One of the the students I supervised wrote a Dissertation called ‘President Barack Obama and ISIS The exploitation of audiences’ lack of digital media literacy to gain support’. It is a excellent piece of research that is relevant to campaigns that use social media and views the case studies of Obama and ISIS through the REAN marketing framework. You can read it here President Barack Obama and ISIS The exploitation of audiences’ lack of digital media literacy to gain support.

REAN is a marketing acronym. It is a simple, yet powerful, framework to plan ahead and/or analyse the often complex sequence of inter-related, multichannel, marketing activities that are needed to build and nurture a customer relationship. It stands for:

R – Reach: The set of activities needed to raise prospects’ attention for your brand, product or service.

E – Engage: The gradual, typically multi-channel, often recursive set of activities needed to engage the prospects you just won.

A – Activate: The activities needed for your prospects to take, eventually, the actions you wanted them to take.

N – Nurture: The activities needed to nurture the customer relationship you just managed to create.

What you need to do is give a thought as to how this could apply to your campaign production in terms of how it can fit into your clients wider strategy.