Campaign formulation

1. Digital and Social
Media Marketing
23-24 Digital Marketing Campaign Formulation

2. Session 27
Campaign Strategy and outcome

3. Brief Description of the Brand
 Name
 Geographical location
 Industry type/ Product line
 Strengths/ weaknesses/ Opportunities/ Threats
 Turnover
 Current Challenges
 Competitors Information
 Etc

4. Campaign Objectives
 Pain Points
 Future plans
 Goals to be achieved
 Awareness
 Conversion
 Consideration
 Retention etc.
Digital Marketing Objectives need to be SMARTER
Specific – Clearly Defined and singular
Measurable – Measurable against a specific metric
Achievable – Realistic in nature, Can you, do it ?
Relevant – Relevant to the goal at hand
Time Driven – Time-bound and Deadline driven
Emotion – Add emotion to stay committed.
Re-evaluating – Build flexibility in the system

5. Consumer Segmentation and Targeting
 Segmentation of Customers
 Target Customers

6. Consumer Persona Creation
 Ideal Customer for your Business
 You can create more than one persona, one each
for each consumer segment

7. Conversation Architecture
Having a good Idea is Hard, Having Idea that will impact
and Change lives is Harder. Putting such ideas into
practice is harder still.
Principles of Ideation Strategy are-
1. Be Clear about objectives
2. Make sure the audience is accurately mapped.
3. Know your audience
4. Create Ideas/ Concepts (Brainstorming)
5. Plan for Success (And Failure possibility)
6. Test Selected Ideas and Refine them

8. Content Creation (Ideation)
Description of content you want to create like,
 Blogs, Articles
 Images
 Videos
 Social Media Posts
 Etc

9. Channels selection

10. Timelines/ Channel strategy/ Content
Strategy
 Monthly/ Weekly / Twice Weekly
 Content Strategy / Channel strategy in accordance
with Target Audience

11. Campaign Budgeting
 You should spend between 5-15% of revenue on Marketing, as per your requirement
 10-50% of Marketing budget should be spent on Digital Marketing.
 A Campaign Budget is a Particular objective in terms of spend, this indicates the
maximum spend you can make for a Campaign, they are of three types,
 Lifetime Budget
 Daily Budget = Lifetime Budget/ No of Days of Campaign
 Open Budget -These are flexible Budgets
Elements of Budget are,
 Media Costs
 Creative Production Costs
 Digital Advertising Costs
 Agency Fees
 Digital Tools and Technology
 Staff Training and Optimisation costs

12. Typical KPIs and Analytics
 CTR – Click through rate
 CPL – Cost per Lead
 CPA/ C – Cost per Acquisition/ Conversion (CAC)
 Monthly website Visits – (Visitors in Pages, Product
Categories, Landing Pages, Blogs) Google Analytics
 Visits Per Channel – (Organic Search, Direct, referral,
Social Media, Email, Display, Paid Search)
 Average time on Page
 CTAs Conversion Rate
 ROI - Return on Investment
 ROAS – Return on Ad Spend

13. Social Media KPIs Guide

14. ROI and ROAS
ROI is the Profit Earned from every rupee the business
spends on Campaign.
ROI=(Profit from Campaign/Cost of the Campaign)*100
ROI is a Macro view of the campaign, as it contributes to
business Profitability
ROAS – Return on Ad spend, instead of measuring the
Return of entire campaign examines the return of a single
component (Paid Ad) of your Campaign.
ROAS=(Total Ad Revenue/Total Ad Cost)*100
ROAS is a Micro view of the tactic, It is a view of individual
Ad performance, in terms of Revenue generation.

15. Client/ Executive briefing session
(Conclusion and Summary)
Campaign Analytics fall into three categories
1. A report of Metrics at start of the campaign like – Website
Traffic, Social Media Engagement and CTR, Current state of
the sales pipeline and Revenue Metrics
2. Analyzing the status of same Metrics –
3. Predicting the future – Metrics to be studied are Lead
Conversion, Sales Funnel Churn rate and Customer Lifetime
Value
Finaly Marketers use Past analytics to predict the future and
plan follow-up activities by examining Lead scoring (objective
ranking of one lead over another), Targeting Content
Distribution ( w.r.t. audience/channels/Content type) and Up-
selling readiness.

16. Session 28
Sample Campaign - Maersk

17. Brief Description of Brand
 Maersk Line is the Largest container Shipping
Company in the world
 Maersk Line has managed and operated over 110
vessels of varying types and Sizes
 With the largest US Flag fleet in commercial service

18. Campaign Objectives
The Goal was to get closer to their customers while
understanding other opportunities like,
 Better Press Coverage
 Gain Higher Employee Engagement
 Develop More Brand Awareness

19. Consumer Targeting
The Target Audience includes,
 Clearing and Forwarding agents
 Employees
 Exporters
 Manufacturing Companies
 Maritime Unions
 Etc.

20. Consumer Persona
 CEO of a clearing and forwarding Agency in China

21. Conversation Architecture
The Approach is to emphasize on three areas of
communication on social media
 Customer Service
 Sales
 Internal Usage

22. How it was executed
 They began in 2008 with a goal to understand social Media
 For 2-3 years they listened to conversations on social
Media
 Started indexing the conversations under trends
 Each trend was analyzed to identify the 5 Ws (what, who,
when, where and why) and 1 H (How) for shipping and
Logistics Industry
 Searched digital archives for images and reports to
validate the trend
 The exercise was repeated YOY for further validation

23. Content creation (Ideation)
A strategy to address issue of ice situation in the Baltic
Sea was identified
Every year the Baltic sea freezes over, making it
extremely difficult for shipping companies to arrive on
time in the port of St. Petersburg. Often the cargo gets
damaged due to extreme temperatures. Most exporters
refrain from exporting to this region due to losses.
Maersk created a report on how freezing temperatures
effect cargo, care to be taken for different cargo during
winters in Baltic sea. Further this report highlighted how
Maersk takes care of the cargo in winters

24. Content strategy/ Time strategy
 The report was available for download from Maersk
website only after filling the required form
 Through media buy they ensured that the report
link and Ads were shown on all conversations
related to Baltic sea during winters
 With data backing for 3 years, they exactly
identified keywords and customer profiles to be
targeted for this campaign

25. Chanel strategy
Maersk garnered,
 Facebook – 1 million fans
 Twitter – 40000 fans
 Instagram – 22,000 followers
 Effective on most social media channels
 Have trained captains and Employees to uses social
media effectively
 Have social media policy in place

26. Channel Strategy outcomes
 The report was downloaded by more than 200
people
 The collected data was strategically used for email
marketing to influence the prospective customers
 Maersk saw addition of 20 new freight forwarders to
client base within six months
 This translated to increase in business as each
forward had huge client base

27. KPIs and analytics
 Reach/ Impressions – Facebook, Instagram, Twitter
 Likes – Facebook,
 Link clicks – Facebook, Twitter
 Post interactions, Comments and shares – Facebook,
Instagram
 Video Plays – Instagram
 Profile Views - Twitter

28. Conclusion and Summary
 The campaign was a grand success
 A well laid out social media strategy was developed
 Created a database of potential customers
 20 new freight forwarders were added to the
customer base within 6 months

29. Thank You !