This document provides guidance for developing a social media plan for a client. It outlines 5 key steps: 1) Understanding the target audience, 2) Establishing objectives and goals, 3) Developing a strategy, 4) Choosing tools and tactics, and 5) Measuring results and making adaptations. It also discusses researching the client's needs, business goals, current relationships/audience, industry, and communications channels. Students are assigned to create a 6+ page brief and presentation recommending a social media plan for a coffee shop client based on research and analysis of the client and industry.
2. 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
3. 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?
4. 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
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
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 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?
10. 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
11. 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?
12. 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?
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?
17. 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. 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: 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
Notas del editor
Strategies & tactics encompass the learning and use of tools and providing the time to reach the goals.