digital academy | class 12
TRANSCRIPT
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
[email protected]+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
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!
