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Week1-RPC-DigitalMarketingIntroduction

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Week1 RPC-Digital Marketing Introduction

Week1 RPC-Digital Marketing Introduction

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Week1-RPC-DigitalMarketingIntroduction Week1-RPC-DigitalMarketingIntroduction Presentation Transcript

  • Digital Marketing Course Keith Feighery
  • 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
  • Time Table Dates Times Activity Nov 16 th 2.30 – 4.30 Class Nov 23 rd 2.30 – 4.30 Class Nov 30 th 2.30 – 4.30 Class Dec 7 th 2.30 – 4.30 Class Oct 14 th 2.30 – 4.30 Class
  • [email_address]
  • 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
  • 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
  • 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 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)
  • 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…
    • 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
  • 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 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
  • 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 [email_address] 086 6070274
  • Thank You