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Client Engagement & Discovery

Client Engagement & Discovery. First contact and business research. Today’s Session . Extra Credit This Semester Review Midterm Project Discovery: Client Engagement and Research Group Exercise. Extra Credit. Presenting new tools 40 Ideas for your Social Media Plan

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Client Engagement & Discovery

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  1. Client Engagement & Discovery First contact and business research

  2. Today’s Session • Extra Credit This Semester • Review • Midterm Project • Discovery: Client Engagement and Research • Group Exercise

  3. Extra Credit • Presenting new tools • 40 Ideas for your Social Media Plan • Social Media Marketing Industry Report Analysis

  4. REview

  5. The Social Technographics profile { { { Most Influential Organizers The Majority • Creators • Conversationalists • Critics • Collectors • Joiners • Spectators • Inactives Requires more time and knowledge of tools

  6. 5 Steps for developing your social media plan: P-O-S-T-A • People • Objectives • Strategy • Tools & Tactics • Adapt & Analyze

  7. 5 key social media objectives Embracing Building authority Supporting Allowing supporters to help each other Energize Rallying key supporters towards an action or cause tools Talk Building relationships by creating and participating in conversations--direct engagement Listen Collecting info and insights through conversations time

  8. Q: How do we determine our objectives & Strategies? • A: By determining our client’s business goals BUSINESS GOALS Research Marketing Sales Support Development SOCIAL OBJECTIVES Listening Talking Energizing Supporting Embracing SOCIAL STRATEGIES Monitoring Conversing Rallying Sustaining Nurturing

  9. Alignment Exercise • Alliance Bakery • Understand the need • Identify the business goal • Identify your objectives • Explain your strategy

  10. Client Engagement & Discovery Research • Things to inquire, research and access in order to develop a social media proposal for strategic development • MIDTERM PROJECT REVIEW

  11. Client Engagement & Discovery Research • Expectations

  12. Client Engagement & Discovery Research • Introductions and Discovery • Provide a description of business, its products, services and current competitive position in the market. • Discover and define client needs, concerns and problems • Discover client business goals • Establish success criteria of work upon achieving objectives and goals • Discover and research client communication channels and messages and conduct quantitative and qualitative evaluations

  13. Client Engagement & Discovery Research • Analysis & Recommendations • SWOT Analysis: Strengths, Weakness, Threats, Opportunities • Audience Analysis & Recommendations • Communication Strategy • Social Media Objectives and Strategies • Tools & Tactics • Metrics

  14. Client Engagement & Discovery Research • Closing Summary • Statement of Need and Business Goal • Statement of Social Media objectives and strategies • Vision statement of success (Definition of Change) • Summary of Social Media Objectives and Strategies • Summary of Tools & Tactics • Summary Metrics

  15. SWOT Analysis Strengths Things that position the business well and ahead against competition and other external conditions—often things the business has control over and that are defined as success Opportunities Things that, if addressed appropriately can turn into strengths. Weaknesses Things that prevent the business from succeeding and positions them behind the competition. Threats Things that, if not addressed appropriately can turn into weaknesses.

  16. Discovery Questions • What questions do you need to ask to gather information to develop an analysis and provide the right recommendations? ? ? The Business ? ?

  17. Discovery Questions: Forces Internal Needs and problems Mission and goals Products & services Operations & governance Uniqueness and position Audience People currently being engaged People they need to engage Perceptions and brand External Industry Competition Communication Channels Messages

  18. Exercise: Now work in pairs to develop a guide discovery list of questions… Internal Needs and problems Mission and goals Products & services Operations & governance Uniqueness and position Audience People currently being engaged People they need to engage Perceptions and brand External Industry Competition Communication Channels Messages

  19. Exercise: Now work in pairs to develop a guide discovery list of questions… Your questions for your client engagement…

  20. Homework Assignments • Due Next Week: • Read Chapter 4 of the Groundswell and provide a response on your own blog. Email me the link to your response • Finalize your client questionnaire & conduct an audit of client’s online communications • Due Today: • Blog Response to Chapter 3 • Client Approval Form

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