Class 01: Intro to Digital Marketing
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The document provides an agenda for Day 1 of a digital marketing course. It includes an overview of the course, introductions, a discussion of the digital marketing landscape, objectives, and homework assignments. Students are instructed to write their name, occupation, and learning goals on a whiteboard to share with the class. The instructors and their roles are introduced. Expectations around attendance, assignments, projects and networking opportunities are outlined. Finally, the document discusses the weekly workflow including pre-work, homework, and in-class discussions.
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Class 01: Intro to Digital Marketing
- 3. Digital Marketing AGENDA - WEEK 1, DAY 1 ‣ Welcome ‣ Course overview ‣ Digital Marketing Landscape ‣ Objectives ‣ Recap, Housekeeping, and Homework
- 4. Digital Marketing DIRECTIONS ‣Grab a dry erase marketing and find a spot on the walls ‣Write these 3 things about yourself: Name, current occupation, 2 things you want to learn during this course ‣Get some food and drinks ‣Walk around the room to read about your classmates
- 6. Digital Marketing ‣ Instructor (Jon) ‣ Song & Dance, building curriculum and lessons ‣ Instructional Associate (Emily) ‣ Primary communication with students (Office hours, feedback) ‣ Part-Time Instructional Associate (Brianna) ‣ Not in classroom. Provides feedback on homework and pre work. ‣ Front Lines ‣ Facility amenities ‣ Student Services (studentservicesny@generalassemb.ly) ‣ Manages instructors and relationship with GA HQ
- 7. Digital Marketing TWITTER / INSTAGRAM: @CHANGAHROO LINKEDIN: IN/JONCHANGNY
- 11. Digital Marketing GENERAL ASSEMBLY IS A GLOBAL COMMUNITY OF INDIVIDUALS EMPOWERED TO PURSUE THE WORK WE LOVE.
- 14. Digital Marketing ‣ Attendance ‣ Pre Course Assignments ‣ Homework ‣ Final Project & Presentation ‣ Surveys: Pre Course, Mid Course, Final Course ‣ Participation: ‣ Questions in Slack ‣ Being respectful to each other and during instructor lectures ‣ Office hours
- 15. Digital Marketing ASSIGNED WORK 80% of Assigned Work • Homework • Pre Work SURVEYS Mid-Course End-of-Course FINAL PROJECT *Includes final presentation ATTENDANCE Attend at least 17 of 20 classes
- 16. Digital Marketing BUILD YOUR NETWORK FIND OPPORTUNITIES 50,000+ STRONG PERKS! 15% OFF CLASSES / WORKSHOPS $500 TUITION CREDIT
- 17. INSERT CLASS TITLE INSERT CHAPTER TITLEWeekend Homework & Pre-work Monday Critique Homework & Debrief Prework Wednesday Deeper Dive & Workshop Weekly Time Commitment Pre-work Homework Total < 1 hour 2-3 hours 3-4 hours Weekly Flow WEEKEND MONDAY WEDNESDAY Introduction to ____
- 18. Digital Marketing Pre Work due Sundays @ 6pm Homework due Mondays @ 6pm Homework Feedback = 1 week turnaround Only homework turned in on time will receive feedback!
- 19. Digital Marketing In Class Discussions Direct Messaging Out of Class Questions GOOGLE DRIVE Pre Work Homework Class Resources SLACK
- 20. INSERT CLASS TITLE INSERT CHAPTER TITLE Course Partnerships Google Adwords Reddit Google Analytics
- 21. OUTREACH TO COMPANIES RUN CAMPAIGN(S) FIRST CLASS LAUNCH CAMPAIGN FINAL PROJECTS DUE PRESENTINGLEARN ABOUT DIGITAL MARKETING CHANNELS OCT 30OCT 9AUG 21 SECURE PROJECT COMPANY AUG 28 - SEPT 6 LAST CLASS NOV 1 FINAL PROJECT: DUE OCT 30 | PRESENTATIONS OCT 30 & NOV 1
- 22. ABOUT THE PROJECT How to choose a campaign type: You’ll learn many types of digital marketing (AdWords, Facebook Ads, organic social media, etc.). Choose at least 1 type for your final project and run a 1 - 3 week campaign. Example campaigns: • A/B test email lists • 1-week Facebook Ads campaign • 3-week AdWords campaign • 3-week Social engagement campaign FINAL PROJECT: DUE OCT 30 | PRESENTATIONS OCT 30 & NOV 1
- 23. ABOUT THE PRESENTATION Format: 7 minutes total • 5 minute presentation + 2 minute Q&A Necessary components: • Who are you? [30 sec] • Company value proposition [30 sec] • Who are your customers? [1 min] • Digital marketing campaign [3 min] Channel(s) Hypothesis Results Next steps FINAL PROJECT: DUE OCT 30 | PRESENTATIONS OCT 30 & NOV 1
- 24. TITLE BACK-END WEB DEVELOPMENT INFO SESSION 2BY THE END OF THE LESSON, YOU SHOULD BE ABLE TO…
- 28. Digital Marketing What is Digital Marketing?
- 30. Digital Marketing Bootcamp SEO IS ORGANIC SEM IS PAID
- 42. MARKETING CHANNELS AND LANDSCAPES MODEL HIGH PROSPECT QUALITY How well does this user know my brand? HIGH CONVERSION PROBABILITY How likely is this user to convert?
- 43. Retargeting Conversion Probability Prospect Quality Display Social Media Email Search MARKETING MAP: HOW TO THINK ABOUT DIFFERENT MARKETING CHANNELS
- 44. digital marketing strategy and channels CASE STUDY
- 45. Digital Marketing Objective Sell 3D printers to K12 schools
- 46. CUSTOMER JOURNEY: CASE STUDY MAKERBOT CONFIDENTIAL RESTRICTED School Principal Champion Teacher Typical Teacher Typical Student Star Student IT/Maintenance/Janitor K-12 USER TYPES K-12 SPECTRUM OF USERS & DECISION MAKERS Average Student “Everyday Erin” Teacher School Tech Coordinator Principal Parents Local Funding Process (School Budget, PTA, or Donor’s Choose) District Curriculum Director District Administrator District Technology Director District-Led Funding process (RFP)
- 47. MAKERBOT CONFIDENTIAL RESTRICTED WHAT MAKES 3D PRINTING IN K-12 EDUCATION UNIQUE? 7 DECISION MAKING Buying Cycle • Budget review twice a year Budgets/Approvals • Need administrator+ approval • Not a “Basket good” Advocators • White Knights typically a singular teacher • Advocators are various but ill Informed • Decision makers are often ill informed or disconnected in the tactical needs Contact and Support • Available hours for teachers limited Private vs Public OPERATION Use Models • Classroom, MakerSpace, Library, Afterschool club Attraction • Press and PR • Investment in STEM Super Users • Singular teacher in a school • Student super users graduate & move on • Can become advocate in higher ed Goals • “It’s not about the destination, it’s about the journey Ownership and Support • Hours of operation School Principal Champion Teacher Typical Teacher Typical Student Star Student IT/Maintenance/Janitor USER TYPES SOFTWARE 3D • Sketchup • TinkerCAD • 123D Suite • Imaginary Spaces Other • Scratch (prog) • Adobe Suite • Coding • Open SCAD (math modelling) • Instructables (teacher leaning) • Lynda.com (teacher learning) POTENTIAL PARTNERSHIPS Unstructured Educator Forums Opportunities for simulation Educator Focused Content Offline Communities Online Communities • Spark Truck • First Robotics • First Tech Challenge MakerBot driven student/school engineering & design competitions • Lynda.com • SparkFun • Little Bits • Adafruit • Agency By Design • Partnering with competition organizations to bake 3DP into comp • Partnering with STEM curriculum developers • Text book companies – bake into lessons Sponsor / Promotional Other Potential Partnerships Other Opportunities TEACHER PROFESSIONAL DEVELOPMENT MAKERBOT CONFIDENTIAL RESTRICTED THE OPPORTUNITY IN K-12 EDUCATION TRENDS IN THE K-12 EDU MARKET • Project Based Learning, Peer to Peer Learning, Data Literacy, Kinesthetic & STEM • The rise of “Big Data” and learning analytics to improve student learning and d • Classrooms will be redesigned to accommodate more individual study, small gr • Integrate technology on larger scale and increase its access • Opportunity: Coupling digital/SW technologies with tangible creations (3DP) *Hanover Research 400 million active users, $58 million invested 100 million active users, $648 million invested 300 million active users, $57 million invested 23 million teachers and parents, $60 million invested 38 million teachers, students and parents, $10 million invested 46 million teachers, students, parents, $88 million invested TECHNOLOGY TO CONNECT STUDENTS, TEACHERS AND PARENTS AARR: CASE STUDY
- 48. Hears about 3D printing Considers 3D printing as an option for their school Acquires 3D printer(s) for school Talks with staff about 3D printing Is given a 3D printed object Actually prints a 3D object Brainstorming curriculum with faculty Figures out scheduling issues for 3D printing Becomes advocate for 3D printing Flyer? School Visit? School Specific marketing packets/videos FRE specific To schools? stories Sheet that Walks school Personnel through decision points Brainstorming kit? Or Some tool To help them consider possibilities Equivalent Of hallway Bulletin Boards for 3d printing? How might We help them advocate? K-12 PRINCIPAL Cautiously optimistic about bringing 3DP to the district. Assumptions: New to 3D printing. AARR: CASE STUDY
- 49. Considers 3D printing as an option for their school Gets funding and approval for 3D printer Installs 3D printer in classroom Students actually print a 3D object Becomes advocate for 3D printing School Specific marketing packets/videos Donor’s choose? What is process like? Stories Tips for Classroom Use/management Seems we need a Stance/POV on Modeling… Equivalent Of hallway Bulletin Boards for 3d printing? How might We help them advocate? Students begin creating their own 3D models CHAMPION TEACHER Interested in leading the charge in educational 3D printing Assumptions: Some experience with 3D printing. Tremendous enthusiasm for it. AARR: CASE STUDY
- 50. DIGITAL MARKETING STRATEGY AND CHANNELS 4 CONSUMER TOUCHPOINTS
- 51. CASE STUDY: 4 CONSUMER BEHAVIOR POINTS 4 CONSUMER BEHAVIOR POINTS BROADCAST 1:1 SEARCH SOCIAL
- 52. MARKETING CHANNELS AND LANDSCAPES MODEL 4 CONSUMER BEHAVIOR POINTS BROADCAST 1:1 SEARCH SOCIAL ‣ Paid ‣ Press ‣ Push Notification ‣ Emails ‣ Direct Mail ‣ SEO ‣ Google ‣ Bing ‣ Yahoo ‣ Youtube ‣ Twitter ‣ Facebook ‣ reddit ‣ Instagram
- 53. BROADCAST CASE STUDY: 4 CONSUMER BEHAVIOR POINTS ‣ Paid Search ‣ Paid Social ‣ Press
- 54. BROADCAST1:1 CASE STUDY: 4 CONSUMER BEHAVIOR POINTS ‣ Push Notification ‣ Emails ‣ Direct Mail
- 55. BROADCASTSEARCH CASE STUDY: 4 CONSUMER BEHAVIOR POINTS ‣ SEO ‣ Google ‣ Bing ‣ Yahoo ‣ Yandex ‣ Baidu
- 56. BROADCASTSOCIAL CASE STUDY: 4 CONSUMER BEHAVIOR POINTS ‣ Youtube ‣ Twitter ‣ Facebook ‣ reddit ‣ Instagram
- 58. DIGITAL MARKETING Sharon D’Agostino/President of Johnson & Johnson’s Consumer Products Division “This is where we’re going, and this is how we’re getting there.”
- 60. DIGITAL MARKETING STRATEGY AND CHANNELS ACTIVITY
- 62. Digital Marketing DIRECTIONS ‣Find a partner ‣Think of 1 business objective for the following products: ‣Uber Pool ‣Amazon Echo ‣Huffington Post video content ‣Salesforce CRM (customer relationship management)
- 63. DIGITAL MARKETING STRATEGY AND CHANNELS PIRATE METRICS
- 64. Digital Marketing Bootcamp How did you hear about General Assembly? What was the last communication you received from GA before you purchased this course? What communications did you receive between the first and last communications?
- 65. Digital Marketing Bootcamp SOCIAL MEDIA YourSite.com MEDIA RETARGETING SEARCH Purchase INFLUENCERS AWARENESS INTERESTED CONSIDERATION EMAIL
- 67. THE OLD CUSTOMER JOURNEY
- 68. Digital Marketing Bootcamp THINK OF THE LAST TIME YOU SIGNED UP FOR A PRODUCT OR SERVICE. What made it great? What made it terrible? What would’ve made it better?
- 69. Digital Marketing Bootcamp WHAT IS ACQUISITION? CONVERTING NEW VISITORS INTO NEW USERS SIGN UP NOW!
- 70. Digital Marketing Bootcamp WHAT IS ACTIVATION? GETTING NEW USERS TO USE THE PRODUCT OR SERVICE. NOTE: IF THIS FEELS HIGHLY SPECIFIC TO YOUR UNIQUE BUSINESS SITUATION, YOU’RE DOING IT RIGHT.
- 71. Digital Marketing Bootcamp WHAT IS RETENTION? GETTING USERS TO CONTINUE USING THE PRODUCT OR SERVICE. ALSO KNOWN AS: ENGAGEMENT REPEAT CUSTOMERS/PURCHASES
- 72. Digital Marketing Bootcamp WHAT IS REFERRAL? GETTING USERS TO RECOMMEND YOUR PRODUCT OR SERVICE TO OTHERS AND ACTUALLY GENERATE NEW LEADS/SALES
- 73. DIGITAL MARKETING STRATEGY AND CHANNELS ACTIVITY
- 75. Digital Marketing DIRECTIONS ‣Find a partner ‣Choose 1 product, then write 1 objective for each stage of the funnel. ‣Uber Pool ‣Amazon Echo ‣Huffington Post video content ‣Salesforce CRM (customer relationship management)
- 76. Digital Marketing WHAT YOU LEARNED - WEEK 1, DAY 1 ‣ Got to know your classmates ‣ Equipped with all course information ‣ Basic understanding of the Digital Marketing Landscape ‣ Introduction to objectives
- 77. DIGITAL MARKETING STRATEGY AND CHANNELS OPEN YOUR GOOGLE DRIVE LESSON FOLDER! PLEASE AND THANK YOU
- 78. Digital Marketing WHAT YOU LEARNED - WEEK 1, DAY 1 ‣ Got to know your classmates ‣ Equipped with all course information ‣ Basic understanding of the Digital Marketing Landscape ‣ Introduction to objectives EXIT TICKET