Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Overview of seminar in UCD for digital and social media

Published in: Technology
  • Be the first to comment

  • Be the first to like this


  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 /><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 /><br /><br /><br /><br />