1. Client Analysis

2. “8.9 Million Oscars-Related Tweets Sent Sunday”

3. Pulled by Jacki Bubis

4. POST-A: 5 Steps for developing
your social media plan
1. PEOPLE
2. OBJECTIVES
3. STRATEGY
4. TECHNOLOGY
5. ASSESS

5. Key Objectives & Strategies Nurturing
A Community:
Building authority
Sustainability strategy: Allowing
supporters to help each other
Energizing Supporters strategy: Rallying key
supporters towards an action or cause
tools
Conversing & Buzz strategy: Building relationships by
creating and participating in conversations--direct
engagement
Listening & Monitoring strategy:
Collecting info and insights through conversations
time

6. Key Objectives in the Groundswell & Business
BUSINESS GOALS SOCIAL OBJECTIVES SOCIAL STRATEGIES
Research Listening Monitoring
Marketing Talking Conversing
Sales Energizing Rallying
Support Supporting Sustaining
Development Embracing Nurturing

7. Group Exercise
1. Alliance Bakery
2. Specimen Guitars
3. Rotofugi
4. White Birch Trading Co.

12. Group Exercise
Review your client and their basic needs. Dig a bit deeper at understanding their
General and targeted audiences and audit their current online presence.
Based on what they need and assessments of their online activities, do the
following:
1. Identify business goals and basic social objectives and order them in
priority.
2. Based on the objectives, provide a recommended strategic path
3. Then identify some specific social technologies and how they can
tactically use them to achieve their objectives.
4. Finally, discuss in your group how you would determine success—
what can be measured in both quantity and quality?
5. Be prepared to present your ideas to the class as a group.

13. Assignment due next week
1. Objective: Deepen your understanding of your client and their
industry. Assignment: Audit and chart your client’s online and social
media communications channels, identify and define
audiences, identify competitors in the market and narrow your
client’s social media objective. Format should be an outline. This will
help prepare you with your midterm project. Due in next week as a
printed document. 20 points
2. Objective: Understand more about Social Media and company
culture. Assignment: Read chapter 11 of Groundswell, provide a brief
response on your blog. Due next week. 10 points