Introduction to Digital Marketing @ WeWork Labs

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This is the presentation deck I used to teach WeWork Labs Dumbo members about digital marketing. It's a 1-hour long presentation to provide a comprehensive overview of the channels, example tactics, and tips/tricks.

Business

TWITTER / INSTAGRAM: @CHANGAHROO
WEWORK LABS
INTRO TO DIGITAL MARKETING

WEWORK LABS - INTRO TO DIGITAL MARKETING
AGENDA
‣ Intro + Framework
‣ Deep Dive
‣ Q&A
TWITTER / INSTAGRAM: @CHANGAHROO

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
JONCHANG.CO/CONTENT

Social Media Marketing and Analytics
TWITTER / INSTAGRAM:  
@CHANGAHROO
LINKEDIN:  
IN/JONCHANGNY
INSTAGRAM:  
@LUCYANDTHEBALL

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
WHAT IS DIGITAL MARKETING?
¯_(ツ)_/¯

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO source: Socialnomics 2017

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
TIME
MARKETING
NEEDS
1st Growth Hire
Head of Marketing
CMO

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
Retargeting
Conversion Probability
Prospect
Quality
Display
Email
Search
Social Media

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
DISCOVERY SEARCH

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
Search
First Touch
YourSite.com
Discovery
Retargeting
Last Touch
Purchase
AWARENESS CONSIDERATION EVALUATION
Nurture

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
SEARCH

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
SEO IS ORGANIC
SEM IS PAID

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
WEBSITE
NEWS
IMAGES
WIKIPEDIA
SOCIAL

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
LOCATION
REVIEWS
LISTS

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
CONTENT

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
SOCIAL

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
ORGANIC PAID

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
Keys to  
user success!

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
Empower your
employees
#IamIntel
Internal training:
‣ Social Practitioner program
‣ Digital influencers
‣ Information Security

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
65,000
130,000
195,000
260,000
JAN MARCH MAY JULY AUGUST SEPT
40M+ TRAVEL CONVERSATIONS

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
EMAIL +
ENGAGEMENT

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
LEAD GEN
PROMOTIONAL
CAN BE PERSONALIZED
GREAT FOR E-COMMERCE OR SALES-DRIVEN
COMPANY
NEWSLETTERS
BRANDED
LESS PERSONALIZED
PREDICTABLE CADENCE
GREAT FOR CONTENT-FOCUSED BUSINESSES
CONTENT
SIMILAR TO NEWSLETTERS, GREAT FOR
SHOWCASING CONTENT. NOT MEANT FOR
SELLING, GREAT FOR TOP-OF-FUNNEL
TRANSACTIONAL
TRIGGERED BY ACTION/INACTION
USED FOR WELCOME, THANK YOU,
CONFIRMATION
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
A
NOTE
ON
BRANDING
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
NEWS
LETTERS
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
LEAD GEN
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
CONT-ENT
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
TRANS-
ACTIONAL
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
‣ We ran an acquisition campaign to bring in new users
‣ Great Success! 9,700 new users! And ~14,000 applicants total.
‣ Now….how can we engage them and convert them into leads?
The Setup & Game Plan
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
• Coding Courses
• Business Courses
• Design Courses
SOURCE: BRIANNA PLAZA

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
ANALYTICS

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO https://youtu.be/Eh00PoR76NY?t=4m35s

WEWORK LABS - INTRO TO DIGITAL MARKETING
TWITTER / INSTAGRAM: @CHANGAHROO
CONTENT = KING
DISTRIBUTION = QUEEN
CONTENT + DISTRIBUTION = CONTEXT

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Introduction to Digital Marketing @ WeWork Labs

1. TWITTER / INSTAGRAM: @CHANGAHROO WEWORK LABS INTRO TO DIGITAL MARKETING

2. WEWORK LABS - INTRO TO DIGITAL MARKETING AGENDA ‣ Intro + Framework ‣ Deep Dive ‣ Q&A TWITTER / INSTAGRAM: @CHANGAHROO

3. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO JONCHANG.CO/CONTENT

4. Social Media Marketing and Analytics TWITTER / INSTAGRAM:   @CHANGAHROO LINKEDIN:   IN/JONCHANGNY INSTAGRAM:   @LUCYANDTHEBALL

5. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO WHAT IS DIGITAL MARKETING? ¯_(ツ)_/¯

6. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO source: Socialnomics 2017

7. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

8. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO TIME MARKETING NEEDS 1st Growth Hire Head of Marketing CMO

9. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO HIGH PROSPECT QUALITY How well does this user know my brand? HIGH CONVERSION PROBABILITY How likely is this user to convert?

10. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO Retargeting Conversion Probability Prospect Quality Display Email Search Social Media

11. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO DISCOVERY SEARCH

12. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO DISCOVERY SEARCH

13. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

14. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

15. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

16. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO Search First Touch YourSite.com Discovery Retargeting Last Touch Purchase AWARENESS CONSIDERATION EVALUATION Nurture

17. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO SEARCH

18.

19. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO SEO IS ORGANIC SEM IS PAID

20. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

21. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO WEBSITE NEWS IMAGES WIKIPEDIA SOCIAL

22. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO LOCATION REVIEWS LISTS

23. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO CONTENT

24. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

25. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

26. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

27. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

28. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

29. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO SOCIAL

30. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO ORGANIC PAID

31. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

32. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

33. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

34. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO Keys to   user success!

35. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO Empower your employees #IamIntel Internal training: ‣ Social Practitioner program ‣ Digital influencers ‣ Information Security

36. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO 65,000 130,000 195,000 260,000 JAN MARCH MAY JULY AUGUST SEPT 40M+ TRAVEL CONVERSATIONS

37. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

38. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

39. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

40. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO EMAIL + ENGAGEMENT

41. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO LEAD GEN PROMOTIONAL CAN BE PERSONALIZED GREAT FOR E-COMMERCE OR SALES-DRIVEN COMPANY NEWSLETTERS BRANDED LESS PERSONALIZED PREDICTABLE CADENCE GREAT FOR CONTENT-FOCUSED BUSINESSES CONTENT SIMILAR TO NEWSLETTERS, GREAT FOR SHOWCASING CONTENT. NOT MEANT FOR SELLING, GREAT FOR TOP-OF-FUNNEL TRANSACTIONAL TRIGGERED BY ACTION/INACTION USED FOR WELCOME, THANK YOU, CONFIRMATION SOURCE: BRIANNA PLAZA

42. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO A NOTE ON BRANDING SOURCE: BRIANNA PLAZA

43. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO NEWS LETTERS SOURCE: BRIANNA PLAZA

44. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO LEAD GEN SOURCE: BRIANNA PLAZA

45. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO CONT-ENT SOURCE: BRIANNA PLAZA

46. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO TRANS- ACTIONAL SOURCE: BRIANNA PLAZA

47. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO Types of drip campaigns: ‣ On-boarding - used to welcomes someone to a brand ‣ Alumni off-boarding ‣ Reengagement - used to engage cold emails ‣ Life cycle - used to keep current/past customers engaged ‣ Activation - used to activate a custom group of users What is a Drip Campaign? A triggered series of emails that are sent to users on a pre-determined schedule. Pro tips: ‣Don’t wait to onboard ‣Don’t want too long between emails ‣Exclude reengagement group from regular emails ‣Check on other companies SOURCE: BRIANNA PLAZA

48. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO SOURCE: BRIANNA PLAZA

49. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO ‣ We ran an acquisition campaign to bring in new users ‣ Great Success! 9,700 new users! And ~14,000 applicants total. ‣ Now….how can we engage them and convert them into leads? The Setup & Game Plan SOURCE: BRIANNA PLAZA

50. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO SOURCE: BRIANNA PLAZA

51. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO • Coding Courses • Business Courses • Design Courses SOURCE: BRIANNA PLAZA

52. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO SOURCE: BRIANNA PLAZA

53. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO ANALYTICS

54. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO

55. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO https://youtu.be/Eh00PoR76NY?t=4m35s

56. WEWORK LABS - INTRO TO DIGITAL MARKETING TWITTER / INSTAGRAM: @CHANGAHROO CONTENT = KING DISTRIBUTION = QUEEN CONTENT + DISTRIBUTION = CONTEXT

57. Q&A

Introduction to Digital Marketing @ WeWork Labs

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Introduction to Digital Marketing @ WeWork Labs