week1-rpc-digitalmarketingintroduction

Digital Marketing Course

Keith Feighery

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

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

Keith.feighery@digitalinsights.ie

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

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

Understand current online usage patterns in your geographical area of responsibility

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)

The Changing Digital Landscape to Consider

Changing Digital Landscape

Proliferaton of Channels

Social Media Landscape

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

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

Core Tactics to Consider

Social Media Programmes

Be Social – Interact with People & Solicit Feedback and Responses

Be Entertaining, Informative or Offer Something of VALUE to Followers

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

Case Studies

Hairy Baby

Hairybaby

Engaging with Fans

Getting People To Respond

The Good Mood Food Blog

Dazzledust

Bars - Facebook

Social

Blogs

Professional Networks

Photos

Pay Per Click Advertising

PPC Examples

Search: Health Insurance Quote

Im Sorry Flowers….

Search Engine Optimisation

SEO Case Example

Search: Flowers for newborn baby

Newborn Flowers

Email Marketing

Email Applications

Case Studies

CityDeal.ie

Schuh

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You