Digital Communications Strategy & Executions - USF Digital Media Course
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Session Four of University of South Florida's Zimmerman School of Advertising and Mass Communication Digital Media course discusses the Communications Framework necessary to create digital executions that will help the client. Contact me on twitter if you have questions or want to download it: http://www.twitter.com/ericritter
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Digital Communications Strategy & Executions - USF Digital Media Course
- 1. USFDigitalMedia.com Instructor: Digital Media Session Four - Comms Strategy & Executions Eric Ritter | @EricRitter
- 3. USFDigitalMedia.com Strategy occurs when there is not a straight solution.
- 4. USFDigitalMedia.com STRATEGY is a plan of action based on the information at hand to obtain a goal with your LIMITED RESOURCES.
- 5. USFDigitalMedia.com Strategy occurs when there is not a straight solution.
- 6. USFDigitalMedia.com If we did have all the resources to answer straight away, we wouldn’t need a plan of action we could just go and do it.
- 7. USFDigitalMedia.com That plan of action needs to be broad and undetailed.
- 8. USFDigitalMedia.com In Digital this is more important.
- 9. USFDigitalMedia.com STRATEGY is based on the INFORMATION AT HAND.
- 10. USFDigitalMedia.com STRATEGY answers a Goal.
- 11. USFDigitalMedia.com STRATEGY is based on the INFORMATION AT HAND.
- 12. USFDigitalMedia.com We need to made sure the GOAL is answering the business problem.
- 13. USFDigitalMedia.com Strategy is the HOW.
- 15. Is the major barrier in awareness SEARCH - Are people having a hard time finding the brand? DISCOVERY – Do enough people know about the brand? AWARENESS BARRIER
- 16. Is the problem in the consideration stage? ASSESS – Is there enough information to help people make the decision to buy your product? CONSIDERATION
- 17. Is the problem post purchase? CONNECT Are a number of people buying the product but not advocating it? CONSUME Is there lost opportunities to connect with your consumers to make them aware of other products? REPEAT PURCHASE & LOYALTY BARRIERS
- 18. USFDigitalMedia.com You need to work out where your barrier to success is.
- 19. USFDigitalMedia.com Mooney, 2012 Discovery & Access No one had heard of the brand yet. The barrier is getting people to the discovery and assess stage New Brand Promotion
- 20. USFDigitalMedia.com Mooney, 2012 Connect With and established brand they had a loyal customer base but they didn’t know about new brand launches. Established Brand
- 23. USFDigitalMedia.com Communication is made up of two parts CHANNEL MESSAGE
- 24. USFDigitalMedia.com Communication is made up of two parts MEDIA CREATIVE
- 25. USFDigitalMedia.com In Digital this is: PLATFORM(S) CREATIVE IDEA
- 26. USFDigitalMedia.com In Social this is: PLATFORM(S) SOCIAL IDEA
- 28. Heading Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed eros risus, gravida cursus fringilla vel, placerat ut elit. Ut ultricies dignissim velit, non vehicula justo auctor ut. Mauris vitae arcu sollicitudin, dignissim libero quis, venenatis diam. Ut interdum tincidunt tellus nec congue. Ut interdum aliquam eleifend. Phasellus sed dolor ante. Morbi sed suscipit leo. Vestibulum faucibus dignissim bibendum. Vivamus quis ipsum metus. MEDIA MEDIA The type of digital channel you use plays a very important part in the success of the campaign. Every channel has its own strengths and weaknesses and it is important to understand them both and work out what works best to help get your message out there.
- 30. USFDigitalMedia.com 3 TYPES OF MEDIA PAID MEDIA EARNED MEDIA OWNED MEDIA
- 31. USFDigitalMedia.com 3 TYPES OF MEDIA PAID MEDIA EARNED MEDIA OWNED MEDIA Content that is bought and placed by the brand. This includes Banner Ads, Social Ads, Viral Video Seeding. Direct connection between the consumer and brand. This includes Facebook Pages, Twitter, Email Lists. Communication that is produced by a third party that the brand does not control. Includes: Blogger Outreach & Reviews.
- 33. USFDigitalMedia.com Modern Customer Journey Mooney, 2012 PAID EARNED OWNED
- 34. GOOGLE ADWORDS Google AdWords we will not cover but this is about making sure you capture the attention that comes for your activity PAID MEDIA SOLUTIONS ONLINE SEEDING/SOCIAL ADS Online Seeding helps to get awareness for the activity that you are creating (e.g Viral Video)
- 35. INFLUENCER OUTREACH Influencers Outreach helps to create content from influential online content publishers that can help change the perception of the brand LONG FORM CONTENT EARNED MEDIA SOLUTIONS
- 36. SOCIAL PRESENCE Probably the most popular form of Social Media, which is creating a presence for the brand through Social Networks. OWNED MEDIA SOLU
- 37. USFDigitalMedia.com Modern Customer Journey Mooney, 2012 ONE TIME / CAMPAIGN ONGOING
- 39. USFDigitalMedia.comMooney, 2012 BRAND/PRODUCT AWARENESS REASONS TO BELIEVE ADVOCACY / REPURCHASE
- 41. USFDigitalMedia.com PHASE 3 WHAT IS THE CREATIVE MESSAGING? WHAT IS THE REASON TO BELIEVE? PHASE 2 WHAT IS THE CREATIVE MESSAGING? WHAT IS THE REASON TO BELIEVE? MEDIA WHAT CHANNELS WILL BE USED? MEDIA WHAT CHANNELS WILL BE USED? MEDIA WHAT CHANNELS WILL BE USED? CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE WHAT MEDIA CHANNELS ARE THEY USING WHAT DO YOU WANT THEM TO DO?WHO IS THE TARGET MARKET PHASE 1 WHAT IS THE CREATIVE MESSAGING? WHAT IS THE REASON TO BELIEVE? COMMS FRAMEWORK MEDIACREATIVE
- 42. USFDigitalMedia.com BUYING MOMENT Hard-Hitting messaging: Pay after your stay No cancellation fees Lowest Guaranteed Rate RESEARCH Messaging against a key benefit but incorporating the brand idea: Verified Reviews Maps of neighbors MEDIA TV Activation Social Rich Media MEDIA Standard Banners Mobile EDM MEDIA Rich Media Social CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM BOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35 AWARENESS “Why Booking Matters” messaging COMMS FRAMEWORK MEDIACREATIVE
- 43. USFDigitalMedia.com BUYING MOMENT Hard-Hitting messaging: Pay after your stay No cancellation fees Lowest Guaranteed Rate RESEARCH Messaging against a key benefit but incorporating the brand idea: Verified Reviews Maps of neighbors MEDIA TV Activation Social Rich Media MEDIA Standard Banners Mobile EDM MEDIA Rich Media Social CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE BOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35 AWARENESS “Why Booking Matters” messaging MEDIACREATIVE SHOWS THE MESSAGING AT DIFFERENT STAGES FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM
- 54. USFDigitalMedia.com Today’s Key Takeaways: ‣ The Modern Customer Journey mirrors Paid, Earned, and Owned Media. ‣ A Comms Framework is architectural blueprint for the digital campaign. ‣ The most common phases are: Awareness, Research, Buying Moment.