This document provides an overview of digital marketing topics including content management systems, social media management tools, Google Analytics, search engine optimization, mobile SEO, and online advertising. It discusses popular open source and proprietary content management systems such as WordPress, Joomla, and Wix. Popular social media management platforms mentioned include Hootsuite, Buffer, and Tweet Deck. The document also provides resources for setting up and using Google Analytics and introduces basic SEO elements and mobile friendliness testing. A list of online advertising platforms like Facebook Ads, Twitter Ads, and Google AdWords is included.

1. Digital Marketing Masterclass
August 12 2015

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Tableof Contents
About DigiBiz.............................................................................................................................3
Key People...............................................................................................................................3
Content Management Systems.................................................................................................4
Open Source ............................................................................................................................4
Proprietary CMS.......................................................................................................................5
Social Media Management Tools .............................................................................................6
Google Analytics........................................................................................................................7
Search Engine Optimisation (SEO)............................................................................................8
Mobile SEO..............................................................................................................................8
Online Advertising.....................................................................................................................9
List of Resources......................................................................................................................9

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About DigiBiz
DigiBiz was formed in 2012 as the Central Highlands Digital Enterprise program, an
Australian Government-funded initiative under the Digital Enterprise program. Federation
University Australia through the Centre for eResearch and Digital Innovation (CeRDI) worked
with regional stakeholders, Regional Development Australia Grampians, and the City of
Ballarat, Golden Plains, Hepburn and Pyrenees Shires to deliver a skills development
program aimed at assisting regional businesses and not-for-profit entities.
There are various digital training opportunities still available to DigiBiz clients including fee-
for-service workshops and masterclasses. Visit our contact page at www.digibiz.net.au if you
would like to discuss these opportunities.
CeRDI also continues to seek collaboration opportunities to conduct further training in the
region.
Key People
Your Facilitator
Noelene Gration
Ascend Public Relations and Communications
Twitter: @Noelene_Gration
Christopher Elliott
Digital Design Coordinator
Centre for eResearch and Digital Innovation (CeRDI)
Federation University Australia
Twitter: @ElliottDigital @CeRDI_FedUni
Dr Helen Thompson
Director
Centre for eResearch and Digital Innovation (CeRDI)
Federation University Australia
Twitter: @HelenCThompson @CeRDI_FedUni

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Content Management Systems
Content Management Systems (CMS) allow non-technical people/staff to update website
content.
Content includes:
 Website static-pages text
 Images
 Video
 Podcasts
 Blog articles
 Product information
 Downloadable documents
A CMS enables you to update these items without having to ‘code’ the website directly by
using an editor similar to applications such as Microsoft Word or PowerPoint.
CMS’s are available as Open Source (no fee to use) and Proprietary, which includes a fee
often known as SAAS (Software As A Service).
There are a number of things to consider when selecting either Open Source or proprietary
CMS’s.
Open Source
Open Source CMS’s are easy to set up and affordable for small to medium enterprises. They
often include a community of users who add extra value to the systemand develop
independent component known as ‘Add-Ons’ or ‘Plugins’.
Popular Open Source CMS’s include:
Joomla.com
WordPress.org
Drupal.org

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ProprietaryCMS
Proprietary CMS’s often require no setup and are usually ‘self-hosted’, meaning the website
owner is not required to purchase independent hosting. Customisation is limited with this
style of CMS and fees can become high at the large enterprise level, ranging from $10 per
month to several thousand dollars per month.
Popular proprietary CMS’s include:
There are many more CMS options to choose from. You can read more and compare CMS’s
at CMS Critic - http://www.cmscritic.com
Wix.com
SquareSpace.com
Shopify.com

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Social Media ManagementTools
Social Media Management tools enable you to monitor and schedule social media activity
for more than one social account at a time, saving business owners time.
Popular tools include:
Individual social platforms such as Facebook allow you to schedule posts in advance and
review activity through Facebook Insights. This can be accessed through your Facebook
account.
Twitter provides an analytical dashboard via https://analytics.twitter.com
Other social management platforms include:
 SocialBro
www.socialbro.com
 Exact target
http://www.exacttarget.com/products/social-media-marketing
 Adobe Marketing Cloud
Tweet Deck
https://tweetdeck.twitter.com
Hootsuite
www.hootsuite.com
Buffer
www.buffer.com

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Google Analytics
Google Analytics allows business owners to monitor traffic and activity on their websites
and mobile applications. It is one of the most widely used analytics platforms and is free to
use for small to medium enterprises. There is a minor level of setting up required, however
many CMS’s such as WordPress have plugins which make the installation of analytics easy.
For more information and to get started with Google Analytics, visit
https://support.google.com/analytics
When analysing web analytics, you should focus on trends rather than specific numbers, this
is because web analytical data is not absolute but rather calculations based on averages
Ideally you want to get an idea of how people are accessing your website and how they are
interacting with your website content, so you can make decisions to improve your website.
The Google Analytics Solutions Gallery - https://www.google.com/analytics/gallery is a
community of Analytics professionals who develop customised reports, which are free to
download. Adding these to your Analytics account will save you time and provide learning
opportunities.

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Search Engine Optimisation (SEO)
SEO encompasses both the technical and creative elements required to improve rankings,
drive traffic, and increase awareness in search engines. – Moz.com
Addressing the basic elements of SEO is important when starting a new website or
optimising for the first time. The basics include:
 Page Title
 Page URL
 Meta Description
 Headings - H1, H2, H3 and;
 Most importantly, relevant content
A quality resource to help you understand these points is Moz’s SEO learning suite of tools. -
https://moz.com/learn/seo
For some resources relevant to Regional Victoria, visit the DigiBiz Resource Page, which
contains a number of slides from previous workshops including eMarketing, eCommerce
and Advanced SEO. - www.digibiz.net.au/cb_pages/resources.php
Mobile SEO
Google now rank websites based on their ‘mobile-friendliness’, which means not only how
the website looks on a mobile device but how easy it is for people to access information and
navigate via a mobile device.
Google provides a Mobile Friendly test at -
https://www.google.com/webmasters/tools/mobile-friendly

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Online Advertising
Online advertising provides the ability to deliver highly targeted ads to you your target
audience in a more effective way than traditional advertising.
Online ads can be a combination of text, images, animation and audio, served on websites
and mobile applications.
List of Resources
 Facebook Ads
https://www.facebook.com/business/products/ads
 Twitter Ads
https://ads.twitter.com
 Google Adwords
https://www.google.com/adwords
 LinkedIn Advertising
https://www.linkedin.com/ads
It is important to research as launch as possible before launching into paid online
advertising. A quality article is:
5 Things You Must Do Before Jumping Into Paid Internet Advertising
https://blog.kissmetrics.com/paid-internet-advertising

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