Digital Academy | Class 12

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  • A few reasons why to run integrated digital campaigns
  • 3200 tweets per minute 44 hours of Youtube content posted every minute
  • Brands need to embrace true storytelling. Branded content is NOT the same thing.
  • 2. (potentially more/more relevant brand engagement)

Transcript

  • 1. D IGITAL AC AD EMY VOL .1 2 C R OSS- C H AN N EL D IGITAL C AMPAIGN S 1 0 T H A P R I L 2 0 1 4 Daniel Nuss Head of Media Daniel.Nuss@LBi.com +971 (0) 4 446 2404 @businuss
  • 2. Agenda • What is a Cross-Channel Digital Campaign? • …why bother? • Campaign mechanics • Media strategy – who does what? • Campaign workflow • Group task
  • 3. What is a Cross-Channel Digital Campaign?
  • 4. Work together, drive greater Impact PPC Social PR SEO Insight & Analytics eCRM Display Creative
  • 5. Get them all aligned!
  • 6. Afew real-live examples…
  • 7. Elements of a Cross-Digital Campaign Incentive/ Prize Competition User Generated Content Campaign Landing Page Voting # Blogger Event
  • 8. …why bother?
  • 9. SEO has changed…
  • 10. SEO has changed… Panda High-quality content that is engaging and incentivises users to share UPDATESIMPLICATIONS
  • 11. SEO has changed… Panda Penguin High-quality content that is engaging and incentivises users to share No more high volume manual link building activity UPDATESIMPLICATIONS
  • 12. 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 UPDATESIMPLICATIONS
  • 13. SEO & Social are becoming one… Social SEO Social SEO
  • 14. How social signals can look like
  • 15. Content is King
  • 16. Social & CXM
  • 17. SEO – then vs. now • add
  • 18. We believe that when you combine data and storytelling you can conjure something truly powerful.
  • 19. Campaign Mechanics
  • 20. Distributing Positive Signals Campaign Landing Page Priority LP #1 Priority LP #2 Priority LP #3 $ $ $ #
  • 21. Layout of a Campaign LP Header/Navigation Logo Campaign Banner CTA Submit ShowP rizes Name eMail Comment
  • 22. Media Strategy - Who does what?
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. Campaign Workflow
  • 28. Campaign Workflow • Objectives • Budget • Target audience • The BIG idea > 1-2 weeks Brief & Brainstorm
  • 29. Campaign Workflow • Objectives • Budget • Target audience • The BIG idea > 1-2 weeks Brief & Brainstorm Planning • KPIs • Mechanics • Media strategy > 3-4 weeks
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. Group Task: Plan your own Cross-Channel Campaign!
  • 35. 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.
  • 36. 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
  • 37. …keep it simple!
  • 38. 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!
  • 39. …so what are the Benefits? Your 1st Integrated Digital Campaign! Engaging & relevant content Greater social engagement Better rankings Greater impact NON-brand story telling Natural backlink profile Increase in high- quality traffic Better cost efficiency
  • 40. Thank You
  • 41. 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!