7. 24-Jun-14
Owned vs unowned platforms
• Unowned
– High audience, (generally) high engagement
– “At their call” – governance risk on dependance of external
– Not “free”
– E.g. Facebook, Twitter, LinkedIn…
• Owned
– Low audience, (generally) high engagement (variable++)
– Hard to get people a) there & b) engaged value proposition
– Control your own distribution, reach, measurements
– Not “free”
– E.g. customer forums, blogs, custom tools.
– WTH would it look like?!?!?!?
7
Brands are shifting away from unowned platforms.
9. 24-Jun-14
Hard to reach audiences
• Not always on social either
• Segmentation is key
– Remarketing
– Value proposition
– Brand partnerships/sponsorships
9
Hard to reach audiences can be…hard to reach
10. 24-Jun-14
Internal engagement
• Internal advocates
– FFFs
– Do they want to?
• Internal ideas
• Internal issues – what’s the role of marketing?
10
Your audience might not just be external
12. 24-Jun-14
• Are your audiences similar?
• Be wary of different consumption patterns
• Automation a double edged sword
• Keep your objectives in mind – are “Likes”
important at all?
12
Channel integrations
Automated ≠ easy/free/cheap/no effort
13. 24-Jun-14
• Is your cross channel campaign
integrated?
• Do your messages make sense across
channels? Consistency is key
• Have you identified your different
stakeholders & where they are
13
The myth of the “cross channel
campaign”
Cross channel should be integrated, or go home.
14. 24-Jun-14
• …anything.
• Might be content across different channels,
different messages, different purposes.
• Work out where you want consumers and
encourage them to the best channels
– Doesn’t always work
14
So what does it look like?
Strategy is an enigma.