digital communications strategy & executions - usf digital media course
TRANSCRIPT
USFDigitalMedia.com
Instructor:
Digital MediaSession Four - Comms Strategy & Executions
Eric Ritter | @EricRitter
USFDigitalMedia.com
STRATEGY is a plan of action based on the information at hand
to obtain a goal with your LIMITED RESOURCES.
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If we did have all the resources to answer straight away, we wouldn’t
need a plan of action we could just go and do it.
Is the major barrier in awareness
SEARCH - Are people having a
hard time finding the brand?
DISCOVERY – Do enough people
know about the brand?
AWARENESS BARRIER
Is the problem in the
consideration stage?
ASSESS – Is there enough
information to help people make
the decision to buy your product?
CONSIDERATION
Is the problem post purchase?
CONNECT
Are a number of people buying the
product but not advocating it?
CONSUME
Is there lost opportunities to connect
with your consumers to make them
aware of other products?
REPEAT PURCHASE & LOYALTY BARRIERS
USFDigitalMedia.comMooney, 2012
Discovery & Access
No one had heard
of the brand yet.
The barrier is
getting people to
the discovery and
assess stage
New Brand Promotion
USFDigitalMedia.comMooney, 2012
Connect
With and
established brand
they had a loyal
customer base but
they didn’t know
about new brand
launches.
Established Brand
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MEDIA
MEDIA
The type of digital channel you use plays a very important part in the success of the campaign. Every channel has its own strengths and weaknesses and it is important to understand them both and work out what works best to help get your message out there.
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3 TYPES OF MEDIAPAID
MEDIAEARNEDMEDIA
OWNEDMEDIA
Content that is bought and
placed by the brand. This
includes Banner Ads, Social Ads,
Viral Video Seeding.
Direct connection between the
consumer and brand. This
includes Facebook
Pages, Twitter, Email Lists.
Communication that is produced by a third party that the brand
does not control.
Includes: Blogger
Outreach & Reviews.
GOOGLE ADWORDS
Google AdWords we will not
cover but this is about making
sure you capture the attention
that comes for your activity
PAID MEDIA SOLUTIONS
ONLINE SEEDING/SOCIAL ADSOnline Seeding helps to get awareness for the activity that you are creating (e.g Viral Video)
INFLUENCER OUTREACH
Influencers Outreach helps to
create content from influential
online content publishers that can
help change the perception of the
brand
LONG FORM CONTENT
Giving users all the information
EARNED MEDIA SOLUTIONS
SOCIAL PRESENCE
Probably the most popular form
of Social Media, which is creating
a presence for the brand through
Social Networks.
OWNED MEDIA SOLUTIONS
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PHASE 3WHAT IS THE CREATIVE MESSAGING?
WHAT IS THE REASON TO BELIEVE?
PHASE 2 WHAT IS THE CREATIVE MESSAGING?
WHAT IS THE REASON TO BELIEVE?
MEDIAWHAT CHANNELS WILL BE USED?
MEDIAWHAT CHANNELS WILL BE USED?
MEDIAWHAT CHANNELS WILL BE USED?
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
WHAT MEDIA CHANNELS ARE THEY USING
WHAT DO YOU WANT THEM TO DO?WHO IS THE TARGET MARKET
PHASE 1WHAT IS THE CREATIVE MESSAGING?
WHAT IS THE REASON TO BELIEVE?
COMMS FRAMEWORK
MED
IAC
REA
TIVE
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BUYING MOMENTHard-Hitting messaging: Pay after your stay
No cancellation fees
Lowest Guaranteed Rate
RESEARCHMessaging against a key benefit but incorporating the brand idea: Verified Reviews
Maps of neighbors
MEDIATV
Activation
Social
Rich Media
MEDIAStandard Banners
Mobile
EDM
MEDIARich Media
Social
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM
BOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35
AWARENESS“Why Booking Matters” messaging
COMMS FRAMEWORK
MED
IAC
REA
TIVE
USFDigitalMedia.com
BUYING MOMENTHard-Hitting messaging: Pay after your stay
No cancellation fees
Lowest Guaranteed Rate
RESEARCHMessaging against a key benefit but incorporating the brand idea: Verified Reviews
Maps of neighbors
MEDIATV
Activation
Social
Rich Media
MEDIAStandard Banners
Mobile
EDM
MEDIARich Media
Social
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSEBOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35
AWARENESS“Why Booking Matters” messaging
MED
IAC
REA
TIVE
SHOWS THE MESSAGING AT DIFFERENT STAGES
FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM
USFDigitalMedia.com
Today’s Key Takeaways:‣ The Modern Customer Journey
mirrors Paid, Earned, and Owned Media.
‣ A Comms Framework is architectural blueprint for the digital campaign.
‣ The most common phases are: Awareness, Research, Buying Moment.