"the"posts"were"about"McKesson‘s"failed"deal"with"Celesio"AG"and"earnings"announcements.""

•  Main"conversa:on"drivers"were"typical"for"the"ver:cal"such"as"healthcare,"management,"business"and"a"focus"on"global."

1.%McKesson%

Announcement"of"takeover"offer"for"German"compe:tor"Celesio"AG"

McKesson's"LPT"Ra:ng"to"'BBB+"press"release""

19#

Twi$er' Facebook'' YouTube' Pinterest' Website''

California'Walnuts'

!#11.5k#followers#

!#37.4k#likes#

!#106#subscribers#

!#820#followers#

!#UVs#18.1K##

CA'Almond'Board'

!#1k#followers#

!#71.4k#likes#

!#136#subscribers#

!#UVs#NA#

CA'Pistachio'Research'

Board'

!#UVs#NA#

American'Pistachio'Growers'

'

!#1.3k#followers#

!#19k#likes#

!#1#subscribers#

!#173#followers#

!#UVs#NA#

Pistachio'Health'

InsAtute'

!#1#k#followers#

!#1.7k#likes#

!#173#followers#

!#UVs#NA#

CA'Peanut'InsAtute'

!#189#followers#

!#233#likes#

!#5#subscribers#

!#UVs#NA#

Social'Scorecard''

*#The#CA#Pistachio#Commission#and#CA#Pecan#Growers#AssociaIon#were#not#menIoned#because#they#did#not#have#any#properIes##

3"

Compe&&ve(Snapshot(by(Share(Of(Voice(((

Findings'from'the'last'six'months;'reported'using'Sysomos'

GoodData"15%"

Birst"20%"

Pentaho"31%"

Tableau"So;ware"34%"

Compe&&ve(Ranking(("1."Tableau"So;ware"2."Pentaho"3."Birst""4."GoodData"