digital academy | class 12

DIG ITAL ACADEMY VOL .12CROSS-CHANNEL D IG ITAL CAMPA IGNS1 0 T H A P R I L 2 0 1 4

Daniel NussHead of Media

Daniel.Nuss@LBi.com+971 (0) 4 446 2404@businuss 

Agenda

• What is a Cross-Channel Digital Campaign?• …why bother?• Campaign mechanics• Media strategy – who does what?• Campaign workflow• Group task

What is a Cross-Channel Digital Campaign?

Work together, drive greater Impact

PPC

Social

PR

SEO

Insight & Analytics

eCRM Display

Creative

Get them all aligned!

A few real-live examples…

Elements of a Cross-Digital Campaign

Incentive/Prize

Competition

User Generated

Content

Campaign Landing

Page Voting

#

BloggerEvent

…why bother?

SEO has changed…

SEO has changed…

Panda

High-quality content that is engaging and incentivises users to share

UPD

ATES

IMPLI

CATIO

NS

SEO has changed…

Panda Penguin

High-quality content that is engaging and incentivises users to share

No more high volume

manual link building activity

UPD

ATES

IMPLI

CATIO

NS

SEO has changed…

Panda Penguin Search+ Your World

High-quality content that is engaging and incentivises users to share

No more high volume

manual link building activity

Creation of social signals & buzz

rather than pure link acquisition

UPD

ATES

IMPLI

CATIO

NS

SEO & Social are becoming one…

Social

SEO

SocialSEO

How social signals can look like

Content is King

Social & CXM

SEO – then vs. now

• add

We believe that when you combine data and storytelling you can conjure somethingtruly powerful.

Campaign Mechanics

Distributing Positive Signals

Campaign Landing

Page

PriorityLP #1

PriorityLP #2

PriorityLP #3

$

$

$#

Layout of a Campaign LP

Header/Navigation Logo

Campaign Banner

CTA

Submit

ShowPrizes

Name

eMail

Comment

Media Strategy - Who does what?

Media Strategy – Who does what?SEO• Optimisation of landing page• Creation of shareable content• Identify relevant influencers• Blogger outreach

Social• Community management• Campaign hashtag• Platform specific competitions

(Facebook, Twitter, etc.)• Moderation of UGC

SEO&

Social

Media Strategy – Who does what?PR• Distribution of optimised press

releases to maximise reach• Contacting news editors, portals

& digital publishers

eCRM• Prime position in

weekly/monthly newsletter• Emails optimised for mobile• Channel-specific competition

PR & eCRM

SEO&

Social

Media Strategy – Who does what?PPC• Keyword research• Account build out• Added site links to branded ads • Campaign optimisation

Paid Social• Paid stumbles• Sponsored tweets & stories• Promoted posts

Paid Media

PR & eCRM

SEO&

Social

Display

Paid Media

PR & eCRM

Media Strategy – Who does what?Display• Google Display Network• AdExchanges & RTB• TrueView in-stream ads &

mastheads on YouTube

SEO&

Social

Campaign Workflow

Campaign Workflow

• Objectives • Budget• Target audience• The BIG idea> 1-2 weeks

Brief & Brainstorm

Campaign Workflow

• Objectives • Budget• Target audience• The BIG idea> 1-2 weeks

Brief & Brainstorm

Planning

• KPIs• Mechanics • Media strategy> 3-4 weeks

Campaign Workflow

• Objectives • Budget• Target audience• The BIG idea> 1-2 weeks

Brief & Brainstorm

Planning Production

• Development• Design & UX• Set-up tracking• Channel preps> 2-3 weeks

• KPIs• Mechanics • Media strategy> 3-4 weeks

Campaign Workflow

• Objectives • Budget• Target audience• The BIG idea> 1-2 weeks

Brief & Brainstorm

Planning Production Execution

• Development• Design & UX• Set-up tracking• Channel preps> 2-3 weeks

• KPIs• Mechanics • Media strategy> 3-4 weeks

• Launch• Management• Outreach• Optimisation> 2-4 weeks

Campaign Workflow

• Objectives • Budget• Target audience• The BIG idea> 1-2 weeks

Brief & Brainstorm

Planning Production Execution

• Development• Design & UX• Set-up tracking• Channel preps> 2-3 weeks

• Channel performance

• Social listening• Data analysis> 1-2 weeks

• KPIs• Mechanics • Media strategy> 3-4 weeks

• Launch• Management• Outreach• Optimisation> 2-4 weeks

Evaluation

Campaign Workflow

• Objectives • Budget• Target audience• The BIG idea> 1-2 weeks

Brief & Brainstorm

Planning Production Execution

• Development• Design & UX• Set-up tracking• Channel preps> 2-3 weeks

• Channel performance

• Social listening• Data analysis> 1-2 weeks

• KPIs• Mechanics • Media strategy> 3-4 weeks

• Launch• Management• Outreach• Optimisation> 2-4 weeks

12-16 weeks

Evaluation

Group Task:Plan your own Cross-Channel Campaign!

Group Task: Plan a Cross-Channel Campaign

1. What are the objectives?

2. Define campaign KPIs and targets.

3. Come up with a creative campaign idea.

4. What can I win?5. What do I need to do?6. Define budget spend.

A few more Tips

• One BIG prize plus many small ones• At least one designated prize per channel• Incentivise to share, invite & nominate• And most importantly

…keep it simple!

A few more Tips

• One BIG prize plus many small ones• At least one designated prize per channel• Incentivise to share, invite & nominate• And most importantly …keep it simple!

1. What is it about?2. What do I need to do?3. What can I win?

› Give clear steps on how to participate!

…so what are the Benefits?

Your 1st Integrated

Digital Campaign!

Engaging & relevant content

Greater social engagement

Better rankings

Greater impact

NON-brandstory telling

Natural backlink profile

Increase in high-quality traffic

Better cost efficiency

Thank You

WHAT’S NEXT?

N E X T A C A D E M Y: 1 2 T H J U N E

HUMZA DOING THE LIMBO!