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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
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