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