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?
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.
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
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
Choose with your heart, the numbers will follow if the connection is the right one. Choosing an agency is like choosing the person you want to have a relationship with - there are just so many yings for a yang - but there just has to be a spark to make it work.
Your brand's DNA has to work with the DNA of the agency. The agency of your choice and the person that will be in charge of your account (account manager) should be able to understand your DNA.
The concept of your campaign should be well defined beforehand. Of course it can grow during a project, but there's nothing wrong with repeating the basic idea of your campaign during every status meeting, when you're all together. I believe it's very important that your brand can walk hand in hand with the concept. No use in saying you have balls if you have none...that's so eighties. -Nathalie Dumortier Once you have defined this concept and you're very much aware of it's concequences in brand awareness and towards it's advocates. it's time for some action!
Hang with 9 brokes, you’ll be the 10th.
I believe it's very important that your brand can walk hand in hand with the concept.
(skeletons that fall out of the closet, budget, ceo’s, perfection,etc.)Solve problems now
You’ve got to start somewhere
One thing is certain, things will keep on changing
Talk to your audience as if they where human, guess what? THEY ARE!