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PESO model visual communication planning cards and workflow
- 1. 44 CARDS TO INSPIRE YOUR TEAM & KEEP YOU ON TRACK
- 2. Conceive integrated and goal-oriented comms campaigns Involve teams in active and visual brainstorms to get buy-in Paid Owned Shared Earned Goal Landing page Video Infographic Twitter Youtube Slideshare deck Interview Guest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story Title Title Title Title Title Title Title
- 3. Landing page VideoInfographic Twitter Youtube Slideshare deck InterviewGuest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story BACKLOG NEXT DOING FEEDBACK DONE Amanda Fred Kim Alex Rachel Track progress with a visual overview
- 4. Break out of traditional media silos with the PESO model
- 5. PAID MEDIA Pay per click ad Sponsorship Sponsored social Retargeting ad Brand ambassador Print ad Outdoor ad Email marketingSponsored web link
- 6. Newsjacking Interview Bylined articleInfluencer pitching Guest postMedia tour Internal seedingLink building Media pitching Blogger event EARNED MEDIA Speaking opportunity
- 7. SHARED MEDIA Live stream PodcastVideoInfographic Webcast Visual harvesting Twitter Facebook Linkedin Snapchat Youtube Slideshare deck
- 8. OWNED MEDIA Lead nurturing E-bookWhitepaperExpert content Blog post Influencer roundup NewsletterFlyer or brochure Employee storyCustomer story Conference Landing page
- 9. What you need Varied team Whiteboard Post-its Index cards PESO kit cards Timer
- 10. Prepare your whiteboard Draw the PESO circles. Add your goal. P O S E Goal
- 11. Brainstorm tips Work separately and in silence. Write your ideas down on small index cards. One idea per card. Timebox idea generation to 3-10 minute sprints. Avoid judgement. Build on other ideas. “Yes, and..” Expert content Blog post
- 12. Start with OWNED MEDIA It’s the easiest because you have the most control there. Also, it’s probably the channel closest to conversion. Come up with several ideas for each card. Expert content Blog post
- 13. Evaluate Group similar ideas. Avoid lengthy discussions. Vote on the ideas in silence by ‘dot voting’. Expert content Blog post Influencer roundup Employee story Landing page
- 14. P O S E Goal Pick ideas Hang the peso cards on the whiteboard. They are magnetic. Add post-its with titles of the ideas where necessary. Expert content Blog post Employee story Landing page Title Title Title
- 15. P O S E Goal Repeat Brainstorm Earned, Shared, and Paid media Landing page Video Infographic Twitter Youtube Slideshare deck Interview Guest post Link building Media pitching Speaking opportunity Expert content Blog post Employee story Title Title Title Title Title Title Title Sponsored social Retargeting ad
- 16. Connect Draw lines between the cards to visualize links and call-to- actions Happy with the model? Capture it. Take pictures and get ready to turn it into a todo list. P O S E Goal Landing page Video Infographic Twitter Youtube Slideshare deck Interview Guest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story Title Title Title Title Title Title Title
- 17. Turn into a KANBAN board Landing page VideoInfographic Twitter Youtube Slideshare deck InterviewGuest post Link building Media pitching Speaking opportunity Sponsored social Retargeting ad Expert content Blog post Employee story BACKLOG NEXT DOING FEEDBACK DONE Amanda Fred Kim Alex Rachel
- 18. Get your PESO kit
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