Welcome to

AMB330 Digital Portfolio

 Who is involved with this unit?
• Dr Louise Kelly - Lecturer and Unit Coordinator

• Specialist industry tutors all currently working in

digital – details on Contact Us on Blackboard
• Real world client
AMB330 is a blended learning unit
• Lectures delivered on campus (recorded with
Echo360)
• AMPlification Digital Seminar in Week 11
• Industry guest speakers on campus and online
• Industry videos and readings
• Videos to help with assessment
• On campus workshops Facebook page and
email support
 Six Modules
1. The Digital Environment and Privacy
2. Planning and Analytics
3. Search
4. Content Creation
5. Social and Mobile Media
6. Strategies for an online presence
 Three assessment items
Assessment 1 Digital Audit and Planning Portfolio
30% Due Week 5 (Tuesday 5pm) 1500 words
In response to a ‘real world’ client brief which will be presented in Week 1 during the lecture, you
are to research and prepare a Digital Audit and Planning Portfolio. This document will form the
starting point for your other two pieces of assessment in this unit.
Assessment 2 Analytics and Search Portfolio
30% Due Week 9 (Tuesday 5pm) 1500 words
Building on your findings from Assessment 1, you are to develop a Search Engine Marketing
strategy for the client and justify the recommendations using theory discussed in the lectures.
Assessment 3 Community Management Portfolio
40% Due Week 14 (Monday 5pm) 2000 words
This assessment considers how your brand may execute a community management program.
Your report will consist of an overview of the role that community management may play in your
customer relationship building. Your Community Management Portfolio will consist of a content
strategy, a social media and mobile media strategy and content calendar. You are to justify your
recommendations and use theory to support your rationale. In addition, you are to develop a
personal website which will serve as a Digital Portfolio, highlighting the knowledge and skills that
you have attained this semester.
 To do well in this unit…
• Attend the on campus lectures and look at the online content
• Network with guest lecturers – get their business cards and add them
on LinkedIn
• Do your best in each Assessment – every percent counts
• Get to know the tutors who are industry specialists – they are here to
help and advise
• Know the theory and use it to justify your decisions
• Check out the online content on Blackboard
• Look at the videos supplied and attempt the assessment before
coming to the workshop
• Read the journal articles provided
• Be involved in the discussion
 This week
• Introduction to AMB330
• Technology and society
• Digital Strategy
• Digital Audit
• Target Audience and Insight Development
• The client brief for this semester’s assessment
 Digital Trends for 2017
Content marketing being more important than
ever

• http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/
Use of Big Data for customer insight and
predictive analytics
Marketing automation becoming more sophisticated (CRM,
behavioural email marketing and web personalisation)
 Trends for 2018
• Social advertising to become more
transparent
• Voice search more widespread
• Augmented Reality more mainstream
• Amazon in the marketplace
• Digital video to go big and small
 Social media trends for 2018
• Video will continue to grow in importance
– 200 million people use Instagram stories each month
• Ephemeral Content (short lived content) – taps into FOMO
• Chatbots making customer service faster and easier
• Shift to targeting Gen Z
• Personalised content
• Influencer Marketing
• Live Streaming and Video Content – by 2020 video will
make up 80% of consumer internet traffic
• Augmented reality will drive social strategy – face filters
 WARC
Six major marketing trends
1. Strategy: Moment Marketing
2. Consumers: Generation Swipe
3. Media: The Digital backlash
4. Content: The Video Revolution
5. Data: Data-driven creativity
6. ROI: New thinking in attribution
 1. Strategy: Moment Marketing
• Understanding the consumer Path to purchase
• Understanding getting the right message in
front for the right consumer – targeting,
location based targeting, understanding the
path to purchase
• Making purchase easy – on mobile, in store
• Timing, clutter and social implications and
media context
 2. Consumers: Generation Swipe
• Purchasing power of Gen Z (under 18s)–
changing nature of purchasing habits
• Mobile is central to Gen Z Experience – how
they understand the communication process
• Online influencers
• http://www.huhmagazine.co.uk/9327/video-t
he-rising-power-of-social-media-influencers
 3. Media: The Digital backlash
• Viewability and ad fraud becoming issues for
brands – lack of consistency and transparency
• What constitutes a viewable ad? 50% for 2
seconds??
• Ad blocking growing quickly – rise of Native
advertising??
 4. Content: Video revolution
• Video ever increasing
• Programmatic video – getting the right
message to the right person
• Smartphone and tablet leading to increase
growth in video
Mobile will be the main platform for video
viewing
• http://www.zenithoptimedia.com/mobile-drive-19-8-increase-online-video-consumptio
n-2016/
 5. Data driven creativity
• Data allows for better insights, behaviour
based segmentation, tailoring creative to
audiences, real time data feeds and testing
• Creative inspiration from those who buck the
trend
 6. New thinking on attribution
• What is attribution – tying consumer
behaviour to specific touchpoints
• New data sources and a range of touchpoints
make attribution modelling more complex
 The way brands are communicating to
consumers has changed
New Media Models
Source: http://www.onlinemarketinginstitute.org/blog/2013/11/integrating-paid-owned-earned-media/
Digital Strategy
 Media Planning Toolkit: Digital Strategy
(Regan, 2014)
• At its best, digital strategy gives direction to the whole agency and
exploits all facets of the digital ecosystem alongside offline
channels.
• Digital strategists benefit from hands on experience with more than
just an intellectual understanding of platforms and practicalities:
they need to be able to explain how things work to clients.
• Digital strategy can lose value when it over-claims, proposes 'cool'
stuff that is ultimately irrelevant, is involved too late or isn't
integrated with other channels.
• Digital strategy may become less important as 'digital' becomes
more familiar and integrated into agency structures, but the
complexity of the field may continue to drive demand.
 Components of a Digital Strategy
1. Online presence – website, social, advertising and links
2. Digital Marketing – promotion of business online
3. Selling online
4. Customer interaction – CRM?
5. Online security
6. Supplier interaction
7. Mobile based solutions
8. Efficiencies through technology
9. Cloud computing

Source: https://www.business.qld.gov.au/business/running/technology-for-business/digital-strategy/conducting-audit
First step in any strategy is asking
where are we now?
Digital Audit

• Firstly identify what the brand is trying to achieve by using digital media.
– Sales, awareness, engagement, customer service, capturing demand driven by
traditional
• The digital audit tells us how successful the brand is in achieving it’s online
goals.
• Identify the target audiences and analyse how well the company engages
with them digitally.
• Scrutinize the digital channels for appropriateness and ROI.
 A Digital Audit can provide
• Insights into brand and competitor performance.
• Sentiment of the brand and its perception through
digital media.
• Content that performs.
• Keywords.
• Opportunities for growth both on/offline.
• Identifies potential gaps in market.
• Greater understanding of how the brand is
positioned in the digital world.
 First steps in a Digital Audit
Consider the following…

• What type of product is my Brand?

• What is special about this type of product?
• Is it a service, or high or low involvement product? Why are
people buying this product? Are they buying off the website or
looking for information?
• Who is buying this product? Is there a particular target audience?
• Who are my brand’s competitors? Is my brand a leader in this area
or an new entry into the market?
• What is my brand’s point of difference?
• Start to investigate your brand, their category and their
competitors
 Audit Process
• Inventory of all digital and social media assets
• Where is the brand currently leveraging digital or
social?
• Who is driving the communication (company
created or customer driven)?
• What is the current performance?
• What are competitors doing?
• Who is listening – brand, customers, prospects
employees, executives, competitors?
 Activities to Audit
• Content creation, curation, frequency, quality
• Social media – channels, sentiment,
customer engagement, influence
• Search Engine Rankings
• Measurement – event tracking etc
• Networks participating
• Conversations and engagements
• Sentiment, brand, frequency, topics
• Advocates and dissenters (internal and
external)
 Useful Resources for Digital Audits

• Facebook
• Open Site Explorer
– Domain authority and backlink analysis
• Mobile-Friendly test
– Determines if website is mobile friendly
• Google Trends
– Identifies trends in search volumes
• Site search
– Number of pages, search by time period etc
• Consumer Barometer
– How people use the internet across the world
 Web strategy secrets
(bluewiremedia.com.au)

• Understanding who are your ideal buyers

• What problems you solve for them
• Why they buy from you
• Where they are on the web

Helps you to determine how and when you

create content for them
How do you define your Target Audience?

• Demographics
• Psychographics
• Where do they live? Where do they work?
• What do they listen to? What media do they use?
• Why do they use different platforms and media?
• How does this impact how we reach them?
• What is important to them?
• What do they need and want?
 • Uncovering insights
What is the point of • The key to finding a new insight is
all this research?? understanding consumer needs,
wants, and how they view and use
the category.
• Trying to "sell the consumer" on
your views is seldom successful,
but listening to their language and
watching their actions may point
you straight to new insights.
• Ask yourself this: what is it about
the product (or organisation) that
triggers an emotional response
stronger than the commodity
itself?
 What is an Insight?

“Penetrating truth or understanding that

unlocks
opportunity and inspires action””
DIFFERENT LEVELS OF LEARNING

Information:
knowledge (data or
Information facts) obtained from
investigation or study

Observation eg: 87% of people feed

their pets twice a day
Insight
DIFFERENT LEVELS OF LEARNING
Observation:
a judgement or inference
made from what is
observed.
Information Often about what is
happening

Observation eg most people feed their

pets when they are
Insight preparing their own meals
DIFFERENT LEVELS OF LEARNING
Insights connect
observations together

It’s the why they’re doing

Information or thinking it

eg People feel guilty if

Observation they don’t feed their
animals before they’ve sat
down to eat their own
Insight meal
 How do I know if I have an insight?

• Does it have the ‘a-ha’ factor?

• Does it resonate with others?
• Is it a catalyst for further discussion?
• Does it unlock opportunities?
• Does it feel like common sense?
Mistakes made by students writing insights…

• Often student provide a summary of research

findings rather than providing insights

• First step to developing an insight is collecting

interesting facts and data

• The next step is putting them together in a way

that makes sense but has not been thought of
before.
 Our client this semester
• Lady Musgrave Trust
• Providing support and accommodation to
homeless women throughout QLD
 Assessment 1 Digital Audit and Target
Audience Analysis
In response to a the client brief you are to research and prepare a
Digital Audit and Planning Portfolio. This document will form the
starting point for your other two pieces of assessment in this unit.

The Digital Audit and Planning Portfolio will consist of four

components which are
1. Introduction
2. Digital Audit
3. Target Audience Analysis, product analysis and Consumer
Insights
4. Recommendations
Privacy and Advertising
Regulation
 I want you to consider how data has been
collected about you today.
• How has it been collected?
• Who has access to that information?
• Where is the information being stored?
• How will that information be used?
• Do you care??
 Australian Digital Advertising
Policy and Regulation Guide 2015
Regulated by
• ACCC – content of digital advertising through
• Aust Consumer Law (ACL) – prohibiting
misleading and deceptive conduct and clams
• Spam Act 2013 – consent, unsubscribe
• Privacy Act 1988 – open and transparent in
data handling
Guide on available on Blackboard
 Australian Privacy Principles
The Australian Privacy Principles (APPs) replace the
previous National Privacy Principles and the Information
Privacy Principles.
They cover organisations with more than $3 million
turnover and some others such as healthcare providers,
including government (Commonwealth and ACT).
They will mandate how these organisations have to deal
with sensitive private information collected in the course
of their activities.
• http://www.smh.com.au/digital-life/digital-life-news/value-your-privacy-few-australian-websites-do-
20131219-2zmfj.html
In Australia: Protecting personal information
• Only collect the information you need
• Don't collect personal information about an
individual just because you think that
information may come in handy later
• Tell people how you are going to handle the
personal information you collect about them
• Think about using personal information for a
particular purpose
• Think before disclosing personal information
• If people ask, give them access to the personal
information you hold about them
• Keep personal information secure
• Don’t keep information you no longer need or
that you no longer have to retain
• Keep personal information accurate and up to
date
• Consider making someone in your organisation
or agency responsible for privacy
 Advertising Standards Bureau (ASB)
• ASB is the self regulatory body for the
advertising industry. It administers and
adjudicates on the Australian Association of
National Advertiser (AANA) Code of Ethics.
• ASB ruled that a brand’s Facebook page is an
advertising platform with all its material –
including UGC – liable under AANA code.
• This decision changes the landscape of social
media with brands liable for UGC.
 Need to mitigate risk
• Monitoring social media pages
• Correcting misleading statements
• Train brand managers
• Implement social media policies
• Integrate relevant legal terms and conditions
onto social pages.
Three areas of privacy concern in the online environment
(Malhotra, Kim and Agarwal 2004)

• How personal information will be collected

• User’s control over the information disclosed
• How the information will be eventually used
 In the US: Consumer opt-out tool
Opt Out of Online Behavioural Advertising
• Network Advertising Initiative members are committed to
transparency and choice. The NAI opt-out tool was developed in
conjunction with our members for the express purpose of
allowing consumers to "opt out" of the behavioural advertising
delivered by our members.
Opting out does not mean you will no longer receive online
advertising. It does mean that the company or companies from
which you opted out will no longer deliver ads tailored to your
web preferences and usage patterns.
 In the EU: Cookie Directive
• http://www.cookielaw.org/the-cookie-law/

The Cookie Law is a piece of privacy legislation that requires websites to

get consent from visitors to store or retrieve any information on a
computer, smartphone or tablet.
It was designed to protect online privacy, by making consumers aware of
how information about them is collected and used online, and
give them a choice to allow it or not.

It started as an EU Directive that was adopted by all EU countries in May

2011. Each country then updated its own laws to comply. In the UK this
meant an update to the Privacy and Electronic Communications
Regulations.
 Next week
• No lecture on campus
• Workshops start in Week 2 on Wednesday
• Week 3 Analytics and guest speaker Rob
Hudson MD of Clemenger
• Week 4 another workshop to help with
Assessment 1