Session4 client engagement

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

1. Creators

2. Conversationalists

3. Critics

4. Collectors

5. Joiners

6. Spectators

7. Inactives

Organizers {

Most Influential {

The Majority {

Requires more timeand knowledge of tools

Listening & Monitoring strategy: Collecting info and insights through conversations

Conversing & Buzz strategy: Building relationships by creating and participating in conversations--direct engagement

Energizing Supporters strategy: Rallying key supporters towards an action or cause

Sustainability strategy: Allowing supporters to help each other

NurturingA Community: Building authority

tools

time

Key Strategies

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:3. 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.

4. 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 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 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