The Ultimate Digital Campaign - Client/Agency relation
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A Digital Campaign #emakina #dmforum Isabelle Dumorti
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Some 411 on how to set up a good digital campaign. The theory, no cases.
Transcript of The Ultimate Digital Campaign - Client/Agency relation
A Digital Campaign
#emakina#dmforum
Isabelle Dumortier
Isabelle Dumortier
Account Manager End-2-End Project Management
Keep in touch:e. [email protected]. @IsabelleD911linkedin.com/isabelledumortier
Choose wisely
Your brand's DNA has to work with the DNA of the agency. The agency should be able to understand your DNA.
Concept is king!
No use in saying you have balls if you have none...that's soooo last century.-Nathalie Dumortier
What do we want the campaign to communicate aboutus our program- Direction- Mission- Vision - how change happens eg- About- Responsibility- Actors- what people can do
CampaignConcept
Ambition(what do we want to achieve)
Actors, obstacles, interests
Social Weather conditions
Campaign assets
Communication Desires
Issue mappingAnalysis of the dynamic (process) to be affectedSignificance analysis of possible objectives in terms of: - direct change to the problem- potential for further change- change to another star point
Issue mappingInterests analysis – who is winningand losing, who would win or loseif a change occurredPotential alliesObstaclesExisting perceptions of significant audiences (qualitative research)Polling dataPlayers in the policy community
Detecting social wind waves, current, storm waves, climate.Mapping changes in the social values.Following trends in agency – who has power andInfluence and how is this changing?
(resources)PeopleNetworksKnowledgeIntelligenceMoneysocial capitalmedia capitalpolitical capitalOpportunitiesCommercialLegalreputation
Use the POST Methodology
People
Identify who you want to make an impact on
Find out what their social activities and behaviour is all about
Objectives
WHAT do you want to accomplish and WHY?
Strategy
Plan how your relationship with your target group “The People” will
change.
Resource: Forrester Research
Use the POST Methodology
Technology
Decide which (Social) Media channels to use.
Goal
Set goals for achievement: Qualitative & Quantative
Metrics
Which metrics will you use to measure success?
Resource: Forrester Research
Evaluate your initiatives
Impact Readiness
Risks Priority
How does it support your objective?What metrics matter?
What are the risks if we do this?What if we don’t?
Do we have the right people to handle this?
Is there budget free?
Does this initiative enable other work?
Repeat the definition of your campaign’s concept as much as you can. Together
Deal with the hard stuff now
TAKE A POSITIONINSTEAD OF “POSITIONING”
Don’t believe that your target group is actually interested. They’re not. Source: Martin Weigel
GREAT CREATIVITY IS ESSENTIAL TO BE NOTICED. Believe in your agency! There’s a reason why you chose them.
Source: Martin Weigel
PEOPLE
Social Media is the ultimate relationship nurture platform.
People are more likely to trust and buy from a company they have a relationship with. When
people engage with your content they feel like they have a
relationship.
STOP INTERRUPTING!
It’s what happens after the “likes” and follows that matters most.
Set SMARTGOALS
pecific
easurable
ttainable
elevant
imebound
Use the right building blocks.
Search engine optimization (SEO)
Landing Page optimization
Social Networking
Blogs
White papers
Articles
Social Product Placement
Social Content Mix Pyramid
Entertain
Inspire
Start conversation
Teach how to do something
Provide relevant information
Monthly
Bi-weekly
Weekly
2 x week
3 x week
Resource: The Content Marketing Institute
93% of buying cycles start with an online search, so if
your company shows up high in the search results, you’ll get
“free” brand awareness.
Increased brand preference.
Many buyers correlate high organic search rankings with trust and brand leadership.
Measure the right things
Community growth
Blog & web analytics
Reach
Engagement
Relevancy
Influence
Sentiment
Achievement of goals
Perfection is the enemy of good.
-Voltaire
Social relationships are the life raft of tech changes.
YOUR MISSION?
Talk to your audience as
if they were human.
THEY ARE!
And how can you get your boss or client in the Forbes 500 list?
So what have we learned?
The value and necessity of Digital Marketing
Understand
Remember for every ying there is a yang.
Choose wisely
Define and know your audience. Talk to the right people. Don’t aim too wide.
Listen!
Define your smart goals.
Set goals!
Content Marketing
Storytelling
SEO
Lead Generation
Social Media
Deliver content at all the right stages of the buying process to attract and retain customers.
Everything that is measurable. Use the right metrics.
Measure
It’s about them. Not you.
People
