Social Media and PR Strategies

1. Social Media and PR Strategies • Week 5 • Thursday, October 3

2. Midterm Rubric: Cover Sheet • Name of project • Client name • Your name and contact info. • Wordpress URL(s) • Table of contents

3. Midterm Rubric: Introduction • Description and overview of client business and products and services. -Here is your place to tell us what the business is, how long its been in business and why it is in business. • Review of current business position within the industry. -Who are your client’s main competitors? How does your client measure up? Ask your client, but also do some research. • The introduction sets up your presentation.

4. Midterm Rubric: Discovery • Discovery is a key part of your midterm. It is the place where you will learn the most about your client and will lay the foundation for the rest of your project. • It is based on conversations with your client and hard findings such as information you find online, in their business plan, on their social media pages, etc.

5. Midterm Rubric: Discovery • Summary of client needs, concerns and define the problem.-What is the problem? Think back to last week’s discussion and your reading from last week.-Is your client trying to increase sales, better understand what their customers want, market to them, support them or use them for collaboration and crowdsourcing?

6. Midterm Rubric: Discovery • What are their business goals?-Based on where they are at right now, what is the change the currently seek? What is their strategy (online and off)? Where do they hope to be longterm? What is their plan for success?

7. Midterm Rubric: Discovery • Success criteria-In what ways is your client currently measuring success?-Do they have tools in place to measure whether or not they’re achieving their goals and objectives?

8. Midterm Rubric: Discovery • Communications audit-What are the key messages they’re trying to communicate with their audience? Affordability? Convenience? Value? Taste?-By what means are they communicating that message? Is it via social media, direct marketing, word of mouth?-When are they communicating that message? How often are they on social media? When are they advertising?

9. Midterm Rubric: SWOT Analysis • SWOT is a planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a business project or venture.

10. Midterm Rubric: SWOT Analysis • SWOT analysis can be used for a product, place, industry or person. • It involves focusing on the business venture or project and analyzing the internal and external factors that are favorable/unfavorable in achieving a desired objective.

11. Midterm Rubric: SWOT Analysis • Internal factors include strengths and weaknesses. • Strengths: Characteristics of the business or project that give it an advantage over others.-After thorough investigation, what in your opinion, is the business doing right? • Weaknesses: Characteristics that place the team at a disadvantage relative to others.-After thorough investigation, what in your opinion, is the business doing wrong?

12. Midterm Rubric: SWOT Analysis • External factors include opportunities and threats. • Opportunities: Elements that can be exploited to the client’s advantage.-Given the client’s positioning in the marketplace, where might there be opportunities to excel? • Threats: Elements in the environment that could cause trouble for the project.-Who in the marketplace might be standing in the way of success for your client? (i.e. competitors, the city, the public, economy).

13. Midterm Rubric: SWOT Analysis • Analysis and recommendations-What should the client consider doing? How would you recommend they approach SWOT? Are there useful ways in which they can incorporate the results of your analysis into their business? Would social media help or hinder them?

14. Midterm Rubric: Audience Analysis • Overview of current audience-Who are your client’s customers? Where do they live? What is their age, gender, etc?-*May be specific to business and/or specific to product.

15. Midterm Rubric: Audience Analysis • Identification of audience persona and character profile-Give us a brief glimpse into a day in the life of your client’s typical customer. In other words, based on demographic information, create a fictional day-in-the-life scenario of a typical customer based on common sense. • http://www.awertzberger.com/type2/images/reading_persona.pdf

16. Midterm Rubric: Audience Analysis • Identification of audience via social technographics profile.-Find out who your client’s demographics are, visit http://empowered.forrester.com/tool_consumer.html and build a profile. Where do they fall on the ladder?

17. Midterm Rubric: Audience Analysis • Identify audience action goals-What does your client want its customers to do? How would it like them to take action?-Does it want them to spend more, communicate more, participate in the business more?

18. Midterm Rubric: Communications Strategy and Recommendations • Key message should communicate:-Your one “big idea.”-What you are doing and why.-It asserts your viewpoint, your opinion.-Your message should reflect your objectives.

19. Midterm Rubric: Communications Strategy and Recommendations • Supporting messages-What other ideas or points of view might you have that back up your key message?

20. Midterm Rubric: Communications Strategy and Recommendations • Related topics and conversations-Is there anything else you want to say here that is related to your key and supporting messages?

21. Midterm Rubric: Communications Strategy and Recommendations • Key content recommendations-Specific recommendations to support you key message.-Think back to what you learned during the discovery phase.

22. Midterm Rubric: Social Media Strategy and Objectives • Restatement of business goals-Go back to “Discovery” and restate your client’s business goals.

23. Midterm Rubric: Social Media Strategy and Objectives • Key social media objectives and supporting objectives-What are your social media goals for your client? Are you interested in listening to the groundswell for research purposes? Are you interested in generating sales by energizing your best customers? List primary and supporting objectives here.

24. Midterm Rubric: Social Media Strategy and Objectives • Definition of key strategy-If social media objectives are successfully carried out, how will relationships with your customers change? How will relationships within the company change?

25. Midterm Rubric: Tools & Tactics • Identify current key tools and how they will be used to support objectives.-What current social media platforms are they using? In what ways can those exist tools be used to support objectives?

26. Midterm Rubric: Tools & Tactics • Identify whether or not new key tools should be used to support objective.-What social media platforms that your client is NOT currently using should they be using to achieve objective? Pinterest? Vine? Instagram? Snapchat? Wikis? Forums? Foursquare?

27. Rubric Midterm: Metrics • What will be measured both quantitatively and qualitatively?-Quantitative data is data that is subjected to measurement. How will you measure success? 10,000 likes? 5,000 Twitter followers? An internal wiki where every employee contributes? Twenty brand evangelists blogging about your cause?-Qualitative data is data that can be observed not measured, it deals with descriptions. If your plan is successful will it mean more engaged retweets, more detailed blogs and Yelp reviews?

28. Midterm Rubric: Metrics • What are some indications of risk?-If strategy is carried out, what could go wrong? For example, if you advise client to harness social media in order to find out what customers think, their answers might be negative.

29. Midterm Metrics: Rubric • Recommendations on how to reduce or respond to risk.-Knowing that things may go wrong, how will you advise client to minimize risk?

30. Closing summary • Statement of need and business goal-State your business goal and what it would take (funds, time, manpower, willingness, etc. to make it successful).

31. Midterm Rubric: Closing summary • Statement of social media objective and strategy-Restate or recap your social media objective and strategy here. • Vision statement of success-A vision statement is an idealized description of a desired outcome that helps create a mental picture of your target.-Microsoft once envisioned, “a personal computer in every home running Microsoft software.”

32. Midterm Rubric: Oral Presentation • Your oral component should:-Correspond to the written one-Be 8-10 minutes long (you will be timed)-Employ graphics and other visuals-Be clear and engaging