Session two of the Social Media & PR Strategies course in the Marketing Communications Program at Colombia College Chicago.

1. {overview of social media strategy}

2. introduction
• thinking strategically and acting tactically
• what is to be expected: participation,
research, reading and response
• midterm project: client proposal and plan
• final project: campaign plan

3. social media
It’s kind of like…

5. 4 basic online communications goals
• to inform audiences
• to educate audiences
• to persuade audiences
• to entertain audiences

6. online users:
tools categorized by people’s actions
• people creating: blogs, podcasts, videos
• people connecting: social networks
• people collaborating: wiki’s, crowd sourcing
• people reacting: reviews, liking, digging
• people accelerating consumption: sharing,
aggregating, RSS feeds

7. online users:
technographics & categories
creators
conversationalists
critics
collectors
joiners
spectators
In-actives
} influencers
organizers {
} majority

8. discussion
“where is our client in relationship to their
desired audience?”
“how should they be engaged and for what
purpose?”

9. 10 MINUTE BREAK

10. Social Media Policy
• identifying client culture
• anticipating audience engagement
• setting guidelines for online engagement
• preventing and responding to crisis

11. Social Media Policy
• case studies
• samples
• worksheet

12. Social Media Planning
How do you fix a broken sink?

13. Social Media Planning
• people: what are they ready for? where are
they? what level of engagement are they at?
• objectives: what do you want to do to achieve
your goals? what will be accomplished?
• strategies: what will change and how? how
will it be measured?
• technology, tools & tactics: what are the best
tools to help you get there?

14. Social Media Planning: People
• Develop a technographic analysis of targeted
audience.
• Identify users with the most impact based on
technographics.
• Develop engagement decisions based on
analysis and impact level to define your
objectives.

15. Social Media Planning: Objectives
• Establish your goals and identify what it is you
want to do (to conduct research, to create
market buzz, inform and sell products, provide
support to customers, develop and improve
products and services)

16. Social Media Planning:
Strategies
• Identify the process (listening for research,
conversing to create market buzz, rally key
fans, nurture a community, include customers
to improve products)
• Identify what it is you want to change if you
are successful with your objectives.
• Identify how you will measure these changes.
• Learn to adapt to changes in the process

17. Social Media Planning: Technology
&Tactics
• Lastly, identify the tools needed to
communicate, engage and measure your
success.
• Identify how the tools will be used

18. Midterm Project

19. Midterm Project
1. Identify your client.
2. Develop a proposal document that will
include a recommended Social Media
Policy based on client culture and a Social
Media Strategy to engage their clients and
create change.

20. Assignment due next week
1. Objective: Become familiar with where the industry is at now.
Assignment: Download, read and respond to 2011 Social Media
Marketing Industry Report on your blog.
2. Objective: Begin to assess your client. Assignment: Choose your
midterm client and write a brief blog post describing your
impressions of the client—include impressions of client culture,
online social activity, and audiences.
3. Objective: Understand more about audience technographics and
strategies. Assignment: Read chapters 3 & 4 of Groundswell
4. Extra: Research other marketing blogs and add them to your
Wordpress blog roll