This is a brief presentation from my lecture in the Greek Campus Feb 19, 2015 about How to plan for an Online Branding Campaign. the Full version will be available soon.

2. BEFORE WE START
DON’T USE
TEMPLATES
DON’T SEND
PRESENTATIONS
OVER EMAIL –
MEET THE
CLIENT/MANAGER
ALLIGN WITH THE
BRIEF/ VISION

3. CREATE AWARENESS INFLUENCE CONSIDERATION
GROW LOYALTY & RETENTION DRIVE SALES
DIGITAL MARKETING
STRATEGIES

4. CREATE AWARENESS INFLUENCE CONSIDERATION
GROW LOYALTY & RETENTION DRIVE SALES
DIGITAL MARKETING
STRATEGIES

5. SITUATION ANALYSIS TARGETED AUDIENCE CAMPAIGN OBJECTIVES
CAMPAIGN STRATEGY CAMPAIGN TACTICS CAMPAIGN EVALUATION &
MEASUREMENT
INVESTMENT QUOTATION
PLAN BUILDING BLOCKS

6. SITUATION ANALYSIS

7. COMPETITIVE
ANALYSIS
LOCALIZATIONCUT IT SHORT
TOOLS VS
MANUAL
ANALYSIS
VISUALIZE
TRACK USERS
BEHAVIOUR
TALK
NUMBERS

8. EXAMPLES

9. TOTAL ENGAGEMENT ON USER POSTS
TOTAL ENGAGEMENT ON USER
POSTS
of total engagement on your
page
8.0%
98 interactions
MOST ENGAGING USER POST
MOST ENGAGING USER
POST
"huawei ascend d1 quad ???? ????? ?? ???
????? ??????? ??????"
by Ayman Mohamed (6 interactions)
0
1
2
3
4
5
6
7
8
9
0
2
4
6
8
10
12
14
16
TotalEngagement
UserPosts
Engagement on User Posts
User Posts Engagement on User Posts
(The users whose posts on your
wall have received the most
engagement)
(The users who have posted
most frequently on your wall)
(The users who have
commented most frequently on
your wall posts)
7
7
6
5
5
5
5
5
5
5
????????? ????
Mohamed Zizo
Hamila Mohamed
Ayman Mohamed
Sara Shabara
Hassan Aboelhamd
Ahmed Ali Emara
Maher Moustafa
Masaoud Elnabwy
???? ??????
Top Users by # of Comments
6
6
5
5
4
4
3
3
3
3
Omar Yasser…
Ayman Mohamed
Mohamed A.…
Habiby Megahed
Mohammed Saeed
Osama Taha
Ashraf Magdy
M.m. Noshy
Mido Mosad
Maher Moustafa
Top Posters by Total
Engagement
3
3
2
2
2
2
1
1
1
1
Mohamed Elzayat
Omar Yasser Ahmed
??? ?????
Ashraf Magdy
M.m. Noshy
Mohammed Saeed
Abdeaal Ahmed
Rami Agha
?tl?k ??ml?k Bl?ck
???? ???? ?????
Top Users by # of Posts
EXAMPLES

10. SCREENSHOTS FROM A
SITUATION ANALYSIS IN DIAPERS
INDUSTRY
EXAMPLES

11. TARGETED AUDIENCE

12. YOU AREN’T THE TARGETED AUDIENCE
YOU ARE NOTTHE TARGETED AUDIENCE
2 RULES OF THE
TARGETED
AUDIENCE

13. GEOGRAPHIC GENDER AGE
MARITAL STATUS INTERESTS BUYING PERSONA

14. SCREENSHOTS FROM A
TARGETED AUDIENCE OF A
BRAND IN MOBILE INDUSTRY
EXAMPLES

15. CAMPAIGN OBJECTIVES

16. SPECIFIC
MEASURABLE
ACHIEVABLEREALISTIC
TIME-BASED

17. SCREENSHOTS FROM OBJECTIVE
STATEMENT OF A WEBSITE IN
SPORTS PUBLISHING/MEDIA
INDUSTRY
EXAMPLES

19. CAMPAIGN STRATEGY

20. AS A
POSITION
WIDE
SCOPE
LONG
TERM
LIST OF 3-5
POINTS

21. CAMPAIGN TACTICS

22. INCLUDE DETAILED
ACTIONS
NARROW SCOPESHORT TERM

23. CREATIVE DIRECTION

24. START FROM THE ONLINESS
STATEMENT
KEEP IT SIMPLE
WHAT CUSTOMERS WILL
FEEL/THINK/ ACT
USE FACTS
USE DETAILS
HEAD TO HEAD VS. HEAD TO
TAIL
GET INSPIRED FROM OTHERS’
WORKS

25. SCREENSHOT FROM A CREATIVE
DIRECTION SLIDE
EXAMPLES

26. MEDIA CHANNELS CREATION,
PLANNING & OPTIMIZATION

27. MEDIA ACTIVATION
CHANNELS
SOCIAL NETWORKS PORTALS GOOGLE DISPLAY NETWORK

28. ADS ON SOCIAL NETWORKS
EXAMPLES

29. ADS ON PORTALS
EXAMPLES

30. ADS ON GDN
EXAMPLES

31. BRANDING
• CREATING BUZZ
• ALL MEDIA
CHANNELS
• BIG BUDGET
POSITIONING
• COMMUNICATING
DIFFERENTIATION
• OPTIMIZED MEDIA
CHANNELS
• CUSTOMIZED
BUDGET
ENGAGEMENT
• BRAND TOP OF
MIND RECALL
• SELECTIVE MEDIA
CHANNELS
• CUSTOMIZED
BUDGET
MEDIA
PLANNING

32. EXAMPLES
SCREENS SHOTS FROM A MEDIA
PLAN:

33. CONTENT MANAGEMENT
STRATEGY

34. EXAMPLES
SCREENS SHOTS FROM A CONTENT
MANAGEMENT STRATEGY:

35. CAMPAIGN EVALUATION &
MEASUREMENT

36. EXAMPLES
SCREENS SHOTS FROM A KEY
PERFORMANCE INDICATORS SLIDE:
KEY PERFORMANCE INDICATORS
OPTIMIZATIION

37. INVESTMENT QUOTATION

38. EXAMPLES
SCREENS SHOTS FROM AN
INVESTMENT QUOTATION:
ITEMIZED
SHOW THE
VALUE
WHY ARE YOU
EXPENSIVE?

40. CASE STUDIES