Digital Marketing. Robert Farrell
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1 Digital Marketing
2 Let me introduce myself Website: Twitter: Facebook: LinkedIn: The Small Business The Small Business Guides
3 What about you? Who has a: Website Facebook Twitter LinkedIn Blog newsletter
4 Roadmap Introduction to Digital Marketing (DM) The Main Social Networks Digital Marketing Tools Digital Marketing Plan
5 Before we begin This is an introduction. Forget the hype. Decide if it s for you. If it is, then experiment. I Il focus on the use not the figures.
6 INTRODUCTION TO DIGITAL MARKETING
7 Marketing Companies create value for customers and build strong customer relationships to capture value from customers in return. Kotler & Armstrong (2010) Digital Marketing Marketing using electronic media such as the web, e- mail, interactive TV, IPTV and wireless media in conjunction with digital data about customers characteristics & behaviors. Chaffey, Chadwick, Mayer, Johnson (2009)
8 Websites Types of Web Presence: Transactional e-commerce site: Amazon, Dell. Services-oriented/Relationship building: Accenture, British Gas. Brand building site: Guinness. Portal or Media site: Compare the market. Social network or Media site: Mashable, Inc, Entrepreneur, Facebook.
9 New Trend: Communication style
10 New Trend: Participation Product Price Place Promotion Physical Evidence Process People Participation Get them involved: Social Media Platforms Crowd sourcing Testimonials Fan submitted content
11 Digital Media Landscape
12 Who is doing it well 10,287 mobile visits
13 So what could go wrong
14 Concerns Uncontrolled: live conversation. Time intensive. Identity theft/imitators. Hard to keep up with many updates & platforms.
15 SOCIAL NETWORKS
16
17 Irish statistics Facebook: 2.2m users 2013 Twitter: 520K users 2012 Youtube: 1.3m users 2011 LinkedIn: 713K users % of consumer trust peer recommendation
18 Social Networks Facebook. Twitter. Youtube. LinkedIn. Pinterest. Google +.
19
20 Facebook Used by people & business. Set up a profile (bus or personal). Example: Yankee candle Ireland. Tips: Comment regularly (audience interests). Add pictures, video, images. Link to your website. Maintain it.
21
22 Facebook Personal: 5000 friends. No SEO. One profiles. No Insights Private. Business: Unlimited. SEO. Multiple. Insights. Public Sponsored posts.
23 Facebook Business use: Win new customers. Communication & brand building. Run events. Competitions (Rules). Market Research. Tech support.
24 Facebook Build an Audience: Invite friends. Get Likes & comments. Post good contents. Ask for likes or comments on content. Redirect to website or call to action
25 Facebook videos Facebooks Youtube Channel How to Create a Facebook Business Page Sponsored Stories
26 Twitter Micro- blogging site (<140 characters) Real-time news updates A cross between instant messaging, text messages, and blogging Rule of thumb: 60/40 For every 60 you follow, 40 will follow back Follow others.
27
28 Twitter videos Setting up a Twitter account Updating your picture & background
29 Youtube Video sharing platform. Used by people and business. Can upload, trim, add captions, links.
30
31 Bodyform Dollar Shave Club Budweiser Humor works well
32 LinkedIn Professional brand building & networking for individuals. 180m global users. 780,000 Irish Users. LinkedIn is publicly traded. Set up a profile. Join Groups, runs Polls Search / Post Jobs.
33
34 Pinterest Succeed by finding how your products or services fit into the lifestyles of your target audience. Terms: Pin - Image Pinboard - Set of images Pinning - Sharing images Repin - Reposting Pin It button - placed on website Pinner - Person sharing.
35
36 Google + Small in Ireland but growing. Many dormant accounts. May rise in future. Can hep your SEO.
37
38 General Tips Pick 1 or 2 platforms. Understand 1 at a time. Go where your audience are. Each has its own value, audience & purpose.
39 DIGITAL MARKETING TOOLS
40 Digital Marketing Tools Getting Ireland Online. Wordpress. Google Analytics. Facebook Insights. Hootsuite. Animoto. Survey Monkey. Drop box. Google Drive. Skype.
41 DIGITAL MARKETING PLAN
42 Develop your Plan Define Plan Implement Adjust Developing an Internet Marketing Strategy Chaffey
43 Digital Marketing Plan Situation Analysis Budget Audience Objectives Channels Action Plan Measurement What are you doing now? Money & Time/ Many types. What you want to achieve. Website, Social Media, Partners. What & When. Traffic, Awareness, Likes, Donations.
44 Challenges to Implementation Lack of planning or awareness. Unclear responsibilities. No specific objectives. Lack time or budget. Started but not kept up. Not measurement.
45 Integrated Marketing Communications Websites: Corporate & Student. Online bookings, Blog, Videos & Information. Social Media: Facebook, Twitter, Flickr, LinkedIn. Pictures, Articles, News, Jobs & Recommendations Monitoring: G.Analytics, FB Insights, Newsweaver, Internal Info, Bookings. Advertising: TV, Radio, Print, Billboard, Magazine. Grassroots: Campus visits, Member ambassadors.
46 Thank you
47 More Information AMAS. Social Bakers Edelman. Kantar. Carat. Simply Zesty. Smart insights. icommunity. Digital Marketing Institutes Blogs. Enterprise boards.
48 Terms
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