How to map a digital marketing campaign

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Thinking of taking a new campaign into the bright world of digital?  Well things have changed since the good old days. Here are some things you’ll need to consider before, during and after you take the plunge into the brave new world.

Start with a strategy

Start at the very beginning; know what you’re setting out to achieve and how you’re going to achieve it. Outline what your aim is and the objectives of how you will achieve this aim.  Include your three or four key messages, your audience segments and tools you will use to deliver the digital marketing campaign into the marketplace.

State what your desired outcomes will be and how you evaluate the success of your campaign.  With every campaign there will be learnings from what has worked and what could have been improved.  These are particularly important when you are dealing within a new space; either digital on the whole, or a new social platform, positioning approach or product.

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The characteristics of great Twitter accounts

So you want to wheel your CEO, head honcho or slightly famous person or celebrity out to represent your company and brand.  It’s not as easy as just setting up the account and letting it all happen. Or is it?

Twitter is an interesting animal and it’s my belief that you can’t teach people to ‘get it’.  They either do or they don’t, and they’re either interested in its potential as a communication/engagement tool or they’re on some other planet.

The characteristics of great twitter accounts which work are shown by the following traits.  You can either cut the mustard or you’re there with no mates.  There is no in-between. So what are the key characteristics?

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Festival of Branded Content and Entertainment – Notes and thoughts

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Last week I attended the Festival of Branded Content and Entertainment at Luna Park in Sydney. I have been interested in this idea of Branded Content for some time and attended with the aim of finding out more on the topic generally and seeking opportunities for our clients. Here is what I learnt:

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Social media policy – one size does not fit all

social media policy

You’re geared up and ready to launch that fantastic and creative social media campaign. But wait, are you covered internally, with your staff fully aware and on board, to manage the culture around your social media? As with all parts of your business it is essential to have employee boundaries clearly defined to avoid issues in the future.

And while Google search is great for finding a lot of things, there is no easy way to get a social media policy unless you scope it and shape it for the individual needs of your organisation and its unique circumstances.

Once your social media business case has been approved the next step is to bring together your working group. If you’re a big company, look at your key line leaders to be representatives, particularly in the field of governance, human resources and communications.  If you’re smaller, bring together your key personnel who understand the machinations of the business, including knowledge of your products, your market and the responsibility of your workforce.

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The hard work of making news – just ask two New York Times Journalists

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After a five week election campaign which dominated the broadcast and print media, I was not surprised to receive a call from my news release service to ask me if I needed their services. The polite person on the other end of the phone was also asking if I was happy with the service because I hadn’t used it recently.

I laughed.

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Make your Facebook cover photo work harder

How well are you leveraging that beautiful piece of advertising/branding/positioning real estate you have on your Facebook Page?

Here’s some tips on how to make your Facebook cover photo work harder for you.

Be creative – use the visual to explain your product offering

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Think outside the square – Don’t be contained by the usual. Think about the overall presentation  across the thumbnail and cover photo

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Getting Social with your own People

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For most of the time it’s the poor cousin. Then out of nowhere, there it came again, the darling of the communications stage; back in favour and the hot topic at every conference.  Yes, internal communications. From the face of it bland, pedestrian and a waste of time, just like that date you don’t want to go on.  And it seems like the thing no one can deal with is back in the bad books.

As business and government are either grappling or going great guns with external communications, thanks to the much needed injection of life provided by social media platforms, their ability to take those mechanisms and apply them to reach out to their own workforce is often a step too far.

But why? If the organisation understands the principles of why people like social media so much – that direct, responsive engagement, the opportunity to aggregate news, the humour, stripped back corporate language and straight-talking relevance – why can’t it go there with its own people?

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Rethinking the PR Department

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Huge shifts have been witnessed in how PR professionals reach their audiences these days. The impact of 24 hour news cycles, social media, the emphasis on non-government or not-for-profit organisations being the drivers of engagement in communities, and the entitled attitude towards free information has meant a new approach in how companies engage, inform and lobby.

Within this apparent utopia of access to markets, companies can and should be sitting more closely with their consumers. The smart ones have enhanced their relationship so they can listen, share, relate, innovate and protect their reputation. Nice job, I say. For others, no amount of trying can see them cut the mustard; hampered by trolls and tricksters on twitter, media relations that stall at the editor’s desk, petitioned backlashes and mass media advertising that is too smart for its own good.

Believe or not there are Boards out there who still believe that marketing and communications should be first to feel the strike in the budget bottom line and in some instances this is justified. But in a world where word-of-mouth marketing holds huge collateral, the slash and burn approach can create an even worse situation.

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Social – don’t be last to the party

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In the world of a 24-hour news cycle and consumer driven media, the key to getting your message across convincingly and effectively is your ability to be responsive. Your ability to deliver information as people want it allows you to be heard in a way that traditional media has never allowed. Responsiveness = being heard amid the din.

The vast array of social media platforms, but primarily the big three – Twitter, Facebook and LinkedIn – provide a method for tapping into captured audiences and segments previously unavailable. You’d think every marketing and communications team would be right onto it.

But if I had a dollar for every time a government or bureaucratic organisation had told me ‘no’ regarding moving into the realm of social media I’d be a very rich woman. Often it’s because people higher up put the supposed risks before the benefits. And, sadly, the biggest millstone is usually the sign off or clearance protocol. Read as ‘too many Chiefs and not enough Indians.’

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