Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
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Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON

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  • Slide 11 is brilliant. It explains who should use Social Media, When and How. The logic behind the model reminded me so much of Michael Porter's Competitive Strategy (1980) which outlines three generic business strategies: cost leadership, differentiation, and market segmentation or focus. I am really looking forward to Niall's book.
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Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON Presentation Transcript

  • Digital Leadership by Niall McKeown twitter@niallmckeown
  • Agenda Know YourselfKnow Your Customer Know Marketplace
  • rself! Y ouKn ow
  • Nothing New Changes Website ChooseLaunch Best Design Write 360˚ Select MissionContent Technology Embed Navigation New Tools
  • NewCreate Launch Website Web Choose Best DesignContent 360˚ Select Technology Embed New Tools Navigation & Structure
  • TV &Promotion Radio PR Print Email Marketing Push Search Social Passive Website Private Extranet
  • Cultural“We currently have an opening for a HR BusinessPartner. Here at Twitter, the goal of HR is to serveas a consultant across the organisation, to Technical Visualshepherd the core values and to protect the Valuesculture,”- Twitter First Job Post For Dublin October 2011 Commercial
  • CulturalTechnical Values Visual Mission & Vision Objectives Structure & Tactics Finance Planning, Deadlines & KPI Commercial
  • CulturalTechnical Values Visual Mission & Vision Objectives Structure & Tactics Finance Planning, Deadlines & KPI Commercial
  • (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  • (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  • Becoming the Leader: Corporate Marketing RoadmapExecution Market Events / Triggers ip sh Customer Wins er Success Stories ad Le Endorsements ht p ug s hi Tho er g ad t in Le id a ht al ug -V Tho n is io ing V ld e B ui th - ng io n izi is al V Re th e Market-Making g Communicating t in Influencing a ic Building Trust & Advocacy un m C om Vision 6 www.aepona.com
  • Omnipresence
  • TalentChannel Time (Marketing, Cash ( days per month) Management, Outsource)Blogging 0.5 MGT LOWOnline PR 1 OUT HIGH Email 0.5 MKT LOW Social 1.5 MKT LOWWebinar 2 OUT HIGH SEO 2 OUT HIGH
  • Aepona Revenues Grow From $21M to $35M In 12 Month
  • KNOW YOURCUSTOMER
  • Viva La Customer
  • (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  • About Us Accommodation Competitions Contact Us Downloads Home Page Watch Video Shop Things To Do Transport Unknown Visitor Pass 200000 175000 150372 150000Page Impressions 125000 100000 75000 50000 33932 23547 25000 13079 16526 3279 478 2655 487 648 2160 463 0 About Us Accommodation Competitions Contact Us Downloads Home Page Watch Video Shop Things To Do Transport Unknown Visitor Pass
  • (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  • SEARCH CLICK THROUGH #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 18.2 10.1 7.2 4.8Google 3.1 2.8 1.9 1.8 1.5 1 0 5 10 15 20 Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011
  • KNOW YOUR MARKET
  • ur self w Y o m er Kn o Cus to Y our a rketKno w ur M Y o
  • Need Help WithDigital Leadership? Niall McKeown nmckeown@ionology.com +44 7788 752285 twitter@niallmckeown