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Client Engagement
Introduction
• This week in social media
• Review: 5 Step Planning and Key Objectives &
  Strategies, Social Technographics Profile,
  Client Relationship: approach your client as an
  expert
• Start your Midterm Research
5 Steps for developing
               your social media plan
1.   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?
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
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
                   engagement

Listening & Monitoring strategy:
Collecting info and insights through conversations

                                    time
Client Engagement
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
Client Needs
• identifying the problem
• analyze the proposed objectives of the client
• understand their limitations
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?
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
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?
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?
Client Performance
• How well are they doing?
• Where is there room for improvement or
  growth?
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?
Identify the business goals &
objectives then formulate the social
           media strategy
Midterm Project
Midterm Project: Create a Client Brief
          and Recommendations
Goals:
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
Client Audit: Atomix Café
https://www.facebook.com/pages/Atomix-Coffee-Shop/83455341497?fref=ts
Assignment due next week
1.   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 points
2.   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. 10 points
3.   Objective: Deepen your understanding of of objective strategies.
     Assignment: Read chapter 4 of Groundswell, provide a brief response
     on your blog. Due next week, 25th & 26

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Session4 client engagement

  • 2. Introduction • This week in social media • Review: 5 Step Planning and Key Objectives & Strategies, Social Technographics Profile, Client Relationship: approach your client as an expert • Start your Midterm Research
  • 3. 5 Steps for developing your social media plan 1. 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?
  • 4. 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
  • 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 engagement Listening & Monitoring strategy: Collecting info and insights through conversations time
  • 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. Client Needs • identifying the problem • analyze the proposed objectives of the client • understand their limitations
  • 9. 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?
  • 10. 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
  • 11. 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?
  • 12. 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?
  • 13. Client Performance • How well are they doing? • Where is there room for improvement or growth?
  • 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. Identify the business goals & objectives then formulate the social media strategy
  • 17. Midterm Project: Create a Client Brief and Recommendations Goals: 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
  • 18. Client Audit: Atomix Café https://www.facebook.com/pages/Atomix-Coffee-Shop/83455341497?fref=ts
  • 19. Assignment due next week 1. 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 points 2. 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. 10 points 3. Objective: Deepen your understanding of of objective strategies. Assignment: Read chapter 4 of Groundswell, provide a brief response on your blog. Due next week, 25th & 26

Editor's Notes

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