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How to integrate digital in a traditionnal campaign?


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How to integrate digital in a traditionnal campaign? I'm trying to help you figure this out. This is a very basic document to consult if you are starting with digital.

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How to integrate digital in a traditionnal campaign?

  1. 1. How to integrate digital in a traditionnal campaign?
  2. 2. Let’s talk about digital
  3. 3. 3 It’s not for everyone This is a presentation on how to integrate digital in a traditionnal campaign. If your objectives doesn’t have things like « create a conversation », « engage the consumer » or « create awareness », you have the right to not think about digital for your campaign. Seriously, I don’t see why an ad should not have a digital counterpart in 2014, but let’s just say there could be some exceptions.
  4. 4. 4 Digital is more than a big box ad You do not integrate a TV ad into digital simply by creating a big box ad of a still of the TV ad. Digital is about interacting with the consumer, it’s about making him engage with your brand and it’s about selling your product. I’m speaking digital as a whole, sometimes (often) it’s about social media, others it’s about a website. The important part is about how ALL this will be linked together.
  5. 5. 5 Digital is more than a Facebook post You may think that people will love seeing an image of your ad on their Facebook newsfeed, will relate to your TV ad and will establish a connection with your brand. It’s more than that, way more.
  6. 6. 6 Digital is a big and connected ecosystem
  7. 7. First, let’s get this off my chest : it’s more than putting an hashtag
  8. 8. 8 An hashtag in a TV ad is cool a
  9. 9. 9 But it’s how you will follow up online a
  10. 10. 10 « Yeah, just put an hashtag on it and people will tweet! » a
  11. 11. 11 « A cool stunt where people will share their photos online » » a
  12. 12. 12 Or not
  13. 13. 13 What can we learn about the hashtag? Choose an hashtag that is not already used if you want it to be yours. Specially, don’t choose a common word for an hashtag if you want people to link the hashtag to your brand. Don’t think an hashtag will do the work for yourself. It’s all about how you use it. Don’t put an hashtag just because you want it to be social, it won’t work.
  14. 14. It’s also more than putting a logo
  15. 15. 15 Including only social media logos
  16. 16. 16 Yeah, people will follow you because you have the Facebook and Twitter logos Why shouldn’t they? They have everything they need to : a Facebook logo and your brand.
  17. 17. 17 What can we learn from « this »? What do you want the user to do with only a logo of a social network? Congrats, you are one of the billion brands on social media. The same goes for your website. It’s not enough to have an URL of your website, if people were interested in you, they don’t need the URL, they will Google it.
  18. 18. One of the main important point : Having the right call to action
  19. 19. 19 A cool hashtag without a clear call to action
  20. 20. 20 Also means no follow-up a
  21. 21. 21 Have a simple calls to action Hashtag appears during the ad Call to action to website
  22. 22. 22 With a follow up on website with the detailed process a
  23. 23. 23 Another good Youtube Integration with lots of call to action For more infos on the products To see the other ads To convert the user into a subscriber
  24. 24. 24 What can we learn about the call to action? The call to action must be clear, else people won’t do anything after watching your ad. If you tell the users what he needs to do exactly, there will be more chances that he will do it. You don’t have to tell the whole process of the user in the TV ads, continue the conversation online
  25. 25. Paid media may be needed
  26. 26. 26 A super cute video with an emotional hashtag a
  27. 27. 27 People naturaly talk about it a
  28. 28. 28 All this got help from paid media
  29. 29. 29 What we can learn about coherence? There is (almost) never enough paid media to back up an ad, it only helps the message to spread. Use paid media where you want the people to interact. This also means offline media in some case. Don’t forget this oldie. Millions of people can see it on TV, but if it’s not on social media after, the conversation won’t continue.
  30. 30. It helps to use it for more than one campaign
  31. 31. 31 Funny shareable videos backing the campaign
  32. 32. 32 More than just the TV ad a
  33. 33. 33 People interact and ask questions using the hashtag
  34. 34. 34 What can we learn about continuity? It helps to always use the same plateform to make the consumer think about the product, especially on social media where they can interact with the campaign. People will get used to use your hashtag/campaign not only to describe your TV ad, but interact around your product.
  35. 35. Linking everything together
  36. 36. 36 Share the same message on multiple networks
  37. 37. 37 Lots of videos, all for the benefit of selling the products You can get a free coupon on their website for 50% off. This call to action is also on all videos.
  38. 38. 38 It helps to post the « same » message on all social networks Tumblr Twitter Faceboo k Instagram
  39. 39. 39 What we can learn about consistency ? It’s important to have lots of content ready for the campaign or be able to create content easily during the campaign. Use all social networks to spread the same message, but adapted to each social networks characteristic.
  40. 40. Lay’s very good example of everything
  41. 41. 41 How to get a lot of people attention to participate in your contest
  42. 42. 42 A « viral » video
  43. 43. 43 A vine for each flavor a
  44. 44. 44 Lots of tweets a
  45. 45. 45 A Youtube video to promote each flavor
  46. 46. 46 What can we learn about complementary ? A campaign has to live on every social network your fans are and you need to have a different plan for each network. You need to think beforehand where you want your campaign to live to be sure to have enough material available.
  47. 47. How to create a successful integrated marketing campaign
  48. 48. 48 The 4C of integrated campaigns Coherence – different communications are logically connected? Consistency – multiple messages support and reinforce, and are not contradictory? Continuity – communications are connected and consistent through time? Complementary – synergistic, or the sum of the parts is greater than the whole?
  49. 49. 49 3 simple ways to do it Give fans something to interact with. Engage fans with content related to your campaign. Continue the conversation after the campaign.
  50. 50. 50 Always keep those in mind. Have a clear understanding of where you target audience is. Have a consistent look. Have a consistent message. Have a lot of content ready beforehand. Have a clear call to action for the user. Have analytics in place to measure and adapt in « realtime ».
  51. 51. Thank you