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Digital Outreach Framework
The document outlines an outreach campaign framework encompassing phases such as research, ideation, execution, and measurement. Key components include setting objectives, identifying platforms and influencers, and measuring success through various metrics. The framework emphasizes continuous improvement and community engagement with web publishers through structured follow-up and innovative campaign strategies.
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Digital Outreach Framework
- 1. To Infinity AndBeyond Outreach Thinking Framework
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- 5. Our Questions • Whatis 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 toeach 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 Analysisof 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 ofthe 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 Activitiesand its Sentiments Identification of Flaws or, Scope of Improvement Highlighting The Points of Learning Implementing The Points in our Plan
- 11. “Be Water, MyFriend” Ideation
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- 15. Full Metal JacketMode Execution
- 16. Meetups Personalised invite on a curatedlist 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 AmplificationReports 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 thebrief 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 MeDescriptions. 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
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- 22. continuum continuum Reimburse Repeat Create a communityof web publishers. Gain their trust. Give them back. Reorganize another round of event. Consider different cities. Consider new agenda.
- 23. Suggesting Activations • FollowUp Meets • Blog Hosted Campaigns • Social Activities • Media Push
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