Category Archives: Frameworks

digital marketing strategy playbook PDPics Eileen Brown Amastra

How to create a digital marketing playbook

The term ‘playbook’ might not be familiar to workers in the UK, but you work at a global company you will probably have heard of the term.

It comes from the world of sport, where a notebook containing descriptions and diagrams of the ‘plays’ of American football teams are used as a set of tactics to gain competitive advantage. Therefore, the term seems very appropriate in marketing. After all you are trying to get ahead of the competition during your campaigns.

Playbooks are used so that all marketers are aware of the goals of the campaign and to reach your objectives for the target audience. Frameworks will help you to plan and execute the marketing campaign for the best results, and learn from best practices.

It is important to create a playbook for your organization. If a campaign goes wrong, you will to access this information – fast. Ideally the playbook will be wiki or other online collaborations software that can be updated as marketplace changes occur. Planning an effective recovery plan, should the worst happens, should be one of the cornerstones of any plan.

High-level goals for your playbook should be:

  • To clearly detail strategy and planning guidance for marketing campaigns
  • To provide industry-specific best practices for digital marketers
  • To provide a comprehensive framework for delivery of marketing campaigns and strategies.
  • To provide frameworks for measurement and optimisation of campaigns#

To create your strategy you need to have a structured approach. You need to know who you are going to target, why you are targeting them, how you will carry out your plan and what technology you will use during the campaign.

Who – the audience. Marketers need to define and segment their audience so that a marketing campaign can be as effective as possible. They need to identify where the audience already engages online and how they prefer to communicate.  The goal of the marketer is to deliver content to inform, post enough interesting and engaging content to encourage engagement, and develop a suitable influencer program to reward and encourage the lovers of the brand.

Marketers need to create personas for the types of people they will target. Not everyone has the same shopping habits as you, so marketing to one type of buying behaviour will not appeal to others with a different approach to purchasing.

Marketers need to analyse how their audience interacts online to determine the best way to connect with them. They also need to find a way to identify influencers in their audience who will spread their message for them. Most importantly, the audience you intend to attract should be at the centre of your marketing campaign.

Why – your marketing objectives. Understanding your audience is vital to the success of the online campaign, but the campaign must be carefully crafted too. Marketers should align their campaigns to the overall goals of the business.  Having a clear objective should enable the marketer to identify exactly when that objective is reached.

How – the joined up approach. A good marketing campaign spans different online channels and optimised as the campaign progresses. The channels could encompass traditional channels such as TV and radio, online channels such as video, or blogs, and embedding a social element, such as a hashtag or search term that the audience could use.

What – choosing the correct tool. In all campaigns, marketers must note that there is not one prescribed formula for success. As digital technologies and social platforms evolve, so must the marketing campaign. Whether that is chatbot technology, AI, voice, or robots, the campaign must be adjusted to best engage the customer.

The playbook should also go onto detail on how you plan to carry out the strategy. For this, you will need a set of frameworks, methodologies and worksheets to organise your tactical approach and deliver your execution plan.

In the next post, we will talk about creating your digital strategy and setting goals…


8 ways to spot the social media snake oil salesmen



Everyone is a social media expert right?  I mean social media is so pervasive that everyone must know about it?


There are lots of companies just starting in social media and wanting to take their first steps – their first correct steps online.  They need help to get it right.

Unfortunately, there are lots of people who claim to be experts in social media.

They are advising companies on social media implementation without implementing a strategy or a plan.  They don’t have any ROI examples and they don’t have the depth or the breadth of experience to be able to offer balanced advice across the channels.

They don’t even have a plan implemented for their own company…

If you’re looking to hire a social media consultant to help you with your community implementation or social business strategy, there are some things that you can watch for when you’re looking around for a good consultant.

Be wary of anyone that is keen to push you towards one solution such as Facebook for your business.  Facebook is not right for every business, nor is Twitter. Make sure you talk through ALL of the possible choices with someone who knows the features and benefits of each

Watch out for over promotion.  Snake oilers are keen to promote their services over everyone else’s.  Watch what they write about.  If their blog is full of self promotion and self congratulatory posts, avoid them.  If their Twitter feed exhorts you to retweet them all the time, or like their Facebook pages, they are just trying to make themselves look good to other customers.

Look for longevity.  How long have they been working with social media?  Have they got years of experience across different platforms or are they new to the game – and only one step ahead of you? For example, Twitter has been around since 2006 and got popular at SxSW (South by SouthWest conference) in early 2007.  Enthusiasts and early adopters of the technology should have been on Twitter for at least a couple of years.  If you want to find out how long someone has been on Twitter use a tool such as When did you join Twitter to check them out

Personal disclosure.  Social media experts know how much personal and business information to share in their updates.  Whilst talking about business constantly can put people off, so can sharing too much information.  It might be ok for friends to hear their deepest secrets, but it doesn’t look good to businesses looking to hire consultants

Twitter follower / following count.  Lots of Twitter accounts automatically follow back, so some snake oilers follow these accounts to increase their follower count.  Be wary of people who follow thousands of users in the hope of getting a follow back.  The overhead of tracking thousands of followers means that quality engagement can not happen.   I know that tools such as Tweetdeck and Hootsuite can sort followers into lists, but the rest of accounts followed will be ignored

Tools and channels.  Blogs, wikis and forums are equally valid social channels for social engagement.  Your business might thrive with forum based implementation.  Make sure your social media specialist can talk through all of the different forum, wiki and blog options including in-house implementations and proprietary solutions.  Remember, it’s not just about WordPress and Joomla…

Engagement models.  Your snake oiler should be able to discuss engagement best practices, frameworks and crisis plans.  They should also be able to give practical examples of companies in similar to your industry.

Are they ‘walking the walk’?  Is their blog up to date with practical, considered credible posts?  Do they engage with their customers?  Are they practicing what they preach?  Do they understand legal, IP and data protection issues, and more importantly – how to solve them?

Remember – you are the customer.  you don’t have to hire someone when you’re not sure about their experience or credentials.  Ask them why they are proposing this type of solution for you.  Ask for examples, ask for ROI proof.  Check them out, ask others about their credibility.

Look for history.  Look for evidence. Suss out the snake oil salesmen and become more savvy with your social business hiring.

You can then relax and know that you’re in good, safe, social hands…


Image credit: Tim & Selena Middleton

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Creating your Engagement framework

I’ve been talking to a client today about engagement. They want to connect with customers – and they also want to define a structured way of dealing with objection handling, positive comments and criticism.  They’re trying to re-invent the wheel and are spending a lot of hours doing so.

The great thing about social media is that by its very nature, frameworks are created and shared as a positive example of best practice sharing.  Here’s something I’ve found on David’s blog which is how the US Air Force responds to web postings (see original version on wikipedia and the amended V2 larger version here):


If you hate graphics and prefer bullet points to work through, here’s my version from social media workshops I run which includes some different considerations.


With either framework, you should aim to come up with a flow chart of your own, pertaining to your specific business and your product / service / support requirements.  Not every framework should be identical but adjusted and amended to fit your business. Putting this into a flow chart, and training your team so that they know which response to use in each situation will prove invaluable if a customer rants about your product on his blog / website / twitter  stream etc.  Having structure in place, will enable the team to effectively showcase successes, deal with negative perception and quell issues before they arise.

Where’s your framework? Smile