Presentation at 3rd Digital Destinations seminar in March 2013 at the EBC, Bournemouth University

1. Workshop three – today’s plan
Part one: Your ‘journey’ so far
Your thoughts on on-line marketing at stage one
Your thoughts now
Key words which describe its impact on your business
Part two: Your progress
Your aims and objectives
Your project and your progress
Part three: The case study and presentation of outcomes
Ideas and discussion
What to develop, what to include and how to connect with the student report

2. Workshop three
Part one: Your ‘journey’ so far
Your thoughts on on-line marketing at stage one
Your thoughts now
Key words which describe its impact on your business

3. Your journey
A digital marketing vision
How do you understand the term ‘digital marketing’? What are the benefits / costs?
Added customer value through digital marketing
How do you add value through your online presence?
Customer insight
How clear is your view of your audience(s)?
Small business versus larger business
How does digital marketing differ by size of organisation?
Network and industry
What are the network effects of the project? How important is the role of your IT
partner? What is the state of digital marketing overall in your industry?

4. Workshop three
Part two: Your progress
Your aims and objectives
Your project and your progress

6. Smart Insights

7. Developing the strategy
Situation: where are we now?
Objectives: where do we want
to be?
Strategy: how do we get there?
Tactics: how exactly do we get
there?
Action: what is our plan?
Control: did we get there?

8. Workshop three
Part three: The case study and presentation of outcomes
Ideas and discussion
What to develop, what to include and how to connect with the student report

10. Workshop three
http://www.youtube.com/watch?v=hzlxwrSmgeU&feature=youtu.be
http://www.youtube.com/watch?v=tTUOB8954KY&feature=youtu.be

11. Developing the case study
http://getconcentric.com/portfolio/gerber#
http://pinterest.com/pin/265642077992950233/

13. Developing the case study
Background/summary
Background to your business and objectives in terms of on-line marketing.
Context – set the scene
Area of focus/problem:
Describe your objectives, what you needed to do and any challenges you faced.
What were you trying to achieve?
Action/tactics:
What did you do? What action did you take? What was the plan?
Who did what?

14. Developing the case study
Outcome/return:
What was the result? The impact? What was the outcome?
Learning: What did you learn? What experiences can you share?
What would you do differently in future? Or what has this made you do differently?
Next steps: What are you going to do now?
Also consider
-Images
-Video and infographics
-Screen grabs
-Lessons learned
-Magic moments (testimonials and quotes)

15. Developing the case study
Give it value – relevant information (start, middle, end)
-How you solved a problem that other businesses may be facing
Find the unique angle and tell an actual story
-What makes it special?
-Where were the impacts?
Help the reader see themselves in the story
-Best practice
-Shared learning