DIGITAL BRAND STRATEGY

WELCOME TO GENERAL ASSEMBLY

INTRODUCTIONS

ABOUT GENERAL ASSEMBLY

INTRODUCTIONS

OUR CORE VALUES

INTRODUCTIONS

PEOPLE BEFORE THE MACHINE.

CORE VALUES

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.

LEARNING BY DOING.

CORE VALUES

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.

JOURNEY OVER DESTINATION.

CORE VALUES

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.

MEET YOUR INSTRUCTOR

INTRODUCTIONS

INTRODUCTIONS

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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.

WHY DIGITAL MARKETING?

INTRODUCTIONS

WHAT WILL WE LEARN?

INTRODUCTIONS

•  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

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YOU’LL BE ABLE TO…

•  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

13 DIGITAL BRAND STRATEGY SYLLABUS

UNIT 1

•  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

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UNIT 2

•  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

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UNIT 3

•  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

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UNIT 4

WHAT DOES IT MEAN TO BE A GA STUDENT?

INTRODUCTIONS

•  Global network •  Strong, diverse community

•  High quality curriculum

•  Practical skills •  Continuing resources

18 GA STUDENT PERKS

COMMUNITY

THE EARLY BIRD…

Q&A 20 DIGITAL BRAND STRATEGY