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Digital Marketing

This event is over.
When
Begins:Monday, December 3, 2012 at 8:30am
Ends:Monday, December 3, 2012 at 5:00pm
Where

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Harry J. Gold

Harry Gold is the founder and chief executive officer of Overdrive Interactive, an award-winning digital marketing firm in Boston.  His primary mission is to create innovative online marketing programs and to share the strategies and tactics behind those programs.  Overdrive serves leading brands including Harley-Davidson, Samsonite, General Electric, Topps, Bazooka Candy Brands, Cold-EEZE, Avid, Dow Jones, John Hancock, AXA, AAA, Vistaprint, EMC, and IBM.  Prior to founding Overdrive, Mr. Gold was vice president, director of online media at Mullen.  Prior to Mullen, he served in new media posts at direct marketing firms Wickersham Hunt Schwanter and Berenson, Isham and Partners.  He began his career in 1995 with the founding of Interactive Promotions, helping firms such as Microsoft, Hard Rock Café, and Financial Times navigate the new frontiers of digital media and marketing.  He sold Interactive Promotion to Berenson, Isham and Partners in 1998.

Mr. Gold is a frequent lecturer on social media, online marketing, and search marketing for Search Engine Strategies, Media Bistro, AllFacebook Conference, and Harvard University.  He is also an instructor for the ANA and a columnist for the online marketing publication ClickZ.

 
Agenda

#

Module

Length (minutes not including Q&A)

Takeaway / Content Summary

1

Digital Strategy Development (Planning a strategic and tactical plan)

 30

-What do you want to learn?  Identifying questions, current challenges and knowledge gaps.

-Creating and visualizing an integrated digital strategy and end-to-end engagement plan (getting your head around the whole program).

2

Drive (Social media marketing and driving targeted traffic to your website)

120 - 150

-Social media marketing, making customer connections, social publishing and engagement, going viral, building buzz, traffic, thought leadership and credibility.

-Measuring social media ROI.

-SEO and SEM best practices, expanding your idea of search.

-Online display, retargeting, rich media, banners and sponsorships

- Integrating online and offline.

3

Capture, Nurture, Convert (Encouraging desired behavior to drive ROI)

60 - 90

-Encouraging desired behavior (actions, leads, downloads, email opt-ins, data capture, purchases, offline/retail purchases, viral, etc.)

-Conversion optimization, landing page best practices, etc.

-Great content, encouraging social connections and sharing

-Email best practices and triggered events

-Marketing automation overview

4

Measure and Optimize (Track, report and respond.)

30

-Understanding web and campaign analytics.

-Identifying critical key performance indicators.

5

Exercises

120

-Creating a digital strategy visualization and plotting user flow (“asking and then what”).

-Encouraging people to take action by developing a benefit and offer matrix and campaign landing page.

-Choosing the right keywords.

-Encouraging social sharing and connections.

-Developing useful social/viral content.

-Zeroing in on critical action – identifying the right metrics.

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