Define the Communication Goal

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By Matt Clark

From the Marketing & Online Community Conference –

John Bell of Ogilvy heads up the 360 Digital Influence team at Ogilvy PR. John is an innovator in digital marketing and has a blog called The Digital Influence Mapping Project. At the conference he joined Warner Bros. Records in the session Anatomy of an Integrated Campaign. Besides walking us through his Sleep Number and Snap-On campaigns, John pointed out that different communication goals needed different tactics. This is not news to the PR world. However, with Digital Marketing and social media being so new, practitioners are not always sure what to do.

There are five types of communication goals: Awareness; Evaluation; Engagement; Conversation and Loyalty. I won’t be giving away all of John’s tactics (you can visit his blog for those) but here are a few of his thoughts.

Make people aware of a brand, product or issue – viral videos, games, head-of tail blog outreach, SEO plus.

Get people involved through spending time and interactions – brand Web sties, contests, blogs

Convert people to promoters & loyal customers – Fan activation centers and communities.