CORE VALUESPEOPLE BEFORE THEMACHINE.While we value powerful ideas and innovative startups, the lifeblood ofany community is the individuals involved. We believe in empathy andreciprocity — and that community can enable individual pursuits.
CORE VALUESLEARNING BY DOING.We believe that self-actualization is gained through applied, hands- onexperience. We are here not to seek or to hope for the future, butactively construct it with our hands. If we get it wrong, we modify andtry again; real progress only comes through reflection and relentlessiteration.
CORE VALUESJOURNEY OVERDESTINATION.General Assembly is about the shared experience of fellow builderstaking risks — about embracing failure as much as success. When greatcompanies fail, they’re gone forever. When great people fail, they learnfrom their experiences and go on to pursue new ventures with a greaterchance of success.
INTRODUCTIONS 9JAY 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.
DIGITAL BRAND STRATEGY 12YOU’LL BE ABLE TO… • Target the right audience for your companys brand • Develop your brand’s voice, story, and community • Create engaging and high-impact multi-channel content • Plan and pitch a digital campaign
DIGITAL BRAND STRATEGY SYLLABUS 13UNIT 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
DIGITAL BRAND STRATEGY SYLLABUS 14UNIT 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
DIGITAL BRAND STRATEGY SYLLABUS 15UNIT 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
DIGITAL BRAND STRATEGY SYLLABUS 16UNIT 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
INTRODUCTIONSWHAT DOES IT MEAN TOBE A GA STUDENT?
GA STUDENT PERKS 18COMMUNITY • Global network • Strong, diverse community • High quality curriculum • Practical skills • Continuing resources