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Introduction to digital marketing



Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.

Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.



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  • Handouts: Key data capture Links to Google Analytics
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Introduction to digital marketing Introduction to digital marketing Presentation Transcript

  • Creative Exchange Introduction to Digital Marketing Trainer: Susi O’Neill 28 th September 2010
  • Today’s programme
    • Introduction to social marketing
    • Digital health check
    • Web/social media stats and analytics
    • Mobile media
    • Pay-per-click advertising
    • Effective email marketing
    • Blogging
    • Search engine optimisation (SEO)
    • Social media platforms: Twitter, Facebook, LinkedIn
    • Action plan: Preparing your e-marketing strategy Video: Social media in plain English
  • We’re not in Kansas anymore
  • Yesterday’s social media technologies
  • Today’s social media technologies
  • Today’s social media applications
  • Social media content
  • Your social graph
  • We haz an iPad strategy?
  • Why a social media strategy?
  • Changing the game “ When we change how we communicate, we change society.” Clay Shirky, Here Comes Everybody
  • “ Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money ” (gmarketing.com) Social media is a new name for an old thing
  • Isn’t the web inherently social? Usenet Newsgroup, established 1981 (now Google Groups)
  • Isn’t the web inherently social? Google Wave, collaborative communication tool, launched Sept 2009 (RIP Aug 2010)
  • Old media: lean back
  • New media – lean forward
  • Old media: New media
  • From direct to personalised marketing David Wilcox, The Social Reporter
  • “ Markets are conversations. When you think of the internet, think of a table for two.” The Cluetrain Manifesto
  • “ Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky” Seth Godin, Purple Cow
  • Social media is conversational
  • The three types of e-marketing
    • Transactional
    • E-Commerce
    • Direct marketing
    • 2. Promotional
    • Online content Viral marketing Email marketing Brand sponsored media
    • Conversational
    • Digital engagement Social networking Web 2.0/ shared data,/bookmarking User-generated content
  • The three types of e-marketing
    • Transactional
    • E-Commerce
    • Direct marketing
    • 2. Promotional
    • Online content Viral marketing Email marketing Brand sponsored media
    • Conversational
    • Digital engagement Social networking Web 2.0/ shared data,/bookmarking User-generated content
    Social Media
  • The social media shamrock
  • The seven roads of social media
    • Generate new work
    • Customer service
    • 3. Improve customer retention
    • 4. Increase your knowledge
    • 5. Align with your competitors
    • 6. Establish authority as an expert
    • 7. Do business more productively PCM Creative www.pcmcreative.co.uk
  • How does social media marketing work? 100 passionate users 1000 true fans
  • Source: Altimeter
  • Social media accounts for 1/6 of time online
  • The rise of the digital native Born after 1980 20,000 hours online by age 20 93% of 12-29 years olds online 73% use social networks
  • Prosumer (Consumer as producer)
  • Comparing Digital natives with silver surfers Forrester: 2009
  • Social media speeds up the sales funnel
  • Signal to noise ratio
  • How are you finding it so far?
  • Small business case studies
  • Wiggly Wigglers, Herefordshire Dell Global Small Business Excellence Award, 2008 Worm video Online
    • #Moonfruit
    • Twitter campaign to
    • Win a Macbook pro: 600% web traffic increase Doubled sign-ups
    • Top trending topic on Twitter
    • Blendtec: Will it blend? Selling a $399 blender through a video series Sales increase: 20% Cost of 5 videos: $50 Promotional tools: YouTube and Digg Outcome: TV appearances on prime time TV Video
  • Developing a social marketing strategy
  • Strategies: POST (external) People Strategies: POST (external) People Objectives Strategy Technology Taken from ‘Groundswell’ (Forrester, 2008) Josh Bernoff & Charlene Li
  • Strategies: POST (internal)
  • Strategies: SEAT
  • The 5 Cs of online marketing
  • Keywords Wordle.net for Creative Exchange on Twitter ( @cexderby )
  • Social media functions Listening : Credit Mutuel – If I were a banker Talking : P&G BeingGirl Energizing : Scottevest , Norman Records Supporting: Dell Development : Sales Force , Lego Users Group Network
  • Social strategy planning process Phase 2: Testing & planning Phase 3: Implementation Phase 4: Measurement & review Phase 1: Listening
  • Return on investment (direct marketing)
    • Digital
    • activity
    Customer interaction End sale
    • Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)
  • Return on engagement (relationship marketing)
    • Conversation
    interaction Reduced cost/ Increased sale
    • Metrics: Website traffic from social platforms Quality of network (relevancy and influence) Volume and percentage of network interaction
  • Any Questions?
  • Your web & social media health check
  • Competitor analysis Organisation Website ranking (Alexa.com) Twitter followers Facebook fans Inbound links (Alexa.com) Key features Me My peer My mentor My key influencer My hero
  • User personas
    • Who are they?
    • Why are they coming to your site?
    • Where from? What value can you give them? How are they finding you?
    • When in their buying cycle?
  • Stats and analysis
  • The mobile web
  • The social web goes mobile
  • Third Spaces
  • Pay-per-click advertising
  • Pay-per-click tips: Use for event specific campaigns Use geographic filtering Work on landing page Ensure keywords are relevant Do test campaigns Intensively research keywords Check regularly, watch your budget
  • Other types of advertising: LinkedIn Facebook (targeted by profile demographics) Specialist website
  • Email Marketing: Case studies Innocent Smoothies – community Cheap Flights – sales Flavourpill – daily culture
  • Comparing email and social media
  • Email marketing tips:
    • Post regularly, keep to promise
    • Post previous example online
    • Ask for minimum data at sign-up
    • Add value e.g. Announcements
    • Segment data where appropriate
    • Use call-to-action subject lines
    • Use A-B testing MailChimp
  • Blogging: Platforms: WordPress TypePad Blogger New and product blogs: Created in Birmingham English Cut 4IP Photo blog: Inside a Black Apple Clore Leadership Program Video blog: Documentally
  • Blogging tips:
    • Consider how a blog complements other content strands e.g. news, events, PR
    • Create keyword rich content relating to your projects
    • Create posts mainly of 300 words or more
    • Use embedded images, photos, video & audio
    • Have a minimum update frequency
    • Use multiple authors Beginner’s guide to Blogging: digitalconsultant.co.uk/research
  • Search Engine Optimisation (SEO)
    • Improving visibility by ‘Organic’ unpaid search engine results
    • Research keywords – add across site
    • Use accessible design and content management
    • Make your content findable/shareable in social media, especially YouTube and Twitter
  • Social Media Platforms
  • Social networks are the spokes of your web hub Your Website
  • Social networks: Twitter
    • Hootsuite
  • Facebook
    • Pages:
    • TateModern Mashable Coca Cola Dominos Pizzas Creative Nottingham
  • Facebook tips
    • Link website news to status updates
    • Allow people to comment/share/interact
    • Add multimedia content periodically (photos, video)
    • Allow customers to upload their own photo/video content
    • Don’t link from Twitter to Facebook!
  • LinkedIn
    • Answers show your expertise (or ask questions)
    • Company profile
    • Promote events
  • Ning www.creative-enterprise-network.com
  • Action planning
  • More resources Creative Exchange – media & e-marketing courses Social Marketing Strategy Tues 12 th October, £99 Introduction to Multiplatform Production and Marketing, Tues 26 th October, £195 Digital Strategy – Thurs 28th October, £150 www.derby.ac.uk/creative-exchange Creative Industries Network, Derby Database of Derbyshire creative businesses including web & marketing www.creative-cin.co.uk
  • Thank you
    • Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk
    • Twitter @susioneill LinkedIn/Facebook @susioneill
    • email: [email_address] Tel: 07981 222799