Developing integrated engagement calendars, five simple steps

1. Developing integrated
engagement calendars
@MariamCook

2. 1. Develop
5. Measure
engagement
and refine
themes
4. Create colour-
2. Ideas
coded integrated
generation
calendar
3. Cross-
channel
ideas
refinement

3. Market
Brand
(PESTLE*)
Business / People
product or (search and
service social insights)
1. Develop
engagement
themes
*PESTLE stands for the marketing mix – Political, economic, social, technological, legal and
environmental considerations

4. Make-up
Poetry Education
1. What’s an
engagement
theme? E.g.
Healthy
Cycling
eating
Fundraising

5. 1. Develop
5. Measure
engagement
and refine
themes
4. Create colour-
2. Ideas
coded integrated
generation
calendar
3. Cross-
channel
ideas
refinement

6. ASK BORROW FROM OTHER HOST EVENT STALL
CUSTOMERS INDUSTRIES COLLECTING
INSPIRATION
RUN COMPETITIONS ASKING ASK VIA TWITTER
FOR IDEAS INTERNALLY & HASHTAG
EXTERNALLY CHECK OUT
ONLINE COMPETITORS
SURVEY
CONSIDER WHAT’S
USE SERVICE LIKE CROWDTAP TO ALREADY WORKING
GET TARGET MARKET TO
INTERACT WITH PRODUCT AND
GENERATE LIVE FEEDBACK START AN ONLINE
DICUSSION ASKING FOR
BRAINS FEEDBACK
TORM HOLD A
WORKSHOP LISTEN TO
USERS AND
FANS
2. HOW CAN WE
GENERATE IDEAS?

7. 1. Develop
5. Measure
engagement
and refine
themes
4. Create colour-
2. Ideas
coded integrated
generation
calendar
3. Cross-
channel
ideas
refinement

8. Ideas
Channels
(e.g. PR,
Facebook,
Pinterest,
PPC, owned
blog)
3. Cross-channel ideas
refinement

9. 1. Develop
5. Measure
engagement
and refine
themes
4. Create colour-
2. Ideas
coded integrated
generation
calendar
3. Cross-
channel
ideas
refinement

10. 4. Create theme colour-coded integrated calendar
MON TUE WED THUR FRI SAT SUN
AD
Lorem ipsizzle Lorem ipsizzle Break it down
dolizzle sit dolizzle sit aliquizzle sizzle
amet, crazy amet, crazy sizzle check out
piscing elit. piscing elit. this go to hizzle.
Lorem ipsizzle
dolizzle sit
amet, crazy
Break it down piscing elit. Break it down
aliquizzle sizzle aliquizzle sizzle
sizzle check out @ sizzle check out
this go to hizzle. this go to hizzle.
Lorem ipsizzle Lorem ipsizzle
dolizzle sit TV dolizzle sit
amet, crazy amet, crazy
piscing elit. piscing elit.
Un-themed, unstructured engagement

11. 1. Develop
5. Measure
engagement
and refine
themes
4. Create colour-
2. Ideas
coded integrated
generation
calendar
3. Cross-
channel
ideas
refinement

12. AWARENESS
LOYALTY CONSIDERATION
5. MEASURE
& REFINE
SATISFACTION VISIT
PURCHASE INTERACTION