1. Acknowledgements

2. Learning objectives
understand the stages of the campaign planning cycle
translate your strategic goals into SMART campaign objectives
estimate, budget and use evidence-based decision-making processes to select and evaluate the performance of your digital marketing actions
communicate and document your project management processes using Gantt charts
apply appropriate risk management techniques

3. The importance of planning
successful digital and social media marketing campaigns do not just happen
result of good campaign project management
are related to digital&social media strategy implementation
failing to plan is planning to fail

4. The role of marketing across organisation
understanding digital marketing campaign project management and its key planning tools and stages, offers insight into repeatable success patterns, which can be recreated and integrated into an organisation’s culture

5. Project Management definition=
processes + tools + techniques + ressources
digital marketing objectives
project management of digital marketing campaigns is a combination of processes, tools and techniques used for intelligently organising resources, in order to successfully meet the set digital marketing objectives

6. Project Triangle vs. Digital Project Triangle
The Project Triangle
The Digital Project Triangle

7. The 4 constraints of digital campaign
Scope: specific objectives of each individual digital marketing channel
Quality: KPIs&data used for measuring the campaign impact
Time: start&end dates of the campaing
Resources: financial, in-house human &social resources

8. The digital marketing implementation cycles
each campaign is essentially a project, which has to be managed
key project management practises relate to stages: Planning, Acting, Observing and Reflecting

9. The 4 phases of the action learning cycle
Plan: refers to the setting of project triangle related activities (resources, times, scope and quality)
Act: indicates operational stages (message building, allocating and curating campaign content)
Observe: involves results monitoring (KPIs), optimisation and risk management
Reflect: constitutes a basis for the next cycle of promotional activities

10. 9 steps of digital marketing campaign implementation cycle
plan: phase 1-5
act:
observe:
reflect:

11. planning

12. Planning – starting a new project
definign aims & objectives:
brand awareness
conversion
budget setting methods:
affordable method
percentage-of-sales
objective-and-task

13. acting

14. Acting – executing your project
campaign & project documentation (5Ws rule)
project documentation may consist of:
campaign name
aim&objectives
buisiness case
project team
communications plan
quality plan
deliverables
scope
resources
KPIs
risk register
work schedule
5Ws: What? Why? Who? Where? When?

15. The Project Team Project Manager Team Memebers Project Sponsor
PM: team leader, responsible for project implementation, roles assignment and defining responsibilities of other members. responsible for on-time project delivery, with assigned budget, scope and quality
PS: individual with the ultimate authority and control over project and its implementation
TM: individuals with specific roles and responsibilities

16. The responsibilities of Project ManagementDo
Don’t
keep a holistic overview of the project
take into account integration between tasks
delegate tasks to team members and delegate
schedule and communicate activities for yourself and others
manage and motivate the project team and act as a leader and be prepared to be flexible
engage with all relevant stakeholders and project team members relevant information
control quality of project related tasks and deliverables
manage project costs
assess and review risks related to the project
overcoming obstacles arising in the course of the project, cooperation facilitating
get involved in micro management - you can’t control every single task of the project
get carried away with operations forgetting the aim and objectives of the project
ignore poor performing kpis - if project is not working don’t worry about stopping the whole project
leave questions from your team members unanswered
create authority basing on negative team members’ emotions (fear, bullying)
rely on a single point of information - where possible always consult multiple sources to make your decisions
rely on informal communications with all your stakeholders
prioritise urgent over the important
assume you know it all

17. Communication plan

18. Work schedule - Gantt Chart
visual format
list of project tasks
individuals responsible
horizontal timescale – shows the start, duration and finish of activities

19. Finding the critical path
what are your time/cost constraints?
what preceding activities need to be completed?
how do individual activities depend on each other?
which activities can be done in parallel?
what is the estimated duration of each activity?
who do you need for each activity?
what is the skill level of each resource assigned to its task(s)?

20. observing

21. Observing – optimising your efforts
continual review of schedule and budget
re-prioritising tasks
maintaining a risk register
quality assesment
monitoring results

22. Risk register risk identification impact rate (sale 1-5):
negligible
marginal
important
serious
catastrophic
probability (scale 1-5):
impossible
remote
unlikely
possible
probable
assesment (=impact x probability):
red: assessment of 15 – 25
amber: assessment of 9 – 14
green: assessment of 0 – 8

23. reflecting

24. Reflecting – closing a project
preparing for premature closure of a project
creating a post project report
undertaking a project debrief
making a concerted effort to praise achievements

25. Case study