SAWI - Relations Publiques - Session 1 - Digital Communications

1. Digital Communications
Yan Luong

2. Agenda
• Digital Landscape
• Content Marketing
• Website Development
• Search Engine Optimization
• Search Engine Advertising
• Social Media Management
• Influencer Marketing

3. THE LANDSCAPE

8. CONTENT MARKETING

9. Content marketing is a
strategic marketing approach focused on
creating and distributing valuable, relevant,
and consistent content to attract and retain
a clearly-defined audience — and,
ultimately, to drive (profitable) customer
action.

12. WEBSITE DEVELOPMENT

14. Responsive web design (RWD) is an
approach to web design aimed at crafting sites
to provide an optimal viewing experience—
easy reading and navigation with a minimum of
resizing, panning, and scrolling—across a wide
range of devices (from desktop computer
monitors to mobile phones).

15. SEARCH ENGINES

17. SEARCH ENGINE OPTIMIZATION

18. Search Engine Optimization is the process
of maximizing the number of visitors to a
particular website by ensuring that the site
appears high on the list of results returned
by a search engine.

20. SOCIAL MEDIA MARKETING

21. Social media marketing refers to the
process of gaining traffic or attention
through social media sites.

24. @yan_luong

28. @yan_luong

31. INFLUENCER MARKETING

34. ONLINE ADVERTISING

39. DIGITAL MARKETING CAMPAIGN
MANAGEMENT

40. Objectives
KPI’s
Persona
User journey
Call-to-action
Reporting
Local, regional, global
Short-term, mid-term, long-term
Quantity, quality, both
Priority
What
Who
How many
Why
How
Where
When
Multi-channel data sources
(Google, facebook, Twitter, Youtube)
Direct links with objectives
Learning curve, best practice
Campaign team & budget