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Mint GMIT - Marketing Society - 22.04.2013
 

Mint GMIT - Marketing Society - 22.04.2013

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    Mint GMIT - Marketing Society - 22.04.2013 Mint GMIT - Marketing Society - 22.04.2013 Presentation Transcript

    • GMIT Marketing Society Consultancy | Advertising | Social Media | Web Design | Search | Email MarketingMonday 22 April 2013
    • money for nothingand your clicks for free...* how to create real engagement through social media.Monday 22 April 2013
    • 1. About Mint 2. The Importance of Digital 3. Social Media Marketing 4. Sample Costings 5. What SME’s can do 6. B2B Marketing 7. Finally, some do’s and don’t’s!Monday 22 April 2013
    • 1. About MintMonday 22 April 2013
    • Experience 2013 2012 2011 2010 2009 2008 2007 2006 2005 LondonMonday 22 April 2013
    • Emergence of the Social Web 2013 2012 2011 2010 2009 2008 2007 2006 2005Monday 22 April 2013
    • Brand ExperienceMonday 22 April 2013
    • Mint Clients Education Professional Services Insurance Med/ Pharma FMCG Retail Hospitality Charity Sport and friendsMonday 22 April 2013
    • Digital Marketing Lecturing Speaking Workshops Midlands and West Enterprise ProgrammeMonday 22 April 2013
    • Speaking/HighlightsMonday 22 April 2013
    • Our ApproachMonday 22 April 2013
    • 2. The Importance of DigitalMonday 22 April 2013
    • Online Advertising Online Advertising 12.20% TV Advertising -5.90% Radio Advertising -11.10% Outdoor Advertising -8.90% Magazine Advertising -4.10% Newspaper Advertising -5.40% -15.0% -11.3% -7.5% -3.8% 0% 3.8% 7.5% 11.3% 15.0% Source: IAB PwC Online AdspendMonday 22 April 2013
    • Digital Marketing: B2B v B2CMonday 22 April 2013
    • But for both, users find you onlineMonday 22 April 2013
    • What you can do The purpose of this digital marketing strategy is to funnel the various target audiences to very specific and relevant end goals: to a tangible and measurable call to action. Email Social Google Advertising PR Generate more ‘leads’ at the top Marketing Media PPC (Display, Press etc) of the sales funnel using a combination of Display Advertising, Email, Google PPC, Social Media, Online PR, Video Advertising, Press etc. Use simple techniques to filter and process these leads more effectively to generate more quality traffic to specific areas of the website. (E.g. targeted/personalised content leading to dynamic landing pages) Tangible CTAMonday 22 April 2013
    • The Tools to Use 1 2 3 4 5 Revise website Generate content to Launch Google Targeted Email Increase based on user attract visitor PPC Campaign - Marketing to different opportunities to analytics, best registrations, e.g. drive target audience groups. generate PR and practice UX design, white papers, audiences to Build and segment Online PR. add DLP’s/ guides etc specific areas. databases. Refine language options. content/communities 6 7 8 9 10 Utilise Blog and Launch Search Targeted Display Promote content to Increase Social Media Sites Engine Optimisation advertising working relevant audiences - opportunities for activities with PPC Ads based on crowd-sourcing/ segmented community building databases from the NetworkMonday 22 April 2013
    • The Tools to Use 1 2 3 4 Awareness Consideration Engagement Goal / Research AWARENESS: CONSIDERATION: ENGAGEMENT: GOAL: ๏ PPC ๏ Website Redesign ๏ Social Media ๏ Email Marketing ๏ Email Marketing ๏ SEO Campaigns ๏ Social Media ๏ Video Marketing ๏ Video Demo’s ๏ Content ๏ PPC ๏ Blog ๏ Dynamic Landing Pages ๏ Social Media ๏ Calls to action ๏ Site content ๏ Downloadable contentMonday 22 April 2013
    • social media platformMonday 22 April 2013
    • A GUIDING THOUGHTDON’T INTERRUPT YOUR AUDIENCEWITH INFORMATION THAT INTERESTSYOU ONLYEARN THE RIGHT TO CREATECOMMUNICATION IDEAS THAT BECOMEWHAT YOUR AUDIENCE IS INTERESTEDIN. Monday 22 April 2013
    • “A brand is no longer what a company says about its product, it’s what a friend tells a friend” Make the user engage, share and personalise – make them your brand ambassadorsMonday 22 April 2013
    • T-MobileMonday 22 April 2013
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    • Monday 22 April 2013
    • Monday 22 April 2013
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    • Monday 22 April 2013
    •  Every minute of every day, more than a half- billion members of Facebook collectively create almost 1 million photos, wall posts, status updates, and other bits of content.Monday 22 April 2013
    •  Every minute of every day, more than a half- billion members of Facebook collectively create almost 1 million photos, wall posts, status updates, and other bits of content.  Twitter looks tame by comparison - the network sees more than 125,000 tweets a minute.Monday 22 April 2013
    •  Every minute of every day, more than a half- billion members of Facebook collectively create almost 1 million photos, wall posts, status updates, and other bits of content.  Twitter looks tame by comparison - the network sees more than 125,000 tweets a minute.  YouTube receives more than 48 hours of video per minute. If you watched video every minute of your life, youd get through 10 days worth of YouTube uploads.Monday 22 April 2013
    • Word of Mouth - when users interact with your campaign, stories linking to your page go to their friends via news feeds, driving word-of-mouth to a wider circle of friends.Monday 22 April 2013
    • Why do people befriend brands?Monday 22 April 2013
    • Importance of Digital Marketing Marketing Strategy Twitter ๏ Use it to drive traffic to blog posts/press release headlines ๏ Tap in to relevant hashtags ๏ Follow popular /noteworthy figures in the industry, engage them in conversation ๏ Direct traffic to competitions on facebook page/ website ๏ Customer service ๏ Design a skin ๏ Have follow us buttons on siteMonday 22 April 2013
    • ImportanceLinked In Marketing Marketing Strategy of Digital ๏ Get staff to create profiles and connect ๏ Link from ‘about us’/‘team’ to their linked in profiles ๏ Create company profile ๏ Join Groups ๏ Connect to people you know - after a sales call, add them ๏ Fill out company product and servicesMonday 22 April 2013
    • ImportanceYoutube Marketing Marketing Strategy of Digital ๏ Use it to showcase products ๏ To drive traffic to your site ๏ To host videos ๏ Video a customer talking about themselves and working with you ๏ Customize your web page ๏ Link to youtube from your website, blog etcMonday 22 April 2013
    • Importance of Digital Marketing Marketing Strategy Facebook ๏ Create a like page ๏ Get found, promote your stuff, connect, add value for users ๏ Put links on your website ๏ Encourage people to ‘like’ your page ๏ Custom design tabs, cover photo etc. ๏ Test facebook ads ๏ Drive users to a competition appMonday 22 April 2013
    • ESB Electric IrelandMonday 22 April 2013
    • ESB Electric Ireland Every day of the Hunt, the Electric Picnic mascot Sparkhead was hiding somewhere in Ireland. To find him each day, everyone had to get tweeting: whatever they liked to whoever they liked, so long as it included the hashtag #ShareTheEnergy And tweet they did - during the five days of the Hunt, there were over 10,000 tweets with the hashtag #ShareTheEnergy. An average of 2000 tweets per day, each of which made the aerial map of Ireland zoom in until Sparkhead’s actual location was revealed.Monday 22 April 2013
    • Facebook has 2,116,200 Users in Ireland Strong Reach 2nd Most Trafficked Website The advertising inventory is highly targeted and cost effectiveMonday 22 April 2013
    • Hennelly FinanceMonday 22 April 2013
    • Hennelly FinanceMonday 22 April 2013
    • Hennelly FinanceMonday 22 April 2013
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    • Monday 22 April 2013
    • Harcourt Shopping Centre’s In Dec 2011, we launched Christmas campaigns in six shopping centres around the country. Harcourt Developments portfolio of  centres in Ireland include Galway, Laois, Parkway in Limerick, Letterkenny, Dundalk’s Longwalk and Donaghmede Shopping Centres. The objective was to create an engaging campaign that would capture the attention of the relevant target market and add value – keeping the centres front of mind at this key retail period. The campaign was hugely successful, with growth rates of 248% on average across all six centres. d to 2000, increase average 6,000 fans - on ing across 6 shopp centresMonday 22 April 2013
    • Pass the Parcel A Like Gate to increase fanbase Humourous Questions ensure the user had an entertainging user experience!Monday 22 April 2013
    • Multiplier Mechanic The users score is multiplied by the number of friends the app is sent to capitalising on the viral reach potential of facebook.Monday 22 April 2013
    • Harcourt - Share the Love Following the huge success of the ‘Pass the Parcel’ campaign for all six Harcourt Shopping Centres we decided to reskin this competition for Valentines Day! Share In-store d 18, Posters 790 ti mes !Monday 22 April 2013
    • Avonmore Peakfresh We developed the ‘Make and Take to Win’ competition on facebook for Avonmore Peakfresh Milk, Irelands largest milk brand. The campaigns asks the public to upload their own stylised milk character in order to enter the competition to be in with a chance to win cash prizes. Users were able to upload pictures via twitter, facebook, instagram and from their desktop. We are also in the middle of developing a game for this campaign, where the user will herd glasses of milk in a field using a dog character! Link: www.facebook.com/AvonmoreMilk d 5000, increase to 13,000 fansMonday 22 April 2013
    • Avonmore Peakfresh Some of the UGC (user generated content) achieved through this campaign!Monday 22 April 2013
    • Avonmore Peakfresh Avonmore PeakfreshMonday 22 April 2013
    • Salthill Hotel ‘Pic the Wall’ Award winning 500, increased campaign! to 5,500 fansMonday 22 April 2013
    • Salthill Hotel: An award winning campaign!Monday 22 April 2013
    • Abair Leat Abair Leat is the worlds first social network dedicated to a minority language - Irish. To drive the high proportion of facebook users to the website we decided we needed to develop an app that would grab the target markets attention and engage them, using a series of clips from popular movies such as Toystory, The Kings Speech and Lord of the Rings, we dubbed over clips in Irish with hilarious consequences! The user was then asked to answer a series of questions, to increase their chances of winning, users were able to mulltiply their score by sending the app on to freinds, increasing the viral reach of the campaign vastly. Link: www.facebook.com/abairleat 0, increased to 5,000 fansMonday 22 April 2013
    • Were you BORN to be a Designer? To promote BORN Clothing’s fabulous clothing lines and wide range of designers we developed a facebook competition that would be fun, engaging and above all showcase their range. The ‘Were you BORN a Designer’ facebook application allows users to create a look from BORN Clothing’s Summer range to be in with the chance of winning one of many daily prizes – from vouchers to handbags, shoes and clothes.Monday 22 April 2013
    • sage facebook campaignMonday 22 April 2013
    • Home Pharmacy Business Logo Cards Headed Paper WebsiteMonday 22 April 2013
    • Sample CostingsMonday 22 April 2013
    • Branding circa €100 On Youtube, Twitter, FacebookMonday 22 April 2013
    • Facebook App €800 - €12,000 +Monday 22 April 2013
    • sample costing Facebook Campaigns: Hourly Hours Rate Cost Planning 1 Project management 10 €65 €650.00 2 Wireframes 8 €65 €520.00 3 Design of initial campaign look and feel 10 €65 €650.00 4 Copywriting 4 €65 €260.00 5 Design of main page 12 €65 €780.00 7 Design of subpages 8 €65 €520.00 8 Development 25 €65 €1,625.00 9 Testing 6 €65 €390.00 10 Deployment 3 €65 €195.00 11 Maintenance 6 €65 €390.00 Total: €5,986.00Monday 22 April 2013
    • SME’sMonday 22 April 2013
    • Marketing Strategy North SocialMonday 22 April 2013
    • Monday 22 April 2013
    • Monday 22 April 2013
    • Monday 22 April 2013
    • Facebook CompMonday 22 April 2013
    • Email Marketing Logo WebsiteMonday 22 April 2013
    • Business Cards A5 Flyers Promo Material Press Pop Up Ad StandsMonday 22 April 2013
    • B2B MarketingMonday 22 April 2013
    • The Overall Approach 1) Acquire customers 2) Promote Value Proposition 3) Target Buyers 4) Direct them to Content - allow white paper’s to be downloaded 5) Drive Traffic - use targeted emails offering the white paper, plus google ads and PR 6) Capture DetailsMonday 22 April 2013
    • Customer AcquisitionMonday 22 April 2013
    • Value Proposition ๏ Who is this for? ๏ What is the need it addresses? ๏ How do you solve that need/problem? ๏ Is this unique to you? ๏ Your unique capability produces what for me? ๏ What impact will it have? (Money, time saved, benefits...) ๏ Can you give me an example (evidence)? ๏ How long will it take to process order? ๏ What about the obvious alternative (do nothing, competitor etc) ๏ Is this value proposition sustainable? (is it future proof?) ๏ What results will this produce for me?Monday 22 April 2013
    • Your BuyersMonday 22 April 2013
    • Crossing the ChasmMonday 22 April 2013
    • Importance of Digital Marketing Customer Acquisition Marketing Strategy Email Marketing, Social Encourage Sales Media, Direct Mail Selling Opportunity SEO, PPC, PR, Value proosition, site Demonstrate Value, Content plan, Email design, callls to action, product videos, engagement, Social Media, landing pages, content, don’t let them figure remind customers of the lead capture, follow up things out alone vale you deliverMonday 22 April 2013
    • Do’s and Don’t’sMonday 22 April 2013
    • how to make social media work for you ✓ Offer value - either through engaging content, previews, coupons, prizes or offers. Recruit through games and daily prizes ✓ Achieve visability - stand out through engaging campaigns, use popular references - make sure your campaign resonates. ✓ Be conversational - create a tone of voice that cuts through and engages. It should be a dialogue ✓ Loyalty - build a loyal customer base to leverage organic spread ✓ Resource - be ready to respond to your customers and encourage them to talk about your brand ✓ Commitment - be ready to make a commitment beyond a campaign ✓ Integration - know how any other marcomm strategies will integrate with your social media campaign. Are there other assets (tools and content) can you leverage? ✓ Measurability - think about how you will measure successMonday 22 April 2013
    • Some common pitfalls Post too frequently. The recommended number of posts for brands is about 1 – 2 posts per day Not engaging with people in comments. Don’t forget that you have to engage with your fans and respond to them – make sure you reply to people when they have questions, even stupid ones! Arguing with your fans. If you have an angry fan, answer unemotionally and drive the conversation elsewhere Delete negative comments. Never delete negative comments. Never, almost never... 99.99% never! Running competitions against the sites rules. Don’t announce winners solely over Facebook, ensure you have adequate terms and conditions, and a data policy Not using applications/tabs. The best thing about Facebook is that you can create a campaign that will drive and boost your community organically. Sending your fans to your site Only. Sending fans to your site is not the best way of keeping your community really active and sharing. Communities love videos and pictures, but if you just send them links to your page only, that won’t do the trick (unless it’s really relevant content), but always make sure to mix the content. Not using Facebook landing tabs. Landing tabs are a very important part of your Facebook page, and can make your page grow 40% faster.Monday 22 April 2013
    • thank you! Zara Sheerin | Managing Director | Mint Digital m. +353 86 84 77 512 | e. zara@mintdigital.ie | l. www.linkedin.com/in/zarasheerinMonday 22 April 2013