Digital playbook overview

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Digital Playbook Roadmap for Campaigns

Campaigns (based on standard 30 day schedule) Required Components (mandatory for full digital support)

o Webinar (1)

o Blogs (6)

o White paper/ebook (1)

o case study (1)

o Videos (from webinar) (3)

o Emails to support webinar (workflow)

o Emails to support white paper/ebook/case study (workflow)

o Email to support videos (one offs, 1 per month for 2-3 months)

o Social promo (starts 30 days prior to webinar)

Optional/as needed

o Contributed article to publication

o White paper/ebook/case study (one of remaining two)

o Case study contributed to MSFT

o Event

o Mini campaigns (to support main campaign)

o Emails to support additional white paper/ebook/case study (workflow TBD)

o Emails to support event (workflow TBD)

o Emails to support mini campaigns (workflow TBD)

o Social promo to support mini campaigns

o Sales GTM collateral

o PPC ads

o Press Release

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Webinar Webinar: Following the Pecha Kucha presentation style, each webinar will be 25 to 30 minutes,

covering 5-6 topics within the campaign (5 slides, 5 minutes, 5 topic presentation).

“It i s important that the enti re webinar team, including key stakeholders, have input when def ining the webinar goals and executing the strategy. ”

Who: The webinar will be given by the LOB leader/team or by a LOB leader’s recommendation

(client, industry expert, partner organization), with the support of Marketing. Marketing will be

available to help script and enhance the webinar if necessary. It will be Marketing’s job to

announce the month’s campaign focus and coordinate the initial kickoff meeting to determine

topic and supporting items.

Best practices:

“A webinar i s a l ive performance, theatrical in nature, which engages and connects with an audience”.

1. Define our objectives (LOB and MKTG). What do we, as a group, want to get out of this

webinar? What do we want our audience to get out of this webinar? How can we

accomplish this in the 30 minute timeframe?

2. Define our target audience (LOB and MKTG). What do we know about the attendees?

Can we add value to them in exchange for their time? Keep in mind what we know about

them already and deliver specifically to them at their level.

a. Industry?

b. Function?

c. Level?

d. Revenue?

e. Geography?

f. Demographics?

3. Define success factors (LOB and MKTG). Why are we doing this webinar? Sales leads?

Thought leadership? Brand Awareness? Is the subject matter a must have or nice to

have? What are the goals for number of registrants? Number of Sales leads? What is the

Call to Action after the webinar?

a. Request a consultation?

b. Request a demonstration?

c. Download further information?

4. Schedule Webinar (MKTG) Pick a date and time for the webinar. Also, schedule out

agreed-upon deadlines for each component (first draft script, final review, and test-run).

5. Start the plan/scripting (LOB and MKTG)

http://en.wikipedia.org/wiki/PechaKucha

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6. Create landing page and email template (MKTG): It is important to deliver what is

promised on the landing page and the email invitation. That is why the plan/script must

be in motion prior to the landing page and email creation.

a. Write a compelling invitation that attracts: gather information about the audience

and what’s in it for them. Communicate webinar objectives, key messaging and a

CTA.

b. The single focus of the landing page should be to get visitors to submit their

information to register for the webinar. Disable Navigation other than to

Oakwood Homepage.

c. Identify and segment prospect list sources that match the audience profile.

d. Start social promo and webinar email workflow 3-4 weeks prior to webinar.

e. Adjust strategy by checking metrics daily.

7. Do a test-run and proof (LOB and MKTG): Go through every part of the webinar,

including the script, slides and technical components to ensure the webinar goes

smoothly. If we take care of the smallest details ahead of time, we’ll keep last minute fire

drills to a minimum.

8. Create “leave-behind” (MKTG): A “leave-behind” can be a simple PDF that encompasses

the key takeaways from the webinar. It should be written in brief, bulleted points that

reinforces the overall message. It should be graphically-pleasing, contain any pertinent

information that might have been verbal and not visual in the webinar. A CTA should be

included. The “leave-behind” should be sent out within 24 hours, if not the same day.

9. Host Webinar (LOB hosts – MKTG Moderator)

A webinar should be like a radio show with pictures. Engaging voices that

reach out and connect, thought-provoking conversation and storytelling

and great sound. More Webinar Presenter Tips

o Step 1: Begin with relevant content. For each slide, ask is this a

MUST HAVE or a NICE TO HAVE

o Step 2: Brainstorm slide content, identify gaps, create a flow and

breathe life into messaging. Gather a team to assess this.

o Step 3: Do a sound check, coordinate cues (if the presenter is not

controlling slide transitions), and review all slides for a final time.

o Step 4: Perform webinar live, spell check and final editing. Ensure

the flow is conversational and engaging.

o Step 5: Leave time for a Q&A if necessary

10. Send “leave-behind” (MKTG): Marketing will send a one-off email to all attendees with

a CTA (request consultation)

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(1) Kickoff meeting

(2) Schedule webinar

(3) Scripting

(4) Invitation and workflow starts

(5)test-run

(6) Create leave behind

(7) Webinar

Goals:

Marketing: An important metric to measure for just the webinar elements is the number

of attendees, CTR of workflow emails, and landing page conversion rates.

Sales: When a list member attends a webinar, he or she will be considered a MQL and

will be handed off to the Sales team.

Automation: Several email workflows will be put in place by Marketing to promote the webinar.

Various promos will be going on simultaneously to boost number of attendees and exposure.

The webinar should serve as the final action a Prospect can take and then will be considered a

MQL.

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Sample Workflow

Immediate Thank You. Save the date

Webinar Info. Date

of Webinar

Thank You.

PowerPoint Leave

Behind.

Break Up/New

Workflow

1. Webinar Sign Up Week 1: Email 1

Webinar announcement

Week 2: Email 2

Webinar Reminder

Week 3: Email 3

Webinar Reminder

Break Up/New Workflow

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Blogs

Campaign Supporting Blogs: Six (6) blogs will be produced each month to support the

designated campaign (more may be written and promoted outside of campaign). Each blog

should address the month’s campaign and spotlight topics that will be addressed in the

upcoming webinar. Standard blogs should be between 400-600 words and be search engine

optimized with specified keywords. A CTA should be included at the conclusion of the post

(most likely to sign up for the webinar). Marketing may reserve the right to make minor edits to

blog entries to ensure optimization.

Who: Blogs 1-6 will be written by the LOB executive/team and optimized by Marketing. Blogs 1-

3 will be written prior to the start of a campaign. Blogs 4-6 will be written during the first 15

days of the campaign.

Best practices:

Know thy audience: Write what they want, not what we want – creating content that

engages and converts readers to take the next step.

Keep one post to one topic: While the webinars will cover multiple related topics, each

blog post should only focus on one.

Consider a campaign: All six blogs are coordinated under one campaign, but can we

combine into an eBook? Let’s think about that when strategizing.

Craft a compelling title: Draw people in by your creativity, but keep it accurate. Keep

the title brief, specific, actionable and keyword conscious.

Not just Oakwood: If the blog resonates well enough with thought-leaders, the post

might be picked up by other blogs and media. Be open to that possibility.

Formatting counts: Add relevant images, charts, graphs or screenshots. Most people

interpret a picture better than words. If necessary, get the designer involved. Stock photo

banks may not have many images related to the topics we’ll cover.

Add a call-to-action: Depending on how targeted the reader is, she might be willing to

find out more. Include a call-to-action to give them just that – more information in

exchange for their contact info. This conversion doesn’t mean, however, they are ready

for the sales pitch. This is where Marketing’s automation plan comes in. Each blog post

should have two CTAs (depending on whether we have a sidebar CTA). One embedded

in the text and one at the bottom. The bottom CTA for blogs 1-3 should be the webinar.

Keep in mind the schedule: The blog post is supporting a campaign, but it doesn’t

mean the post won’t be read outside of those 30 days. Events and holidays are great for

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newsletter content, but it’s best to keep any timeframe out of the blog post. However,

timely industry/product news is encouraged.

Promote your post: Marketing has developed a social promo schedule for each blog

post. However, other relevant industry types might be find it relevant to hear from a LOB,

Executive, Recruiter or others. Why just promote through our own company social

network? Let’s make a plan to communicate with employees and promote social sharing

outside of Marketing Campaigns.

Strategy: Prior to campaign, Marketing and the LOB will strategize topics and titles for the

blogs. In this meeting, tasks will be delegated out with timelines. Ideally, all six blog posts will be

written with the intention of fitting into a future eBook or white paper.

Goals: The blog posts will be written to support the webinar

Automation: The first three blog posts will be promoted during the 30 day standard campaign.

12 million+ people blog via social networks

23% of Internet time is spent on blogs and social networks

Companies with a blog have 97% more inbound links than others

B2B marketers using blogs generate 67% more leads

6.7 million+ people blog via blogging sites

77% of internet users read blogs

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Social Promo Overview The social promo schedule has been designed to maximize awareness for each campaign,

specifically the downloadables and webinar. The proposed schedule can be scaled down or up

depending on conversion rates.

Hootsuite allows Marketing to upload messages weeks prior to a campaign kickoff. As the blogs,

webinar, downloadables are created, landing pages and forms will be created simultaneously

and scheduled out on our social platforms. The purpose of doing this in advance is to automate

as much as possible to dedicate time to working on the next month’s campaign. The particular

times and days chosen have been based on best practices and can be modified (to include

weekends, different times, etc.). Bitly links will be associated with each landing page and blog

post so Marketing can track effectiveness of the social promo.

Twitter 500 million tweets are sent per day

78% of Twitter’s active users are on mobile

46% of Twitter users tweet at least once in a day

B2B twitter accounts should tweet 3-5 times per day

Many studies have determined Tweets during “busy hours” (8 a.m.-7 p.m.)

receive 30 percent higher engagement than Tweets posted at other times

255 million monthly active users

1 Billion total users

Being a B2B organization, our main focus should be communicating our unique culture and

activities on Twitter. It is important to listen on Twitter as it is to broadcast. Responding to direct

engagements and questioning industry norms will be key. This will position us well in the

“Twittersphere”. By tweeting our webinars we will piggyback our own success and increase our

reach among competitors, industry thought-leaders and partners.

Enhancing Our Tweet Quality and Brand Advocacy

1. Use a mixture of curation and creation to generate enough content to Tweet several times

per day.

2. A 10-4-1 ratio is a general guideline to providing content. For every 10 Tweets with links to

third-party articles, Tweet four times with company updates or blog posts, and one link to a

target landing page.

3. Re-tweeting others is a best practice in terms of relationship-building on Twitter. If you re-

tweet others, they are likely to return the favor in the future. This grants you exposure to

their network, as your tweet will appear in their newsfeed.

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4. Keep your tweets between 120 and 130 characters. While tweets can be up to 140

characters long, keep them slightly shorter so that people can retweet and add a comment.

Twitter Schedule (Templates can be modified with correct dates each month)

Template

https://onedrive.live.com/redir?resid=225836EC9AD65DAA!241&authkey=!AJfLkbRC0JmVLOs&ithint=file%2c.xlsx

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LinkedIn

LinkedIn is a platform for our biggest brand advocates: our employees and partners. We have a

solid fan base and can utilize our existing fans to reach their professional network of potential

clients, colleagues, and friends – thus our reach broadens.

LinkedIn for Oakwood

LinkedIn is a great place to post links to rich content and industry-relevant blogs. Optimal

posting time is during office hours. Updates should be brief and professional and once or twice

per day. It is important to rotate between company updates, linked posts and images. It is not

necessary to ask for engagement (share this!) but it doesn’t hurt (every once and awhile ). – You

can only comment in LinkedIn as a user, not a Company Page.

LinkedIn users are 8x more engaged with your brand, 3x more likely to buy

your product and 2x more likely to recommend it once they’ve connected

with you in LinkedIn

More than 2 users sign-up for LinkedIn every second

LinkedIn reaches a total of 200 counties and territories geographically

41% of LinkedIn visits are via Mobile

187 million monthly active users

300 million total users

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Linkedin Schedule Template

https://onedrive.live.com/redir?resid=225836EC9AD65DAA!242&authkey=!AKrWoX7m9ocxScw&ithint=file%2c.xlsx

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Webinar Email Automated Workflow (Sent to targeted list)

Email Best Practices

Use a trustworthy & Recognizable FROM name.

Encourage a friendly reply-to-you (no [email protected]

Take advantage of preheader space: Outlook and iPhone email clients

display a snippet preview. This should be optimized like a secondary

subject line

Always consider the WIIFM factor when emailing (especially automated

campaigns)

Triggered emails have a 50% higher open rate

ROI $44.25 for every dollar spent

70% of digital marketers see email as the top medium for ROI

Email can be up to 20x more effective than other marketing outlets

62% of B2B marketers plan to increase spending for email marketing

Use a clean list of targeted opted-in recipients: targeting and segmenting

will increase CTR 3-8%

Always, always personalize: personalized emails improve CTR by 14% and

conversion rates by 10%.

Add social sharing buttons: emails with social sharing buttons have a

115% higher CTR than those that do not

68% of email users have acted on a marketing offer received by email in

the last month

78% of people view marketing emails in the same inbox as their personal

email

Highest click-through and open rates happen on Tuesday, Wednesday

and Thursday and between 8-9 am & 3-4 pm

mailto:[email protected]

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Campaign Webinar Automated Workflow (Sent to targeted list)

Immediate

Thank You. Save

the date

Webinar Info.

Date of Webinar

Thank You.

PowerPoint

Leave Behind.

Break Up/New

Workflow

1. Webinar Sign Up Week 1: Email 1

Webinar announcement

Week 2: Email 2

Webinar

Reminder

Week 3: Email 3

Webinar

Reminder

Break Up/New

Workflow

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Campaign Specific Downloadable Automated Workflow (Sent to targeted list - excluding webinar attendees)

Immediate Thank you

for downloading.

Perhaps you’re

interested in a Webinar?

Webinar

Reminder?

Break Up

Immediate

Thank You. Save

the date

Webinar Info.

Date of Webinar

Thank You.

PowerPoint

Leave Behind.

Break Up/New

Workflow

1. Webinar Sign Up

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Campaign Flowchart (proposed)

Digital playbook overview

Business

Transcript of Digital playbook overview