Getting into Digital Marketing involves jobs like copywriting, creative directing, web design, social media management, SEO, PPC, and digital strategy. Employment can be full-time or freelance. Qualifications include a relevant degree or training from the Chartered Institute of Marketing. To start, one can begin a blog and experiment with social media platforms to reach customers, gain feedback, and establish authority. Popular social media platforms for business include Facebook, Twitter, YouTube, LinkedIn, and Pinterest, each having unique features for marketing purposes. Blogging is also discussed as a way to document life, provide commentary, express emotions, articulate ideas in writing, and form communities.

1. Getting into Digital Marketing
Simone Castello - @simonecas

2. Digital Marketing Jobs
• Copywriter/s
• Creative director
• Web designer/developer
• Social media
• SEO/linkbuilding/analytics
• PPC/advertising
• Digital manager (strategy)
• Localisation executive
Employment
OR
Self-employment
(freelance)

3. Qualifications: choose a relevant degree and/or train
through the Chartered Institute of Marketing or
other well-respected industry training scheme.

4. What can I do now? Start a blog and/or experiment
with social media.

5. • Reach new customers & build loyalty
to a brand
• Gain feedback on products
• Show company’s personality
• Establish authority
• Improve search engine rankings (SEO)
• Complement traditional marketing
• Useful for customer service
Social Media for
business

6. Facebook originated in 2004 as a social
network for recreational use. It has now
been embraced by B2C businesses
trying to ignite and boost engagement
through giveaways, competitions and
interactive discussions with prizes to
incentivise participation. Stats:
• 829 million daily active users on
average in June 2014
• 654 million mobile daily active users
on average in June 2014
• 1.32 billion monthly active users as of
30 June 2014
•1.07 billion mobile monthly active
users as of June 30, 2014
• Approximately 81.7% of daily active
users are outside US and Canada.
• Create a Business Page
• Promote events
• Promote sales, promotions and offers
• Get feedback
• Ask questions

7. Twitter has been since 2007, has 271
million monthly active users and is
available in over 35 languages. It’s
defined as a micro-blogging platform
because of its text restriction to up to
140 characters. Some stats:
• 500 million tweets are sent per day
• 78% of Twitter active users are on
mobile
• 77% of accounts are outside the U.S.
• At Twitter HQ, employees consume
1,440 hard boiled eggs weekly and
drink 585 gallons of coffee per week.
• Create a Twitter profile
• Follow business influencers,
celebrities and reporters
• Build up your following by
offering/retweeting links
to good content
• Broadcast news, photos and
videos
• Use it for customer service

8. YouTube is the second largest search engine
after Google. Launched in 2005, it currently
boasts over 1 billion unique users each month.
Online videos have moved from entertainment
to education, including “How To” videos. It is
used by mass media agencies to showcase TV
adverts - a one-off, 30-second TV ad does not
provide the same viral potential.
Some stats:
• Over 6 billion hours of video are watched
each month
• 100 hours of video are uploaded every
minute.
• Create a series of videos
• Upload your videos and
embed them on your
website
• Use keywords to
categorise each video and
place a link to your website
• Spread your videos through
other Social Media channels

9. Launched in 2003, LinkedIn is the world’s largest
professional network online. It is a great platform
for finding people, recruiting staff and discussing
industry topics/trends. Some stats:
• Over 313 million members in over 200
countries, available in 23 languages
• 67% of LinkedIn members are located outside
the U.S.
• Over 39 million students and college graduates -
its fastest-growing demographic
• Over 3 million firms have Company Pages
• Members are sharing insights and knowledge in
over 2.1 million groups
• In the second quarter of 2014, mobile
accounted for 45% of unique visitors
• Create a company profile
best for B2B
• Join groups and become
involved in discussions
• Connect with specialist
employers
• Ask and answer questions
• Give and ask for
recommendations
• Ask for introductions

10. Pinterest is a photo-sharing
platform that allows users to create
theme boards - each photo can be
linked to a website/blog. Launched
in 2010 as an invitation-only
network, it is still free and now
open to all, with a popular mobile
version - think iPad and
smartphones. With over 11 million
users worldwide and a high
percentage of female users (80%),
this has been the fastest growing
social network of them all. Not
surprisingly - image searches are
very popular online.
• Source or create stunning
photos that show off your
product/service
• Set up an account and group
photos in theme boards
• Link photos to a website or blog
• Re-pin other users’ photos (the
visual equivalent of a retweet)
• Gather existing users and ask
them to post pictures
• Launch a contest and invite
users to post their best shots
about your product/organisation

11. “Web logs or blogs as they are commonly known, are
personal online diaries” [...]
“Nardi et al. (2004), as cited by Jansen et al. (2009), found
five reasons why people choose to blog:
• documenting their lives
• providing commentary and opinions
• expressing deeply held emotions
• articulating ideas through writing
• forming and maintaining communities.” [...]
Other reasons: psychological issues (self-esteem), getting
feedback, DIY publishing platform, business (marketing).
Source: Chris Fill, Marketing Communications
Blogging

12. Think about what you want to blog about: pets, a
hobby, personal views, an online diary, etc. If you
want to build a readership, it’s best to stick to one
subject. If you have too many ideas or interests for
one blog, consider starting two (or more!). You can
use your own photos or do a search for Creative
Commons photos.
A blog isa great learning tool to build confidence
with digital platforms and might provide you with
a content portfolio (photos, articles and even
videos) or even a product testing platform.
Recommended platforms: Blogger and Wordpress.