Download - Integrated digital
Creating the right mix
Key questions to answer
• What are our objectives for this campaign – formal and informal?
• Who do we need to reach to help deliver against those objectives?
• What are the best routes for reaching them?
• Digital execution – what is the risk and reward in this context?
When social media goes wrong
“Public believe we should help people get off
benefits”
“Get tough on benefits
scroungers demand public”
“About time – let’s sort out
the gays next”
Well meaning charity campaign
Well meaning blogger with agenda
Well meaning blogger with agenda
Member of the public
The pitfalls of isolated execution
Creating an integrated approach
• Know your audience
• Getting tone of voice right
• Encouraging planning as a route to freedom and choice
• Picking off the lowest hanging fruit
• Finding the right influencers
• Matching products and services against audience segments
Creating an integrated approach
Do we know who our audience is?
What are the barriers?
What are the incentives / motivators?
Who is already doing this and how are they doing it?
Are we capable?
What will success look like?
Be ruthlessAbility to act
Willing to act Add text
High
Low
Low
Low potential and unwilling
High potential and willing
Using the right channels
Those you own, those you share, those you don’t
Those you like, those you hate, those you don’t understand
Any questions?
Contact Peter:
0207 403 2230
Peter [@] forster.co.uk