1. No category

The Digital Marketing Plan
Week 1
Enabling Objectives:





Describe the current digital landscape
Develop sound digital campaign objectives
Profile the digital audience through consumer profiling and customer journey mapping
Determine the appropriate digital channels/platforms/tools to use for a specific campaigns
based on digital audience profile
Apply the 4-step Digital Marketing Plan Framework in a sample situation
Physical Classroom Session
Plus: Online Course Content
Current Digital Landscape in
the Philippines
Developing the Right Mindset:
What has changed because of
digital?
Impact and Significance of
Digital in Today's Marketing
Introduction to Digital Marketing

Case studies
The Skills and Mindset of a
Digital Marketer





Digital Channels Overview






Marketing background
Customer experience
Actionable insighting





Identifying the campaign
objectives
Customer profiling
o Persona creation
o Identifying the
painpoints
Paid media
Owned media
Earned media
Digital Marketing Framework

Overview of 4-step Digital
Marketing Framework
Planning the Platform
Evolution of marketing
What is digital marketing?
The 4 P's of marketing
The digital marketer
The key players
Planning the platform
Creating the platform
Publicizing the platform
Analysis and optimization
Jos Ortega
Chairman and CEO at Havas
Media Ortega
Chairman and Founder at
BrandLab
Adjuct Professor at Asian Institute
of Mangement
Previously held
positions:
CEO at JWT Manila
Vice Chairman at BBDO Guerrero
Ortega
Strategic Planning Director at
Ogilvy & Mather
Digital Marketing Plan Samples
Terminologies
Trends
Albet Buddahim
Digital Group Director at IPG
Mediabrands Philippines

Previously held
positions:
Digital storytelling:
Creating stories for
target personas
Department Head of Digital
Channel and Business
Development, AVON Philippines
Digital Director, ZenithOptimedia
Philippines
Creating the Platform


Customer journey map
The big idea: How does
one come up with such?
Publicizing the Platform


Paid, owned, and earned
media
Channel mix
Analysis and Optimization

Conversion funnel
What Works in Websites
Week 1
Enabling Objectives:



Name the website development process
Determine website goals aligned with business objectives and target audience
Describe the general and specific structure of a website
Physical Classroom Session
Plus: Online Course Content
Types of Websites
Introduction

How each type can play
a role for brands and
businesses


Planning the Website
Planning for your Website


Creating objectives for
website creation
Parts of a website
Types of Website
Considerations before site
creation
Jeff Saez

The basics of
wireframing

Creating the Website
Website Design






Choosing the right domain
Web design and
usability principles:
Guidelines
Pitfalls of user
experience
Basic graphic design
techniques
Copywriting
Website conversion
funnel

Structure
Website design
Managing Director of NuWorks
Interactive Labs, Inc.
One of the 9th Mansmith young
Market Masters Awardees for
2014 in Entrepreneurial
Marketing Category
A/B Testing

Checklist: What to test
Email Marketing
Week 1
Enabling Objectives:






Enumerate the essential parts of an email marketing copy
Expain various best practices in email design
Create eye-catching subject lines for emails
Identify spam words that affect email deliverability
Explain principles on readability
Apply the A/B testing checklist for emails
Physical Classroom Session
The Anatomy of an Ideal EDM

The essential parts of an email
Best Practices for Email Design


Layout
Color scheme
Matthew Edmunds
DataOne Asia

Pitfalls of email design
Improving your Open Rate

Previously held positions:
Country Manager (Philippines) ETP International
Best practices for an effective subject line
Deliverability

Avoid being tagged as spam
Activity: Critique of a Sample Email
Readability and Conversion


Choosing the best copy
Picking the best images (Meta-tagging)
A/B Testing

Checklist: What to Test
Paid Online Advertising and SEO
Week 2
Enabling Objectives:



Identify the types of advertising that are used online and how they are done
Compare and contrast display and search advertising in terms of targeting audience, rates,
and metrics
Determine the appropriate targeting methods based on consumers behavior
Physical Classroom Session
Overview and Trends Happening



Search
Display
Video
Denise Haak Luchangco
Agency Relations at Google
Prior to joining Google, Denise
has cultivated client partnerships
in MRM, Publicis JimenezBasic,
Bates 141and Ogilvy, and brands
such as Coca-Cola, Uniliever,
Nestle, L'Oreal, Kimberly-Clark,
Pfizer, Johnson & Johnson,
Motorola, Jollibee, Globe Telecom,
Ayala Land, NutriAsia, Unilab, and
San Miguel
All About Google AdWords and SEM
Effectively Promote Your Brand in Google AdWords



Choosing the right keywords
Targeting: Writing targeted ads
Measure, track, analyze
Search Engine Marketing


Tips and strategies for PPC advertising
Pros and cons of PPC advertising
Jimson Gow
Associate Account Strategist at
Google
Previously held position:
Digital Marketing Optimizer at
Hatchd Philippines
Deep Dive into YouTube for Advertisers
TruView: How to Manage each Video Ad Unit




Instream
Inslate
InDisplay
CTA Overlay Ad
Mastheads


Why buy a YouTube Masthead?
How does a YouTube Masthead work?
Annotations
Jolly Estaris
Account Manager at Google
Previously held position:
Assistant Brand Manager at
Proctor & Gamble for Mr. Clean
Philippines


Why use YouTube Annotations?
In what kind of campaigns do you YouTube Annotations?
Video Content Marketing


Key steps in creating a strong call to action video converting
your viewers into buyers
o Impact
o Effect
o Time cost
o Optimization
Fundamentals in creating content people will love
o Shareable
o Collaboration
Search Engine Optimization


Content and search engine quality factors
o Content quality
o Content research/Keyword research
o Content words/Use of keywords
o Content engagement
o Content freshness
Link building and ranking in search engines
Facebook Ads



Types of paid Facebook ads
Targeting your audience
Adsets: Creating your budget
Display Strategies
Enabling Objectives:


Define various display advertising strategies
Explain how each display strategy works
Jimmy Cassells
Managing Director, Spiralytics
Manila
Previously held
positions:
Manufacturing Planning
Manager,at Cypress
Semiconductor
VP for Business Development &
Sales at OneWorld Connections
Week 2


Match various strategies according to their typical objectives
Identify the advantages and disadvantages of each display strategy
Physical Classroom Sessions
Plus: Online Course Content
Reservation Buying
Programmatic Buying
Ad Exchanges
Cookie-based targeting
Remarketing
Trading Desk
Real-time Bidding
Introduction to Online Advertising

Who are the key players?
Types of Advertising


Display ads
Search ads
Targeting your Audience

Targeting methods
Rates and Buying Methods

Platforms
Metrics
Cynthia Dayco
Head of Interaction
MEC Interaction
Previously held
positions:
Head of Digital in GroupM
Philippines
PR & Publication Consultant for
Manila Polo Club
Editor for Adobo Magazine from
2006-2010
Creative Director and VicePresident at JWT
Ecommerce
Enabling Objectives:





Explain how commerce was changed by digital media
Debunk myths that permeate ecommerce as a growing industry
Map existing businesses according to business model and revenue model
Illustrate the order flow diagram of ecommerce
Identify the pillar principles of ecommerce
Physical Classroom Session
Plus: Online Course Content
The Nature of eCommerce
Shifting Sands of ECommerce
Week 2
Models for Business




Business models
Revenue models
Synthesis
Orderflow Diagram

Models for Business








Placing an order
Order processing
Fulfillment
After sales
Cancellation practices
Sourcing
Pillar Principles








Selection
Pricing
Availability
Customer service
Business models
Revenue models
Synthesis
Elements for Success


Common issues/mistakes
Top 5 myths



Brand purpose
Value proposition
Benefits and risks
Creating the platform
Wireframing
Usability
Measurement
Order flow diagram
Pillar Principles




Ray Alimurung
CEO
aCommerce
Previously held
positions:
VP for Business Development at
Citadel Holidings Inc.
VP Business Development &
Operations at Lazada Philippines
COO at Digital Paradise Inc.
Senior Vendor Manager &
Product Manager at Amazon.com
Project Manager at Sykes
Enterprises
Selection
Pricing
Availability
Customer service
Social Media Marketing 101
Week 3
Enabling Objectives:



Determine brand's identity and personality
Express the brand's social media voice and tone through the content plan
Identify the various considerations, techniques, and approaches in creating cohesive and
engaging content plan for your social media platforms
Physical Classroom Session
Plus: Online Course Content
Trends of Social Media in 2015
Introduction to Social Media

What marketers should
look out for in social
media
Why Use Social Media for
Brands and Businesses

What businesses can do
with social media (Case
studies)
Key Social Media Marketing
Concepts



Effective social content
Engagement
Social listening
Social Media Platforms
Framework





Facebook
Twitter
YouTube
Google+
LinkedIn
Developing Brand Personality
and Brand Voice



Personality
Tone
Voice
Operationalizing the Social
Media Campaign




Social calendar
Tasks/roles of the social
media team
Engagement plan
Conversation loop


Principles of social media
Importance of social media
for your brand
Planning the Social Media
Platform



Business purpose and
SMM objectives
Understanding the
audience
Identifying the brand voice
and the campaign's big
idea
Creating the Social Media
Platform


Understanding social
media spaces
Publicizing the platform
Social Listening
Trends in Social Media
Jason Cruz
Social Products Director of MRM
Worldwide Manila
McCAnn Worldgroup Philippines
Previously held
positions:
Community Management
Director at MRM Worldwide
Senior Writer at
WhenInManila.com
Campus Sustainability at DLSU
Special Assistant to the President
at DLSU
Social Media Marketing 102
Week 3
Enabling Objectives:





Select suitable monitoring tools for a social media ad
Determine key social media metrics that would indicate a campaign's success
Distinguish the paid, owned, and earned facets of social media
Determine the considerations in running paid social media ads
Identify appropriate actions to be able to build online communities for a branch
Physical Classroom Session
Plus: Online Course Content
Building and Online
Community
Social Media Marketing Analytics




How do we start
building our online
communities?
RVAPS framework
The ideal community
manager
o Roles and tasks
o Skill
requirements
Social Media Crisis
Management



The Social Media
Guidebook/Social Media
Policy
Crisis escalation
flowchart
Strategies for
addressing crises
o Prevention (i.e.
listening,
information
dissemination)
o Containment
o Treatment



Social media monitoring
and listening
Social media measurement
framework
Sentiment analysis
Analysis tools
POEM Aspect of Social Media
Cultivating the Community



RVAPS framework
Ambassador building
Online communities for
brands
Online Reputation Management


Good social reputation
maintenance
Handling social media
Dr. Donald Patrick Lim
MBA, DBA, CDM ( Asia Pacific), CE,
CeMC
Chief Digital Officer at ABS-CBN
Broadcasting Corporation
Previously held
positions:
Chief Innovation Officer of
McCann Worldgroup Philippines
Managing Director at McCann
Former President and CEO of
Yehey! Corporation
ECRM
Week 3
Physical: Classroom Session
Plus: Online Course Content
State of ECRM and Loyalty
Marketing in the Philippines
Goals of ECRM
Challenges in ECRM
Customer Segmentation
Key Components of ECRM
Power of Loyalty Programs
SoLoMo
Introduction


Defining CRM
Different facets of CRM
Setting Proper KPIs
Building Loyalty






Loyalty marketing
Types of loyalty
Loyalty objectives
Loyalty programs
Drivers to an effective
loyalty campaign
Loyalty program design
and implementation
checklist
Best Practices


Jim Griffin
Founder of Lassu Loyalty
Jim has extensive background in
business process and customer
service outsourcing.
Certified regional trainer and
consultant for COPC.
Founding chairman of the
Philippine Quality Council, part of
the Busines Processing
Association of the Philippines
Data acquisition
Database management
Building Strong Customer
Relationships


Reward strategies
Communications strategies
Mobile Marketing
Week 4
Enabling Objectives:





Determine the need to move into mobile
Describe the current global and local moblie markets
Choose the best mobile touch points for particular cases
Identify the advantages and challenges of specific mobile marketing channels
Use the proposed format for creating a digital marketing plan
Physical Classroom Session
Plus: Online Course Content
Mobile Consumer Behavior
Landscape in the Philippines
Overview of the Mobile
Marketing Ecosystem
Mobile in Society
Where We Are




Mobile ad
networks/publishers
Mobile development
companies
The role of TELCOs in
the ecosystem
App marketing
companies
Revisiting the Consumer
Journey with an Emphasis on
Mobile
Mobile Marketing Best
Practices in the Philippines

Mobile landscapes across
countries
What Has Been Done

Cases from MMA 2013
Mobile Channels






JV Rufino
Director for Mobile - Inquirer
Group
SMS
Voice
Mobile website
Mobile apps
Mobile social
Location-based marketing
Revisiting the Consumer
Journey with an Emphasis on
Mobile
Creating for Mobile


Mobile website design
o Responsive
o Mobile optimized
Integrating mobile
functions into social
media
o Location-based
Trish Elamparo
Former Marketing Manager
at Mobext
Specialist in the field of content


social
o Social media
apps
Above-the-Line and
Mobile integration
Mobile apps: Guidelines
for creating and
engaging mobile app
marketing, research, and events.
Also served as the Content Editor
of Marketing Unwired, Mobext's
company news blog for Asia
Pacific
Previously held
positions:
Managing Editor for Brand
Extensions of Hinge Inquirer
Publications
Activity: Designing your Mobile
App/Website
Mobile Marketing Best
Practices Applicable to the
Phils.

Editorial Coordinator/Senior
Writer for Adobo Magazine
Case studies
Analytics 101
Week 4
Enabling Objectives:



Define the terms concerning digital analytics
Explain the importance of data in informing decisions
Identify the appropriate metrics for defined objectives and key performance indicators
Physical Classroom Session
Plus: Online Course Content
Overview of Today's Digital
Measurement Landscape
Analytics 101

How to overcome
common roadblocks in
Digital Analytics
Description of Key Digital
Measurement Concepts,
Terminology, and Analysis
Techniques

Definition of terms used
Importance of Data
Measuring your Campaigns
Steps in Aligning Objectives with
Measures
The Big Metric Grocery




Search
Display
Website
Email
Peach Natividad
Digital Strategy Director at
McCann Worldgroup
Previously held
positions:


in digital analytics
A day in the life of a
data analyts: What skills
are best to have?
Aligning campaign
objectives to KPIs and
metrics
Building an Effective
Measurement Plan



Traffic and time on page
Measuring referral
traffic
Measuring downloads
Best Practices for Collecting
Actionable Data




Understanding your
account structure
Setting up basic filters
Setting up goals and
ecommerce
Collecting campaign
data


ECRM
Social Media
Deriving Insights
Analytics 102
Head of Digital Planning and
Analytics at Tribal DDB
Digital Strategist at OgilvyOne
Digital Channel Strategist at
Neo@Ogilvy
Account Manager at OgilvyOne
Business Analyst at Mitchell
Madison Group
Basic Statistics



Descriptive
Relational
Predictive
Statistics Primer


Foundations of marketing
analytics
Data analytics process
Gathering Data

Pre-processing data
Measures of Central Tendency
and Dispersion
Measures of Dispersion




Range
Interquartile range
Variance
Standard variation
Relationships and Causality
Between Variables

Measures of association
Benjamin "Benj" Espina
Performance Planning Director
Tribal DDB
Previously held
positions:
Head of Analytics at NetBooster
Asia
Consultant at The Asia
Foundation
International News Section Editor
at Vibal Publishing House