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Creating Outstanding Campaigns
Love Digital Conference
8th March 2016
What is a digital campaign?
• Time limited
• Co-ordinated
• Contains a mechanism
• Uses a variety of channels
• Measured
Ideas Refine Define Plan Do Review
Key
campaign
planning
elements
Campaign
Audience
Timelines &
budget
Mechanisms
Content
Distribution
Measurement
1.Your audience define the success of your campaign
2.Don’t expect them to come to you
3.People love to interact
4.Unity =...
Examples
RAC and BloodHound
#faceforward
Mission & Objectives
• What are the aims for this campaign
• Strategic
• Bigger picture
• Links – reputation – trust - rel...
Campaign ideas
What are your ideas?
What will be the mechanics?
• Survey
• Content hub (website)
• Competition
• Video cre...
Importance of content mix
Goal setting
• What are your campaign goals?
• Increased targeted traffic
• Increased sales
• Becoming an authority
• Bran...
Who’s your target audience?
• 3 key audiences
• What makes them
special
• What’s their main
channels
• Key messages?
How big is your community?
• What’s our footprint?
• Which channels are we
on?
• How well are we
doing?
• What do we do we...
Content refinement
• What content can you create?
• Who
• By when
• Costs
Content sharing
• Who do you need to listen to
• Who will you share good content from
• How often will you do that?
Hashtag lists
• Which hashtags will you use
• Will you create a new one?
• Which can you piggy-back
onto?
Tools to help
Tools to help
• Buzz Sumo - buzzsumo.com
• Search Intent - searchintent.co.uk
• Hashtag – hashtagify.me
• Po...
Buzzsumo
Search Intent tool
Newsjacking
Budgets
• Any budgets? Time allocation?
• Video content – infographics - Paid advertising - PPC
What is your timeline?
Planning your campaign
6 week Campaign Planner
w/c ------------ 1 2 3 4 5 6
Planned events/campaigns
Website content
Blog ...
What won’t we do?
• What aren’t we going to share?
• Who aren’t we going to mention?
• What’s not good content?
Measuring success
What are you going to measure?
• Click through rates to your website?
• Conversion
• Landing page, goal ...
Any questions?
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
Campaign planning
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Campaign planning

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Campaign planning

  1. 1. Creating Outstanding Campaigns Love Digital Conference 8th March 2016
  2. 2. What is a digital campaign? • Time limited • Co-ordinated • Contains a mechanism • Uses a variety of channels • Measured
  3. 3. Ideas Refine Define Plan Do Review
  4. 4. Key campaign planning elements Campaign Audience Timelines & budget Mechanisms Content Distribution Measurement
  5. 5. 1.Your audience define the success of your campaign 2.Don’t expect them to come to you 3.People love to interact 4.Unity = sharing 5.Give them what they want
  6. 6. Examples
  7. 7. RAC and BloodHound
  8. 8. #faceforward
  9. 9. Mission & Objectives • What are the aims for this campaign • Strategic • Bigger picture • Links – reputation – trust - relationships
  10. 10. Campaign ideas What are your ideas? What will be the mechanics? • Survey • Content hub (website) • Competition • Video creation
  11. 11. Importance of content mix
  12. 12. Goal setting • What are your campaign goals? • Increased targeted traffic • Increased sales • Becoming an authority • Brand awareness • New product/service awareness
  13. 13. Who’s your target audience? • 3 key audiences • What makes them special • What’s their main channels • Key messages?
  14. 14. How big is your community? • What’s our footprint? • Which channels are we on? • How well are we doing? • What do we do well on these channels
  15. 15. Content refinement • What content can you create? • Who • By when • Costs
  16. 16. Content sharing • Who do you need to listen to • Who will you share good content from • How often will you do that?
  17. 17. Hashtag lists • Which hashtags will you use • Will you create a new one? • Which can you piggy-back onto?
  18. 18. Tools to help Tools to help • Buzz Sumo - buzzsumo.com • Search Intent - searchintent.co.uk • Hashtag – hashtagify.me • Portent content ideas generator - portent.com/tools/title- maker
  19. 19. Buzzsumo
  20. 20. Search Intent tool
  21. 21. Newsjacking
  22. 22. Budgets • Any budgets? Time allocation? • Video content – infographics - Paid advertising - PPC
  23. 23. What is your timeline?
  24. 24. Planning your campaign 6 week Campaign Planner w/c ------------ 1 2 3 4 5 6 Planned events/campaigns Website content Blog content Infographics Video Photos Paid advertising Facebook Twitter YouTube Instagram E-news
  25. 25. What won’t we do? • What aren’t we going to share? • Who aren’t we going to mention? • What’s not good content?
  26. 26. Measuring success What are you going to measure? • Click through rates to your website? • Conversion • Landing page, goal pages • New followers • Email opens
  27. 27. Any questions?

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