concept map

Lesson4:Big idea & Media Campaign Planning Process

Lesson1:What is Digital Media?

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Compare of traditional media and digital media

Digital media advantage

Advantages of using Digital Media

Trivago example

Different Content Provided by Different Digital Media

The trends change Digital Marketing

HTML5 is the new
standard for digital creatives.

Apps or softwares update quickly

flexible planning is new normal

offline = online

AdBlocking apps or softwares are masses

YouTube grows up.

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Consumer Decision Journey and Insights

4 Steps Guide to Use Consumer Insights to drive marketing results

Profiling and Segmentation

Modelling

Data Exploration

Evaluation

Lesson3:Understanding the consumer

Demographic profile

Generation X,Y,Z

Typical Types of Consumers

Building Scenario & Personas

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Actions Feelings Desired

Feelings

Desiredoutcomes

Pain points

SWOT

Cheat sheet

Evaluating stage

Decision to buy or change stage

Shopping stage

Open to possibility stage

Experience stage

Customer Journey Maps

Lesson 5:Mobile marketing

Provide right experience and content to achieve objectives

Build a media campagin proposal

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Step2. Define your Brand/Corporate Profile

Step 3. Define your new Market Position

Step 5. What is your Brand Personality

Step 4. Define your Target audience

Step1. Define your Project nature

Step 6. Design the Action Plans

Value proposition and User Journey

Four keys to success

Mobile

Intimate

Social

Introduction

Background Information

Project aims & Objectives

Topic

Problem Defined

Big Idea

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Nature of business

Service/Product brand

Business Size

Brand Vision & Mission

Brand architecture

Price range

Vision

Transactional

Mission

Goal

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age

gender

occupation

income

Education

location

lifestyle

family status

marital status

Brand Message

Brand Promise

Awareness

Consideration

Informative

Findable

Ease of use/share

Three adjectives to help

Personal

Potency

Portability

Mobile sites

Offer experience that best suit the customers’ needs and circumstances

Access the information and utility

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Easy and efficient way

Responsive design

A sliver bullet solution

Solving all mobile site problem

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new experience

new way of consumer behaviors

new product

new information to consumers

Action with your browser

Mobile design principles

prioritisation of content

Links and buttons

Screen size and graphics

Reduced hierarchy

Phone integration

Mobile search

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Key areas

Search engine

Pay-per-click

Mobile advertising

categories of digital media

Banners

Expandable

Video

Interstitial

Highly interactive,creative options available

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categorise social media into 4 aspects

Collaboration

Electronic Meetings

Wikis

Conferencing/Teleconferencing

Cooperation

Ranking Sites

Social Bookmarks

Social Content

Media Sharing

Kakaotalk

Instagram

WeChat

Connection

Social Networks

Facebook

Web RSS

Mash-ups

Communication

Virtual Worlds

Blogs

Instant Messaging

Line

WeChat

Twitter

Lesson 6: Website Building

lesson2: New digital media

Lesson9 Social Media for Communication

categories of digital media

earned media

it carries far more credibility than Paid media

leveraged the context of an independent the third party speaking on a brand's behalf.

Paid media

act like a connective tissue between the brand and its constituents in social media

deliver a message to a precise target

owned media

business creative its own channel to interact with its audience

provide real value to a target audience while controlling the message

online shopping systme

Amazon

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TMALL.com

Taobao.com

digital marketing strategy

understand its online customers well

market share online

powerful value proposition online

Near field communication

Short message service (sms)

3 scenarios

Social Media Strategy And Planning Essentials

Immediate response

Planned timing

Triggered message

Building the strategy

Goals & Objectives

Strategic challenges

Context analysis

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Strategy statement

A short, concise summary of what the strategy is aiming to achieve

Set-out where you are in your social journey and where the business needs

Goals define your high-level aims and objectives

For this you need to understand your core audience (personas, profiles,and identify the customer types that you want to attract

Review

strategy needs to be flexible

Creating your social media plan

Channels + activities

Integration with other marketing

Deliverables

Timelines

Social media content schedule:

Measurement framework to be devised

Social Media Audit:

choose a proper social network to satisfy the goals of your
social strategy.

ensuring each activity has a timeframe stamped
on it

Measurement

key performance indicators (KPIs )

By Media Type

By Genre

By Device

Question blogging

Corporate blogs

Personal blogs

Types of contents

Hub Content:

Hygiene Content:

Hero Content

Entertain and inspire with emotional storytelling &amplify through ads

Regularly updated destination with well balance between products & brands

Most compelling answer to consumers’ questions

Amplify the content

Paid media

Owned media

Earned media

Content Map

Creative brief

Technology Decision

Wireframes

Page Name

Page Title

Focus Keywords

Hero Image

Hero Quote

Sidebar Imager

Sidebar Quote

Metadata

Page Description

Page Title

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Key Message

Competitors

Creative Benchmark

Design Consideration

Usability and User Experience

Look and Feel

Fonts

A Series of Images

Content Consideration

Type of Voice

Style of Photos and Videos

layout of your website.

black-and-white sketch drawings

Testing And Cross-browser Compatibility

Mobile And Apps

Domains, Hosting, Emails

Ongoing Maintenance

Forms

Content Management System

Editing Capabilities

Content Types And Fields

Functionality and integrations

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Lesson 11,12:Integrated advertising
Digital Media Campaign

Content Marketing

enabled a level of interaction and dialogue

consumers

media

marketers

used by companies

entertain

inform

educate

creating attention or causing behaviour that results in
leads, sales or advocacy

Social media

customers and prospects to communicate

+communication can result in leads, sales

-less structured and conversational

The GOAL

participation, then behavior

The GOAL

consumption, then behavior

Used By Leading Brands

educates customers instead of pitches them

there are three key reasons and
benefits for enterprises

Cost savings

Better customers who have more loyalty

Increased sales

send us information all the time

Quality content

PR

PPC

SEO

Inbound marketing

Social media marketing

Content strategy

Case Studies

IBM

adidas + The Boston Athletic Association

Intel

Apple

Lenovo

L'Oréal Paris

Samsung

Tourism Australia

Art Gallery of New South Wales

Google

Nexcare/3M

American Express

Framework

Audience

Story

Purpose

Process

Measurement

THE VALUE PROPOSITION OF THE CONTENT PRODUCT

Goals

TURNING MISSION-CRITICAL IDEALS INTO TANGIBLE RESULTS

DELIVERING THE PROMISE OF VALUE TO THOSE WHOM YOU WANT TO TAKE ACTION

PLOT IS WHAT HAPPENED, STORY IS WHY IT HAPPENED

CONTENT MARKETING IS AN ONGOING OPERATION, NOT A SHORT-TERM CAMPAIGN

MEASURING FOR MEANING, NOT MEDIOCRITY

clear view of the business goals

creation of an engaged audience,

audiences will aggregate based on the continued

will create value to an audience,

Cost-savings goals

sets the tone for your content marketing initiatives and defines your expected outcomes

Business-growth goals

Campaign goals

The internal stakeholders

Some people to help continually grow your business

no fixed narrative rules you need to follow

need to view your content through the lens of value creation, purpose, and (yes) heart.

only way to establish the trust and rapport.

to monetise the subscribed
audience that will gather around it.

determine the process,create an operational plan

A standard routing process, or workflow

Required team skills and resources

A content taxonomy

Editorial style and contributor guidelines

A channel plan, and codes of conduct

Required tools and systems for optimal productivity and efficiency

establish a system for monitoring and
reporting the results of your activities

Creativity and Design Content

easy reading

recognised the distinctive shape of the word

Readability Checklist

Use uppercase type with care

Avoid long lines of text

Give text room to breathe

Build contrast into each page

Avoid text wraps

Monitor the details

Keep subheads short

Case Studies

Priceline

Marriott

Lay’s

Visit California

Gatorade

WestJet

Purina Puppy Chow

Tourism Queensland

Lesson 10: Dynamic Media

Dynamic media and digital storytelling

Driven by content

Integrated

Process of designing

Bloom’s Taxonomy

Create: Produce new or original work

Evaluate: justify a stand or decision

Analyse : Draw connections among idea

Apply: use information in new situation

Remember: recall fact and basic concepts

Create a digital story

Step 1: owning insight- find and clarify what the stories are about

Step 2: owning emotion- decide which emotion and how to convey them to the audiences

Step 3: Find memory- identify a single moment

Step 4:see and hear story- how the use of visual and sounds

Step 5: Assemble the story- establish the overall tone

Step 6: share the story- revisit the content and determine the relevant information to include when the story is being shared

Choose platforms and software

7 breakthrough tips

Everything is going digital, outdoor ad cuts through the clutter

Don’t forget the physical

Keep focus on content

Think big

Don’t just focus on business

Utilise social media

Embrace simplicity

Billboard with interaction

Understand: explain idea and concepts

Conclusion

Social media

Incorporates the online technology and methods through which people can share their content or personal opinions swap different perspectives and insights into generally discuss the evolution of media

Text

Image and photo

Audio

Video

Website

6 types

Bookmarking site

Social news

Media sharing

Microblogging

Blog comment and forums