Some 411 on how to set up a good digital campaign. The theory, no cases.

1. A Digital Campaign
#emakina
#dmforum
Isabelle Dumortier

2. Isabelle Dumortier
Account Manager
End-2-End Project Management
Keep in touch:
e. idu@emakina.com
t. @IsabelleD911
linkedin.com/isabelledumortier

3. Choose wisely

4. Your brand's DNA has to work
with the DNA of the agency.
The agency should be able to
understand your DNA.

5. Concept is king!

7. No use in saying you have balls if you have none...that's soooo last century.
-Nathalie Dumortier

8. Issue mapping
Ambition Analysis of the dynamic (process) to be affected
Significance analysis of possible objectives in
(what do we want to achieve) terms of:
- direct change to the problem
- potential for further change
Campaign assets - change to another star point
(resources)
People
Networks
Knowledge
Intelligence
Money
Actors, obstacles, interests
social capital Issue mapping
media capital Interests analysis – who is winning
political capital
Opportunities Campaign and losing, who would win or lose
if a change occurred
Commercial Potential allies
Legal Concept Obstacles
Existing perceptions of significant
reputation
audiences (qualitative research)
Polling data
Players in the policy community
Communication Desires
What do we want the campaign to communicate about Social Weather conditions
us our program
- Direction Detecting social wind waves, current,
- Mission storm waves, climate.
- Vision Mapping changes in the social values.
- how change happens eg Following trends in agency – who has
- About power and
- Responsibility Influence and how is this changing?
- Actors
- what people can do

9. 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

10. 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

11. Evaluate your initiatives
How does it support your objective? Do we have the right people to handle this?
What metrics matter? Is there budget free?
Impact Readiness
Risks Priority
What are the risks if we do this? Does this initiative enable other work?
What if we don’t?

12. Repeat the definition of your campaign’s
concept as much as you can.
 Together

13. Deal with
the hard
stuff now

14. TAKE A POSITION
INSTEAD OF
“POSITIONING”

15. Don’t believe that your
target group is actually
interested.
They’re not.
Source: Martin Weigel

16. GREAT
CREATIVITY IS
ESSENTIAL TO BE
NOTICED.
Believe in your agency! There’s a reason why you chose them.
Source: Martin Weigel

17. PEOPLE

18. Social Media is the
ultimate relationship
nurture platform.

19. 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.

21. STOP
INTERRUPTING!

22. It’s what happens
after the “likes” and
follows that matters
most.

23. Set
Specific
Measurable
A ttainable
Relevant
Timebound
GOALS

24. Use the right building blocks.
 Search engine optimization (SEO)
 Landing Page optimization
 Social Networking
 Blogs
 White papers
 Articles
 Social Product Placement

25. Social Content Mix Pyramid
Entertain Monthly
Inspire
Bi-weekly
Start
conversation Weekly
Teach how to do
something 2 x week
Provide relevant information
3 x week
Resource: The Content Marketing Institute

26. 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.

27. Increased brand
preference.
Many buyers correlate high organic search rankings with trust and brand leadership.

28. Measure the right things
 Community growth
 Blog & web analytics
 Reach
 Engagement
 Relevancy
 Influence
 Sentiment
 Achievement of goals

29. Perfection is the
enemy of good.
-Voltaire

30. Social
relationships are
the life raft of
tech changes.

31. YOUR MISSION?
Talk to your audience as
if they were human.

32. THEY ARE!

33. So what have we learned?
And how can you get your boss or
client in the Forbes 500 list?

34. Understand
The value and necessity of
Digital Marketing

35. Choose wisely
Remember for every ying there is a
yang.

36. Listen!
Define and know your audience.
Talk to the right people.
Don’t aim too wide.

37. Set goals!
Define your smart goals.

38. Content Marketing
Deliver content at all the
right stages of the buying
process to attract and retain
customers.
SEO
Storytelling
Social Lead
Media Generation

39. Measure
Everything that is measurable.
Use the right metrics.

40. People
It’s about them. Not you.

41. Questions?
E-mail: idu@emakina.com
Twitter: @IsabelleD911
LinkedIn: /in/