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Session three of Social Media & PR Strategies class for the Marketing Communications Program at Columbia College Chicago

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  1. 1. { client engagement }
  2. 2. introduction <ul><li>approach your client as the expert </li></ul><ul><li>do your research-prepare </li></ul>
  3. 3. First Contact
  4. 4. marketeer approach + response
  5. 5. Things to inquire , research + access <ul><li>Client needs </li></ul><ul><li>Current relationships </li></ul><ul><li>Client industry </li></ul><ul><li>Client operations and governance </li></ul><ul><li>Overall business goals </li></ul><ul><li>Current business performance </li></ul><ul><li>Audit of communications channels </li></ul>
  6. 6. Client Needs <ul><li>identifying the problem </li></ul><ul><li>analyze the proposed objectives of the client </li></ul><ul><li>understand their limitations </li></ul>
  7. 7. Client Relationships <ul><li>identifying who they are currently engaging with </li></ul><ul><li>Identify who they need to engage with based on defined objectives </li></ul><ul><li>Identify technographics and general demographics </li></ul>
  8. 8. Client Industry <ul><li>familiarize yourself about the client industry </li></ul><ul><li>what makes your client unique? How are they positioned? </li></ul>
  9. 9. Client Operations & Governance <ul><li>identifying how the business operates </li></ul><ul><li>who makes the decisions? </li></ul><ul><li>who will perform the required work to initiate your plan? </li></ul><ul><li>Do they have a policy in place? </li></ul>
  10. 10. Client Business Goals <ul><li>identifying the general business goals of the client </li></ul><ul><li>How does this relate to your social media plan and its objectives? </li></ul><ul><li>What will change internally and externally if successful? </li></ul>
  11. 11. Client Performance <ul><li>How well are they doing? </li></ul><ul><li>Where is their room for improvement? </li></ul>
  12. 12. Client Communications Channels <ul><li>What are they currently using on the web? </li></ul><ul><li>How are they using it? </li></ul><ul><li>How well are they doing? </li></ul>
  13. 13. Identify the business goals then formulate the social media strategy objectives
  14. 14. Developing a Proposal <ul><li>State the Client name and contact information </li></ul><ul><li>State the client’s requested needs in narrative form </li></ul><ul><li>Summarize your approach </li></ul><ul><li>Provide a proposed solution including; your objectives, what will be accomplished or delivered (social media policy and plan), a timeline, resources to be used and acquired, anticipated risks </li></ul>
  15. 15. Process <ul><li>Discovery & Analysis: Initial meetings to further identify issues, problems and needs--research </li></ul><ul><li>Foundation: Documents outlining what will be done. These are the blueprints. </li></ul><ul><li>Execution: project implementation </li></ul><ul><li>Analysis & Adaptation: study the impact by collecting and analyzing data and adapting where needed. </li></ul>
  16. 16. Midterm Project
  17. 17. Midterm Project <ul><li>Identify your client. </li></ul><ul><li>Develop a proposal document that will include a recommended Social Media Policy based on client culture and a Social Media Strategy to engage their clients and create change. </li></ul>
  18. 18. Assignment due next week <ul><li>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. This will help prepare you when you meet with your client in person. </li></ul><ul><li>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. </li></ul><ul><li>Objective: Understand more about Social Media and company culture. Assignment: Read chapter 11 of Groundswell </li></ul><ul><li>Extra: Research blogs and websites related to your client and add them to your Wordpress blog roll </li></ul>