Introduction Owner of Digital Insights Work with clients developing online business channels Lecturer with DIT in MA Digital Media Technologies Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT Work with university incubation centres – LINC and Synergy IT Colleges 12 Years working in Software Industry Irish and International Companies Developed Online Retail Business www.BabaBeag.ie 30,000 Customers over 50,000 Subscribers to email
Week 1 Session1: Introductions and Overview of Tools and Platforms Session 2: Social Media Platforms and Tools with Case studies Session 3: Class Demonstrations of Facebook, LinkedIn, Twitter (mobile and desktop applications) Session 4: Creating YouTubeandFlickr Accounts and integrating with websites and blogs Review of covered content Q & A
Week 2 Session 1: Overview of web technologies and infrastructure to create a website Session 2: Setting up and using a blog – self-hosted and hosted solutions Session 3: Creating and distributing podcasts Session 4: Creating, promoting and managing webinars Review Q & A
Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: More traditional approach – can also be referred to as ‘push messaging’. Business decides on a particular message and pushes it out into the marketplace. Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: New and emerging approach – can also be referred to as ‘pull messaging’. Business aims to be ‘get found’ by customers Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
Different types of media in the digital world Owned Media – such as website Paid Media – such as display ads Earned Media – such as viral campaign
Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, blogs, social profiles, digital conversations/interactions etc. Brands/Businesses becoming publishers media outlets No limits to what an organisation can publish online for the consumption of their constituencies Become trusted knowledge experts in your business or sphere of operations Establish trust and develop relationships with customers and prospects Be engaging, entertaining, educative, informative etc.. Allow user participation and transparent engagement
Various Types of Content Facebook/MySpace/Bebo fan pages and groups Videos, demos, presentations, and custom animations Product/service reviews Blog posts, reader comments and reactions Tweets, status updates E-mail newsletters The content and digital media on your Web site, other microsites, partner sites etc.. Articles and other intellectual property or knowledge sharing –professional contributions etc. Whitepapers, case studies, webinars, podcasts
Who creates the content? Internally Find employees who are knowledgeable and want to write Re-purpose content that has been created over time for different media Partners, customers and third party experts Publish whitepapers, webinars, eBooks, articles etc…with partners Customers If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. You can allow customers to make product recommendations – crowd sourcing
Advantages of effective content Creates demand generation and awareness through value add publishing Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates ‘stickiness’ to your owned media assets (rather than to paid ones) Once started, provides an ongoing process and framework to control and publish valuable information
Content Marketing: Success Vs Failure Characteristics of Success Understanding the informational needs of your customers Knowing how those informational needs mix with your marketing goals and objectives Mapping content schedule to user profiles and buyer cycles Being consistent (content marketing is a marathon, not a sprint) Listen and continually evolve the program .
Content Marketing: Success Vs Failure Characteristics of Failure Always selling, rather than informing and educating Not listening, thus not evolving the content program .