Here’s an overview I used to develop a strategy for a client last year. It was adapted to work for online marketing as a whole, and I’m pretty sure is a slimmed-down version of a template originally from Econsultancy.
These are the questions you need to be able to answer, and many require significant work and seperate documentation to answer fully.
These are the main headings;
- Understanding Your Objectives
- Campaign Strategy
- Listening & Monitoring
- Responding & Engaging
- Campaign Delivery & Workflow
And in more detail…
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These questions precede the detail. You may already have an idea of what specific features / marketing activities you require, but the most important thing is to understand how you have arrived at these decisions. Without the foundation of a solid and coherent business strategy, many projects run into difficulties – goal posts move, budgets go over, relationships break down, projects just… fail. If you’re not able or prepared to answer the following key questions, the first step is always to understand why.
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If you’ve read Clay Shirky’s book Here Comes Everybody you will be aware of the concept of Promise, Tool, Bargain – that is, the mix of social and technological factors that combine to determine the success of ’social tools’. While there is no right or wrong recipe that works for all (otherwise we’d all be doing it!) this is a powerful way of considering the more subtle dynamics at play and understanding why they do or don’t work.
To explain how they work I have retrospectively applied the Promise, Tool, Bargain principles to the recent Vote for Policies website, which spread rapidly and almost entirely via the social web during its short, 6-week pre-election life. You can apply these ideas to other projects or social tools along the way.
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I’m very pleased to say that the new Vote for Polices website has taken off well in it’s first week. This is a personal project on which I’m proud to be working with Makito Labs, who embraced the idea very enthusiastically and delivered it with even more skill. The result is that the socialmedia-sphere has been able to really run with it, leading to 5,000 surveys being completed in the first 4 days.
The idea behind the site is to help voters find out which political party they identify with. The concept of focusing on policies is not a new one, but the idea for the site came about because it is so difficult to do so. Selecting the policies ‘blind’ – without knowing which party they belong to – is what ensures all bias is removed, and the results can be pretty surprising. So much so that the current share of votes is dramatically different to the share of seats in parliament…
The interactive graphs and general user focus means that the whole experience is actually lots of…well… fun! Not something you would necessarily expect where politics is concerned (for which Simon and Alistair at Makito Labs should take another bow).
Why not find out which party you really support – http://voteforpolicies.org.uk
Ahh, the memories… Here’s something I wrote a few years ago to help a couple of ‘non-digital’ agencies I was working with. Rather than being anything to do with project management, it’s more of a checklist for client services and designers so they knew what to look for and which questions to ask when receiving a digital brief. It’s quite funny reading it now, but a few recent conversations suggest it could still be useful!
If social media offers a great opportunity for businesses, how come it’s still so difficult to explain it what it is? The answer is context. The best results come from taking the time to learn what clients currently understand social media to be first, then build up their understanding in the context of what they already think.
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I’m pleased to be helping Horwath Clark Whitehill market their specialist tax services division via the web, with particular focus on the UK government’s New Disclosure Opportunity, for which they are offering a free confidential helpline on 020 7842 7200 for any companies or individuals who may have underpaid tax. Along with search engine expert Chris Byrne we’re running PPC campaigns underpinned with an ongoing SEO and social media strategy.
For many of you the term ‘social media’ will suggest nothing more than bad grammar and adolescent warblings about the latest Xbox games. I completely understand. Others among you may have considered its relevance to some businesses – mainly high volume B2C markets – but not to your professional services firm. You’re not alone. And yet, despite these doubts, you also have a slight nagging feeling that behind all that hyperbole and hysteria there might just be something in it. The good news is you’re right. And this article is for you.
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We use the PRINCE2 method to manage and control projects. This post aims to show the reasons why we use Prince2 and demonstrate the top five ways in which PRINCE2 has helped us as a team working in different locations.
PRINCE2, for those that don’t know, is a structured method for running projects that aims to guide each project in a controlled and well managed way. There are a number of reasons why we have stuck to using PRINCE2 rather than other methodologies but here I will show the top 5.
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Source: nma.co.uk | Author: Kristian Towell | Published: 30.10.08
Over 14.5m UK internet users visited a blog in August, accounting for 41% of the country’s total internet audience, according to research from ComScore.
Google’s Blogger.com is the most popular blogging destination in the UK attracting almost twice as many visitors as its nearest rival, WordPress, with 9m total unique visitors compared to the latter’s 4.8m.
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