Outreach, Bloggers, Influencers, Digital PR, Content marketing, there are many and more tags however how to approach it, there is no one single way. It's an open evolving space and there shouldn't be a defined method however that leaves the vacuum for ambiguity. We @ ARM WorldWide (earlier known as #ARM Digital) had worked to develop a thinking framework to help all 75 of us in the company today to think right when it comes to any outreach effort. This framework is well tested and is now being shared for all to put it to use. This framework will do some magic, it will not let you do wrong, will not let you choose wrong and won't let you execute wrong - ensuring that you do right, creative & measurable.

1. To Infinity And Beyond
Outreach Thinking Framework

2. Framework Flow
Brief
Research Ideation
ExecutionMeasurement
Continuum

3. Framework Flow
Brief
Research Ideation
ExecutionMeasurement
Continuum
actuals
industry
standards
expected

4. Understanding and Decoding
Brief

5. Our Questions
• What is the brief of the campaign? - TG, Communication, Objectives
• Do you have a planned set of platforms where the campaign is to be executed?
• What would be the duration & dates of the campaign?
• What are the gratifications or perks of the campaign for the bloggers/ his audience?
• What is the key communication and hashtag of the activity?
• Is there any amplification that would be involved including any kind of media push?
• What are the number/ genre/ platform oriented influencers that you re looking at?
• What is the ROI or key matrix against which the campaign will be measured?
• Is there any special requirement that you have which we have not covered?

6. The Understanding
Understanding
answers to each of
our question
Drawing out the
ideal state of each
answer
Connecting each
answer in an order
such that there’s a
readable story
Add a Happy
Ending to the
story. Garnish
before serve.
1. What is the objective?
2. What has been done?
3. What is happening now?
1. What should have been done?
2. What should be happening now?

7. “Follow my lead, Watson!”
Research

8. Industry Standards
Broad Activities
Analysis of the
Industry and Its
Leaders
Mapping Our
Position In The
Industry
Charting The
Trends
Mapping Ourselves
With The Trends
1. Engagement with
Influencers
2. Engagement on Social
3. Blog Sentiments
4. User Sentiments
5. Impact of the Industry
1. Our Engagement on Social
2. Our Engagement with
Influencer
3. Brand Impact on Both
4. Brand Impact on
Competition
1. Product Category Trends
2. Competition Trends
3. User Behaviour Trends
1. Are we in-line with
Category Trends?
2. Are we in-line with User
Behaviour Trends?

9. Category Standards
Comprehensive
Analysis of the
Category
Identification of
the Competition
Studying
Competition
Activities and Post
Mortem of the
Flaws
Drawing Ourselves
Atop Them
1. Top Players
2. Differentiating Factor - Us
vs Them
3. Activation Popularity
1. Competition Factor -
Import, Product, Approach
2. Sorting of Category
Leaders
1. What are they doing on -
Social, Outreach, Media?
2. What are they doing
wrong on these three?
1. Are the problems fixed in
our plan?
2. Is our Ideal State better
than their Ideal State?

10. Past Activities
Studying Past
Activities and its
Sentiments
Identification of
Flaws or, Scope of
Improvement
Highlighting The
Points of Learning
Implementing The
Points in our Plan

11. “Be Water, My Friend”
Ideation

12. Content Leg

13. Social Leg

14. Media Leg

15. Full Metal Jacket Mode
Execution

16. Meetups
Personalised
invite on a
curated list of
influencers
Agenda delivery
and event
summary
At event
activations and
activities
During event live
event coverage
and buzz
Post event
followup
AR/ VR based invites
Invites with goodies via post
Personal invites over phone
calls
Mailer invite
Help the brand freeze agenda
Mail the agenda to
influencers
Cater to any personal request
IR/ RFID/ Instagram booth
related activities
Keynote/ presentation/brand
talk/introduction
Fun filled product demo/
activity around the same
Celebrity engagement/
surprise moment of the day
Social media coverage from
influencers
Hosting live stream/ feed/ live
tweet/live blogging from
venue
QnA with influencers
Usage of new media
platforms like Periscope and
Snapchat
Thank you/ feedback mailer
PR mailer for coverage
cater to question about
products/ events etc
Disseminate products/
devices/entities for review
and coverage

17. Content
Create and
Review content
Amplification Reports
Seek from the client if they
require to review the content
before publishing
Publish the content once
approved or ready
Seek if media boost is
required or not
Amplify it using brand SM
properties
Involved backend influencers
to RT/ Fav/ Comment/ Share/
Like
In terms of unique
impressions
In terms of unique
participants
In terms of total content
pieces produced

18. Giveaways
Receive & Ideate
the brief
Handpick the
platforms
Host the
campaign and
buzz
Amplification Reports
What is the giveaway all
about and freezing the
communication
Freeze the hashtag around
the activity
Freeze the giveaway
products/ goodies
create sample content
pieces
Check whether the campaign
needs to be a Twitter hosted
campaign or blog based
Pick up the influencers who
will be hosting the campaign
Build the pre buzz about the
campaign on SM+/blog
Host and start the campaign
on the notified time
Seek if media boost is
required or not
Amplify it using brand SM
properties
Involved backend influencers
to RT/ Fav/ Comment/ Share/
Like
In terms of unique
impressions
In terms of unique
participants
In terms of total entries
In terms of total traction
gained (followers/comments
etc)
Sign off the final list of
influencers who will be
involved
Host and start the campaign
on the notified time

19. “Don’t Give Me Descriptions. Give Me Pie Charts and Graphs!”
- TVF Pitchers
Measurement

20. Parameters
Meetups Content Giveaways
• No. of attendees
• Media Coverage
• Product Sentiments
• Event Experience
Sentiments
• No. of coverage
• Mediums covered -
text, video, audio
• Users Engaged
• User Impressions
• Approximate Reach
• No. of participation
• Quality of participation
entries
• User Engaged
• User Impressions
• Social Reach

21. Rinse, Repeat
Continuum

22. continuum
continuum
Reimburse
Repeat
Create a community of web publishers.
Gain their trust.
Give them back.
Reorganize another round of event.
Consider different cities.
Consider new agenda.

23. Suggesting Activations
• Follow Up Meets
• Blog Hosted Campaigns
• Social Activities
• Media Push

24. feedback next steps
Thank you.