Best Practices for Online Campaigns

by Michael Hubbard on September 17, 2009

in Media

So yesterday I had the pleasure of moderating a panel discussion on integrating interactive elements of campaigns with traditional marketing as well as online elements such as Social Media, Video, Search and more. The Triangle Interactive Marketing Association invited Christin Prince from McKinney, Michelle Marshall from Mullen and Tyler Kelly from Centro to share their experiences. As I opened with at the event, I of course, invited myself to moderate by way of my twitter whines.

The biggest take aways I had from the day are listed below – but forgive me, my note taking was not very good as I was constantly reading the questions coming in, so I welcome everyone else’s input:

  • Completing a well planned, well thought out, fully integrated campaign takes a minimum of 6 months lead time to establish benchmarks, make sure production is properly done (ie – shoot YouTube footage same time you’re shooting TV footage), and more.
  • Search is the center of all campaigns and should not be kept in a silo. The current agencies that specialize in search only are going to have to do a better job evolving or they’ll be passed by as it’s now very clear that outside forces lead people to search so no one agency can just claim all of the victories that come from an SEM campaign.
  • The panel felt that Media dictated the overall campaign strategy… Although I did not object yesterday, we need to remember that the people speaking were all on the media side of things, and I typically believe that this is a joint lead between media and design.
  • Social media needs to be both reactionary and proactive – it can’t be just one or the other, and traditional media needs to start taking some cues from the real-time interaction that social media provides.
  • Radian6 was an overwhelming favorite of the group for social media monitoring tools.
  • Agencies are pushing their clients to spend 15 to 25% of their media budgets on interactive – but those lines are blurring as to what is considered interactive.

And of course, we ended with the usual agency talk that agencies always (think they) know more than clients, and no agency has made a mistake (that they’ll admit to openly) in social media yet (helps that there are few guidelines and benchmarks yet in social!). Please let me know if I missed anything – or what facts/stats caught your eye?

{ 6 comments… read them below or add one }

Laura St. Onge September 17, 2009 at 1:10 pm

In media dictating the overall campaign strategy, I think it really all begins with the client. Is their objective to have powerful creative out there for the whole world to see and associate with them and their brand? Or are they just looking for the right message to be in front of the right audience? It all depends on client overall goals.

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Morgan Siem September 17, 2009 at 1:27 pm

The biggest take-away for me was that launching social media without a strategy is a doomed effort. Before jumping on the bandwagon, lay out the following:

-What is the client trying to accomplish with social? What are their objectives?
-Who is their target audience?
-Why would their audience members want to “friend” or “follow” them? Incentive…
-What are the measurable goals for the social media campaign?
-How will the social media efforts be integrated with the overall media campaign?

Just because social media is a fast-paced medium, doesn’t mean you should rush into it.

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Nick DiPietro September 17, 2009 at 1:34 pm

I think all panelists stressed or agreed upon the need for an integrated media mix. But not just for the sake of diversification, but to understand how each piece of the marketing mix works synergistically towards the end goal or objective. Another takeaway, specifically about social media, don’t do just to do it. Social media is part of the marketing mix and should be approached with specific goals in mind and conscious of the conversion they (marketers) are joining.

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Nick DiPietro September 17, 2009 at 1:37 pm

Correction ‘conversion’ should read ‘conversation’ in my previous post. Sorry I’m in search, it’s all I think about.

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Ellie September 17, 2009 at 2:52 pm

I’m sorry I missed it!

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David Dekker david dekker September 29, 2009 at 9:01 pm

Yes, I like bullet point number 3. I give 4 pumpkins. (design)

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