want to be 'liked' or want to be rich | niall mckeown | ion marketing

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Want to be Liked or Want to be Rih? By Niall McKeown twitter: @niallmckeown www.linkedin.com/in/niallmckeown

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Enterprise Ireland eMarketing Event - Kilkenny 21st March 2013

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Page 1: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

Want to be Liked or

Want to be Ri€h?

By Niall McKeowntwitter: @niallmckeown

www.linkedin.com/in/niallmckeown

Page 2: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 3: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 4: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 5: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 6: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 7: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 8: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

What’s Your 3.5” Marketing Strategy?

Page 9: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 10: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

What is Strategy?

“A strategy is a plan of action designed to achieve a specific goal”

Page 11: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

“Strategy comes from identifying one or two critical issues in the situation – the pivotal

points that can multiply the effectiveness of effort – and then focusing and concentrating

action and resources on them”

2011 Financial Times and Goldman Sachs

Business Book of the Year

What is Strategy?

Page 12: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

DiagnosisCoherent

Action

Guiding Policy

What is Strategy?

Page 13: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

What’s Not Strategy?

Page 14: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

What’s Not Strategy?

“We shall increase our sales by 20%

We will increase our page impressions by 10,000 per month”

Operational Effectiveness

!

“We shall use social media to better service our clients”

Page 15: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace

High Performance Strategy

Page 16: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace innovation

High Performance Strategy

Page 17: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

Business Planning & Direction

Tactics

Critical Issues

Leveraged Innovation

Guiding Principles

The Executive DirectorsFunction

Senior Marketers

Tactical Marketerstend to live here

Strategic Marketing Stack

Page 18: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 19: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 20: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 21: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

Critical Issue Booking.com vs Own Site

Search Engine Optimisation

Pay Per Click Advertising

Display Advertising

Facebook

Email Marketing

Third Party Sites (e.g. booking.com)Own Booking Engine

Pintrest

TwitterLinkedIn

Website Design

Page 22: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 23: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

B

Page 24: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

B

Page 25: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 26: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace

Faux Strategy

Page 27: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

Farmedia

Page 28: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

0 1 2 3 4

Visitor Traffic Oct 2011

Clinical Trial Supply News Clinical Technologies Login Analytical ServicesChemical Development Biomarker Discovery Pharmaceutical Biocatalysis DiscoveryCommercial Services API Dev Manufacture Events Resource Centre SitemapQB Premium

Page 29: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

0 17.5 35 52.5 70

Visitor Traffic Oct 2011

Careers About & Contact Clinical Trial Supply News Clinical TechnologiesLogin Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture EventsResource Centre Sitemap QB Premium

Page 30: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace

Simple Strategy

Page 31: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

ExclusiveNiche or limited Audience

Mass Market Mainstream

Extraordinary

Interestingor

Authority

MildInterest

Low Interest

Customer Volume

Your

Bus

ines

s (c

usto

mer

s pe

rspe

ctiv

e)

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

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Page 33: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 34: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 35: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 36: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 37: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

1% Conversion Rate

•220 Clicks•€138•With 1% conversion

= 2 sales= €69 per sale

Page 38: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

Background Cot Mattress is the dominant search term used in the UK.

Page 39: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 40: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 41: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 42: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 43: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 44: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
Page 45: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

Leveragedinnovation

High Performance Digital Strategy

Page 46: Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

Want to be Liked or

Want to be Ri€h?

By Niall McKeowntwitter: @niallmckeown

www.linkedin.com/in/niallmckeown