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Intermediate eMarketing workshop presentation


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Intermediate eMarketing presentation for the Central Highlands Digital Enterprise (DigiBiz) at Federation University Australia. This was held in October, 2014 at Greenhill Enterprise Centre, Mt Helen, Ballarat

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Intermediate eMarketing workshop presentation

  1. 1. Intermediate eMarketing Central Highlands Digital Enterprise (DigiBiz)
  2. 2. About DigiBiz The Central Highlands Digital Enterprise project conducts activities branded as DigiBiz. These training and development activities are managed through the Centre for eCommerce and Communications (CeCC) which is located within Federation University Australia. DigiBiz project activities are funded through the Australian Government's Department of Communications. This training session is a collaboration with the City of Ballarat through Deborah Klein, Arts Project Officer. Learn more about DigiBiz training activities:
  3. 3. Benefits of Broadband Technology Opportunity and potential of broadband technology Enhanced productivity and global competitiveness Transformative –TeleHealth- education -services- precision agriculture Broadband benefits Booming demand for data International competitiveness Productivity efficiencies Enabling a more inclusive Australia Busting the ‘tyranny of distance’ for rural and regional Australia Social Media - source of venture capital - reducing social isolation Online resources and tools -
  4. 4. At the end of this training session you will: ◻ Understand paid promotions with Facebook ◻ Discover ways to enhance images for websites and social media ◻ Identify areas ways to drive traffic to your site from social media This presentation is being displayed mostly on iPad in an attempt to remain innovative. We must try new things Learning Outcomes
  5. 5. What is eMarketing? ◻ More commonly known today as Digital Marketing - Always new ‘buzz-words’ ◻ Includes: ⬜ Search Engine Optimisation/Marketing (SEO and SEM) - Google is the big player ⬜ Online advertising ⬜ Social Media Marketing - Facebook, Twitter, Instagram - This is part of a wider ‘Pull Marketing (Inbound Marketing) strategy. ⬜ Analytics - Using data to optimise and improve your marketing campaigns ◻ The rate of change in technology can be a ‘disrupting’ factor to many businesses or community groups
  6. 6. Marketing Mix - 4 P’s The marketing mix has been disrupted since the uptake of digital marketing channels ◻ Price - Free shipping, online competitions/coupons, bulk buying, loyalty rewards... ◻ Promotion - Social Media, email mktg, mobile/apps, pay-per-click (ppc) advertising... ◻ Place (Distribution) - Retail stores, mixed with online (Clicks & Mortar), shipping... ◻ Product (Service) - Electronic products (downloads/apps), providing news/documents online...
  7. 7. Pull and Push Marketing (Integrated Mktg Comms) Inbound/outbound Marketing
  8. 8. Push and Pull Marketing (Integrated Mktg Comms) Combining the two
  9. 9. Facebook Ads Manager ◻ Different placement options ⬜ Desktop ⬜ Mobile ⬜ Newsfeed ◻ Highly targeted ◻ New mobile ads manager coming soon ◻ Approx .25c per 1000 views ◻ Newspaper $30 per 1000 views
  10. 10. Enhancing Images for Web and Social Media ◻ Autodesk range of creative apps ⬜ Sketchbook ⬜ Pixlr (also on web) ◻ Adobe Sketch, Adobe Ideas ◻ iDraw (vector based) $10:00 Other apps ◻ Sketches, Drawing Desk, PS Express (Photoshop) ◻ In-app - Instagram, Twitter Pixlr Express My pick of the image enhancing apps
  11. 11. Using Pixlr Express on iPad and uploading to Instagram
  12. 12. Original
  13. 13. Enhancing Images for Web and Social Media Instagram ◻ Great to build awareness, excite and entertain ◻ Not good for driving traffic to your website ◻ Highly engaging platform - Owned by Facebook Flikr ◻ Is good for resizing images and keeping them in one place. Paid options include Adobe Revel Vine - From Twitter - six second animations Include ‘alt-tag’ when using images on your website. This can help with Search Engine Optimisation (SEO)
  14. 14. Enhancing Images for Web and Social Media Social Media Image Resize Tool This resource came from a tweet via Agribusiness. Social media really is ‘mainstream’ these days.
  15. 15. Driving Traffic with Social Media Let’s look at: Facebook ◻ Images and links ◻ Using Facebook Insights Twitter ◻ #Hashtags ◻ New Analytics Platform Blogs ◻ Creating titles (Social Bookmark) ◻ Great for tracking clicks Pinterest ◻ Great for driving traffic to your site Instagram ◻ Not good for traffic, however some creative ways to boost awareness. Mailchimp - High engagement
  16. 16. Managing it all... Hootsuite ◻ Manage multiple accounts ◻ Schedule Posts Buffer ◻ Similar to Hootsuite ◻ Great for Facebook and LinkedIn Analytics - measuring success
  17. 17. DigiBiz – Centre for eResearch and Digital Innovation (CeRDI) - FedUni @ElliottDigital @DigibizVictoria @CeRDI_FedUni @chri5elliott Contact W: E: