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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
...
Agenda
• What is a Cross-Channel Digital Campaign?
• …why bother?
• Campaign mechanics
• Media strategy – who does what?
•...
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!
Afew real-live examples…
Elements of a Cross-Digital Campaign
Incentive/
Prize
Competition
User
Generated
Content
Campaign
Landing
Page Voting
#
Bl...
…why bother?
SEO has changed…
SEO has changed…
Panda
High-quality content
that is engaging
and incentivises users
to share
UPDATESIMPLICATIONS
SEO has changed…
Panda Penguin
High-quality content
that is engaging
and incentivises users
to share
No more
high volume
m...
SEO has changed…
Panda Penguin Search+ Your World
High-quality content
that is engaging
and incentivises users
to share
No...
SEO & Social are becoming one…
Social
SEO
Social
SEO
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 something
truly powerful.
Campaign Mechanics
Distributing Positive Signals
Campaign
Landing
Page
Priority
LP #1
Priority
LP #2
Priority
LP #3
$
$
$
#
Layout of a Campaign LP
Header/Navigation Logo
Campaign Banner
CTA
Submit
ShowP
rizes
Name
eMail
Comment
Media Strategy -
Who does what?
Media Strategy – Who does what?
SEO
• Optimisation of landing page
• Creation of shareable content
• Identify relevant inf...
Media Strategy – Who does what?
PR
• Distribution of optimised press
releases to maximise reach
• Contacting news editors,...
Media Strategy – Who does what?
PPC
• Keyword research
• Account build out
• Added site links to branded ads
• Campaign op...
Display
Paid Media
PR &
eCRM
Media Strategy – Who does what?
Display
• Google Display Network
• AdExchanges & RTB
• TrueVi...
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
• ...
Campaign Workflow
• Objectives
• Budget
• Target audience
• The BIG idea
> 1-2 weeks
Brief &
Brainstorm
Planning Productio...
Campaign Workflow
• Objectives
• Budget
• Target audience
• The BIG idea
> 1-2 weeks
Brief &
Brainstorm
Planning Productio...
Campaign Workflow
• Objectives
• Budget
• Target audience
• The BIG idea
> 1-2 weeks
Brief &
Brainstorm
Planning Productio...
Campaign Workflow
• Objectives
• Budget
• Target audience
• The BIG idea
> 1-2 weeks
Brief &
Brainstorm
Planning Productio...
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 few more Tips
• One BIG prize plus many small ones
• At least one designated prize per channel
• Incentivise to share, i...
…keep it simple!
A few more Tips
• One BIG prize plus many small ones
• At least one designated prize per channel
• Incentivise to share, i...
…so what are the Benefits?
Your 1st
Integrated
Digital
Campaign!
Engaging &
relevant content
Greater social
engagement
Bet...
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!
Digital Academy | Class 12
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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 of "Digital Academy | Class 12"

    1. 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. 2. Agenda • What is a Cross-Channel Digital Campaign? • …why bother? • Campaign mechanics • Media strategy – who does what? • Campaign workflow • Group task
    3. 3. What is a Cross-Channel Digital Campaign?
    4. 4. Work together, drive greater Impact PPC Social PR SEO Insight & Analytics eCRM Display Creative
    5. 5. Get them all aligned!
    6. 6. Afew real-live examples…
    7. 7. Elements of a Cross-Digital Campaign Incentive/ Prize Competition User Generated Content Campaign Landing Page Voting # Blogger Event
    8. 8. …why bother?
    9. 9. SEO has changed…
    10. 10. SEO has changed… Panda High-quality content that is engaging and incentivises users to share UPDATESIMPLICATIONS
    11. 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. 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. 13. SEO & Social are becoming one… Social SEO Social SEO
    14. 14. How social signals can look like
    15. 15. Content is King
    16. 16. Social & CXM
    17. 17. SEO – then vs. now • add
    18. 18. We believe that when you combine data and storytelling you can conjure something truly powerful.
    19. 19. Campaign Mechanics
    20. 20. Distributing Positive Signals Campaign Landing Page Priority LP #1 Priority LP #2 Priority LP #3 $ $ $ #
    21. 21. Layout of a Campaign LP Header/Navigation Logo Campaign Banner CTA Submit ShowP rizes Name eMail Comment
    22. 22. Media Strategy - Who does what?
    23. 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. 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. 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. 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. 27. Campaign Workflow
    28. 28. Campaign Workflow • Objectives • Budget • Target audience • The BIG idea > 1-2 weeks Brief & Brainstorm
    29. 29. Campaign Workflow • Objectives • Budget • Target audience • The BIG idea > 1-2 weeks Brief & Brainstorm Planning • KPIs • Mechanics • Media strategy > 3-4 weeks
    30. 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. 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. 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. 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. 34. Group Task: Plan your own Cross-Channel Campaign!
    35. 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. 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. 37. …keep it simple!
    38. 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. 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. 40. Thank You
    41. 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!
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