The document outlines a comprehensive digital marketing and communications timeline, emphasizing the importance of strategic planning and execution throughout various stages of a campaign. It highlights the significance of targeting specific audiences through converged media and paid, owned, and earned tactics, as well as trending strategies like influencer programs and mobile integration. Additionally, it presents five key digital marketing trends, including paid content marketing via social channels and the shift towards integrated social CRM systems.

1. Adam Hirsch, SVP Emerging Media and Technology
Edelman Digital
A Digital Marketing and Communications Timeline Worksheet
+ 5 Digital Marketing Trends To Jump On (Before It’s too late)

2. About @AdamHirsch

3. About Lisa Xia
From
China
Mulberry
Child
International
Relations
Business
+ Social
Purpose
Digital
Center of
Excellence
Travel
Expert
And speak three languages
Family story in a book and
full-length documentary
Visited more than 40 countries;
travel blogger for HuffPo and
other publications
Managed Chicago-China
relations under Mayor’s
Office of International
Relations
Among the first members
of Chicago’s CSR &
Sustainability group in
Chicago
Building stronger integration
between B+SP and Digital

4. About You
What Companies/Organizations do you work for?
How many of you have experience in…
• Paid Social Media?
• Search Engine Optimization?
• Community Management?
How many of you have heard about…
• Converged Media?
• Native Advertising?

5. Converged Media

6. Marketing Funnel
AWARENESS
ADVOCACY
CONSIDERATION
CONVERSION
LOYALTY

7. Let’s Begin!
Why a Marketing and Communications timeline?
Let’s get organized!
1.Strategy
2.Planning
3.Execution

8. Your Goal
Not a goal, but your ultimate goal….Shares, Likes,
Clicks are nice… but what’s the goal?
Awareness
(Conversion) Sign-ups or Registrations?
Donations?

9. Audiences
Demographics & Psychographics
Segmentation & Personalization

10. The Timeline
Your marketing and communications timeline is not just about the
“Launch”… There’s much more to every campaign:
• Pre-Launch
• Day before Launch
• Launch Day Morning
• Launch Day Afternoon
• Launch Day Evening
• Day After Launch
• First 5 Days After Launch
• Weeks 2 – X
• Final Days
• Final morning
• Final afternoon
• Wrap-up
*We’ll come back to this…

11. Transmedia CloverLeaf

12. Choosing Your Channels
Traditional and Hybrid Channels:
Targeting
Including:
 Demographic
 Geographic
 Interests Based
 Competitive
 Mobile Device
 Look-a-Like
 Re-targeting
 Professional
 CRM / Email
Social Channels

13. Paid – Owned - Earned
Owned Tactics:
•Internal Communications
•Create Content: Blog posts, Images/infographics, videos, etc.
•Events
Earned Tactics:
•Social Media
•PR and Media Support
•Media Hits
Paid Tactics:
•Social Media
•Search
•Media Partnerships
•Content Distribution
•Display

14. New Paid FB & Twitter Tactics
 FB Custom Audiences
• CRM matching: Utilize first party data to re-target brand’s customers
• Look-a-like: Utilize CRM data to build look-a-like segments of the top 1%
and 5% of users who are the most similar to your audience
 FBX – Facebook Exchange
• 1st party data: Place a pixel on brand’s owned properties to build cookie
pool of users
• 3rd party cookie data: Leverage off Facebook user activity to segment and
target users on Facebook
 FB Partner Categories
• Leverage 3rd party offline audience behavior data to find users on Facebook
 Twitter Lead Gen Cards
• Community members can sign up in one click – no long forms to fill out,
optimized for mobile
• Ability to target relevant communities for maximum precision

15. Creating Content
1. Focus on the Goal
2. Establish the Voice
3. Evoke an Emotion
4. List the Channels
5. 50 Dates Before You Can…
6. List the Content by Channel by Tactic
7. Add to Timeline

16. Evoke an Emotion
 Inspirational
 Funny/Humor
 Awareness/Serious
 Facts
 Beautiful Imagery
 Powerful Imagery
 Surprise and Delight
 Thought Leadership
 Nostalgia

17. 51st
Date Before Proposing
You wouldn’t propose on the first date. You have 50
chances to make an impression:
50 tweets
per person
500 posts
per year
50 posts
per person
1,500 tweets
per year
10%
3%
DEEPEN
ENGAGEMENT
CAPTURE
INTEREST
Total Content
Per Channel
Consumption
Per Person
Attention
Rate

18. Break it All Down
This is what I call “Converged Channel Marketing”

19. Break it All Down
(Example Starting Graph)
Channel
Tactic/Conten
t
Owned Earned Paid (Amplify)
Target Audience A PR Support Press Release
Pay to Distribute Press
Release
Target Audience A Influencer Outreach Email Email Outreach
Target Audience A Blog
Content for
Audience A
Blog Posts
Distribute through
Outbrain
Target Audience A Twitter
Tweets for
Audience A
Promoting Blog Post
Promote the Tweet
(target)
Target Audience A Facebook
Post for Audience
A
Image/Creative Post on Facebook
Promote the
Post (Target A)
Target Audience A Search
Optimize results
for Audience A
SEO -
Search Engine
Marketing Ads
Target Audience B Facebook
Post for Audience
B
Image/Creative Post on Facebook
Promote the
Post (Target B)
Target Audience B
LinkedIn
Content for
Audience B
Content
Post on LinkedIn
Group or Company
Page
Target on LinkedIn
Ads
Target Audience B
Media Relations Pitch Journalists - Article/Media Hit
Distribute through
Outbrain
Target Audience B Internal
Communications
Email Email Outreach

20. The Timeline
• Pre-Launch
• Thought Leadership
• Day before Launch
• Launch Day Morning
• Launch Day Afternoon
• Launch Day Evening
• Day After Launch
• Share UGC/Stories/Reviews/etc.
• First 5 Days After Launch
• Continue to share stories
• Create new content based on initial launch feedback
• Weeks 2 – X
• Be sure to include a surprise and delight or big marketing campaign mid-
stream to re-excite the audience
• Final Days
• Final morning
• Final afternoon
• Wrap-up

21. But wait… There’s more!
5 Digital Marketing Trends
To Jump On
(Before It’s too late)

22. #5: Paid Content Marketing Through Social
 Start with sponsored/promoted posts on Facebook
 Twitter now has self-serve for small businesses as well
 Marketplace
 Sponsored Stories
 Sponsored Results
 Newsfeed
 Premium
 FBX
 Credits
 Mobile
 CRM Targeting
 Promoted Accounts
 Promoted Tweets
 Promoted Trends
 Custom applications
 Mobile
 Sponsored Stumbles
 Premium Stumbles
 Mobile Stumbles
 Social Ads
 Follower units
 In-Stream Video
 Custom Video
units
 Mobile Facebook
 Mobile Twitter
 Mobile Stumble
 Mobile Gaming
 Mobile Video

23. #5: Paid Content Marketing Through Social
 Facebook Promotion is Not Expensive
*Juniper Networks $100 Promoted Post Test

24. #5: Paid Content Marketing Through Social
 Quick Tip: You can’t promote a post with a picture/graphic with
more than 20% text

25. #4: Content Distribution Marketing Shifts

26. #4: Content Distribution Marketing Shifts
Distribution & Promoted Discovery PartnersWhat We Distribute
We optimize, create and
repurpose existing content
Media Hits
Articles
Reviews
Images & Graphics
Video &
Audio Assets
Mobile Assets
Blog Posts
CONTENT Distribution Promoted Discovery
Benefits to Paid Content Distribution
Be in the right place at the right time with the right call to action, content mix and social engagement
to fully capitalize on a key moment in time.
Boost consumption and interaction by aligning around relevant editorial content that creates a more
natural and seamless digital experience that opens the user up to corporate storytelling.
Bring digital dimension to stories, announcements and events
Place content into amplification-rich environments

27. #4: Content Distribution Marketing Shifts

28. #3: Social CRMs Become Integrated
 Social CRM is a CRM that includes social data about a person
 CRMs used to just be for sales or vendor relationships, now being used for
marketing and customer service
 Social CRMs are now being integrated into SMMSs (Social Media
Management Systems)

29. #2: Influencers & Advocates Programs
 Via Social CRMs we can identify and engage with influencers
 Knowing who and how someone has engaged your brand and
marketing directly to them
 Enterprise to small business platforms are integrating influencer and
advocate tools

30. #1: Smobile = Social + Mobile
 Social media networks and technologies are going mobile and “mobile
first”
 The mobile photo and video sharing boom is already here
 Smartphone adoption in the US is the largest and fastest growing
consumer electronic category in history

31. Thanks!
Feel free to Contact Me:
Adam.Hirsch@Edelman.com
@adamhirsch
Facebook.com/AdamAHirsch
Linkedin.com/in/adamAhirsch