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Adam Hirsch, SVP Emerging Media and TechnologyEdelman DigitalA Digital Marketing and Communications Timeline Worksheet+ 5 Digital Marketing Trends To Jump On (Before It’s too late)

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About @AdamHirsch

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About Lisa XiaFromChinaMulberryChildInternationalRelationsBusiness+ SocialPurposeDigitalCenter ofExcellenceTravelExpertAnd speak three languagesFamily story in a book andfull-length documentaryVisited more than 40 countries;travel blogger for HuffPo andother publicationsManaged Chicago-Chinarelations under Mayor’sOffice of InternationalRelationsAmong the first membersof Chicago’s CSR &Sustainability group inChicagoBuilding stronger integrationbetween B+SP and Digital

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About YouWhat Companies/Organizations do you work for?How many of you have experience in…• Paid Social Media?• Search Engine Optimization?• Community Management?How many of you have heard about…• Converged Media?• Native Advertising?

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Converged Media

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Marketing FunnelAWARENESSADVOCACYCONSIDERATIONCONVERSIONLOYALTY

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Let’s Begin!Why a Marketing and Communications timeline?Let’s get organized!1.Strategy2.Planning3.Execution

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Your GoalNot a goal, but your ultimate goal….Shares, Likes,Clicks are nice… but what’s the goal?Awareness(Conversion) Sign-ups or Registrations?Donations?

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AudiencesDemographics & PsychographicsSegmentation & Personalization

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The TimelineYour marketing and communications timeline is not just about the“Launch”… There’s much more to every campaign:• Pre-Launch• Day before Launch• Launch Day Morning• Launch Day Afternoon• Launch Day Evening• Day After Launch• First 5 Days After Launch• Weeks 2 – X• Final Days• Final morning• Final afternoon• Wrap-up*We’ll come back to this…

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Transmedia CloverLeaf

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Choosing Your ChannelsTraditional and Hybrid Channels:TargetingIncluding: Demographic Geographic Interests Based Competitive Mobile Device Look-a-Like Re-targeting Professional CRM / EmailSocial Channels

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Paid – Owned - EarnedOwned Tactics:•Internal Communications•Create Content: Blog posts, Images/infographics, videos, etc.•Events Earned Tactics:•Social Media•PR and Media Support•Media Hits Paid Tactics:•Social Media•Search•Media Partnerships•Content Distribution•Display

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New Paid FB & Twitter Tactics FB Custom Audiences• CRM matching: Utilize first party data to re-target brand’s customers• Look-a-like: Utilize CRM data to build look-a-like segments of the top 1%and 5% of users who are the most similar to your audience FBX – Facebook Exchange• 1st party data: Place a pixel on brand’s owned properties to build cookiepool of users• 3rd party cookie data: Leverage off Facebook user activity to segment andtarget users on Facebook FB Partner Categories• Leverage 3rd party offline audience behavior data to find users on Facebook Twitter Lead Gen Cards• Community members can sign up in one click – no long forms to fill out,optimized for mobile• Ability to target relevant communities for maximum precision

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Creating Content1. Focus on the Goal2. Establish the Voice3. Evoke an Emotion4. List the Channels5. 50 Dates Before You Can…6. List the Content by Channel by Tactic7. Add to Timeline

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Evoke an Emotion Inspirational Funny/Humor Awareness/Serious Facts Beautiful Imagery Powerful Imagery Surprise and Delight Thought Leadership Nostalgia

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51stDate Before ProposingYou wouldn’t propose on the first date. You have 50chances to make an impression:50 tweetsper person500 postsper year50 postsper person1,500 tweetsper year10%3%DEEPENENGAGEMENTCAPTUREINTERESTTotal ContentPer ChannelConsumptionPer PersonAttentionRate

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Break it All DownThis is what I call “Converged Channel Marketing”

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Break it All Down(Example Starting Graph) ChannelTactic/ContentOwned Earned Paid (Amplify)Target Audience A PR Support Press Release Pay to Distribute PressRelease Target Audience A Influencer Outreach Email Email Outreach Target Audience A Blog Content forAudience A Blog Posts Distribute throughOutbrain Target Audience A Twitter Tweets forAudience A Promoting Blog Post Promote the Tweet(target)Target Audience A Facebook Post for AudienceAImage/Creative Post on Facebook Promote thePost (Target A)Target Audience A SearchOptimize resultsfor Audience ASEO -Search EngineMarketing Ads Target Audience B Facebook Post for AudienceB Image/Creative Post on FacebookPromote thePost (Target B) Target Audience B LinkedIn Content forAudience BContent Post on LinkedInGroup or CompanyPage Target on LinkedInAds Target Audience B Media Relations Pitch Journalists - Article/Media HitDistribute throughOutbrain Target Audience B InternalCommunications Email Email Outreach

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The Timeline• Pre-Launch• Thought Leadership• Day before Launch• Launch Day Morning• Launch Day Afternoon• Launch Day Evening• Day After Launch• Share UGC/Stories/Reviews/etc.• First 5 Days After Launch• Continue to share stories• Create new content based on initial launch feedback• Weeks 2 – X• Be sure to include a surprise and delight or big marketing campaign mid-stream to re-excite the audience• Final Days• Final morning• Final afternoon• Wrap-up

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But wait… There’s more!5 Digital Marketing TrendsTo Jump On(Before It’s too late)

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#5: Paid Content Marketing Through Social Start with sponsored/promoted posts on Facebook Twitter now has self-serve for small businesses as well Marketplace Sponsored Stories Sponsored Results Newsfeed Premium FBX Credits Mobile CRM Targeting Promoted Accounts Promoted Tweets Promoted Trends Custom applications Mobile Sponsored Stumbles Premium Stumbles Mobile Stumbles Social Ads Follower units In-Stream Video Custom Videounits Mobile Facebook Mobile Twitter Mobile Stumble Mobile Gaming Mobile Video

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#5: Paid Content Marketing Through Social Facebook Promotion is Not Expensive*Juniper Networks $100 Promoted Post Test

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#5: Paid Content Marketing Through Social Quick Tip: You can’t promote a post with a picture/graphic withmore than 20% text

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#4: Content Distribution Marketing Shifts

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#4: Content Distribution Marketing ShiftsDistribution & Promoted Discovery PartnersWhat We DistributeWe optimize, create andrepurpose existing contentMedia HitsArticlesReviewsImages & GraphicsVideo &Audio AssetsMobile AssetsBlog PostsCONTENT Distribution Promoted DiscoveryBenefits to Paid Content DistributionBe in the right place at the right time with the right call to action, content mix and social engagementto fully capitalize on a key moment in time.Boost consumption and interaction by aligning around relevant editorial content that creates a morenatural and seamless digital experience that opens the user up to corporate storytelling.Bring digital dimension to stories, announcements and eventsPlace content into amplification-rich environments

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#4: Content Distribution Marketing Shifts

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#3: Social CRMs Become Integrated Social CRM is a CRM that includes social data about a person CRMs used to just be for sales or vendor relationships, now being used formarketing and customer service Social CRMs are now being integrated into SMMSs (Social MediaManagement Systems)

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#2: Influencers & Advocates Programs Via Social CRMs we can identify and engage with influencers Knowing who and how someone has engaged your brand andmarketing directly to them Enterprise to small business platforms are integrating influencer andadvocate tools

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#1: Smobile = Social + Mobile Social media networks and technologies are going mobile and “mobilefirst” The mobile photo and video sharing boom is already here Smartphone adoption in the US is the largest and fastest growingconsumer electronic category in history

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Thanks!Feel free to Contact Me:Adam.Hirsch@Edelman.com@adamhirschFacebook.com/AdamAHirschLinkedin.com/in/adamAhirsch