SFA Members Evening - Everything you were afraid to ask about Digital Marketing


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With an explosion of digital channels available to engage with customers, businesses are increasingly turning to the Internet to market their products and services. However, digital marketing can often prove quite daunting as there are a wide selection of tools available and companies struggle to incorporate them into their marketing mix. Colin Hetherington, Managing Director of Zoo Digital www.zoodigital.ie and Piaras Kelly, Account Director with Edelman (and writes the blog www.pkellypr.com) set out a practical guide to social media, giving an overview of new channels like Blogs, Twitter and Social Networks. They outline which tools work best for different organisations, set out the practicalities of how to use them and give examples of Irish businesses successfully using digital marketing to promote their business and drive sales.

This presentation was delivered to SFA members in the new eircom office buildings on Wednesday, 13th May 2009.

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SFA Members Evening - Everything you were afraid to ask about Digital Marketing

  1. 1. <ul><li>Everything you were afraid to ask about Digital Marketing... </li></ul>
  2. 2. For Discussion <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Social Networks </li></ul><ul><li>YouTube </li></ul><ul><li>Mobile </li></ul><ul><li>Emerging Digital Trends </li></ul>
  3. 3. <ul><li>4,000,000 articles on Wikipedia </li></ul><ul><li>100,000,000 videos on Youtube </li></ul><ul><li>200,000,000 blogs worldwide </li></ul><ul><li>24% of Irish consumers read blogs </li></ul><ul><li>1,000,000 Bebo Irish users </li></ul><ul><li>447,580 Facebook Irish users </li></ul><ul><li>One of the highest video games console penetration rates in the world </li></ul><ul><li>122% mobile penetration rate </li></ul><ul><li>2.2 million Irish consumers using online </li></ul><ul><li>banking </li></ul>
  4. 4. <ul><li>Blogs </li></ul>
  5. 5. <ul><li>Blog - Pat Phelan - http://patphelan.net </li></ul>
  6. 6. <ul><li>Blogs - Putting a Face on Your Company </li></ul>
  7. 7. <ul><li>Blogs - Tap into Communities 2007 </li></ul>
  8. 8. <ul><li>Twitter </li></ul>
  9. 9. <ul><li>4 ways to use Twitter </li></ul>
  10. 10. <ul><li>1. Megaphone - Baker Tweet - www.bakertweet.com </li></ul>
  11. 11. <ul><li>2. Spreading ideas - TweetDeck.com - @zoodigital - www.someonewouldlovesome.com </li></ul>SAMPLE IMAGE
  12. 12. <ul><li>3. Listening - Twitter Search - www.twist.flaptor.com </li></ul>SAMPLE IMAGE
  13. 13. <ul><li>4. Answer Desk - The Big Switch </li></ul>
  14. 14. <ul><li>Social Networks </li></ul>
  15. 15. <ul><li>Bebo - Tapping into Communities / Listening - Bring Back Wispa </li></ul>
  16. 16. <ul><li>Bebo - Consumer Interface </li></ul>NEW EXAMPLE
  17. 17. <ul><li>Facebook - Applications - Whopper Sacrifice </li></ul>
  18. 18. <ul><li>Youtube.com </li></ul>
  19. 19. <ul><li>1. In video overlays </li></ul>
  20. 20. <ul><li>2. Brand Channels - http://www.youtube.com/watch?v=DLxq90xmYUs&feature=related </li></ul>
  21. 21. <ul><li>3. Annotations - http://www.youtube.com/watch?v=HoOCiaxIZF4&fmt=18 </li></ul>
  22. 22. <ul><li>4. Deeper Insights </li></ul>
  23. 23. <ul><li>4. Deeper Insights </li></ul>SAMPLE IMAGE
  24. 24. <ul><li>4. Deeper Insights </li></ul>
  25. 25. <ul><li>Emerging Digital Trends </li></ul>
  26. 26. <ul><li>1. No more websites! Skittles.com </li></ul>
  27. 27. <ul><li>2. Augmented Reality - http://ge.ecomagination.com/smartgrid/#/augmented_reality </li></ul>
  28. 28. <ul><li>Summary </li></ul>
  29. 29. Rules of Engagement <ul><li>Participate, Participate, Participate </li></ul><ul><li>Take A Pragmatic Approach </li></ul><ul><li>Invest For The Long Term – Think About Content </li></ul><ul><li>Understand How Consumers Use Tools </li></ul><ul><li>Listen and Leverage Existing Communities </li></ul><ul><li>Relax </li></ul>
  30. 30. Thank you. <ul><li>Piaras Kelly </li></ul><ul><li>Edelman </li></ul><ul><li>[email_address] </li></ul><ul><li>www.pkellypr.com/blog </li></ul><ul><li>www.twitter.com/pkellypr </li></ul><ul><li>MSN: smiaras </li></ul><ul><li>Skype: smiaras </li></ul><ul><li>353 1 6789333 </li></ul>Colin Hetherington Zoo Digital [email_address] www.zoodigital.ie www.twitter.com/zoodigital MSN: col hetherington Skype: colhet herington 353 1 4727012