Digital & Social Media Marketing Course  ECM College Keith Feighery
What are the core objectives of this course?
Give you the tools to research, plan, create and run a digital and social media campaign
Main Course Themes <ul><li>Developing and executing Digital & Social Media Strategies </li></ul><ul><li>B2C and B2B Digita...
Classroom Expectations <ul><li>Participate in discussion </li></ul><ul><li>Use observations and experience from your own o...
Time Table Dates Times Activity Sep 22 nd   6.30 – 9.30 Introduction Internet Marketing Sep 29 th   6.30 – 9.30 Social Med...
[email_address]
Course Project
Project <ul><li>Choose a business (fictional or real) </li></ul><ul><li>Identify clearly defined business objectives </li>...
Key Resource to help with Digital Planning Process
Digital Marketing Planning Template <ul><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marke...
Reading Lists
Readings <ul><li>Some Good General Reading Resources </li></ul><ul><ul><li>Flip the Funnel (Joseph Jaffe) </li></ul></ul><...
Podcasts <ul><li>Podcasts </li></ul><ul><ul><li>Forimmediaterelease.biz </li></ul></ul><ul><ul><li>Six Pixels of Separatio...
General Digital Marketing Sites <ul><li>Digital Marketing Sites and Blogs </li></ul><ul><ul><li>www.smartinsights.com </li...
Social Media <ul><li>Social Media </li></ul><ul><ul><li>www.webstrategist.com/blog </li></ul></ul><ul><ul><li>www.brandrep...
Online PR <ul><li>Online PR/Communications </li></ul><ul><ul><li>http://www.webinknow.com/ </li></ul></ul><ul><ul><li>http...
SEO <ul><li>SEO/PPC </li></ul><ul><ul><li>http://www.seomoz.org/ </li></ul></ul><ul><ul><li>searchengineland.com/ </li></u...
Introduction to Digital Marketing
What is Digital Marketing?
Using Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and Offline
What are the core elements to consider when planning a Digital Campaign
Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></...
What are the core tactical tools at a Digital Marketers disposal
Key Online Marketing Tactics <ul><li>Content & Inbound Marketing  </li></ul><ul><ul><li>Website, blog, social platforms, p...
Characteristics of a Digital Marketing Campaign
Digital is a more iterative process than traditional marketing
Iterative Digital Marketing Strategies
The Digital Landscape has changed changed radically over the past 5 years
Changing Digital Landscape
Proliferaton of Channels
Social Media Landscape
Never been easier for businesses to create and distribute content online  How to cut through the noise is the challenge now
The Rise of Facebook
 
Time Spent UK
Businesses & organisations need to embrace a more social engagement because it is happening with or without them
Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the c...
Marketers need to understand the dynamic of communities
The way in which organisations think about media has changed radically over the past 5 years.
Digital Marketing Media Mix
 
Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to targe...
That’s why Inbound and Content Marketing are so Important
Hubspot – Inbound Marketing Company view
Digital and Social Media Tactics
Case Studies
Hairy Baby
Hairybaby
Engaging with Fans
Getting People To Respond
CrackBird
CrackBird
Blogging
Icecream Ireland Blog
<ul><li>Pay Per Click Advertising </li></ul>
PPC Examples
Search: Health Insurance Quote
<ul><li>Search Engine Optimisation </li></ul>
SEO Case Example
Search: Flowers for newborn baby
Newborn Flowers
Email Marketing
Email Applications
Case Studies
CityDeal.ie
 
Schuh
 
Questions & Answers
Questions & Answers
Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_addres...
Upcoming SlideShare
Loading in …5
×

Week1-ECM-DigitalMarketingOverview-Introductions

1,116 views

Published on

ECM - In

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,116
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
41
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Week1-ECM-DigitalMarketingOverview-Introductions

  1. 1. Digital & Social Media Marketing Course ECM College Keith Feighery
  2. 2. What are the core objectives of this course?
  3. 3. Give you the tools to research, plan, create and run a digital and social media campaign
  4. 4. Main Course Themes <ul><li>Developing and executing Digital & Social Media Strategies </li></ul><ul><li>B2C and B2B Digital Marketing Tactics </li></ul><ul><ul><li>Social Media Marketing, SEO, PPC, Email, Blogging, Inbound Marketing </li></ul></ul><ul><li>In Depth Look at Social Media Marketing Channels </li></ul><ul><li>Leveraging Rich Media in Digital Marketing Strategy </li></ul><ul><ul><li>Blogs, Videos, Images, Audio </li></ul></ul><ul><li>Measurement Impact of Digital Marketing </li></ul><ul><ul><li>Using Google Analytics, Defining Key Performance Indicators, Understading Actionable Insights </li></ul></ul>
  5. 5. Classroom Expectations <ul><li>Participate in discussion </li></ul><ul><li>Use observations and experience from your own online activities and use in class discussions </li></ul><ul><li>Think like a digital marketer – </li></ul><ul><ul><li>Analyse social media presences </li></ul></ul><ul><ul><li>Examin online ads </li></ul></ul><ul><ul><li>Look at email newsletters and critique </li></ul></ul><ul><li>Mobiles off please. </li></ul>
  6. 6. Time Table Dates Times Activity Sep 22 nd 6.30 – 9.30 Introduction Internet Marketing Sep 29 th 6.30 – 9.30 Social Media Marketing Oct 6 th 6.30 – 9.30 Wordpress & Blogging Oct 13 th 6.30 – 9.30 Facebook 1 Session Oct 20 th 6.30 – 9.30 Facebook 2 Session Oct 27 th 6.30 – 9.30 Twitter & LinkedIn Nov 3 rd 6.30 – 9.30 YouTube & Flickr Nov 10 th 6.30 – 9.30 Pay Per Click Campaigns Nov 17 th 6.30 – 9.30 Search Engine Optimisation Nov 24 th 6.30 – 9.30 Email Marketing Dec 1 st 6.30 – 9.30 Measurement & Analytics Dec 8 th 6.30 – 9.30 Digital/Social Media Strategy & Planning
  7. 7. [email_address]
  8. 8. Course Project
  9. 9. Project <ul><li>Choose a business (fictional or real) </li></ul><ul><li>Identify clearly defined business objectives </li></ul><ul><li>Develop a Digital Marketing Strategy and Plan </li></ul><ul><li>Choose and justify appropriate digital and social channels </li></ul><ul><li>Develop a clear content plan per channel </li></ul><ul><li>Develop a measurement framework </li></ul><ul><li>Create a report to be approx. 2500 Words long </li></ul>
  10. 10. Key Resource to help with Digital Planning Process
  11. 11. Digital Marketing Planning Template <ul><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/ </li></ul></ul>Excellent Digital Marketing Planning Template
  12. 12. Reading Lists
  13. 13. Readings <ul><li>Some Good General Reading Resources </li></ul><ul><ul><li>Flip the Funnel (Joseph Jaffe) </li></ul></ul><ul><ul><li>Engage (Brian Solis) </li></ul></ul><ul><ul><li>Content Rules (Chapman and Handley) </li></ul></ul><ul><ul><li>Groundswell (Li and Bernoff) </li></ul></ul><ul><ul><li>Free (Chris Andersion) </li></ul></ul>
  14. 14. Podcasts <ul><li>Podcasts </li></ul><ul><ul><li>Forimmediaterelease.biz </li></ul></ul><ul><ul><li>Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) </li></ul></ul><ul><ul><li>Marketing Over Coffee (http://www.marketingovercoffee.com/) </li></ul></ul><ul><ul><li>Media Bulls Eye (Find it on the Custom Scoop Blog) </li></ul></ul>
  15. 15. General Digital Marketing Sites <ul><li>Digital Marketing Sites and Blogs </li></ul><ul><ul><li>www.smartinsights.com </li></ul></ul><ul><ul><li>www.hubspot.com </li></ul></ul><ul><ul><li>http://www.marketingprofs.com </li></ul></ul><ul><ul><li>http://www.marketingsherpa.com/ </li></ul></ul><ul><ul><li>www.rww.com </li></ul></ul><ul><ul><li>http://www.twistimage.com/blog/ </li></ul></ul><ul><ul><li>http://econsultancy.com/ </li></ul></ul><ul><ul><li>www.adage.com </li></ul></ul><ul><ul><li>http://johnbell.typepad.com/ </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.emarketer.com </li></ul></ul>
  16. 16. Social Media <ul><li>Social Media </li></ul><ul><ul><li>www.webstrategist.com/blog </li></ul></ul><ul><ul><li>www.brandrepublic.com/ </li></ul></ul><ul><ul><li>www.simplyzesty.com </li></ul></ul><ul><ul><li>http://www.socialmediatoday.com </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.nevillehobson.com </li></ul></ul><ul><ul><li>http://blogs.forrester.com/groundswell/ </li></ul></ul><ul><ul><li>http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ </li></ul></ul><ul><ul><li>http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/ </li></ul></ul>
  17. 17. Online PR <ul><li>Online PR/Communications </li></ul><ul><ul><li>http://www.webinknow.com/ </li></ul></ul><ul><ul><li>http://www.nevillehobson.com/ </li></ul></ul><ul><ul><li>http://blog.holtz.com/ </li></ul></ul><ul><ul><li>http://kdpaine.blogs.com/ </li></ul></ul><ul><ul><li>http://darmano.typepad.com/logic_emotion/ </li></ul></ul><ul><ul><li>http://www.shivsingh.com/goingsocial/ </li></ul></ul><ul><ul><li>http://www.theharteofmarketing.com / </li></ul></ul><ul><ul><li>http://www.acrossthesound.net/ </li></ul></ul><ul><ul><li>http://www.insidepr.ca/ </li></ul></ul>
  18. 18. SEO <ul><li>SEO/PPC </li></ul><ul><ul><li>http://www.seomoz.org/ </li></ul></ul><ul><ul><li>searchengineland.com/ </li></ul></ul><ul><ul><li>www.semrush.com/ </li></ul></ul><ul><ul><li>searchenginewatch.com/ </li></ul></ul><ul><ul><li>www.mattcutts.com </li></ul></ul><ul><ul><li>www.searchenginejournal.com/ </li></ul></ul><ul><ul><li>www.seobook.com </li></ul></ul>
  19. 19. Introduction to Digital Marketing
  20. 20. What is Digital Marketing?
  21. 21. Using Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and Offline
  22. 22. What are the core elements to consider when planning a Digital Campaign
  23. 23. Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></ul><ul><ul><li>Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc… </li></ul></ul><ul><li>Know exactly who your audience is – and where they reside digitally </li></ul><ul><ul><li>Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences </li></ul></ul><ul><li>Develop a content strategy for your site and digital channels – that adds value for your customers </li></ul><ul><ul><li>“ Whats in it for me” – always from the customer perspective </li></ul></ul><ul><ul><li>Use customer lexicon – not yours </li></ul></ul><ul><li>Create Activation and Conversion points within your digital assets </li></ul><ul><li>Build relationships – not always selling </li></ul><ul><ul><li>Funnel marketing, top of mind, inform, educate and entertain </li></ul></ul><ul><li>Optimise and Measure performance across all digital channels </li></ul>
  24. 24. What are the core tactical tools at a Digital Marketers disposal
  25. 25. Key Online Marketing Tactics <ul><li>Content & Inbound Marketing </li></ul><ul><ul><li>Website, blog, social platforms, partnership sites etc… </li></ul></ul><ul><li>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>PPC, Display and Affiliates </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured & Planned Content, Optimismed Vocabulary, Links </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><li>Email Service Providers, Acquisition and Retention, Lead Nurturing </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>
  26. 26. Characteristics of a Digital Marketing Campaign
  27. 27. Digital is a more iterative process than traditional marketing
  28. 28. Iterative Digital Marketing Strategies
  29. 29. The Digital Landscape has changed changed radically over the past 5 years
  30. 30. Changing Digital Landscape
  31. 31. Proliferaton of Channels
  32. 32. Social Media Landscape
  33. 33. Never been easier for businesses to create and distribute content online How to cut through the noise is the challenge now
  34. 34. The Rise of Facebook
  35. 36. Time Spent UK
  36. 37. Businesses & organisations need to embrace a more social engagement because it is happening with or without them
  37. 38. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer
  38. 39. Marketers need to understand the dynamic of communities
  39. 40. The way in which organisations think about media has changed radically over the past 5 years.
  40. 41. Digital Marketing Media Mix
  41. 43. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  42. 44. That’s why Inbound and Content Marketing are so Important
  43. 45. Hubspot – Inbound Marketing Company view
  44. 46. Digital and Social Media Tactics
  45. 47. Case Studies
  46. 48. Hairy Baby
  47. 49. Hairybaby
  48. 50. Engaging with Fans
  49. 51. Getting People To Respond
  50. 52. CrackBird
  51. 53. CrackBird
  52. 54. Blogging
  53. 55. Icecream Ireland Blog
  54. 56. <ul><li>Pay Per Click Advertising </li></ul>
  55. 57. PPC Examples
  56. 58. Search: Health Insurance Quote
  57. 59. <ul><li>Search Engine Optimisation </li></ul>
  58. 60. SEO Case Example
  59. 61. Search: Flowers for newborn baby
  60. 62. Newborn Flowers
  61. 63. Email Marketing
  62. 64. Email Applications
  63. 65. Case Studies
  64. 66. CityDeal.ie
  65. 68. Schuh
  66. 70. Questions & Answers
  67. 71. Questions & Answers
  68. 72. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

×