what is a campaign?
DESCRIPTION
Explains an internet marketing campaign.TRANSCRIPT
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
What is a Campaign?SW+ Learning Session
4th February 2009
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Cam.paign | kam’pan |
Noun
an organized course of action to achieve a particular goal
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Why do we need campaigns?
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Current Day Communication
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
What we would like to achieve
» Current Day Communication
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
How do you change this?
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Interactive Brand Experiences
Ie.
INTERACTIVE CAMPAIGNS
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Tell me, I forget
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Show me, I remember
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Involve me, I understand
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Remember?
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
»Tell me, I forget»Show me, I remember
»Involve me, I understand
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
THE campaign of 2008
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Background
» Election two phase race- Primaries (Democrat vs Democrat)- General Election (Democrat vs Republican)» Democrat sentiment low: Al Gore, John Kerry etc.» Apathetic youth» Low voter turnout» Limited campaign budget» A young man with limited experience» A black man
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»Barackobama.com
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»Barack Blog
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»Social Networking
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»Even the Wassssssuppp guys were there…..
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»Personal Social Networking - MyBarackobama.com
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
» Offered integration with Facebook, allowed users link-up with my.barackobama profile, then inviting existing Facebook friends to their Obama profile.
» Users could create blogs & groups that they used to campaign for Obama’s cause.
» Activity tracker gave users marks out of ten, depending on how active they were in campaigning online and offline.
» Received points for organising events, raising funds, recruiting to groups, joining groups, & writing blogs.
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
» A Neighbour-to-Neighbour tool allowed users to find undecided registered voters living near them to canvass.
» Functionality such as finding friends, finding events and hosting your own events that campaign for Obama.
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»Mobile Marketing - Obama Mobile
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»SEO
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
» “Barack” & “Obama” = 1st in four main search engines
» Each page has different title tag» Alt tag descriptions for all images
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
»SEM / PPC
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Campaign Tools
» Most keywords related to presidential campaign captured
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
The Stats
» Facebook: 5,000,000 supporters» Water cooler app: 25,000 monthly active users» MySpace: 1,180,676 friends» You Tube: 174 000 video results» You Tube: 20,000,000 channel views» Twitter: 230,000 followers
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
The Stats
» US$ 600 million raised
» 3,000,000 donors
» US$ 55 million raised in Feb 2008 (US$ 45 million online)
» Nearly US$ 2 mllion per day
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
The Stats
44th New President = Barack Obama
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Keeping promises
» Change.gov - Transition Website» Whitehouse.gov - Blog channel- Register for updates» YouTube Channel» Airforce 1 Twitter Feed
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Dear Mr President - Beyond the
Election
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Mr President & Beyond
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Why do we want to do
campaigns?
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
WHY?
» We’re a DIGITAL MARKETING AGENCY!
» We’re surrounded by talented THINKERS
» Our CLIENTS WANT this
» Advertising agencies are TERRIFIED of this!
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
HOW?
» Strategy First
» An IDEA ( a way of doing or executing)
» Strong CREATIVE, underpinned by sound TECHNOLOGY
» METRICS! How well have we done?
» Full 360 offering (STRATEGY to ONLINE MEDIA)
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
WHAT?
» A campaign is not a tick box
» Email only
» Difficult to do in isolation
» As long as it achieves an objective
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
ABOVE THE WEB BELOW THE WEB
Digital Marketing Pillars
WEBSITE
METRICS & ANALYTICS
OPTIMISATION& NEXT PHASES
BEYOND THE WEB
‘CLOSING THE LOOP’
WEB2.0
ATTRACT USERS TO WEBSITE
CRM & LOYALTY
SALES LEADS & CONVERSIONS
» Generating return visits» Driving registration into customer databases» Developing CRM touchpoints» Ongoing d/base communication• Online Media
• Mobile Media• Email Marketing• SEM• SEO• Social Media Marketing• Electronic Retail Marketing
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Agency collaboration
CLIENTUniversal Strategy Team
IMPLEMENTATION & OUTPUTS
Idea Hub
Measurement & Analytics
Recollect & Refine
Traditional Interactive
Mobile PR Interactive Through the line
Brief in problem / challenge
How we like to work
TIME
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
Cam.paign | kam’pan |
What is a Campaign: January 2009 Stonewall Digital Marketing 2009
An organized course of action to achieve a
particular goal