Co-creating a Social Marketing Strategy with a client/partner requires a clear understanding of the client's business - what is their service, product and/or "value proposition" - and also their customer. Who are they trying to reach?
Then the social marketing team must discover the needs and goals of the client. What are goals and results that would be important for the organization to achieve. The way to uncover social marketing opportunities - areas where the client's goals align with appropriate social marketing tools - is through a client assessment interview.
Here are some of the questions that can help assess a client's goals...and also the points of intersection between overall goals and the 'best match' of which goals can be effectively achieved through a social marketing campaign.
QUESTIONS TO DISCUSS
Who is your customer / target?
What is your ‘value proposition?’ The ‘Offer’?
Who are the chief competitors / collaborators who offer your product/service?
What do you do better than others like you?
What is the biggest problem you face as a biz/service?
What do people NOT know about your biz/service?
What would success look like to you?
How will you measure ‘success’?
Then the big question, which the social marketing team must reflect on, is:
WHICH OF THESE CAN BE DONE WITH SOCIAL??