Digital Academy | Class 12
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This document discusses cross-channel digital marketing campaigns. It begins by defining a cross-channel campaign as one that aligns different digital marketing channels like search, social media, public relations, email and displays around a unified message. The document then discusses why these types of campaigns are effective by explaining how search engine optimization and social media are becoming more intertwined. It provides examples of campaign elements and outlines the roles that different channels like SEO, social media, public relations, and paid media can play. It also describes best practices for campaign mechanics, workflow, and concludes by having attendees plan their own hypothetical cross-channel campaign.
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Digital Academy | Class 12
- 1. D IGITAL AC AD EMY VOL .1 2 C R OSS- C H AN N EL D IGITAL C AMPAIGN S 1 0 T H A P R I L 2 0 1 4 Daniel Nuss Head of Media Daniel.Nuss@LBi.com +971 (0) 4 446 2404 @businuss
- 2. Agenda โข What is a Cross-Channel Digital Campaign? โข โฆwhy bother? โข Campaign mechanics โข Media strategy โ who does what? โข Campaign workflow โข Group task
- 3. What is a Cross-Channel Digital Campaign?
- 4. Work together, drive greater Impact PPC Social PR SEO Insight & Analytics eCRM Display Creative
- 5. Get them all aligned!
- 7. Elements of a Cross-Digital Campaign Incentive/ Prize Competition User Generated Content Campaign Landing Page Voting # Blogger Event
- 10. SEO has changedโฆ Panda High-quality content that is engaging and incentivises users to share UPDATESIMPLICATIONS
- 11. SEO has changedโฆ Panda Penguin High-quality content that is engaging and incentivises users to share No more high volume manual link building activity UPDATESIMPLICATIONS
- 12. SEO has changedโฆ Panda Penguin Search+ Your World High-quality content that is engaging and incentivises users to share No more high volume manual link building activity Creation of social signals & buzz rather than pure link acquisition UPDATESIMPLICATIONS
- 13. SEO & Social are becoming oneโฆ Social SEO Social SEO
- 14. How social signals can look like
- 15. Content is King
- 16. Social & CXM
- 17. SEO โ then vs. now โข add
- 18. We believe that when you combine data and storytelling you can conjure something truly powerful.
- 20. Distributing Positive Signals Campaign Landing Page Priority LP #1 Priority LP #2 Priority LP #3 $ $ $ #
- 21. Layout of a Campaign LP Header/Navigation Logo Campaign Banner CTA Submit ShowP rizes Name eMail Comment
- 22. Media Strategy - Who does what?
- 23. Media Strategy โ Who does what? SEO โข Optimisation of landing page โข Creation of shareable content โข Identify relevant influencers โข Blogger outreach Social โข Community management โข Campaign hashtag โข Platform specific competitions (Facebook, Twitter, etc.) โข Moderation of UGC SEO & Social
- 24. Media Strategy โ Who does what? PR โข Distribution of optimised press releases to maximise reach โข Contacting news editors, portals & digital publishers eCRM โข Prime position in weekly/monthly newsletter โข Emails optimised for mobile โข Channel-specific competition PR & eCRM SEO & Social
- 25. Media Strategy โ Who does what? PPC โข Keyword research โข Account build out โข Added site links to branded ads โข Campaign optimisation Paid Social โข Paid stumbles โข Sponsored tweets & stories โข Promoted posts Paid Media PR & eCRM SEO & Social
- 26. Display Paid Media PR & eCRM Media Strategy โ Who does what? Display โข Google Display Network โข AdExchanges & RTB โข TrueView in-stream ads & mastheads on YouTube SEO & Social
- 28. Campaign Workflow โข Objectives โข Budget โข Target audience โข The BIG idea > 1-2 weeks Brief & Brainstorm
- 29. Campaign Workflow โข Objectives โข Budget โข Target audience โข The BIG idea > 1-2 weeks Brief & Brainstorm Planning โข KPIs โข Mechanics โข Media strategy > 3-4 weeks
- 30. Campaign Workflow โข Objectives โข Budget โข Target audience โข The BIG idea > 1-2 weeks Brief & Brainstorm Planning Production โข Development โข Design & UX โข Set-up tracking โข Channel preps > 2-3 weeks โข KPIs โข Mechanics โข Media strategy > 3-4 weeks
- 31. Campaign Workflow โข Objectives โข Budget โข Target audience โข The BIG idea > 1-2 weeks Brief & Brainstorm Planning Production Execution โข Development โข Design & UX โข Set-up tracking โข Channel preps > 2-3 weeks โข KPIs โข Mechanics โข Media strategy > 3-4 weeks โข Launch โข Management โข Outreach โข Optimisation > 2-4 weeks
- 32. Campaign Workflow โข Objectives โข Budget โข Target audience โข The BIG idea > 1-2 weeks Brief & Brainstorm Planning Production Execution โข Development โข Design & UX โข Set-up tracking โข Channel preps > 2-3 weeks โข Channel performance โข Social listening โข Data analysis > 1-2 weeks โข KPIs โข Mechanics โข Media strategy > 3-4 weeks โข Launch โข Management โข Outreach โข Optimisation > 2-4 weeks Evaluation
- 33. Campaign Workflow โข Objectives โข Budget โข Target audience โข The BIG idea > 1-2 weeks Brief & Brainstorm Planning Production Execution โข Development โข Design & UX โข Set-up tracking โข Channel preps > 2-3 weeks โข Channel performance โข Social listening โข Data analysis > 1-2 weeks โข KPIs โข Mechanics โข Media strategy > 3-4 weeks โข Launch โข Management โข Outreach โข Optimisation > 2-4 weeks 12-16 weeks Evaluation
- 34. Group Task: Plan your own Cross-Channel Campaign!
- 35. Group Task: Plan a Cross-Channel Campaign 1. What are the objectives? 2. Define campaign KPIs and targets. 3. Come up with a creative campaign idea. 4. What can I win? 5. What do I need to do? 6. Define budget spend.
- 36. A few more Tips โข One BIG prize plus many small ones โข At least one designated prize per channel โข Incentivise to share, invite & nominate โข And most importantly
- 38. A few more Tips โข One BIG prize plus many small ones โข At least one designated prize per channel โข Incentivise to share, invite & nominate โข And most importantly โฆkeep it simple! 1. What is it about? 2. What do I need to do? 3. What can I win? โบ Give clear steps on how to participate!
- 39. โฆso what are the Benefits? Your 1st Integrated Digital Campaign! Engaging & relevant content Greater social engagement Better rankings Greater impact NON-brand story telling Natural backlink profile Increase in high- quality traffic Better cost efficiency
- 40. Thank You
- 41. WHATโS NEXT? N E X T A C A D E M Y: 1 2 T H J U N E HUMZA DOING THE LIMBO!
Editor's Notes
- A few reasons why to run integrated digital campaigns
- 3200 tweets per minute 44 hours of Youtube content posted every minute
- Brands need to embrace true storytelling. Branded content is NOT the same thing.
- 2. (potentially more/more relevant brand engagement)