The document provides an agenda for an online and new media class that includes discussing chapters from an analytics textbook, preparing for a digital marketing plan project, and what information is needed about a company to create an effective digital marketing plan. It also reviews key points from the textbook chapter on social media listening and engagement tools and outlines the requirements for the digital marketing plan assignment, including writing summaries, presentations, and a written marketing plan.

1. Online & New Media
Class Introduction
SNC-MKTG350
September 30, 2013

2. Tonight’s Agenda: Marketing Plans
• Read Chapter 3 in Analytics text: Picking the Tools of
the Trade
• 0 blog posts to review
• Preparing for your digital marketing plan project:
– All the plan’s pieces
– Why these pieces?
• What do you need to know about a company to make
a digital marketing plan?

3. Reading Recap: Ch 3, Analytics
• Listening tools help you digest social
media content
• Social media listening tool necessities
– Data capture abilities (quality, quantity)
– Integration, disparate data
– Cost (free vs. hard costs)
– Collect and then repurposed data
– Historical data

4. Reading Recap: Ch 3, Analytics
• Engagement tools
– Buddy Media
– Vitrue
– HootSuite
• Manage a brand presence in social media
• Upload and pre-load content
• Analytics on volume and type
• Evaluate similarity of algorithms (“black box”)

5. Marketing Plan Assignment
1. Post to blog before class with 100-word description,
link to presentation
2. Post slide deck to online link: Powerpoint via
SlideShare or Prezi
3. 5-minute presentation
4. Turn in written 3-page plan
• Prep: Turn in 150-word company description you will
write plan for, including size, revenue, product, key
audience, scope of marketing plan (by 10/9/13)
Grade value: 35%

6. Why shall we post a summary?
Summarizing = important writing skill
• Focuses you on the
most important points
• You only get 100
words…choose wisely
• Allows readers to scan
• Contributes to class blog content

7. Why shall we post our presentation?
Sharing slides allows readers to get more detail
•Listening and reading at the
same time is hard: share so
audience can re-visit.
•Forces you to think through
the details.

8. Why shall we present?
Presenting = important executive skill
• Persuade the audience that yours is
the right solution
• Focus on the most important points
• You only get 5 minutes…choose wisely

9. Why do we turn in a written plan?
Writing it down = Accountability
• Seeing it in writing helps you
check the plan’s reasonableness.
• Written communication is a
vital skill to develop.
• Allows you to gauge progress
• Writing it helps me grade it.

10. 4 Points of the Plan
• Writing a 3-page plan
• Writing a 100-word summary
• Writing a slide presentation
• 5-minute presentation
All written components posted on our blog.

11. Where to start?
• Defining the company you will plan for:
– How many employees?
– How long in this business?
– What do they do now?
– What do they want to promote?

12. Sample Description
ServiceMaster Absolute is a franchisee serving southern San Diego County for 35
years. They have 46 employees and generated $7.5 million last year. Their primary
business is cleaning and re-construction after fire and flood damage for businesses
and homeowners. Their profits in this area have decreased in prior three years
because insurance companies have been paying less on claims.
They want to revive their carpet cleaning business which requires more jobs, but
offers higher margins. In 2012, they completed 150 carpet cleaning jobs at an average
rate of $375 each, generating $56,250. In 2014, they want 450 jobs at $400 each
generating $180,000.
We have 10% of the projected revenue to work with to build that business through
online marketing. We will update their Facebook page, create Facebook contests and
run ads to attract residential clients, leverage testimonials and refer-a-friend
campaigns. We will also use search engine marketing to generate leads.

13. Tutor Time is a chain of preschool and afterschool care centers based in Michigan with
14 centers in California, Oregon, Arizona, Ohio and Michigan. They recently emerged
from a bankruptcy and are re-investing in their centers after several years of neglect.
Their primary client is a family of 2 children with an annual household income of
greater than $80,000.
Tutor Time will start their repairs in the 7 facilities in Southern California’s Orange
County and suburban Phoenix. They want an online marketing effort to promote their
upgrades in both facilities and offerings targeted at these locations. The remodeling
campaign will also have a TV component the digital campaign will need to integrate
with and can use the video creative in the digital messaging.
The primary decision-maker for daycare services is the mother and we know she is
very busy, very price conscious but values the opinions and recommendations of her
friends.
Sample Description

14. Components of the Description
• Company name, territory, age, revenue,
employees
• Describe core business, one sentence
• State the problem they want to solve
• State the time period
• State the audience to reach
• State your budget
Remember: You will use this description often
to check that your plan is on target.

15. Next steps?
• Define the company you will write a plan for:
– Source companies:
• Family business
• Businesses you work for
• Businesses you would like to work for
• Company you are thinking of building
– Write up a description of the company
– Post it on the blog before class on Oct 9th

16. Next week:
• Review Persuasion Ch. 12: Communication
Campaigns
• 0 blog posts to review
• Defining the scope of your plan:
– We are in marketing, not Operations
– We are in digital marketing: manage the scope of
your plan