Project: Content Library Campaigns
TEAM:
Customer Success Advocate:
TL;DR: A campaign is made up of multiple pieces of content that are grouped together and released as a fluid set of posts at timed intervals. They are frequently centered on a single theme and are published in stages.
This will be available only to Advance pricing tiers.
Great way for Admins to enable for their LOs to be able to “enroll” into automatic content campaign feeds based on their preference. Some campaign examples given could be “holidays 2021 program, Motivational quote Mondays, 10 Facts about Real Estate etc”. It was also mentioned, that as LOs leave the organization, that they can get unenrolled from the campaigns.
This is also a requirement for American National.
MARKETING
Problem Alignment
The Problem/Opportunity
Describe the problem (or opportunity) you’re trying to solve. Why is it important to our users and our business? What insights are you operating on? And if relevant, what problems are you not intending to solve?
In Denim Social’s Publishing Solution today, we allow Admin Users to create social media posts and save them to a Content Library folder, allowing other Users in their organization to schedule and post that content on their own time. Posts that ultimately live in a Content Library folder can be first-party posts that are original posts created by the organization themselves, or can originate from a third-party platform ( reviews, other Partner content (ABA content, ), and in the future other third-party content providers. End-users who access these Content Library folders often schedule their next posts well in advance, which means they will commonly pick several of these posts and schedule them out into the future. The challenge we’re faced with in the current environment is that these end-users need to manually schedule each of those future posts from the Content Library. We’d like to streamline that by allowing and End-User to “opt in” to an entire Content Library folder worth of content, which will automatically post the content in that content library folder. We’ll call that a “campaign.” An End-User can pick a folder of content, and indicate they want to post every post in that folder on a cadence that is set by their Admin team.
Background
Supply any background information necessary for the problem/opportunity
One of our largest competitors, Hearsay Systems, offers “Campaigns” in their Social platform, and it is a widely adopted feature. It is widely adopted because the End-Users traditionally do not want to be incredibly involved in their social media posts, while their corporate marketing team doesn’t want to directly publish to the social accounts of their producers. “Campaigns” is a happy-medium between the two, where the corporate marketing team isn’t directly publishing to the social accounts of their End-Users, and the End-Users do not need to manually schedule all of their posts for their social accounts.
The fact that “Collections” can be published to a content library folder makes the art of scheduling curated content in an automated fashion incredibly slick as well.
It should be noted: as a part of the experience.com integration (), we will have already built out a portion of this. Through that integration, we will be automatically posting content that appears in a content library folder. Opportunity
Describe the opportunity that lies ahead of us should we decide to build this product. What do we gain? What’s your first guess as to how we can achieve it?
The opportunity for this product mainly resides in mid-market and above organizations. These are traditionally the accounts that are the least likely to directly publish to the social accounts of their producers, and will request their producers publish directly to their own social accounts.
The development of this product gains significant parity with Hearsay Systems (Social) as well, which is something we would like to achieve as an organization.
High-level Approach
Describe briefly the approach you’re taking to solve this problem. This should be enough for the reader to imagine possible solution directions and get a very rough sense of the scope of this project. (e.g., if “The Problem” was engagement in the design process from non-designers, “The Approach” might be a feed which surfaces work that's relevant to them.)
We believe the concept of a “campaign” is different enough from a standard Content Library folder that we should create a new type of Content Library asset. Currently we have Folders, Posts, and Collections. A 4th could be added called: “Campaigns.” Admin Users should have the ability to create a new “Campaign” just like they can currently create a new Content Library Folder.
When a new Campaign is created, the Admin User should be able to decide whether there is a start date and end date for the campaign, and the frequency between posts that should be prescribed (post once per day, once every 2 days, once every 3 days, etc). If there is a start and end date, we will need to calculate how many total possible posts there could be, based on their posting frequency, and alert them when they have created too many posts for the campaign. We also need to automatically expire this Campaign after the end date of the Campaign.
Alternatively, if they haven’t established start and end dates for the campaign, End-Users can subscribe to them at any time and the posts will post in the order they are present in the Campaign. These would be “evergreen” campaigns that are continually evolving and can be subscribed to until an Admin deactivates the Campaign.
Admin Users need the ability to toggle a campaign on and off. This allows the Admins the opportunity to build the campaign with applicable posts and only make it available once the campaign is completely built.
To create a post inside of a Campaign, Admin Users should be able to save directly to a campaign similar to the way they would be able to save to a Content Library folder. They should also be able to copy a post from a Content Library folder to a Campaign. Content originating in “Collections” should be able to be saved to Campaigns as well.
Campaigns should be able to be shared explicitly with Users, just like Content Library folders can be.
Goals & Success
What does success look like? What metrics are you intending to move? Explain why these metrics are important if not obvious.
Solution Alignment
Give an overview of what we’re building. Provide an organized list of features, with priorities if relevant. Discuss what you’re not building (or saving for a future release) if relevant.
Affected Personas
Key Flows
Show some mocks/embeds of the experience. Link to any other documentation as necessary. In general, it’s helpful to organize these around certain user journeys / use cases. Show enough of a clickthrough where people can walk away with a reasonable understanding of how the product works.
User Flows
Prototypes
Open Issues & Key Decisions
Keep track of open issues / key decisions here. Sometimes, certain decisions are made that might feel controversial; document these here so people know that the discussions have happened and there’s strong awareness of the tradeoffs.
Validations of Posts in Campaigns ex TW has limited characters, IG posts need an image What are we NOT doing?
Marketing Launch