Social Media and PR Strategies Thursday, February 27 Week 5

POST-A method People Objectives Strategy Tools and tactics Analyze and adapt

Objectives Listening = research Talking = marketing Energizing = sales Supporting = customer support Embracing = product development

Midterm Rubric: Cover a. Name of Project b. Client name c. Your name and contact info. Wordpress URL(s) Table of contents

Midterm Rubric: Introduction Description and overview of client business and services -What is this business? What does it do? -Why does it exist? -How long has it been around? Review of current business position within the industry -Who are your client’s main competitors? -How does your client measure up? -Hint: Ask your client, but also do research.

Midterm Rubric: Discovery Summary of client needs, definition of problem -What is your client’s biggest issue? Business goals -What is your client’s desired change in business? Where do they hope to be longterm? What is their plan for success? Success criteria -In what ways is your client currently measuring success? Do they have the tools in place to measure whether or not they’re achieving goals and objectives? Communications audit -What are the messages they’re trying to communicate with their audience? Affordability? Value? Convenience? Taste? Personality? -By what means are they communicating that message? Via word of mouth? Social media? Internet? Email blasts? -When are they communicating that message? How often are they on social media and which channels? Where and when are they advertising?

Midterm Rubric: Analysis & Recommendations SWOT Analysis -A planning method used to evaluate the strengths, weakness, opportunities and threats involved in a business project or venture. -Talking with clients, examining their online and social presence and monitoring their business is how you conduct a SWOT analysis.

Midterm Rubric: Analysis and Recommendations SWOT Analysis -Strengths: What are they doing well? What advantages do they have over competitors? -Weaknesses: Where is there room for improvement? -Opportunities: Where do you see openings in the marketplace that you client can exploit? -Threats: What external factors are obstacles or a blockade to your client? Analysis -In your opinion, how should client approach SWOT?

Midterm Rubric: Audience Analysis & Recommendations Overview of current audience -Who are your client’s customers? Where do they live? What is their age, gender, etc? Identification of audience persona and character profile -Give us a brief glimpse into a day in the life of your client’s typical customer. Based on demographic information, create a fictional day-in-the-life scenario. HINT: (http://www.awertzberger.com/type2/audiencepersona.html) Identification of audience via social technographics profile -Find out who your client’s customers are and build a profile. Where do they fall on the ladder? HINT: (http://empowered.forrester.com/tool_consumer.html) Identify audience action goals -What does the business want the customers to do? Attend an event? Spread the word via social and word of mouth? Buy more?

Midterm Rubric: Communications Strategy and Recommendations Key message -What is your client’s one “big idea?” A key message is what you are doing and why. Think of it as a big, bold statement that grabs people’s attention and explains why they should care. It should differentiate you from your competitors. Supporting messages -What other ideas or points of view might you have that back up your key message? Related topics and conversations -Is there anything else you want to say here that is related to your key and supporting messages. Key content recommendations -What specific recommendations might support your key message?

Midterm Rubric: Social Media objectives and strategy Restatement of business goals -Go back to “Discovery” and restate your client’s business goals. Key social media objective and supporting objectives -Based on the “Groundswell,” what objectives is your client pursuing? Are they interested in using social media to listen? Energize? Talk? Embrace? Definition of key strategy -How you do intend to carry out objectives? How will relationships with customers change if objectives are successfully carried out? How will roles and responsibilities within the company change?

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 existing tools be used to support objectives? Identify whether or not new key tools should be used and how they will support objectives. -What social media tools that you client is NOT currently using might they consider in achieving objectives? Pinterest? Blogging? Podcasting? Vine?

Midterm Rubric: Metrics What will be measured both quantitatively and qualitatively? -How will you measure success? More likes? More Twitter followers? An internal wiki where every employee contributes? Twenty brand enthusiasts Yelping on your behalf? An increase in customers? -If you plan is successful will it mean more engaged tweets, more detailed blogs, engaged responses to Facebook status updates? Indications of risk -Is strategy is carried out, what could go wrong? Recommendations on how to reduce and respond to risk. -Knowing that things can and will go wrong, how will you advise client to minimize risk?

Midterm Rubric: Closing Summary Statement of need and business goal -Restate your client’s business goal and what it would take (funds, time, willingness, etc.) to make it successful. Statement of social media objective and strategy -Restate or recap your social media objective and strategy here. Vision statement of success (definition of change) -A vision statement is an idealized description of a desired outcome that helps create a mental picture of your target. For example: Microsoft once envisioned, “A personal computer in every home running Microsoft software.”