Online Marketing and Social Media Innovation Workshop Class for International Business Program @Rangsit University

1. Digital Marketing 4.0!
Asst.Prof.Dr. Kritsada Sriphaew
Facebook: “OnlineMar IMB326 1/2017”
Update: http://bit.ly/imb326_2017
Innovation Workshop

2. Ajarn Jay Chunsuparerk
Introduce Additional Lecturer/Mentor

3. Class Schedule Adjustment
No# Date# Detail# Assessment#
1# Aug$23$ Course$Introduction$ $
2# Aug$30$ Open$House$Content$Creation$
Marketing$Image$Workshop$
Assignment$I:$Viral$Clip$$
(10$marks)$
Assignment$II:$Story$Image$
(10$marks)$
3# Sep$6$ Assignment$I$&$II$Critiques$ Assignment$III:$Visual$
Content$(5$marks)$
4# Sep$13$ Digital$Marketing$4.0$ $
5# Sep$20$ Innovation$Workshop$ $
6# Sep$27$ Presentation$ Assignment$IV:$Innovation$
Project$Idea$(10$marks)$
7# Oct$4$ Online$Marketing$Tools$$
Social$Metrics$and$Measurement$
Digital$Marketing$Plan$
$
# Oct$11$ No$Class$ $
$

4. Class Schedule Adjustment
No# Date# Detail# Assessment#
8# Oct$18$ Content$Marketing$$ Assignment$V:$Testimonial$$
(5$marks)$
Assignment$VI:$Event$
Content$Marketing$
(10$marks)$
# Oct$25$ No$Class$ $
9# Nov$1$ Online$to$Offline$Market$ $
10# Nov$8$ Demo$Project$(Exhibition$Style)$ Final$Project$1/4$(5$marks)$
11# Nov$15$ Online$to$Practical$Market$
(International$Bear$Garden$Festival)$
Final$Project$2/4$(5$marks)$
12# Nov$16$ Online$to$Practical$Market$
(International$Bear$Garden$Festival)$
Final$Project$3/4$(5$marks)$
13# Nov$22$ Auction$Workshop$
(RIC$Rising$Star)$
$
14# Nov$29$ Project$Presentation$ Final$Project$4/4$(25$marks)$
15# Dec$6$ Project$Presentation$ Final$Paper$Exam$(10$marks)$
$

5. Internal(Evaluation!
! Assignment!I:!Viral!Clip! 10%(
! Assignment!II:!Story!Image! 10%(
! Assignment!III:!Visual!Content!! 5%(
! Assignment!IV:!Innovation!Project!Idea! 10%(
! Assignment!V:!Testimonial! 5%(
! Assignment!VI:!Event!Content!Marketing! 10%(
Final3term(Evaluation!
! Final!Project! 40%(
! Final!Paper!Exam/Attendance! 10%(
Total(Marks! 100%!
Scores
Students who did not submit any assignment, you can do it asap.
However, lecturer reserves the right to give the score regarding the
late submission, perhaps maximum score student can gain is half.

6. Digital Marketing Transformation
• Google can make more than 100 billion dollars per
year just from data driven services
“Imagination is more
important than knowledge”
-Albert Einstein

9. Marketing Challenge

10. Our Marketing Challenge
Brainstorm on possible ideas.
Brainstorming rules:
• Go for quantity – as many ideas as possible, first collect
• Encourage wild ideas – think beyond the teller and
envision the future
• Refer judgment – no yes but...
• Build on the ideas of others – follow an idea and enrich it
• Number each idea – so you are sure you have 30
• Write it down

11. Project Idea
• Social Contribution
– Information for Society (Healthcare)
– Volunteer Society (CSR)
– Public Services
– Campaign for Changing Behavior (e.g., Save
electricity, smoking in proper place, etc.)
• Product/Service
– New Item: Startup
– Existing Item with Innovative Project: Add Value to
existing product/service
(Watermelon Cup for Juice, Dollar Shave Club,
Personal Stylist)
• Application (Future Application)

12. Our Marketing Challenge
Problems it Addressed
- One Idea => One Problem
- No Problem => Discard Idea
- Idea create another problem => Discard Idea

13. Innovative Product: Flying Car

14. Innovative Product: Driverless
Car

15. Our Marketing Challenge
Let’s deliver better results by thinking 4.0
Limitations:
1. It should be(come) a project that can create
– Innovative Projects that can conclude the idea
and communicate with the others physically and digitally
within 1-3 months
– Existing products that can make it happen within 1-3 months
– Campaign to change human behavior
2. The project should be possibly launched in the timeframe
of the next 1 - 3 months, and exhibit in ‘Bear Garden’
(Nov 15-16, 2017 - 4:00pm onwards)

17. BEAR GARDEN

18. Episode 10. Inter Bear Garden
November 15-16, 2017 @Street outside Music Hall

27. Bear Garden
for Campaign

29. Khaosarn Road @Bear Garden Spirit for Thai farmer

32. What can we do in Inter Bear Garden
Sell Product with Innovative Marketing
Sell Idea to the community
Run Campaign for Marketing Purpose
Do Marketing Research for your idea
Convince Community to change behavior
Create Memorable moment with people

33. Our Marketing Challenge
Let’s deliver better results by thinking 4.0
Think User Centric
Think Different
Think Simple
Limitations:
1. It should be(come) a project that can create
– Innovative Projects that can conclude the idea
and communicate with the others physically and digitally within 1-3 months
– Existing products that can make it happen within 1-3 months
– Campaign to change human behavior
2. The project should be possibly launched in the timeframe of the next 1 - 3
months, and exhibit in ‘Bear Garden’
(Nov 15-16, 2017 - 4:00pm onwards)
10:00
minutes
30
ideas

34. Innovative Product: Flying Car

35. Innovative Product: Driverless
Car

36. Existing Product: Umm Watermelon

37. Existing Product: Local to Modern
Tung
TungHoo: (earring)

38. Campaign: Fearless Girl

39. Our Marketing Challenge
Let’s deliver better results by thinking 4.0
Select one idea that you think will be good
to reach the given requirements and will
convince the audience to agree.
Selection:
• You have 3 points – use a board marker to pinpoint your
favorite ideas (3 points)
• Discuss and evaluate these ideas – which one would be the
best
• End up with the one idea – that will be the idea you want to
go for
• Give your campaign distinctive name
5:00
minutes
1
idea

40. Our Marketing Challenge
Let’s deliver better results by thinking 4.0
Present your team’s idea to the others
(1 min for each team)
Audience:
• Please give feedback
• Play the devil’s advocate
• Enrich the idea
• Give comments where the team should focus on
20:00
minutes

41. Empathy

42. Empathy
• Sketch 3 target personas and their
characteristics out of your target groups.
10:00
minutes
3
target
personas
• List Applicable Problems of your personas that you
want to solve with your marketing campaign.
Write at least 3 significant problems under each group that they have today.
The more wicked the problem is the better your campaign will work.

43. Ideation

44. Ideate
Sketch your idea.
Sketch what kind of product/service/innovation/campaign
your will look like.
Sketch your marketing campaign
Ads, banners, social outlets, web item’s, collateral pieces,
workflow, booth presentation, both online and offline,
etc., including online channels for PR & Marketing
30:00
minutes
Idea
sketches

45. Ideate
Let’s deliver better results by thinking 4.0
Create and sketch your campaign.
• Envision and map what the campaign elements will look
like
• Who would be possible stakeholders in your campaign
• Remember to be user centric
• Sketch how the data will flow
• Sketch possible visibility
• Forecast the type volume your campaign will attract
15:00
minutes
Campaign
sketches

46. Present

47. Present
1. You should start with your idea (why it would make
the business better)
2. Show your target groups (personas) and the
mutual benefits they will get from your idea/
solution
3. List the project that you can solve those problems
including marketing campaign
4. Argue why somebody should invest in your team’s
campaign and bid for partners
3:00 minutes
each team

48. Our Marketing Challenge
Let’s deliver better results by thinking 4.0
Think User Centric
Think Different
Think Simple
Do Research
10:00
minutes
30
ideas