COOMUNICATION

TEAM PROCEDURE
MANUAL
SGA Communication team step by step description of the processes and
of the tools that can help us create a SMART social media presence and
evaluate the performances of the campaign in the long term.
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Table of Contents

COOMUNICATION TEAM PROCEDURE MANUAL 0

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Table of Contents 1
1 Introduction 2
2 Post design and management 3
2.1 Social media control sheet content preparation 3
2.1.1 Tab definition 3
2.2 Content design and creation 4
2.3 Posts management 5
2.4 Posts Publications 5
2.5 Posts performance evaluation 6
2.6 Newsletter 6
2.7 Social Media Monitoring Error! Bookmark not defined.

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1 Introduction

The following manual will specify with detail the activities carried out by the Communication Team for
Sustainable Growth Associates. The activities described here are meant to ease the process of creating
a strong social media presence and promoting SGA as the To-Go company whenever businesses think
about how are they expecting to face the future challenges concerning sustainable practices.

SGA social media campaign should be as SMART as possible:

• Specific
• Measurable
• Achievable
• Relevant
• Timely

We have to make sure to create content that is relevant to our target audience, that can be
transformed into newsletter subscriptions or email contacts, that is a realistic monthly goal, that
reflects our mission and tools and finally, that focuses on up to date topics.

The following document talks about post design and management, Newsletter design and
management, Google / Facebook / LinkedIn analytics for the webpage monitoring and social media
monitoring.

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2 Post design and management

2.1 Social media control sheet for content preparation

Designing involves creativity and research, for this reason, we should follow the tabs in
Post_schedule

2.1.1 Tab definition

a.persona_template: The first tab in the excel file is the Audience Persona Template, the template is
important since it is the basis of our campaign and it helps us understand the tone, the language, the
topics and the purpose of the communication campaign. Our to-go audience persona is a High-End
Executive. In case the target group changes, a new persona should be developed.

pains.gains_template: The second tab is the Pains and Gains of the target audience. The pains and
gains are analyzed in the life cycle approach. We are aiming to reach executives in charge during the
production processes, so thorough research is needed to understand where they have their problems
and how can SGA can assist in the process.

• When filling in the table, make sure there is a complete understanding of the step by step,
since this will be helpful to talk about the potential SGA solutions.
• Make sure to mark the priority of the topics, so if you have more than four different themes,
you know which ones will be used immediately as posts and which ones can be used as back
up topics.
• During the design of the campaign, you can talk about the pains and the gains, as well.

Post .schedule: The third tab shows the social media schedule template. The table is designed to store
all the posts in the future so that it could act as a database for future statistical analysis and
performance evaluations. The different columns should be filled as detailed as possible.

• Date
• Content type: will let us know what type of posts acts better, if it is the content created by
ourselves, if it is the content advertising our products as the Sustainable PM posted on
Mondays, or if it is posts curated from news happening in our surroundings.
• Day of the week
• Social Media Platform
• Start Time / End Time: This should be filled in for the Outlook CVS. File import.
• Topic : In this part we detail the topic from the pains.gains tab that we have decided to talk
about.

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• Facebook/LinkedIn post description : This should be filled in with the post description.
• Twitter description
• Sources of information: the source -webpage, article or anything related – from where the
information for the post was acquired.
• Hashtags: To create the hashtag please refer to the CANVA Manual and then immediately
locate the hashtags in this column.

Monday Tuesday Wednesday Friday

Facebook 8:00 AM 9am / 10 am 9 am / 10 am
LinkedIN 8:00 AM 9 am / 13 pm / 16 pm
Twitter 8:00 AM 9 am / 11 am 8 am/ 10 am

The purpose of the table is to be able to extract information in a practical and easy way. In the above
table you can find the social media starting times and dates for posting, this based on research of
traffic hours in each platform.
Metrics_template: This tab should be filled with the monthly reports transformed into percentages,
detailing:

• Type of content: This is a percentage based number, evaluate the content performance.
• Followers data in LinkedIn and Facebook
• Engagement data in LinkedIn and Facebook
• Page views in LinkedIn and Facebook
• The conversion rates: subscribers to the newsletter or emails – Website analysis
• The bounce rate in Website Analysis

2.2 Content design and creation

For the creation of the post, once the research has been done and you have defined the post topics
then the design happens in CANVA.

The Log-In details:

Username: communication@sg-associates.eu

Password: SGACommunicatio

The first step is to create a new folder with the month.

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To start the post creation then, create a copy of the SGA templates already developed and pick the
model that suits the most the purpose of your design. In case you are working with Social media posts
is the first template in the folder.

Once already in CANVA, please follow the instructions in the CANVA Manual.

Make sure that once you are done with the designs, you save them in the PNG file, store them in a
folder with the name of the week and month in the SMSchedule folder, and keep each post with the
name of the day it belongs to. Accurate naming of the files will make the process easier.

2.3 Posts management

Post management is connected to the creation of a Post Outlook Calendar.

Once the design of the posts for a week has been created, we have to import the information into the
Outlook Calendar. This will pop up a reminder with the necessary information for posting the every
day.

Proceed as follows:
1. Create a new Excel file with the name upload_”month”.

2. Use the template that shows in the tab “Outllok_template” of the Post_schedule. Make sure
the first row contains the table headlines.
3. Allocate the requested information by copying and pasting the info from one file to the other.

a. Make sure to check the dates, times and descriptions are correct.

4. Highlight the complete table, once all the information is written. Click on Formulas à Define
Name.

5. Name the data “upload_month”

6. Save As a csv, comma separated file and save it in the monthly folder used.
7. Go to Outlook
8. Click onn FileàOpen/ExportàImport/ExportàImport form another program or fileàComma
Separated Values à Browse (Look for the file”upload_month” from excel) àNextàSelect the
file from the list of “The following actions will be performed”àFinish.
9. Check the dates.

2.4 Posts Publications

The posting process is the same in different platforms:

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1. Copy and Paste the text in the column of Post description in the Post_schedule file to the post
description in the various platforms.
2. Copy and paste the hashtags at the end of the posts, from the excel table to the social media
post on different platforms.

3. Upload the picture in the PNG format, making sure of the quality of the image, that the
grammar is correct and that all of it makes sense.

4. Upload the post in the platform.

2.5 Posts performance evaluation

Make sure every 6 to 7 weeks you use google analytics to evaluate the campaign performance thinking
about these leading indicators:

• Total Sessions
• Total Page Views
• Bounce Rate
• Pages Per Session
• Average Session Duration
• Mobile vs. Desktop Traffic
• Most Common Links Shared on Social Media
Aside from these numbers, you can measure

• Engagement rates: checking on the likes in the different platforms

• Reach
• Demographics: making sure you are reaching the targeted audience
It is essential to keep periodic monitoring to modify the campaign according to the needs of the
company.

2.6 Newsletter

Userename: SGACommunication
Password: SGACommunicati0!

A newsletter is a tool created to be implemented on the website to measure the conversion rate. The
idea behind it is once we have launched the site, people that visit the SGA landing page can decide to
subscribe to our Newsletter and database for future contact.

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When starting the Newsletter campaign, be aware of this follows the creation of a monthly newsletter
that should talk about pertinent and smart content that can only be seen as added value for a pre and
post costumers engagement.

There are three different templates already created, which can be adapted to further uses.

The Newsletter is presently divided into three different parts:

• What’s new? : This section talks about current worldwide news that can impact in a positive
way our costumers and subscribers business models or topics that can help them create
impact.

• SGA – TNS Insights: This section is designed to contain SGA Associate opinion or personal
contribution.

• Call for action: This section is designed to engage with the costumers and call them for action,
show them sustainable practices, talk about congresses, maybe online webinars.

The Newsletter is meant to work in a Monthly design.

Figure 1 Newsletter Template

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