week1-rpc-digitalmarketingintroduction
DESCRIPTION
Week1 RPC-Digital Marketing IntroductionTRANSCRIPT
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
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
086 6070274
Thank You