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7. People say these things because they are very passionate about it and have such a strong belief that it will just fly 8. The other things that people can say when their product is going live 9. Scenario 1 won’t work but there are exceptions. When the content features cats it can be successful in scenario 1. People can still be very unlucky with scenario 2 10. The planning should be at the point when the product is conceived. Not just right at the end. If you set realistic KPIs right from the start the process will be better. 11. A key part of planning is getting the attention of new audiences. You have to decide which channels you use. You can make judgments quickly on the suitability of what you should use 12. Owned: This model makes you look at what channels you can use. These are the channels you have easy access to. It is often a mistake to take too much from these channels. 13. Borrowed: In a way this has been added in to account for Social Media. Borrowed: In a way this has been added in to account for social media. 14. Earned: Attracting new audiences. Influencers: work you do with bloggers/online influencers. Celebrities can be very important when spreading a message. It’s really good to have a blagger on your team. Some people would say that staff are owned, not earned. Staff are a good channel, what kind of influence can they have? 15. Paid: It is important not to underestimate the value of paid media when trying to access new audiences. There are various different ad formats. There are a lot of options in this field. Ben: paid should really only be used to promote a product for the audience. Paid should not be an excuse for sloppy content 16. Once you have identified your channels you are on your way. The point between A&B is great time to discuss the channels and get people together to work as a team and maximise value. 17. Realistically every campaign and product is completely different. There may be times where you have more money so can do ‘earned’ side, or you may have less money and want to use it all in ‘paid’. Ben recommends starting with what you think you need to achieve success with a product. If you have a great product it is worth the effort. 18. KPIs: Ben thinks that by setting KPIs at the start you manage expectations. It can be painful but hopefully it will lead to more investment. It can be quite tricky to get people on board; to get money etc. 20. Survival tips: KPIs can be really important as part of the validation process of the product. It is important for us to know that the product is relevant and will work. Owned and borrowed channels are usually facilitated. You may need to resource them more. Fight for promotional spend. Before your content is out there you don’t know how people are going to react to it. Failure is only failure if you don’t learn something. 21. It takes time and repetition. It's worth persevering. Try and build it into as many projects as possible.
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If you build it, will they come?Engaging new audiences
Someone had an amazing idea...
You’ve spent months bringing a digital product to life...
It’s ready to go live. Your organisation is watching...
Will your audience find it?
It kind of depends what planning you’ve done...
Scenario 1 “It’ll go viral!”
“We’ll whack it on the home page”
“We don’t need budget to promote it, it’s a winner!”
“This audience just knows how to find great content”
“My best friend’s brother knows Kerry Katona. We’ll get her to tweet about it.”
“It’s so good people are bound to find it.”
Scenario 2
“We’ve educated key influencers about the project in good time.”
“We’ve got a contingency plan.”
“We’ve researched our audience and know where they are both on and offline.”
“We’ve got a pot of money for paid promotion.”
“We’ve managed expectations by setting realistic KPIs.”
*Unless you’re very jammy
Scenario 2
YES**Unless you’re very unlucky
NO*Scenario 1
Success will normally come with planning and setting realistic KPIs.
If you build it, will they come?
Owned Earned
PaidBorrowed
CampaignNirvana
If you build it, will they come?
Owned
Owned
Websites
Physical Locations
Blogs
SEO
Key page presence
Planned campaign based on segmented data
New data?
POS
Promotional material
If you build it, will they come?
Borrowed
Borrowed
Central Social Media
Regional / Local Social Media
If you build it, will they come?
Earned
Earned
Staff
Targeted press / media coverage
Influencers
Anything else you can blag!
online
offline
bloggers
celebs
If you build it, will they come?
Paid
Paid
Social
Re-marketing
Search
Traditional / offline
Display
Once you identify your channels, it’s as simple ‘cough’ as getting from A to B
A B
If you build it, will they come?
Every campaign is unique. Planning helps to identify the appropriate channel mix for both the product and the audience
If you build it, will they come?
Owned
Earned
PaidBorrowed
Owned Earned
Paid
Borrowed
Setting realistic KPIs at the start of a project can keep expectations under control, build trust and lead to more investment in the future.
But it’s never easy...
If you build it, will they come?
Top survival tips
● Set KPIs when any new digital product is conceived
● Be honest with yourself and others about the effectiveness of your
owned and borrowed channels
● Fight the good fight to secure some promotional spend
● Be willing to test and learn - fail harder
If you build it, will they come?
● All this takes time and repetition.
● Build it into as many projects as you can.
● Work with as many teams as you can to explain the process. It will
help!
NATIONAL TRUST TV AD
Their campaign architecture
If you build it, will they come?
Owned
Earned
Paid
Borrowed
Remember, all of this comes with a one big…
...very big...
...enormous caveat.
Your product and content must be right for the audience in the first place.
