Cross-Channel Digital Campaign Planning Guide
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This document discusses cross-channel digital marketing campaigns. It begins by defining a cross-channel campaign as one that aligns different digital marketing channels like search, social media, public relations, email and displays around a unified message. The document then discusses why these types of campaigns are effective by explaining how search engine optimization and social media are becoming more intertwined. It provides examples of campaign elements and outlines the roles that different channels like SEO, social media, public relations, and paid media can play. It also describes best practices for campaign mechanics, workflow, and concludes by having attendees plan their own hypothetical cross-channel campaign.
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Cross-Channel Digital Campaign Planning Guide
- 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!
- 7. Elements of a Cross-Digital Campaign Incentive/ Prize Competition User Generated Content Campaign Landing Page Voting # Blogger Event
- 8. …why bother?
- 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.
- 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
- 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!
Editor's Notes
- 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)