Developing an Integrated Digital Media Marketing Plan (2014 UPDATE)

Developing an Integrated Digital Media Marketing Plan

By Andrew Charles Jackson!!!!

Digital Media Specialist in Vancouver, Canada!!

Email: [email protected] !Phone: 604-500-2930!

!Connect with me on LinkedIn: http://www.linkedin.com/in/andrewcharlesjackson

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APRIL 2014 UPDATE

If this looks too dry or challenging to do on your own, hire me for your business. Guaranteed to get results! Or email me for fillable

Powerpoint or Keynote slides and do it yourself.

mailto:[email protected]

http://www.linkedin.com/in/andrewcharlesjackson

A - Establish Context!B - Define Community!C - Identify Goals & Objectives !D - Select Strategies !E - Select Activities/Tactics!F - Identify Metrics/Metric Goals!G - Develop Content Strategy !H - Set up Monitoring !I - Find Influential Advocates!J - Ongoing Review of Metrics!K - Search Engine Optimization!L - Audits & Reviews!M - Review of Campaign Cycle

Contents & Digital Media Marketing Framework

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Question Answer

1. What is your (company’s) background?

2. What is your mission?

2. What are your high level goals?

3. Why is digital media relevant to these goals?

4. What are some of the threats to these goals?

5. What is your current digital media activity?

6. What resources are you going to commit (people, time,

money)?

A. Establish Context

Andrew Charles Jackson 4B. Define Community

On the following slide, list who your most important stakeholders are (could be positive, neutral or negative), think about where they might be on social media and why they exist there. The honeycomb infographic above details some of the reasons why people take part in online communities.

Andrew Charles Jackson 5

Target Audience Where are they in Social Media? Why are they there?

Who are your most important stakeholders?

Are they on Facebook, Twitter, LinkedIn, Google+, blogs? (if you don’t know,

find out)

What aspects of the community are most relevant to them?

e.g. C-level executives in environmental business field LinkedIn / Twitter Sharing news / developing relationships / being

thought leaders

B. Define Community

Andrew Charles Jackson

Identify Digital Media Objectives (SMART – specific, measurable, achievable, realistic & time-bound)

1. To sell $1 million in registrations online in the next 6 months

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C. Identify Goals & Objectives


Remember to think about what you have learnt from the previous steps in the framework: context, monitoring, finding influencers and defining your community to ensure your objectives are relevant and realistic. !

Strategy Key Point 1 - The POEM Framework!!

7D. Select Strategies

POEM refers to paid, owned & earned media. You should use paid media to provide a spark of interest or as a catalyst to get potential customers to your owned media sites (homepage, FB page, Twitter). You should then host conversations and engagement on your owned sites that can be shared through earned media. The most effective social media campaigns integrate all three segments. POEM can also be referred to as bought, owned, earned (BOE). !More and more, social media has become a ‘pay to play’ environment for businesses and such features as promoted posts in Facebook and Twitter are considered part of paid media. Some believe this to be unfair, i.e. that you have to pay to reach your own fans but a little budget can go a long way if used effectively. !!

Andrew Charles Jackson 8D. Select Strategies

Reach & Control of Bought, Owned & Earned Media - Just using your owned media sites (website, social media channels) gives you a high degree of control but potentially low reach. Bought media (Google / Facebook / Twitter ads etc.) give you medium reach and medium control. For maximum reach, you require earned media, which is when a third party spreads news about you or your products. This gives you the potential to reach new customers but also has the least amount of control.

http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

Andrew Charles Jackson 9D. Select Strategies

Integration of Bought, Owned & Earned - bought media enables you to reach strangers with your key marketing messages and then attract them to your owned media sites to become fans. Through interactions and earned media, fans will then become customers after you have built trust and engagement with them. If you decide to use online ads to reach more targeted strangers, you should experiment with a small amount of budget and track results using slides 36, 38, 40 etc. and then optimize / increase budget based on results.

http://www.spredfast.com/2010/12/08/great-infographic-social-media-impact-across-bought-owned-and-earned-media/


Remember to think about what you have learnt from the previous step in the framework: context, monitoring, finding influencers and defining your community to ensure your goals & objectives are

relevant and realistic

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Select Digital Media Strategies (Strategy = chosen method to get from A to B)1. Develop an awesome website that is optimized for responsiveness (mobile), branding, layout

and with clear Calls-to-Action (CTAs)

D. Select Strategies

Andrew Charles Jackson!

Tactical Key Point - Ongoing Versus Campaigns!!Activities or tactics refer to activities that directly relate to your strategies. Your strategy is your plan on how to get from A to B. Your tactics show what this looks like on the front line. They should be labelled and directly associated with the digital planned digital strategies. See examples on the next slide. You may have approximately 3 to 6 activities for each strategy. !Activities can either be ongoing or campaign-based. !Ongoing activity refers to marketing activities that do not belong to a certain project. Campaigns refer to projects with a finite start and end date.

11E. Select Activities

Use campaign activities to boost reach & engagement and attract new fans & followers. Provide a reason why customers should connect with you for your ongoing activities, e.g. interesting weekly blog posts. Campaigns rely heavily on paid media for bigger reach. !Use ongoing activities to foster meaningful long term relationships & consolidate campaign gains.

Build excitement for upcoming campaigns & refer back to previous successful campaigns. Ongoing activities rely more on owned & earned media. !!

12 E. Select Activities/Tactics Linked to Digital Strategy* (Person(s) responsible)1.a) Set up website for registrations (project manager and web design agency 1.b) Test site for responsiveness on mobile devices (Andrew) 1.c) Set up A/B testing for different CTAs on webpages (Andrew)

Andrew Charles Jackson 13J. Ongoing Review of Metrics

Measuring should be at the heart of everything you do. You have already worked out your metrics and metric goals from F - Identify Metrics / Metric Goals !Now you need to track your quantitative and qualitative metrics: !• Quantitative measures the quantity of something e.g. sales, new leads, new

subscribers, increase in shared posts from Facebook page or retweets on Twitter !

• Qualitative measures the quality of something e.g. satisfaction, loyalty, authority, interaction and feedback

!Keep an eye out for KPIs (key performance indicators) and important metrics changing on a daily basis !Conduct a weekly or monthly audit for the rest of your metrics !*“Measure what matters not what is easy to measure. You become what you measure” Katie Paine - The Queen of Metrics


Digital Media Metrics & Metric Goals

Metrics (sales, website, social media) Metric Goals

e.g. Revenues from registrations e.g. $1 million in 6 months

14F. Identify Metrics & Metric Goals


Digital Media Metrics & Metric Goals

Metrics (sales, website, social media) Metric Goals

15F. Identify Metrics & Metric Goals


G. Develop Content Strategy*You should spend roughly 90% of your time providing valuable content & 10% promoting yourself in order to build trust & ‘social equity’

Or consider the 10:4:1 ratio of 10 OPC (other people’s content), 4 original & 1 marketing/sales promotion for every 15 items of content !When it comes to developing content think about: • Content Source (Is it original developed content? Curated? Marketing or sales related? UGC? Interaction?) • Content Purpose (Is it your core content? For community building? A campaign? Or partner content?) • Content Format (e.g. text, video, audio, image, poll, survey, list, contest) • Content Strategy (see slides 17 & 18) • Content Planning* • Developing Your Team (you will need a social media captain, community manager, analyst and content creator. This could all be one

person or multiple depending on the size of the organization) !*You should use Google Calendar or a spreadsheet to organize a schedule for your posting and community management. Integrate

your timeline with real world events and trends to make it more appealing e.g. do a prize giveaway related to St. Patrick’s Day !

Matt McGhee offers the following additional tips on creating content in his blog article ’12 Tips on Creating Content for Social Media’ !1.Pick and choose your social communities wisely. 2.Don’t worry about creating meaningful content until you’ve been an active member of the community for at least a couple months, if

not longer. 3.Tell stories. 4.Give away your knowledge. 5.Post interviews with industry personalities. 6.Lists are almost always popular with any crowd. 7.Create a debate with another popular member of your community, or take the opposing point of view on a current topic. 8.Write great headlines. (This is where attracting a crowd begins.) 9.Follow through on the promise of your headline. Don’t disappoint people with an article that doesn’t meet the expectations that your

headline created. 10.Tell your audience what’s in it for them. This can be in your headline, or early in the content—lay out the reasons they should pay

attention to the content you’ve created. 11.Cite external examples and resources as evidence supporting your point of view. 12.If creating articles or blog posts, include quality imagery to illustrate your words. Visuals can be strong reinforcements. They also

help with usability by making long blocks of text easier to read.

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G. Develop Content Strategy 17

Some ideas for (mainly text) content from Ron Jones’ article !•Promotions with deals to participants -

daily deals •Tips or how to’s •Little known facts or factoids •White papers •Relevant and timely statistics •Ask your community - take polls and share

results •Invite guest authors •Top 10 lists •Case studies •Guides to help educate •Interviews •Live events •News •Opinions •Photos •Gift ideas

Where to Source Content From? !!#1: dlvr.it - My favourite scheduling tool for social media. Add RSS feeds (including YouTube, SlideShare, company blogs) and then trickle content based on how recent news is and decide how many articles to post to which channels when. The built-in flexibility is awesome! Connect a multitude of different personal and company profiles for Twitter, Facebook, LinkedIn, Google+ etc. and take staff advocacy to a whole new level. !#2: feed.ly - Use to find the best news from selected RSS feeds. You can search based on keywords or from your favourite sources. Use in conjunction with Buffer to schedule posts more easily. #3: HootSuite - You can use HootSuite with multiple social media profiles to make it easier to share the valuable content you find online. Set up multiple streams based on keyword searches, Twitter lists etc. !#4: Twitter Lists - Create Twitter Lists to curate information from people who consistently share great content on Twitter. When used in conjunction with HootSuite this is a powerful tool. !#5: Google Alerts - Use Google Alerts to get notifications for your important keywords and for reputation management with vanity searches.#6: Paper.li - With Paper.li, you can publish your own virtual newspaper that pulls in information from various social media platforms. #7: Alltop - Alltop curates the content for you by allowing you to create a MyAlltop page to subscribe to your favorite blogs. !#8: Custom Facebook Lists - Get more control over your Facebook news feed with Facebook Lists. Mari shares a great tip on how to make a Facebook Friend List with your favorite fan pages for better content curation thanks to a filtered view of your news feed. !#9: Mobile - Flipboard and Pulse are two mobile apps Mari mentions in this video. And she explains why using mobile apps makes it easy for you to curate content on social media. !!

http://www.clickz.com/clickz/column/2046657/steps-developing-social-media-strategy

http://dlvr.it

http://feed.ly


G. Develop Content Strategy* 18

Tips for Creating Video Content from ‘How to Integrate Video into Social Media Marketing’ by Social Media Examiner’s Mari Smith !1. Develop Screencasts with the following tools: -Screenflow (Mac) –TechSmith -Jing Project !2. Shoot Interviews with the following tools: -Skype –Oovoo -Tinychat (multiple interviews) (record using other software)

Best Practices for marketing videos: -60-90 seconds -Shows can be 10-15 minutes -First 3 seconds are vital to capture attention -High energy -Eye contact -Strong calls to action -Work with an outline (bulleted list & go with the flow)

Equipment to use: -Great audio vital (use microphone) -HD filming -Soft lighting (source onto face) -Kodak ZI8 camera is very good or Canon Powershot with viewfinder that flips !Editing tools: -iMovie (Mac) -Windows Movie Maker -Adobe Premiere -Final Cut Pro

Distribution of video via: -YouTube (channels) = great Google SEO, Connect via 'Activity Sharing', Like and or favourite on Facebook, Put videos on FB page via URL link to video -Load to FB video (embed in external sites) -Vimeo -BlipTV -Viddler -Yahoo Videos -Tube Mogul -Yubby -Blinkx (video widgets)

http://www.youtube.com/watch?v=9U2BWA0QsYo


G. Develop Content StrategyDeveloping Viral Content!

!Most viral content pieces tend to be one of the following four categories: !1.Very helpful/practical 2.Unique/amazing/spectacular 3.Funny 4.Controversial !

In addition, viral videos tend to be shared by tastemakers (e.g. Jay Leno or Ricky Gervais), have a degree of participation and have an unexpected or surprise quality to them according to Kevin Allocca, Google’s Trends Manager. Watch the video link for more information. !

Developing Trust With Social Media !!Greg Ferenstein argues that because in the digital world you cannot observe body language or intonation, this heightens the importance of other factors: !1.Responsiveness is vital for trust, i.e. make sure you respond quickly 2.Video is better than audio which is better than text to build trust !

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http://www.youtube.com/watch?v=BpxVIwCbBK0

http://mashable.com/2010/02/24/social-media-trust/

http://mashable.com/2010/02/24/social-media-trust/


G. Develop Content StrategyTwo More Things to Consider!

!!

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Consider the Participation Pyramid developed by Rochelle Grayson based on Heidi Klum’s model: only 10% of your community is likely to be active. The other 90% will be lurking (perhaps with intent).

In the blog article ‘A Frame of Trust’, Luke Naismith proposes a structure based around words that begin with the letter ‘A’ that sum up what trust means to a relationship.

http://knowledgefutures.wordpress.com/2007/05/20/the-a-frame-of-trust/


G. Develop Content Strategy 21

Question Answer

What is the purpose of your content?

Where are you going to get content from? (mixture of other

people’s content, original content & user-generated content?)

What is your blog strategy?

Andrew Charles Jackson 22G. Develop Content Strategy

Question Answer

What tone & language should you use? (e.g. formal/informal/casual/business)

When will you publish content?

Who is going to generate original content & how?

Who will monitor, manage and update the content?

Andrew Charles Jackson 23

What to Monitor? Keywords Which Platforms to Include?

Which Tools to use to Monitor? Notes

1. Your Organization

2. Your Competitors

3. Your Industry

4. Your Key Topics

H. Set Up Monitoring

Andrew Charles Jackson 24I. Find Influential AdvocatesWhile monitoring, you will find members of the community who are influencers and advocates. Influencers cause others to act on something. Advocates promote a brand or a cause through their posts, conversations and sharing. !Create an influencer/advocate list where you list who they are, which platforms they use, and how you will engage and reward them. Go out and find influencers using search tools (such as Klout, Topsy or Peer Index). !This is an ongoing list that develops throughout marketing cycles. You may only find out who is important after a complete 3-6 month marketing cycle. !Key points to consider: 1. Develop your influencer relationships before asking for opinions/endorsements 2. Reward your influencers (put in an investment of time and often money) 3. Make your influencers feel “special” 4. Ensure complete transparency about your relationship 5. Request honest feedback (good and bad) AND have a plan if it is bad 6. Use a variety of influencers (bloggers, tweeters, word-or-mouth) 7. Make it “fun” or useful 8. Quality over Quantity

Andrew Charles Jackson 25I. Find Influential AdvocatesGood engagement involves conversation, building trust and developing relationships In 55 BC, Cicero put forward the following rules to good conversation according to this Economist article ‘The Art of Conversation: Chattering Classes’ • Speak Clearly. • Speak easily, but not too much, give others their turn. • Do not interrupt. • Be courteous. • Deal seriously with serious matters, gracefully with lighter ones. • Never criticize people behind their backs. • Stick to subjects of general interest. • Do not talk about yourself. • Never lose your temper. !In addition, to Cicero’s rules for conversation, there are 3 more pertinent social media conversation rules as stated by Kelsey Ruger in his Slideshare ‘Crucial Conversations in Social Media’ 1.Get to know who you are talking to. 2.Listening is more important than talking. 3.If you're going to be talking have something important to say. !

http://www.economist.com/node/8345491

http://www.slideshare.net/themoleskin/crucial-conversations-in-social-media


Influencer/Advocate

Where Influential? e.g. Twitter, blog

Expertise/Industry/Organization

Notes! Engagement Strategy & Timeline (Notes)

26I. Find Influential Advocates


SALES Metrics Metric Goal Audit 1

(Date) Audit 2 Audit 3 Audit 4 Audit 5 Audit 6 Audit 7

e.g. Online delegate

sales

$1m in 6 months

27J. Ongoing Review of Metrics

28WEBSITE Metrics

Metric Goal Audit 1 (Date) Audit 2 Audit 3 Audit 4

e.g. Unique Visits

1,000 per day

29WEBSITE Metrics Metric Goal Audit 5 Audit 6 Audit 7


NEWSLETTER TITLE Date of Release! Views !(Unique)

Clicks! Shares! Notes!

30Email Marketing


BLOG Post Metric 1 e.g. Views Metric 2 e.g. Shares Metric 3 e.g. Comments Notes

31Latest News / Blog Posts

32SOCIAL MEDIA Metrics Metric Goal Audit 1 (Date) Audit 2 Audit 3 Audit 4

33SOCIAL MEDIA Metrics Metric Goal Audit 5 Audit 6 Audit 7

34K. Search Engine Optimization – How People Find Your WebsiteSEO or search engine optimization is extremely important for some businesses. For example, if you are a tourism company offering boat tours in Vancouver, it is vital that when someone searches for ‘boat tours vancouver’ on Google, you appear near the top of the rankings. For these kind of services, customers often simply look on Google rather than asking friends for referrals on social media (although being great in both SEO and social media optimization (SMO) is the key to success). !The following strategies will help boost your SEO: 1. Improve your inbound / outbound links to other websites that have a lot of authority. For example,

a link to your site from a BBC article will be worth a lot more than a link from a local spam site. 2. Increase links to your website from Google’s social media sites (YouTube and Google+). Start to

build a bigger community, following and activity on these as Google is now using these in its search algorithms.

3. Use new tools such as Google Authorship and rich snippets to enhance how your site looks in the rankings. This will ensure more click-throughs.

4. Use blogging and dynamic content to ensure Google crawls your site regularly. Manage your community on your site to increase interactivity and comments on articles.

5.Develop a large online active community through social media to ensure people spread news about your site effectively.

!For these reasons, it is important to use the following tools to improve your SEO: 1.Google Webmaster Tools - Use to check if Google can crawl your site without errors and to check

if you have rich snippets available for your site. 2.Submit Express - A good way to add your site to multiple directories at once 3.Google Authorship - Be sure to set up correctly for all your bloggers to enhance how your site

looks in the search rankings and improve clickability.

http://www.apple.com

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Keyword Audit 1 (Date) Audit 2 Audit 3 Audit 4 Audit 5 Audit 6 Audit 7

Number of hits from keyword

K. Search Engine Optimization – How People Find Your Website (Google Webmaster Tools)

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Keyword Global/Local/Monthly Searches (competition)

Notes

What SEO Keywords Should Be / Adword Campaign Planning


Twitter Ads Impressions Engagements Cost

37Online Advertising Monthly Review – Date (If Applicable)

Google Ads Impressions Clicks CTR Cost

Keywords Text Ads

Display Network Photo Ads CPM

Display Network Photo Ads CPC

LinkedIn Ads Impressions Clicks CTR Cost

Facebook Ads New Likes Impressions Clicks Cost

Platform / Campaign Spend

Facebook Ads

LinkedIn Ads

Twitter Ads

Google Display Network

Google Search Network

Google Video Ads

Total Cost

38Andrew Charles JacksonMarch 2013

Review of Audit 1 (Date)

Progress

Things to Work On/ Recommendations



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Keywords Text Ads






Facebook Ads

LinkedIn Ads

Twitter Ads



Google Video Ads

Total Cost

Online Advertising Monthly Review – Date (If Applicable)



Progress




41


Keywords Text Ads






Facebook Ads

LinkedIn Ads

Twitter Ads



Google Video Ads

Total Cost




Progress




43


Keywords Text Ads






Facebook Ads

LinkedIn Ads

Twitter Ads



Google Video Ads

Total Cost




Progress




45


Keywords Text Ads






Facebook Ads

LinkedIn Ads

Twitter Ads



Google Video Ads

Total Cost




Progress




47


Keywords Text Ads






Facebook Ads

LinkedIn Ads

Twitter Ads



Google Video Ads

Total Cost




Progress




49


Keywords Text Ads






Facebook Ads

LinkedIn Ads

Twitter Ads



Google Video Ads

Total Cost




Progress


Andrew Charles Jackson 51March 2013M. Review of Campaign CycleThis final step of the framework is where you collect, collate and analyze all your data together in a holistic integrated manner. !You will need access to your metrics for: 1. Sales 2. Website 3. Email Marketing 4. Social Media 5. A timeline of relevant events that may have affected the company in the

online, social and offline world !Once you have all the data, you need to evaluate the success of your social media marketing campaign and ongoing activities by examining how it all fits together. You then use your lessons learned and actionable insights to start the next iteration of the cycle. !This is how you develop continual improvement and business optimization based on your lessons learned. A SWOT or PESTEL analysis of your marketing campaign is also effective.

Andrew Charles Jackson 52March 2013M. Review of Campaign Cyclee.g. Website Data

Andrew Charles JacksonMarch 2013 53

What were some of the successes?1. e.g. Revenues for delegate sales reached our target of $1million in 6 months

M. Review of Campaign Cycle


What were some of the things that didn’t go so well?1.



Lessons Learned for Future Online Activity/Optimization


56Andrew Charles Jackson

Strengths!!1. !!!!!!

Weaknesses!!1. !!!!!!!!!

Opportunities!!1.

Threats!!1.!!!!!!

March 2013M. Review of Campaign Cycle


List of Tools Used!!Website!

!SEO!!Analytics!!Email Marketing!!Social Media Channels!!

Online Advertising!!Social Media Automation Tools!!Conference Listing Sites!!Live Event Tools!!!!!

!!!!



General Comments on Different Platforms!!e.g. LinkedIn! e.g. Google Ads!!!! !!!!


59Andrew Charles JacksonMarch 2013 About the AuthorAndrew Charles Jackson provides digital media consulting services in Vancouver, BC. Together with social media experts in Canada, he has researched and written the following University of British Columbia online courses: !1.Social Media Metrics (with Nikolas Badminton) 2.Social Media Monetization (with Rochelle Grayson) 3.Social Media Strategy & Marketing (with Rochelle Grayson) !His past clients include the GLOBE Foundation (where Andrew developed and implemented the digital media marketing plan for GLOBE 2014), H+Technology, GEMM 2013 (Global Exploration Mining & Minerals conference) hosted by RMSI (Responsible Mineral Sector Initiative at Simon Fraser University), LatinCouver (ExpoPlaza Latina 2013), Vancouver Humane Society, Langara College, the British Columbia Medical Journal, and VoxDIALOG. !His core skills and consulting services focus on: !1.Improving digital media marketing activities through effective planning and teamwork to boost

sales and create stronger online communities 2.Aligning online marketing activities with organizational goals 3.Creating a ‘metrics organization’ to improve business optimization and to focus on what works 4.Instructing & mentoring employees on social media strategy & tactics including the use of social

media platforms & tools (such as Facebook, Twitter, LinkedIn, Google+, Pinterest, blogs etc.) 5.Increasing the reach and effectiveness of an organization’s owned media through marketing

automation tools, staff advocacy, search engine optimization and social media optimization. !For additional information and enquiries into Andrew’s consulting services, please connect with Andrew via LinkedIn, Email or Phone 604-500-2930 !!

http://cstudies.ubc.ca/social-media/index.html

http://www.linkedin.com/in/andrewcharlesjackson

http://[email protected]

Developing an Integrated Digital Media Marketing Plan (2014 UPDATE)

Business