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Overview of seminar in UCD for digital and social media

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  1. 1. Digital and Social Media: An IntroductionUCD<br />Keith Feighery<br />
  2. 2. Summary<br />Introductions<br />Overview of the course<br />Changing Digital Landscapes<br />The Importance of relevant Content: Above all else<br />Overview of key social media platforms<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 />www.BabaBeag.ie<br />30,000 Customers over 50,000 Subscribers to email<br />
  5. 5. Overview of Course<br />
  6. 6. Week 1<br />Session1: Introductions and Overview of Tools and Platforms<br />Session 2: Social Media Platforms and Tools with Case studies<br />Session 3: Class Demonstrations of Facebook, LinkedIn, Twitter (mobile and desktop applications)<br />Session 4: Creating YouTubeandFlickr Accounts and integrating with websites and blogs<br />Review of covered content<br />Q & A<br />
  7. 7. Week 2<br />Session 1: Overview of web technologies and infrastructure to create a website<br />Session 2: Setting up and using a blog – self-hosted and hosted solutions<br />Session 3: Creating and distributing podcasts<br />Session 4: Creating, promoting and managing webinars<br />Review<br />Q & A<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. Owned Media<br />Areas to consider<br />
  23. 23. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, blogs, social profiles, digital conversations/interactions etc.<br />Brands/Businesses becoming publishers media outlets<br />No limits to what an organisation can publish online for the consumption of their constituencies<br />Become trusted knowledge experts in your business or sphere of operations<br />Establish trust and develop relationships with customers and prospects<br />Be engaging, entertaining, educative, informative etc..<br />Allow user participation and transparent engagement<br />
  24. 24. 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 />
  25. 25. Who creates the content?<br />Internally<br />Find employees who are knowledgeable and want to write<br />Re-purpose content that has been created over time for different media<br />Partners, customers and third party experts<br />Publish whitepapers, webinars, eBooks, articles etc…with partners<br />Customers<br />If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..<br />You can allow customers to make product recommendations – crowd sourcing<br />
  26. 26. Advantages of effective content<br />Creates demand generation and awareness through value add publishing<br />Creates a less-frictional way of converting prospects into sales<br />When used in conjunction with lead management systems<br />Helps build long-term relationships rather than one-off sales <br />Creates ‘stickiness’ to your owned media assets (rather than to paid ones)<br />Once started, provides an ongoing process and framework to control and publish valuable information<br />
  27. 27. Content Marketing: Success Vs Failure<br />Characteristics of Success<br />Understanding the informational needs of your customers<br />Knowing how those informational needs mix with your marketing goals and objectives <br />Mapping content schedule to user profiles and buyer cycles<br />Being consistent (content marketing is a marathon, not a sprint)<br />Listen and continually evolve the program<br />.<br />
  28. 28. Content Marketing: Success Vs Failure<br />Characteristics of Failure<br />Always selling, rather than informing and educating <br />Not listening, thus not evolving the content program<br />.<br />
  29. 29. Questions & Answers<br />
  30. 30. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />