The IPPIE Process

To get the full explanation of the IPPIE Process, please listen to the following audio while reviewing this page.


      IPPIE Process - Cory Kerr

The IPPIE process is a logical way to organize the planning and execution of an online campaign. It consists of five stages, namely: identify, plan, produce, implement and evaluate. It should be done in order and each step is important. Listen to the audio explanation and read through each description to understand the process.

It seems like simple common sense, but you’d be surprised how uncommon common sense is in the world of online marketing and promotion. Much of what is briefly discussed here, is covered in greater detail in many of the other sections of this text. I list these steps here succinctly so it may serve as a quick reference of the IPPIE process.

IPPIE Process Overview

  1. Identify
    1. Objectives
      1. Message
      2. Audience
      3. Actions
      4. Timing
    2. Read Seascape
      1. Channel Profiles
      2. User Profiles
      3. Expectations
      4. Taboos (what to avoid, potential pitfalls)
  2. Plan
    1. Strategy
      1. Who: describe your intended audience
      2. Where: list the channels you plan to use
      3. What: list and describe the content, the assets that will be created and shared
      4. When: layout an implementation schedule for each asset on each channel
    2. Define Success
      1. Metrics: decide which metrics will best track the success of your objectives
  3. Produce
    1. Assets
      1. Visual Map: make a visual map of the user flow and use this to list all of the content assets
      2. Produce the Assets: based on your plan and keeping objectives in mind, write the copy, shoot the photos, create the designs, etc
      3. Composition: remember the rules of composition and that every choice you make should be for a reason
  4. Implement
    1. Execute the Plan
      1. Follow your schedule in the plan
      2. Stay aware: keep your eyes open and listen to your audience, react accordingly
  5. Evaluate
    1. Measure the metrics identified in the plan
    2. Gather anecdotal data (both positive and negative)
    3. Decide what went well and what you’ll do differently in the future