Digital Marketing Course
Keith Feighery
Course Details
• 5 week course
• Presentations & Demos, Class Discussions, Class Work
• Class Participation Crucial – ask ...
Time Table
Dates Times Activity
Nov 16th
2.30 – 4.30 Class
Nov 23rd
2.30 – 4.30 Class
Nov 30th
2.30 – 4.30 Class
Dec 7th
2...
Keith.feighery@digitalinsights.ie
Career Summary
• Director of Digital Strategy with Digital Insights
• 14 Years experience developing and marketing web
and...
Course Overview
• Week 1: Introductions and Overview of Digital
Marketing
• Week 2: Social Media Platforms
• Week 3: Blogg...
Understand current online usage patterns in
your geographical area of responsibility
Irish Online Stats to Consider
• 77% of all Irish Internet Users use Facebook (approx 2M)
• Tops 2 sites visited are Googl...
The Changing Digital Landscape to Consider
Changing Digital Landscape
Proliferaton of Channels
Social Media Landscape
At high level, what are the core tactical tools
at a Digital Marketers disposal
Key Online Marketing Tactics
• Content & Inbound Marketing
– Website, blog, social platforms, partnership sites etc…
• Sea...
Core Tactics to Consider
Social Media Programmes
Be Social – Interact with People & Solicit
Feedback and Responses
Be Entertaining, Informative or Offer
Something of VALUE to Followers
Elements of a social media campaign
• Essentials of a successful campaign
– Know your target audience
– Plan goals and aim...
Case Studies
Hairy Baby
Hairybaby
Engaging with Fans
Getting People To Respond
The Good Mood Food Blog
Dazzledust
Bars - Facebook
Social
Blogs
Professional Networks
Photos
Pay Per Click Advertising
PPC Examples
Search: Health Insurance Quote
Im Sorry Flowers….
Search Engine Optimisation
SEO Case Example
Search: Flowers for newborn baby
Newborn Flowers
Email Marketing
Email Applications
Case Studies
CityDeal.ie
Schuh
Questions & Answers
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feigher...
Thank You
Week1-RPC-DigitalMarketingIntroduction
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Week1 RPC-Digital Marketing Introduction

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Week1-RPC-DigitalMarketingIntroduction

  1. 1. Digital Marketing Course Keith Feighery
  2. 2. Course Details • 5 week course • Presentations & Demos, Class Discussions, Class Work • Class Participation Crucial – ask Qs • Read as much material as possible and implement what we cover on the course • Come on time – class starts at 2.30 exactly • 2 Hour Session – No Break
  3. 3. Time Table Dates Times Activity Nov 16th 2.30 – 4.30 Class Nov 23rd 2.30 – 4.30 Class Nov 30th 2.30 – 4.30 Class Dec 7th 2.30 – 4.30 Class Oct 14th 2.30 – 4.30 Class
  4. 4. Keith.feighery@digitalinsights.ie
  5. 5. Career Summary • Director of Digital Strategy with Digital Insights • 14 Years experience developing and marketing web and digital applications • Lecturer with DIT on MA in Digital Media Technologies • Lecturer with Dublin Business School, Griffith College, Champlain College & IBAT in Online Marketing and Digital Strategy
  6. 6. Course Overview • Week 1: Introductions and Overview of Digital Marketing • Week 2: Social Media Platforms • Week 3: Blogging • Week 4: Email Marketing • Week 5: Search Engine Marketing
  7. 7. Understand current online usage patterns in your geographical area of responsibility
  8. 8. Irish Online Stats to Consider • 77% of all Irish Internet Users use Facebook (approx 2M) • Tops 2 sites visited are Google (38%), Facebook (19%) • Average Irish person spends 18 Hrs+ online each month – 4 hours 10 mins Facebook – 2 hours 51 mins Google • 13% Facebook Users Aged 13-17; 55% Aged 18-35; • 90% of 15-24 YO active on Facebook • 47% of all Facebook Users login Daily • 2.1 M Unique Visitors Each Month to YouTube (400M views) • 400K Twitter Accounts – 80K Daily Users • 480K Users on LinkedIn – 31% login weekly (9% Daily)
  9. 9. The Changing Digital Landscape to Consider
  10. 10. Changing Digital Landscape
  11. 11. Proliferaton of Channels
  12. 12. Social Media Landscape
  13. 13. At high level, what are the core tactical tools at a Digital Marketers disposal
  14. 14. Key Online Marketing Tactics • Content & Inbound Marketing – Website, blog, social platforms, partnership sites etc… • Search Engine Marketing – PPC, Display and Affiliates • Social Media Marketing – Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts • Mobile Marketing – Location Based, Text, Advertising, Coupons, Offline-Activation • Search Engine Optimisation (SEO) – Structured & Planned Content, Optimismed Vocabulary, Links • Email Marketing – Email Service Providers, Acquisition and Retention, Lead Nurturing • Measurement and Analytics – Clear Objectives and Benchmarks
  15. 15. Core Tactics to Consider
  16. 16. Social Media Programmes
  17. 17. Be Social – Interact with People & Solicit Feedback and Responses
  18. 18. Be Entertaining, Informative or Offer Something of VALUE to Followers
  19. 19. Elements of a social media campaign • Essentials of a successful campaign – Know your target audience – Plan goals and aims of campaign and channel – Think about the tone, voice and personality to adopt – Choose your platforms carefully – Think about the type of content to use on each platform – Take risks – not everything will work – Connect to other channels
  20. 20. Case Studies
  21. 21. Hairy Baby
  22. 22. Hairybaby
  23. 23. Engaging with Fans
  24. 24. Getting People To Respond
  25. 25. The Good Mood Food Blog
  26. 26. Dazzledust
  27. 27. Bars - Facebook
  28. 28. Social
  29. 29. Blogs
  30. 30. Professional Networks
  31. 31. Photos
  32. 32. Pay Per Click Advertising
  33. 33. PPC Examples
  34. 34. Search: Health Insurance Quote
  35. 35. Im Sorry Flowers….
  36. 36. Search Engine Optimisation
  37. 37. SEO Case Example
  38. 38. Search: Flowers for newborn baby
  39. 39. Newborn Flowers
  40. 40. Email Marketing
  41. 41. Email Applications
  42. 42. Case Studies
  43. 43. CityDeal.ie
  44. 44. Schuh
  45. 45. Questions & Answers
  46. 46. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie 086 6070274
  47. 47. Thank You
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