SlideShare a Scribd company logo
44 CARDS TO
INSPIRE YOUR TEAM

& KEEP YOU ON TRACK
Conceive
integrated and
goal-oriented
comms
campaigns
Involve teams in
active and visual
brainstorms to
get buy-in
Paid
Owned
Shared
Earned
Goal Landing page
Video
Infographic
Twitter
Youtube
Slideshare deck
Interview
Guest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
Title
Title
Title
Title
Title
Title
Title
Landing page
VideoInfographic
Twitter
Youtube
Slideshare deck
InterviewGuest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
BACKLOG NEXT DOING FEEDBACK DONE
Amanda
Fred
Kim
Alex
Rachel
Track progress with a visual overview
Break out of traditional media silos with the PESO model
PAID MEDIA
Pay per click ad Sponsorship
Sponsored social
Retargeting ad
Brand ambassador
Print ad
Outdoor ad
Email marketingSponsored web link
Newsjacking
Interview
Bylined articleInfluencer pitching
Guest postMedia tour
Internal seedingLink building
Media pitching
Blogger event
EARNED MEDIA
Speaking opportunity
SHARED MEDIA
Live stream
PodcastVideoInfographic
Webcast Visual harvesting Twitter
Facebook Linkedin Snapchat Youtube
Slideshare deck
OWNED MEDIA
Lead nurturing
E-bookWhitepaperExpert content
Blog post
Influencer roundup
NewsletterFlyer or brochure
Employee storyCustomer story
Conference
Landing page
What you need
Varied team
Whiteboard
Post-its
Index cards
PESO kit cards
Timer
Prepare your

whiteboard
Draw the PESO circles.
Add your goal.
P
O
S
E Goal
Brainstorm tips
Work separately and in
silence.
Write your ideas down
on small index cards.
One idea per card.
Timebox idea
generation to 3-10
minute sprints.
Avoid judgement.

Build on other ideas.

“Yes, and..”
Expert content
Blog post
Start with

OWNED
MEDIA
It’s the easiest
because you have the
most control there.
Also, it’s probably the
channel closest to
conversion.
Come up with several
ideas for each card.
Expert content
Blog post
Evaluate
Group similar ideas.
Avoid lengthy
discussions.
Vote on the ideas in
silence by ‘dot voting’.
Expert content
Blog post
Influencer roundup
Employee story
Landing page
P
O
S
E Goal
Pick ideas
Hang the peso
cards on the
whiteboard.
They are
magnetic.
Add post-its
with titles of
the ideas where
necessary.
Expert content
Blog post
Employee story
Landing page
Title
Title
Title
P
O
S
E Goal
Repeat
Brainstorm
Earned, Shared,
and Paid media
Landing page
Video
Infographic
Twitter
Youtube
Slideshare deck
Interview
Guest post
Link building
Media pitching
Speaking opportunity
Expert content
Blog post
Employee story
Title
Title
Title
Title
Title
Title
Title
Sponsored social
Retargeting ad
Connect
Draw lines
between the
cards to visualize
links and call-to-
actions
Happy with the
model? Capture it.
Take pictures and
get ready to turn
it into a todo list.
P
O
S
E Goal Landing page
Video
Infographic
Twitter
Youtube
Slideshare deck
Interview
Guest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
Title
Title
Title
Title
Title
Title
Title
Turn into a KANBAN board
Landing page
VideoInfographic
Twitter
Youtube
Slideshare deck
InterviewGuest post
Link building
Media pitching
Speaking opportunity
Sponsored social
Retargeting ad
Expert content
Blog post
Employee story
BACKLOG NEXT DOING FEEDBACK DONE
Amanda
Fred
Kim
Alex
Rachel
Get your PESO kit

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PESO model visual communication planning cards and workflow

  • 1. 44 CARDS TO INSPIRE YOUR TEAM
 & KEEP YOU ON TRACK
  • 2. Conceive integrated and goal-oriented comms campaigns Involve teams in active and visual brainstorms to get buy-in Paid Owned Shared Earned Goal Landing page Video Infographic Twitter Youtube Slideshare deck Interview Guest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story Title Title Title Title Title Title Title
  • 3. Landing page VideoInfographic Twitter Youtube Slideshare deck InterviewGuest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story BACKLOG NEXT DOING FEEDBACK DONE Amanda Fred Kim Alex Rachel Track progress with a visual overview
  • 4. Break out of traditional media silos with the PESO model
  • 5. PAID MEDIA Pay per click ad Sponsorship Sponsored social Retargeting ad Brand ambassador Print ad Outdoor ad Email marketingSponsored web link
  • 6. Newsjacking Interview Bylined articleInfluencer pitching Guest postMedia tour Internal seedingLink building Media pitching Blogger event EARNED MEDIA Speaking opportunity
  • 7. SHARED MEDIA Live stream PodcastVideoInfographic Webcast Visual harvesting Twitter Facebook Linkedin Snapchat Youtube Slideshare deck
  • 8. OWNED MEDIA Lead nurturing E-bookWhitepaperExpert content Blog post Influencer roundup NewsletterFlyer or brochure Employee storyCustomer story Conference Landing page
  • 9. What you need Varied team Whiteboard Post-its Index cards PESO kit cards Timer
  • 10. Prepare your
 whiteboard Draw the PESO circles. Add your goal. P O S E Goal
  • 11. Brainstorm tips Work separately and in silence. Write your ideas down on small index cards. One idea per card. Timebox idea generation to 3-10 minute sprints. Avoid judgement.
 Build on other ideas.
 “Yes, and..” Expert content Blog post
  • 12. Start with
 OWNED MEDIA It’s the easiest because you have the most control there. Also, it’s probably the channel closest to conversion. Come up with several ideas for each card. Expert content Blog post
  • 13. Evaluate Group similar ideas. Avoid lengthy discussions. Vote on the ideas in silence by ‘dot voting’. Expert content Blog post Influencer roundup Employee story Landing page
  • 14. P O S E Goal Pick ideas Hang the peso cards on the whiteboard. They are magnetic. Add post-its with titles of the ideas where necessary. Expert content Blog post Employee story Landing page Title Title Title
  • 15. P O S E Goal Repeat Brainstorm Earned, Shared, and Paid media Landing page Video Infographic Twitter Youtube Slideshare deck Interview Guest post Link building Media pitching Speaking opportunity Expert content Blog post Employee story Title Title Title Title Title Title Title Sponsored social Retargeting ad
  • 16. Connect Draw lines between the cards to visualize links and call-to- actions Happy with the model? Capture it. Take pictures and get ready to turn it into a todo list. P O S E Goal Landing page Video Infographic Twitter Youtube Slideshare deck Interview Guest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story Title Title Title Title Title Title Title
  • 17. Turn into a KANBAN board Landing page VideoInfographic Twitter Youtube Slideshare deck InterviewGuest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story BACKLOG NEXT DOING FEEDBACK DONE Amanda Fred Kim Alex Rachel