The document outlines a digital marketing short course focusing on strategies for enhancing e-commerce sales, promoting ventures, and leveraging online networks effectively. Key elements include brand strategy, targeted marketing campaigns, the development of a user-friendly online platform, and the integration of social media for increased engagement. It emphasizes the importance of maintaining a credible online presence while providing professional creatives with opportunities to connect and collaborate.

1. March 27, 2013
Digital Marketing Short Course
Natasha Williams
Rosemary McAlonan
Bruno Iambreghi
Simon Jeynes
Anastasia Hrasko
The creative business community ...

2. Agenda
Introduction
Situation
Strategy

3. Stay in touch with other community members:
companies, partners and clients
Exploit business and partnership opportunities both in
your country and abroad
Promote your venture and sell your products and
services
Hire and Employ... and much more
Our Concept

4. The business idea at a glance
The Online Service The Targeted Market
The Competitors The Innovation
• Stay in touch with other community members:
companies, partners and clients
• Exploit business and partnership
opportunities both in your country and abroad
• Promote your venture and sell your products
and services
• Hire product testers... and much more
•Professional creatives (photography,
fashion style, music, video, cameraman,
model, assistance)
• Easy Network development thanks to
other people’s testimonies
• Online offer of a “real life“ business
relationship experience
• Reputation via supervision
• Scouting of the best talents
• Open network
• Immediate (information)
• Content User Generated feedbacks
• Professional creatives’ ranking by price,
quality and references/testimonies
• Peopleperhour
• Dreamstake
• Linkedin
• Google +
• Facebook
• Personal Network
Risks Maintaining and moderating the network
lengthy: time consuming, loss of credibility and
higher costs of the service

5. Objective (sorted by
relevance)
Specification
Measure
(KPI)
Attainability How Timing
Develop
e-commerce Sales
Increase online
sales via the
SocialHook
portal
Incremental
Sales Volume
Popularity, ease
of use, location
based, trust
thrugh
recommendation
Pay per lead
Monthly
Report
Generate Leads (for
our customers)
Increase the
number of
prospects
Incremental
Leads Volume
Increase traffic
plus User profle
gathering
Draw traffic
to a
particular
online
resource
Monthly
Report
Draw traffic to a
particular online
resource
Increase the
number of
visitors
Incremental
Traffic Volume
SM Channels
Understand
Client needs
Monthly
Report
Understand client
needs
Analyze needs
and purchase
behaviour
Segment
Coherency
Market
Segmentation
Market
Analysis
Monthly
Report
To increase revenue means increasing the
customer base via a clear and easy to use
service

6. The Digital Universe Around The Business
E-Mail Marketing
Blogs
Affliation
SEO
Offline Events
Facebook
Are people focusing on
what we wanted them to
focus on?
Google Analytics
Real Time Analytics
Click Trough Analysis
…
App
Multiscreen

7. Agenda
Introduction
Situation
Strategy

8. A solid structure behind an intuitive webpage
 Photography  Fashion  ...
Photo
Posts/Testimonies
Services offered Clients’ List:
...
...
...
....
1 minute video
pitch
Contact Details
...
...
...
....
Photo
Posts/Testimonies
Services offered Clients’ List:
...
...
...
....
1 minute video
pitch
Contact Details
...
...
...
....
1
2
...
 ...
Revenues are based on
Advertising/Affiliation and
Commissions
Rankingbyprice,quality,reference
Categories

9. Lead
Generation
Techincal strategy
Online mostly and websites advertise
Create banners for advertising
Advertse Job sites
Advertise Workshops
Seo section
Campaign and advertising
Pin board - pin flyers in different
locations
Professional
Potential Costumers
The process of creating Leads ...

10. Brand
Awareness
Logo and website
Clear professional represent the brand
consistent branding
Colour repetition
Colour coded
Cross branding for social sites
Recognisable
... With the help of a unique Brand image

11. http://socialhook.wordpress.com
Your Advanced Digital
Business Card

12. Agenda
Introduction
Situation
Strategy

13. Targeting and Segmentation and Positioning
Segmentation and users:
Our Online Users and demographics
Micro targeting, online banners on websites.
Our Other Users
Integrate these users through marketing off-line marketing campaigns but would provide
links online through QR codes and website links
Positioning:
Value through our service.
Our aim would be reinforce our core values, as a competitor in the marketplace. We
would provide transparent information on our company through an “About us” Section
and “Our Team”. You can each get in touch with the team and you can view our about
sections. To enforce our credinbility through the website. this we moderate all posts and
verify the information, monitor all the posts and follow up with the users and business.
We also post on our page success stories and follow up section. Users can share their
latest news.
Marketing mix:
Product, Price, Promotion and Place. Online product would also include mentoring and
workshop scheme on a pay per use.
Brand Strategy

14. Brand Strategy
Segmentation:
Groups of users:
Established Professionals and
Businesses VS Emerging Creatives or
Freelancers
Age / Education 18- 60
Currently in work
Positioning
Online, Street Campaigns
Consultation
Services
Advertising
Per Lead
Per Job
Per Business
Online, Micro Targeted,
Locational targeted.
Targeting
Demographic and
locational based

15. Brand Reinforcement and Logo
As a brand out aesthetic would be ‘Credibility and Trust’ in our services. Our aesthetics
would be to have a clear and professional logo to represent the brand aimed at creative
professionals. We would use consistent branding as well as colour scheme for use across
different platforms and social sites.
With aims to reinforce a recognizable branding through colour and logo type.
Colour schemes: Blue, Green and Pink - Eye catching and social colors
Brand Strategy

16. Online Representation:
One dedicated Website accessible on Mobile, Tablet and Desktop. Our main would be
optimized for desktop and mobile users, we envisage business’s to use desktop and would
want access to services. Mobile users would be geared towards viewing the latests
opportunities. The app would allow users to be able to search to posts and opportunities
and allow users to post jobs and have a geo-locational map to see where each post is and
what the business area is.
OVP: online value proposition
Online Reach / Engage with the audience
Brand Strategy

17. Mobile App
Brand Strategy
Features:
Reminders by location
Geo-tagging
Check-in for Jobs

18. Content and Engagement:
Aim encourage users to join the site, and reach out to a larger audience. Emphasis on
Registration page and our members section. Reinforce engagement through our
regularly updated members and opportunities sections which would encourage users to
return to check latest opportunities. RSS and Share buttons to distribute content between
sites.
Aimed at Employees and freelancers. Users would be business and website users.
Brand Strategy

19. Social Channels
Social Channels, Partner up on Linked in, Twitter, Facebook. Each Page has links to
share posts and content.
Brand Strategy

20. Digital Channel Acquisition Strategy:
Conversion Strategy
Retention Strategy
Moderators, constant interactions. monitoring customer insights and usage of the site and
statistics.
Ongoing campaigns, Free sign up offer.
Data Strategy:
RSS Feeds which would give users the ability to view the latest posts and content. These
could also be plugged into different sites
Multichannel Integration Strategy:
Website would be main portal. with to the side the latest tweets. All posts would have a
share and like buttons which would intergrate content.
Social Media Strategy:
Join up to twitter, share content posts 5x daily. Covering topics for business
Marketing Governance:
Brand Strategy

21. How many consultants
How many people would the website include
How many would we start with and then aim to have,
start with 20 or 100?
How many areas or categories would be have?
Photography
Demographics
Our Next Steps?