Uploaded byHarriet Wild
Digital campaign.pptx
This document provides guidance on launching a successful digital marketing campaign in 3 sentences or less: It begins by outlining key considerations for developing a strategy such as defining goals, targets, budgets and timelines. Next, it discusses best practices for engaging audiences on social media platforms and owning your online presence. The document concludes by emphasizing the importance of measuring success, learning from experiences, and continually improving your approach.
Digital campaign.pptx
- 1. HOW TO LAUNCHA DIGITAL CAMPAIGN
- 2. BIO Digital Marketing |Eden Project PR Director | Chef Paul Ainsworth Marketing Consultancy | River Cottage Executive Assistant | Michael Caines Director | Greater Exeter Skills Director | Go Wild Communications Digital Marketing | Exeter University PR | RAW Food and Drink PR
- 3. WHAT IS IT? Howto launch a digital campaign Digital marketing is engaging with online communities to generate exposure, opportunity and sales. Bringing a narrative to life.
- 4. SO WHAT IRRITATES YOU? Discontentmentdrives you to be different. Harness that energy and do something about it. Act upon it. What don’t you want?
- 5. STRATEGY What do youwant to achieve? Aim - vision Objectives - ambitions Define who you are - values Deadlines Budget Marketing mix
- 6. Any idea youhave is like an extension of your personality and any company you build yourself has your thumbprint on it. It’s an extension of yourself. BRAND
- 7. UNLOCK IDEAS Mind mapping makes ittangible - Key messages - Campaigns - Identify your community - The golden 20% / 80% ratio - Influencers - Events - Content ideas Tony Buzan – Use your head - Boosts creativity - Improves memory - Creates focus and priorities - Sets you mentally free! - Centre should be big and inviting - Use 3 – 5 colours
- 8. PRIORITISE ACTIONS - Add colour/ pictures
- 9. VALUES Who is yourtribe? Align yourself with likeminded people who you admire Bring them with you on your journey Delegate, learn, share, support each other What’s important to you. List your values
- 10. COMMUNITY From the word‘communion’ - to share a common task together. So people do bigger things than they know they were capable of. Myth: Build the brand and the community will follow. Reality: Engineer the community and the brand will be strong. Who is your tribe? Align yourself with likeminded people who you admire Bring them with you on your journey Delegate, learn, share, support each other
- 11. VISION - Ifyou don’t know what it is, how will you get there? DETERMINATION - A belief so strong, your ideas must become a reality INSTINCT – Trusting your gut intuition OPTIMISM – Everything is possible CREATIVITY – Imagination is more important than knowledge STORYTELLER – Forge relationships, build trust and show your differences PASSION – Entertain, inform and persuade through passion ENTREPRENEURS
- 12. COMMUNICATE DIRECTLY Invite people toyour dinner table. Can you meet in person? Body language and the natural dance and rhythm of listening, responding and breathing in synchronicity when you’re conversing in-person Listen and offer considered responses Twitter WhatsApp
- 13. DEFINING YOUR AUDIENCE CUSTOMERSINFLUENCERS PARTNERS • Common characteristics • Demographics • Technical ability • Interests • Geographic location • Staff members • Family members • Journalists • Influencers • Politicians • Suppliers • Funders / investors • Competitors • Allied industries • Bodies • Public sector • Charities Collaboration is key
- 14. OWN YOUR CHANNELS • Website •App • Newsletters • Blog • Social media • Citizen journalism • Partners – paid and free • Wiki sites What do you have time to use? Do you need to up-skill? Delegate?
- 15. SOCIAL MEDIA TikTok •Most engaging social media app – average user session of 10.85 minutes • Content – funny / engaging • TikTok ads reach 18% of all internet users age 18+. (884.9 million people) • Partnering with creators boosts view-through rates by 193% • Skewed female (57%) • Eight new users join TikTok every second, with an average of 650,000 new users joining daily. • It’s more popular than Instagram in the US amongst Gen Z users
- 16. SOCIAL MEDIA Engagedirectly with your audience • 330m active users each month worldwide • 80% Twitter is mobile • Total ad engagements were up 91% year on year • Easy to share messages to spread the word quickly • 500m users worldwide • 250m active users each month • 40% users use LinkedIn each day • Corporate / B2B use • Optimised copy • 2.72bn active users each month worldwide • 1.57bn active mobile users each day • Every 20 minutes, 1m links are shared, 20m friend requests sent, 3m messages sent • 350m photos are uploaded every day
- 17. SOCIAL MEDIA Engagedirectly with your audience • 175m active users each month worldwide • 93% of active pinners say the use Pinterest to plan purchases • 81% of Pinterest are women • Great for SEO • 800m active users each month worldwide • 500m active mobile users each day • 90% of users are under 35 years old • 200m Instagrammers visit a business profile each day • Pizza is the most Instagrammed food globally followed by sushi • 1.57bn active users each month worldwide • 300 hours of video uploaded every minute • 300,000 YouTube TV Paying subscribers • Optimised copy • Keep it short – 3 minutes • Add subtitles
- 18. UNDERSTAND EACH PLATFORM - Canyou tag people in? - Who will amplify your message? - Why should your message be shared? - How can you send people to your website, Eventbrite or add a call to action? - Is there a best time to interact? - What can you invest good quality time in? - Can you schedule messages? - Can you organise influencers? - Can you group your audience into lists?
- 19. WHAT DO PEOPLE KNOW YOU FOR? Useyour channels to talk about what you know. Be consistent – recognisable. Consider 5 words you want to resonate when people think about you. Why? What do they mean to you? What are you still trying to achieve?
- 20. STORYTELLING The majesty ofgreat storytelling excites the imagination of the listener and create states of puzzlement, insight and resolution. When enthralled, the listener is not a passive receiver of information, but is triggered into a state of active thinking. Stories about how we are supposed to relate to each other, sow seeds in their mind. “The simplest man with passion will be more persuasive than the most eloquent without.” Descartes How can you bring your story to life?
- 21. STORYTELLING • Authenticity –image vs identity • Consistency • Evoke an emotion • Should you / can you make people laugh? • Unusual / interesting • Short - accessible • Tell your story visually • Link somewhere • Is your location iconic? Can you use it? • Call to action Telling a story to build trust – and strong, enduring
- 22. CAMPAIGN PLANNING • Who shouldreceive the pitch • Can you collaborate with others to increase traction? • Does it need a press release or will a short question work well? • Strong hi-res images are essential • Would a press event be more valuable and incentivise coverage? • Monthly titles – 3 month lead time • Weekly titles – 6 weeks lead time • Newspapers and online press – variable but short lead
- 23. RULES OF ENGAGEMENT • Knowyour audience – the title and journalist. What they cover and what makes them tick. Ask them what sort of content they want to cover • Timing is everything. 11am on a Tuesday is good… • Save them time • Facilitate communications well • Write it Build their trust
- 24. THE PITCH • Recipient •Subject line • Grab line – world first? How is it unique / leading the way / in trend • Hook • The short and concise story – figures / dates of event / notable names • One enticing image. The rest in an accessible link • A quick question can work well – increasingly a press release isn’t necessary • Press release in the body of the email, as well as attachment. • Closer – invite to event / press trip / samples / what can you offer? Be human
- 25. FOLLOW UPS • Don’tprod or chase unless absolutely necessary • Engage on social media where appropriate • Follow up conversations – be efficient / human / friendly / generous Build their trust
- 26. SHARED DRIVE SHARED CALENDAR •Map out the year ahead • Plan for national days and key holidays to amplify message • Plan collaborations • Create a digital press pack that can be easily shared - logos, images, recipes etc
- 27. EXPERIENCES Create a buzz •Make your digital campaign tangible • Pre-event – does everyone have the information they need to spread the word? • During the event – real time hashtags | wifi signal | sharable backdrops | photo opportunities | create a wow-factor | professional photographer • Post-event – thank guests | share press release | image link | what’s the next event? | how can guests engage?
- 28. GENEROSITY Be nice, winhearts • Thank those who help you – e.g positive coverage • Be positive • Help others • Be a business match-maker
- 29. MEASURING Bottom line |Sales | Sponsors | HAPPINESS How do you feel? Reaching milestones set | Likes | Followers - quality Bums on seats | Occupancy | Visitors | Guests | Bookings 1 Engagement | Clicks throughs | Comments | Private messages 2 4 3 Track your progress - what’s working? What isn’t?
- 30. EVALUATE Learnings help youadapt • What works • What doesn’t work • Best time to post • Keywords • Popular pages • Referrals • Conversions • Traffic sources
- 31. MONITOR Google alerts Press cuttings Onlinechatter What are others saying about you?
- 32. THANK YOU Harry Hook @harrycornwall| 07540399025 harry@gowildcommunications.com