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  • Strategies & tactics encompass the learning and use of tools and providing the time to reach the goals.
  • Session4

    1. 1. Client Engagement
    2. 2. Introduction• Review: Audience Technographics Profile, 5 Step Planning & Key Strategies• Client Relationship: approach your client as an expert• Do your research-prepare
    3. 3. The Audience Technographics Profile Most Influential { 1. Creators 2. Conversationalists Organizers { 3. Critics 4. Collectors Requires more time and knowledge of tools The Majority { 5. Joiners 6. Spectators 7. Inactives
    4. 4. 5 Steps for developing your social media plan1. People: Who are you engaging? What are they ready for based on what they are already doing?2. Objectives and Goals: What do you want to accomplish by using social media?3. Establish Strategy: What is it that you want to change if you are successful achieving your objectives and goals?4. Establish Tools and Tactics: Based on people, objectives and strategies, what will you build and use? How will you use them?5. Measure Results and Adapt: What are the indicators or metrics that will help you understand that you have succeeded or need to correct?
    5. 5. Key Strategies Nurturing A Community: Building authority Sustainability strategy: Allowing supporters to help each other Energizing Supporters strategy: Rallying key supporters towards an action or cause tools Conversing & Buzz strategy: Building relationships by creating and participating in conversations--direct engagementListening & Monitoring strategy:Collecting info and insights through conversations time
    6. 6. marketeer approach + response
    7. 7. Things to inquire, research + access• Client needs and problem• Current relationships and audience• Client industry• Client operations and governance• Overall business goals• Current business performance• Audit of communications channels
    8. 8. Client Needs• identifying the problem• analyze the proposed objectives of the client• understand their limitations
    9. 9. Client Audience & Relationships• identifying who they are currently engaging with• Identify who they need to engage with based on defined objectives• Identify technographics and general demographics
    10. 10. Client Industry• familiarize yourself about the client industry• Identify you client’s competition, how do they compare?• what makes your client unique? How are they positioned?
    11. 11. Client Operations & Governance• identifying how the business operates• who makes the decisions?• who will perform the required work to initiate your plan?• Do they have a policy in place?
    12. 12. Client Business Goals• identifying the general business goals of the client• how does this relate to your social media plan and its objectives?• what will change internally and externally if successful?
    13. 13. Client Performance• How well are they doing?• Where is there room for improvement or growth?
    14. 14. Client Communications Channels• What are they currently using on the web?• How are they using it?• How well are they doing in relation to their goals?
    15. 15. Identify the business goals thenformulate the social media strategy objectives
    16. 16. Process• Discovery & Analysis: Initial meetings and online research to further identify issues, problems and needs• Foundation: Documents outlining what will be done. These are the blueprints that identify your goals and objectives.• Plan & Execution: project strategy & implementation• Analysis & Adaptation: study the impact by collecting and analyzing data and adapting where needed.
    17. 17. Midterm Project
    18. 18. Midterm Project: Create a Client Brief and RecommendationsGoals:1. To understand your client’s business, communications and marketing goals and provide research, analysis and recommendations for a social media plan proposal in a structured written narrative.2. To present your proposal ideas in a critical and creative way.Delivery:1. 6 page minimum narrative plus coversheet—12pt font, Times, double-spaced, narrow margins. Must be a printed document submitted before the delivery of your presentation.2. 5-10 minute in class powerpoint presentation
    19. 19. Client Audit: Atomix Cafe
    20. 20. Assignment due next week1. Objective: Deepen your understanding of your client and their industry. Assignment: Audit and chart your client’s online and social media communications channels, identify and define audiences, identify competitors in the market and narrow your client’s social media objective. Format should be an outline. This will help prepare you with your midterm project. Due in two weeks as a printed document. 20 points2. Objective: Begin to develop your ideas for a plan. Assignment: Read 30 Ideas for 2012 Social Media Plan. Respond to your reading in your blog by identifying some possible ideas to propose to your client. Due next week. 5 points3. Objective: Understand more about Social Media and company culture. Assignment: Read chapter 11 of Groundswell, provide a brief response on your blog. Due next week. 5 points