Digital Marketing: How to Earn Attention Online

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#1 - Digital marketing crash course
#2 - Examples of awesome digital marketing campaigns
#3 - Tactics for students to enhance their online presence

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Digital Marketing: How to Earn Attention Online

  1. 1. How to Earn Attention OnlineMichael Chidzey | Head of Digital Marketing |
  2. 2. Before we begin… an apology
  3. 3. ..and house rules
  4. 4. What is digital marketing?
  5. 5. Plan of action#1 - Digital marketing crash course
  6. 6. Plan of action#2 – Awesome DM campaigns
  7. 7. Plan of action#3 – Tactics that you can do today
  8. 8. Any questions tweet @michaelchidzey
  9. 9. Let’s start with a story…
  10. 10. Website: http://www.dollarshaveclub.com/
  11. 11. The video cost $4000/£2630 to make and earned 12’000 customers in 48 hours and currently has 10 million views This didn’t just happen, it was earned.Further reading: http://bit.ly/11cmD3G
  12. 12. Digital marketing: where to start?
  13. 13. Identify potential customersIdentify your audience: http://mz.cm/cwMjTj
  14. 14. Identify potential customers …and interests and painpointsIdentify your audience: http://mz.cm/cwMjTj
  15. 15. and influencersIdentify your audience: http://mz.cm/cwMjTj
  16. 16. Look for influencers …and get to know themIdentify your audience: http://mz.cm/cwMjTj
  17. 17. Find where they spend timeIdentify your audience: http://mz.cm/cwMjTj
  18. 18. Find where they spend time …and be thereIdentify your audience: http://mz.cm/cwMjTj
  19. 19. How do people buyin 2013?
  20. 20. They Google“100 billion Google searches per month”:http://searchengineland.com/google-search-press-129925
  21. 21. Investigate“100 billion Google searches per month”:http://searchengineland.com/google-search-press-129925
  22. 22. Ask friends
  23. 23. Read expert advice
  24. 24. Find communities
  25. 25. Dig into every detail
  26. 26. …then they buyYour job is to be in all of those places.
  27. 27. It isn’t easyFurther reading: http://inbound.org
  28. 28. 8 ways to earn attention online
  29. 29. #1 – Create interesting products
  30. 30. Werewolf hunting experienceFurther reading: http://www.gadling.com/2012/09/29/werewolf-hunters-wanted-experience-not-required/
  31. 31. Events at the big brother houseProduct page: http://hirethebigbrotherhouse.com
  32. 32. #2 – Report on and/or create the news
  33. 33. Number 10 experience
  34. 34. North Pole world record attemptProduct page: http://timwilliamson.org/
  35. 35. #3 – Build relationships withpotential customers
  36. 36. Through engaging social profilesFacebook page: http://www.facebook.com/DominosPizza
  37. 37. By dealing with problems wellWatch the video:http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded
  38. 38. #4 – Integrate offline and online content
  39. 39. Plan and test before going live
  40. 40. Bizarre world championshipsOffice chair race:http://blog.chillisauce.co.uk/category/chillisauce-office-chair-challenge/
  41. 41. World record bra – year 1World Record Bra: http://worldrecordbra.com
  42. 42. #5 – Identify & use your assetsand USPs
  43. 43. World record bra – year 2World Record Bra: http://worldrecordbra.com
  44. 44. Oyster.com photo fakeoutsFurther reading: http://www.oyster.com/hotels/photo-fakeouts/
  45. 45. #6 – Create ‘sticky’ content
  46. 46. Useful content - eventjuiceFurther reading: http://eventjuice.co.uk
  47. 47. Fun content - Chillisauce blogFurther reading: http://blog.chillisauce.co.uk
  48. 48. #7 – Share interesting data
  49. 49. LeisureStats.comFurther reading: http://www.leisurestats.com/what-your-choice-of-technology-says-about-you/
  50. 50. #8 – Inspire people
  51. 51. Nike: MAKE IT COUNTWatch the video: http://www.youtube.com/watch?v=WxfZkMm3wcg
  52. 52. Tactics for studentsto enhance theironline presence
  53. 53. Q&As – be the expert
  54. 54. Participate in communitiesBoardreader: http://boardreader.com/
  55. 55. Create a blogWordpress: http://wordpress.com/ Further reading: http://www.problogger.net/
  56. 56. Guest blogFurther reading: http://www.problogger.net/
  57. 57. Discover and share
  58. 58. Build relationshipsFollowerwonk: http://followerwonk.com/
  59. 59. Share presentationsSlideshare: https://www.slideshare.net/
  60. 60. Build authentic social profiles
  61. 61. Satisfy popular searches
  62. 62. Inbound marketing channelsFurther reading: http://inbound.org
  63. 63. Everything’s easier with fans.Your job is to make you, yourclient and company famous.
  64. 64. Thanks!Michael Chidzey | Head of Digital Marketing |

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