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Presentation to the Irish  Chapter of the Professional  Marketing Forum, September 2009 Aileen O’Toole, Managing Director,...
Presentation overview <ul><ul><li>The Internet’s relevance to professional services firms </li></ul></ul><ul><ul><li>Desig...
Internet trends
State of the Net: the publication Available on  www.amas.ie
Broadband use
Broadband use
Business use Source: IAPI Business Media Survey
Ad spend: traditional v. online
Top websites
Why the Internet is important <ul><li>Fact:  a corporate website is a firm’s most important calling card </li></ul><ul><li...
B2B sites: the facts <ul><li>More than half B2B buyers start research process through search engine search </li></ul><ul><...
Designing, building, managing a website
Web project elements
 
 
 
Free stuff Open source software or free tools
Share content Social bookmarking: powerful engines for viral and word-of-mouth referrals Video sharing sites help raise pr...
Achieving good search visibility
The power of Google...
 
Web 2.0 and what it means to you
Web 2.0 Social networks Video Syndication Podcasts Mobile  Customer service Social bookmarks Blogs User-generated content
Social networks Not just for the Bebo generation
Twitter
Case study: the Ideas Campaign
 
14 January, 2009 How it all started.... RTÉ, Prime Time special on the economy
Campaign ethos and objectives <ul><li>Campaign by citizens for citizens,  </li></ul><ul><li>independent and non-political ...
Campaign countdown <ul><li>February 14 :  decided to launch campaign, commit €10,000 budget </li></ul><ul><li>February 16 ...
Social media
The campaign in numbers <ul><li>By March 31 deadline: </li></ul><ul><li>5,300  ideas logged </li></ul><ul><li>48,000  site...
Managing your  firm’s reputation online
Monitor your brand
Light touch moderation
Monitor and respond
What to do? <ul><li>Don’t ignore the Internet </li></ul><ul><li>Start with the basics </li></ul><ul><ul><li>Communicate wh...
Questions?
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eMarketing for professional services firms

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Presentation to the Irish Chapter of the Professional Marketing Forum on the 17 September 2009 by Aileen O'Toole, Managing Director of AMAS. Covers topics such as B2B marketing, services marketing, online marketing, social media, internet marketing, digital trends and Web 2.0

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  • Transcript of "eMarketing for professional services firms"

    1. 1. Presentation to the Irish Chapter of the Professional Marketing Forum, September 2009 Aileen O’Toole, Managing Director, AMAS www.amas.ie eMarketing for professional services firms
    2. 2. Presentation overview <ul><ul><li>The Internet’s relevance to professional services firms </li></ul></ul><ul><ul><li>Designing, building and managing an effective website </li></ul></ul><ul><ul><li>Achieving good search engine visibility </li></ul></ul><ul><ul><li>Using social media and other so-called Web 2.0 tools </li></ul></ul><ul><ul><ul><li>Case study: the Ideas Campaign </li></ul></ul></ul><ul><ul><li>Managing your firm’s reputation online </li></ul></ul><ul><ul><li>Questions and answers </li></ul></ul>
    3. 3. Internet trends
    4. 4. State of the Net: the publication Available on www.amas.ie
    5. 5. Broadband use
    6. 6. Broadband use
    7. 7. Business use Source: IAPI Business Media Survey
    8. 8. Ad spend: traditional v. online
    9. 9. Top websites
    10. 10. Why the Internet is important <ul><li>Fact: a corporate website is a firm’s most important calling card </li></ul><ul><li>Fact: how you communicate with your audiences online will result in action (lead generation, new business development etc) </li></ul><ul><li>Fact: it’s not only about the website, it’s your online footprint </li></ul><ul><li>Fact: online marketing and communications enable you to reach decision-makers more cost- effectively than traditional means </li></ul>
    11. 11. B2B sites: the facts <ul><li>More than half B2B buyers start research process through search engine search </li></ul><ul><li>Less than half go beyond the first results page on Google </li></ul><ul><li>90% of buyers say website content influenced their purchasing decision </li></ul><ul><li>Third party validation (clients, awards) important factor in decision-making process </li></ul>
    12. 12. Designing, building, managing a website
    13. 13. Web project elements
    14. 17. Free stuff Open source software or free tools
    15. 18. Share content Social bookmarking: powerful engines for viral and word-of-mouth referrals Video sharing sites help raise profile
    16. 19. Achieving good search visibility
    17. 20. The power of Google...
    18. 22. Web 2.0 and what it means to you
    19. 23. Web 2.0 Social networks Video Syndication Podcasts Mobile Customer service Social bookmarks Blogs User-generated content
    20. 24. Social networks Not just for the Bebo generation
    21. 25. Twitter
    22. 26. Case study: the Ideas Campaign
    23. 28. 14 January, 2009 How it all started.... RTÉ, Prime Time special on the economy
    24. 29. Campaign ethos and objectives <ul><li>Campaign by citizens for citizens, </li></ul><ul><li>independent and non-political designed to: </li></ul><ul><li>Seek citizens’ ideas for Irish economic </li></ul><ul><li>recovery and renewal </li></ul><ul><li>Help stimulate a debate about solutions to our economic problems </li></ul><ul><li>Set a challenge to people in Ireland to be innovative and creative and to play their part in planning this country’s economic recovery </li></ul>
    25. 30. Campaign countdown <ul><li>February 14 : decided to launch campaign, commit €10,000 budget </li></ul><ul><li>February 16 : registered domain, logo designed </li></ul><ul><li>February 17 : message to LinkedIn contacts </li></ul><ul><li>February 24 : Campaign Manager joins </li></ul><ul><li>February 27: first approaches made to </li></ul><ul><li>Advisory Group </li></ul><ul><li>March 3 : site built within four days </li></ul><ul><li>March 5 : campaign launched on RTÉ’s Prime Time </li></ul>
    26. 31. Social media
    27. 32. The campaign in numbers <ul><li>By March 31 deadline: </li></ul><ul><li>5,300 ideas logged </li></ul><ul><li>48,000 site visits </li></ul><ul><li>Average visitor spent 4.5 minutes on site </li></ul><ul><li>17% of traffic international – visitors from 117 </li></ul><ul><li>countries </li></ul><ul><li>Two out of three ideas from overseas came from Irish-born people </li></ul><ul><li>Significant presence on Facebook, Twitter, LinkedIn </li></ul>
    28. 33. Managing your firm’s reputation online
    29. 34. Monitor your brand
    30. 35. Light touch moderation
    31. 36. Monitor and respond
    32. 37. What to do? <ul><li>Don’t ignore the Internet </li></ul><ul><li>Start with the basics </li></ul><ul><ul><li>Communicate what you do well on your own website </li></ul></ul><ul><ul><li>Make it easier for your audiences to find your firm’s website </li></ul></ul><ul><ul><li>Adopt proven online marketing tactics </li></ul></ul><ul><ul><li>Integrate, integrate, integrate </li></ul></ul><ul><li>Consider Web 2.0 but .... </li></ul><ul><ul><li>Not every firm needs a blog or to be on Twitter </li></ul></ul><ul><ul><li>Only use the platforms and the techniques that add value </li></ul></ul><ul><li>Monitor, measure and respond </li></ul>
    33. 38. Questions?
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