This document outlines the details of a 5-week digital marketing course taught by Keith Feighery. The course will cover topics like social media platforms, blogging, email marketing and search engine marketing through presentations, demos, class discussions and homework. Students are expected to actively participate in class each week from 2:30-4:30 PM and read assigned materials to implement the strategies covered. The document also provides an overview of Keith Feighery's experience and background in digital marketing and examples of key online marketing tactics and case studies that will be discussed over the 5 weeks.

1. Digital Marketing Course
Keith Feighery

2. Course Details
• 5 week course
• Presentations & Demos, Class Discussions, Class Work
• Class Participation Crucial – ask Qs
• Read as much material as possible and implement what
we cover on the course
• Come on time – class starts at 2.30 exactly
• 2 Hour Session – No Break

3. Time Table
Dates Times Activity
Nov 16th
2.30 – 4.30 Class
Nov 23rd
2.30 – 4.30 Class
Nov 30th
2.30 – 4.30 Class
Dec 7th
2.30 – 4.30 Class
Oct 14th
2.30 – 4.30 Class

4. Keith.feighery@digitalinsights.ie

5. Career Summary
• Director of Digital Strategy with Digital Insights
• 14 Years experience developing and marketing web
and digital applications
• Lecturer with DIT on MA in Digital Media Technologies
• Lecturer with Dublin Business School, Griffith College,
Champlain College & IBAT in Online Marketing and
Digital Strategy

6. Course Overview
• Week 1: Introductions and Overview of Digital
Marketing
• Week 2: Social Media Platforms
• Week 3: Blogging
• Week 4: Email Marketing
• Week 5: Search Engine Marketing

7. Understand current online usage patterns in
your geographical area of responsibility

8. Irish Online Stats to Consider
• 77% of all Irish Internet Users use Facebook (approx 2M)
• Tops 2 sites visited are Google (38%), Facebook (19%)
• Average Irish person spends 18 Hrs+ online each month
– 4 hours 10 mins Facebook
– 2 hours 51 mins Google
• 13% Facebook Users Aged 13-17; 55% Aged 18-35;
• 90% of 15-24 YO active on Facebook
• 47% of all Facebook Users login Daily
• 2.1 M Unique Visitors Each Month to YouTube (400M views)
• 400K Twitter Accounts – 80K Daily Users
• 480K Users on LinkedIn – 31% login weekly (9% Daily)

9. The Changing Digital Landscape to Consider

10. Changing Digital Landscape

11. Proliferaton of Channels

12. Social Media Landscape

13. At high level, what are the core tactical tools
at a Digital Marketers disposal

14. Key Online Marketing Tactics
• Content & Inbound Marketing
– Website, blog, social platforms, partnership sites etc…
• Search Engine Marketing
– PPC, Display and Affiliates
• Social Media Marketing
– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
• Mobile Marketing
– Location Based, Text, Advertising, Coupons, Offline-Activation
• Search Engine Optimisation (SEO)
– Structured & Planned Content, Optimismed Vocabulary, Links
• Email Marketing
– Email Service Providers, Acquisition and Retention, Lead Nurturing
• Measurement and Analytics
– Clear Objectives and Benchmarks

15. Core Tactics to Consider

16. Social Media Programmes

17. Be Social – Interact with People & Solicit
Feedback and Responses

18. Be Entertaining, Informative or Offer
Something of VALUE to Followers

19. Elements of a social media campaign
• Essentials of a successful campaign
– Know your target audience
– Plan goals and aims of campaign and channel
– Think about the tone, voice and personality to adopt
– Choose your platforms carefully
– Think about the type of content to use on each platform
– Take risks – not everything will work
– Connect to other channels

20. Case Studies

21. Hairy Baby

22. Hairybaby

23. Engaging with Fans

24. Getting People To Respond

25. The Good Mood Food Blog

26. Dazzledust

27. Bars - Facebook

28. Social

29. Blogs

30. Professional Networks

31. Photos

32. Pay Per Click Advertising

33. PPC Examples

34. Search: Health Insurance Quote

35. Im Sorry Flowers….

36. Search Engine Optimisation

37. SEO Case Example

38. Search: Flowers for newborn baby

39. Newborn Flowers

40. Email Marketing

41. Email Applications

42. Case Studies

43. CityDeal.ie

45. Schuh

47. Questions & Answers

48. Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274

49. Thank You