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

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