Developing your Social Media and Customer Engagement Strategy

The Social Media and Customer Engagement Strategy should be about a new school I’m planing to open in the future.

My strategy should include the following:
• Purpose – What are the reasons you are developing this strategy? What is going on in the marketplace etc., that prompts your organization to revisit particular product or service and how will this strategy help with enhancing or building ( if its a new product or service launch) brand awareness, brand visibility, engage those who can influence the value of your product or service, create community of brand loyalist, create brand internal brand ambassadors, create internal buy-in and how does the strategy fit into the overall mission and public relations image of the company or organization?
• Conclusion – What will be the logical evolution of your customer engagement strategy? Which components will roll out first. What measurements needs to be in place? ( See Measurements)
I would like to see the following components in your strategy:
• Collaboration – Who or what departments will collaborate with you on this strategy and what are their respective roles?
• What will be the role of the Community Manager and how will he or she be integrated and kept abreast of other departmental communications and activities that might affect the strategy?
• Will there be any training needed for your team of collaborators and departments?
• Target audience persona
• Define your customer engagement marketing Mix – Social Networks, Platforms, Mobile Technologies, Blogs, Gaming, Geo
• Which social platforms will you use:
• Twitter, Facebook, Linkedin, Pinterest, Facebook, Twitter, Google Plus, YouTube, Triber, Tumbler, Four Square, etc.,
• Bookmarking (Delicious, Google Chrome etc.)
• Video (Hangouts, Skype, YouTube) – In – house or outsourced?
• Content development and integration – Who will post? How much to post? ( 600 words is acceptable ) How often will content be updated?
• Website or Blog. Which Widgets or Plug-ins to use?
• Set the Rules of Engagement i.e., Channels for Management
• Social Media Policy – Develop or Overhaul?
• Online and offline events, campaigns, fundraisers, PR campaigns, Email campaigns.
• What will be your off line and online networking strategy?
• Lead Generation – What type of leads are you looking for? Quantifiable (Hard ROI) or Qualitative ( Soft ROI) Example: Increase in membership, Increase in paid members, Increase in program attendance, Increase in paid service request etc.
• Measure ( Why, how and what are you measuring?) Analyze, Report, Adjust strategy if needed and Revisit – Do not under estimate the power of revisiting your strategy and the power of data. Revisiting your strategy is Priceless and data is Powerful
Remember you are not presenting this strategy until May 2nd, 9th and 16th. Each homework assignment before and until April 18th are designed to assist you with understanding the various components of your strategy and how they will work.