Socjomania - strategy services

Katarzyna Młynarczyk
CEO, SERVICE DESIGN LEAD,
DIGITAL STRATEGY
For the first few years, since we started Socjomania  
in 2009, our main offering was digital marketing
education. We have been labeled as a training
company, despite the fact that our portfolio has
grown significantly since then.
We have delivered over 100 strategic projects  
working with the largest brands in Poland.
This document outlines our expertise and offering  
in the field of planning and strategic consulting  
in 4 areas: innovation, marketing, sales and HR.

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about us
strategy: innovation
strategy: marketing
strategy: sales
strategy: HR

Socjomania is a team of experts
in strategic planning, digital
transformation and service
design.
We have been operating since 2012  
as a consulting and training company
whose main mission is constant
development - development of our
clients and their companies, as well as
our employees and their expertise.
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We have delivered over 100 strategic  
and research projects. We have designed
and conducted over 25 processes  
and workshops to optimize products  
and services of companies using service
design methods. We have trained over
6,000 organizations.

Our products and services  
are based on three pillars:
We introduce companies to the digital world. We solve problems  
and introduce companies to internet marketing and communication,  
as well as creating new products and services.
new
expertise
experience, knowledge, skills
in business digitalization
—›
—›
—›
new business
models
using the potential of
digital technologies
new methods  
of working
changes in organizational culture,
employee and company development
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What is
important to us?
We want to inspire and spread good energy and positive
approach. We expect the same from our customers  
and partners.
A constant thirst for knowledge, a mixture of skills 
and a search for new challenges are the values that you
can expect from us and which distinguish us from other
companies on the market.
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Our approach  
and working methods
We are a partner of the Digital Marketing
Institute in Poland. Our leaders are
certified Digital Marketing Institute
trainers who regularly update their
knowledge and use it on a daily basis  
in strategic, digitalization, and training
projects.
When creating marketing strategies  
for our clients, we use the SOSTAC
strategic planning model, developed  
by PR Smith Institute,
In a constantly changing world, flexibility  
and personalization are our response  
to the needs of our customers.
as well as RACE Planning Framework 
for setting goals and planning digital
activities.
We use Service Design methodology  
and Design Thinking approach
extensively.
We are co-founders of the Service  
Design Network Poland Chapter  
and are members of global programs
such as TW:IN TrendWatching's Insight
Network.
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Strategy services  
by Socjomania are tailored
to specific areas of your
company's activities:
strategy:
marketing
strategy:
HR
strategy:
innovation
strategy:
sales

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strategy: sales
strategy: HR
Strategy: innovation
Introduction

Strategy:
innovation
Each company needs to regularly update
its offer, but also its business model  
and organizational culture. And we know
what is difficult for companies - it is
change. Change in behavior, activities,
goals or tools. Change is challenging for
each of us, therefore, as Socjomania,  
we do everything to make it easier for
our clients' teams.
We help companies design and execute
processes of gathering data and using  
it to fuel changes of products, services,
customer service, or sales.
The biggest challenge for companies, defining  
their ability to compete in the digital environment,  
is flexibility and curiosity - both in business 
and in processes of innovation.
We show and teach how to use data  
to generate solutions and how it can
translate into real business change.
We use our experience with service
design methodology and design
thinking tools, as well as system thinking,
traditional and digital research, target
group analyses, or competitor  
and trends analyses.
This allows us to design comprehensive
strategies of new services and optimize
existing ones.
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MartynaTarnawska
SERVICE DESIGN LEAD

What our innovation
processes are based on?
human-centered
design
Our customers
rule
By using design thinking and human-
centered design approach, we can
provide solutions that are expected  
by the market and your recipients.
together =
better and faster
We believe in
co-creation
Co-creation with customers,
partners and competitors brings
new ideas and opportunities to
implement them.
37% faster
16% more efficiently 
Work in agile
methodologies
Agile methodologies increase  
not only the pace of work, but also  
its efficiency (Turner, 2020). That is
why we design processes based  
on sprints, innovations and constant
performance measurement.
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Range of services
Directing brand strategy
Optimizing digital services
Digitalization strategy for organizations
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Update your vision, product and service offer.
Develop competitive advantage.
Directing
brand strategy
Customer Experience Mapping -
mapping your current services  
and your customers’ experiences.
Employee Experience Mapping -
reconstructing your employee's
journey and analyzing their
experiences.
Social listening - analysis of
mentions and image of your
competitors or benchmarks  
to identify key values  
and differentiators.
Traditional research (interviews,
point of sale observations, service
safari) and digital research (surveys,
remote interviews, social listening,
user behavior analysis) to analyze
customer preferences, motivations
and problems.
Analysis of macrotrends, trends  
and forecasts for markets, selected
services or target groups.
Ideation and innovation workshops
aimed at generating new solutions
based on data.
Auditing, planning and optimizing
lead generation activities in digital
channels.
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Optimizing
digital services
Use digital channels more effectively  
to achieve your business goals.
Digital services audit - identifying key
elements to be changed, improved  
or added to increase efficiency.
UX analysis of your services - verifying
effectiveness, correctness of
implementation and technologies used.
Brand ecosystem analysis, identifying
channels and touchpoints between  
the customer and your brand.
User Journey Mapping - to recreate  
user activity and identify their problems
and needs related to your service.
Trends analyses and analyses of
competitors’ digital activities.
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Digitalization strategy
for organizations
Planning company preparation  
for changes, planning activities
accompanying the change, planning
evaluation of changes. 
Developing cooperation framework
and managing the transformation
project together with the client's
team.
Change management strategy,
identifying possible scenarios  
and necessary actions.
Workshops and trainings for staff  
and partners, covering active
listening, life-long learning, critical
thinking, digital literacy, design
thinking, creativity and analytics.
Analysing effectiveness of the digital
transformation process and defining
evaluation criteria and frequency.
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Prepare your organization, and your team,  
for a change of business model.

Case studies
Continental
Codecool
Construction sector
Fundacja PKP (Polish State Railways Foundation) x GovTech
Stowarzyszenie Edukatorów Leśnych (Association of Forest Educators)
Noyen
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Continental
Conducting a research project (desk
research, interviews, surveys, social
listening).
Defining target groups and B2B
marketing personas.
Generating 122 ideas during a workshop  
(with over 70 employees attending) -
20% of which were validated with
Business Model Canvas, and 10 of which
were selected for implementation.
Together, we generated 10 concepts
for new solutions that closely meet  
the needs of the target group in  
the company’s B2B segment.  
The concepts will be implemented  
in the coming years.
In addition, we developed a concept of
change in corporate communication
and sales. We inspired the client's team
to change the style and methodology
of work, which had an impact on  
the whole organizational culture.
For the leader of tire sales in Poland, we designed and conducted
a process of innovation, whose aim was to develop a list of new
solutions and brand strategy directions.
What we did Resultstable of contents
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strategy: HR

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Codecool
Defining what customer experience  
means for our client’s strategy.
Conducting research (data analysis,
social listening, interviews, surveys,
observations).
Developing 53 recommendations for
solutions, based on a 2-meter (physical)
customer experience map prepared
together with the client’s team.
A report containing a list of solutions for each
stage of the Customer Journey. Setting out
strategic directions for building customer
experience.
Choosing the most important area for
building customer experience, combining  
two perspectives (team and customer).
Our client received the Customer Experience
map in a digitized form (which was the
starting point for further work on optimizing
customer experience), as well as access to
tools for generating new ideas and consulting
support during execution.
For Codecool, we prepared a complex process of mapping customer
experiences and developing recommendations, which allowed to optimize
the services offered by the company.
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Construction sector
Assessment of internal and external
digitalization areas with the use of tools
such as Service (Gaps) Map,
Stakeholders Map, Customer +
Employee Journey - all through the lens  
of company plans and priorities.
Ideation workshop + map of prioritization
with the client's team and their partner.
Generating 226 ideas, 10 of which were
selected for the prototyping phase.
Low- and high-fidelity prototyping
session.
Report with key challenges and new
solutions.
As a result of a comprehensive
process of generating new products
and services, our client not only
received an analysis of market
trends with identification of gaps  
in company’s services, but also  
a workshop and tools for validating
and prototyping generated
solutions.
For the leader of construction and finishing industry, we delivered  
a project of business digitalization, the aim of which was to develop
new products, services and directions of changes.
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Fundacja PKP (Polish State Railways Foundation)
x GovTech
Recruitment - for this purpose, together
with the client, we prepared an
application form with a matrix of
participants' characteristics.
Designing workshop scenario, which
started with participants’ integration and
ended with presentations of participants'
solutions. Each group went through  
a phase of empathizing and exploring
the problem of travelling by train,
followed by ideation and idea
development.
Developing 8 prototypes of new
solutions, created directly by the clients
of the PKP Foundation, one of which was
selected for implementation.
Successful delivery of a one-day
workshop generating new solutions for
the brand not only opened the
possibility of direct cooperation with its
customers, but also allowed to identify
problems and expectations of the
company’s target group.
Designing a workshop and selecting exercises to
help participants generate new ideas + recruiting
participants.
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Stowarzyszenie Edukatorów Leśnych
(Association of Forest Educators)
Preparing and delivering an innovation
workshop for the client’s team.
Developing 110 ideas for the
organization, 6 of which were
prototyped during the workshop  
and prepared for implementation.
Opening up to new methods and tools
for generating ideas (including  
the functioning of the whole
organization) not only changed  
the methodology of our client's work,
but also equipped the team with new
skills and knowledge needed to run such
processes in the future.
Innovation workshop generating new ideas for the structure
of the organization and its employees’ activities.
What we did Results
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Noyen
Collecting and analyzing online data on
the brand and its competitors. Running
an internal audit.
Developing possible scenarios of
changes for the organization  
and conducting a strategic workshop
with brand management on their basis.
Validating scenarios and setting a new
direction for the brand.
Developing an umbrella brand strategy
based on the brand pyramid and
planning the implementation of
changes. Cooperation with creative
agency.
Delivering a comprehensive
umbrella strategy for the NOYEN
brand, defining its new positioning
and image. Strategic consulting
during implementation of new brand
identity and visual communication.
Together with our client, we developed a new brand
strategy and planned the rebranding process  
in cooperation with a creative partner.
What we did Results
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Testimonials
Continental
Codecool
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We are satisfied with the results of the ideation workshop,
whose aim was to develop new solutions for the Continental
brand for the coming years. Out of 120 resulting ideas, we have
created a list of top priority activities of high business
importance, which was submitted for implementation to
project teams appointed for this purpose.
Cyprian Osowski, Key Account Manager, Car Dealer Channel
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I have cooperated with Socjomania in 3 companies - each time
on a different project. From training, through research,  
to consulting - and I've never been disappointed. Our latest
project, whose aim was to improve the student experience  
with Codecool programming school, was delivered  
with exceptional care and attention to detail. From the very
beginning, not only employees, but also our customers were
involved in the process, which, as they themselves stated,  
was a very positive experience for them. Thanks to the research
and recommendations of Socjomania, we are currently
implementing a long-term Customer Experience project,  
and its effects are slowly becoming visible in the opinions  
of our customers and their retention. It was not the first -  
and certainly not the last - project we worked together on.
Jakub Dzięcielski, Marketing Manager Poland
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Martyna Żądło,
Digital  
Marketing Lead
Data analysis,  
Digital strategy,  
E-commerce marketing.
Our
experts
Barłomiej Rak,
CVO Socjomania
Project management,
Digital transformation,
Digital strategy.
CEO, Service
Design Lead
Service design,
Social listening,  
Innovation,  
Customer experience.
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Martyna Tarnawska
Service Design
Lead
Digital trends,  
Service design,  
Innovation,  
Design thinking.

Strategy: marketing
Introductionabout us
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table of contents

Strategy:
marketing
Recent years have shown that digital
channels can drive brands’ business
goals effectively - from building
awareness, through sales, to building
engaged communities and retaining
customers.
Recent years have also shown a huge
leap in quality of the tools that marketers
have at their disposal and a leap in
professionalism of digital marketing
service providers.
The Internet has become a key area for brand marketing.
The last few years have shown how dynamically digital
media are developing and growing.
Despite this, many companies do not
have a digital strategy or a clear digital
action plan. Others are not sure of the
quality or effectiveness of their activities
or are not able to verify the work of their
partners.
Since 2012, Socjomania has been
supporting companies in their digital
marketing activities - from planning,
through verification of activities, through
consulting, to preparing brands for
effective navigation in the digital world.
PiotrPodgajny  
DIGITAL MARKETING LEAD
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Growing importance
of internet advertising
Increase in the share of
online ad spend by 6%  
by 2022
Online advertising market share  
is constantly growing - an increase
from 30% to over 36% by 2022  
is projected for Poland, according  
to the Zenith media house data.
Constant increase in  
the number of social
media users 
Increase in the number
of Facebook and
Instagram users in
Poland by 3 million
since August 2018
The total number of Facebook  
and Instagram users in Poland  
in August 2020 is over 19 million
people according to Facebook’s
advertising panel.
Dynamic growth  
of e-commerce
73% of Polish Internet
users buy online
The percentage of people buying
online is rapidly growing. In 2020, it
increased by 11% compared to 2019,
according to the Gemius Polska
report "E-commerce in Poland 2020".
Why go
digital?
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Strategy: marketing
Range of services
Digital communication strategy
Performance audit
Review of partners' activities
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Plan your activities and achieve business
goals using digital channels.
Digital communication
strategy
Audit of your brand’s digital  
activities (social media, SEO,  
SEM, e-mail marketing, etc.)  
with a list of recommendations  
and optimizations.
Competitor analysis with a list  
of recommendations and guidelines
for further action.
Target group analysis, defining
marketing personas, developing
communication and reach tactics.
Developing digital ecosystems - incl.
selection of appropriate channels,
defining their roles and goals.
Designing tactical plans for each  
of the defined digital channels -  
incl. matching communication to  
the channel and preparing
guidelines for a given channel.
Preparing content calendars, media
plans, and determining budgets.
Selecting performance measures,
methods of measuring effectiveness
and reporting frequency.
Assigning roles in the team  
and competences needed  
for effective implementation  
of the strategy.
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Performance  
audit
Evaluate your actions and get better results  
in digital channels.
Audit of your brand’s digital  
activities with a list  
of recommendations  
and optimizations.
Audit of paid activities + a health
check of the configuration of ad
accounts, leading to increased
effectiveness of advertising
activities.
Competitor or benchmark analysis
ending with a set of
recommendations of further actions.
Examples of activities that a performance
audit may cover:
Organic communication in social media, 
Paid activities in social media  
(Facebook ads, Instagram ads, LinkedIn
ads),
SEO and SEM activities,
Technical website optimization.
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Review of partners'
activities
Make sure that your partners are doing
their job correctly.
Review of social media activities
(assessing performance  
and effectiveness in relation to your
brand’s business goals, evaluating
communication and customer care
quality, technical assessment  
of content) with a list of
recommendations and optimizations.
Review of effectiveness and correctness
of paid activities in social media
(Facebook ads, Instagram ads, LinkedIn
ads) with a list of recommendations  
and optimizations.
Review of the correctness  
and effectiveness of SEO and SEM
activities with a list of recommendations
and optimizations.
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Strategy: marketing
Case studies
Kupiec
PKO Bank Polski
Medicine
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Digital audit (online and offline - social
media, SEO, SEM, website, brand
strategy, offline channels).
Consumer behavior analysis.
Verifying communication potential  
of brand’s products in the digital world
(analysis of opinions on product  
category and the brand itself, fueling  
the company's marketing and business).
Digital strategy development 
and assistance in its implementation.
Recommendation of activities  
and of the e-commerce offer.
Our work influenced not only  
the brand’s digital marketing activities,
but also the shape of e-commerce
product offer and communication  
on product packaging.
With partners (agencies) selected
during a tender, we implemented  
a new e-commerce website and
designed an ambassador program
aimed at collecting consumer insights
directly from users.
Digital strategy design and implementation. Cooperation
with Kupiec is an example of a comprehensive, over 2-year
long cooperation and partnership.
What we did Results
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Kupiec
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PKO Bank Polski
Audit of brand's activities in 9 social
media channels with recommendations
of changes and optimizations.
Audit of paid activities in social media 
with recommendations of changes  
and optimizations.
Competitor analysis (3 brands,  
12 social media channels) with
recommendations of changes  
and optimizations.
Analysis of communication trends
tailored to the brand, together with
guidelines for their implementation.
After an extensive audit and a set of
analyses, we have developed over 70
specific recommendations of changes,
optimizations and further actions for  
the brand, which serve as guidelines
and a roadmap for our client’s
marketing team.
Audit of brand's activities in social media, competitor analysis
and trends analysis, which covered a total of 21 social media
channels.
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1. Social media use
2. Human-centricity
Language and tonality (simplicity,
condensation, UX, implementing
webwriting tactics), solving customer
problems.
3. Education
Multidirectional education for various
target groups; matching the subject
and form to the level of knowledge and
customer needs; sharing educational
content, manuals, instructions for
brand products and services.
Frequency / regularity
Admin’s activity
Content quality
Activities vs channel fit
Building relationships  
and engagement
PKO Bank Polski
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marka 1
marka 2
marka 3
marka 4 3
21
brand 1
brand 2
brand 3
brand 4

Medicine
Audit of brand’s communication  
on Facebook, Instagram and YouTube.
Competitor analysis.
A survey among the brand's target group
in order to obtain consumer insights.
Defining marketing personas.
Developing social media communication
and reach tactics.
Selection of performance measures  
and preparing a plan of strategy
implementation.
Together with our client, we have revised
the brand's social media communication
strategy.
As part of the cooperation, the brand's
digital ecosystem was rethought  
and adjusted to the changing social media
landscape and brand's target group needs.
For Medicine, we have designed a process
allowing the client's team to evaluate their social
media communication strategy.
What we did Results
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Strategy: marketing
Testimonials
Kupiec
TEB Akademia
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With their professional approach, commitment and openness
to our expectations and needs, Socjomania has proved to be
the best choice as our partner. Our cooperation translated into
an effective and quick process, the measurable effects of
which were already visible during our first campaign. It is with
great pleasure that I recommend Socjomania as a professional
partner responding to the needs of the brand.
Tomasz Szwedowicz, The Management Board’s Proxy
for Strategy and Marketing
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Thanks to Socjomania’s support, we managed to develop
plans for the next three years for all our brands. Confronting
our initial assumptions with external experts was extremely
valuable, especially in terms of a broader view on the project’s
challenges. Highly recommended!
Martyna Wójcik, Social Media Communication Manager,
Centrum Rozwoju TEB Akademia (founder of Wyższe Szkoły
Bankowe Universities group)
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Anna Żurek
Digital
Marketing Lead
Social media communities,
Internal communication,
LinkedIn.
Our
experts
Szymon Lisowski,
COO Socjomania
Strategy & planning,
Facebook ads,
Performance marketing.
Piotr Podgajny,
Digital  
Marketing Lead
Social media marketing, 
Strategy & planning.
Karolina Majewska 
Strategy Lead
Strategy & planning,  
Marketing & communication.
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Strategy: sales
Introduction
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As Socjomania, we support our
clients in optimizing sales processes
and sales funnels, with analyses and
optimization of performance
marketing campaigns in digital
channels.
Today, the Internet is one of the key touchpoints  
for customers in both B2B and B2C sectors,  
and is often the main sales channel or the source  
of valuable leads.
Strategy:
sales
We verify the effectiveness and
correctness of digital marketing
activities of internal teams and external
partners. We implement proprietary
methods of planning and building
advertising ecosystems.
SzymonLisowski
COO SOCJOMANIA
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strategy: sales
introduction
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strategy: HR

Digital
sells
According to Forrester, digital
activities already influence over 50%  
of purchasing decisions - both for
online and offline purchases. By 2021,
this percentage will increase to 54%.
Salesforce reports that as many as 73%
of salespeople using social media for
sales achieve better results than their
colleagues who do not use this
medium.
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Increasing sales  
and generating leads
Google ads, advertising on Facebook,
Instagram or LinkedIn, remarketing  
or recovering abandoned carts -  
with appropriate planning and
matching to the customer's shopping
journey - can effectively drive sales
goals for companies.
And these are just a few of  
available solutions for supporting sales
in digital channels.
Building a personal
brand and social selling
A strong personal brand is  
an incredibly effective sales tool.
Today's sales representatives reach
customers and lead them to sales
using a number of digital tools,
including social media.
Gaining consumer, product
and service insights
Thanks to digital tools, we are able to
understand the purchasing journeys  
of our customers - but most of all,  
the customers themselves.
This knowledge significantly powers both
sales and marketing activities - and often
affects the product itself or the company's
offer.
How digital tools  
can support sales?
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Strategy: sales 
Range of services
Digital sales strategy and optimization
Review of partners' activities
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Plan your sales activities and implement
them effectively using digital tools.
Digital sales strategy
and optimization
Audit of advertising accounts  
and advertising ecosystem (health
check on account configuration,
implementation of tracking pixels,
etc.).
Audit of paid digital activities,  
e.g. for e-commerce, leading to
increased effectiveness of
advertising activities.
Competitor analysis with
recommendations and guidelines  
for further action.
Planning the advertising ecosystem:
structure of advertising accounts,
tracking pixels, target groups  
or product catalogs.
Planning ads and tests, estimating
budgets and designing media plans.
Implementing analytics. Reporting
and optimization of the client's
advertising campaigns.
Planning, auditing and optimizing
lead-generation activities in digital
channels.
Planning social selling programs  
for company representatives.
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Review of partners’
activities
Make sure that your partners do their job
effectively and in line with your company's
business goals.
Review of effectiveness and
correctness of paid activities in social
media (Facebook ads, Instagram ads,
LinkedIn ads) with a list of
Review of the correctness  
and effectiveness of SEO and SEM
activities with a list of
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Strategy: sales
Case studies
DeeZee
Hewlett Packard Enterprise
Automotive brand
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DeeZee
Design and implementation of 
a complete ad strategy for Facebook  
and Instagram.
Setup of brand's ad account structure
and planning advertising activities  
and tests.
Setup of ad audiences and preparing
guidelines for their use.
Execution of advertising activities,  
and setup of analytics and reporting.
Cost optimization - lowering the cost of
purchase and maintaining a steady COS.
Increased effectiveness and profitability
of brand’s activities driving traffic to its
online store.
Thanks to our cooperation, the client's
team was also constantly up to date with
new functions of advertising systems.
Optimizing sales in the brand’s online store  
and setting a roadmap for its e-commerce activities.
What we did Results
see references —›
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Training on lead generation with digital
tools: Based on our analysis of the
brand's online sales channels (including
website, livechat forms, or mailings), we
prepared our client for the process of
generating leads using digital channels
and tools.
Social selling training:  
During this training we built a new sales
funnel together with the client,
developed tactics for using LinkedIn
Sales Navigator in the sales funnel,  
and prepared the team to use this tool.
As a result of the cooperation,  
the brand's team implemented  
a number of solutions  
and recommendations, improving  
and developing their lead generation
and sales processes.
A learning path covering the use of social media at different
stages of the B2B sales funnel, for marketing and sales
departments.
What we did Results
read the full
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read the full
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Automotive brand
Social selling training for a group of car
dealers: covering topics such as the use  
of digital tools, building a personal brand,
employee advocacy (engaging
employees in promoting the company),  
or building relations in social media.
Individual social selling workshop
sessions: their aim was to prepare brand
representatives for digital sales activities.
The workshops covered such issues as:
identifying potential customers with
LinkedIn Sales Navigator, increasing
website conversions, or increasing  
the number of Google search
appearances.
The team of sales representatives has
been prepared to implement effective
sales activities using digital tools. An
individual path of further actions has also
been prepared for each dealer. The team
has increased their visibility on sites like
LinkedIn and in search results when
compared to the competition. Social
Selling Index and the quality of the
audience (potential customers reached)
increased.
A similar path was prepared for other
brands: IBM, Raben Group, Rec Global,  
and finance industry brands.
An extensive learning process on social selling for the company’s
sales representatives (reaching customers and selling using social
media and other digital tools).
What we did Results
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Automotive brand
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Strategy: sales 
Testimonials
DeeZee
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Mr. Szymon and Mr. Bartłomiej showed exceptional
commitment during our consultations, listening to our
problems and, thanks to the understanding of the specifics  
of our activities, presented appropriate solutions. Undoubtedly,
Mr. Szymon and Mr. Bartłomiej are professionals in their field.
We strongly recommend the consulting services of Socjomania
and are thankful for the long-term cooperation in optimizing
sales in our online store.
Paweł Grzebyk, Marketing and E-commerce Director
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Martyna Żądło,
Digital
Marketing Lead
Social media marketing,
Google marketing,
Digital strategy, 
Data analysis.
Our
experts
Szymon Lisowski,
COO Socjomania
Digital strategy,
Strategy & planning,
Facebook ads,
Performance marketing.
Bartłomiej Rak,
CVO Socjomania
Digital transformation.
Maciej Szeffer,
Digital
Marketing Lead
Google marketing,  
Social selling, 
Content marketing.
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Strategy: HR
Introduction

Employer branding strategies and employee
advocacy programs are now a strategic, core
part of marketing and business activities. Both
employees and potential candidates expect  
to be informed about the culture of  
the organization, its values, successes  
and development opportunities. They verify the
activities and profiles of managers and future
colleagues on the Internet, which has become  
a very important medium in this area.
For years, Socjomania has been building its image
through an employer branding strategy, which
assumes involvement of its employees-experts  
in company's communication.
Strategy: HR
Thanks to our experience in building
marketing teams, both inside Socjomania  
and within our clients' companies, we can
help you form, prepare and involve teams  
in your company's digital activities.
CEO, SERVICE DESIGN LEAD,
DIGITAL STRATEGY
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Strategic
background
in line with the company’s goals  
and values it wants to communicate.
Internal and motivational
background
management support and employee
involvement, a sense of shared
responsibility and satisfaction with  
the company’s activities.
Engaging your employees in marketing activities can
significantly increase the reach of messages you share  
and attract the attention of potential customers by showing
your expertise and presenting your company.
Why the time is now  
for employee advocacy programs?
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Socjomania's employer  
branding activities
Katarzyna Młynarczyk is a juror of the most
important industry competitions: EB Stars,  
EB Kreator, Employer Branding Summit.  
She created her online LinkedIn and employee
advocacy course and implemented LinkedIn,
employer branding and employee advocacy
programs in dozens of companies  
(incl. financial, automotive, real estate, beauty,
production, logistics, and IT sectors).
Martyna Tarnawska (employer branding
specialist for millennials) and Katarzyna
Młynarczyk (employer branding and personal
branding for management teams) are frequent
speakers at industry conferences including:
Employer Branding Summit, Golden Marketing
Conference, EbMasters, HrCamp,  
or HrEmbassy. Their presentation decks are
publicly available on Linkedin and Slideshare,
and fragments of online courses and speeches
are available on Youtube.
Socjomania provides training  
and implementation processes using
Linkedin since 2014. So far, we have held
over 160 training sessions and delivered
34 strategic processes.
Socjomania experts have been involved in employer
branding initiatives for over 5 years.
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Employer branding strategy and employee
advocacy programs for digital channels
Digital skills development
Recruitment for digital departments
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Strategy: HR 
Range of services

Involve your employees and experts to build  
your brand’s image.
Evaluating and reporting on online
activities of experts-employees.
Selecting potential brand ambassadors -
members of employee advocacy
programs.
Selecting the right internet channels  
for employee advocacy activities.
Examples of employee engagement
channels:
Activity on Linkedin + consistency with
activities on the Company Page. Activity
on Instagram, Twitter and Facebook.
Creating expert content for online
channels.
Designing and implementing employee
advocacy tactics for your company.
Trainings on personal branding in social
media for your experts and employees.
Support for the leader of employee
advocacy programs and employer
branding strategy.
Employer branding strategy  
and employee advocacy programs
for digital channels
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Prepare your team and company for
communicating and selling through  
digital channels.
Audit and assessment of your team’s  
online marketing skills (report  
and recommendations). 
Analysis of your existing projects  
and activities.
Definition of key competences  
for implementing digital activities  
in a company.
Preparing teams for cooperation with 
and evaluation of external partners
(agencies, media houses, etc.).
Body leasing: if you temporarily need  
to fill the gaps in your digital activities,  
our consultants are here to help!
Digital skills
development
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Defining measures for skill development  
and methods of evaluation (verification  
of knowledge and the level of team
development).
Developing a plan for acquiring key
competences.
Designing development paths for the team
and individuals.
Team preparation - conducting trainings  
and implementation support.

Recruitment  
for digital departments
Let your business go digital.
Market and competitor evaluation in terms  
of skills and positions responsible  
for digital activities.  
Setting recruitment requirements  
and crafting recruitment advertisements.
Designing and help with executing digital
recruitment campaigns.
Verification of candidates' skills (participation
in recruitment processes, candidate
recommendations).
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Assistance in developing onboarding
processes for digital departments.
Examples of key skills for implementing
digital activities:
Knowledge of digital tools: Google
ecosystem, SEO, SEM, Social Media,
Analytical skills,
UX, 
Copywriting and Content Marketing.

Robyg
Case study - financial industry company
Case study - telecom company
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Strategy: HR 
Case studies

Analysis of the company’s advertising
activities and their effectiveness.
Designing a skill map and recruitment
strategy.
Recruitment consulting and participation  
in the final selection of candidates.
Two highly qualified specialists joined Robyg
Group. A positive surprise was also  
the number of applicants who expressed their
interest in working for Robyg Group.  
In total, over 150 candidates with rich digital
experience applied for the jobs. New team
members made it possible to immediately
take over the tasks assigned to external
partners, which meant that the remuneration
of these partners could now be spent on
advertising activities.
Planning the recruitment process: finding  
and employing highly qualified digital marketing  
specialists.
What we did Results
Robyg
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Robyg
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Case study: 
financial industry company
Sector analysis on Linkedin (competitors,
visibility and position of employees-experts,
use of LinkedIn functions, verifying reach on
LinkedIn).
Conducting an inspirational lecture,
involving the company’s board in 
the program.
Recruitment for the program and leveraging
the potential of 67 engaged employees on
LinkedIn.
Standardization of personal activities and
defining the scope of communication on
Company Page.
Involving 67 employees in activities
supporting the brand.
Employee advocacy program implementation
plan can be found on the next slide.
Designing and implementing an employee
advocacy program for the brand.
What we did
Results
A series of six trainings at different levels  
of advancement.  
 
Consulting sessions and individual tips tailored
to each person and their position.
Preparing 3 evaluation reports based on specific
measures.
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Employee advocacy program implementation plan
Case study: podmiot z branży
finansowej
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Case study:  
telecom company
Designing a dedicated guide with 10 steps for
building a community, supported by examples
and best practices.
Designing a workbook with tasks for
employees, to measure the effectiveness  
of the community and its development.
Developing a guide on managing communities
- moderating, engaging, facilitating,  
and developing communities.
A universal implementation roadmap for
building a community was handed to our
client’s employees outlining best practices,
examples and inspirations - and it is now
being put to use by the company.
Introducing client’s employees to the process of building  
and managing communities (for professional development,
networking, developing passions and interests) on an internal
platform.
What we did
Results
Conducting a workshop for employees.
Consulting and mentoring sessions  
for the employees.
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spis treści
kim jesteśmy strategia:
innowacje strategia:
marketing strategia:
sprzedaż strategia: HR
wprowadzenie
zakres usług case
studies opinie
klientów eksperci
Case study: podmiot z branży
telekomunikacyjnej
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Velux
Nielsen
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Strategy: HR 
Testimonials

I highly appreciate the level of the trainer's preparation and the way
the process was conducted. The meeting took the form of  
a workshop with practical tasks. The trainer, Katarzyna Młynarczyk,  
has a thorough knowledge of social media channels. Particularly
noteworthy is her excellent preparation, ease of communication  
and high interpersonal skills. I would also like to emphasize  
the exceptional diligence of Socjomania. The process was preceded  
by a detailed analysis and discussions with the team responsible for
external communication. At every stage of cooperation, we met with
support and professional advice.
Jacek Siwiński, Managing Director
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With careful preparation to scheduled meetings and analyses, and great
commitment and openness to our expectations, Socjomania proved to be
the right choice. The materials we received were of the highest quality 
and people involved in coordinating the project were always helpful  
and open to our needs. Our team acquired the necessary knowledge  
and information, and learned about tools that anyone can use in their daily
work, increasing the effectiveness of their activities as a result. This, in turn,
translates into noticeable changes taking place in the organization.  
I am pleased to recommend Socjomania as a professional, committed  
and substantively prepared partner.
Magdalena Sosna, Marketing & PR Manager
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Anna Żurek
Digital
Marketing Lead
Social media communities,
Internal communication,
LinkedIn.
Martyna Tarnawska
Service Design
Lead
Digital trends,  
Digital marketing,  
Design thinking,  
Employer branding.
CEO, Service
Design Lead
LinkedIn,
Employee advocacy programs, 
Social media marketing,
Employer branding,
Service design.
Katarzyna Zięba,
Customer 
Development Manager
Consumer research, 
Organizing team work,  
Developing teams and skills.
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strategiczne
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