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Digital Marketing

Digital Marketing 34
Digital Marketing Robert Farrell Let me introduce myself Robert Farrell Website: The Small Business Guides Twitter: TheSmallBusines Facebook: The Small Business Guides LinkedIn: Robert Farrell What about you Who has a: Website Facebook Twitter LinkedIn Blog Email newsletter Robert Farrell Roadmap  Introduction to Digital Marketing (DM)  The Main Social Networks  Digital Marketing Tools  Digital Marketing Plan Robert Farrell 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. Robert Farrell INTRODUCTION TO DIGITAL MARKETING Robert Farrell 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) Robert Farrell Robert Farrell Websites Types of Web Presence: • Transactional ecommerce site: • Amazon, Dell. • Servicesoriented/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. Robert Farrell New Trend: Communication style Robert Farrell New Trend: Participation Product Price Place Participation Promotion Physical Evidence Process People Get them involved: Social Media Platforms Crowd sourcing Testimonials Fan submitted content Robert Farrell Robert Farrell Digital Media Landscape Who is doing it well 10,287 mobile visits Robert Farrell So what could go wrong Robert Farrell Concerns  Uncontrolled: live conversation.  Time intensive.  Identity theft/Imitators.  Hard to keep up with many updates platforms. Robert Farrell SOCIAL NETWORKS Robert Farrell Robert Farrell Irish statistics  Facebook: 2.2m users 2013  Twitter: 520K users 2012  Youtube: 1.3m users 2011  LinkedIn: 713K users 2011  92 of consumer trust peer recommendation Robert Farrell Social Networks  Facebook.  Twitter.  Youtube.  LinkedIn.  Pinterest.  Google +. Robert Farrell 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. Robert Farrell Facebook Personal: Business:  5000 friends.  Unlimited.  No SEO.  SEO.  One profiles.  Multiple.  No Insights  Insights.  Private.  Public  Sponsored posts. Robert Farrell Facebook  Business use:  Win new customers.  Communication brand building.  Run events.  Competitions (Rules).  Market Research.  Tech support. Robert Farrell 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 Robert Farrell Facebook videos  Facebooks Youtube Channel  How to Create a Facebook Business Page  Sponsored Stories Twitter  Micro blogging site (140 characters)  Realtime 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. Robert Farrell Twitter videos  Setting up a Twitter account  Updating your picture background Youtube  Video sharing platform.  Used by people and business.  Can upload, trim, add captions, links. Robert Farrell Bodyform Dollar Shave Club Budweiser Humor works well Robert Farrell 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. Robert Farrell 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. Robert Farrell Google +  Small in Ireland but growing.  Many dormant accounts.  May rise in future.  Can hep your SEO. Robert Farrell Robert Farrell General Tips  Pick 1 or 2 platforms.  Understand 1 at a time.  Go where your audience are.  Each has its own value, audience purpose. Robert Farrell DIGITAL MARKETING TOOLS Robert Farrell Digital Marketing Tools  Getting Ireland Online.  Wordpress.  Google Analytics.  Facebook Insights.  Hootsuite.  Animoto.  Survey Monkey.  Drop box.  Google Drive.  Skype. Robert Farrell DIGITAL MARKETING PLAN Robert Farrell Develop your Plan Define Plan Implement Adjust Developing an Internet Marketing Strategy Chaffey Robert Farrell Digital Marketing Plan What are you doing now  Situation Analysis Money Time/  Budget Many types.  Audience What you want to achieve.  Objectives Website, Social Media, Partners.  Channels What When.  Action Plan  Measurement Traffic, Awareness, Likes, Donations. Robert Farrell Challenges to Implementation  Lack of planning or awareness.  Unclear responsibilities.  No specific objectives.  Lack time or budget.  Started but not kept up.  Not measurement. Robert Farrell 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. Robert Farrell Thank you Robert Farrell More Information  AMAS.  Social Bakers  Edelman.  Kantar.  Carat.  Simply Zesty.  Smart insights.  iCommunity.  Digital Marketing Institutes Blogs.  Enterprise boards. Robert Farrell Terms
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