Developing an Integrated Digital Media Marketing Plan (2014 UPDATE)

Developing an Integrated
Digital Media Marketing Plan
By Andrew Charles Jackson!
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Digital Media Specialist in Vancouver, Canada!
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Email: andrewcharlesjackson@gmail.com !
Phone: 604-500-2930!
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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.

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.
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Strategy Key Point 1 - The POEM Framework!
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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).
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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.
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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.

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.

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

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Tactical Key Point - Ongoing Versus Campaigns!
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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.
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Activities can either be ongoing or campaign-based.
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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.
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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.
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12E. 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
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Now you need to track your quantitative and qualitative metrics:
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• Quantitative measures the quantity of something e.g. sales, new leads, new
subscribers, increase in shared posts from Facebook page or retweets on
Twitter
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• Qualitative measures the quality of something e.g. satisfaction, loyalty,
authority, interaction and feedback
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Keep an eye out for KPIs (key performance indicators) and important metrics
changing on a daily basis
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Conduct a weekly or monthly audit for the rest of your metrics
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*“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
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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)
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*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
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Matt McGhee offers the following additional tips on creating content in his blog article ’12 Tips on Creating Content for Social Media’
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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
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Some ideas for (mainly text) content from
Ron Jones’ article
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•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? !
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#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.
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#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.
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#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.
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#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.
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#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.
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#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.
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G. Develop Content Strategy*
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Tips for Creating Video Content from ‘How to
Integrate Video into Social Media Marketing’
by Social Media Examiner’s Mari Smith
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1. Develop Screencasts with the following
tools:
-Screenflow (Mac) –TechSmith -Jing Project
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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
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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)

Developing Viral Content!
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Most viral content pieces tend to be one of the following four categories:
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1.Very helpful/practical
2.Unique/amazing/spectacular
3.Funny
4.Controversial
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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.
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Developing Trust With Social Media !
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Greg Ferenstein argues that because in the digital world you cannot observe body
language or intonation, this heightens the importance of other factors:
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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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Two 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.

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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?

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?

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

I. Find Influential Advocates
While 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.
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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).
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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.
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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

Good 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.
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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.
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Inﬂuencer/
Advocate
Where Inﬂuential? e.g.
Twitter, blog
Expertise/Industry/
Organization
Notes! Engagement Strategy & Timeline
(Notes)
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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

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

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SOCIAL MEDIA Metrics Metric Goal Audit 5 Audit 6 Audit 7

34K. Search Engine Optimization – How People Find Your Website
SEO 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).
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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.
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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.

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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
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
CPM
CPC
Facebook Ads
LinkedIn Ads
Twitter Ads
Google Display
Network
Google Search
Network
Google Video Ads
Total Cost
Online Advertising Monthly Review – Date (If Applicable)