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Digital Marketing @ GA HK

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Allison Baum
Allison Baum

Missed our information session last week? Check out more information about our upcoming Digital Marketing course in Hong Kong.

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DIGITAL BRAND STRATEGY
INTRODUCTIONS WELCOME TO GENERAL ASSEMBLY
INTRODUCTIONS ABOUT GENERAL ASSEMBLY
INTRODUCTIONS OUR CORE VALUES
CORE VALUES PEOPLE BEFORE THE MACHINE. While we value powerful ideas and innovative startups, the lifeblood of any community is the individuals involved. We believe in empathy and reciprocity — and that community can enable individual pursuits.
CORE VALUES LEARNING BY DOING. We believe that self-actualization is gained through applied, hands- on experience. We are here not to seek or to hope for the future, but actively construct it with our hands. If we get it wrong, we modify and try again; real progress only comes through reflection and relentless iteration.
CORE VALUES JOURNEY OVER DESTINATION. General Assembly is about the shared experience of fellow builders taking risks — about embracing failure as much as success. When great companies fail, they’re gone forever. When great people fail, they learn from their experiences and go on to pursue new ventures with a greater chance of success.
INTRODUCTIONS MEET YOUR INSTRUCTOR
INTRODUCTIONS 9 JAY OATWAY, INSTRUCTOR ‣  Tech-journalist and digital strategist in Hong Kong since 1997 ‣  Ranked #22 on the Forbes Top 50 Social Media Power Influencers 2012. ‣  Author of the book, Mastering Story, Community and Influence: How to Use Social Media to Become a Socialeader. ‣  “Hong Kong’s answer to Twitter royalty” by Marketing magazine.
INTRODUCTIONS WHY DIGITAL MARKETING?
INTRODUCTIONS WHAT WILL WE LEARN?
DIGITAL BRAND STRATEGY 12 YOU’LL BE ABLE TO… •  Target the right audience for your company's brand •  Develop your brand’s voice, story, and community •  Create engaging and high-impact multi-channel content •  Plan and pitch a digital campaign
DIGITAL BRAND STRATEGY SYLLABUS 13 UNIT 1 •  Understand your business, goals, and how they relate to your brand and marketing. •  Identify who your customers are and what they’re thinking and feeling •  Develop your brand story, values, and community
DIGITAL BRAND STRATEGY SYLLABUS 14 UNIT 2 •  Utilize analytics and research to make decisions based on variances and insight •  Experiment with content, message, and strategies in order to gain insight •  Communicate clearly using data visualization and compelling stories
DIGITAL BRAND STRATEGY SYLLABUS 15 UNIT 3 •  Optimize the content you’re delivering to your audience through your web site and social media profiles •  Identify how consumers are interacting with your brand “on-the-go” through mobile devices and tablets •  Utilize “growth hacks” to increase the amount of users and customers
DIGITAL BRAND STRATEGY SYLLABUS 16 UNIT 4 •  Utilize social platforms like Facebook, Twitter, and Google to launch paid and owned media campaigns in order to grow brand awareness and acquire users. •  Explore display and email marketing as ways to develop and continue audience engagement
INTRODUCTIONS WHAT DOES IT MEAN TO BE A GA STUDENT?
GA STUDENT PERKS 18 COMMUNITY •  Global network •  Strong, diverse community •  High quality curriculum •  Practical skills •  Continuing resources
THE EARLY BIRD…
DIGITAL BRAND STRATEGY 20 Q&A

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Digital Marketing @ GA HK

  • 5. CORE VALUES PEOPLE BEFORE THE MACHINE. While we value powerful ideas and innovative startups, the lifeblood of any community is the individuals involved. We believe in empathy and reciprocity — and that community can enable individual pursuits.
  • 6. CORE VALUES LEARNING BY DOING. We believe that self-actualization is gained through applied, hands- on experience. We are here not to seek or to hope for the future, but actively construct it with our hands. If we get it wrong, we modify and try again; real progress only comes through reflection and relentless iteration.
  • 7. CORE VALUES JOURNEY OVER DESTINATION. General Assembly is about the shared experience of fellow builders taking risks — about embracing failure as much as success. When great companies fail, they’re gone forever. When great people fail, they learn from their experiences and go on to pursue new ventures with a greater chance of success.
  • 9. INTRODUCTIONS 9 JAY OATWAY, INSTRUCTOR ‣  Tech-journalist and digital strategist in Hong Kong since 1997 ‣  Ranked #22 on the Forbes Top 50 Social Media Power Influencers 2012. ‣  Author of the book, Mastering Story, Community and Influence: How to Use Social Media to Become a Socialeader. ‣  “Hong Kong’s answer to Twitter royalty” by Marketing magazine.
  • 12. DIGITAL BRAND STRATEGY 12 YOU’LL BE ABLE TO… •  Target the right audience for your company's brand •  Develop your brand’s voice, story, and community •  Create engaging and high-impact multi-channel content •  Plan and pitch a digital campaign
  • 13. DIGITAL BRAND STRATEGY SYLLABUS 13 UNIT 1 •  Understand your business, goals, and how they relate to your brand and marketing. •  Identify who your customers are and what they’re thinking and feeling •  Develop your brand story, values, and community
  • 14. DIGITAL BRAND STRATEGY SYLLABUS 14 UNIT 2 •  Utilize analytics and research to make decisions based on variances and insight •  Experiment with content, message, and strategies in order to gain insight •  Communicate clearly using data visualization and compelling stories
  • 15. DIGITAL BRAND STRATEGY SYLLABUS 15 UNIT 3 •  Optimize the content you’re delivering to your audience through your web site and social media profiles •  Identify how consumers are interacting with your brand “on-the-go” through mobile devices and tablets •  Utilize “growth hacks” to increase the amount of users and customers
  • 16. DIGITAL BRAND STRATEGY SYLLABUS 16 UNIT 4 •  Utilize social platforms like Facebook, Twitter, and Google to launch paid and owned media campaigns in order to grow brand awareness and acquire users. •  Explore display and email marketing as ways to develop and continue audience engagement
  • 17. INTRODUCTIONS WHAT DOES IT MEAN TO BE A GA STUDENT?
  • 18. GA STUDENT PERKS 18 COMMUNITY •  Global network •  Strong, diverse community •  High quality curriculum •  Practical skills •  Continuing resources