introduction to digital marketing - carmichael
TRANSCRIPT
![Page 1: Introduction to Digital Marketing - Carmichael](https://reader034.vdocuments.us/reader034/viewer/2022051319/586ce1a41a28abba488bf558/html5/thumbnails/1.jpg)
Digital Marketing
Robert Farrell
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Let me introduce myself
Robert Farrell
Website: The Small Business Guides
Twitter: @TheSmallBusines
Facebook: The Small Business Guides
LinkedIn: Robert Farrell
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What about you?
Who has a:
Website
Blog
Email newsletter
Robert Farrell
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Roadmap
Introduction to Digital Marketing (DM)
The Main Social Networks
Digital Marketing Tools
Digital Marketing Plan
Robert Farrell
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Before we begin…
This is an introduction.
Forget the hype.
Decide if it’s for you.
If it is, then experiment.
I’Il focus on the use not the figures.
Robert Farrell
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INTRODUCTION TO
DIGITAL MARKETING
Robert Farrell
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Marketing Companies create value for customers and build strong
customer relationships to capture value from customers in
return. Kotler & Armstrong (2010)
Robert Farrell
Digital Marketing Marketing using electronic media such as the web, e-
mail, interactive TV, IPTV and wireless media in
conjunction with digital data about customers
characteristics & behaviors. Chaffey, Chadwick, Mayer, Johnson (2009)
Robert Farrell
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Websites
Types of Web Presence:
• Transactional e-commerce site: • Amazon, Dell.
• Services-oriented/Relationship building: • Accenture, British Gas.
• Brand building site: • Guinness.
• Portal or Media site: • Compare the market.
• Social network or Media site: • Mashable, Inc, Entrepreneur, Facebook.
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New Trend: Communication style
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New Trend: Participation
Robert Farrell
Product Price Place
Promotion Physical Evidence
Process People
Participation
Get them involved:
Social Media Platforms
Crowd sourcing
Testimonials
Fan submitted content Robert Farrell
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Digital Media Landscape
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So what could go wrong
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Concerns
Uncontrolled: live conversation.
Time intensive.
Identity theft/Imitators.
Hard to keep up with many updates & platforms.
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SOCIAL NETWORKS
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Irish statistics
Facebook: 2.2m users 2013
Twitter: 520K users 2012
Youtube: 1.3m users 2011
LinkedIn: 713K users 2011
92% of consumer trust peer recommendation
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Social Networks
Facebook.
Twitter.
Youtube.
LinkedIn.
Pinterest.
Google +.
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Used by people & business.
Set up a profile (bus or personal).
Example: Yankee candle Ireland.
Tips: Comment regularly (audience interests).
Add pictures, video, images.
Link to your website.
Maintain it.
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Personal:
5000 friends.
No SEO.
One profiles.
No Insights
Private.
Business:
Unlimited.
SEO.
Multiple.
Insights.
Public
Sponsored
posts. Robert Farrell
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Business use:
Win new customers.
Communication & brand building.
Run events.
Competitions (Rules).
Market Research.
Tech support.
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Build an Audience:
Invite friends.
Get Likes & comments.
Post good contents.
Ask for likes or comments on content.
Redirect to website or call to action
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Facebook videos
Facebooks Youtube Channel
How to Create a Facebook Business Page
Sponsored Stories
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Micro- blogging site (<140 characters)
Real-time news updates
A cross between instant messaging, text messages, and blogging
Rule of thumb: 60/40 – For every 60 you follow, 40 will follow back
Follow others.
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Twitter videos
Setting up a Twitter account
Updating your picture & background
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Youtube
Video sharing platform.
Used by people and business.
Can upload, trim, add captions, links.
Robert Farrell
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Humor works well
Bodyform
Budweiser
Dollar Shave Club
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Professional brand building & networking for individuals.
180m global users.
780,000 Irish Users.
LinkedIn is publicly traded.
Set up a profile.
Join Groups, runs Polls
Search / Post Jobs.
Robert Farrell
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Succeed by finding how your products or services fit into the
lifestyles of your target audience.
Terms:
Pin - Image
Pinboard - Set of images
Pinning - Sharing images
Repin - Reposting
Pin It button - placed on website
Pinner - Person sharing.
Robert Farrell
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Google +
Small in Ireland but growing.
Many dormant accounts.
May rise in future.
Can hep your SEO.
Robert Farrell
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Robert Farrell
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General Tips
Pick 1 or 2 platforms.
Understand 1 at a time.
Go where your audience are.
Each has its own value, audience & purpose.
Robert Farrell
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DIGITAL MARKETING
TOOLS
Robert Farrell
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Digital Marketing Tools
Getting Ireland Online.
Wordpress.
Google Analytics.
Facebook Insights.
Hootsuite.
Animoto.
Survey Monkey.
Drop box.
Google Drive.
Skype. Robert Farrell
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DIGITAL MARKETING
PLAN
Robert Farrell
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Develop your Plan
Define
Plan
Implement
Adjust
Developing an Internet Marketing Strategy Chaffey
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Digital Marketing Plan
Situation Analysis
Budget
Audience
Objectives
Channels
Action Plan
Measurement
What are you doing now?
Money & Time/
Many types.
What you want to achieve.
Website, Social Media, Partners.
What & When.
Traffic, Awareness, Likes, Donations.
Robert Farrell
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Challenges to Implementation
Lack of planning or awareness.
Unclear responsibilities.
No specific objectives.
Lack time or budget.
Started but not kept up.
Not measurement.
Robert Farrell
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Integrated Marketing Communications
Websites: • Corporate & Student.
• Online bookings, Blog, Videos & Information.
Social Media: • Facebook, Twitter, Flickr, LinkedIn.
• Pictures, Articles, News, Jobs & Recommendations
Monitoring: • G.Analytics, FB Insights, Newsweaver, Internal Info, Bookings.
Advertising: • TV, Radio, Print, Billboard, Magazine.
Grassroots: • Campus visits, Member ambassadors.
Robert Farrell
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Thank you
Robert Farrell
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More Information
AMAS.
Social Bakers
Edelman.
Kantar.
Carat.
Simply Zesty.
Smart insights.
iCommunity.
Digital Marketing Institutes Blogs.
Enterprise boards.
Robert Farrell
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Terms