how to integrate digital in a traditionnal campaign?
TRANSCRIPT
How to integrate digital in a traditionnal campaign?
Let’s talk about digital
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It’s not for everyone
This is a presentation on how to integrate digital in a traditionnal
campaign. If your objectives doesn’t have things like « create a
conversation », « engage the consumer » or « create awareness »,
you have the right to not think about digital for your campaign.
Seriously, I don’t see why an ad should not have a digital counterpart
in 2014, but let’s just say there could be some exceptions.
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Digital is more than a
big box ad
You do not integrate a TV ad into digital simply by creating a big box
ad of a still of the TV ad.
Digital is about interacting with the consumer, it’s about making him
engage with your brand and it’s about selling your product.
I’m speaking digital as a whole, sometimes (often) it’s about social
media, others it’s about a website. The important part is about how
ALL this will be linked together.
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Digital is more than a
Facebook post
You may think that people will love seeing an image of your ad on
their Facebook newsfeed, will relate to your TV ad and will
establish a connection with your brand.
It’s more than that, way more.
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Digital is a big and
connected ecosystem
First, let’s get this off my
chest :
it’s more than putting an
hashtag
8An hashtag in a TV ad iscool
a
9
But it’s how you will
follow up online
a
10« Yeah, just put an hashtagon it and people will tweet! »
a
11« A cool stunt where people will
share their photos online » »
a
12Or not
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What can we learn
about the hashtag?
Choose an hashtag that is not already used if you want it to be yours.
Specially, don’t choose a common word for an hashtag if you want
people to link the hashtag to your brand.
Don’t think an hashtag will do the work for yourself. It’s all about how
you use it.
Don’t put an hashtag just because you want it to be social, it won’t
work.
It’s also more than
putting a logo
15Including only social media logos
16Yeah, people will follow youbecause you have the Facebook and Twitter logos
Why shouldn’t they? They have everything they need to : a Facebook logo and your
brand.
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What can we learn
from « this »?
What do you want the user to do with only a logo of a social network?
Congrats, you are one of the billion brands on social media.
The same goes for your website. It’s not enough to have an URL of
your website, if people were interested in you, they don’t need the
URL, they will Google it.
One of the main
important point : Having
the right call to action
19A cool hashtag without a clear call to action
20Also means no follow-up
a
21Have a simple calls to action
Hashtag
appears
during the ad
Call to action
to website
22With a follow up on websitewith the detailed process
a
23Another good YoutubeIntegration with lots of call to action
For more infos
on the products
To see the other
ads
To convert the
user into a
subscriber
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What can we learn
about the call to
action?The call to action must be clear, else people won’t do anything after
watching your ad. If you tell the users what he needs to do exactly,
there will be more chances that he will do it.
You don’t have to tell the whole process of the user in the TV ads,
continue the conversation online
Paid media may be
needed
26A super cute video with an emotional hashtag
a
27People naturaly talk about it
a
28All this got help from paidmedia
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What we can learn
about coherence?
There is (almost) never enough paid media to back up an ad, it only
helps the message to spread. Use paid media where you want the
people to interact. This also means offline media in some case.
Don’t forget this oldie.
Millions of people can see it on TV, but if it’s not on social media
after, the conversation won’t continue.
It helps to use it for
more than one campaign
31Funny shareable videosbacking the campaign
32More than just the TV ad
a
33People interact and askquestions using the hashtag
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What can we learn
about continuity?
It helps to always use the same plateform to make the consumer
think about the product, especially on social media where they can
interact with the campaign.
People will get used to use your hashtag/campaign not only to
describe your TV ad, but interact around your product.
Linking everything
together
36Share the same message on multiple networks
37Lots of videos, all for the benefit of selling the products
You can get a free coupon on their website for 50% off. This call to action is
also on all videos.
38It helps to post the « same » message on all social networksTumblr Twitter Faceboo
k
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What we can learn
about consistency ?
It’s important to have lots of content ready for the campaign or be
able to create content easily during the campaign.
Use all social networks to spread the same message, but adapted to
each social networks characteristic.
Lay’s very good example
of everything
41How to get a lot of people attention to participate in your contest
42
A « viral » video
43A vine for each flavor
a
44Lots of tweets
a
45A Youtube video to promoteeach flavor
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What can we learn
about complementary
? A campaign has to live on every social network your fans are and you
need to have a different plan for each network.
You need to think beforehand where you want your campaign to live
to be sure to have enough material available.
How to create a
successful integrated
marketing campaign
48The 4C of integratedcampaigns
Coherence – different communications are logically connected?
Consistency – multiple messages support and reinforce, and are not contradictory?
Continuity – communications are connected and consistent through time?
Complementary – synergistic, or the sum of the parts is greater than the whole?
493 simple ways to do it
Give fans something to interact with.
Engage fans with content related to your campaign.
Continue the conversation after the campaign.
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Always keep those in
mind.
Have a clear understanding of where you target audience is.
Have a consistent look.
Have a consistent message.
Have a lot of content ready beforehand.
Have a clear call to action for the user.
Have analytics in place to measure and adapt in « realtime ».
Thank you