|
9.00 |
Introduction |
Roles, objectives for day, agenda |
|
9.15 |
Case study set up |
What are your objectives, issues,
targets, barriers to
success |
|
9.35 |
How the world is
changing |
Web 2.0, changing user behaviours |
|
9.50 |
The old rules still
apply |
Targeting, measurement, messaging
frameworks,
propositions |
|
10.05 |
Relationship
marketing
principles |
4 stage process (acquire, participate,
engage, share)
Old Rules – New Tools |
|
10.35 |
Where are you now ? |
|
10.50 |
Break |
|
11.05 |
Search |
SEO & SEM – key learnings, strategies,
tips |
|
11.20 |
How search engines work |
|
11.30 |
Exercise – Search terms |
|
11.45 |
Digital Channels:
Viral
Email
Podcasting
Mobile |
How to use each one
Case studies & best practice examples |
|
Brainstorming ideas for tactical digital
channels |
|
12.30 |
Lunch |
|
13.30 |
Blogging |
Writing a blog
Influencing bloggers |
|
14.00 |
Exercise – How will you use blogging |
|
14.20 |
Communities & Social Networks |
Developing a community strategy
Measurement
Social networks |
|
14.50 |
Exercise – How can we use communities for your audience
What are the key communities |
|
15.30 |
Break |
|
16.00 |
Digital planning exercise |
Exercise – Create a programme using all you have learned for a specific audience |
|
16.45 |
Wrap Up |
Review session objectives, admin
Conclusions |
|
17.00 |
Finish |
