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Overview of seminar in UCD for digital and social media

Overview of seminar in UCD for digital and social media

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  • 1. Digital and Social Media: An IntroductionUCD
    Keith Feighery
  • 2. Summary
    Overview of the course
    Changing Digital Landscapes
    The Importance of relevant Content: Above all else
    Overview of key social media platforms
    Q & A
  • 3. Introductions
  • 4. 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
    30,000 Customers over 50,000 Subscribers to email
  • 5. Overview of Course
  • 6. 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
  • 7. 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
    Q & A
  • 8. Changing Digital & Customer Landscape
  • 9. Where do people get information today and how do they engage
  • 10. Where is everyone?
  • 11. Social Media Landscape
  • 12.
  • 13.
  • 14. Traditional Marketing Vs Social Engagement
  • 15. Key Platforms for Customers
    Social/Professional Networks
    Facebook, LinkedIn, MySpace (Main ones in US and Europe)
    Wordpress, TypePad, Twitter, Posterous, Tumblr
    Video, Audio & Photo sharing
    YouTube, Vimeo, Blip etc..
    Flickr, Photobucket, TwitPic, YFrog
    Foursquare, Facebook, Twitter, Yelp
    Delicious, StumbleUpon, Digg, Google Profils
  • 16. Content Drives The WebBe Relevant
  • 17. Hubspot – Inbound Marketing Company view
  • 18. 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.
  • 19. 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
  • 20. Owned Vs Paid Vs Earned Media
  • 21.
  • 22. Owned Media
    Areas to consider
  • 23. 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
  • 24. 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
  • 25. Who creates the content?
    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
    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
  • 26. 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
  • 27. 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
  • 28. Content Marketing: Success Vs Failure
    Characteristics of Failure
    Always selling, rather than informing and educating
    Not listening, thus not evolving the content program
  • 29. Questions & Answers
  • 30. Contact Details
    086 6070274