Angela Romero is a digital strategist with 4 years of experience in social media, digital, and Hispanic marketing. She has skills in areas such as social media strategy, digital strategy, content development, analytics, and Hispanic/international marketing. She has worked with Fortune 500 brands and leverages insights to define clearly positioned marketing campaigns and flawlessly executes them to deliver high returns.

1. AR
Angela
Romero
Social Media
Digital Strategist
Hispanic Marketing
@angelalromero

2. 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.

3. AR
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

4. AR
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

6. AR
Online & Offline Campaign:
The Thread Summit
Website Execution
In-Event Branding
The Thread Summit

7. AR
Digital Strategy: AbbVie
Content Strategy
Functional
Requirements
Uncover Your Confidence

8. AR
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

9. AR
Integrated Social Media Campaign:
KP’s Social CEO
Research-based Strategies Integrated Marketing
(Cross-platform Campaign)

10. AR
Flawless Execution: KP’s Social CEO
Content Strategy Planning & Community Management

11. AR
Outstanding Results: KP’s Social CEO
Metrics ReportingBernard J. Tyson

12. AR
Global Twitter Party: Bayer
Strategy
Execution
HemoCare
Party
Outstanding Results
1 Million

13. AR
Global Twitter Strategy:
Philips Innovation
Content Strategy
Community
Management
Paid Advertising
Philips Twitter

14. AR
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

15. AR
Facebook Social Media:
Net Impact
Strategic Planning Results
In
3
month
Execution

16. AR
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%

17. AR
Website Analytics &
Reporting: Bayer

18. AR
Global Website Builds & Content
Management: Visa
Visa Security Sense

19. AR
Global Website Strategy
& Reporting and Analytics: Visa
9Visa 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%▲)
17Visa 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.
6Visa 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%▲)
5Visa 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%▲)
13Visa 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.
3Visa 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% )

20. AR
Website Strategy & Reporting / Analytics:
Visa
Visa

21. AR
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"