March 27, 2013

Digital Marketing Short Course

Natasha WilliamsRosemary McAlonanBruno IambreghiSimon JeynesAnastasia Hrasko

The creative business community ...

Agenda

Introduction

Situation

Strategy

Stay in touch with other community members:

companies, partners and clients

Exploit business and partnership opportunities both in

your country and abroad

Promote your venture and sell your products and

services

Hire and Employ... and much more

Our Concept

The business idea at a glance

The Online Service The Targeted Market

The Competitors The Innovation

• Stay in touch with other community members: companies, partners and clients

• Exploit business and partnership opportunities both in your country and abroad

• Promote your venture and sell your products and services

• Hire product testers... and much more

•Professional creatives (photography, fashion style, music, video, cameraman, model, assistance)

• Easy Network development thanks to other people’s testimonies

• Online offer of a “real life“ business relationship experience

• Reputation via supervision• Scouting of the best talents• Open network• Immediate (information)• Content User Generated feedbacks• Professional creatives’ ranking by price,

quality and references/testimonies

• Peopleperhour• Dreamstake• Linkedin• Google +• Facebook• Personal Network

Risks Maintaining and moderating the network lengthy: time consuming, loss of credibility and

higher costs of the service

Objective (sorted by relevance)

SpecificationMeasure

(KPI)Attainability How Timing

Develop e-commerce Sales

Increase online sales

via the SocialHook

portal

Incremental Sales Volume

Popularity, ease of use,

location based, trust

thrugh recommendati

on

Pay per lead

Monthly Report

Generate Leads (for our customers)

Increase the number of prospects

Incremental Leads

Volume

Increase traffic plus User

profle gathering

Draw traffic to a particular

online resource

Monthly Report

Draw traffic to a particular online

resource

Increase the number of

visitors

Incremental Traffic

VolumeSM Channels

Understand Client needs

Monthly Report

Understand client needs

Analyze needs and purchase

behaviour

Segment Coherency

Market Segmentation

Market Analysis

Monthly Report

To increase revenue means increasing the customer base via a clear and easy to use service

The Digital Universe Around The Business

E-Mail Marketing

Blogs

Affliation

SEO

Offline Events

Facebook

Are people focusing on what we wanted them to

focus on?

Google AnalyticsReal Time Analytics

Click Trough Analysis…

App

Multiscreen

Agenda

Introduction

Situation

Strategy

A solid structure behind an intuitive webpage

Photography Fashion ...

Photo

Posts/Testimonies

Services offered Clients’ List:.............

1 minute video pitch

Contact Details.............

Photo

Posts/Testimonies

Services offered Clients’ List:.............

1 minute video pitch

Contact Details.............

1

2

...

...

Revenues are based onAdvertising/Affiliation and

Commissions

Ran

king

by

pric

e, q

ualit

y, r

efe

renc

e

Categories

Lead Generation

Techincal strategy

Online mostly and websites advertise

Create banners for advertising

Advertse Job sites

Advertise Workshops

Seo section

Campaign and advertising

Pin board - pin flyers in different

locations

Professional

Potential Costumers

The process of creating Leads ...

Brand Awareness

Logo and website

Clear professional represent the brand

consistent branding

Colour repetition

Colour coded

Cross branding for social sites

Recognisable

... With the help of a unique Brand image

http://socialhook.wordpress.com

Your Advanced Digital Business Card

Agenda

Introduction

Situation

Strategy

Targeting and Segmentation and Positioning

Segmentation and users:Our Online Users and demographics

Micro targeting, online banners on websites.Our Other Users

Integrate these users through marketing off-line marketing campaigns but would provide links online through QR codes and website links

Positioning:Value through our service.

Our aim would be reinforce our core values, as a competitor in the marketplace. We would provide transparent information on our company through an “About us” Section and “Our Team”. You can each get in touch

with the team and you can view our about sections. To enforce our credinbility through the website. this we moderate all posts and verify the information,

monitor all the posts and follow up with the users and business. We also post on our page success stories and follow up section. Users can share their latest

news.

Marketing mix: Product, Price, Promotion and Place. Online product would also include

mentoring and workshop scheme on a pay per use.

Brand Strategy

Brand Strategy

Segmentation:

Groups of users:Established Professionals and Businesses VS Emerging Creatives or Freelancers

Age / Education 18- 60 Currently in work

PositioningOnline, Street Campaigns

Consultation Services Advertising

Per LeadPer JobPer Business

Online, Micro Targeted, Locational targeted.

TargetingDemographic and locational based

Brand Reinforcement and Logo

As a brand out aesthetic would be ‘Credibility and Trust’ in our services. Our aesthetics would be to have a clear and professional logo to represent the

brand aimed at creative professionals. We would use consistent branding as well as colour scheme for use across different platforms and social sites.

With aims to reinforce a recognizable branding through colour and logo type.

Colour schemes: Blue, Green and Pink - Eye catching and social colors

Brand Strategy

Online Representation: One dedicated Website accessible on Mobile, Tablet and Desktop. Our main

would be optimized for desktop and mobile users, we envisage business’s to use desktop and would want access to services. Mobile users would be geared

towards viewing the latests opportunities. The app would allow users to be able to search to posts and opportunities and allow users to post jobs and have a geo-locational map to see where each post is and what the business area is.

OVP: online value proposition Online Reach / Engage with the audience

Brand Strategy

Mobile App

Brand Strategy

Features:

Reminders by locationGeo-taggingCheck-in for Jobs

Content and Engagement:

Aim encourage users to join the site, and reach out to a larger audience. Emphasis on Registration page and our members section. Reinforce

engagement through our regularly updated members and opportunities sections which would encourage users to return to check latest opportunities.

RSS and Share buttons to distribute content between sites.

Aimed at Employees and freelancers. Users would be business and website users.

Brand Strategy

Social Channels

Social Channels, Partner up on Linked in, Twitter, Facebook. Each Page has links to share posts and content.

Brand Strategy

Digital Channel Acquisition Strategy:

Conversion Strategy

Retention StrategyModerators, constant interactions. monitoring customer insights and usage of

the site and statistics.Ongoing campaigns, Free sign up offer.

Data Strategy:RSS Feeds which would give users the ability to view the latest posts and

content. These could also be plugged into different sites

Multichannel Integration Strategy: Website would be main portal. with to the side the latest tweets. All posts

would have a share and like buttons which would intergrate content.

Social Media Strategy:Join up to twitter, share content posts 5x daily. Covering topics for business

Marketing Governance:

Brand Strategy

How many consultants

How many people would the website include

How many would we start with and then aim to have,

start with 20 or 100?

How many areas or categories would be have?

Photography

Demographics

Our Next Steps?