Digital Marketing @ GA HK

Mar 3, 20134 likes835 views

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

INTRODUCTIONS

WELCOME TO
GENERAL ASSEMBLY

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 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

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

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This document is a certificate confirming that Semih Dilek successfully completed an online specialization in Social Media Marketing from Northwestern University. The specialization consisted of 6 courses that covered topics such as the importance of social media, engagement strategies, marketing tactics, and developing a comprehensive social media campaign. Upon completion, students created a capstone project applying what they learned to develop a social media strategy for profitably growing a business.

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The document outlines YoLove, a Valentine's Day digital marketing campaign in Vietnam by Yomost. The campaign's objectives were to inspire people to fully experience Valentine's Day and increase customer engagement with the Yomost brand. The target audience was young urban Vietnamese aged 18-24 who are active online and interested in love stories. The campaign concept was to encourage people to express their love through a viral video and mobile app. It saw over 200,000 video views and wide sharing of a featured quote on social media. While the campaign spread the brand's message, its impact appeared limited as Yomost struggled against larger competitors.

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This presentation focuses on real world application of conducting a social media analysis. Utilizing Nike as a key case study, the presentation looks at the steps required to analyze a company's social media platforms to understand if they are truly purposeful and effective while catering to the community and fulfilling a mission statement. Specific focus on YouTube platforms and video as well as Facebook takes place with some regards to analyzing competing brands social media platforms as well.

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The document discusses how social media can be used for promotions, market research, and customer segmentation. It examines different types of consumer-generated content and integrated marketing communication strategies. Finally, it provides best practices for social media strategic planning, awareness and engagement, search engine optimization, and evaluating the return on investment of social media campaigns.

Team Chapter PresentationDomenique Valykeo

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Growth Hacking WorkshopProduct Camp Dublin

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John Healy is a product manager and co-founder with 17 years of experience in digital marketing. He gives a presentation on growth hacking, which is a scientific approach to growth that integrates marketing, engineering, and product. He discusses how growth hacking uses tools to research audiences, create content personas, motivate participation through rewards, and measure results through both traditional and new metrics like social shares. He provides tips for growth hacking including focusing on customers, integrating product, marketing, and sales, and tweaking offers, channels, and features through iteration.

Free Ways To Market On Facebook Bill Parkes Makeover In 4 StepsnFusion

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On March 2, nFusion Chief Digital Officer Bill Parkes spoke at SMX West, an educational conference and industry trade show programmed specifically for Web professionals from around the world specializing in search engine optimization, pay-per-click advertising, social media, and mobile search technology. Parkes’ presentation, “Take Your Brand to the Next Level: Facebook Makeover in Four Steps” offered insights about how a business can use Facebook pages to impact its bottom line.

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Digital Marketing @ GA HK

1. DIGITAL BRAND STRATEGY

2. INTRODUCTIONS WELCOME TO GENERAL ASSEMBLY

3. INTRODUCTIONS ABOUT GENERAL ASSEMBLY

4. INTRODUCTIONS OUR CORE VALUES

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.

8. INTRODUCTIONS MEET YOUR INSTRUCTOR

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.

10. INTRODUCTIONS WHY DIGITAL MARKETING?

11. INTRODUCTIONS WHAT WILL WE LEARN?

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

19. THE EARLY BIRD…

20. DIGITAL BRAND STRATEGY 20 Q&A

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Digital Marketing @ GA HK

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