Client Analysis

“8.9 Million Oscars-Related Tweets Sent Sunday”

Pulled by Jacki Bubis

POST-A: 5 Steps for developing your social media plan

1. PEOPLE

2. OBJECTIVES

3. STRATEGY

4. TECHNOLOGY

5. ASSESS

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 Objectives & Strategies

Key Objectives in the Groundswell & Business

SOCIAL OBJECTIVES

Listening

Talking

Energizing

Supporting

Embracing

BUSINESS GOALS

Research

Marketing

Sales

Support

Development

SOCIAL STRATEGIES

Monitoring

Conversing

Rallying

Sustaining

Nurturing

Group Exercise

1. Alliance Bakery

2. Specimen Guitars

3. Rotofugi

4. White Birch Trading Co.

Group ExerciseReview your client and their basic needs. Dig a bit deeper at understanding theirGeneral and targeted audiences and audit their current online presence.

Based on what they need and assessments of their online activities, do the following:

1. Identify business goals and basic social objectives and order them in priority.

2. Based on the objectives, provide a recommended strategic path

3. Then identify some specific social technologies and how they can tactically use them to achieve their objectives.

4. Finally, discuss in your group how you would determine success—what can be measured in both quantity and quality?

5. Be prepared to present your ideas to the class as a group.

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 next week 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