Digital marketing - anintroductionBarefoot MediaWednesday 19 September 2012
About Barefoot MediaAward-winning content-led marketing campaigns• Public Relations• Websites• Email marketing• Social med...
Who we work with
The media landscapeBought media• Advertising• Advertorial• Pay per click
The media landscapeEarned media• Press coverage (PR)• 3rd party endorsement• Cross-media
The media landscapeOwned media • Website • Blogs • Social media • Email marketing
Know what you want to       achieve• Set clear objectives• Quantifiable goals• Have a strategy• Don’t try and do everything
Tools
A content-led approach                  PR                          Data       Print             capture               Web...
Website• Your most important marketing asset• Drive traffic there• Data capture - email marketing• Information• Online book...
Public Relations• What’s new?• Why are you different?• Photos/video.• Where do your target customers consume  media?• Reac...
Email marketing• Build your email list - incentives, competitions.• Drive traffic to your website.• Analyse data & segment....
Social media:which platform?
Good for business“A 2011 study by the National RestaurantAssociation (USA) confirms that consumerswho use social media, inc...
Twitter• 140 million active users• Half of users signing in at least once a day• 55% access Twitter via mobile• What makes...
Facebook• 955 million users worldwide.• 31 million UK users (50% of population).• Grown by 150 million users in past year....
Facebook company pages
Facebook company pages• Create a page
Facebook company pages• Create a page• Convert a personal  account to a page
Facebook company pages• Create a page• Convert a personal  account to a page• Optimise page
Facebook company pages• Create a page• Convert a personal  account to a page• Optimise page• Post content
Facebook company pages• Create a page• Convert a personal  account to a page• Optimise page• Post content• Be consistent
Google Places• Create/claim account   • Map• Optimise               • Reviews
Photography - Instagram• Photo sharing• 80 million users• Edit images - filters, effects• Social network - follow, comments...
Trip Advisor• Claim your business  listing• Optimise your profile• Monitor - set up alerts• Respond quickly (one  and done)...
Managing multiple         accounts• Tweetdeck• Hootsuite• Buffer• Post across platforms• Schedule updates• Monitoring and ...
What’s your story?
What’s your story?What’s new?
What’s your story?What’s new?What makes you special?
What’s your story?What’s new?What makes you special?Why are you different?
What’s your story?What’s new?What makes you special?Why are you different?Who cares?
Q&A
For more informationPhone: 01208 895089Email: jim@barefootmedia.co.ukTwitter: @barefootmediaFacebook: /BarefootMediaWebsit...
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Introduction to digital marketing - Padstow Area Tourism Association

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Presentation slides from a 20 minute seminar covering a basic introduction to digital marketing for businesses operating in the tourism and hospitality sectors.

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  • Introduction to digital marketing - Padstow Area Tourism Association

    1. 1. Digital marketing - anintroductionBarefoot MediaWednesday 19 September 2012
    2. 2. About Barefoot MediaAward-winning content-led marketing campaigns• Public Relations• Websites• Email marketing• Social media marketing
    3. 3. Who we work with
    4. 4. The media landscapeBought media• Advertising• Advertorial• Pay per click
    5. 5. The media landscapeEarned media• Press coverage (PR)• 3rd party endorsement• Cross-media
    6. 6. The media landscapeOwned media • Website • Blogs • Social media • Email marketing
    7. 7. Know what you want to achieve• Set clear objectives• Quantifiable goals• Have a strategy• Don’t try and do everything
    8. 8. Tools
    9. 9. A content-led approach PR Data Print capture Website Social Email Media marketing Media coverage PPC Blogs
    10. 10. Website• Your most important marketing asset• Drive traffic there• Data capture - email marketing• Information• Online booking/availability removes irrelevant enquiries
    11. 11. Public Relations• What’s new?• Why are you different?• Photos/video.• Where do your target customers consume media?• React fast.
    12. 12. Email marketing• Build your email list - incentives, competitions.• Drive traffic to your website.• Analyse data & segment. Who are your best customers?• Check legal restrictions• Mobile• Design consistency
    13. 13. Social media:which platform?
    14. 14. Good for business“A 2011 study by the National RestaurantAssociation (USA) confirms that consumerswho use social media, including apps,Twitter, Facebook, Foursquare and more, notonly dine out more, but are more likely tobecome return customers.”
    15. 15. Twitter• 140 million active users• Half of users signing in at least once a day• 55% access Twitter via mobile• What makes people retweet? • 92% interesting content • 84% humour • 66% personal connection
    16. 16. Facebook• 955 million users worldwide.• 31 million UK users (50% of population).• Grown by 150 million users in past year.• Average user has 130 friends and is connected to 80 pages, events or groups.• 1 Facebook fan = 20 additional visits to your website over a year.
    17. 17. Facebook company pages
    18. 18. Facebook company pages• Create a page
    19. 19. Facebook company pages• Create a page• Convert a personal account to a page
    20. 20. Facebook company pages• Create a page• Convert a personal account to a page• Optimise page
    21. 21. Facebook company pages• Create a page• Convert a personal account to a page• Optimise page• Post content
    22. 22. Facebook company pages• Create a page• Convert a personal account to a page• Optimise page• Post content• Be consistent
    23. 23. Google Places• Create/claim account • Map• Optimise • Reviews
    24. 24. Photography - Instagram• Photo sharing• 80 million users• Edit images - filters, effects• Social network - follow, comments, likes• Post to Facebook, Twitter and more• Location (Foursquare)
    25. 25. Trip Advisor• Claim your business listing• Optimise your profile• Monitor - set up alerts• Respond quickly (one and done)• Report erroneous reviews
    26. 26. Managing multiple accounts• Tweetdeck• Hootsuite• Buffer• Post across platforms• Schedule updates• Monitoring and evaluation Hootsuite, bit.ly
    27. 27. What’s your story?
    28. 28. What’s your story?What’s new?
    29. 29. What’s your story?What’s new?What makes you special?
    30. 30. What’s your story?What’s new?What makes you special?Why are you different?
    31. 31. What’s your story?What’s new?What makes you special?Why are you different?Who cares?
    32. 32. Q&A
    33. 33. For more informationPhone: 01208 895089Email: jim@barefootmedia.co.ukTwitter: @barefootmediaFacebook: /BarefootMediaWebsite: barefootmedia.co.uk
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