"How to Run an Integrated Digital Campaign" presented by BTO Solutions' Principal Consultant, Sola Obayan, at the Digital Marketing Workshop at Eastern Michigan University .

4. Fundamentals of an Integrated Digital Strategy
Step 1 – Market Research
 3 C’s: Community, Customers, Competition
Step 2 – Brand Strategy
Step 3 – Marketing Strategy
Step 4 – Digital Strategy
Step 5 – Holistic Measurement
Step 6 – Optimization

5. Process: Integrated Digital Strategy Campaigns
Step 1 – Define Objectives
Step 2 – Tactical Planning (Channel Selection)
Step 3 – Digital Brand Identity
 Channel Optimized Creative
Step 4 – Content Strategy
 Messaging
 Editorial Calendar
Step 5 – Multichannel Measurement
Step 6 – Reporting
(Checkmarks are best practices)

6. Examples
Strategic Goals:
• Increase Sales
• Raise Brand Awareness
• Increase Brand Loyalty
Tactical Goals (KPIs):
• Micro/Soft Conversions (e.g.: Mailing list
submissions, downloads, social sharing)
• Engagement (e.g.: Social likes & comments,
sales and new customer inquiries via official channels,
and reviews)
• Repeat Sales (e.g.: multichannel engagement,
community evangelists, increased positive sentiment)
What Are Your Strategic &Tactical Goals?

7. 1. Analysis/Audit – What’s Been Working?
2. Meet Your Customers Where They Are
3. SMM & Paid Social Budget Allocation
4. Campaign Concepts Ideation
5. Bandwidth – Internal vs. Outsourcing
Channel Selection

8. 1. Personality – Connection & Emotion
1. Channel Optimized Creative
1. Visuals – Color and Type
1. Cross Channel Consistency
1. Flexibility
Digital Brand Identity

9. 1. Alignment with Objectives
1. Know Your Audience
1. Select Your Team
1. Develop an Editorial Calendar
* Evergreen Content
Content is King

11. Measurement
1. Advertising Performance Metrics
2. Site Traffic – New vs. Returning
3. Soft Conversion Rates
4. Hard Conversion Rates
5. ROI
Reporting
1. Focus: KPIs
2. Quality over Quantity
3. Insights: What’s Working, What
isn’t and Why
Measurement & Insights

12. What to Expect in 2017
• Robust Native Analytics
• Content Marketing Buy-In
• Content Promotion
• #SocialSelling
• Mobile Takeover
• Bots
• NLP – Neuro-Linguistic
Programming

13. Free Tools:
Google Analytics – analytics.google.com
Twitter Analytics – analytics.twitter.com
Facebook Insights
Hootsuite – hootsuite.com
Bitly – bit.ly
Canva (design) – canva.com
Keyhole (hashtag tracking) – keyhole.co
Premium Tools:
Sprout – sproutsocial.com
Moz – moz.com
Hubspot – hubspot.com
Adobe Social – adobe.com/solutions/social-marketing
Marketo – marketo.com
Salesforce’s Pardot – pardot.com
Pro Tip
Research What Works for Your Needs:
There is no one size fits all solution.

14. Sola Obayan – Principal Consultant
: @SolaO
: linkedin.com/in/SolaO
: plus.google.com/+SolaObayan
Photo Credits:
- Cloned Milkmen on flickr: Turkey
- trpnblies7 on flickr: Green Beans
- Jeffreyw on flickr: Mashed Potatoes and Gravy
- Veganbaking.net on flickr: Cranberry Sauce
- Ted Murphy on flickr: Mac and Cheese
- Phil Denton on flickr: Thanksgiving Dinner