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Introduction to the Terenure-First Step online Design, Marketing and Sales Course

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  1. 1. Online Design, Marketing and SalesTerenure Enterprise Centre<br />Keith Feighery<br />
  2. 2. Summary<br />Introductions<br />Overview of the course<br />The Changing Digital & Customer Landscape<br />The Importance of Relevant Content - Always<br />Web Technologies and Solutions<br />Q & A<br />
  3. 3. Introductions<br />
  4. 4. Introduction<br />Owner of Digital Insights<br />Work with clients developing online business channels<br />Lecturer with DIT in MA Digital Media Technologies<br />Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT<br />Work with university incubation centres – LINC and Synergy IT Colleges<br />12 Years working in Software Industry<br />Irish and International Companies<br />Developed Online Retail Business<br /><br />30,000 Customers over 50,000 Subscribers to email<br />
  5. 5. Overview of Course<br />
  6. 6. Course Overview<br />Week 1: Introductions and Overview of Web Technologies and Solutions<br />Week 2: Design Principles and Information Architecture considerations<br />Week3: Creating Website Specs and Ecommerce Solutions<br />Week 4: Developing a Clear Online Marketing Plan<br />
  7. 7. Course Overview<br />Week 5: Implementing Online Marketing Solutions<br />SEO, PPC, Email etc. <br />Week 6: Using Social Media to drive awareness, acquire customers & retain existing clients<br />Week 7: Measuring and optimising web site performance<br />
  8. 8. Changing Digital & Customer Landscape<br />
  9. 9. Where do people get information today and how do they engage<br />
  10. 10. Where is everyone?<br />
  11. 11. Social Media Landscape<br />
  12. 12.
  13. 13.
  14. 14. Traditional Marketing Vs Social Engagement<br />
  15. 15. Key Platforms for Customers<br />Social/Professional Networks<br />Facebook, LinkedIn, MySpace (Main ones in US and Europe)<br />Blogging/Micro-Blogging/Lifestreaming<br />Wordpress, TypePad, Twitter, Posterous, Tumblr<br />Video, Audio & Photo sharing<br />YouTube, Vimeo, Blip etc.. <br />Flickr, Photobucket, TwitPic, YFrog<br />Mobile<br />Foursquare, Facebook, Twitter, Yelp <br />Bookmarks/Sharing<br />Delicious, StumbleUpon, Digg, Google Profils<br />
  16. 16. Content Drives The WebBe Relevant<br />
  17. 17. Hubspot – Inbound Marketing Company view<br />
  18. 18. Outbound Vs Inbound Marketing Strategies<br />Outbound marketing strategy: <br />More traditional approach – can also be referred to as ‘push messaging’. <br />Business decides on a particular message and pushes it out into the marketplace.<br />Finds customers by building brand awareness through advertising and promotion. <br />Inbound marketing strategy:<br />New and emerging approach – can also be referred to as ‘pull messaging’.<br />Business aims to be ‘get found’ by customers<br />Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. <br />
  19. 19. Different types of media in the digital world<br />Owned Media – such as website<br />Paid Media – such as display ads<br />Earned Media – such as viral campaign<br />
  20. 20. Owned Vs Paid Vs Earned Media<br />
  21. 21.
  22. 22. Various Types of Content<br />Facebook/MySpace/Bebo fan pages and groups<br />Videos, demos, presentations, and custom animations<br />Product/service reviews<br />Blog posts, reader comments and reactions<br />Tweets, status updates<br />E-mail newsletters<br />The content and digital media on your Web site, other microsites, partner sites etc..<br />Articles and other intellectual property or knowledge sharing –professional contributions etc.<br />Whitepapers, case studies, webinars, podcasts<br />
  23. 23. Web Strategy<br /><ul><li>Have a clear and defined business objective for your web presence
  24. 24. Sales, Information, Lead Gen, Build Awareness, Customer Retention
  25. 25. Know exactly who your audience is – and where they reside digitally
  26. 26. Develop a content strategy for your site and digital channels – that adds value for your customers
  27. 27. Build relationships – not always selling
  28. 28. Optimise and promote content across digital channels (web, social media, offline etc.) </li></li></ul><li>Questions & Answers<br />
  29. 29. Contact Details<br />086 6070274<br /><br /><br /><br /><br />