diploma in digital marketing - part i · diploma in digital marketing - part i. ... digital...
TRANSCRIPT
![Page 1: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/1.jpg)
Lesson 1
The Foundations of Digital MarketingDesigning for conversion
Presented by:
Richard Hegarty
Diploma in Digital Marketing - Part I
![Page 2: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/2.jpg)
Lesson 1
About us
Course Agenda
Member Area & Community
Course Engagement
Designing for Conversions
Internet
Marketing Online
Monetising Social Media
Summary
Course Interaction
Q & A
![Page 3: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/3.jpg)
About Us
• 4+ Years / 2012
• Largest LIVE Educator on the Planet
• 400,000+ new students per month
• Offices All Over the World
• 350+ full time employees (Shawsters)
• 10+ languages
• EGBET
![Page 4: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/4.jpg)
Course Agenda
Week 1: The Foundation of Digital Marketing
Lesson 1 : Digital Marketing Foundation – Designing for Conversation
Lesson 2 : Social Marketing and Online Reputation Management
Lesson 3 : On Demand Lesson Search Engine Optimisation (Pre-recorded)
Week 2: e- Commerce and other Elements of Online Business
Lesson 4 : E –Commerce – Converting 101
Lesson 5 : Pay-Per-Click Advertising (PPC)
Lesson 6: On Demand Search Engine Optimisation (SEO) (Pre- recorded)
Week 3: Data to Drive Business Forward
Lesson 7 : More for Less – Online Affiliate Marketing Made Easy
Lesson 8 : Converting More for Less – Email Marketing Important
Week 4: Sales & Strategy Development
Lesson 9: Data Driven Marketing and Sales for Maximum Return Important
Lesson 10: Your Strategy – Building a Platform for Success Important
![Page 5: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/5.jpg)
Webinar Interaction
• Any questions?
Our support team are here to help
• Chat box
Comment and ask us questions
• Bonus Q&A at the end of every lesson
• How do I access recordings?
• www.shawacademy.com – login top right
![Page 6: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/6.jpg)
Social Media
https://www.facebook.com/shawacademy https://twitter.com/shawacademy
![Page 7: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/7.jpg)
Congratulations
A Journey of a Thousand Miles Begins with a Single Step
- Lao Tzu
You have all taken your first step
We are with you every step of the way
![Page 8: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/8.jpg)
Let’s Begin
![Page 9: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/9.jpg)
Designing for conversions
Conversion
![Page 10: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/10.jpg)
Designing for conversions - Definition
When a user completes an action online that you have defined as adding to your business
![Page 11: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/11.jpg)
Designing for conversions - Question
To stimulate the brain we will continuously ask questions
How do you achieve a conversion?
![Page 12: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/12.jpg)
Designing for conversions
What is Marketing?
Why Do we Do It?
Market Research.
Traditional Marketing.
The Accountability Problem.
![Page 13: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/13.jpg)
Designing for conversions
Designing for Conversions – What?
www.reforms.net
Good looks don’t equal good design.
What does this sites owner do?
What is its purpose?
![Page 14: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/14.jpg)
Designing for conversion - Conclusion
Clear about what we want
Make it easy for the customer
Have a brilliant experience for the user
What is the purpose
![Page 15: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/15.jpg)
Internet
Internet
![Page 16: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/16.jpg)
Internet - Question
How can we use the internet to have accountability ?
![Page 17: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/17.jpg)
Internet
Along came the internet The Internet and the World Wide Web. Problem Solved – Digital Marketing
![Page 18: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/18.jpg)
Internet, now its serious…
• Facebook: 1 billion users 1million+ advertisers.
• 3 million+ advertisers on Google ~ $67bn in 2015.
• Amazon $89bn for 2015, eBay $18bn .
• In UK today more spent on Digital Advertising than TV.
• Web will account for or influence 59% of U.S. retail sales by 2018 Forester 2014
• Not Digital Marketing. It’s Marketing in a Digital World.
Internet
![Page 19: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/19.jpg)
Internet
![Page 20: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/20.jpg)
Today – Always on the Internet
• Multiple Devices.
• Mobile is the centre of the multi device Internet.
• 50%+ Internet connections made through Mobile.
• That means….• Always On• Personal & Social• Truly Measurable• Internet at Point of Sale – Direct & Indirect• Responsive Design
Internet
![Page 21: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/21.jpg)
Internet- Conclusion
Social media
Web site analytics
Optimising through mobile
Email marketing
Using the internet to achieve accountability
![Page 22: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/22.jpg)
Mobile Marketing
Mobile Marketing
![Page 23: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/23.jpg)
Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
Mobile Marketing – Definition
![Page 24: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/24.jpg)
Mobile Marketing - Question
Why is mobile important when considering digital marketing?
![Page 25: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/25.jpg)
Mobile Phones Social Network Users
Mobile Marketing
![Page 26: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/26.jpg)
Desktop and Mobile Growth
Mobile Marketing
![Page 27: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/27.jpg)
Mobile Marketing - Conclusion
Mobile is dominating online space
It must be fast - people want results NOW
You will lose customer – Who will NOT come back
Social media and mobile user
![Page 28: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/28.jpg)
Marketing online
Marketing online
![Page 29: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/29.jpg)
Marketing online - Definition
Online marketing, which is also called internet marketing or online advertising, is any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements
![Page 30: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/30.jpg)
Marketing online - Question
How would market your self online ?
![Page 31: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/31.jpg)
Marketing Online
Marketing Your Online Assets
Get Off Your Horse! It’s not About Your Brand.
Add Value.
Be Unique – Don’t Try and Be Something You are Not.
Manage Your Content.
Be a Disrupter.
Choose a Channel you Can Compete In and Focus.
Give it Away – Win Trust.
![Page 32: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/32.jpg)
Marketing Online
Customer is King
United Airlines Broke My Guitar
Comcast Technician Asleep on Couch
Fedex Employee Throwing Items in a Truck
http://www.youtube.com/watch?v=5YGc4zOqozo&feature=youtu.be&t=1m1s
https://www.youtube.com/watch?v=viw2TVBygBg
http://youtu.be/Aq_jkUVgrc0?t=20s
![Page 33: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/33.jpg)
Digital Marketing Communications Mix
SEOEmail
Marketing
PPC
Display
Advertising
Analytics
Affiliate
Marketing
Design &
DevelopmentE-commerce
Reputation
Content
Marketing
Social Media
Mobile
Messaging
Marketing online
![Page 34: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/34.jpg)
Marketing online - Conclusion
Be Unique – Original content
Add value – Think on the customer
Become an authority online
Use the marketing mix
![Page 35: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/35.jpg)
Monetising Social Media
Monetising Social Media
![Page 36: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/36.jpg)
Monetizing Social Content: The act of optimizing ones social media channels or the content contained or posted there in for the purpose of increasing the conversion rate of traffic driven to the website from a social marketing channel, or as a result of activity within it.
Monetising Social Media – Definition
![Page 37: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/37.jpg)
Monetising Social Media - Question
How would you monetise Social Media ?
![Page 38: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/38.jpg)
Monetising Social Media - Question
This is about understanding your own businesses needs, not all Social media users are buyers.
The most common error made in social media strategy from a business perspective.
Its up to you to build the desire to complete a conversion.
Targeting Social Content: Ensuring you are sharing the correct type of content and on the right topics to inspire conversions from your users.
![Page 39: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/39.jpg)
Monetising Social Media - Question
Focus on Conversion: When a user completes an action online that you have defined as adding to your business.
Purchase: You want them to buy something.
Video View: Do you have a channel on YouTube you are trying to build.
Page View: You want users to read a blog piece.
Question will be up on Friday on twitter @ShawacademyRH
![Page 40: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/40.jpg)
Monetising Social Media - Question
Dress looks great on the model
Tropical Setting
She looks happy and like she is having fun
Bright Sunny surroundings
Pose of the model with hands in pockets
![Page 41: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/41.jpg)
Monetising Social Media - Conclusion
Become an authority
Don’t just focus on sales
Add value to the user
Focus on the journey to a conversion
![Page 42: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/42.jpg)
Summary
Designing for conversions
Internet
Marketing online
Monetising social media
Congratulations you have just laid the foundations
Tús Maith Leath na hOibreo Now we can start building on the work you have started
o Attend all of the lessons live to ask Questions in real time
and benefit the most
o We’re here to help, so contact us anytime!
![Page 43: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/43.jpg)
Next Lesson
• The next session is “Social Media and Online reputation management”
• ORM platforms
• The golden rule
• ORM tools
• Dangers of doing nothing
• Real case studies
• Attend all of the lessons LIVE and your knowledge will grow
• Shaw Academy Lifetime Membership Prize during Lesson 8
• Recordings are available within 24 hours
Go to www.shawacademy.com and then the Top Right Corner – Members Area
![Page 44: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/44.jpg)
Our new YouTube channel
https://youtube.com/theshawacademy
Check out my video
![Page 45: Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital Marketing Foundation –Designing for Conversation Lesson 2 : Social Marketing and Online](https://reader033.vdocuments.us/reader033/viewer/2022052611/5f0580767e708231d4134723/html5/thumbnails/45.jpg)
Q&A
• We begin looking at the different social media platforms
• You will learn about ORM platforms , The golden rule, ORM tools,
• Dangers of doing nothing, and Real case studies
• Covering these topics will allow us to move into more application focused areas
• You will gain real experience and useful Knowledge
• We reveal the answer to today’s question
Next Lesson is
www.facebook.com/shawacademy
www.twitter.com/shawacademy
www.shawacademy.com
Social Media and Online Reputation Management
See local numbers on website