digital leadership - picking the right digital marketing tools for your business - niall mckeown -...
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Digital Leadershipby Niall McKeown
twitter@niallmckeown
Agenda
Know Yourself
Know Your Customer
Know Marketplace
Know Yourself!
Mission
360˚
New Website
Choose Best Design
Select Technology
NavigationEmbed New Tools
WriteContent
Launch
NothingChanges
360˚
New Website
Choose Best Design
Select Technology
Navigation & Structure
Embed New Tools
CreateWeb
Content
Launch
Extranet
Website
Search Social
Email Marketing
TV & Radio
Private
Passive
Push
PR
Promotion
Values
Cultural
VisualTechnical
Commercial
“We currently have an opening for a HR Business Partner. Here at Twitter, the goal of HR is to serve as a consultant across the organisation, to shepherd the core values and to protect the culture,”
- Twitter First Job Post For Dublin October 2011
Mission & Vision
Objectives
Structure & Tactics
Finance
Planning, Deadlines & KPI
Values
Cultural
VisualTechnical
Commercial
Mission & Vision
ObjectivesStructure & Tactics
Finance
Planning, Deadlines & KPI
Values
Cultural
VisualTechnical
Commercial
ExclusiveNiche or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Low Interest
Customer VolumeYo
ur B
usin
ess
(cus
tom
ers
pers
pect
ive)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
ExclusiveNiche or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Low Interest
Customer VolumeYo
ur B
usin
ess
(cus
tom
ers
pers
pect
ive)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
www.aepona.com
Becoming the Leader: Corporate Marketing Roadmap
6
Vision
Exe
cutio
n
Communicating th
e Vision - Building Thought L
eadership
Realizing th
e Vision - Validatin
g Thought LeadershipMarket Events / Triggers
Customer WinsSuccess StoriesEndorsements
Market-MakingCommunicating
InfluencingBuilding Trust & Advocacy
Omnipresence
Channel Time ( days per month)
Talent (Marketing,
Management, Outsource)
Cash
Blogging 0.5 MGT LOW
Online PR 1 OUT HIGH
Email 0.5 MKT LOW
Social 1.5 MKT LOW
Webinar 2 OUT HIGH
SEO 2 OUT HIGH
Aepona Revenues Grow From
$21M to $35MIn 12 Month
KNOW YOUR CUSTOMER
Viva La Customer
ExclusiveNiche or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Low Interest
Customer VolumeYo
ur B
usin
ess
(cus
tom
ers
pers
pect
ive)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
0
25000
50000
75000
100000
125000
150000
175000
200000
About Us Accommodation Competitions Contact Us Downloads Home Page Watch Video Shop Things To Do Transport Unknown Visitor Pass
463
1652613079
150372
2160648
33932
4872655478
23547
3279
Page
Impr
essi
ons
About Us Accommodation Competitions Contact UsDownloads Home Page Watch Video ShopThings To Do Transport Unknown Visitor Pass
ExclusiveNiche or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Low Interest
Customer VolumeYo
ur B
usin
ess
(cus
tom
ers
pers
pect
ive)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
SEARCH CLICK THROUGH
0 5 10 15 20
11.51.81.92.83.14.8
7.210.1
18.2
#1 #2 #3 #4 #5#6 #7 #8 #9 #10
Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011
KNOW YOUR MARKET
Know Yourself
Know Your Customer
Know Your Market
Need Help With Digital Leadership?
Niall McKeownnmckeown@ionology.com
+44 7788 752285twitter@niallmckeown
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