3.  Situation (what is)  Target (what will be)  Proposal (how to get there)

4.  What is the business?  Where is client presence today?  Who are competitors?  Who are the influencers?  Who is the audience (and how did you make this deduction)?  What kind of content is being shared?  What are the constraints?

5.  Q: What is the business? For example, RR v transportation v experience good  A: In your personal project we asked you to think about what you want to be known for. Help clients think beyond the immediate product category.

6.  Q: Where is client presence today? How effective?  A: I asked you to look at your existing channels and pick one (or two) to focus on for this 10 week period in your personal project; same process for group (client) project. Conducting a social media audit, FB and Twitter. Conducting a social media audit, FB and Twitter

7.  Q: Who are competitors - what are they doing in these spaces?  A: Last week, we began identifying competitors (aka peers) for our group projects (clients), not unlike the process for individual projects. What are some of their successful SM campaigns?  See HBR, How to find competitive knowledge in social networksHow to find competitive knowledge in social networks

8.  Google/Bing competitor and client  Facebook/Twitter/LinkedIn search (and any other channel that you might recommend)  Search blogosphere and YouTubeUse  SocialMention.com for location/genre search  Topsy.com for real-time tweets/links  Who are industry/regional thought leaders?

9.  Q: Who are the influencers?  A: With Marshall Kirkpatrick next week, we’ll learn how Little Bird helps marketers find key influencers. Once IDed, what do we do with them?

10.  Q: Who is the audience (and how did you make this deduction)?  A: Each team will need to make assumptions that are clearly identified in report (unless you have data). 72% adults who went online used social media sites (2013) 72% adults who went online used social media sites

13.  Q: What kind of content is currently being shared?  A: Analyze channels for current content patterns and types. Look for metrics on shares and interactions (engagement). Look for hashtags.

14.  Q: What are the constraints?  A: Each client is resource-constrained, primarily by time and secondarily by budget and knowledge of the social media ecosystem.

15.  What do you want to accomplish, such as ◦ Grow audience ◦ Engage audience ◦ Demonstrate value  Real world: social media is a part of a larger marketing plan/effort (and we probably don’t get to pick these metrics).

16.  Download (e.g., white paper, coupon code)  In-bound email  In-bound phone calls  Online purchases  Retail visits  Sign up (RSS, for ex.)  Web site visits  Comment  Join community  Like (FB)  Listen to podcast  Recommend you (LI)  Retweet  Share  Upload photo, video  Watch YouTube clip

17.  Increase …  FB friends n%  recruiting hires n%  sales n%  Twitter followers n%  web traffic n%  Number of …  @ replies  comments (blog, FB, LI)  FB, LI shares  Flickr views, downloads  forum posts  leads  retweets  views on YouTube

19.  What channels and why?  What message/s and why?  When/how often and why?  What tools will you use to measure?  How to create/find content on a time budget?  What policies/guidelines?

20.  Q: What channels and why?  A: Know the platforms. Recommend a ranked subset of channels with rationale and resource needs. All three clients have resource constraints. How should they balance their efforts?

22.  Q: What message/s and why?  A: Use creative thinking to suggest topics as a way to experiment with audience connection. Examples: recipes, menus, cocktails, events, quotes …

23.  Q: When/how often, what and why?  A: Recommend a frequency as well as time of day. Back the recommendation up with data. Discuss images, links, videos, quips.

25.  Q: What tools will you use to measure?  A: Again, consider budget for tools to be zero. How can you help your client use analytics to judge “success” and be able to make course corrections?

27.  Q: Where to find sharable content? How to create content when you have little time?  A: We’ve talked about content sources, and I’ve asked you to tweet class resources using our #uwsmc hashtag, which are collected on TagBoard and our blog. How do we find sources for our clients? TagBoardour blog

28.  Q: What content tools to recommend?  A: Recommend filtering/aggregation tools as well as scheduling tools. But don’t just say “use XYZ,” show how it works with a story. Build a sample editorial calendar. Remember to include resources for self- directed training in the report (but probably not the preso.) Build a sample editorial calendar

30.  Q: What recommended policies are needed?  A: Such as, examples of posts that are “thumbs up” and “thumbs down”; consider password/two- step authentication recommendations; consider discussion about libel/defamation. Basic copyright with explanation of Creative Commons and sources of images that are OK to share, use in blog posts. HBR, How not to unwittingly reveal company secrets & Answer these 4 questions before answering an angry tweet. In written report, probably not preso.How not to unwittingly reveal company secretsAnswer these 4 questions before answering an angry tweet

32.  Higher level than report  Still needs to contain all three components (STP)  Use visuals when you can (don’t emulate this!)  Use screen captures; try not to link to live pages (you cannot count on the Internet and networks cooperating)

33.  Title Page ◦ Business name ◦ Date ◦ Team members  Executive Summary ◦ One page maximum

34.  Situation ◦ Current status of business in social ◦ Comparison to peers/competitors ◦ Audience/opportunities  Target ◦ One or two key targets ◦ Measurable, realistic

35.  Proposal ◦ Initiatives per channel, followed by tactics ◦ Initiatives are verb-based, e.g., build loyalty among regular customers ◦ Tactics may be channel-specific; important that clients understand the need for content customized to the channel (not this)not this ◦ Recommended tools for managing content, measuring results

37.  Proposal, cont’d ◦ Relevant content policy recommendations ◦ Identify, acknowledge significant risks: what might go wrong? Contingencies? What kind of impact would that have on the organization? ◦ Timeline with milestones (points to stop and assess)  Conclusion ◦ Can be recap of executive summary

38.  Don’t confuse volume with quality: shorter generally trumps longer (it’s harder to write concisely but it’s kind to your audience)  Active voice not passive  Run grammar check  Remember this is a persuasive presentation; use facts, data, emotion to drive home your points

39.  Build awareness: customers have to know about the product to buy it  Expand distribution: customers have to find a product to buy it  Increase buying rate: create reasons for existing customers to buy more

40.  Build penetration: gain new customers  Increase loyalty: customers avoid the competition  Improve product quality: happier customers buy more and tell their friends

47.  CDC, National Prevention Information Network CDC, National Prevention Information Network  ChampionsWay Social Media Strategy ChampionsWay Social Media Strategy  Wyoming Entrepreneur Wyoming Entrepreneur