The document provides guidance on developing a social media engagement plan for a client by outlining key steps including understanding the client's audience, goals, industry and current communications; developing a strategy with objectives and tactics based on the research; and measuring results to adapt the plan over time. It also discusses strategies for engaging audiences like building conversations and communities as well as preparing for client meetings by researching their needs, relationships, and business.

1. Client Engagement

2. Introduction
• Review: Audience Technographics Profile, 5
Step Planning & Key Strategies
• Client Relationship: approach your client as an
expert
• Do your research-prepare

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. 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?

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

6. marketeer approach
+ response

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 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. 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. 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. 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. 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 then
formulate the social media strategy
objectives

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. Midterm Project

18. 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

19. Client Audit: Atomix Cafe

20. 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: 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 points
3. 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