Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
Midwest UX '12: Mapping the ExperienceChris Risdon
As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your service.
Experience maps offer a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
In this presentation I talk about orchestrating touchpoints and their channels through experience maps. I review an experience mapping framework that includes key components and how they’re used for designing for a multi-touchpoint experience. The presentation discusses the activities that feed the map so that it tells a tangible story, the key elements make up a useful and actionable map, and how to then define the characteristics of your mapped touchpoints. Experience maps are intended to be catalysts, not conclusions.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
Midwest UX '12: Mapping the ExperienceChris Risdon
As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your service.
Experience maps offer a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
In this presentation I talk about orchestrating touchpoints and their channels through experience maps. I review an experience mapping framework that includes key components and how they’re used for designing for a multi-touchpoint experience. The presentation discusses the activities that feed the map so that it tells a tangible story, the key elements make up a useful and actionable map, and how to then define the characteristics of your mapped touchpoints. Experience maps are intended to be catalysts, not conclusions.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
El comms planning en un mundo digital
Comms Planning & Brand Planning
3 Tools: Canal, Data, Formato
4 Tareas: Consumer Decision Journey, Ecosistemas de Campaña, Comms Framework y Medición
Channel Planning for Integrated Marketing Successlindsayferris
Brands and marketers are paying a lot of lip service to the WHAT of "Integrated Marketing", but there's a shortage of information on the HOW. This presentation discusses CHANNEL PLANNING - what it is, how to start and how to use it as a framework for innovation.
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
El comms planning en un mundo digital
Comms Planning & Brand Planning
3 Tools: Canal, Data, Formato
4 Tareas: Consumer Decision Journey, Ecosistemas de Campaña, Comms Framework y Medición
Channel Planning for Integrated Marketing Successlindsayferris
Brands and marketers are paying a lot of lip service to the WHAT of "Integrated Marketing", but there's a shortage of information on the HOW. This presentation discusses CHANNEL PLANNING - what it is, how to start and how to use it as a framework for innovation.
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
The Forrester Wave™: Enterprise Mobile Management Q3 2014Symantec
We’re happy to share that Symantec was named a Leader in the Forrester Wave™: Enterprise Mobile Management, Q3 2014! The research conducted by Forrester Research, Inc. evaluated Symantec and 14 other vendors against 27 criteria for current offering, strategy, and market presence.
Symantec was identified as one of ten vendors that “lead the pack.” The leaders were noted for separating ourselves from other vendors by introducing a strong security background without disruption for the employee. Forrester defines Leaders as balancing OS, application, and data management functionality while providing flexible container options and productivity applications, and have demonstrated a strong vision and roadmap to help customers as they bring their PC and mobile management strategies together.
A workshop on how to think about integrating marketing measurement to create interactive, single view measurement to drive insights and strategy over just recording results
Product innovation goes co creation for branding globallyKhrisma Khrisma
This slide describes how consumers can share more experience to give more values for product innovation. Their new taste of styles makes the products develop more and more.
Customer Acquisition - Choosing The Right ChannelsOndango
The most difficult task for a startup is not building the product but selling it. We will review a framework to determine which customer acquisition channels to choose depending on your vision, your product, your pricing strategy and your target group. We will also go through the most common acquisition channels and discuss do's and don'ts.
Simple, Clean & Impactful PPT for any type of real estate clients. You can change content as per your client need; you can also add Pricing page.
For more update on proposal PPT follow me @KhanAamair
The FYI Customer Architecture Model is a framework created from 2 decades of marketing strategy development and customer journey design.
This simple five-stage framework is what you actually need for today's marketplace when you think you need a marketing strategy.
The CAM can help you create a customer-centred marketing strategy, grow your business, create remarkable customer experiences, launch a startup, find new marketplaces for existing products and services, develop new products and services for existing market places.
For more information on how CAM could help your business please contact tim@foryourinnovation.co.uk
My vision of NY advertising industry. Lectures reviews, links to documents and cases, conclusions and findings from discussions.
Please see full version if you interested in notes and schedule (http://d.pr/f/1aS34/4Pfn7h7m).
Great story from Scott Wells about business development principles. See tools and approaches in the doc (for more points plz see observing Campus ppt in my account).
Flavio Vidigal - Creative process and Creative TasksStas Kremnev
Absolutely superb presentation from Flavio Vidigal (Firstborn) about creativity and working on briefs. Chinese VW cases and especially Intel x Toshiba collaborative campaign are must.
Jeff Scardino about Proactive Pitching. Three types for the approach: usual Knowing Your Opportunities (YO) and often missing two others - Creating YO and Owning YO.
jeffscardino.com
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
7. Example Creative Process
Brand Planners
take the lead in
getting to the
positioning
CLIENT BRIEF
POSITIONING
BIG IDEA
COMMS TASKS
CAMPAIGN TACTICS
8. Example Creative Process
Comms
planners take
the lead in
getting to the
comms tasks &
campaign
tactics
CLIENT BRIEF
POSITIONING
BIG IDEA
COMMS TASKS
CAMPAIGN TACTICS
9. Communications planning is the
consumer-centric approach to
planning out a brand’s marketing
objectives & communications
11. A CONSUMER-CENTRIC
APPROACH INVOLVES
GETTING THE BRAND TO
THINK ABOUT THE BUSINESS
PROBLEM FROM THE
CONSUMER’S EYES
12. Consumers are complex. They
want to hear different things from
the brand at different times during
the path to purchase
13. Every piece of communication
works in an ecosystem and each
media channel affects the others
We don’t necessarily control all
channels either
14. From Brand-Centric to
Consumer-Centric
SINGLE-MINDED IDEA
CAMPAIGN
PAID COMMUNICATION
CHANNEL-DEPENDENT MESSAGES
ECOSYSTEM
ALL CONSUMER TOUCHPOINTS
17. Campaign Architecture
BUSINESS PROBLEM
POSITIONING
CAMPAIGN IDEA
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS
18. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
CAMPAIGN IDEA
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS
19. Business Problem to Positioning
THE BRAND PLANNER LOOKS FOR THE
INTERSECTION OF THE PRODUCT,
CULTURAL, AND CONSUMER TRUTH THAT
GIVES THE BRAND A UNIQUE, OWNABLE
POSITIONING
20. Product Truth
PUMA CREATES SPORTS CLOTHES FOR EVERYDAY
WEAR. THEY HAVE NEVER BEEN TOO SERIOUS, THEY
ONLY SPONSOR ATHLETES THAT HAVE FUN WHILE
COMPETING (PELE, USAIN BOLT)
Cultural Truth
SPORTS ADVERTISING IS DARK, OVERCOMPLICATED,
TECHNICAL, SERIOUS, AND PAINFUL (JUST DO IT)
Consumer Truth
LIFE TO THEM WAS A GAME, THEY ARE HIGHLY
COMPETITIVE BUT ONLY REALLY COMPETE WITH
FRIENDS IN SOCIAL SITUATIONS
22. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS
23. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
Puma Social
BARRIER
COMMS TASK
TACTICS
BARRIER BARRIER
COMMS TASK
TACTICS
COMMS TASK
TACTICS
24. Barriers to Comms Tasks
AFTER THE BRAND IDEA HAS BEEN
DECIDED, THE COMMS PLANNERS THEN
IDENTIFY THE BARRIERS IN THE WAY TO
ACHIEVING THAT POSITIONING.
THEY DO THIS BY CREATING A CONSUMER
JOURNEY TO WORK OUT THE BARRIERS,
THEN CREATE THE COMMS TASKS THAT THE
BRAND MUST ACHIEVE TO OVERCOME
THESE BARRIERS.
25. The Barriers
Barrier
THE TARGET
DOESN’T KNOW
WHAT AN AFTER
HOURS ATHLETE
MEANS
Barrier
TARGET DOESN’T
UNDERSTAND THE
RELATIONSHIP
BETWEEN PUMA &
AHA
Barrier
HOW DO YOU
MAKE SURE AN
AHA IS A
LEGITIMATE
THING?
26. The Comms Tasks
Comms Task 1
ESTABLISH THE
AHA
Comms Task 2
SHOW HOW PUMA
ADDS VALUE TO
THE AHA
Comms Task 3
INVITE NEW
CONSUMERS TO
BECOME AHA
Barrier
THE TARGET
DOESN’T KNOW
WHAT AN AFTER
HOURS ATHLETE
MEANS
Barrier
TARGET DOESN’T
UNDERSTAND THE
RELATIONSHIP
BETWEEN PUMA &
AHA
Barrier
HOW DO YOU
MAKE SURE AN
AHA IS A
LEGITIMATE
THING?
27. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
Puma Social
BARRIER
COMMS TASK
Establish
TACTICS
BARRIER BARRIER
COMMS TASK
Add Value
TACTICS
COMMS TASK
Invite
TACTICS
28. Comms Tasks to Channels
THE COMMS PLANNER THEN WORKS
WITH MEDIA AGENCIES TO
DETERMINE THE BEST CHANNELS
FOR PROPAGATING THE MESSAGE.
WE THEN GO AND BRIEF CREATIVE
TEAMS/PUBLISHERS/AGENCY
PARTNERS WITH THIS INFO.
29. The Tactics
Comms Task 1
ESTABLISH THE
AHA
Comms Task 2
SHOW HOW PUMA
ADDS VALUE TO
THE AHA
Comms Task 3
INVITE NEW
CONSUMERS TO
BECOME AHA
Barrier
THE TARGET
DOESN’T KNOW
WHAT AN AFTER
HOURS ATHLETE
MEANS
Barrier
TARGET DOESN’T
UNDERSTAND THE
RELATIONSHIP
BETWEEN PUMA &
AHA
Barrier
HOW DO YOU
MAKE SURE AN
AHA IS A
LEGITIMATE
THING?
Tactics
TV/CINEMA
PRINT/OOH
POS
Tactics
PRODUCT LINE
DIGITAL HUB
Tactics
BAR ACTIVATIONS
IN-STORE ACTIVATIONS
DIGITAL HUB
30. Campaign Architecture
BUSINESS
PROBLEM
Lost relevance with key
youth market
POSITIONING
Puma is the brand for the
after-hours athlete
CAMPAIGN IDEA
Puma Social
BARRIER
COMMS TASK
Establish
TACTICS
TV/cinema
Print/OOH
POS
BARRIER BARRIER
COMMS TASK
Add Value
TACTICS
Product Line
Digital Hub
COMMS TASK
Invite
TACTICS
Bar Activations
In-Store Activations
Digital Hub
31. Campaign Rollout
Helps show the timings of all the activity. It
visualizes the campaign in its entirety from a
timings perspective.
Created in conjunction with the media
agency who will plan when the media goes
live.
32. Campaign Ecosystem
The campaign ecosystem is important to
help show how all the communication
elements work together and where they are
driving consumers.
33. Campaign Ecosystem
TV/Cinema Print/OOH
Search
Digital Hub
Banners (rich & flash)
Social (FB/TW)
Bar Activations In-Store Activations
Type of Link
Direct
Indirect
35. The Establishment
Facebook
IS A PLATFORM FOR USERS
TO CONNECT & SHARE
VIDEOS & PHOTOS
Twitter
IS A PLATFORM FOR USERS TO
BROADCAST THEIR THOUGHTS &
OTHER CONTENT TO A
CONNECTED POOL OF
FOLLOWERS
36. THIS METHOD OF THINKING
ABOUT [INSERT PLATFORM] IS
TOO GENERIC FOR
INTEGRATED BRAND
CAMPAIGNS.
37. MORE OFTEN THAN NOT,
THESE PLATFORMS SHOULD
BE A MEANS, NOT AN END.
38. Going back to our Consumer
Journey
AWARENESS CONSIDERATION PURCHASE ADVOCACY
39. Where do your consumers typically
encounter these platforms?
AWARENESS CONSIDERATION PURCHASE ADVOCACY
40. Where do your consumers typically
encounter these platforms?
Awareness
FB AS A NEWS SOURCE FOR
NEW RELEASES/ UPDATES &
DRIVES TO EVENT
41. Where do your consumers typically
encounter these platforms?
Consideration
FB TO SHOWCASE
GAMEPLAY CONTENT &
DRIVE TRAFFIC TO BLOG TO
LEARN MORE
42. Where do your consumers typically
encounter these platforms?
Purchase
FB TO INTRIGUE
CONSUMERS & DRIVE TO
PURCHASE
43. Where do your consumers typically
encounter these platforms?
Advocacy
FB TO INSPIRE BRAND LOVE
44. All of these posts included content
to consume & share on FB but also
drove consumers to another
destination to continue the
consumer journey.
45. This method of reframing can apply
to any media – not just social.
46. Media platforms as a means to
continue the consumer journey
Platforms for mass reach to
drive to information source
Platforms as information
hub to show competitive
advantage & drive to
purchase
Retail platforms to confirm
consumer’s decision to
purchase & make as easy
as possible
Platforms for consumers to
show their brand love
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
47. Overlay the comms tasks to
provide greater direction
Comms Task 1
Comms Task 2
Comms Task 3
Comms Task 4
Platforms for mass reach to
drive to information source
Platforms as information
hub to show competitive
advantage & drive to
purchase
Retail platforms to confirm
consumer’s decision to
purchase & make as easy
as possible
Platforms for consumers to
show their brand love
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
48. The Consumer Journey can take
many forms
BUT EACH PLATFORM SHOULD EXIST TO MOVE
CONSUMERS INTO THE NEXT PHASE
49. WE CAN ALSO USE THE
CONSUMER JOURNEY TO
DETERMINE INNOVATIVE USES
FOR NEW MEDIA CHANNELS.
51. DEVELOPING PLATFORMS & MEDIA AS PART OF
AN INTEGRATED CAMPAIGN, BASED OFF THE
CONSUMER JOURNEY WILL LEAD TO A
CONSUMER-CENTRIC APPROACH TO BRAND
COMMUNICATIONS