Griffith College Online Marketing Course Introduction and Overview - Digital Strategy Session

1. Certificate in Online Marketing, Sales & Digital Strategy Keith Feighery

2. Course Overview 12 week course Project Assignment Based Lectures, Hands-on group work, class presentations Assignment due 2 weeks after final class Class participation is key Essential to read suggested course materials blogs, books, reference sites, podcasts, webinars etc…

3. Time Table

4. Keith.feighery@digitalinsights.ie Moodle – Online Marketing and Digital Strategy

5. Course Overview Developing and executing Digital Strategy Digital and Online Marketing Programmes Content Marketing Programmes B2C and B2B Online Marketing Tactics SEO, PPC, Email, Display, Automated Marketing Solutions, Mobile Social Media Marketing Strategies & Tactics Online Sales Optimisation Digital Media Content Creation Implementing Measurement Programmes

6. Reading Lists

7. Readings Core Text Books New Rules of Marketing and PR – David Meerman Scott Now is Gone – Brian Solis Engage – Brian Solis Groundswell – Charlene Li and Josh Bernoff Web analytics 2.0 - AvinashKaushik Advanced Google AdWords – Brad Geddes Supplementary Reading: Flip the Funnel – Joseph Jaffe Web analytics : an hour a day – AvinashKaushik Landing Page Optimization: The Definitive Guide to Testing Time Ash Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg

8. Podcasts Podcasts Forimmediaterelease.biz Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) Marketing Over Coffee PPC Rockstars – David Szetela Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/ Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/ On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx Marketing Experiments – Website Optimisation

9. Websites Digital Marketing http://www.marketingprofs.com http://www.marketingsherpa.com/ http://www.twistimage.com/blog/ http://econsultancy.com/ www.adage.com http://johnbell.typepad.com/ www.mashable.com www.rww.com www.emarketer.com www.junta41.com www.hubspot.com http://sethgodin.typepad.com/

10. Social Media Social Media www.webstrategist.com/blog www.brandrepublic.com/ http://www.socialmediatoday.com www.techcrunch.com www.mashable.com http://blogs.forrester.com/groundswell/ http://www.casestudiesonline.com/ www.nevillehobson.com http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ http://www.beingpeterkim.com/2008/09/ive-been-thinki.html http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/

11. Online PR Online PR/Communications http://www.webinknow.com/ http://www.nevillehobson.com/ http://www.steverubel.com/ http://blog.holtz.com/ http://kdpaine.blogs.com/ http://darmano.typepad.com/logic_emotion/ http://www.shivsingh.com/goingsocial/ http://www.theharteofmarketing.com/ http://www.insidepr.ca/ http://www.acrossthesound.net/

12. SEO SEO/PPC searchengineland.com/ searchenginewatch.com/ www.mattcutts.com www.seroundtable.com/ http://www.seomoz.org/ www.toprank.blog.com www.searchenginejournal.com/ www.seobook.com www.seochat.com/ www.semrush.com/ www.googlerankings.com/ www.sitepoint.com/article/ultimate-seo-checklist www.searchengineguide.com/

13. B2B Sites and Products B2B Marketing and Lead Management blog.startwithalead.com/weblog/ marketinginteractions.typepad.com/ www.leadsloth.com www.propellingbrands.wordpress.com www.leaddogs.com www.market2lead.com www.churchofthecustomer.com www.customerexperiencematrix.blogspot.com/ www.funnelholic.com B2B Marketing Products www.alterian.com www.eloqua.com www.marketo.com www.reachforce.com www.genius.com

14. Websites Analytics http://www.webmetricsguru.com/ http://www.kaushik.net/avinash/ http://lifeanalytics.blogspot.com/ http://andrewchenblog.com/list-of-essays/ http://blog.revahealth.com/ http://crazyegg.com/ http://haveamint.com/ A/B & MultiTesting http://www.abtests.com/ https://www.google.com/analytics/siteopt/splash?hl=en http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/ http://www.vertster.com/ http://www.whichmvt.com/

15. Google/Conversion Related Google Related www.google.com/support/forum/p/websiteoptimizer?hl=en www.google.com/webmasters/ www.google.com/support/conversionuniversity/ www.google.com/adwords/webinars/agency.html www.google.com/insights/search/# adwords.google.com/select/AdTargetingPreviewTool adwords.google.com/select/KeywordToolExternal www.google.com/trends Keywords freekeywords.wordtracker.com/ inventory.overture.com/d/searchinventory/suggestion/ Online Conversion Related conversionroom.blogspot.com/ www.widerfunnel.com/proof/case-studies

17. Core Components of Digital Strategy

19. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…

20. Know exactly who your audience is – and where they reside digitally

21. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

22. Develop a content strategy for your site and digital channels – that adds value for your customers

23. “Whats in it for me” – always from the customer perspective

24. Use customer lexicon – not yours

25. Create Activation and Conversion points within your digital assets

26. Build relationships – not always selling

27. Funnel marketing, top of mind, inform, educate and entertain

29. Iterative Approach To Creating Digital Marketing Plans and Strategies

30. Iterative Digital Marketing Strategies

31. The Changing Digital Landscape

32. Traditional Marketing Vs Social Engagement

33. Digital Consumption Trends 1.85 Million people currently on Facebook in Ireland Approx 200K on Twitter Approx 200 Million People per month access Facebook on mobile Devices The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010 70% of online adults, ages 55 and older, use social tools at least once a month

34. Proliferation of Channels

35. Social Media Landscape

36. The Rise of Facebook

38. Businesses & organisations must embrace a more social engagement because it is happening with or without them

39. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer

40. Marketers must understand the dynamic of communities

41. Differentiated Digital Media Model

42. Digital Marketing Media Mix

43. Content & Inbound Marketing

44. Hubspot – Inbound Marketing Company view

45. Inbound Marketing Characteristics

46. Characteristics Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than to paid ones) Once started, provides an ongoing process and framework to control and publish valuable information

47. Digital Strategy & Planning

48. Digital Strategy & Planning Source RedAnt.co.uk

49. SOSTAC Framwork

50. UsingRACEforDigitalMarketing Optimisation

51. Planning Phase

52. Planning Phase

53. Planning Overview Define business objectives Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation programme etc.. Define audience and break down into personas & needs Personas, Influencers, Advocates, Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs Aligning digital strategy with brand What is the tone, voice, perception currently presented

54. Research Channels

55. Personas

56. Location Setting

57. Goals and Audience Location Analysis Source RedAnt.co.uk

58. Planning Define business objectives Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation programme etc.. Define audience and break down into personas & needs Personas, Influencers, Advocates, Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs Aligning digital strategy with brand What is the tone, voice, perception currently presented

59. Research Channels

60. Personas

61. Location Setting

62. Goals and Audience Location Analysis Source RedAnt.co.uk

63. Creation Phase

64. Creation Once strategy, audience, locations are known Start conceiving, designing and creating tactical solutions Identify themes, channels, tone, aims for each tactical channel and initiative PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc… For B2B business map out buyer and sales cycles Align marketing and sales organisations Initiate a content marketing production programme Map this out along with personas and buyer cycles Define KPIs for each programme – know upfront what success will look like (by corollary failure too)

65. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

66. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Business Objectives: Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

67. Typical Trackable KPIs Increase Rate & Value of Conversions Increase Average order size (ecommerce apps) Increase Customer Lifetime Value Increase Average Revenue Per User Reduce Cost per Lead & Cost Per Sale Reduce Core Bounce rates Increase Frequency and Return rates Reduce Abandonment rates

68. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

69. Simple KPI Framework

70. Actualisation Phase

71. Actualisation Real-time implementation of each channel, campaign and platform Engaging and interacting with your audiences Reacting to issues and tweaking campaigns as they proceed live Constantly compare performance with projected KPIs created during the previous phases Create a cross functional communications feedback loop to resolve all issues and update status Capture all lessons learnt in a repository in order to feedback into an improvement process

72. Evaluation Phase

73. KPIs & Goals set in the Creation Phases should be assessed according to actuals

74. Evaluation Feedback loop Implement a continuous learning and improvement framework All findings and experiences should feed into subsequent phases, campaigns and initiatives Refine reporting process Improve ROI metrics in their broadest sense Educate management through correlation of digital and business goals Iterate constantly

75. Questions & Answers

76. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie

77. Thank You