Digital Leadership       by Niall McKeown     twitter@niallmckeown
Agenda  Know YourselfKnow Your Customer Know Marketplace
rself!      Y ouKn ow
Nothing              New    Changes             Website                               ChooseLaunch                       B...
NewCreate                Launch                               Website Web                                       Choose    ...
TV &Promotion    Radio   PR         Print             Email            Marketing  Push             Search             Soci...
Cultural“We currently have an opening for a HR BusinessPartner. Here at Twitter, the goal of HR is to serveas a consultant...
CulturalTechnical            Values             Visual                Mission & Vision                   Objectives       ...
CulturalTechnical             Values             Visual                 Mission & Vision            Objectives            ...
(customers perspective)                                                        Your Business1                             ...
(customers perspective)                                                        Your Business1                             ...
Becoming the Leader: Corporate Marketing RoadmapExecution            Market Events / Triggers                             ...
Omnipresence
TalentChannel        Time              (Marketing,   Cash            ( days per month)   Management,                      ...
Aepona Revenues   Grow From $21M to $35M  In 12 Month
KNOW YOURCUSTOMER
Viva La Customer
(customers perspective)                                                        Your Business1                             ...
About Us                              Accommodation                                 Competitions                          ...
(customers perspective)                                                        Your Business1                             ...
SEARCH CLICK THROUGH                                 #1           #2          #3           #4          #5                 ...
KNOW YOUR  MARKET
ur self      w  Y o         m er  Kn o        Cus to       Y our      a rketKno w       ur  M         Y o
Need Help WithDigital Leadership?          Niall McKeown     nmckeown@ionology.com        +44 7788 752285      twitter@nia...
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON
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Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON

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  • Slide 11 is brilliant. It explains who should use Social Media, When and How. The logic behind the model reminded me so much of Michael Porter's Competitive Strategy (1980) which outlines three generic business strategies: cost leadership, differentiation, and market segmentation or focus. I am really looking forward to Niall's book.
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Digital Leadership - Picking the Right Digital Marketing Tools for your Business - Niall McKeown - iON

  1. 1. Digital Leadership by Niall McKeown twitter@niallmckeown
  2. 2. Agenda Know YourselfKnow Your Customer Know Marketplace
  3. 3. rself! Y ouKn ow
  4. 4. Nothing New Changes Website ChooseLaunch Best Design Write 360˚ Select MissionContent Technology Embed Navigation New Tools
  5. 5. NewCreate Launch Website Web Choose Best DesignContent 360˚ Select Technology Embed New Tools Navigation & Structure
  6. 6. TV &Promotion Radio PR Print Email Marketing Push Search Social Passive Website Private Extranet
  7. 7. Cultural“We currently have an opening for a HR BusinessPartner. Here at Twitter, the goal of HR is to serveas a consultant across the organisation, to Technical Visualshepherd the core values and to protect the Valuesculture,”- Twitter First Job Post For Dublin October 2011 Commercial
  8. 8. CulturalTechnical Values Visual Mission & Vision Objectives Structure & Tactics Finance Planning, Deadlines & KPI Commercial
  9. 9. CulturalTechnical Values Visual Mission & Vision Objectives Structure & Tactics Finance Planning, Deadlines & KPI Commercial
  10. 10. (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  11. 11. (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  12. 12. Becoming the Leader: Corporate Marketing RoadmapExecution Market Events / Triggers ip sh Customer Wins er Success Stories ad Le Endorsements ht p ug s hi Tho er g ad t in Le id a ht al ug -V Tho n is io ing V ld e B ui th - ng io n izi is al V Re th e Market-Making g Communicating t in Influencing a ic Building Trust & Advocacy un m C om Vision 6 www.aepona.com
  13. 13. Omnipresence
  14. 14. TalentChannel Time (Marketing, Cash ( days per month) Management, Outsource)Blogging 0.5 MGT LOWOnline PR 1 OUT HIGH Email 0.5 MKT LOW Social 1.5 MKT LOWWebinar 2 OUT HIGH SEO 2 OUT HIGH
  15. 15. Aepona Revenues Grow From $21M to $35M In 12 Month
  16. 16. KNOW YOURCUSTOMER
  17. 17. Viva La Customer
  18. 18. (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  19. 19. About Us Accommodation Competitions Contact Us Downloads Home Page Watch Video Shop Things To Do Transport Unknown Visitor Pass 200000 175000 150372 150000Page Impressions 125000 100000 75000 50000 33932 23547 25000 13079 16526 3279 478 2655 487 648 2160 463 0 About Us Accommodation Competitions Contact Us Downloads Home Page Watch Video Shop Things To Do Transport Unknown Visitor Pass
  20. 20. (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority Interesting 2 4 Omnipresence Smooth or Authority All Media Earned MediaMass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake6 8
  21. 21. SEARCH CLICK THROUGH #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 18.2 10.1 7.2 4.8Google 3.1 2.8 1.9 1.8 1.5 1 0 5 10 15 20 Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011
  22. 22. KNOW YOUR MARKET
  23. 23. ur self w Y o m er Kn o Cus to Y our a rketKno w ur M Y o
  24. 24. Need Help WithDigital Leadership? Niall McKeown nmckeown@ionology.com +44 7788 752285 twitter@niallmckeown

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