Introduction to Digital Marketing

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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
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Introduction to Digital Marketing (DM)
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The Main Social Networks
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Digital Marketing Tools
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Digital Marketing Plan
Robert Farrell
Before we begin…
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This is an introduction.
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Forget the hype.
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Decide if it’s for you.
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If it is, then experiment.
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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, email, interactive TV, IPTV and wireless media in
conjunction with digital data about customers
characteristics & behaviors.
Chaffey, Chadwick, Mayer, Johnson (2009)
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Farrell
Robert
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.
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New Trend: Communication style
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New Trend: Participation
Product
Price
Place
Participation
Promotion
Physical Evidence
Process
People
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Farrell
Robert
Get them involved:
Social Media Platforms
Crowd sourcing
Testimonials
Fan submitted content
Digital Media Landscape
Who is doing it well
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10,287 mobile visits
So what could go wrong
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Concerns
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Uncontrolled: live conversation.
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Time intensive.
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Identity theft/Imitators.
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Hard to keep up with many updates &
platforms.
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SOCIAL NETWORKS
Robert Farrell
Robert Farrell
Irish statistics
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Facebook:
2.2m users
2013
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Twitter:
520K users
2012
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Youtube:
1.3m users
2011
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LinkedIn:
713K users
2011
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92% of consumer trust peer recommendation
Robert Farrell
Social Networks
Facebook.
 Twitter.
 Youtube.
 LinkedIn.
 Pinterest.
 Google +.
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Facebook
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Used by people & business.
Set up a profile (bus or personal).
Example: Yankee candle Ireland.
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Tips:
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Robert Farrell
Comment regularly (audience interests).
Add pictures, video, images.
Link to your website.
Maintain it.
Facebook
Personal:
 5000 friends.
 No SEO.
 One profiles.
 No Insights
 Private.
Robert Farrell
Business:
 Unlimited.
 SEO.
 Multiple.
 Insights.
 Public
 Sponsored
posts.
Facebook
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Business use:
Win new customers.
 Communication & brand building.
 Run events.
 Competitions (Rules).
 Market Research.
 Tech support.
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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
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Facebooks Youtube Channel
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How to Create a Facebook Business Page
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Sponsored Stories
Twitter
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Robert Farrell
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.
Twitter videos
Setting up a Twitter account
 Updating your picture & background
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Youtube
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Video sharing platform.
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Used by people and business.
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Can upload, trim, add captions, links.
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Bodyform
Dollar Shave Club
Budweiser
Humor works well
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LinkedIn
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Robert Farrell
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.
Pinterest
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Succeed by finding how your products or services fit into the
lifestyles of your target audience.
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Terms:
 Pin - Image
 Pinboard - Set of images
 Pinning - Sharing images
 Repin - Reposting
 Pin It button - placed on website
 Pinner - Person sharing.
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Google +
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Small in Ireland but growing.
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Many dormant accounts.
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May rise in future.
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Can hep your SEO.
Robert Farrell
Robert Farrell
General Tips
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Pick 1 or 2 platforms.
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Understand 1 at a time.
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Go where your audience are.
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Each has its own value, audience &
purpose.
Robert Farrell
DIGITAL MARKETING
TOOLS
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Digital Marketing Tools
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Robert Farrell
Getting Ireland Online.
Wordpress.
Google Analytics.
Facebook Insights.
Hootsuite.
Animoto.
Survey Monkey.
Drop box.
Google Drive.
Skype.
DIGITAL MARKETING
PLAN
Robert Farrell
Develop your Plan
Define
Plan
Implement
Adjust
Developing an Internet Marketing Strategy Chaffey
Robert Farrell
Digital Marketing Plan
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Robert Farrell
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.
Challenges to Implementation
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Robert Farrell
Lack of planning or awareness.
Unclear responsibilities.
No specific objectives.
Lack time or budget.
Started but not kept up.
Not measurement.
Integrated Marketing Communications
Websites:
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Corporate & Student.
Online bookings, Blog, Videos & Information.
Social Media:
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Facebook, Twitter, Flickr, LinkedIn.
Pictures, Articles, News, Jobs & Recommendations
Monitoring:
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G.Analytics, FB Insights, Newsweaver, Internal Info, Bookings.
Advertising:
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TV, Radio, Print, Billboard, Magazine.
Grassroots:
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Campus visits, Member ambassadors.
Thank you
Robert Farrell
More Information
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Robert Farrell
AMAS.
Social Bakers
Edelman.
Kantar.
Carat.
Simply Zesty.
Smart insights.
iCommunity.
Digital Marketing Institutes Blogs.
Enterprise boards.
Terms
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